As an experienced reader of the Bible, acknowledging its authority, teaching and power, and having a professional interest in morality and ethics, I found the vivid authenticity of The New Brand Spirit to contain all that is necessary for setting out on a journey of sustainability (if not ultimate salvation!).
Recognising the prophetic voice of Brand Spirit (Hamish Pringle and Marjorie Thompson, Wiley, 1999), Christian Conrad’s and Marjorie Ellis Thompson’s clear structure and extensive evidence have come at the perfect time for any business that is serious about responding to stakeholders’ increasing demand for integrity. Like all profound movements – unlike superficial trends – the move towards sustainability has gradually picked up adherents who are putting words into action. And, as the authors describe, these actions have significant payoffs.
Nine perspectives are examined profoundly, firstly by 100 interviews with leading experts and secondly by 19 impressive case studies. An ambitious range covers civil society, the public sector, suppliers, employees, customers and consumers, marketers and advertisers, shareholders, the media, and academics and experts.
The reader’s best approach is to start with just one of the perspectives and follow it through. Within this framework, intermingling ideas leap off page after page, from circles of influence and the natural step framework to Fairtrade and the dangers of greenwashing. The authors conclude with two benchmark cases (Marks & Spencer and Interface) and an excellent summary and outlook.
All sectors can benefit from the wisdom in this book but a sector that should pay most attention is finance. When ‘doing the right thing’ and ‘telling the complete truth’ are claimed as values by banks, it will take all the determined vision of The New Brand Spirit to communicate these to a sceptical public. A significant aspect of the rewards companies gain from a more serious approach to sustainability is in attracting the best staff. Ethical behaviour and a multiple bottom line are increasingly seen, not least by young recruits, as integral to commercial and public service success.
The New Brand Spirit will give confidence to and challenge everyone engaged in brand marketing and communication. Its breadth and depth will provide the inspiration and guidance needed to take further the responsibility for sustaining the planet on which we live and breathe and have our being.
This review was taken from the March 2014 issue of Market Leader. Browse the archive here.
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