The core idea of The New Brand Spirit is to let stakeholders do the talking. Conrad and Thompson have interviewed close to 100 leading practitioners from eight different stakeholder perspectives, including NGOs, shareholders and supply chain. It provides an overview of the state of the art of CSR and sustainability communications from the frontlines of business, government and civil society. What makes the book unique and extremely useful is that it combines this helicopter view with nineteen comprehensive and insightful case studies. It is both inspirational and extremely practical.
The idea behind The New Brand Spirit
‘There isn't a business person on the planet that isn't concerned about sustainability practices across the stakeholder spectrum. Conrad and Thompson offer not only big strategic insights here but they have also curated the most comprehensive set of case stories I know of. This is important work and will be referenced time and time and time again.’
Jonathan Mildenhall, VP Global Advertising Strategy & Creative Excellence, Coca-Cola
‘Finally, the book we have all been waiting for. All the best sustainability and CSR practices compiled in one book conveyed in a compelling manner. Conrad and Thompson sure know what they are talking about. If there is one book companies should read to get it right before entering the African market, this would be it!’
Charlotte Obidairo, Managing Director for Africa, Coxswain Social Investment Plus