The New Brand Spirit : How Communicating Sustainability Builds Brands, Reputations and Profits

Cover -- Half Title -- Dedication -- Title Page -- Copyright Page -- Table of Contents -- List of Figures -- List of Tables -- About the Authors -- Foreword by Hamish Pringle -- Acknowledgements -- Reviews of The New Brand Spirit -- Introduction -- PART I The Interviews The Questionnaire -- Chapter 1 Communicating Sustainability - the Civil Society Perspective -- Chapter 2 Communicating Sustainability - the Public Sector Perspective -- Chapter 3 Communicating Sustainability - the Supplier Perspective -- Chapter 4 Communicating Sustainability - the Employee Perspective -- Chapter 5 Communicating Sustainability to Customers and Consumers -- Chapter 6 Sustainable Consumption and the Social Responsibility of Marketers and Advertisers -- Chapter 7 Communicating Sustainability - the Shareholder Perspective -- Chapter 8 Communicating Sustainability - the Media Perspective -- Chapter 9 Communicating Sustainability - the Academic and Expert Perspective -- PART II The Cases -- Chapter 10 The Civil Society Perspective - Best Practice Cases -- Best Practice Case 1: Lifebuoyâ s Global Handwashing Behaviour Change Programme -- Best Practice Case 2: Fairtrade Comes of Age -- Chapter 11 The Public Sector Perspective - Best Practice Cases -- Best Practice Case 3: The German Bio-label -- Best Practice Case 4: The French Environmental Labelling Experiment -- Chapter 12 The Supplier Perspective - Best Practice Cases -- Best Practice Case 5: The Tchibo and GIZ Worldwide Enhancement of Social Quality (WE) Project -- Best Practice Case 6: ROMP - Fully Traceable Organic High Fashion -- Chapter 13 The Employee Perspective - Best Practice Cases -- Best Practice Case 7: SKF BeyondZero -- Best Practice Case 8: IBMâ s World Community Grid - Technology Solving Problems -- Chapter 14 The Customer Perspective - Best Practice Cases