The world of brands abounds in models, but almost universally the ideas presented are based on an organizational perspective. Branding is something managers do to the products and services they sell. The problems with this perspective are various. First, it is based on distance between the...

1 Introducing Conscience: The Structure of the Book -- The Power of Conscience: From Wedgwood to Chocolonely -- Becoming Conscientious -- The Content -- 2 What Is Conscience? And Why Does It Matter? -- Defining Conscience -- Where Conscience Goes Wrong -- Why Conscience Matters -- Conclusion --...