Brand Valued

Acknowledgements xi List of Figures xii Introduction xvi PART I Setting the Scene - The Tangled Worlds of Brands and Social Capital 1 CHAPTER 1 Congratulations - It's a beautiful baby brand . . . 3 Efficient and rational - adjectives of an era 9 From utilitarian to hedonic - when needs explode 11 CHAPTER 2 Innocent bystanders or calculating protagonists? 18 Consume! Consume! Consume! 20 Which came first - brands or demand? 26 CHAPTER 3 The public gets what the public wants 32 Whatever you do, don't panic . . . 33 The good guys and the bad guys 38 Devotees, Hostages and Critics 39 Concluding remarks 44 PART II The 'Unsustainability' of Sustainability and our Need to Understand the Era of Social Capital Rising 47 CHAPTER 4 Charge! 49 Once upon a time, everything happened 53 The wisdom of crowds 56 Symptoms and causes 66 CHAPTER 5 Water, water everywhere - How brands help us choose 70 Maximisers and satisficers 71 We can't have it all 74 Frames 78 Opportunity costs and trade-offs 80 Why encouraging satisficing would be so much better - for everyone 82 CHAPTER 6 It's been emotional 87 Wanting versus liking 92 Where have we ended up? 94 Concluding remarks 98 PART III The Elixir of Life - Literally. Why We Depend on Social Capital 103 CHAPTER 7 The 'what' of social capital 107 Social capital defined 109 Forms of social capital 112 Strands of social capital 119 CHAPTER 8 Trust - Small word, big impact 124 What, then, is trust? 127 Brands and trust 134 CHAPTER 9 The 'why' of social capital 141 Social capital, brands and society 142 Internal and external audiences 145 Education 147 Neighbourhoods 148 Democracy 149 Health and wellbeing 150 Harmony and social capital 154 Concluding remarks 158 PART IV Towards Social Equity Brands, and How a Social Capital Strategy Gets Us There 161 CHAPTER 10 Stand up Social Equity Brands 167 Social Equity Trait #1: Compelling narratives 169 Social Equity Trait #2: The power of emotion 175 Social Equity Trait #3: From consumer to citizen (who

Fernando Rodés Vilà is the Vice-Chairman of Havas, Co-Founder of the ARA newspaper, Catalonia, Chairman of the Sustainability Committee of Acciona and a member of the Board of Trustees of Fundació Natura. Previously, Fernando was CEO of Havas. Guy Champniss is brand strategy and communications consultant, focusing on strategy in the context of sustainability, pro-social behaviour and brand community. Guy holds an MBA from IE (Madrid) and is carrying out doctoral research at Cranfield School of Management (UK).