Good For Business: The Rise of the Conscious Corporation by Andrew BenettGood For Business: The Rise of the Conscious Corporation by Andrew Benett

Good For Business: The Rise of the Conscious Corporation

byAndrew Benett, Ann O'reilly, Cavas Gobhai

Paperback | November 23, 2010

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In order to satisfy the heightened demands of today's more powerful consumer, corporations from Wal-Mart to GE are undergoing an evolutionary transformation in the way they do business--from their operations and strategies to their relationships with customers and communities. In this timely book, two top branding experts team up with a highly regarded specialist in corporate culture and a leading global search consultant to illustrate how the most dynamic and promising companies of today are charting a new path for the corporate brand of tomorrow. Good for Business outlines four key elements that will serve as the cornerstones of the most successful businesses of the future:

* Purpose Beyond Profit
* Humanized Leadership
* Corporate Consciousness
* Collaborative Partnerships

Today, brands matter a lot, and what companies we do business with also matters. In Good For Business, the authors show not only why building an authentic corporate brand is critical to success, but how to do it in a way that creates more loyal customers, develops a devoted workforce, and makes a social difference in the world at large.

Andrew Benett is Global CEO of marketing communications agency Arnold Worldwide and Global Chief Strategy Officer of Havas Worldwide. In 2009, Andrew was named to Crain's New York Business's "40 Under 40." Cavas Gobhai, former CEO of Synectics, is a leading business consultant specializing in strategy and innovation for senior manageme...
Title:Good For Business: The Rise of the Conscious CorporationFormat:PaperbackDimensions:256 pages, 9 × 6 × 0.58 inPublished:November 23, 2010Publisher:St. Martin's PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230103456

ISBN - 13:9780230103450

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Table of Contents

Rethinking the Role of the Corporation
Welcome to the Consumer Republic
Four Cornerstones of the Corporate Brand of the Future
The Conscious Corporate Brand and the Rewards of Reputation
What It Takes to Be a Leader of Tomorrow
Creating a Culture to Engage the Talent of Tomorrow
Creating Effective Brand Messengers in a Second-Opinion Society
Vision, Shmision - Getting Real with a Useful Statement of Direction
Living the USOD: Embedding and Sustaining It
Maximizing Tomorrow's Brand Value by Living Clear Values Today

Editorial Reviews

"In the emerging world of extreme transparency, customers and employees will trust companies that are truly making a difference in their lives. Being good will trump looking good. This book clearly outlines winning brand values and the behaviors that lead to that most precious bond: trust." -Stephen Quinn, Executive Vice President and Chief Marketing Officer, Wal-Mart"With their 'Four Cornerstones of the Conscious Corporation' framework, the authors have laid out a clear and compelling vision of a new, more effective way of doing business. Corporate leaders who hope to own the future will heed their advice." -Justin B. Smith, President, The Atlantic"Good for Business is an excellent guide that shows how transparency and engagement can positively impact a company's reputation. Readers can immediately employ the lessons revealed in the book." -Steve Fludder, Vice President, ecomagination, GE"Good for Business blazes a trail for corporate executives who want to succeed in the new economy. The authors offer a big-picture vision about the need for a more holistic and "humanized" view of the corporation, and they provide specific suggestions on how to adapt to a world of empowered consumers, heightened transparency, and changed requirements for leaders. A must read for everyone in the C-suite and all who aspire to get there!" -Dan Esty, Yale University and author of Green to Gold"Discussion centers on replacing vision statements with useful statements of direction.The authors provide practical steps to implement these ideas and include real-world examples.Recommended." -Choice