Author Archives: Nicholas Ind

Conscientious brands

By Nicholas Ind | Published: December 5, 2011

What is a conscientious brand? This article explores the key features of a conscientious brand and the implications for brand management.

Posted in Brand management, branding, CSR, ethics, marketing, philosophy, social responsibility, The Journal, The Journal of the Medinge Group, vol. 5, no. 1, 2011 | Tagged , , , , , , , , , | Leave a comment

Freedom, happiness and fulfilment

By Nicholas Ind | Published: October 31, 2010

Happiness is an illusory ideal which is neither the basis for working in an organization nor for managing it. It is more about the quest to find meaning in our lives and to attain a sense of fulfilment.

Posted in branding, management, relationships, strategy, The Journal, The Journal of the Medinge Group, vol. 4, no. 1, 2010 | Tagged , , , , , , , | Leave a comment

Beyond corporate social responsibility

By Nicholas Ind | Published: October 31, 2010

For many, CSR has been seen as a sticking plaster that could heal a company’s reputation and improve its appeal. How can we make CSR a core idea inside companies?

Posted in branding, CSR, ethics, management, marketing, marketing management, social responsibility, strategy, The Journal, The Journal of the Medinge Group, vol. 4, no. 1, 2010 | Tagged , , , , , , , , , , , , | Leave a comment

Against Leviathan: building rhizomatic brands

By Nicholas Ind | Published: September 8, 2009

This paper challenges ideas about resistance to change and by implication, the traditional model of brand building which suggests the dominance of the organisation in controlling a brand. In its place we will stress the value of movement and difference – both of which are inherent in people’s relationships with brands

Posted in The Journal, The Journal of the Medinge Group, vol. 3, no. 1, 2009 | 1 Comment

A Participative Approach to Brand Building

By Nicholas Ind | Published: August 30, 2008

The argument of this paper is a simple one: creating value for customers is an organization-wide responsibility. The author reconsiders the market orientation papers of Narver and Slater and Kohli and Jaworski and introduces the concept of Participatory Market Orientation.

Posted in Brand management, branding, management, marketing, marketing management, relationships, strategy, The Journal, The Journal of the Medinge Group, vol. 2, no. 1, 2008 | Leave a comment

Beyond Branding: from Abstraction to Cubism

By Nicholas Ind | Published: August 12, 2007

This paper argues that rather than relying on the abstraction of research to get close to the customer, brand managers should work at building genuine relationships with customers by opening up the boundaries of the organization

Posted in Beyond Branding, branding, consumer behaviour, marketing, marketing management, marketing research, philosophy, relationships, The Journal, The Journal of the Medinge Group, vol. 1, no. 1, 2007 | Leave a comment