Category Archives: ethics

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.

Also posted in Brand management, branding, CSR, marketing, philosophy, social responsibility, The Journal, The Journal of the Medinge Group, vol. 5, no. 1, 2011 | Tagged Brand management, branding, Brands with a Conscience, CSR, marketing, marketing communications, Nicholas Ind, open source movement, philosophy, the Medinge Group | Leave a comment

A new model for socially responsible brand management

By Ava Maria Hakim | Published: November 23, 2011

This article is directed to brand managers interested in building models for sustainable development and conscientious consumerism. The article is a version of a paper published in the Journal of Brand Management (2011).

Also posted in Brand management, consumer behaviour, CSR, design, innovation, marketing, marketing management, retail, The Journal, The Journal of the Medinge Group, vol. 5, no. 1, 2011 | Tagged advertising, Ava Hakim, Brand management, capitalism, consumer behaviour, consumerism, CSR, environment, humanistic branding, manufacturing, marketing, production process, promotion, R&D, recycling | 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?

Also posted in branding, CSR, management, marketing, marketing management, social responsibility, strategy, The Journal, The Journal of the Medinge Group, vol. 4, no. 1, 2010 | Tagged branding, Brands with a Conscience, business, capitalism, corporate branding, CSR, finance, global branding, management, Nicholas Ind, operations, strategy, sustainability | Leave a comment

Demythologizing the McElroy Memo

By Stanley Moss | Published: July 24, 2009

In 1931 a young P&G executive wrote a document which proved crucial to the formation of ideas about contemporary brand management. But attitudes about branding have since grown up around the memo’s opportunistic policies. This article deconstructs McElroy’s directives, reassessing our perspectives on how brands need to be viewed in today’s post-globalisation strategic universe.

Also posted in Brand management, branding, history, marketing, marketing management, retail, strategy, The Journal, The Journal of the Medinge Group, vol. 3, no. 1, 2009 | Tagged branding, communications | Leave a comment

The Second Wave of Sustainability Hits Swedish Brands

By admin | Published: August 30, 2008

This article introduces the argument that Swedish brands have moved beyond other countries’ positions on sustainability.

Also posted in Brand management, branding, CSR, environment, marketing, social responsibility, strategy, The Journal, The Journal of the Medinge Group, vol. 2, no. 1, 2008 | Leave a comment

We the People

By Patrick Harris | Published: August 30, 2008

This paper considers the importance of employees in the process of building customer experience. It states that internal investment is rewarded with consistent, quality customer exchanges. Brand values are presented as the currency to measure the worth of exchanges between organizations and their customers. The paper concludes by presenting a case study of the mobile operator, Orange, during the period 1994–2003.

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

Linking Vision and Values with Brand (Specifically Reputation) Management

By Ian Ryder | Published: August 13, 2007

Organizations often experience failure, either because of a flawed vision, or a shortfall of values. How then do we align internal and external communications to create sustainable competitive advantage as a route to a strong brand reputation?

Also posted in Beyond Branding, Brand management, branding, CSR, environment, marketing management, relationships, social responsibility, The Journal, The Journal of the Medinge Group, vol. 1, no. 1, 2007 | Leave a comment

Why More Brands Now ‘Have a Conscience’

By Colin Morley | Published: August 12, 2007

An historically significant article written in 2004 examining the intellectual and semiotic underpinnings of brands with conscience. It is published with the permission of the estate of Colin Morley; his vision helped shaped Medinge’s yearly Brands with a Conscience awards, inspiring our yearly presentation to an NGO, named in his memory.