Editorial: Can brand leadership recover local trust and global responsibility?

To restore lost memories of brand leadership, total brand corporate responsibility (TBCR) needs to be explored with serious curiosity. There is a need to challenge the global brand that budgets a billion dollars annually on advertising imagery as a sham on humanity unless it connects all the way thr...

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Bibliographic Details
Published in:The journal of brand management 2003-05, Vol.10 (4), p.268-278
Main Authors: Macrae, Chris, Rouse, Brenda, Yan, Jack, Kitchin, Tim, Blumenthal, Dannielle, Caswell, John, Ryder, Ian, Anholt, Simon, Power, Thomas, McQuarrie, Malcolm, Willmott, Michael, Abel, Andrew, Hilton, Steve, Irwin, Ron, Middlemiss, Nigel, Brady, Arlo
Format: Article
Language:English
Subjects:
Community
Corporate responsibility
Editorials
Globalization
Leadership
Social responsibility
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Summary:To restore lost memories of brand leadership, total brand corporate responsibility (TBCR) needs to be explored with serious curiosity. There is a need to challenge the global brand that budgets a billion dollars annually on advertising imagery as a sham on humanity unless it connects all the way through to enabling local community progress, especially where humans are in the most desperate need. Dramatic increases in performance, and sustainable competitive advantage do not come from the slow evolution of conventional business processes. They come from instead from wholesale reinventions or value innovations - enabled by the creation of an entirely fresh mental context which seeks to understand the underlying dynamic structure: its reconfigurable substance, composed of stakeholders' wants and aspirations, and organizations' ability to meet them.
ISSN:1350-231X
1479-1803
DOI:10.1057/palgrave.bm.2540123