Good for Business: The Rise of the Conscious Corporation

Today's corporations are subject to a higher order of scrutiny than ever before. To secure consumers' patronage, corporations must demonstrate their dedication not just to customers and shareholders, but also to the greater global community. In response, corporations from Home Depot to GE are undergoing an evolutionary transformation that is changing the very nature of their operations, strategies, and relationships with consumers 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 just how the most dynamic and promising companies of today are charting a new path for the corporate brand of tomorrow. They show how four key elements will serve as the cornerstones of the most successful businesses of the future: *Purpose Beyond Profit *Humanized Leadership *Corporate Consciousness *Collaborative Partnerships

Table of Contents:
PART I: THE CONSUMER AND THE COMPANY OF THE FUTURE Rethinking the Role of the Corporation Welcome to the Consumer Republic Four Cornerstones of the Corporate Brand of the Future PART II: REINVENTING CORPORATE CULTURE 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 PART III: ACCELERATING THE MOMENTUM OF THE CORPORATE BRAND 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

About the Author :
ANDREW BENETT is CEO of Euro RSCG NY and Global Chief Strategy Officer of Communications firm Euro RSCG Worldwide. His work has been published in Brandweek, Adweek, and Adage. ANN O'REILLY is Content Director of Euro RSCG's Knowledge Exchange. She is co-author, with Marian Salzman and Ira Matathia, of The Future of Men (Palgrave Macmillan, 2005) and Buzz (Wiley& Sons/Brandweek Books, 2003). GREG WELCH is a Global Practice Leader at Spencer Stuart. He is co-founder of the M50 marketing group and creator of Spencer Stuart's annual CMO Summit, which has been featured on CNBC and in WSJ and BusinessWeek. CAVAS GOBHAI is a former CEO of Synectics, Inc. and a leading business consultant specializing in corporate strategy, creativity, and collaboration.

Review :
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"" "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"  “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