We first: how brands and consumers use social media to build a better world

Mainwaring examines a new practice in which brands aim to earn consumer loyalty and profit, while creating a pillar of sustainable social change. The book assesses how innovative practices answer the pressing issue facing business today: how modern capitalism can satisfy the need for both profit and sustainability. SIMON MAINWARING is the Founder and CEO of WeFirst, a branding firm specializing in the integration of profit and purpose, and is a prominent blogger and international speaker. An award-winning former Nike creative at Wieden & Kennedy and worldwide creative director for Motorola at Ogilvy, he is a member ofthe AdAge Power 150, the GMI Digital Advisory Board, TED, and serves on the Advisory Board of the Center for Public Diplomacy at the Annenberg School of Communications at the University of Southern California, USA. INDICE: PROLOGUE - Transforming the Engine of Capitalism - Redefining Self-Interest from Me First to We First - The Future of Profit is Purpose - Creating Sustainable Capitalism in Five Ways - Instilling We First Values into Capitalism - Why the World Needs a Responsible Private Sector - How Brands Build Their Business and a Better World - How Consumers Build Responsible Brands and aBetter World - How Contributory Consumption Creates Sustainable Social Change- The Global Brand Initiative: The Future of the Private Sector - Epilogue - Endnotes

• ISBN: 978-0-230-11026-7
• Editorial: Palgrave MacM
• Encuadernacion: Cartoné
• Páginas: 256
• Fecha Publicación: 08/07/2011
• Nº Volúmenes: 1
• Idioma: Inglés