1997. Macmillan.

The Corporate Brand shows how organisations can best manage their reputations. The book is more than just about names and logos. Its fundamental premise is that organisations should integrate all forms of communications – be they the performance of products and services, the action of employees, or advertising – to build interactive relationships with all audiences.

What determines the strength of a corporate brand? And how can it be enhanced?

A corporate brand conveys a company’s reputation to its audience. It is about far more than names and logos. A successful corporate brand links the corporate name to the company’s distinctive qualities such as service or value.

This book’s fundamental premise is that organisations should use all forms of communication – be they performance of products and services, the action of employees or advertising – to build interactive relationships with their audience. It shows how successful corporate brands build and maintain both ‘corporate identity’ and reputation.

1999 Financial Times. Chinese language edition available shortly.
This practical guide is designed to help businesses define and then manage their corporate brands.

Developing a powerful corporate brand engenders trust and loyalty among an organisation’s key audiences. The most effective brands are those built on strong and deeply held values, requiring self-knowledge, market understanding and leadership.

Written by Nicholas Ind, this authoritative and practical briefing outlines the steps you need to take from defining your brand through to on-going management.

Contents include:

• The mystery of corporate branding
• Building trust
• Analysing the corporate brand
• Relationships and the corporate brand
• Managing the corporate brand

Plus case studies on:

• Corporate branding
• Communications research

2001. Kogan Page.

A company’s workforce is its most valuable asset. It is the employees who translate an organisation’s strategy into reality, interact with consumers and determine the corporate brand.

Living the Brand demonstrates how a participatory approach can enhance employee commitment, improve service standards and focus effort to deliver business goals. This can be achieved by building meaning, purpose and values into the organization to foster a culture of enthusiastic employee participation. This practical and inspirational book is about how organizations can empower and enthuse their employees to create ‘brand champions’.

The themes of Living the Brand are:

• Employees flourish in organizations where they identify with the brand;
• Organizations flourish when the brand has relevance and creates meaning;
• Purpose and values are not created – they exist; the issue is how well they are articulated and embedded;
• Brand clarity creates freedom;
• Brands come to life when the boundaries between the internal and external blur;
• Stories and myths are important for sustaining brands;
• Living the brand requires imagination.

With the use of original international case studies, Nicholas Ind discusses the insights and problems of articulating and then delivering brands through people. The book examines the nature of branding and why people have become such important definers of the brand.

The conclusion being that both organizations and people need values – it is essential to their well-being and sense of worth.

2003. Kogan Page.

Published in autumn 2003 and available in paperback from 2005, challenges business to adapt to a world of transparency by adopting new ways of meeting the needs of stakeholders and by operating with openness and integrity.

See www.beyond-branding.com

2007. Kogan Page

A company’s workforce is its most valuable asset. It is the employees who translate an organization’s strategy into reality, interact with consumers, and determine the corporate brand.

This updated edition of Living the Brand demonstrates how a participatory approach can enhance employee commitment, improve service standards, and focus effort to deliver business goals. This practical and inspirational book is about how organizations can empower their employees and create “brand champions”.

Using international examples, such as Greenpeace, Ferrari and Quiksilver, Nicholas Ind shows that employees flourish in organizations where they identify with the brand, and organizations flourish when the brand creates meaning for the employee. Living the Brand shows how to make this happen.

See the new trailer for the new Living the Brand film at www.livingthebrand.org

2010 Cappelen Damm

Written to inspire people about the potential for finding meaning at work this books features interviews with artists, academics, film and theatre directors, entrepreneurs and business managers. Illustrated.

In Meaning at Work, Nicholas Ind asks why we get bored and frustrated with our jobs and then suggests the attitudes and behaviour we should adopt to find fulfilment. Drawing on ideas from philosophy and business practice and illustrated with references to films, art and literature, Ind shows that people can find meaning if they engage with their jobs, challenge themselves to be open to the ideas of others and take an active part in shaping their organizations.

Using interviews with artists, academics, film and theatre directors, entrepreneurs and business managers as inspiration, Ind demonstrates how we can realise our potential as individuals and make the organizations of which we are part, more successful. Whether you are a leader of an organization, an employee, a student or about to start work, this book provides a rich source of ideas.

Also available from the publishers.