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 co-CEO of Marketing Communications agency Euro RSCG NY and Global Chief Strategy Officer of Euro RSCG Worldwide. In 2009, Andrew was named to Crain's New York Business's '40 Under 40.' ANN O'REILLY Content Director of Euro RSCG's Knowledge Exchange. She is co-author of The Future of Men and Buzz. CAVAS GOBHAI former CEO of Synectics, is a leading business consultant specializing in strategy and innovation for senior management teams. GREG WELCH global leader for the Consumer Goods& Services Practice at executive search firm Spencer Stuart.

Reviews

'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, USA and author of Green to Gold 'Discussion centres 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