The book Utopia Brands makes the case for a reinvention of the discipline of branding, away from the shallow marketing tools invented in the 60s.
It outlines an approach of deep branding that puts the development of a brand Utopia at its core, complemented by 3 tools: transparency, abundance and community.
An approach that turns branding into a leadership tool, and equips CMOs and CEOs with the thoughware necessary to make positive impact on the world, and grow their business.
Authors: Benoit Beaufils and Subodh Deshpande
Additional contributors: Annemarie Van den Brekel, Robert Schermers, Aqeelah Hassim,Thais Gyurczo, Priscilla Henriette, Nicholas Nugrahtama, Cathy Wang, Arnaud Tasiaux, Joyshree Reinelt, Muriel Soupart
Editor: Twan Zegers
Designer: Annie Christiansen