Corporate Religion: Building a Strong Company Through Personality and Corporate Soul - Hardcover

Building tomorrow's market leaders: companies with a soul. Building companies with self-worth and belief: the 21st century's key success factors. Building brands "from the heart." How the leaders are doing it: from Virgin to Starbucks, McDonald's to Harley-Davidson. In the future, building market leadership will be about building companies with a strong personality -- a corporate soul, if you will. To survive, companies must be authentic: they must grow brands from the heart. In Corporate Religion, one of Europe's fastest-rising marketing gurus shows you how. Corporate Religion is about building a strong market position in a world where consumers no longer demand simply a product, but reliable companies and brands. It's about finding the courage to believe in a strong idea and shared vision -- and manage accordingly. It's about what it takes to lead companies with such a vision -- and how to share that vision with the world. Jesper Kunde doesn't just exhort: he presents 12 detailed case studies and a timetable you can use to set the process in motion.

Jesper Kunde established Kunde & Company in 1988 and has helped it grow into one of Scandinavia's leading integrated advertising agencies.

Danish born JESPER KUNDE, 42, is a Bachelor of Commerce. He worked for Carlsberg and the electronics company LK before he started the advertising agency Kunde & Co. with his partner Gaute Hogh in 1988. Kunde & Co. has established itself as one of Scandinavia's largest integrated advertising agencies, functioning as marketing and management consultants for major international companies including Ecco, Bag & Olufsen, Bodum and MD foods.

The Advocate

British born BJ Cunningham, 34, founded the Enlightened Tobacco Company plc to manufacture and distribute his DEATH™ brand of Cigarettes. In 1998, he joined with Jesper Kunde to open the London office of Kunde & Co. as Managing Partner.

Kunde & Co. attaches special importance to strategic work for internationally oriented companies. The agency has a strong culture which has made Jesper Kunde and his company the subject of much discussion in Scandinavia, not least because of its adherence to CORPORATE RELIGION.