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Citizen Brand : 10 Commandments for Transforming Brand Culture in a Consumer Democracy

Author: Marc Gobé
Publisher: New York : Constable & Robinson, 2006.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
What have today's brands in common with politicians? - They need to take an active, positive role in people's lives in order to be elected?locally and globally, says Marc Gobé, the founder of the widely successful Emotional Branding concept. Today's all-powerful, post-hedonistic consumers expect a deepening level of emotional commitment and social responsibility from the brands that they choose. In CITIZEN BRAND,  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Gobe, Marc.
Citizen Brand : 10 Commandments for Transforming Brand Culture in a Consumer Democracy.
New York : Constable & Robinson, ©2006
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Marc Gobé
ISBN: 9781621531937 1621531937
OCLC Number: 821185665
Description: 1 online resource (367 pages)
Contents: Cover; Title; Copyright; Dedication; Table of Contents; Foreword; Acknowledgments; Introduction: Citizen Brands in a Consumer Democracy; Chapter 1: The First Commandment: Evolve from Consumers to Pe; Chapter 2: The Second Commandment: Evolve from Honesty to Trust; Chapter 3: The Third Commandment: Evolve from Product to Experience; Chapter 4: The Fourth Commandment: Evolve from Quality to Preference; Chapter 5: The Fifth Commandment: Evolve from Notoriety to Aspiration; Chapter 6: The Sixth Commandment: Evolve from Identity to Personality. Chapter 7: The Seventh Commandment: Evolve from Function to FeelChapter 8: The Eighth Commandment: Evolve from Ubiquity to Presence; Chapter 9: The Ninth Commandment: Evolve from Communication to Dialogue; Chapter 10: The Tenth Commandment: Evolve from Service to Relationship; Conclusion: A Final Note on Citizen Brandship; Notes.
Responsibility: Marc Gobé.

Abstract:

What have today's brands in common with politicians? - They need to take an active, positive role in people's lives in order to be elected?locally and globally, says Marc Gobé, the founder of the widely successful Emotional Branding concept. Today's all-powerful, post-hedonistic consumers expect a deepening level of emotional commitment and social responsibility from the brands that they choose. In CITIZEN BRAND, an evolvement of his revolutionary EMOTIONAL BRANDING concept, the internationally acclaimed branding guru tells corporations how to become the socially relevant, caring communi.

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