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

Overview

Leading brand designer Marc Gobé builds on his highly successful Emotional Branding strategy with Citizen Brand, a powerful new concept designed to help companies earn the trust of today's consumers. Gobé argues that corporations need a new vision to survive in the present "emotional economy," challenging them to develop more passionate, human, and socially responsible brand strategies. He shows how to transform Consumers to People, Products to Experiences, Honesty to Trust, Quality to Preference, Identity to ...

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

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Overview

Leading brand designer Marc Gobé builds on his highly successful Emotional Branding strategy with Citizen Brand, a powerful new concept designed to help companies earn the trust of today's consumers. Gobé argues that corporations need a new vision to survive in the present "emotional economy," challenging them to develop more passionate, human, and socially responsible brand strategies. He shows how to transform Consumers to People, Products to Experiences, Honesty to Trust, Quality to Preference, Identity to Personality, and Service to Relationship. 

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Editorial Reviews

Publishers Weekly
As advertising becomes more insidious, seeping into taxis and bathroom stalls across the country, it's increasingly difficult for companies and products to stand out from the crowd and avoid being ignored by ad-weary consumers. In Gob 's follow-up to Emotional Branding, he outlines successful marketing strategies to help brands grow from conventional to innovative, assuring survival in a crowded marketplace. "The shift in thinking is from asking how we can motivate consumers to buy our product to asking instead how we can touch our consumers' lives." At the heart of Gob 's model of branding is the involvement of the brand in the community. Citing such famous examples as the Body Shop, Ben and Jerry's and Tom's of Maine, Gob argues that given the choice, consumers will pick a brand that demonstrates concern for the environment, human rights and social equality over one that does not. Gob 's prescriptions include creating an environment where consumers can "experience the brand," which helps demonstrate trustworthiness, and uniting form and function through unique and practical designs. Strikingly absent from this guide, however, is sufficient hard data to back up the author's assertions that social responsibility will boost sales and insure the longevity of a brand. There are also relatively few comparative scenarios to highlight how poor community relations, bad design or political gaffes could devastate even the most well-established companies. Gob 's ideas, however, are well conceived, and the book does offer scores of articulate examples of brands that are using citizen branding. Agent, Jennifer Weltz. (Oct.) Copyright 2002 Cahners Business Information.
Soundview Executive Book Summaries
Marc Gobé, the founder, president and CEO of one of the top ten image creation firms in the world, writes that corporations need a new vision to survive in what he calls our present "emotional economy." His method of branding involves challenging firms to develop more passionate, human and socially responsible brand strategies to win customer loyalty. Citizen Brand offers executives, marketing and advertising managers, and graphic designers the tools they can use to inspire passionate loyalty among modern consumers. © 2003 Soundview Executive Book Summaries

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Product Details

  • ISBN-13: 9781581158182
  • Publisher: Skyhorse Publishing
  • Publication date: 5/25/2010
  • Pages: 288
  • Product dimensions: 5.50 (w) x 8.50 (h) x 0.80 (d)

Meet the Author

Marc Gobé is the cofounder and former CEO of Desgrippes Gobé, one of the top ten branding firms in the world. He is now the president of Emotional Branding, LLC, a New York-based experimental think tank and consulting firm. A sought-after public speaker, Gobé has received numerous design awards from publications and institutions including ID, Interiors, and Graphis magazines; VM+SD; the Brand Design Association; the Art Directors Club; and CLIO. He is a member of the exclusive, world-class network of Vantage Marketplace, LLC, a subsidiary of Goldman Sachs. He is a regular design columnist on BusinessWeek.com and the author of three previous books, Emotional Branding (2001), Citizen Brand (2002), and Brandjam (2007). He lives in New York City.
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Table of Contents

Foreword
Acknowledgments
Introduction: Citizen Brands in a Consumer Democracy
Ch. 1 The First Commandment: Evolve from Consumers to People 1
Ch. 2 The Second Commandment: Evolve from Honesty to Trust 47
Ch. 3 The Third Commandment: Evolve from Product to Experience 79
Ch. 4 The Fourth Commandment: Evolve from Quality to Preference 99
Ch. 5 The Fifth Commandment: Evolve from Notoriety to Aspiration 113
Ch. 6 The Sixth Commandment: Evolve from Identity to Personality 127
Ch. 7 The Seventh Commandment: Evolve from Function to Feel 153
Ch. 8 The Eighth Commandment: Evolve from Ubiquity to Presence 175
Ch. 9 The Ninth Commandment: Evolve from Communication to Dialogue 195
Ch. 10 The Tenth Commandment: Evolve from Service to Relationship 215
Conclusion: A Final Note on Citizen Brandship 229
Notes 233
Index 237
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