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

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Length: 288 pages Word Wise: Enabled Enhanced Typesetting: Enabled
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Editorial Reviews

From 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 Gobé'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 Gobé'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, Gobé 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. Gobé'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. Gobé's ideas, however, are well conceived, and the book does offer scores of articulate examples of brands that are using citizen branding.
Copyright 2002 Reed Business Information, Inc.

From the Publisher

Leading brand designer Marc Gobé builds on his highly successful Emotional Branding strategy with Citizen Brand, a powerful new concept designed to help companies develop strong positive bonds with today’s consumers. Gobè 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 if they want to earn buyers’ loyalty. He shows how to transform Consumers to People, Products to Experiences, Honesty to Trust, Quality to Preference, Identity to Personality, and Service to Relationship. Filled with timely demographics on evolving trends, powerful images from advertising and retail, and practical examples from the author’s own experience, Citizen Brand is a powerful tool for CEOs, advertising managers, and graphic designers seeking to inspire a fiery sense of allegiance among today’s consumers.

Product Details

  • File Size: 3920 KB
  • Print Length: 288 pages
  • Publisher: Allworth Press; 1 edition (September 2, 2006)
  • Publication Date: September 2, 2006
  • Sold by: Amazon Digital Services LLC
  • Language: English
  • ASIN: B008O622P8
  • Text-to-Speech: Enabled
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  • Word Wise: Enabled
  • Lending: Not Enabled
  • Enhanced Typesetting: Enabled
  • Amazon Best Sellers Rank: #1,514,982 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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More About the Author

Mark Gobé is the founder, chairman, and CEO of Desgrippes Gobe, one of the world’'s top ten brand image creation firms. His previous books are Emotional Branding, reviewed and revered around the world, and Citizen Brand. Gobé, the winner of several international design awards, lives in New York City.

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Top Customer Reviews

By A Customer on November 4, 2002
Format: Hardcover
A fantastic and very useful book--a must read for any marketing professional today. This book is about far more than how to build effective "cause marketing" campaigns. It is nothing short of a revolutionary/revelatory new approach to business in our difficult era!
Gobe is a branding visionary with a very insightful and inspiring approach to building strong brands. While I enjoyed and appreciated his last book, Emotional Branding, I am even more impressed with this one. He proposes here a whole new shift in thinking that is of course-- in a post-Enron, et al.. world-- very a propos today.
He argues that a holistic, consumer-centric and ethics grounded approach to both business and marketing strategies is not only "good" but also good business--it's the new expectation (and biggest opportunity as many will fail to recognize the changed landscape...). This is something I have believed strongly and observed in action for many years as a marketing executive for a global corporation with major consumer brands and it's rewarding to see these ideas put forth in such a fresh and engaging manner.
But besides giving us a provocative new way of looking at marketing strategies from a big picture perspective, the book also has a lot of value from a very practical, hands on point of view. It is full of useful information, such as highly original insight into the latest consumer trends and demographics research, lots of well thought out and unsually interesting case studes and examples of what the most innovative branding professionals are doing. Most of all, the book gives marketers a practical detailed process for how a brand can become a "Citizen Brand" for consumers today and continues the theme of his last book giving insight on how marketers can touch consumers on an emotional level that will inspire that rarity of all rarities--brand loyalty!
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Format: Hardcover
A book, a philosophy, a plan for the future - and one after my own heart...
In an age where many business fear for the future, claiming that customers are jaded, and even anti-business, Gobé presents the situation in more than a constructive manner, he gives a hopeful one.
Rather than throwing his hands up to the sky, pointing to groups that plan 'Don't Buy Anything' days as the end of it all, he shows us that commerce is not over, it is evolving.
More than heart-warming, I think he is right. (He sure has described me as a consumer!) And I know I want to run my business by these ethics, goals & philosophies.
However, his message is more than an uplifting moment, or one of personal identification for me - he gives concrete examples of how businesses can connect with today's customers.
If you can invest in only one branding book this year, this is the one to get.
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Format: Hardcover
I found this book less brilliant than his previous title ¡§Emotional branding¡¨. Gobe is simply repeating himself in a loosely knit 10-chapters format. There are many interesting case studies, but the author does not focus them tight enough to make those examples relevant to the chapter title. For instance in chapter 2 he talks about trust and cause marketing, but he cannot solidly tie the two together; as trust does not always equal well-carried cause marketing campaigns, what IS trust in terms of branding? What are the mechanisms of ¡§trust¡¨? I think he should give us a global definition before diving into the subject.
There are numerous examples of such poorly related text in the book, I would advise you to read his first book ¡§Emotional branding¡¨ and skip this one.
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