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 todays 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 authors own experience, Citizen Brand is a powerful tool for CEOs, advertising managers, and graphic designers seeking to inspire a fiery sense of allegiance among todays consumers.