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

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Allworth Press, 2002 - Business & Economics - 249 pages
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. 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 if they want to earn buyers' loyalty. With brands now elevated to a role extending for beyond commerce, corporations will have to respond with a level of involvement in consumers' lives and with a commitment to their well-being that has never been seen before. The author further develops his ten commandments for emotional branding, showing companies how to envolve from old-school corporations into concerned.

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About the author (2002)

Marc Gobe is the founder, President, CEO, and Executive Creative Director of desgrippes gobe group one of the world's top ten brand image creation firms

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