Citizen Brand: 10 Commandments for Transforming Brands in a Consumer DemocracyLeading 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. |
Contents
The First Commandment Evolve from Consumers to People | |
The Second Commandment Evolve from Honesty to Trust | |
The Third Commandment Evolve from Product to Experience | |
The Fourth Commandment Evolve from Quality to Preference | |
The Fifth Commandment Evolve from Notoriety to Aspiration | |
The Sixth Commandment Evolve from Identity to Personality | |
The Seventh Commandment Evolve from Function to Feel | |
The Eighth Commandment Evolve from Ubiquity to Presence | |
The Ninth Commandment Evolve from Communication to Dialogue | |
The Tenth Commandment Evolve from Service to Relationship | |
A Final Note on Citizen Brandship | |
Notes | |
Other editions - View all
Citizen Brand: 10 Commandments for Transforming Brands in a Consumer Democracy Marc Gobé No preview available - 2002 |
Citizen Brand: 10 Commandments for Transforming Brands in a Consumer Democracy Marc Gobe No preview available - 2010 |
Common terms and phrases
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