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

289 Pages·2002·2.45 MB·English
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Preview Citizen Brand: 10 Commandments for Transforming Brand Culture in a Consumer Democracy

citizen brand This Page Intentionally Left Blank citizen brand 10 Commandments for Transforming Brands in a Consumer Democracy marc gobé © 2002 Marc Gobé All rights reserved. Copyright under Berne Copyright Convention, Universal Copyright Convention, and Pan- American Copyright Convention. No part of this book may be reproduced, stored in a retrieval system, or transmit- ted in any form, or by any means, electronic, mechanical, photocopying, recording, or otherwise, without prior permission of the publisher. 07 06 05 04 03 02 5 4 3 2 1 Published by Allworth Press An imprint of Allworth Communications 10 East 23rd Street, New York, NY 10010 Cover design by Joan O’Connor Page design by Phyllis Aragaki Page composition/typography by Sharp Des!gns, Lansing, MI LIBRARYOFCONGRESSCATALOGING-IN-PUBLICATIONDATA Gobé, Marc. Citizen brand : 10 commandments for transforming brand culture in a consumer democracy / Marc Gobé. p. cm. Includes bibliographical references and index. ISBN 1-58115-240-X 1. Brand name products. 2. Brand name products—Marketing. 3. Consumers’preferences. 4. Motivation research (Marketing) I. Title: 10 commandments for transforming brand culture in a consumer democracy. II. Title: Ten commandments for transforming brand culture in a consumer democracy. III. Title. HD69.B7 G6 2002 658.8'27—dc21 2002009119 Printed in Canada “We need discussions about whether the rich world is giving back what it should in the developing world.” —Kofi Annan, Secretary General of the United Nations This Page Intentionally Left Blank table of contents ix Foreword by Patrick Gournay xiii Acknowledgments xv INTRODUCTION: Citizen Brands in a Consumer Democracy 1 CHAPTER1: The First Commandment: Evolve from Consumers to People 47 CHAPTER2: The Second Commandment: Evolve from Honesty to Trust 79 CHAPTER3: The Third Commandment: Evolve from Product to Experience 99 CHAPTER4: The Fourth Commandment: Evolve from Quality to Preference 113 CHAPTER5: The Fifth Commandment: Evolve from Notoriety to Aspiration 127 CHAPTER6: The Sixth Commandment: Evolve from Identity to Personality 153 CHAPTER7: The Seventh Commandment: Evolve from Function to Feel 175 CHAPTER8: The Eighth Commandment: Evolve from Ubiquity to Presence 195 CHAPTER9: The Ninth Commandment: Evolve from Communication to Dialogue 215 CHAPTER10: The Tenth Commandment: Evolve from Service to Relationship 229 CONCLUSION: A Final Note on Citizen Brandship 233 Notes 237 Index vii This Page Intentionally Left Blank foreword Not so long ago, when marketing folks talked about brands, they were really only talking about the product, its qualities, price, and function. Later, marketers developed perceived benefits, those addi- tional and sometimes questionable qualities that were ascribed to the products they were promoting. More recently, we have witnessed the emergence of lifestyle associations with brands; communication aimed at engaging consumers with the product, not so much for what it does but for what it says about the person who buys, wears, eats, or uses it. The fact is that great brands have personalities; they have attitude and they give greater depth and meaning to the prod- uct. Just think of Timberland, Coca-Cola, Disney, or Starbucks. In highly competitive markets, the brand creates choices and helps con- sumers make decisions about what they want to buy. The evolutionary process continues apace with what Marc Gobé describes as the emergence of the “Citizen Brand.” The Citizen Brand is built around the increasing significance of the emotional content and the actual relevance to the consumer of, not just the brand, but also the company behind it. That’s something I can relate to both as a consumer and as a businessman. The fact is that a great brand is more than simply a great marketing campaign or product. Increasingly, brands will reflect the deeper personalities, culture, and behaviors of the organization that gives ix

Description:
Internationally Acclaimed Branding Guru Challenges Corporations: "It’s Time to Act as Good Citizens" What have today’s brands in common with politicians? - They need to take an active, positive role in people’s lives in order to be elected —locally and globally, says Marc Gobé, the founder
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Most books are stored in the elastic cloud where traffic is expensive. For this reason, we have a limit on daily download.