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Citizen Brand:
10 Commandments for Transforming Brands
in a Consumer Democracy
by Marc Gobé
Leading 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.
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, marketing and advertising managers, and graphic designers seeking to inspire a fiery sense of allegiance among today’s consumers.
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Reviews
“Marc is writing about turning the twentieth-century sword of marketing into twenty-first-century plowshare. We’ve changed, and so has the engine of marketing and branding.”
—Paco Underhill, CEO, Envirosell, and author of Why We Buy: The Science of Shopping
“Citizen Brand will be a powerful tool to link companies with today’s new consumers.”
—Marvin Traub, Senior Adviser, Financo, Inc., and President, Marvin Traub Associates, Inc.
“. . . a must-read for those wanting to be players and to thrive in this new economic environment.”
—Radames Soto, former Managing Director, the Wall Street Journal’s Interactive Edition for Latin America
“. . . leading-edge thinking into successful brand planning and involvement.”
—Lee Hornick, Program Director of Corporate Communications, The Conference Board”
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