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

Leading brand designer Marc Gobe 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. Gobe argues that corporations need a new vision to survive in the present "emotional economy," cha [...]
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Leading brand designer Marc Gobe 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. Gobe 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.