Citizen Brand: 10 Commandments for Transforming Brand Culture 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.

256 pages, Hardcover

First published September 1, 2002

About the author

Марк Гобэ (Russian Profile))