Citizen brand [electronic resource] : 10 commandments for transforming brands in a consumer democracy / Marc Gobé.
By: Gobé, Marc.
Material type:
BookPublisher: New York, N.Y. : Allworth Press, c2002Description: 1 online resource.ISBN: 9781581152401; 9781581152999 (electronic bk.).Call No.:
HD69.B7
G6 2002
Other title: 10 commandments for transforming brands in a consumer democracy | Ten commandments for transforming brands in a consumer democracy.Subject(s): Brand name products | Branding (Marketing) | Consumers' preferences | Motivation research (Marketing)Online resources: Electronic Resources Includes bibliographical references (p. 233-235) and index.
Introduction : citizen brands in a consumer democracy -- Evolve from consumers to people -- Evolve from honesty to trust -- Evolve from product to experience -- Evolve from quality to preference -- Evolve from notoriety to aspiration -- Evolve from identity to personality -- Evolve from function to feel -- Evolve from ubiquity to presence -- Evolve from communication to dialogue -- Evolve from service to relationship -- Conclusion : a final note on citizen brandship.
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