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ISBN: 158115240XИздательство: Watson-Guptill Publications
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 Gobe, the founder of the widely successful Emotional Branding concept. Today?s all-powerful, post-hedonistic consumers expect a deepening level of emotional commitment and social responsibility from thebrands that they choose. In CITIZEN BRAND, an evolvement of his revolutionary EMOTIONAL BRANDING concept, the internationally acclaimed branding guru tells corporations how to become the socially relevant, caring community members that are elected in today?s consumer democracy. Three quarters of consumers would vote for corporate community involvement and ethical business practices, say recent polls. Yet while "cause marketing" programs abound, few corporations truly...