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Citizen Brand

10 Commandments for Transforming Brands in a Consumer Democracy

Citizen Brand by Marc Gobe
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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. 
Allworth Press; September 2006
256 pages; ISBN 9781621531937
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Title: Citizen Brand
Author: Marc Gobe