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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.
What is the most important issue facing business today? Globalization, the technological revolution, supply chain management, core competencies, staff retention, price competition? Important though all of these are, something else is emerging as an equally critical challenge facing companies in the technological, globalized, knowledge economy ahead. It is the concept of Citizen Brands. Its importance arises because it embodies not just one, but three crucial strategic issues for the business world: * Values (what the company stands for); * Corporate citizenship (playing an active role in society); * Branding (the tangible and intangible attributes that are encompassed in a name or trademark). This book is about how these three elements come together in an integrated way; about how they define a company's relationship with all the relevant people and institutions it has to deal with - customers, employees, shareholders, suppliers, government or whoever. Put another way, it is about achieving corporate success through putting society at the heart of the company. Companies through their direct actions (for example employment) and through their intermediaries - brands - are an integral part of the social and economic world in which they operate, needing to reflect the values and aspirations that exist; the differences and similarities. This is why corporate managers need to bring society into the company; why they need to turn their brands into citizen brands. In the emerging networked, post-industrial world, managing that relationship is one of the most important challenges that companies face. And companies that understand and embrace this are likely to be the ultimate winners in the future.
Business doing good is doing good business; this book learns from the era where governments ruled the world, pre-globalisation, and where business looked after itself, where issues like climate change, resource depletion and even poverty and hunger were not thought to be the responsibility of business. The Company Citizen concludes that not only are these key issues for business today but that the world will not be able to manage these issues without the active participation - even leadership - of business. Aware of the shortcomings of both government and civil society the author argues that environmental sustainability, economic and social inclusion and the better management of resources are all key issues for business and that it makes good business sense to manage them better. This book examines the case for the company citizen on a global, national and community level working alongside other. Never has the conscientious company citizen, as envisaged by 19th century Quaker philanthropists, been more needed; and never has that business case, one that justifies a long-term commitment to practical corporate behaviour for good, been more clear. Drawing attention both to the businesses that are taking the lead and those who are holding us back, the author concludes that only by involving business can we tackle the great issues of the day - and survive, as communities, nation and planet.
Particularly among segments of the left that have identified neoliberal market logics and consumer capitalist structures as a major focus of political struggle -- .
The woman next to you in the coffee shop, typing madly on her laptop, just might be determining the ending to next year's block-buster film or how quickly the hottest new PDA hits store shelves. In homes, dorm rooms, waiting rooms, planes and trains around the world, millions of people are exercising enormous influence on what we buy, even though they have no official connection to those products and services. Who are they? What motivates them? Marketing experts Jackie Huba and Ben McConnell explore the ramifications of social media in Citizen Marketers. As everyday people increasingly create content on behalf of companies, brands or products, they are collaborating with others just like themselves and forming ever-growing communities of enthusiasts and evangelists. From the rough to the sophisticated, the "user-generated media" of blogs, online bulletin boards, podcasts, photos, songs, and animations are influencing companies' customer relationships, product design, and marketing campaigns, whether they participate willingly or not.
From the start of Barack Obama's presidency in 2009, conservative populist groups began fomenting political fractiousness, dissent, and surprising electoral success. The Tea Party was one of the major characters driving this story. But, as Khadijah Costley White argues in this book, the Tea Party's ascent to major political phenomenon can be attributed to the way in which partisan and non-partisan news outlets "branded" the Party as a pot-stirrer in political conflicts over race, class, and gender. In other words, the news media played a major role in developing, cultivating, and promoting populism's brand, particularly within the news spaces of commentary and opinion. Through the language of political marketing, branding, and promotion, the news media not only reported on the Tea Party, but also acted as its political strategist and brand consultant. Moreover, the conservative press acted more as a political party than a news medium, deliberately promoting the Tea Party, and aiding in organizing, headlining, and galvanizing a conservative political base around specific Tea Party candidates, values, and events. In a media environment in which everyone has the opportunity to tune out, tune in, and speak back, The Branding of Right-Wing Activism ultimately shows that distinctions between citizens, journalists, activists, politicians, celebrities, and consumers are more symbolic than concrete.
"Citizen Coke demostrate[s] a complete lack of understanding about…the Coca-Cola system—past and present." —Ted Ryan, the Coca-Cola Company By examining “the real thing” ingredient by ingredient, this brilliant history shows how Coke used a strategy of outsourcing and leveraged free public resources, market muscle, and lobbying power to build a global empire on the sale of sugary water. Coke became a giant in a world of abundance but is now embattled in a world of scarcity, its products straining global resources and fueling crises in public health.
This textbook systematically addresses the principles of marketing as applied to the heritage sector. Chapters cover an introduction to heritage marketing, environmental factors, markets segmentation and target marketing in the heritage industry, and company heritage marketing.
Unlike cornflakes and the thousands of other copycat creations enjoying notoriety and pulling in huge sums of money in our world, human beings are not parody products. We are one-of-a-kind, limited edition originals. Each one of us has come here to explore and express our invaluable uniqueness, making ourselves, and the world, richer for having done so. Merry Carole Powers, writer, creative director and corporate social responsibility consultant with more than 20 years of experience creatively stewarding global brands, has taken the six core building blocks every multi-billion-dollar brand is built upon and reapplied these success principles from products to people. Join her on the corner where business acumen meets spiritual insight and take a journey that transforms the discipline of branding from a sales tool into a life tool. One that can position you to pinpoint your unique value and put it into action to create a business, relationship and life that brings you success on the truest levels. After all, if a cornflake can do it, why not you? Book jacket.
The powerful potential of digital media to engage citizens in political actions has now crossed our news screens many times. But scholarly focus has tended to be on "networked," anti-institutional forms of collective action, to the neglect of advocacy and service organizations. This book investigates the changing fortunes of the citizen-civil society relationship by exploring how social changes and innovations in communication technology are transforming the information expectations and preferences of many citizens, especially young citizens. In doing so, it is the first work to bring together theories of civic identity change with research on civic organizations. Specifically, it argues that a shift in "information styles" may help to explain the disjuncture felt by many young people when it comes to institutional participation and politics. The book theorizes two paradigms of information style: a dutiful style, which was rooted in the society, communication system and citizen norms of the modern era, and an actualizing style, which constitutes the set of information practices and expectations of the young citizens of late modernity for whom interactive digital media are the norm. Hypothesizing that civil society institutions have difficulty adapting to the norms and practices of the actualizing information style, two empirical studies apply the dutiful/actualizing framework to innovative content analyses of organizations' online communications-on their websites, and through Facebook. Results demonstrate that with intriguing exceptions, most major civil society organizations use digital media more in line with dutiful information norms than actualizing ones: they tend to broadcast strategic messages to an audience of receivers, rather than encouraging participation or exchange among an active set of participants. The book concludes with a discussion of the tensions inherent in bureaucratic organizations trying to adapt to an actualizing information style, and recommendations for how they may more successfully do so.