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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.
Leading brand designer Marc Gobé builds on his highly successful Emotional Branding strategy with Citizen Brand, a powerful new concept designed to help compan
What is the most important issue facing business today? Globalization, the technological revolution, supply chain management, core competencies, staff retention
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
Digital innovations are often non-linear, non-incremental, and perhaps at times, disruptive processes that have transformed private as well as public service de
From a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a to
