Citizen brand 10 commandments for transforming brands in a consumer democracy /
Gobé, Marc.
Citizen brand 10 commandments for transforming brands in a consumer democracy / [electronic resource] : 10 commandments for transforming brands in a consumer democracy Ten commandments for transforming brands in a consumer democracy Marc Gobé. - New York, N.Y. : Allworth Press, c2002. - 1 online resource
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.
9781581152401 9781581152999 (electronic bk.)
Brand name products.
Branding (Marketing)
Consumers' preferences.
Motivation research (Marketing)
HD69.B7 / G6 2002
Citizen brand 10 commandments for transforming brands in a consumer democracy / [electronic resource] : 10 commandments for transforming brands in a consumer democracy Ten commandments for transforming brands in a consumer democracy Marc Gobé. - New York, N.Y. : Allworth Press, c2002. - 1 online resource
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.
9781581152401 9781581152999 (electronic bk.)
Brand name products.
Branding (Marketing)
Consumers' preferences.
Motivation research (Marketing)
HD69.B7 / G6 2002