Description
Book SynopsisEvery marketing manager is looking for a way to make their brand out perform the rest, to have more market share and a longer shelf life. Research has shown that what Michael Willmott calls "Citizen Brands" will be more commercially successful than those that do not take on board societal trends.
Trade Review"...Willmott argues his corner well..."
(Irish Times, 3rd August 2001)
"...Citizen Brands should be read by everyone involved in long-term business strategy and marketing...."
(Marketing 20 September 2001)
"...helpful summaries at the end of each chapter.....a sound and thoughtful book which will make interesting reading..."
(Corporate Citizen, 1 September 2001)
"…clearly argued…Wilmott presents a convincing model…" (Marketer, January 2005)
Table of ContentsAcknowledgements.
Introduction.
The Case for Citizen Brands.
Brands, Citizenship and Consumers.
Beyond Philanthropy -
Searching for a New Consensus.
A Model for Citizen Brands: Why it Works.
Peace and Plenty: Understanding the Impact of the New Political Economy.
Beyond 'Endism' -
The Social Side of Technology.
Coping with Choice.
Surviving a Culture of Fear.
So-So Logo -
The Increasing Cynicism of Consumers.
Butterfly Consumers.
Becoming a Citizen Brand.
Notes.
Index.
