Citizen Brand: 10 Commandments for Transforming Brand Culture in a Consumer Democracy

289 Pages·2002·2.45 MB·English

by  Marc Gobé

citizen
brand
This Page Intentionally Left Blank
citizen
brand
10 Commandments for
Transforming Brands in
a Consumer Democracy
marc gobé
© 2002 Marc Gobé
All rights reserved. Copyright under Berne Copyright Convention, Universal Copyright Convention, and Pan-
American Copyright Convention. No part of this book may be reproduced, stored in a retrieval system, or transmit-
ted in any form, or by any means, electronic, mechanical, photocopying, recording, or otherwise, without prior
permission of the publisher.
07 06 05 04 03 02 5 4 3 2 1
Published by Allworth Press
An imprint of Allworth Communications
10 East 23rd Street, New York, NY 10010
Cover design by Joan O’Connor
Page design by Phyllis Aragaki
Page composition/typography by Sharp Des!gns, Lansing, MI
LIBRARYOFCONGRESSCATALOGING-IN-PUBLICATIONDATA
Gobé, Marc.
Citizen brand : 10 commandments for transforming brand culture in a consumer democracy / Marc Gobé.
p. cm.
Includes bibliographical references and index.
ISBN 1-58115-240-X
1. Brand name products. 2. Brand name products—Marketing. 3. Consumers’preferences. 4. Motivation research
(Marketing) I. Title: 10 commandments for transforming brand culture in a consumer democracy. II. Title: Ten
commandments for transforming brand culture in a consumer democracy. III. Title.
HD69.B7 G6 2002
658.8'27—dc21
2002009119
Printed in Canada
“We need discussions about whether
the rich world is giving back what it
should in the developing world.”
—Kofi Annan, Secretary General of the United Nations
This Page Intentionally Left Blank
table of contents
ix Foreword by Patrick Gournay
xiii Acknowledgments
xv INTRODUCTION: Citizen Brands in a Consumer Democracy
1 CHAPTER1: The First Commandment: Evolve from Consumers to People
47 CHAPTER2: The Second Commandment: Evolve from Honesty to Trust
79 CHAPTER3: The Third Commandment: Evolve from Product to Experience
99 CHAPTER4: The Fourth Commandment: Evolve from Quality to Preference
113 CHAPTER5: The Fifth Commandment: Evolve from Notoriety to Aspiration
127 CHAPTER6: The Sixth Commandment: Evolve from Identity to Personality
153 CHAPTER7: The Seventh Commandment: Evolve from Function to Feel
175 CHAPTER8: The Eighth Commandment: Evolve from Ubiquity to Presence
195 CHAPTER9: The Ninth Commandment: Evolve from Communication to Dialogue
215 CHAPTER10: The Tenth Commandment: Evolve from Service to Relationship
229 CONCLUSION: A Final Note on Citizen Brandship
233 Notes
237 Index
vii
This Page Intentionally Left Blank
foreword
Not so long ago, when marketing folks talked about brands, they
were really only talking about the product, its qualities, price, and
function. Later, marketers developed perceived benefits, those addi-
tional and sometimes questionable qualities that were ascribed to the
products they were promoting. More recently, we have witnessed the
emergence of lifestyle associations with brands; communication
aimed at engaging consumers with the product, not so much for
what it does but for what it says about the person who buys, wears,
eats, or uses it. The fact is that great brands have personalities; they
have attitude and they give greater depth and meaning to the prod-
uct. Just think of Timberland, Coca-Cola, Disney, or Starbucks. In
highly competitive markets, the brand creates choices and helps con-
sumers make decisions about what they want to buy.
The evolutionary process continues apace with what Marc Gobé
describes as the emergence of the “Citizen Brand.” The Citizen Brand
is built around the increasing significance of the emotional content
and the actual relevance to the consumer of, not just the brand, but
also the company behind it. That’s something I can relate to both as
a consumer and as a businessman.
The fact is that a great brand is more than simply a great marketing
campaign or product. Increasingly, brands will reflect the deeper
personalities, culture, and behaviors of the organization that gives
ix