Citizen Brands: Putting Society at the Heart of Your Business

ISBN-13: 9780471492122 / Angielski / Twarda / 2001 / 250 str.

Michael Willmott

Opis

Every 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. For brand owners this means that the brand has to take on corporate responsibility (such as with the environment, ethical issues, community issues). Being a citizen brand allows you to understand the world in which you operate and your role within it. Non-citizen brands are sterile, neither reflecting nor representing society or different parts of it. As such, it is hard to add value to them or provide long term stability. Companies that have taken this Citizen Brand route include Johnson & Johnson, Hewlett Packard, IBM, Disney and McDonalds.

Recenzje

"...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)

Spis treści

Acknowledgements.

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.

O autorze

MICHAEL WILMOTT is co–founder, with Melanie Howard, of the Future Foundation, a commercial think–tank that specializes in monitoring and forecasting consumer trends. After an initial career in social and consumer research, Michael has spent the last 10 years providing market analysis and advice on futures strategy to clients in both the public and private sectors. He is one of the most respected forecasters working in the UK today and his views on social and economic change are often sought by the media and conference organizers. He has lectured at universities on both sides of the Atlantic.
Published work while at the Future Foundation includes: The 24 Hour Society; the New Information Trade(on privacy, trust and database marketing); Inside Information on information and knowledge management in companies); and The Millennial Family (on the future of the family in Britain). 

Blurb

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.