Citizen Brands: Putting Society at the Heart of Your Business

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 responsibil 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). Companies that have taken this Citizen Brand route include Johnson & Johnson, Hewlett Packard, IBM, Disney and McDonalds. The book is backed-up with in-depth research and illustrated with relevant cases and examples. 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 responsibil 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... Read More

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