title: Citizen Brand: 10 Commandments for Transforming Brand Culture in a Consumer Democracy
author:  Marc Gob&eacute; 
description: As advertising becomes more insidious, seeping into taxis and bathroom stalls across the country, it's increasingly difficult for companies and products to stand out from the crowd and avoid being ignored by ad-weary consumers. In Gob&eacute;'s follow-up to Emotional Branding, he outlines successful marketing strategies to help brands grow from conventional to innovative, assuring survival in a crowded marketplace. "The shift in thinking is from asking how we can motivate consumers to buy our product to asking instead how we can touch our consumers' lives." At the heart of Gob&eacute;'s model of branding is the involvement of the brand in the community. Citing such famous examples as the Body Shop, Ben and Jerry's and Tom's of Maine, Gob&eacute; argues that given the choice, consumers will pick a brand that demonstrates concern for the environment, human rights and social equality over one that does not. Gob&eacute;'s prescriptions include creating an environment where consumers can "experience the brand," which helps demonstrate trustworthiness, and uniting form and function through unique and practical designs. Strikingly absent from this guide, however, is sufficient hard data to back up the author's assertions that social responsibility will boost sales and insure the longevity of a brand. There are also relatively few comparative scenarios to highlight how poor community relations, bad design or political gaffes could devastate even the most well-established companies. Gob&eacute;'s ideas, however, are well conceived, and the book does offer scores of articulate examples of brands that are using citizen branding.<BR>Copyright 2002 Reed Business Information, Inc.
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  **DO GOOD**
  
  ![](Images/image00232.jpeg)
  
  DO GOOD
  
   **Embracing Brand Citizenship to Fuel**  
   **Both Purpose and Profit**
  
  ANNE BAHR THOMPSON
  
  ![](Images/image00229.jpeg)
  
  ![](Images/image00244.jpeg)
  
   **ACKNOWLEDGMENTS**
  
  Until I began this project, I believed the underlying principles for my model
  of Brand Citizenship® emerged solely in the _CultureQ ®_ trend study my
  company, Onesixtyfourth, conducted in 2011. As I began developing the proposal
  with my agent, Jane von Mehren, of Aevitas Creative, I recognized that the
  concepts that underpin the model are the product of so much more. The five
  steps of Brand Citizenship represent the values my parents and education
  instilled in me; what I’ve learned about business, marketing, and brands over
  the years; the lessons I’ve gained through being a volunteer and advocating
  for fair and equal treatment of women and people in need; my vision for
  business as an institution that contributes to society; and the energ