Citizen Brands

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.Markennamen sind ein wesentlicher Bestandteil unserer modernen Gesellschaft, denn sie beeinflussen in großem Umfang unser Handeln. Daher ist jeder Marketing Manager bestrebt, dass seine Marke alle anderen übertrifft, einen größeren Marktanteil hat und ihren Regalplatz länger behaupten kann. Willmott hat eine moderne Markenstrategie entwickelt, bei der die Marke als "Citizen Brand" Verantwortung für das Unternehmen tragen muss, z.B. für die Umwelt oder in ethischen Fragen. Diese Form der Unternehmensverantwortung, auch Corporate Citizenship genannt, spielt eine wesentliche Rolle bei der Vertrauensbildung in das Unternehmen. Denn größeres Vertrauen in ein Unternehmen korrespondiert mit größerer Kundentreue. Kunden, die Ihnen vertrauen, schauen sich kaum anderweitig um, und wenn Sie einmal einen Fehler machen, sind sie eher geneigt ihn zu entschuldigen. Die Vorteile der sog. "Citizen Brands" liegen damit klar auf der Hand: bessere Marktforschung, schnelleres Erkennen und Reagieren auf potentielle Probleme, stärkeres Kundenvertrauen und erhöhte Kundentreue. Jüngste Forschungen haben gezeigt, dass "Citizen Brands" kommerziell erfolgreicher sind als Marken, die sich nicht auf gesellschaftliche Trends konzentrieren. Eine Fülle von Fallstudien und Beispielen internationaler Unternehmen demonstriert anschaulich, welche Unternehmen Willmotts Strategie bereits erfolgreich umgesetzt haben, z.B. Johnson & Johnson, Hewlett Packard, IBM, Ben & Jerry's, Levi's, Disney und McDonalds.
Der Autor ist ein renommierter Experte auf dem Gebiet der Marktforschung; er ist Mitbegründer der Future Foundation, der führenden unabhängigen Marktforschungs- und Consultingorganisation in Großbritannien. 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.

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). In a world where consumers are becoming more fickle and more demanding the task facing companies and brands is daunting - how to build and maintain reputation, trust and loyalty. Recent high profile corporate scandals have fuelled consumer cynicism over the motives of companies and their executives - what exactly do companies stand for and how do they relate to society as a whole? In order to build competitive and sustainable brands, companies need to understand the mindset, apprehensions and concerns of the consuming public by engaging in a much more proactive way with society and its citizens. They need to become Citizen Brands - building up a stock of goodwill and trust to maintain their reputation in the challenging and uncertain times head.

Michael Willmott presents a compelling and persuasive argument - based upon an impressive array of supporting evidence - that being a better corporate citizen is the right business call. He specifically illustrates the crucial role of such behaviour in branding and the building of brand equity, and demonstrates why a whole range of macro trends will make this an even more important part of successful business management in th e future. He finishes with a 'strategy checklist' on how to become a Citizen Brand.

'Citizen Brands should be read by everyone involved in long-term business strategy and marketing.' Marketing

'Michael Willmott has written a crucuial book which will help anyone with an interest in the corporate sector understand how the issues of branding and corporate responsibility interact.' Tom Bentley, Director, DEMOS

'If you can only read one book on corporate social responsibility, this is the one.' Adrian Hosford, Director of BT Group Social Policy