10 commandments for Transforming Brands in a Consumer Democracy
Notes from Citizen Brand by Marc Gobe
01. Evolve from consumers to people : Consumers buy. People live.
02. Evolve from honesty to trust : Honesty is expected. Trust is engaging and intimate.
03. Evolve from product to experience : Products fulfill needs. Experiences fulfill desires.
04. Evolve from quality to preference : Quality for the right price is a given today. Preference creates the sale.
05. Evolve from notoriety to aspiration : Being known does not mean that you are also loved!
06. Evolve from identity to personality : Identity is recognition. Personality is about character and charisma!
07. Evolve from function to feel : The functionality of a product is about practical and superficial qualities only. Sensorial design is about experiences.
08. Evolve from ubiquity to presence : Ubiquity is seen. Emotional presence is felt.
09. Evolve from communication to dialog : Communication is telling. Dialog is sharing.
10. Evolve from service to relationship : Service is selling. Relationship is acknowledgement.
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