The Righteous Brand

Bringing order to the chaos of modern brand marketing, the second edition of Brand Love is not Enough combines an intuitive model of how consumers relate to brands, with an up-to-the-moment analysis of how brands are both victims and players in today's raging culture wars.

Autorentext

Max Blackston is a brand strategist, market researcher, and consumer psychologist with a long record of innovation in the consumer sciences. Following stints as managing director of Unilever research companies in Milan and London, Max moved to New York as Head of Strategic Planning at Ogilvy & Mather Advertising. He became worldwide brand research leader at Research International, and consultant with Young & Rubicam's BrandAsset Valuator Group in New York. Max is founding partner at Blackbar Consulting.

Zusammenfassung
Bringing order to the chaos of modern brand marketing, the second edition of Brand Love is not Enough combines an intuitive model of how consumers relate to brands, with an up-to-the-moment analysis of how brands are both victims and players in today's raging culture wars.

Inhalt

Part 1 - Consumer Brand Relationships. Chapter 1 - The i-mage gap. Chapter 2 - The Relational Brand. Chapter 3 - Relationships with Packaged Goods Brands. Chapter 4 - Relationships with Prestige Brands. Chapter 5 - How Brand Relationships Mitigate Consumers' Risk. Chapter 6 - Relationships with Corporate Brands. Chapter 7 - Universal Brand Relationships. Chapter 8 - The Current and Future Value of Brand Relationships. Part 2 - The Righteous Brand. Chapter 9 - How brands navigate an era of social and political polarization. Chapter 10 - What is the Purpose of a brand? Chapter 11 - Brand Sanctity, the canary in the mine. Chapter 12 - Achieving Consensus with Brands' Moral Relationships