Using Brands to Get What You Want, Make Corporations Behave, and Maybe Even Save the World
In the tradition of Malcolm Gladwell, and for the same people who read Seth Godin and bought The Black Swan and How We Decide, this book breaks down the myth of brands and puts the power back in consumers’ hands.
The foundation of Consumer Republic’s message is this single, inarguable truth: Brands make corporations accountable. Expensive to create, essential to making money, and more public than anything else a corporation has or does, a brand is an enormously valuable and fragile asset to them. Through this book Bruce Philp will inspire you to buy less, maybe, but demand better; to make better choices; and then to speak up when you’re happy and when you’re not. Pin every one of these acts to a brand and corporations will be forced to cooperate in making our way of life sustainable. Ultimately, if we take control of brands, we can save the world.
Consumer Republic isn’t about guilt and doom. It’s about possibility. The moment in our history, with its crisis and its empowering social media and technological changes, has finally given consumers the genuine autonomy we were meant to have all along. This book is about what to do with it.