Ebook Consumer Republic: Using Brands to Get What You Want, Make Corporations Behave, and Maybe Even Save the World, by Bruce Philp
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Consumer Republic: Using Brands to Get What You Want, Make Corporations Behave, and Maybe Even Save the World, by Bruce Philp
Ebook Consumer Republic: Using Brands to Get What You Want, Make Corporations Behave, and Maybe Even Save the World, by Bruce Philp
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Consumer Republic dares you to consider this: The power to save the world lies with the consumer. The foundation of Bruce Philp's message is this single, inarguable truth: Brands make corporations accountable. They are the only leverage the average consumer has with which to make a company behave itself. 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. And we consumers have the power to make it worthless. As someone who has worked on the inside, Philp knows exactly how this power can be made to work for us. Through this book he will inspire you to make every dollar you spend count. 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, Consumer Republic promises, and corporations will be forced to cooperate in making our way of life sustainable. Abandon brands, and we'll surrender the marketplace to scoundrels. Take control of them, and we can save the world.
- Sales Rank: #3401575 in Books
- Published on: 2011-02-01
- Released on: 2011-02-01
- Original language: English
- Number of items: 1
- Dimensions: 8.50" h x .90" w x 5.80" l,
- Binding: Hardcover
- 288 pages
Review
"Bruce Philp is a master of his subject, and he offers his readers a thoroughly gratifying peek into the inner world of branding. Consumer Republic bristles with insight and with wit."
—Stephanie Nolan, author of 28
"An utterly foundation-shaking argument that the consumerism responsible for plundering this planet is the only thing that can save it. By changing the way we buy, we can dominate the agenda of every major corporation. Maybe the most astonishing aspect of this idea is that it comes from an adman."
—Terry O'Reilly, author of The Age of Persuasion
"It is refreshing to have someone with Bruce's expertise bring clarity to an often chaotic and confusing area of practice. He not only shows us where we've been, but leads the way to the world of tomorrow."
— Rahaf Harfoush, author of Yes We Did: An Insider's Look at How Social Media Built the Obama Brand
About the Author
BRUCE PHILP spent nearly three decades in the business of advertising and branding, mediating between corporations who want to make money and consumers who hope to exchange some for a better life. Working with some of the world's most famous brands, he has been in a unique position to observe how marketers and their consumers operate as two solitudes, and the dysfunction, waste, and damage that often result. In 2008, he co-authored the national bestseller The Orange Code: How ING Direct Succeeded By Being A Rebel With a Cause. Bruce Philp speaks and writes on branding at his blog, Brand Cowboy, and is an occasional contributor to newspaper and marketing trade journals.
Excerpt. © Reprinted by permission. All rights reserved.
I have a dream. In this dream, I have purchased a toaster. I’m quite excited about this toaster. It wasn’t cheap, but then it is an Acme. Acme is a brand with real toaster cred. My new appliance is lovely to look at, built like a bank vault, and it apparently does a stellar job of browning bagels, which are my favourite breakfast food. I know this, because I have done my homework. Most of the people who have purchased the same brand of toaster are very pleased with this feature, and they’ve said so on the Google-powered brand-rating website that I always consult about such things. Let’s call it consumerrepublic.com. I trust it because so many people contribute ratings to its brand trust indices, and because Google cleverly assigns authority to each rater and weights his or her opinions using one of its brilliant algorithm thingies. Thus, if this Internet resource tells me that Acme is a brilliant maker of toasters and that their products will reflect their owners’ good taste and judgment, I’m inclined to believe it.
Except that mine is broken. Right out of the box. I’m a bit sad about this, because I’m not one to go out and buy a new toaster every five minutes. Or a new anything, for that matter. I, along with the rest of the world in my dream, prefer to buy things only when I need them, or when I’m genuinely inspired by them. I generally pay for them in cash, so that these things are really mine, rather than things I’m pretending are mine. That makes shopping for something like a toaster a bit of an event, and much more fun. It also means that I expect a lot when I plunk down my hard-earned money. When I bring a new purchase home to my modest, paid-for, tasteful residence, furnished only with objects that are useful and/or inspiring, I look forward to the unveiling. In this case, however, that shining moment, and the beginning of many years of mornings made sunnier by bagel perfection, must be postponed.
With a mildly exasperated sigh, I sit down at my computer. First, I go back to consumerrepublic.com, the brand-rating website that steered me to Acme, sign on, and add my purchase to the “pending resolution” file. On this imaginary website, every brand has one. It allows people in my situation to let the world know that there is a problem but that the jury is still out as to how that brand will deal with it. The site aggregates these complaints, and lists the information alongside its brand trust ratings. Brand marketers pay close attention to this leading indicator the way they used to watch the Dow, because this site doesn’t just score brands for trust and performance – it also trends that score. When I looked at Acme’s ratings while shopping for my dream toaster, I could see not only that they were pretty high but also that they had been gently trending higher for a long time. This company seemed not only to be good; it seemed to be getting better. Acme won’t want to risk reversing that trend. Indeed, somewhere at Acme Global Headquarters, the potentially negative experience I’m having has already RSSed its way to a real-time customer satisfaction database. It may even have made a little bong noise when it got there. That would be cool. Regardless, Acme is already paying attention. Brand trust is too hard and expensive to earn to risk it on one broken toaster.
My next task is to contact Acme directly, which I do through their corporate website. Their site notices that I’ve come from consumerrepublic.com, so it jumps me up in the queue for a response. It doesn’t take long, then, before Acme offers me two options on the spot. I can return the toaster for a replacement, or I can have it repaired. Being a guy who hates to see anything go to waste, I pick the second. In my dream, you can get things fixed. People are making their things last longer, and repair shops have made a big comeback. Noting my IP address, Acme geolocates me and is able to recommend a shop a few minutes away. The whole process so far has taken under ten minutes. I pack the toaster back into its reusable box and head for Main Street.
By the time I get to the shop, Acme has already sent an electronic docket to the repairperson. In this dream, he’s a cranky but basically kind older fellow, a bit like Mr. Hooper on Sesame Street. The problem turns out to be simple to resolve. Mr. Hooper notices a screw that’s loose and binding the mechanism. He fixes it on the spot, makes some trenchant remarks about the weather, and I’m on my way. Mr. Hooper closes the electronic docket, alerting Acme that the technical issue, at least, has been resolved. Acme, however, is not breathing easy just yet. In my dream world, their brand isn’t off the hook until I say it is.
So, just to make them sweat, I take my time walking home. I wave as I pass all the other modest, tasteful, paid-for residences in my neighbourhood, stopping to talk to my next-door neighbour, who is enjoying the sunny morning by waxing his immaculately maintained ten-year-old car. It looks and runs like new, and people in the neighbourhood admire him for this. Finally home, I place the toaster on the kitchen counter and pop in a bagel. Moments later, golden brown perfection. Flushed with carbohydrate-induced bliss and feeling benevolent, I jump back on the web and remove my “pending resolution” flag at consumerrepublic.com. For good measure, I even head over to YouTube and tag Acme’s latest commercial as “basically true” or “essentially credible.” Something like that. A great rating from me on consumerrepublic.com will have to wait, though. It takes more than one perfect bagel to win me over.
So that’s my dream. A world in which we live a little more simply, we buy things that are better rather than cheaper and more numerous, and we make them last. Where brands survive on selling better, fewer products, and fear letting us down more than they ever fear a decline in their stock price. And where the bagels are delicious.
That would really be cool.
I started work on Consumer Republic at what I hope will turn out to have been the lowest point in the history of consumerism. As I write, the civilized world is struggling to emerge from an economic near-disaster. This calamity’s very roots, they tell us, lie in consumer debt and Wall Street’s cynical exploitation of it. And this calamity has only momentarily distracted our attention from an even bigger mess, a planet in unprecedented distress from being plundered to meet the insatiable demands of its human inhabitants. More and more of us need and want more things, so we’re ravaging the place like raccoons at a dumpster. More and more of us have been unwilling to wait until we can afford all that stuff, so we’ve mortgaged our futures like Wimpy hitting up Popeye for hamburger money. On CNN, serious-looking people in suits offer a glum play-by-play of the nasty comeuppance in financial markets, while a few channels up the dial at National Geographic, freaked-out-looking people in khaki shorts, predict the same for our environment. It’s all a bit scary and, although nobody is putting it in exactly these words, it seems clear to me that the fundamental problem is too many people being sold too much stuff. Marketing, therefore, might essentially be at the bottom of all this.
It didn’t take everybody else long to arrive at the same conclusion. A Harris Interactive poll from the spring of 2009, when things seemed economically at their worst, showed that two thirds of Americans had already decided Madison Avenue was at least part of the problem. Half of those polled believed that most of the blame could be sent to that address.
It was a natural enough reaction. Marketing is an easy, logical scapegoat, if the problem is too much consumption. But, to me, this doesn’t quite add up.
Most people understand that marketing has something to do with profitably meeting the demands of a group of people for a particular product or service. A marketer’s job is to find a socalled “need,” and then find a way to meet it and make some money in the process. To a marketer, consumer demand is assumed. It’s like a natural resource to be exploited. It’s just out there, like air. The marketer simply has to know how to recognize it, and then cater to it. However, if you think about it, there is a big, fat, and possibly baseless assumption behind that definition: that every sale of a product or service is self-validating. In other words, a marketer’s responsibility ends when the money changes hands. If you bought it, it’s because you needed it.
Yet if it’s as simple as that, how can we explain this orgy of debt-fuelled consumption in the last decade or so? Surely these “needs” of ours haven’t increased over time, have they? On the contrary, for a lot of us in the so-called developed world, they’ve diminished quite a bit. A couple of centuries ago, I could have presented a persuasive list of “needs” to anyone who cared to cater to them, from nutrition and personal hygiene to transportation and telecommunication. But now? I don’t know about you, but I’m kind of running out of really pressing problems that could be solved with a trip to the mall. When fortunes can be made by combining tooth-whitening agents with mouthwash, or by devising a way for your car to recognize your mobile phone so that you can have conversations through the stereo, marketers have got to be scraping the bottom of the needs barrel.
To me, this is a paradox. If marketing is about needs, and we need less today than we ever have, why is there more marketing? More perplexing still, why does it seem to be working? Working so well, in fact, that it risks destroying our way of life? ...
Most helpful customer reviews
1 of 1 people found the following review helpful.
Consumer marketers need to take heed!
By John Kuypers
Bruce Philp has leaped out of the box with Consumer Republic. With one phrase, "Now, the marketplace is like an election campaign," (p 186) he redefines marketing in the 21st century. Bruce leaps over the fence from advertising guru to rallying leader of the newly empowered consumer. With wit and insight, Consumer Republic encourages consumers to become aware of their power and to use it wisely. He makes a surprisingly un-advertiser-friendly appeal to curb wanton consumption, put real needs first and speak loudly to those "corporate cows" who fail to take heed.
For marketers, Consumer Republic is a call to greater accountability for the corporations behind the brands. Using the logic of higher share prices along with the ignominy of fallen businesses who dared to bend or break moral and ethical values, Bruce Philp sounds a warning that marketers need to understand. Consumer Republic is a well-thought out, philosophical inspiration to be the best we can be in every aspect of our buying, investing, working, fulfillment-seeking lives
0 of 0 people found the following review helpful.
Join the Consumer Republic
By gsoyao
Quickly, the title of this book, Consumer Republic spoke to my two seemingly odd passions, business and desire for social change. It didn't take a minute to dash into the counter to pay for it, then realized Bruce Philp, the brilliant Brand Strategist wrote it. It made me smile. In his book, Bruce Philp did a brilliant job in challenging Marketers to think beyond product concepts, value propositions and profitability, then he took the general public through a journey of consumerism by peeling through our cognition and emotions to reveal why brands matter to us and then he sharply shifted to earnestly admonish the "cows" of corporate America to wake up and face the fast rising "consumer republic" - the community who is leading the way in setting the moral standards for corporate behaviour. Here is one of my favourite quotes in the book " our consumption begins not in the stores, but in factories, fields and mines. We are an integral part of the system that produces stuff. A system of imagination as well as exploitation. A system made with hands and sweat and ambition and banditry and creativity and rand opportunism"
This is a book that drives social solutions through business, a call for both consumers and corporate cows to be equally responsible... insightfully written with a sincere purpose to start a true Consumer Republic. Count me in.
0 of 0 people found the following review helpful.
Essential read for everyone who owns a wallet!
By Carla Doernemann
Even though this book has useful insights for brand marketers, it is a truly enjoyable book to read for anyone, it feels more universal than a mere branding niche book - it has bits of socio-culture, tech trends, behavioural psychology and for me...self-help! A refreshing POV challenging the popular anti-brand and anti-premium attitude. It questions the logic of why we decide to buy the way we do. Pretty relevant observation about brand relationship with people and vice-versa, plus how it has changed significantly with the new environment by technology. . The execution is also nice: fluidly-written, conversational, witty and well-researched. I don't recall a single boring page - worth taking to the beach!
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