Consumer republic
Subtitle: using brands to get what you want, make corporations behave, and maybe even save the world
By: Bruce Philp
Publisher: McClelland & Stewart
Published: 2011
Place of publication: Toronto
Language: eng
Number of pages: 274
ISBN-13: 9780771070020
Subjects: Brand choice; Marques de commerce; Entreprises; Marketing; Consommateurs; Comportement; Style de vie durable; Consumer behavior; Bilan social; Responsabilite sociale; Social responsibility of business; Produits de marque; Choix; Branding (Marketing); Sustainable living
Description: "Consumer Republic's message begins with 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, Bruce Philip knows exactly what this power can do. He includes fascinating case examples, and insights into how our system of commerce really works, and how loud our voices can really be. With an argument that is at once both startling and pragmatic, Philip dismantles the simplistic predator/prey narrative behind the anti-brand movement, confronts us with our real role in the system, and inspires us to make every dollar we spend count. To buy less, but demand better. To make meaningful choices instead of just easy ones. And then to speak up when we're happy and when we'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. Brands were always destined to transform marketplaces into democracies; now, consumers finally have power they can actually use. Abandon brands, says Philip, and we'll surrender our marketplace to scoundrels. Take control of them, and we can save the world"--
Notes: Includes bibliographical references and index.

Issued also in electronic format.