Today we want to recommend the book Citizen Brands, written by Michael Willmott, a British expert on new trends and consumer behaviour, and published by Wiley.
The main idea defended by Willmott is that companies will only be able to compete in the market and be sustainable in the long term if they understand what their stakeholders need and expect. And that can only be achieved by building strong relationships with the citizens; this is, with their stakeholders.
Companies consider that being a good citizen goes beyond CSR, it is the right way to behave and operate in the business and brands world. It must be an add-on to the business; an obligation that companies have to return what the society gave them in the first place. It’s not so much about doing good things but doing good for society.
Willmott claims that companies have to put the society in the heart of its strategy, not to disguise what the company does, but to respond to what the society needs. This approach requires firms to understand social concerns and apply new solutions through new business, products and services.
If you want to read more, visit our Knowledge Centre for a summary of the book or buy it here.