Consumer Republic Using Brands to Get What

Consumer Republicdares 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 Republicpromises, 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. From the Hardcover edition.

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.

Preface	p. xi
Introduction
After the Orgy of Consumption	p. 1
The Corporation is a Cow: A Brief Cultural History of Brands, Starring You 13
Pro Logo	p. 16
The Corporation Is a Cow	p. 35
"Ladies and Gentlemen, the Beatles!"	p. 56
Keeping Up with the Darwins	p. 73
The New Black: Mindful Consumerism and the End of Status	p. 91
The Myth of Best	p. 95
A Horizontal Class System	p. 114
At the Mall with Buddha, Riiskin, and Morris	p. 132
Those Crazy Europeans	p. 153
Pitchforks and Torches: Why the Revolution Will Not Be Televised	p. 173
Google's Cesspool	p. 177
Bend It Like Buffett	p. 197
Buying the Change You Wish to See in the World	p. 217
Epilogue
In Which Capitalism Acquires a Conscience, and Everything Works Perfectly	p. 238
Acknowledgements	p. 248
Notes and Sources	p. 251
Index	p. 262
Table of Contents provided by Ingram. All Rights Reserved.

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Consumer Republic Using Brands to Get What You Want, Make Corporations Behave, and Maybe Even Save the World

Summary

Author Biography

Table of Contents

Supplemental Materials