In a world where consumers are becoming more fickle and more demanding the task facing companies and brands is daunting – how to build and maintain reputation, trust and loyalty. Recent high profile corporate scandals have fuelled consumer cynicism over the motives of companies and their executives – what exactly do companies stand for and how do they relate to society as a whole? In order to build competitive and sustainable brands, companies need to understand the mindset, apprehensions and concerns of the consuming public by engaging in a much more proactive way with society and its citizens. They need to become Citizen Brands – building up a stock of goodwill and trust to maintain their reputation in the challenging and uncertain times head. Michael Willmott presents a compelling and persuasive argument – based upon an impressive array of supporting evidence – that being a better corporate citizen is the right business call. He specifically illustrates the crucial role of...