The paper, written by Aaron Shields, provides a framework for civil branding thinking, outlines a technique for introducing more social parameters to brand narratives and makes the case for value-creation in this process. Click here to download the PDF.

Inside, you will find the following:

[1] Synopsis of the civil branding idea and its importance to marketers and society.
[2] Step-by-step process for creating more differentiated, more civil brands.
[3] Case studies from Citibank, Dove, Benetton, HSBC and others.