The Book

“…firms and their brands are no longer in the B2C (Business to Consumer) business. Everyone’s now in the B2Ci (Business to Citizen) business.”

“…prospect of measuring social capital – and the effects of social capital – is quite daunting, primarily because it is something that has not really been measured before.”

“…many of the key indicators of brand health are linked to social capital – word of mouth, trust, advocacy and loyalty.”

At last, there is a book that addresses the growing significance of social capital in the business world. Brand Valued explores how as the strength, depth, and quality of interactions between a brand and its customers improve, increased opportunities to demonstrate trustworthiness arise. This in turn creates a self-fulfilling cycle, wherein trust begets social capital, which begets more trust—and even shared thinking—not to mention better sales.

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