Citizen of- the new rules of corporate social responsibility.docVIP

 PAGE \* MERGEFORMAT 6 Citizen of: the new rules of corporate social responsibility ■ text / Tom Zara Peter Cenedella Today, the brand more and more transparent operation of the market environment, the market has become increasingly fast pace of change, and the corresponding public visibility of the operation of enterprises becomes higher, and the public reaction has become more solid platform. Enterprises and their target audience is no longer a relationship between the dissemination of information through a simple and image control to maintain, but actively encourage interaction and participation. ‘Wisdom of crowds’ concept applies to all aspects associated with the brand, from the brand name to the logo design, and the company even to the fundamentals of business-related, such as product concept development. #8226; Clay Shirky (Clay Shirky, known as the ‘Internet revolution’s greatest thinkers,’ ‘culture keenest observer’, engaged in Internet-related writing, teaching and consulting work, special attention to social networks and technologies crossroads network currently teaches at New York University, whose consulting clients include Nokia, Procter amp; Gamble, BBC, U.S. Navy and Lego, etc.) appropriate for his 2008 published an influential book about the digital revolution large series named as ‘Here Comes Everybody’ (translated title here ‘Everyone age’ or ‘the future is wet’). Just four years later, we can responsibly say that now everyone from the media, everyone can participate in or influence the brand’s life. Everyone is no longer just passively watch. Consumers expect from brands they choose to see only quality products and services, they also want to feel their favorite brand is actually worth to love. Strong brand present in our lives, is our emotional, mental, physical, and environmental experience ingrained part of existence. Thus, although the brand and the consumer is full of new interactive and unknown risks, but it is also full of