The Righteous Brand

Consumer Brand Relationships in a Polarized World

Max Blackston

$305

Hardback

Forthcoming
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English

Routledge
29 April 2025

Media studies; Occupational & industrial psychology; Sales & marketing; Advertising

Bringing order to the chaos of modern brand marketing, the second edition of Brand Love Is Not Enough combines an intuitive model of how consumers relate to brands, with an up-to-the-moment analysis of how brands are both victims and players in today’s raging culture wars.

Brand management now has to reach beyond traditional marketing objectives in order to encompass identity politics and corporate purpose. But with no grounding or guidance, marketers are swinging wildly from virtue signaling to “woke-washing”; and in the process, brands are being damaged and careers brought to an abrupt end. Uniquely, this book offers not only updated case studies and content relating to Max Blackston’s respected Consumer Brand Relationships model, but goes on to show how an extension of the Brand Relationship concept—to include the ethical, moral, and political values of brands as well as their brand images—provides the tools for managing brands in this new environment. This new set of Brands’ Moral Relationships allows a brand to embody the values of diverse groups of consumers, even strongly contrasting ones, and avoid becoming marooned in an identity-defined positioning.

This book, besides being essential reading for practitioners, students, and researchers in marketing, advertising, and market research, provides fascinating insights for anyone who takes an interest in the brands they choose—or choose not—to buy.

By: Max Blackston
Imprint: Routledge
Country of Publication: United Kingdom
Edition: 2nd edition
Dimensions: Height: 229mm, Width: 152mm,
Weight: 630g
ISBN: 9781032882376
ISBN 10: 1032882379
Pages: 238
Publication Date: 29 April 2025
Audience: College/higher education , Professional and scholarly , Adult education , Primary , Undergraduate
Format: Hardback
Publisher's Status: Forthcoming

Max Blackston is a brand strategist, market researcher, and consumer psychologist with a long record of innovation in the consumer sciences. Following stints as managing director of Unilever research companies in Milan and London, Max moved to New York as Head of Strategic Planning at Ogilvy & Mather Advertising. He became worldwide brand research leader at Research International, and consultant with Young & Rubicam’s BrandAsset Valuator Group in New York. Max is founding partner at Blackbar Consulting.

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The Righteous Brand

Consumer Brand Relationships in a Polarized World

Max Blackston

$305

Hardback

Forthcoming
Pre-Order now

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The Righteous Brand

Consumer Brand Relationships in a Polarized World

Max Blackston

$305

Hardback

Paperback

Forthcoming Pre-Order now

See Also

Forthcoming
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