We believe the answer lies in escaping the tyranny of HOW ARE BRAND LEADERS polarity and evolving their brands to better balance Self MEANT TO NAVIGATE THIS and Society. Put simply, in becoming ‘Citizen Brands’. ERA OF CONTRADICTORY AND The idea is inspired by the historical concept of ‘citizenship’; INFLATED EXPECTATIONS? those fortunate enough to be recognised members of a society enjoyed a status that came with individual benefits as well as responsibility towards the wider collective. We’ve drawn from this concept to define Citizen Brands as those that find a balance between an individual agenda and being active contributors to wider society. To help tap into the potential of a Citizen Brand, we’ve CHAPTER 02: CITIZEN BRANDS: FINDING BALANCE BETWEEN SELF AND SOCIETY developed a brand and design framework to support balanced decision-making and help leaders thoughtfully design their brands to best balance Self and Society across the mix. 4 202 CITIZEN BRANDS REPORT 13