Emotional Branding : How Successful Brands Gain the Irrational Edge [Hardcover]

Daryl Travis (Author)

Book Description

Publication Date: September 7, 2000

How do you launch a product in today's ultra-competitive and often saturated markets, break through the clutter, and develop strong and lasting customer loyalty? Get in touch with your customers' deepest emotions, of course.
Emotional Branding teaches you the how's and why's of, "How does our product or service make our customers feel?" Author Daryl Travis (with a little help from Harry) leads you on a journey filled with colorful ideas and bottom-line lessons that will teach you how to instill brand loyalty in your customers. Whether you are a CEO, an advertising guru, or an innovative businessperson, you will discover how to use a brand's mystique to create powerful and lasting emotional connections with your customers. Travis also addresses:
·Branding as a product of intuitive thinking
·How people develop emotional responses to brands
·Bringing together a company's elements to form a brand
·Developing successful offshoot brands from existing ones
·And much more!
Emotional Branding teaches you how to identify and empower your product's appeal and connect it to your customers' experiences with your product. The results unlock the secrets to emotional branding, enhance the brand-consumer relationship, and show you and your business new prosperity—all from discovering and applying these powerful new ways to use the "F" word, F-E-E-L-I-N-G-S.
"Today's marketplace confusion can only be sorted out one way: by brand power. Daryl Travis's Emotional Branding sings, a book to savor and ponder. And, if approached in the right spirit, a book to change your worldview and renovate your bottom line. Hint: It's for finance and human resource folks as much as for marketers, as much for three-person architectural studios as for Virgin or GE execs." —Tom Peters, coauthor of In Search of Excellence
"Every CEO's job is to create value and build assets, and every company's most formidable asset is its brand. Daryl's book is an important reminder that brands must be protected and nurtured. Read it, take it to heart, and expect some amazing things to happen in your business." —James Berrien, president of Forbes magazine
"I've been in the business of building global brands for more than 25 years, and I've yet to read a better account of what it takes to make a brand. Apply all the analytics you want to a great company or brand and in the end you'll find it comes down to how people feel about it. This book reveals why." —Thomas Oliver, CEO of Bass Hotels & Resorts, former executive VP of marketing, FedEx

Editorial Reviews

From Publishers Weekly

To be truly effective and lead to repeat business, a brand must forge an emotional connection with its customers, declares Travis, president of Arian, Lowe & Travis, a Chicago-based ad agency. He cites the remarkable successes of Coca-Cola, Dell and Starbucks as testament to his premise. Of course, what is of true interest to anyone in the advertising business is learning how to create those connections, and here Travis's study falls short. While his writing is engaging, and the author's fictional sidekick, "Harry," is entertaining, businesspeople will be left wondering how exactly they should position their brand and how they should advertise it to create the emotional tie Travis maintains is so important. His examples don't help much: the majority of them come from other books and magazine pieces; there are surprisingly few agency examples. Actually, readers may find the introduction by Richard Branson, chairman of Virgin Atlantic, more valuable than the rest of the book. In five short paragraphs, Branson sums up the issue: "Nothing seems more obvious to me that a product or service only becomes a brand when it is imbued with profound values that translate into fact... By profound, I mean simple. Everybody appreciates being treated decently. Everybody wants excellence and value. Everyone likes to have fun and to feel part of something bigger than themselves." Maybe Branson should have written this book.
Copyright 2000 Reed Business Information, Inc.

From Booklist

There are more than two dozen current titles on the topic of brands and branding, subjects ranging from establishing a "presence" on the Internet to creating a personal brand to helping "sell" oneself. Travis heads a medium-size Chicago advertising firm, which developed a collegiate-style logo and a mascot and even created a fight song to use in pitches to clients. From this perspective, Travis shows that a brand is more than a trademark, a slogan, or a product; a brand establishes an identity, stirs feelings, and makes a connection with the consumer. He discusses the economic value of a brand, stresses the relationship between brand and corporate mission, covers the role of technology in "brand communication," and details the various components of a brand (logo, slogan, advertising, etc.). Travis then considers integrated marketing and the stages of brand management. He ends by broadening the concept of branding so that it might be applied both to cities and to individuals. With a light touch and everyday examples, Travis delivers on his initial promise to provide an "easy read." David Rouse
Copyright © American Library Association. All rights reserved

See all Editorial Reviews

Product Details

• Hardcover: 320 pages
• Publisher: Crown Business (September 7, 2000)
• Language: English
• ISBN-10: 076152911X
• ISBN-13: 978-0761529118
• Product Dimensions: 9.3 x 6.4 x 1 inches
• Shipping Weight: 1.2 pounds
• Average Customer Review: 4.6 out of 5 stars  See all reviews (10 customer reviews)
• Amazon Best Sellers Rank: #508,573 in Books (See Top 100 in Books)

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