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Emotional Branding: The New Paradigm for Connecting Brands to People Hardcover – January 15, 2001

4.0 out of 5 stars 55 customer reviews

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Editorial Reviews

From Publishers Weekly

Proclaiming that business success in the 21st century depends on "how a brand comes to life for people and forges a deeper, lasting connection," designer and branding consultant Gobé (BrandJam) presents a thorough update to his 2001 guide to engaging with consumers "on the level of the senses and emotions." Among other techniques, Gobé prescribes a divide-and-conquer approach to demographic appeal: African-Americans respond to respect and personal contact; Women, the "new Shoppers in Chief," require "products, ads, and businesses that are without comparisons to a man's world"; Generations X and Y answer appeals to individuality and authenticity, respectively. He also emphasizes simple but easy-to-overlook strategies for enticing the five senses: Apple's use of color was one of the principal reasons for the brand-rehabilitating success of its original iMac; Acoustiguides, the headsets used by museums to guide visitors through exhibits, could be the next hot megastore shopping aid. At times, Gobé's enthusiasm for shopping (he considers it an art, and looks forward to the integration of theme parks and shopping malls) seems a bit over the top, but his passion should prove highly useful to marketers looking for smart and imaginative ways to bond with consumers.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to the Paperback edition.


“Worth more than a whole shelf of business books.” -Design Management Journal --This text refers to the Paperback edition.

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Product Details

  • Hardcover: 352 pages
  • Publisher: Allworth Press; 1st edition (January 15, 2001)
  • Language: English
  • ISBN-10: 1581150784
  • ISBN-13: 978-1581150780
  • Product Dimensions: 6.2 x 0.9 x 9.3 inches
  • Shipping Weight: 1.4 pounds
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (55 customer reviews)
  • Amazon Best Sellers Rank: #1,043,195 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By Robert Morris HALL OF FAMETOP 500 REVIEWERVINE VOICE on March 27, 2002
Format: Hardcover
According to Gobe, "an Emotional Branding approach is quite simply the crucial defining element that separates success from indifference in the marketplace....[It] brings a new layer of credibility and personality to a brand by connecting powerfully with people on a personal and holistic level....Emotional Branding is more than a process or research technology; it is based on the connections between people that transcend charts and graphs. It is a culture and way of living; a fundamental belief that people are the real force in commerce and that business and the street cannot survive separately." I begin my review with this brief excerpt because, with these remarks, Gobe creates a frame of reference for his reader before providing information and insights which differentiate his book from any other on the same general subject.
After an Introduction ("Emotional Branding: Fuel for Success in the Twenty-first Century"), Gobe presents his material within four Sections and then provides a Conclusion in which he acknowledges that branding is not for everyone while asserting that branding is about cultural relevance and emotional connection, not hype. For those who are responsible for devising, launching, and then managing a successful, emotionalized brand, he suggests three "essential" ideas: 1. "Brands have life cycles. The future of a brand is defined by its relevance at any given time and by how well it can protect the values that made it great. 2. Brands are elected every day based on their emotional relevance with the public and its commitment to quality. 3. Real brands are about meaning and truth." Here are some of the questions to which Gobe responds:
1. How can a brand engage people on the level of their senses and emotions?
2. Which brands have done so most effectively? How?
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Format: Hardcover
This book is an example of an old concept in marketing, which can be found in Aaker's banding "bible" entitled "Managing Brand Equity" (1991). One of my friends working for an Ogilvy company recommended Aaker and I must say that he was right.
So why did I purchase this book? Well, given I was called in by an agency to look at the EQ side of one of their projects; I wanted to know what others had written on the topic. After reading Aaker's book I understand I fell in a trap called "brand extension". This works as follows: if you want to launch a new product, look for an existing brand which is available and which you can extend to cover your new product. In this case, the "product" probably is Marc Gobé's brand creation firm and we all know that emotional intelligence is a label that sells well since Goleman put it on the map in 1996.
The problem is that many products sold under the label "emotional intelligence" aren't much related with that, and certainly do not help to raise your EQ. For me this is the case for this book. While it contains some useful messages around making sure your product is loved, that customers like the experience of using it (it should be engaging, fulfilling the customer's desire) and that you have to build a relationship with the customer. The body of the book then shows how there is an emotional link between several marketing aspects and the customer. Unfortunately, that wasn't really "new" to me, and what's worse, there isn't much "how to" in this book. In other words, while it may help to raise the awareness of some readers that the emotional aspect is important, that's all it does: it doesn't give you the tools to deal with this.
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By A Customer on May 19, 2002
Format: Hardcover
This is possibly the most useless marketing book I have ever read. This mistitled book should have been named: "My Random Observations on Branding Combined with Statistics and My Political Beliefs."
I kept reading and reading this book hoping that the next chapter would let me in on the secret of emotional branding. How do I start branding emotionally? After reading this book, I still don't know, and I'm not sure the author does either.
You can skip the first third of the book. It is nothing but statistics and opinions on every demographic group except one, white males. Evidently Mr. Gobe' does not think this group is important enough to warrant your effort. During this multi-chapter diatribe that opens the book he blames the white male establishment for seemingly every atrocity in the world (yes, this book is supposedly a book on emotional branding). This is ironic because Mr. Gobe' is of course, a white male. However, he is obviously an enlightened white male because he has the power observe all these atrocities. In any event, skip the first third of the book.
In the second third of the book Mr. Gobe' let's us in on earth-shattering observations related to emotional branding. For example, we receive marketing gems like colors and shapes might affect our emotions. How they do is left up to our imagination. Needless to say, skip the second third of the book.
The final third of the book identifies companies that have found the holy grail of emotional branding. Then Mr. Gobe' segues into a shameless sales pitch for his company's services. My recommendation is that you skip the final third of this book. If you happen to trudge through it try an interesting experiment. Go to the website addresses Mr.
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