- 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 (View shipping rates and policies)
- Average Customer Review: 43 customer reviews
- Amazon Best Sellers Rank: #1,332,490 in Books (See Top 100 in Books)
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Emotional Branding: The New Paradigm for Connecting Brands to People Hardcover – January 15, 2001
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From CHOICE, March 2002:
Marc Gobé explores the qualitative elements required to connect with ones customers through emotional branding. Beginning with an examination of marketing in the new millenium, the author introduces the title concept in relation to numerous key segments in todays consumer arena, including age, subculture, and gender-based groups. The second part of his analysis illustrates the use of all five senses in branding, incorporating a range of interesting, current examples in each case. Part 3 builds on the first two parts, investigating emotion as a tool in branding, retailing, packaging, and advertising. Finally, Gobé offers recipes for the successful use of emotional branding in cyberspace and beyond, including trends for the future. The book itself is highly readable, with thought-provoking photographs as well as verbal descriptions underscoring the major points. It is well suited for upper-division undergraduate and graduate students, researchers, and faculty. It may also inject a fresh perspective for practitioners eager for a new paradigm."
About the Author
Marc Gobé is President, Chief Executive Officer, and Executive Creative Director of d/g* worldwide (www.dga.com), one of the world's top ten brand image creation firms specializing in award winning identity, product, packaging, retail, and Web design. Over the past twenty-five years, he has created breakthrough, emotion-driven brand design strategies for clients such as Coca-Cola, IBM, Victoria's Secret, Ann Taylor, Sears, Godiva, Saks, Reebok, Versace, Lancôme, Starbucks, and Gillette. He serves on the board of the Brand Design Association, has taught at the prestigious Ecole Superieure de Dessin Industriel, in Paris, and regularly speaks at Columbia University and at conferences worldwide on marketing and design. He lives in New York City.
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The main thing that Gobe brings to light is how marketers must appeal to the emotional sense of the culture they are trying to capture. They must know their beliefs, their superstitions, and what makes them connect to a "brand". The book let's us in on the secrets behind many brands that have embraced the "emotional branding" concepts and aimed marketing efforts to capture a certain market segment. Gobe gives many examples to demonstrate the process of building a powerful and successful international brand that can sustain its magical hold on its customers.
This book is a must read for all marketing managers and companies in todays online marketing environment. Successful companies use the internet to build relationships and communities. Understanding the emotional aspects of branding is a big plus in creating campaigns with a sense of purpose that gets results.
Gobe shares his process of brand identities for "eCommerce", which he said should be multidimensional, multisensorial and engage consumers in an emotionally compelling brand story. He talks about the communicaiton opportunities available on websites that traditional businesses are not able to do. Wouldn't he be surprised today to see how online marketing has taken over most "traditional" businesses? Today, most companies have an online presence and online marketing processes have become very sophisticated. However, we can still use Gobe's intelligence for creating emotional content and concepts to capture the "hearts" of consumers.
I love Gobe's foresight on how branding is about cultural relevance and emotional connection... NOT HYPE. Today, brands can not get away with hype. Companies must create relationships with their customers or the customers move on somewhere they feel understood.
In conclusion, Marc says... (and I quote because I couldn't say it better) "Branding is a people to people business, not a factory to people business. A brand needs to have human qualities and emotional values - it needs to have a personality, experessing corporate culture through imagery that engages people."
He leaves us with 3 last thoughts:
1. Brands have lifecycles - depending on it's relevance at a given time.
2. Brands are elected every day - the biggest enemy of brand is overexposure.
3. Real brands are about meaning and truth - they can have a credible connection with customers that's sincere and felt.
I highly recommend this book for anyone who is serious marketing and branding. And I even recommend it for those who are just starting out, as it can give you a head start in understanding how to create marketing campaigns that connect to your "tribe"... your true customers and what really matters to them.
From the little I had read before purchasing this book; it seemed like it would be of great help to me? So far it's ok. When my enthuse
diminish upon reading the first 25 pages; I generally put the book down and will try again after reading another book that's more exciting! I will try to get back into it later or just by a book on Branding leaving the emotional out of the title.
publications watching for trends, and changes in the industry
to ensure my clients are maximizing technologies.
This was a great book that I could apply to my personal
branding methods, because Marc refers to emotional branding
which has very real connections with what you do in personal
branding, by attaching the product to the person, and using
emotional advertising you create loyalty, connection and
a more powerful message.
This was a great read, and I enjoyed his extensive knowledge
of the advertising industry and package strategies which
can still be applied to a person and product in a similar
I would recommend this for some fantastic history of the
industry and development of emotional branding, and for me I
further applied it for my personal branding clients to create
very successful campaigns.
As the bestselling author of "31 Days to Millionaire Marketing
Miracles" I used these strategies for myself, the book, and
Personal Brand Coach
31 Days to Millionaire Marketing Miracles