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Emotional Branding: The New Paradigm for Connecting Brands to People Paperback – February 9, 2010
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Top Customer Reviews
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?Read more ›
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.Read more ›
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.Read more ›
Most Recent Customer Reviews
I found Emotional Branding disappointing in two respects:
1) The book does not live up to the promise of its title. Read more
Read it and you will fall in love with all your stakeholders and they will fall in love with your brand.Published 7 days ago by Karley Beadman
Emotional Branding by Marc Gobe is timeless in how he takes a deeper look into cultural aspects of buying habits. Read morePublished 21 months ago by Imagine Nature
Loved all the marketing info, but one of my biggest takeaways for me is around how Gobe manages decisions. Read morePublished 23 months ago by Monie Wheatcroft
I struggle to find marketing books, especially ones focused on new media, that are not 90% fluff, and 10% original, realistic and practical ideas [please contact me if you have... Read morePublished on May 13, 2014 by sam tift
I have just purchased this. I guess I thought this book would be a "How To" but it is actually just about theory with a lot of statistics. I am sooo disappointed. Read morePublished on April 3, 2014 by Lisa V