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Emotional Branding: The New Paradigm for Connecting Brands to People Paperback – February 9, 2010
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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.
“Worth more than a whole shelf of business books.” -Design Management Journal
Top customer reviews
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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.
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
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.
Most recent customer reviews
1) The book does not live up to the promise of its title.Read more