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Emotional Branding: The New Paradigm for Connecting Brands to People By Marc GobeMarc GobéSergio Zyman ( Allworth Press )
Release Date: 2001-01-15
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Product Description
Emotional Branding Bonds Brands With Today's Savvy Consumers A visionary approach to building powerful brand loyalty, this groundbreaking book shows marketers of any product or service how to engage today's increasingly cynical consumers on deeper emotional levels. Case histories from the author's high-profile client list analyze demographic and behavioral shifts in populations and retail distribution channels, then show how all five senses can be used as powerful marketing tools to respond to those trends. Chapters detail how to develop strong brand personalities, customize brand presence to different consumer groups, use brand strategies in packaging and display, and facilitate breakthrough strategies for the Web. Chapters detail how to: * develop unforgettable brand personalities
* customize brand presence to different consumer segments
* incorporate brand strategies into product and retail architecture design
* facilitate interactive access to your products through the Internet. Emotional Branding breaks new ground in proposing innovative ways to create powerful and effective branding programs for meeting the challenges and opportunities of the new emotion-based economy.
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 Emotional Branding ( tcm_books )
There was a time that if you had a product, someone would buy it. You didn't have to worry about reaching your target audience, how the packaging would make people feel, or how the product would make the consumer's life better. People were eager for new products so if you had something to sell people would line up to try almost anything.
Today, we have choices. So many choices. If you go to your local Wal-Mart looking for a toaster, you'll find dozens of different types. Each has a variety of different features that make each product unique. Trying to figure out which is right for you, depends upon your toasting needs.
The same goes for any product or service that you sell. In order to get consumers to choose your company when they go looking to buy, you have to serve their needs. To do so, you have to know your target audience and have a firm understanding about what they want.
Emotional Branding explores the buying patterns, needs, and belief systems of a variety of different demographics: the boomers through to the millennials, various minority populations, women, and the gay community. The book looks at how color, packaging, sound, scent, etc can be used to produce certain feelings. Put together properly, this information can help craft products and their associated advertising campaigns to suit the appropriate target audience.
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Great resource for personal branding
As a personal branding coach, I have read many books and
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
fashion.
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
my clients.
Tracy Repchuk
Personal Brand Coach
http://www.personalbrandempire.com
31 Days to Millionaire Marketing Miracles
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 True but not that insightful ( georgecrocker )
You'd think that a book about emotional branding with a forward by Sergio Zyman would have something interesting to say. Unfortunately, this book make a number of good points but it's not all that interesting. Many of the points should be fairly intuitive and obvious for marketing people who have a clue. Some points made are interesting refreshers, like the importance and potential impact of invoking multiple senses in the consumption and purchase experience. Unfortunately many of the chapters are not newsworthy and can be summarized by their lame titles, such as "Women: The New "Shoppers in Chief" and "Gay and Lesbian Consumers: Sincerity is the Best Policy!"
The book mostly gives examples of brands that have done X or Y really well without leaving the average reader or business person with any concept about how the point is relevant in a gernalizeable sense.
Final gripe is that the book reads a little bit like an advertisement for the author's firm.
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People Branding : Thats new !! ( tom8m )
Absolutely fantastic book. Covers all the major concepts of emotional branding, including self concept and actualisation. I reccommend for anyone interested in this new and exciting concept.
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excellent book
Emotional Branding is a must, it is complete, well written and full of inspiring examples
The decalogue alone is worth the purchase
1) from consumers to people
2) from product to experience
3) from honesty to trust
4) from quality to preference
5) from notoriety to aspiration
6) from identity to personality
7) from function to feel
8) from ubiquity to presence
9) from communication to dialogue
10)from service to relationship
If brand managers understand truly and fully Gobe's ten commandments they will add value to the most valuable asset
they have, the brand
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