Emotional Branding: The New Paradigm for Connecting Brands to People - Hardcover

Marc Gobe; Marc Gobé; Sergio Zyman

Hardcover

ISBN 10: 1581150784 ISBN 13: 9781581150780

Publisher: Allworth Press, 2001

Synopsis

A visionary approach to building powerful brand loyalty, this ground-breaking 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 interactive access to products through the Internet.

About this title

From the Inside Flap:

From CHOICE, March 2002:

Marc Gobé explores the qualitative elements required to connect with one’s 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 today’s 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.

About this edition

• Publisher: Allworth Press
• Publication date: 2001
• ISBN 10: 1581150784
• ISBN 13: 9781581150780
• Binding: Hardcover
• Edition number: 1
• Number of pages: 352