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Emotional Branding: The New Paradigm for Connecting Brands to People (Hardcover)
by Marc Gobe, Sergio Zyman (Foreword)
| Category:
Branding, Marketing |
| Market price: ¥ 278.00
MSL price:
¥ 218.00
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MSL rating:
 Good for Gifts |
| MSL Pointer Review:
Take advantage of the innovative concepts and programs taught by the author to meet the challenges of the new emotion-based economy. |
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Author: Marc Gobe, Sergio Zyman (Foreword)
Publisher: Allworth Press
Pub. in: January, 2001
ISBN: 1581150784
Pages: 352
Measurements: N/A
Origin of product: USA
Order code: BA00368
Other information: ISBN-13: 978-1581150780
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- Awards & Credential -
A book with tremendous insights into the emotional part of branding management. |
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- MSL Picks -
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."
Target readers:
Branding managers, product managers, marketing managers, advertising professionals, academics, university lecturers, and MBAs.
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Marc Gobé is president, chief executive officer, and executive creative director of Desgrippes Gobé, one of the world’s top ten brand image creation firms specializing in identity, product, packaging, retail, and web design. Over the past 25 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, Lancome, Starbucks, and Gillette. He serves on the board of the Brand Design Association, has taught at the prestigious Ecole Superieur de Design in Paris, and regularly speaks at conferences worldwide on marketing and design. He lives in New York City.
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From Publisher
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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| View all 7 comments |
Jim Casron (MSL quote), USA
<2007-01-01 00:00>
For anyone involved in branding this book gives very practical advice. A common complaint about business books is that they are all OK in theory but contain little in the way of explanations of how to do it - this book however offers not only theory and some good case study. Overall very impressive and a must read for anyone involved in sales, advertising or marketing functions. As someone has already said these guys really know their stuff and it works!! Another book I highly recommended is 60-Minute Brand Strategist by Idris Mootee. This book is loaded with solid, meaty real world branding insights and techniques that can are being kept as trade secrets. You will probably find this book a real eye opener. If you're looking for a more balanced marketing book, suggest going for David Aaker's books, some Kotler's books.
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A reader (MSL quote), USA
<2007-01-01 00:00>
Emotional Branding knows that what used to work is nowhere near as successful as it used to be. Consumers and potential consumers have grown wise and cynical about many of the techniques marketers have used for the past several decades. Yet, marketing remains essential in the current economic system. Thus, how do you resonate with your consumers?
That is the question that this book seeks to answer. But, it does not just provide an answer. The authors know three things - there is no "single" consuming monolith out there, you must fully engage the consumer on a variety of levels, and you need to do in a cost-effective fashion. Michael Levine's Guerrilla PR: Wired also knows these facts and focuses on answering them, albeit with the emphasis placed on public relations rather than branding and marketing.
Emotional Branding knows, discusses, and analyzes the variety of consumers out there - breaking them down into demographics and psychographics. Emotional Branding knows, discusses, and analyzes that consumers have grown tired of the over-common branding techniques; instead, Emotional Branding argues that you must fully engage the consumer, intelletually AND emotionally, all five senses. A product's brand identity must not only be unique to that product, but it's even better if it's unique to that consumer, fully reinforced on a variety of levels through a variety of channels and a variety of sources directly hardwired into the consumer's decision-making process. Finally, Emotional Branding knows that you still have a balance sheet. Relying on case histories and several useful strategies, Emotional Branding seeks to explore how its suggestions and methods can be utilized without breaking the budget.
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Robert Morris (MSL quote), USA
<2007-01-01 00:00>
According to Gobe, "an Emotional Branding approach is quite simply the crucial defining element that separates success from indifference in the marketplace...[It] brings a new layer of credibility and personality to a brand by connecting powerfully with people on a personal and holistic level... Emotional Branding is more than a process or research technology; it is based on the connections between people that transcend charts and graphs. It is a culture and way of living; a fundamental belief that people are the real force in commerce and that business and the street cannot survive separately." I begin my review with this brief excerpt because, with these remarks, Gobe creates a frame of reference for his reader before providing information and insights which differentiate his book from any other on the same general subject.
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?
3. What is the biggest misconception in branding strategies? Why?
4. What are "The Ten Commandments of Emotional Branding"?
5. Which values are unique to Baby Boomer (born 1946-64), Gen X (born 1965-76), and Gen Y (born 1977-94) consumers? So what?
6. Which values are unique to African-American, Hispanic, Asian-American, Gay, and Lesbian consumers? So what?
7. Why are Women "The New Shoppers in Chief"?
8. Why are sensorial experiences (i.e. sight, sound, touch, taste, feel, and smell) "the uncharted territory of branding"?
9. Which branding strategies based on sensorial experiences have proven most effective? Why?
10. What are the "Key Trends for the New Millennium"? Why?
These questions correctly suggest the scope and depth of Gobe's perspectives on emotional branding. Throughout the book, he cites and discusses examples of branding initiatives which either succeeded or failed. I am also grateful for the inclusion of highly innovative graphics which illustrate "thinking out of the box" while creating an advertising campaign. (See the Introduction to Section III.) Gobe concludes his book with this observation: "To get people interested in a long-term relationship, keep your ear to the ground and always be ready for any market changes. Change is good, but predicting change is better - the answer is within people's hearts." In this remarkable book, Gobe does indeed offer a new paradigm for connecting brands to people.
Those who share my high regard for Emotional Branding are strongly urged to check out Levitt's The Marketing Imagination, Ries and Trout's Positioning (NOT the sequel, The New Positioning), Brands: The New Wealth Creators edited by Hart and Murphy, Schmitt's Experiential Marketing, and Pine and Gilmore's The Experience Economy. For those who wish to explore the subject in even greater depth, I highly recommend Daniel Goleman's Emotional Intelligence and his more recently published Working with Emotional Intelligence.
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A reader (MSL quote), USA
<2007-01-01 00:00>
I have been a fan of Marc Gobe's for several years having become aquainted with his work through a colleauge. I came to Emotional Branding without much of an understanding of the world of branding and packaging but came away with a solid appreciation of the 'idea' behind some of greatest marketing/branding campaigns. I was most interested in how Marc combines the ideas of design and the 'art' of packaging into his projects. Emotional Branding is a comprehensive study of some of the most influential brands of our day. The text is straighforward and filled with interesting antecdotes that force the reader to take a look at what they like and why they like it. A great read... highly recommended.
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