Emotional Branding: The New Paradigm for Connecting Brands to People - ISBN: 1581150784


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		"One's first book, kiss, home run, is always the best." - Clifton Fadiman

	Emotional Branding: The New Paradigm for Connecting Brands to People
	by Sergio Zyman, Marc Gobe

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Product Details

Format: Hardcover, 256 pages

Publisher: Allworth Press

ISBN: 1581150784

Release Date: Jan 5, 1999

Average Reader Review:

(Based on 1 review.)

In Brief
Leading brand designer Marc Gobé reveals cutting-edge marketing strategies to engage today's increasingly cynical consumers on deeper, emotional levels. The author argues that marketing executives have ignored at their own risk the powerful emotional dimension of branding. Supported by case histories from Gobé's high-profile client list, the book analyzes and responds to major upcoming demographic and behavioral shifts in consumer populations and distribution channels at the retail and e-tail level. The book introduces a groundbreaking branding paradigm that utilizes high-impact sensory experiences to facilitate intense, emotional relationships with the consumer. It reveals in detail, for the first time, two acclaimed proprietary brand management tools designed by Desgrippes Gobé¯Brand Focus and Sense. Gobé details 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 proposes innovative ways to create powerful and effective branding programs for meeting the challenges and opportunities of the new emotion-based economy.

ABOUT THE AUTHOR:
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.

Number of Reviews: 1 Average Rating:

One of the best!

-- A reviewer, November 7, 2001

The Word On The Street
I believe that kick ass creative is critical to the success of a brand, and no designer is better qualified to explain, creative, integrated design identity than Marc Gobé. Emotional Branding will help you understand how great brands from Stew Leonard's in rural Connecticut to multinational Coca-Colagrow their businesses and attract loyal customers. (Sergio Zyman, former Chief Marketing Officer, The Coca Cola Company, from the foreword to Emotional Branding) —Sergio Zyman

	Foreword	v
	Preface	ix
	Acknowledgments	xi
	Introduction: Emotional Branding: Fuel for Success in the Twenty-first Century	xiii
Section I	Relationship - customer, customer, customer!
	Introduction: It's the Twenty-first Century: Do You Know Who Your Customers Are?	2
Chapter 1	A Generational Explosion: Targeting New Emotional Criteria	3
Chapter 2	Disconnection Alert: The U.S. Melting Pot Is Hot!	29
Chapter 3	Women: The New "Shoppers in Chief"	43
Chapter 4	Gay and Lesbian Consumers: Sincerity Is the Best Policy!	59
Section II	Sensorial experiences - the uncharted territory of branding
	Introduction: A Sense of Strategy	68
Chapter 5	Sounds That Transport	71
Chapter 6	Colors That Mesmerize/Symbols That Captivate	77
Chapter 7	Tastes That Tantalize	85
Chapter 8	Shapes That Touch	91
Chapter 9	Scents That Seduce	97
	Conclusion: Soothe the Senses: Some Peace, Please!	102
Section III	Imagination - innovation is a brand's best friend!
	Introduction: Thinking Out of the Box	106
Chapter 10	Sensory Design: The New Branding Power Tool	107
Chapter 11	Emotionally Charged Identities: Unforgettable Brand Personalities	121
Chapter 12	Retailing with a Passion: Sensational Stores of Tomorrow	159
Chapter 13	Brand Presence with Presence: A Fresh, New Approach	185
Chapter 14	Emotional Packaging: The Half-Second Commercial	197
Chapter 15	Emotional Advertising: Not Gratuitous, but Relevant Emotions	219
Section IV	Vision - inspiration for change: how to get there from here
	Introduction: E-motions	240
Chapter 16	Branding Emotions on the Web: The (Real) Future of Cyberspace	241
Chapter 17	d/g*'s Recipes for Emotional Branding Strategies	271
Chapter 18	Key Trends for the New Millennium	285
	Conclusion	305
	Index	307

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