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.
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
True but not that insightful 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.
People Branding : Thats new !! 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.
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
Self-Inflated Gibberish This book has all the appeal of an IKEA coffee table: it looks great on the outside, but when you get down to it, it's nothing but cheap filler.
The concepts are tired (this is mere repackaging of 1987 material by a designer/design firm who is trying to drum up business). The writing is self-aggrandizing. This book could have been written in less than a three-page memo.
If you still speak with an arrogant dot.com era vernacular; if you enjoy using mantras like "recontextualizing the brand"; or if you enjoy hearing yourself breath, then you will thoroughly enjoy this book.
In the end, this book says a lot without saying anything at all. Buy something by Aaker (though he is a bit dated) instead.
Anything Goes Trivia
Trevor
Megaton Man
