Emotional Branding: The New Paradigm for Connecting Brands to People

Front Cover
Allworth Press, Jan 1, 2001 - Business & Economics - 319 pages
8 Reviews
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.

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Review: Emotional Branding: The New Paradigm for Connecting Brands to People

User Review  - Marcel Brussee - Goodreads

The first half of this book is certainly interesting, but he second half is not half as interesting. Read full review

Review: Emotional Branding: The New Paradigm for Connecting Brands to People

User Review  - Jen - Goodreads

great book for all marketers out there! Very relevant with good content on Gen Y. Read full review

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About the author (2001)

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.

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