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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
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Book ID Asin: 1581150784
Book Title: Emotional Branding: The New Paradigm for Connecting Brands to People
Book Author: Marc Gobe,Marc Gobé,Sergio Zyman
Book Format and Price:
Book Format Name: Kindle
Book Format Price: $13.99
Book Format Name: Audiobook
Book Format Price: $0.00
Book Format Name: Hardcover
Book Format Price: $12.95
Book Format Name: Paperback
Book Format Price: $19.95
Book Price: unknown
Book Category: Books, Business & Money, Marketing & Sales and unknown
Book Rating: 82 ratings
Emotional Branding: The New Paradigm for Connecting Brands to People by Marc Gobe,Marc Gobé,Sergio Zyman Book Review
Name: Imagine Nature
Rating: 5.0 out of 5 stars
Title: Emotional Branding — A timeless look at human behavior
Date: Reviewed in the United States on October 23, 2014
Review: Emotional Branding by Marc Gobe is timeless in how he takes a deeper look into cultural aspects of buying habits. It’s interesting to read the book in 2014 as many of the statistics and predictions were based on 2000 and before. We are actually seeing many of Gobe’s insights happening now. But what remains timeless is human behavior.
The main thing that Gobe brings to light is how marketers must appeal to the emotional sense of the culture they are trying to capture. They must know their beliefs, their superstitions, and what makes them connect to a “brand”. The book let’s us in on the secrets behind many brands that have embraced the “emotional branding” concepts and aimed marketing efforts to capture a certain market segment. Gobe gives many examples to demonstrate the process of building a powerful and successful international brand that can sustain its magical hold on its customers.
This book is a must read for all marketing managers and companies in todays online marketing environment. Successful companies use the internet to build relationships and communities. Understanding the emotional aspects of branding is a big plus in creating campaigns with a sense of purpose that gets results.
Gobe shares his process of brand identities for “eCommerce”, which he said should be multidimensional, multisensorial and engage consumers in an emotionally compelling brand story. He talks about the communicaiton opportunities available on websites that traditional businesses are not able to do. Wouldn’t he be surprised today to see how online marketing has taken over most “traditional” businesses? Today, most companies have an online presence and online marketing processes have become very sophisticated. However, we can still use Gobe’s intelligence for creating emotional content and concepts to capture the “hearts” of consumers.
I love Gobe’s foresight on how branding is about cultural relevance and emotional connection… NOT HYPE. Today, brands can not get away with hype. Companies must create relationships with their customers or the customers move on somewhere they feel understood.
In conclusion, Marc says… (and I quote because I couldn’t say it better) “Branding is a people to people business, not a factory to people business. A brand needs to have human qualities and emotional values — it needs to have a personality, experessing corporate culture through imagery that engages people.”
He leaves us with 3 last thoughts:
1. Brands have lifecycles — depending on it’s relevance at a given time.
2. Brands are elected every day — the biggest enemy of brand is overexposure.
3. Real brands are about meaning and truth — they can have a credible connection with customers that’s sincere and felt.
I highly recommend this book for anyone who is serious marketing and branding. And I even recommend it for those who are just starting out, as it can give you a head start in understanding how to create marketing campaigns that connect to your “tribe”… your true customers and what really matters to them.
Name: Tracy Repchuk Marketing Makeover Maestro
Rating: 4.0 out of 5 stars
Title: Great resource for personal branding
Date: Reviewed in the United States on June 8, 2007
Review: 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
[…]
Name: Julie N
Rating: 3.0 out of 5 stars
Title: Emotional Branding by Marc Gobe
Date: Reviewed in the United States on November 14, 2013
Review: The book Emotional Branding by Marc Gobe
From the little I had read before purchasing this book; it seemed like it would be of great help to me? So far it’s ok. When my enthuse
diminish upon reading the first 25 pages; I generally put the book down and will try again after reading another book that’s more exciting! I will try to get back into it later or just by a book on Branding leaving the emotional out of the title.
Name: Harmony.Reviews
Rating: 5.0 out of 5 stars
Title: Great book
Date: Reviewed in the United States on February 23, 2020
Review: My favorite book. I read it a few years ago, and recently re-bought it. A beautiful image on marketing.
Name: Big Wild Fan
Rating: 4.0 out of 5 stars
Title: Some interesting ideas, some fluff
Date: Reviewed in the United States on May 13, 2014
Review: I struggle to find marketing books, especially ones focused on new media, that are not 90% fluff, and 10% original, realistic and practical ideas [please contact me if you have recommendations]. This book is better than most, but I think some of the reviews were a bit too positive. I would recommend it if you are interested in a more modern, progressive form of brand management, but this is not the be-all-end-all of modern branding books. Like most books in this genre, it could be half as short and not lose a single realstic idea but still, it’s worth reading for those who work in/enjoy this genre.
Name: AToro
Rating: 5.0 out of 5 stars
Title: perfect
Date: Reviewed in the United States on January 6, 2013
Review: is perfect book for people who are looking for diffrent point of mind….interesting tool to improve your style of thinking.
Name: Mark V.
Rating: 5.0 out of 5 stars
Title: One of the best books I’ve read on marketing and branding.
Date: Reviewed in the United States on May 21, 2015
Review: One of the best books I’ve read on marketing and branding.
Name: queensounti
Rating: 5.0 out of 5 stars
Title: Five Stars
Date: Reviewed in the United States on August 24, 2016
Review: RECOMMENDED BOOK!
