Brandjam is a powerful new concept from brand design pioneer Marc Gobe. Picking up where he left off in his bestseller, Emotional Branding, this. Emotional Branding: The New Paradigm for Connecting Brands to People. Front Cover. Marc Gobé. Windsor, – Brand name products – pages. Emotional Branding – The New Paradigm for Connecting Brands to People by Marc Gobé isn’t a new book – it dates back to Nevertheless, those.

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Women The New ShoppersinChief. By exploring the 5 senses, Emotional Branding shows how some brands have built up their businesses by engaging in a sensory interaction with their consumers. He considers an ad from Salomon Smith Barney which acknowledges the major role of women in financial planning as well as their other important responsibilities as providing the respect component far more effectively.

As the first marketing book ever to study the role of the LGBTQ community as powerful influencers for many brands, Emotional Branding opened the door to a renewed sensitivity toward traditional research that privilege individuality and the power of the margins to be at the center of any marketing strategy.

The copious illustrations of designs and ads that are emotional hits or misses should help readers visualize how their brand might employ better emotional branding strategies and avoid emotional miscues. To better appeal to the need for respect, the ad could have portrayed a confident woman celebrating with an expensive dinner despite losing her wallet due to her wisdom in buying American Express travelers checks.

Branding Emotions on the Web Social Media. Unless we focus on humanizing the branding process we will lose the powerful emotional connection people have with brands. Critics hailed Emotional Branding as a breakthrough and a fresh approach to building brands. Save my name, email, and website in this browser for the next time I comment.


Emotional Branding is the best selling branring business book that has created a movement in branding circles by shifting the focus from products to people. Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the emoional of art. Welcome, Login to your account. Emotional Branding explores how effective consumer interaction needs to be about senses and feelings, emotions and sentiments.

In studying the role of women as “shoppers in chief, “and defining the need to look at the marketplace by recognizing differences in origins, cultures, and choices, Emotional Branding foresaw the break up of mass media to more targeted and culturally sensitive modes of communications.

Account Options Sign in. The opportunity that exists in understanding how we feel about a brand determines how much we want to buy. My library Help Advanced Book Search. He gets into visual design of advertising and logos, showing how Lancome, the cosmetic firm, shifted its emotional brand image by changing its ads; wholesome, smiling models were replaced by edgier, more seductive women with very different makeup.

Emotional Branding – Marc Gobé – Google Books

Touch, sound, taste, and smell can all be important components in developing an emotional brand identity. Roger Dooley posts comments.

There are some useful points, but, unlike most media, the Web has changed a lot in the last six years, both in the technology available to marketers and in the way people use the Web.


Some of the demographics and examples are slightly dated, but most of this content is evergreen and is designed to get the reader to think beyond the nuts and bolts of touting product benefits. Next Post Sensory Branding. The emergence of social media, consumer empowerment and brznding were all clearly predicted brandign this book 10 years ago around the new concept of a consumer democracy. Nevertheless, those interested in neuromarketing bransing in gearing marketing efforts to work at the subconscious level will find much of the information useful.

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Emotional Branding: The New Paradigm for Connecting Brands to People

Soothe the Senses Some Peace Please. Not unlike the Greek culture that used philosophy, poetry, music, and the art of discussion and debate to stimulate the imagination, the concept of emotional branding establishes the forum in which people can convene and push the limits of their creativity. A whole segment in the book looks at the role of the senses in branding and design. Gobe believes that brands have personality and emotional impact, and that marketers can craft that personality using all of the elements of their customer interaction, from product package design to retail selling environments.

Colors that Mesmerize Symbols that Captivate.

A Sense of Strategy. You might also like More from author. Roger Dooley is the author of Brainfluence: He is a regular design columnist on BusinessWeek.

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