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Emotional Branding: The New Paradigm for Connecting Brands to People

Marc Gobe

3.77 · Rating details · 330 ratings · 14 reviews

Emotional Branding is the best selling revolutionary business book that has created a movement in branding circles by shifting the focus from products to people. The “10 Commandments of Emotional Branding” have become a new benchmark for marketing and creative professionals, emotional branding has become a coined term by many top industry experts to express the new dynamic Emotional Branding is the best selling revolutionary business book that has created a movement in branding circles by shifting the focus from products to people. The “10 Commandments of Emotional Branding” have become a new benchmark for marketing and creative professionals, emotional branding has become a coined term by many top industry experts to express the new dynamic that exists now between brands and people. The emergence of social media, consumer empowerment and interaction were all clearly predicted in this book 10 years ago around the new concept of a consumer democracy. In this updated edition, Marc Gobé covers how social media helped elect Barack Obama to the White House, how the idea behind Twitter is transforming our civilization, and why new generations are re-inventing business, commerce, and management as we know it by leveraging the power of the web. 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. 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. A whole segment in the book looks at the role of the senses in branding and design. The opportunity that exists in understanding how we feel about a brand determines how much we want to buy. 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. Emotional Branding explores how effective consumer interaction needs to be about senses and feelings, emotions and sentiments. 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. Through poetry the Greeks invented mathematics, the basis of science, sculpture, and drama. 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. Design in this book is considered a new media, the web a place where people will share information and communicate, architecture a part of the brand building process, and people as the most powerful element of any branding strategy. Most importantly, it emphasizes the need to transcend the traditional language of marketing--from one based on statistics and data to a visually compelling new form of communication that fosters creativity and innovation. ...more

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Paperback, 352 pages

Published February 9th 2010 by Allworth (first published 2001)

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Nov 16, 2008 Tami rated it it was amazing · review of another edition

There was a time that if you had a product, someone would buy it. You didn’t have to worry about reaching your target audience, how the packaging would make people feel, or how the product would make the consumer’s life better. People were eager for new products so if you had something to sell people would line up to try almost anything.

Today, we have choices. So many choices. If you go to your local Wal-Mart looking for a toaster, you’ll find dozens of different types. Each has a variety of ...more

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Feb 04, 2014 Marcel Brussee rated it liked it

Shelves: marketing

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

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Nov 07, 2019 Ivan Martinez rated it it was amazing

Una obra maestra. El maestro Marc Gobé que en paz descanse, nos presenta todo lo que el marketing emocional puede hacer por su marca. Lo de hoy es crear experiencias emocionales para encantar a los clientes, llegando a su corazón y emociones. Uno de los mejores libros de marketing del mundo. Una chica me lo vendió a un precio regalado, realmente no sabía que tenía en sus manos una obra maestra.

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Jul 15, 2010 Randall rated it it was amazing · review of another edition

Una parada obligatoria para cualquier persona en el mundo del desarrollo de marca y mercadeo en general. Una visión clara y llena de ejemplos de la forma en que las grandes marcas parten de elementos emocionales para construir la relación con sus clientes, desde su imagen corporativa, diseño de sus tiendas y empaques, hasta sus relaciones públicas, estrategias de venta y políticas de comunicación.
Con una prosa clara, Gobé muestra cómo el mercado actual está virando de la razón a la emoción, del ...more

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Dec 12, 2007 Kay rated it liked it · review of another edition

a little bit too hokey and qualitative for me. there is value in quantitative analysis too-- populations behave in a certain way that is predictable, the mind is mysterious but not so much that you can't predict group behavior.

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Jul 07, 2011 Alfonso De rated it it was amazing

Para los amantes del Marketing y el Branding, este libro es un joya que no puedes dejar de leer si estás en este medio.

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Sep 28, 2012 Ramy Khodeir rated it really liked it

If you are working or planning to pursue a career in marketing better read this book to understand the true meaning of branding & brand management

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Oct 07, 2007 arshe aulia rated it really liked it · review of another edition

Al abuot branding is here, its the best book ever...
I find amzing stuff abut brand, when there is emotion, brands comes to life...love it...

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Sep 14, 2011 Laila Dimyati rated it really liked it

This book reveals the true meaning of branding, from different point of view. Activating our 5 senses to put what really branding is into our mind.

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Mar 29, 2013 Lori Grant rated it really liked it · review of another edition

Shelves: marketing-branding

A should-read book on branding for the knowledge worker, manager, executive, or entrepreneur.

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Sep 17, 2012 Jen rated it it was amazing

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

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Sep 10, 2017 OxoNewbie rated it really liked it · review of another edition

Shelves: marketing

This book was invaluable when I was writing my Masters dissertation and 15 years on, I still remember it, which says a lot.

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Sep 18, 2017 Long Tùng rated it it was amazing

Một quyển sách hay bị dân marketing lãng quên và lãng phí.

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Dec 14, 2008 Greg rated it it was ok · review of another edition

Never trust a business book where the writer uses an exclamation point every other sentence, or directs you to web sites where he "promises you a good laugh!"

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