Emotional Branding: The New Paradigm for Connecting Brands to People

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Manufacturer: Allworth Press

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Binding: Hardcover
Dewey Decimal Number: 658.827
EAN: 9781581150780
ISBN: 1581150784
Label: Allworth Press
Manufacturer: Allworth Press
Number Of Items: 1
Number Of Pages: 352
Publication Date: 2001-01-15
Publisher: Allworth Press
Studio: Allworth Press

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Editorial Reviews:

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.

Spotlight customer reviews:

Customer Rating:

Summary: Great resource for personal branding
Comment: 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

Customer Rating:

Summary: True but not that insightful
Comment: 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.

Customer Rating:

Summary: People Branding : Thats new !!
Comment: 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.

Customer Rating:

Summary: excellent book
Comment: 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

Customer Rating:

Summary: Self-Inflated Gibberish
Comment: 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.

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