EMOTIONAL BRANDING: Amazon.ca: Marc Gobe: Books

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Review

“Worth more than a whole shelf of business books.” -Design Management Journal --This text refers to the Paperback edition.

Book Description

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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Customer Reviews

32 Reviews

5 star:		(23)
4 star:		(2)
3 star:		(2)
2 star:		(1)
1 star:		(4)

Average Customer Review

4.2 out of 5 stars (32 customer reviews)

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1 of 1 people found the following review helpful

5.0 out of 5 stars extraordinary new insight on marketing, Oct 31 2003

By

Carloni Silvia (Perugia, Italy) - See all my reviews
(REAL NAME)

This review is from: EMOTIONAL BRANDING (Hardcover)

I recommend this book to anyone wants to follow the new marketing trend of approaching consumers not in a rational way, but rather through an emotional connection that allows identification and enhtusiasm... taste, feel, smell, touch, hear: approaching the consumers using all the senses, allowing an holistic brand experience. A great book that stands out of the group, if you have to buy one book on emotional marketing, this is the one you cannot miss.

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1 of 1 people found the following review helpful

4.0 out of 5 stars How to Grab the Consumer, Aug 20 2002

By A Customer

This review is from: EMOTIONAL BRANDING (Hardcover)

Emotional Branding knows that what used to work is nowhere near as successful as it used to be. Consumers and potential consumers have grown wise and cynical about many of the techniques marketers have used for the past several decades. Yet, marketing remains essential in the current economic system. Thus, how do you resonate with your consumers?

That is the question that this book seeks to answer. But, it does not just provide an answer. The authors know three things--there is no "single" consuming monolith out there, you must fully engage the consumer on a variety of levels, and you need to do in a cost-effective fashion. Michael Levine's Guerrilla PR: Wired also knows these facts and focuses on answering them, albeit with the emphasis placed on public relations rather than branding and marketing.

Emotional Branding knows, discusses, and analyzes the variety of consumers out there--breaking them down into demographics and psychographics. Emotional Branding knows, discusses, and analyzes that consumers have grown tired of the over-common branding techniques; instead, Emotional Branding argues that you must fully engage the consumer, intelletually AND emotionally, all five senses. A product's brand identity must not only be unique to that product, but it's even better if it's unique to that consumer, fully reinforced on a variety of levels through a variety of channels and a variety of sources directly hardwired into the consumer's decision-making process. Finally, Emotional Branding knows that you still have a balance sheet. Relying on case histories and several useful strategies, Emotional Branding seeks to explore how its suggestions and methods can be utilized without breaking the budget.

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5.0 out of 5 stars Emotional Branding, Nov 16 2008

By

Tami Brady "Whole Health" (Calgary, Canada) - See all my reviews
(HALL OF FAME) (TOP 50 REVIEWER) (REAL NAME)

This review is from: EMOTIONAL BRANDING (Hardcover)

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 different features that make each product unique. Trying to figure out which is right for you, depends upon your toasting needs.

The same goes for any product or service that you sell. In order to get consumers to choose your company when they go looking to buy, you have to serve their needs. To do so, you have to know your target audience and have a firm understanding about what they want.

Emotional Branding explores the buying patterns, needs, and belief systems of a variety of different demographics: the boomers through to the millennials, various minority populations, women, and the gay community. The book looks at how color, packaging, sound, scent, etc can be used to produce certain feelings. Put together properly, this information can help craft products and their associated advertising campaigns to suit the appropriate target audience.

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Most recent customer reviews

2.0 out of 5 stars Title is prime example of subject
Problems: there is a lot of useless commentary; Gobe pushes political correctness in advertising; he generalizes about Baby boomers, Generations X and Y; he often supplies only... Read more

Published on Nov 12 2003

3.0 out of 5 stars Good book, but 50% too long
This is a good book that explains the importance of creating an emotional connection with the consumer when designing a brand. Read more

Published on Oct 23 2003