EMOTIONAL BRANDING [Hardcover]

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

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.

Praise for Emotional Branding:

"This refreshing new concept of Emotional Branding from Marc Gobé is a must read by all global managers. Gobé recognizes that it is not distribution that creates a global brand, but connecting with a universal emotional need. Without this connection, a brand can't become global, even on the worldwide Web. This is the most useful book on branding I have ever read." -Joseph Plummer, Executive Vice President, Director of Brand Strategies on Global Accounts, McCann Erickson Worldwide

"Create surprise, passion, and excitement, a sense of community between a company and its customers-its promoted stakeholders. Build a sense of purpose which both can be proud of. This is what emotional branding is all about!" -Patrick Gournay, CEO, The Body Shop International

"Marc clearly understands that a brand represents a promise to a customer that must be kept faithfully. Discordant images and communications, as in the Benetton situation, undermine a brand's credibility. Marc explores these ideas brilliantly." -Arthur C. Martinez, Chairman & CEO, Sears Roebuck & Co.

"Marc Gobé has a rare understanding of the complex and magical process through which a highly successful international brand with the power to inspire is built and sustained. Emotional Branding is a very significant book-revolutionary and absolutely vital to anyone who wishes to play an important role in business today . . . Gobé's unique, passionate vision teaches how to transcend the confines of ordinary thinking to reach realms of innovation and heightened emotion-that world of "intangibles" where brands can really connect with people on a deeper level." -Philip Shearer, President of the Perfume and Beauty Divison, L'Oreal

"The transformation of brands from product-based propositions to emotionally driven ones is happening at lightning speed. Marc's perception of this change is incredibly accurate, eye-opening, and required me to change my underwear." -Nick Graham, Chief Underpants Officer, Joe Boxer

Marc Gobé is President, Chief Executive Officer, and Executive Creative Director of d/g* worldwide (www.dga.com), one of the world's top ten brand image creation firms specializing in award winning identity, product, packaging, retail, and Web design. Over the past twenty-five years, he has created breakthrough, emotion-driven brand design strategies for clients such as Coca-Cola, IBM, Victoria's Secret, Ann Taylor, Sears, Godiva, Saks, Reebok, Versace, Lancôme, Starbucks, and Gillette. He serves on the board of the Brand Design Association, has taught at the prestigious Ecole Superieure de Dessin Industriel, in Paris, and regularly speaks at Columbia University and at conferences worldwide on marketing and design. He lives in New York City.