Customer Reviews

EMOTIONAL BRANDING

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

 

 

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.

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.

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.

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 anecdotal evidence for his ideas. On the other hand, he seems sincerely interested in the subject, and there's some real insight underneath all the BS. About what you would expect from an Ad executive.

This is a good book that explains the importance of creating an emotional connection with the consumer when designing a brand. It is however too long as the same (good) concept is repeated many times in different words.

For anyone involved in branding this book gives very practical advice. A common complaint about business books is that they are all OK in theory but contain little in the way of explanations of how to do it - this book however offers not only theory and some good case study. Overall very impressive and a must read for anyone involved in sales, advertising or marketing functions. As someone has already said these guys really know their stuff and it works!! Another book I highly recommended is 60-Minute Brand Strategist by Idris Mootee. This book is LOADED with solid, meaty real world branding insights and techniques that can are being kept as trade secrets. You will probably find this book a real eye opener. If you're looking for a more balanced marketing book, suggest going for David Aaker's books, some Kotler's books.

According to Gobe, emotion is the most accelarating factor in branding. The book emphasizes that emotions are very important in every aspects of brand communication.

I believe that one who knows that branding is not only about 4Ps, should read it.

How can you describe cinnamon flavour ?

You can not !! Simply, you only try it and then express an opinion.

It is an excellent book, full of creative ideas, explanations and thorough grasp of the subject.

As a qualified accountant, I always believed in the power of the brands. But believing to brandnames due to common sense or potential cash flows and getting a firm theoretical (and/or practical if you apply theory to practice) understanding of what Emotional Branding means are two completely different things.

And thank god, this book helped immensely to see the particular subject from a completely different angle.

Whether we like it or not, branding is here to stay and this is the best source I have come across for placing emotional branding in a clear context. I finished the book feeling exhilarated and ready to face the challenge of connecting with customers.

I hear the author is planning a second book on the subject. Is this true? When will it be available?

As someone who has always worked on the fringes of advertising this book was particularly helpful to me to understand the importance of the whole branding process and the importance of making an emotional connection with the brand. The Ten Commandments were especially insightful for me. I found the book straightforward and easy to read - especially the case studies and supporting examples used through out the book. You've inspired me!