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Emotional Branding: The New Paradigm for Connecting Brands to People
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Sales rank 101,278
Customers rating (based on 41 reviews)
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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.
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| Publisher | Allworth Press | | Release date | 01/2001 | | Availability | Usually ships in 1 to 3 months | | Edition | Hardcover |
| | List price | $24.95 | | Our price | $18.21 (you save 27.01%) | | Used price | from $0.39 |
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Finally something substantial!
So many marketing books out there these days are nothing but fluff around a brilliant catch phrase. Most of them are just extended versions of what one could easily put in a Business Week article. Not so with this one. I find it to be substantial, informative and yet easy to read. This one and The Impossible Advantage: Winning the Competitive Game by Changing the Rules are the marketing books right now that intrigue by cutting through the fluff and getting to what's really important with meaningful and substantial info. Not just scratch the surface. Gotta applaud them for that.
 Practical Information for connecting with customers!
My disclaimer: As with any opinion, it is only my opinion and these reviews will vary depending on who reads the book and what the reader is looking for. I look for ways to improve sales, businesses, and my life. This book shares some innovative ideas and offers applicable take-a-ways.
On a 1 to 5 scale, 5 being the best:
Readability: 4 It will take most of us average readers a few days of on and off reading to complete this book. Not a novel, but I didn't expect it to be. Still not to difficult.
Information and new ideas: 5 The book presents many new ideas about how to tie into a customer's emotional level. Getting them to connect to the brand.
Applicable Ideas: 5 Emotional Branding offers theory and case study examples. With a little thought and innovation, these ideas can be used with other products, services, and other offerings.
Value: A 5 for sure! What I was looking for was material to help me develop an advanced selling skills training. This certainly gave me some ideas to include. It was well worth the money.
I give it a 5 overall. Good reading and great applicable ideas. A good one for anyone's business book collection. Another great book on emotion based selling is: Selling with Emotional Intelligence by Mitch Anthony.
Thank you Marc Gobe and Sergio Zyman!
Rip Walker
Author:Rip's Book of Common Sense Selling: Improving Sales Through Process Implementation
 Emotion & Senses Have Their Day
This well produced book wanders all of the place and does not reach a tight conclusion. There is no red thread tying it all together.
What Emotional Branding does succeed in doing is making a spirited case for the importance of emotion and the senses in branding, and for this Marc Grobe deserve credit. Martin Lindstrom's book Buy-ology works to put some meat on the bones through fMRI research, but these results are not conclusive, either.
There is currently no comprehensive branding theory for the intersection between the senses and emotions. The old economic model was build on the concept of the "rational man," which still can work in a world of needed commodities. But in retail environments with many differentiated products, the senses inform, needs become wants, and emotions decide.
Emotional Branding
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.
Great resource for personal branding
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
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