Emotional Branding: The New Paradigm for Connecting Brands to People
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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 industryto 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 brandingwhich has very real connections with what you do in personalbranding, by attaching the product to the person, and usingemotional advertising you create loyalty, connection anda more powerful message.This was a great read, and I enjoyed his extensive knowledgeof the advertising industry and package strategies whichcan still be applied to a person and product in a similarfashion.I would recommend this for some fantastic history of theindustry and development of emotional branding, and for me Ifurther applied it for my personal branding clients to createvery successful campaigns. As the bestselling author of 31 Days to Millionaire Marketing Miracles I used these strategies for myself, the book, andmy clients. Tracy RepchukPersonal Brand Coachhttp://www.personalbrandempire.com31 Days to Millionaire Marketing Miracles
True but not that insightful - 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.
People Branding : Thats new !! - 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.
excellent book - Emotional Branding is a must, it is complete, well written and full of inspiring examplesThe decalogue alone is worth the purchase1) from consumers to people2) from product to experience3) from honesty to trust4) from quality to preference5) from notoriety to aspiration6) from identity to personality7) from function to feel8) from ubiquity to presence9) from communication to dialogue10)from service to relationshipIf brand managers understand truly and fully Gobe s ten commandments they will add value to the most valuable assetthey have, the brand