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Emotional branding : the new paradigm for connecting brands to people / by Marc Gobé.

By: Material type: TextTextPublisher: New York : Allworth Press, [2001]Copyright date: ©2001Description: xxxii, 319 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 1581150784
  • 9781581150780
Subject(s): DDC classification:
  • 658.827 21
LOC classification:
  • HD69.B7 G62 2001
Online resources:
Contents:
Foreword / Sergio Zyman -- Introduction: Emotional Branding: Fuel for Success in the Twenty-first Century -- Relationship - customer, customer, customer! -- Introduction: It's the Twenty-first Century: Do You Know Who Your Customers Are? -- A Generational Explosion: Targeting New Emotional Criteria -- Disconnection Alert: The U.S. Melting Pot Is Hot! -- Women: The New "Shoppers in Chief" -- Gay and Lesbian Consumers: Sincerity Is the Best Policy! -- Sensorial experiences - the uncharted territory of branding -- Introduction: A Sense of Strategy -- Sounds That Transport -- Colors That Mesmerize/Symbols That Captivate -- Tastes That Tantalize -- Shapes That Touch -- Scents That Seduce -- Conclusion: Soothe the Senses: Some Peace, Please! -- Imagination - innovation is a brand's best friend! -- Introduction: Thinking Out of the Box -- Sensory Design: The New Branding Power Tool -- Emotionally Charged Identities: Unforgettable Brand Personalities -- Retailing with a Passion: Sensational Stores of Tomorrow -- Brand Presence with Presence: A Fresh, New Approach -- Emotional Packaging: The Half-Second Commercial -- Emotional Advertising: Not Gratuitous, but Relevant Emotions -- Vision - inspiration for change: how to get there from here -- Introduction: E-motions -- Branding Emotions on the Web: The (Real) Future of Cyberspace -- d/g*'s Recipes for Emotional Branding Strategies -- Key Trends for the New Millennium.
Summary: "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."--Publisher description.
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Includes bibliographical references (pages 307-312) and index.

Foreword / Sergio Zyman -- Introduction: Emotional Branding: Fuel for Success in the Twenty-first Century -- Relationship - customer, customer, customer! -- Introduction: It's the Twenty-first Century: Do You Know Who Your Customers Are? -- A Generational Explosion: Targeting New Emotional Criteria -- Disconnection Alert: The U.S. Melting Pot Is Hot! -- Women: The New "Shoppers in Chief" -- Gay and Lesbian Consumers: Sincerity Is the Best Policy! -- Sensorial experiences - the uncharted territory of branding -- Introduction: A Sense of Strategy -- Sounds That Transport -- Colors That Mesmerize/Symbols That Captivate -- Tastes That Tantalize -- Shapes That Touch -- Scents That Seduce -- Conclusion: Soothe the Senses: Some Peace, Please! -- Imagination - innovation is a brand's best friend! -- Introduction: Thinking Out of the Box -- Sensory Design: The New Branding Power Tool -- Emotionally Charged Identities: Unforgettable Brand Personalities -- Retailing with a Passion: Sensational Stores of Tomorrow -- Brand Presence with Presence: A Fresh, New Approach -- Emotional Packaging: The Half-Second Commercial -- Emotional Advertising: Not Gratuitous, but Relevant Emotions -- Vision - inspiration for change: how to get there from here -- Introduction: E-motions -- Branding Emotions on the Web: The (Real) Future of Cyberspace -- d/g*'s Recipes for Emotional Branding Strategies -- Key Trends for the New Millennium.

"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."--Publisher description.

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