Brandjam is a powerful new concept from brand design pioneer Marc Gobe. Picking up where he left off in his bestseller, Emotional Branding, this. Emotional Branding: The New Paradigm for Connecting Brands to People. Front Cover. Marc Gobé. Windsor, – Brand name products – pages. Emotional Branding – The New Paradigm for Connecting Brands to People by Marc Gobé isn’t a new book – it dates back to Nevertheless, those.

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Nevertheless, those interested in neuromarketing or in gearing marketing efforts to work at the subconscious level will find much of the information useful. Gobe believes that brands have personality and emotional impact, and that marketers can craft that personality using all of bdanding elements of their customer interaction, from product package design to retail selling environments.

Some of the demographics and examples are slightly dated, but most of this content bdanding evergreen and is designed to get the reader to think beyond the nuts and bolts of touting product benefits.


To better appeal to the need for respect, the ad could have portrayed a confident woman celebrating with an expensive dinner despite losing her wallet due to her wisdom in buying American Express travelers checks.

He considers an ad from Salomon Smith Barney which acknowledges the major role of women in financial planning as well as their other important responsibilities as providing the respect component far more effectively.

Emotional Branding – Marc Gobé – Google Books

Too often, the major focus is on what customers see. Touch, sound, taste, and smell can all be important components in developing an emotional brand identity. He gets eemotional visual design of advertising and logos, showing how Lancome, the cosmetic firm, shifted its emotional brand image by changing its ads; wholesome, smiling models were replaced by edgier, more seductive women with very different makeup. There are some useful points, but, unlike most media, the Web has changed a lot in the last six years, both in the technology available to marketers and in the way fmotional use the Web.


The copious illustrations of designs and ads that are emotional hits or misses should help readers visualize how their brand might employ e,otional emotional branding strategies and avoid emotional miscues.

Roger Dooley is the author of Brainfluence: He is the primary author at Neuromarketingand writes at Entrepreneur and Forbes. Learn more at RogerDooley.

Emotional Branding: The New Paradigm for Connecting Brands to People

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Emotional Branding – Neuromarketing

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