Download Ebook Emotional Branding: The New Paradigm for Connecting Brands to People
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Emotional Branding: The New Paradigm for Connecting Brands to People
Download Ebook Emotional Branding: The New Paradigm for Connecting Brands to People
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Product details
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Audible Audiobook
Listening Length: 12 hours and 42 minutes
Program Type: Audiobook
Version: Unabridged
Publisher: Audible Studios
Audible.com Release Date: February 28, 2013
Language: English, English
ASIN: B00BMD6C60
Amazon Best Sellers Rank:
Emotional Branding by Marc Gobe is timeless in how he takes a deeper look into cultural aspects of buying habits. It's interesting to read the book in 2014 as many of the statistics and predictions were based on 2000 and before. We are actually seeing many of Gobe's insights happening now. But what remains timeless is human behavior.The main thing that Gobe brings to light is how marketers must appeal to the emotional sense of the culture they are trying to capture. They must know their beliefs, their superstitions, and what makes them connect to a "brand". The book let's us in on the secrets behind many brands that have embraced the "emotional branding" concepts and aimed marketing efforts to capture a certain market segment. Gobe gives many examples to demonstrate the process of building a powerful and successful international brand that can sustain its magical hold on its customers.This book is a must read for all marketing managers and companies in todays online marketing environment. Successful companies use the internet to build relationships and communities. Understanding the emotional aspects of branding is a big plus in creating campaigns with a sense of purpose that gets results.Gobe shares his process of brand identities for "eCommerce", which he said should be multidimensional, multisensorial and engage consumers in an emotionally compelling brand story. He talks about the communicaiton opportunities available on websites that traditional businesses are not able to do. Wouldn't he be surprised today to see how online marketing has taken over most "traditional" businesses? Today, most companies have an online presence and online marketing processes have become very sophisticated. However, we can still use Gobe's intelligence for creating emotional content and concepts to capture the "hearts" of consumers.I love Gobe's foresight on how branding is about cultural relevance and emotional connection... NOT HYPE. Today, brands can not get away with hype. Companies must create relationships with their customers or the customers move on somewhere they feel understood.In conclusion, Marc says... (and I quote because I couldn't say it better) "Branding is a people to people business, not a factory to people business. A brand needs to have human qualities and emotional values - it needs to have a personality, experessing corporate culture through imagery that engages people."He leaves us with 3 last thoughts:1. Brands have lifecycles - depending on it's relevance at a given time.2. Brands are elected every day - the biggest enemy of brand is overexposure.3. Real brands are about meaning and truth - they can have a credible connection with customers that's sincere and felt.I highly recommend this book for anyone who is serious marketing and branding. And I even recommend it for those who are just starting out, as it can give you a head start in understanding how to create marketing campaigns that connect to your "tribe"... your true customers and what really matters to them.
As a personal branding coach, I have read many books andpublications 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 personalbranding 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 MarketingMiracles" I used these strategies for myself, the book, andmy clients.Tracy RepchukPersonal Brand Coach[...]31 Days to Millionaire Marketing Miracles
The book Emotional Branding by Marc GobeFrom the little I had read before purchasing this book; it seemed like it would be of great help to me? So far it's ok. When my enthusediminish upon reading the first 25 pages; I generally put the book down and will try again after reading another book that's more exciting! I will try to get back into it later or just by a book on Branding leaving the emotional out of the title.
I struggle to find marketing books, especially ones focused on new media, that are not 90% fluff, and 10% original, realistic and practical ideas [please contact me if you have recommendations]. This book is better than most, but I think some of the reviews were a bit too positive. I would recommend it if you are interested in a more modern, progressive form of brand management, but this is not the be-all-end-all of modern branding books. Like most books in this genre, it could be half as short and not lose a single realstic idea but still, it's worth reading for those who work in/enjoy this genre.
Excelente libro, logra balancear el mapa conceptual con ejemplos reales útiles para todo marketero
RECOMMENDED BOOK!
One of the best books I've read on marketing and branding.
Good insight from Marc. I think if a brand wants to succeed, it should learn to connect emotionally with its customers.
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