Emotional Branding

By Marc Gobé

This book is more like a textbook. It comes from a person who has been working in Branding business for years and has observed the changes in the industry. He is in the emotional aspect of the product. How a brand engages consumers on the level of the emotions. He explains that branding is about mind and emotion share not market share.  He explains the “10 Commandments of Branding” (everyone in business needs to read this).

The book is divided into sections which cover the four pillars for Emotional Branding: relationship,  sense experiences, imagination and vision. He covers the customers up to Y generation. If you are going after Teens and Tweens, then you won’t find much on that in this section. He devotes time to the different races, gay and lesbian consumers as well as the women’s market.   He covers how to use shape, touch and sound in your store.  Emotions sway everyone’s buying power, so why not put it to use for your business? He discusses packaging and ends the book with some great ideas on what to do with your website.

You won’t fly through this book; however, you will have specific ideas on how to improve your customer’s experience. And if you are smart, you will execute them. (more…)

his article is for those who are interested in branding and are unfamiliar with the laws of branding. Branding your business is not difficulty does take some thought and the creation of a branding plan. By creating your brand purposefully, you will get the most out of it. This will create more sales and make marketing dollars work harder.

There are laws to marketing. Most small business owners are only looking at a logo. They do not take into consideration all the laws and everything they could do to create a strong brand. Out of all the things a business owner has to do, branding is one of the most simple things to do. The Law of extension says it may be a mistake to add your product name to all kinds of products. Many mistake extension for borrowing credibility from another product and placing it on a new product. It works well for people. Not so great for products and services. It only confused the general public. They simply are not paying close enough attention to be able to distinguish exactly what is going on with your products.

The original product suffers from brand dilution.
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Watch CBS Videos Online Check out this clip from a morning talk show, the host swings in towards the lady who got her teeth fixed at Columbia and the woman tried to lean back. Everyone has their own personal space and being a talk show host does not mean you can get nose to nose with people and not make them uncomfortable