What Is Emotional Branding?

The emotional brand is a book published by Hainan Publishing House.

Emotional brand

Author: [US]

Mark Gobbe is the president, COO and executive creative director of d / g * international (d / g * worldwide), one of the world's top ten brand image creative companies. d / g * International is renowned in the industry for its awards for brand identity, products, packaging, retail and website design. Over the past 25 years, he has created orders for clients such as Coca-Cola, IBM, Victoria's Secret, Ann Taylor, Sears, Gottiva, Sax, Reebok, Versace, Lancome, Starbucks and Gillette Exciting, brand-design strategy with strong emotional drive. As a member of the board of directors of the Institute of Brand Design, he has taught in the prestigious Icole Design Industry Super Forum in Paris and regularly teaches at Columbia University. In addition, he often appears in the Institute of Marketing and Design around the world. On the pulpit.

Today, I feel that the method of emotional branding is the key to setting the line between success and mediocrity in the market. However, only a few companies understand this art and can use wisdom and keen insight to use the real power behind hidden human emotions to approach customers, attract customers, and communicate and communicate with customers. Emotional brand, a brand-new brand design model, has created a new layer of credibility and personality for a brand by establishing a comprehensive and private seamless contact with people. Emotional brands are built on a unique belief that is deeply rooted in the hearts of the people. It is this belief that makes demand-based purchases sublime to the desired level. Commitment and recognition of a product or an institution, proud to receive a wonderful gift from a brand we love, or a moving person who knows our name or unexpectedly handed us a cup of coffee In the environment, the positive shopping experience we have experienced-these feelings are the core of emotional brands.

Create surprise, ecstasy, and excitement between the company and its customers, and create a sense of communication. Establish a sense of purpose that both parties recognize and take pride in. This is the whole meaning of emotional brand! "Emotional Brand" is a very eye-catching work-full of innovative spirit, which is absolutely important for anyone who wants to play an important role in today's business world.

Foreword

Emotional Branding: The Motivation for Success in the 21st Century

The first part of the relationship-customers, customers, customers!

Introduction Now is the 21st century: do you know who your customers are?

Chapter 1 The Upheaval of an Era: Aiming for New Emotional Standards

Chapter 2 Conflict in the Century: America is a Melting Pot!

Chapter 3. Women: The "Housekeeper" in the New Era

Chapter 4 Sincerity is a Good Policy

Part Two Emotional Experience: Making the Brand Beyond the Soul

Sensory strategy

Chapter 5 The Sound of Beaming

Chapter 6 Hypnotic Colors / Charming Amulets

Chapter 7

Chapter 8

Chapter 9 The Tempting Fragrance

Conclusion to ease the feeling: please stay quiet!

The third part imagines that innovation is a brand's best friend!

Bold Imagination Out of the Circle

Chapter 10 New Emotional Design: Tools for Brand Power

Chapter 11 Emotional Logos: An Unforgettable Brand Personality

Chapter 12 Use Strong Feelings to Promote Retail: Tomorrow's Moving Stores

Chapter 13 Branding with Performance: A Novel Way

Chapter 14. Emotional Packaging: A Half-Second Commercial

Chapter 15 Emotional Advertising: Not Sensational Cause, but Sensational

Part 4 Foresight: Inspiration for Change: How to Get There From Here

E-Emotion

Chapter 16. Emotional Branding on the Web: The (Real) Future of Cyberspace

Chapter 17 d / g * Prescriptions for Emotional Brand Strategy

Chapter 18 New Trends in the New Millennium

in conclusion