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Emotional Branding, Revised Edition: The New Paradigm For Connecting Brands To People (2001)

by Marc Gobe(Favorite Author)

3.72 of 5 Votes: 2

ISBN

1581157371 (ISBN13: 9781581157376)

languge

English

genre

Nonfiction

publisher

Allworth Press

review 1: Una parada obligatoria para cualquier persona en el mundo del desarrollo de marca y mercadeo en general. Una visión clara y llena de ejemplos de la forma en que las grandes marcas parten de elementos emocionales para construir la relación con sus clientes, desde su imagen corporativa, diseño de sus tiendas y empaques, hasta sus relaciones públicas, estrategias de venta y políticas de comunicación. Con una prosa clara, Gobé muestra cómo el mercado actual está virando de la razón a la emoción, del producto a la experiencia, de la necesidad al deseo, y cómo las estrategias de marca deben adaptarse y aprovechar las nuevas tecnologías para hacerlo.
review 2: There was a time that if you had a product, someone would buy it. You didn’t have to worry abo... moreut reaching your target audience, how the packaging would make people feel, or how the product would make the consumer’s life better. People were eager for new products so if you had something to sell people would line up to try almost anything. Today, we have choices. So many choices. If you go to your local Wal-Mart looking for a toaster, you’ll find dozens of different types. Each has a variety of different features that make each product unique. Trying to figure out which is right for you, depends upon your toasting needs. The same goes for any product or service that you sell. In order to get consumers to choose your company when they go looking to buy, you have to serve their needs. To do so, you have to know your target audience and have a firm understanding about what they want. Emotional Branding explores the buying patterns, needs, and belief systems of a variety of different demographics: the boomers through to the millennials, various minority populations, women, and the gay community. The book looks at how color, packaging, sound, scent, etc can be used to produce certain feelings. Put together properly, this information can help craft products and their associated advertising campaigns to suit the appropriate target audience. less

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