Emotional Branding: The New Paradigm for Connecting Brands to People

Emotional Branding: The New Paradigm for Connecting Brands to People


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Emotional Branding: The New Paradigm for Connecting Brands to People by Marc Gobe, Sergio Zyman

This revolutionary business book that, ten years ago, clearly predicted the emergence of social media, consumer empowerment, and interaction around the cutting-edge concept of a consumer democracy has been fully revised and infused with new visionary thinking. In this updated edition, Marc Gobé covers how social media helped elect Barack Obama to the White House, how the idea behind Twitter is transforming our civilization, and why new generations are reinventing business, commerce, and management as we know it by leveraging the power of the Web.

The book includes chapter on:

Targeting Baby Boomers as well as the X,Y, and eXcel generations

Selling to gays and specific cultural groups

The expanding role of women as shoppers

The new role of advertising as people are moving from TV to laptops and cell phones

How Social media is impacting corporate cultures

Critics have hailed Emotional Branding as a breakthrough and a fresh approach to building brands. In this book, design is considered new media, the Web is a place where people will share information and communicate, and people are the most powerful element of any branding strategy.

Product Details

ISBN-13: 9781581150780
Publisher: Skyhorse Publishing
Publication date: 01/28/2001
Pages: 352
Product dimensions: 6.20(w) x 9.27(h) x 0.92(d)

About the Author

Marc Gobé is the founder, chairman, and CEO of Desgrippes Gobe, one of the world's top ten brand image creation firms. His previous books are Emotional Branding, reviewed and revered around the world, and Citizen Brand. Gobé, the winner of several international design awards, lives in New York City.

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