Emotional Brand

Author: Marc Gobe
Publisher:
Publish Date: 2004-02-01
Features: Creating wonder, joy, and excitement between a company and its customers, fostering a sense of connection. Establishing a shared sense of purpose that both sides recognize and take pride in. This is the essence of an emotional brand! Emotional Brand is a highly notable work—innovative and absolutely essential for anyone who wishes to play a significant role in today's business world. To this day, I feel that the approach of an emotional brand is the key to distinguishing success from mediocrity in the market. However, only a few companies truly understand this art, able to leverage wisdom and keen insight to tap into the hidden power behind human emotions, thereby engaging, attracting, and communicating with customers. This new brand design model, through comprehensive and seamless contact with people, lends a new hue of credibility and personality to a brand. Emotional branding is built on a unique belief that resonates deeply. It is this belief that elevates need-based purchasing to a higher, ideal level. The commitment and identification with a product or institution, the pride felt when receiving a wonderful gift from a favorite brand, or the positive shopping experience—whether it's being addressed by name or unexpectedly offered a cup of coffee in a heartwarming setting—these emotions are at the core of emotional branding.