Emotional Branding: How to Make Your Business Stand Out

Author: Mark Gobe, translated by Xiang Zhen
Publisher:
Publish Date: 2004-02-01
Features: In this book, the author discusses and analyzes demographic changes and the powerful, driving new cultures emerging in a reforming market. We will see the winners in today's "emotional economy," whose imagination makes our surroundings more pleasing, exciting, and satisfying. Later, the author reveals some of their cutting-edge research techniques and findings. To this day, I feel that the approach of emotional branding is the key to distinguishing success from mediocrity in the market. However, only a few companies understand this art and can leverage the true power behind hidden human emotions to connect with, attract, and communicate with customers. This new brand design model, emotional branding, covers a brand with a new hue of credibility and personality by establishing all-around, seamless, and intimate contact with people. Emotional branding is built on a unique belief that is deeply rooted. It is this belief that elevates demand-based purchasing to an ideal level. The commitment and identification with a product or an institution, the pride we feel when receiving a wonderful gift from a brand we love, or the positive shopping experience we encounter in a charming environment where someone knows our name or unexpectedly offers us a cup of coffee—these emotions are at the core of emotional branding.