Emotional Branding by Marc Gobe is timeless in how he takes a deeper look into cultural aspects of buying habits. It's interesting to read the book in 2014 as many of the statistics and predictions were based on 2000 and before. We are actually seeing many of Gobe's insights happening now. But what remains timeless is human behavior.
The main thing that Gobe brings to light is how marketers must appeal to the emotional sense of the culture they are trying to capture. They must know their beliefs, their superstitions, and what makes them connect to a "brand". The book let's us in on the secrets behind many brands that have embraced the "emotional branding" concepts and aimed marketing efforts to capture a certain market segment. Gobe gives many examples to demonstrate the process of building a powerful and successful international brand that can sustain its magical hold on its customers.
This book is a must read for all marketing managers and companies in todays online marketing environment. Successful companies use the internet to build relationships and communities. Understanding the emotional aspects of branding is a big plus in creating campaigns with a sense of purpose that gets results.
Gobe shares his process of brand identities for "eCommerce", which he said should be multidimensional, multisensorial and engage consumers in an emotionally compelling brand story. He talks about the communicaiton opportunities available on websites that traditional businesses are not able to do. Wouldn't he be surprised today to see how online marketing has taken over most "traditional" businesses? Today, most companies have an online presence and online marketing processes have become very sophisticated. However, we can still use Gobe's intelligence for creating emotional content and concepts to capture the "hearts" of consumers.
I love Gobe's foresight on how branding is about cultural relevance and emotional connection... NOT HYPE. Today, brands can not get away with hype. Companies must create relationships with their customers or the customers move on somewhere they feel understood.
In conclusion, Marc says... (and I quote because I couldn't say it better) "Branding is a people to people business, not a factory to people business. A brand needs to have human qualities and emotional values - it needs to have a personality, experessing corporate culture through imagery that engages people."
He leaves us with 3 last thoughts:
1. Brands have lifecycles - depending on it's relevance at a given time.
2. Brands are elected every day - the biggest enemy of brand is overexposure.
3. Real brands are about meaning and truth - they can have a credible connection with customers that's sincere and felt.
I highly recommend this book for anyone who is serious marketing and branding. And I even recommend it for those who are just starting out, as it can give you a head start in understanding how to create marketing campaigns that connect to your "tribe"... your true customers and what really matters to them.
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Reviewed in the United States on October 23, 2014
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Top reviews from other countries
Rafael Juan Arroyo Mir
El libro no lo he leído, pero el estado físico del mismo es lamentable
Reviewed in Spain on September 15, 2020
Rafael Juan Arroyo Mir
Reviewed in Spain on September 15, 2020
No creo que lo devuelva porque llevo esperando tiempo esperándolo, y además es tirar papel a lo tonto. Pero empiezan a repetirse los errores / defectos en la entrega, cosa que no había ocurrido hasta ahora.
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Bhumika Vijay Kherde
Widens understanding of the entire concept about human emotions
Reviewed in India on October 14, 2019Amazon Customer
The message arrived at the perfect moment in my business growth and development
Reviewed in Canada on December 4, 2016Deepak Saha
Must a read for Branding knowledge
Reviewed in India on August 14, 2021