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Reviews
"This refreshing new concept of Emotional Branding from Marc Gobé is a must read by all global managers. Gobé recognizes that it is not distribution that creates a global brand, but connecting with a universal emotional need. Without this connection, a brand can't become global, even on the worldwide Web. This is the most useful book on branding I have ever read."
—Joseph Plummer, Executive Vice President, Director of Brand Strategies on Global Accounts, McCann Erickson Worldwide
"Create surprise, passion, and excitement, a sense of community between a company and its customers—its promoted stakeholders. Build a sense of purpose which both can be proud of. This is what emotional branding is all about!"
—Patrick Gournay, CEO, The Body Shop International
"Marc clearly understands that a brand represents a promise to a customer that must be kept faithfully. Discordant images and communications, as in the Benetton situation, undermine a brand's credibility. Marc explores these ideas brilliantly."
—Arthur C. Martinez, Chairman & CEO, Sears Roebuck & Co.
"Marc Gobé has a rare understanding of the complex and magical process through which a highly successful international brand with the power to inspire is built and sustained. Emotional Branding is a very significant book—revolutionary and absolutely vital to anyone who wishes to play an important role in business today. . . .Gobé's unique, passionate vision teaches how to transcend the confines of ordinary thinking to reach realms of innovation and heightened emotion—that world of "intangibles" where brands can really connect with people on a deeper level."
—Philip Shearer, President of the Perfume and Beauty Divison, L'Oreal
"The transformation of brands from product-based propositions to emotionally driven ones is happening at lightning speed. Marc's perception of this change is incredibly accurate, eye-opening, and required me to change my underwear."
—Nick Graham, Chief Underpants Officer, Joe Boxer
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