Emotional Branding, ISBN 978-1-58115-672-0

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Emotional Branding: The New Paradigm for Connecting Brands to People, Revised Edition

6 X 9, 360 pages; paperback

ISBN 978-1-58115-672-0
Publication Date: February 9, 2010

List Price: $19.95
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Product Code: 978-1-58115-672-0

Description

Table of Contents

by Marc Gob�

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 revised and infused with new visionary thinking. Marc Gob� covers how social media helped elect Barack Obama, 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.

This book includes chapters 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 fresh approach to building brands. In this book, design is considered new media, the Web is a place where people will share information, and people are the most powerful element of any strategy.

Reviews
"In his new book, Emotional Branding, Marc Gob� captures with great insight the importance of connecting brands with people online for a global outreach; he connects the dots between the old and the new media. A must read for any brand looking for new answers."--George Fertitta, Presient & CEO, NYC & Company

"Brands are not what you say--they're built on what you do ... Marc taps into the critical elements that make the difference in capturing an audience and sustaining a relationship to a brand. Emotional Branding presents the clear plan needed to make a brand a success in today's market."--Gary Knell, President & CEO, Sesame Workshop

"Marc is always a decade ahead of the curve in his vision of the brand and consumer connection. First, brand as "persona," emotionally connecting, and now holistically connecting brands and social communities on the Internet--the ultimate link. Brilliant!"--Robin Lewis, CEO, The Robin Report; author, The End of Retailing

"Marc Gob� is not only a successful writer and branding specialist, he has the curious mind and spirit that helps him explore new territories of knowledge in the branding field ... He ventures into the digital world and offers innovative solutions for what is seen as the biggest challenge ever for all marketers: How to make their brands in a consumer-driven economy where brand control is replaced by interaction. His book is an absolute must!"--Sergio Motta Mello, President, Grupo TV1, Brazil

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