Book Description
Emotional Branding Bonds Brands With Today's Savvy Consumers
A visionary approach to building powerful brand loyalty, this groundbreaking book shows marketers of any product or service how to engage today's increasingly cynical consumers on deeper emotional levels. Case histories from the author's high-profile client list analyze demographic and behavioral shifts in populations and retail distribution channels, then show how all five senses can be used as powerful marketing tools to respond to those trends. Chapters detail how to develop strong brand personalities, customize brand presence to different consumer groups, use brand strategies in packaging and display, and facilitate breakthrough strategies for the Web. Chapters detail how to:
* develop unforgettable brand personalities
* customize brand presence to different consumer segments
* incorporate brand strategies into product and retail architecture design
* facilitate interactive access to your products through the Internet.
Emotional Branding breaks new ground in proposing innovative ways to create powerful and effective branding programs for meeting the challenges and opportunities of the new emotion-based economy.
Customer Reviews:
Great resource for personal branding.......2007-06-08
As a personal branding coach, I have read many books and
publications watching for trends, and changes in the industry
to ensure my clients are maximizing technologies.
This was a great book that I could apply to my personal
branding methods, because Marc refers to emotional branding
which has very real connections with what you do in personal
branding, by attaching the product to the person, and using
emotional advertising you create loyalty, connection and
a more powerful message.
This was a great read, and I enjoyed his extensive knowledge
of the advertising industry and package strategies which
can still be applied to a person and product in a similar
fashion.
I would recommend this for some fantastic history of the
industry and development of emotional branding, and for me I
further applied it for my personal branding clients to create
very successful campaigns.
As the bestselling author of "31 Days to Millionaire Marketing
Miracles" I used these strategies for myself, the book, and
my clients.
Tracy Repchuk
Personal Brand Coach
http://www.personalbrandempire.com
31 Days to Millionaire Marketing Miracles
True but not that insightful.......2005-05-19
You'd think that a book about emotional branding with a forward by Sergio Zyman would have something interesting to say. Unfortunately, this book make a number of good points but it's not all that interesting. Many of the points should be fairly intuitive and obvious for marketing people who have a clue. Some points made are interesting refreshers, like the importance and potential impact of invoking multiple senses in the consumption and purchase experience. Unfortunately many of the chapters are not newsworthy and can be summarized by their lame titles, such as "Women: The New "Shoppers in Chief" and "Gay and Lesbian Consumers: Sincerity is the Best Policy!"
The book mostly gives examples of brands that have done X or Y really well without leaving the average reader or business person with any concept about how the point is relevant in a gernalizeable sense.
Final gripe is that the book reads a little bit like an advertisement for the author's firm.
People Branding : Thats new !!.......2005-04-14
Absolutely fantastic book. Covers all the major concepts of emotional branding, including self concept and actualisation. I reccommend for anyone interested in this new and exciting concept.
excellent book .......2005-02-25
Emotional Branding is a must, it is complete, well written and full of inspiring examples
The decalogue alone is worth the purchase
1) from consumers to people
2) from product to experience
3) from honesty to trust
4) from quality to preference
5) from notoriety to aspiration
6) from identity to personality
7) from function to feel
8) from ubiquity to presence
9) from communication to dialogue
10)from service to relationship
If brand managers understand truly and fully Gobe's ten commandments they will add value to the most valuable asset
they have, the brand
Self-Inflated Gibberish.......2004-11-12
This book has all the appeal of an IKEA coffee table: it looks great on the outside, but when you get down to it, it's nothing but cheap filler.
The concepts are tired (this is mere repackaging of 1987 material by a designer/design firm who is trying to drum up business). The writing is self-aggrandizing. This book could have been written in less than a three-page memo.
If you still speak with an arrogant dot.com era vernacular; if you enjoy using mantras like "recontextualizing the brand"; or if you enjoy hearing yourself breath, then you will thoroughly enjoy this book.
In the end, this book says a lot without saying anything at all. Buy something by Aaker (though he is a bit dated) instead.
Book Description
Internationally Acclaimed Branding Guru Challenges Corporations: "It's Time to Act as Good Citizens"
What have today's brands in common with politicians? - They need to take an active, positive role in people's lives in order to be elected —locally and globally, says Marc Gobé, the founder of the widely successful Emotional Branding concept. Today's all-powerful, post-hedonistic consumers expect a deepening level of emotional commitment and social responsibility from the brands that they choose. In CITIZEN BRAND, an evolvement of his revolutionary EMOTIONAL BRANDING concept, the internationally acclaimed branding guru tells corporations how to become the socially relevant, caring community members that are elected in today's consumer democracy.
Three quarters of consumers would vote for corporate community involvement and ethical business practices, say recent polls. Yet while "cause marketing" programs abound, few corporations truly understand the emotional power of the "Citizen Brand" approach, argues Marc Gobé. Using brands like Starbucks and The Bodyshop and Home Depot as examples, CITIZEN BRAND reveals how companies can create strong and deep partnerships with people in America and across the globe by enriching their lives in creative and truly relevant ways.
The bursting dot.com bubble, anti-globalization protests in Seattle and Genoa, an economic slowdown, and the September 11 tragedy. . .the events of the past three years have changed dramatically what consumers expect from today's brands: they seek emotional support and orientation an increasingly complex, strenuous reality. Getting this right requires an intimate understanding of one's customers and their deepest values, says Marc Gobé. CITIZEN BRAND reveals how smart companies have responded to this reality check by treating their customers--and employees—with a new humanistic, emotional sensitivity. Nucor has made it a point to not lay off any of its people in the face of recession; other companies have followed the example of The Bodyshop by establishing community programs for customers and employees; Coca-Cola is using its trucks in Africa to bring medication and education to local customers.
As Gobé underlines, CITIZEN BRAND is not a comprehensive form of philantrophy or a new business strategy, but an inevitable consequence of global change: ". . .in a global world influenced more and more by local politics, religious upheaval, and social awareness, the role of businesses will change in a dramatic way. The need to reassess one's corporate responsibility is critical in a changed world."
Customer Reviews:
"Interesting" but not "good"........2004-05-20
I found this book less brilliant than his previous title ¡§Emotional branding¡¨. Gobe is simply repeating himself in a loosely knit 10-chapters format. There are many interesting case studies, but the author does not focus them tight enough to make those examples relevant to the chapter title. For instance in chapter 2 he talks about trust and cause marketing, but he cannot solidly tie the two together; as trust does not always equal well-carried cause marketing campaigns, what IS trust in terms of branding? What are the mechanisms of ¡§trust¡¨? I think he should give us a global definition before diving into the subject.
There are numerous examples of such poorly related text in the book, I would advise you to read his first book ¡§Emotional branding¡¨ and skip this one.
Shifting into the future, the right way!.......2003-05-04
A book, a philosophy, a plan for the future - and one after my own heart...
In an age where many business fear for the future, claiming that customers are jaded, and even anti-business, Gobé presents the situation in more than a constructive manner, he gives a hopeful one.
Rather than throwing his hands up to the sky, pointing to groups that plan 'Don't Buy Anything' days as the end of it all, he shows us that commerce is not over, it is evolving.
More than heart-warming, I think he is right. (He sure has described me as a consumer!) And I know I want to run my business by these ethics, goals & philosophies.
However, his message is more than an uplifting moment, or one of personal identification for me - he gives concrete examples of how businesses can connect with today's customers.
If you can invest in only one branding book this year, this is the one to get.
A definite winner!.......2002-11-05
A fantastic and very useful book--a must read for any marketing professional today. This book is about far more than how to build effective "cause marketing" campaigns. It is nothing short of a revolutionary/revelatory new approach to business in our difficult era!
Gobe is a branding visionary with a very insightful and inspiring approach to building strong brands. While I enjoyed and appreciated his last book, Emotional Branding, I am even more impressed with this one. He proposes here a whole new shift in thinking that is of course-- in a post-Enron, et al.. world-- very a propos today.
He argues that a holistic, consumer-centric and ethics grounded approach to both business and marketing strategies is not only "good" but also good business--it's the new expectation (and biggest opportunity as many will fail to recognize the changed landscape...). This is something I have believed strongly and observed in action for many years as a marketing executive for a global corporation with major consumer brands and it's rewarding to see these ideas put forth in such a fresh and engaging manner.
But besides giving us a provocative new way of looking at marketing strategies from a big picture perspective, the book also has a lot of value from a very practical, hands on point of view. It is full of useful information, such as highly original insight into the latest consumer trends and demographics research, lots of well thought out and unsually interesting case studes and examples of what the most innovative branding professionals are doing. Most of all, the book gives marketers a practical detailed process for how a brand can become a "Citizen Brand" for consumers today and continues the theme of his last book giving insight on how marketers can touch consumers on an emotional level that will inspire that rarity of all rarities--brand loyalty!
Book Description
Very few books deal with the unconscious mind--the right side of the brain--and how advertising affects and directs it. This one does exactly that. Psychologist Maddock and his co-author Fulton give the readers a clear understanding of how the mind works, based on up-to-date research, and a new way to understand human motivation and behavior. Drawing unqiuely from medicine, clinical psychology, and the practice of marketing, they combine insights and principles that will provide advertisers with almost a blueprint for executing creative strategies and developing marketing plans with a better chance of success. In so doing the authors make clear that "marketing to the mind" is a diagnostic technique, a way to quickly and inexpensively analyze consumer resistance. With concepts, theories, and research clearly laid out, the authors show how the technique can be applied to a variety of products and services. A practical and engrossing book for the advertising and marketing community, and for teachers, consultants, and students too. Maddock and Fulton introduce a third dimension to marketing and a completely new marketing theory based totally upon unconscious motivation. Most marketing theory deals with conscious, rational motivators while the unconscious motivators are overlooked or ignored. Marketers often complain that they cannot get beyond consumers' rationalizations. The authors correct this by looking at the right side of the brain--the side of the brain that, according to latest empirical research, has been shown to be heavily involved in the mediation of emotion. Marketing to the Mind introduces a new hierarchy of consumer motives, then shows how they tie into product benefits, how they cause consumers to act, and then how marketers can address them. They validate their approach to the unconscious by offering a unique "right brain" market research technique, and show how it is applied to various consumer activities, such as casinos, food service, cosmetics, fashions, health care--and even to the question: Why do people still visit Elvis and Graceland? (That chapter alone will provide marketers with unusually useful information). Clearly written, authoritative, and simply fascinating reading, Marketing to the Mind will prove to be of special value to all those involved in the creation, development, and selling of goods and services.
Customer Reviews:
Brilliant.......2000-05-26
Marketing to the Mind wonderfully combines marketing/advertising with science to give the reader tangible information to support the book's claims. A staple of any ad/marketing desk.
Book Description
This revision of a classic book retains the market segmentation approach that has set the standard for consumer behavior study through 6 editions. Emphasizes the role of technology: the impact of technology on consumers and how they make their buying decisions is integrated throughout the text. For anyone interested in Consumer Behavior.
Customer Reviews:
Excellent standard textbook.......2000-10-10
I have used this textbook for 5 years for my marketing diploma students. The book has proved itself in South Africa and used by hundreds of students with success. My only wish is that the authors change the attiutude measurement section and add clearer examples.
Fickleness of Consumer Behavior Defined and Described.......2000-04-16
The textbook used in my Graduate Diploma in Marketing course, it gave me great insights in the fields of Consumer Behavior. I especially enjoyed the many interesting ads used throughout the text to illustrate certain learning points. Very readable.
Average customer rating:
- Very helpful hands-on advice for marketers
- Very helpful hands-on advice for marketers
- Very helpful hands-on advice for marketers
- Very helpful hands-on advice for marketers
- Great bok on Developing a product, practical market research
|
Marketing Straight to the Heart
Barry Feig
Manufacturer: AMACOM/American Management Association
ProductGroup: Book
Binding: Hardcover
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The Marketing Power of Emotion
ASIN: 0814403557 |
Book Description
All marketers strive to achieve a healthy share-of-market for their products. But really smart marketers know how to achieve "share-of-heart" for lasting customer loyalty.
In this intriguing book, readers learn how to build "emotion" into every phase of the marketing plan -- from product development to positioning to packaging to advertising.
A product with emotion says to the customer: "I know who you are. I know what you want." These heart-tug products appeal to consumers' self-image, ego, and their desire to feel special. (And where the heart leads, the mind follows.)
Chock full of real-world stories, the book shows how to:
** use proven "hot buttons" that work for most products
** develop a product so you know (in advance) that it has a market
** revive a stagnating brand by "rekindling fires"
Customer Reviews:
Very helpful hands-on advice for marketers.......2001-04-01
Barry Feig book seems to be very helful for market researchers, advertising professionals and marketers who try to succeed with new products. He gives hands-on advice how to find meaningful positionings, explains how to market research them and shares many of his invaluable innsights with the reader. One basic tenet of his book seems to adress the marketers of products: Either you offer something meaningful to the buying public or you rather don't offer it at all. One of the future big trends in marketing might be to avoid wasteful marketing initiatives. Barry Feig's book will be required reading for all those marketers who will try to follow this future trend.
Very helpful hands-on advice for marketers.......2001-04-01
Barry Feig book seems to be very helful for market researchers, advertising professionals and marketers who try to succeed with new products. He gives hands-on advice how to find meaningful positionings, explains how to market research them and shares many of his invaluable innsights with the reader. One basic tenet of his book seems to adress the marketers of products: Either you offer something meaningful to the buying public or you rather don't offer it at all. One of the future big trends in marketing might be to avoid wasteful marketing initiatives. Barry Feig's book will be required reading for all those marketers who will try to follow this future trend.
Very helpful hands-on advice for marketers.......2001-04-01
Barry Feig book seems to be very helful for market researchers, advertising professionals and marketers who try to succeed with new products. He gives hands-on advice how to find meaningful positionings, explains how to market research them and shares many of his invaluable innsights with the reader. One basic tenet of his book seems to adress the marketers of products: Either you offer something meaningful to the buying public or you rather don't offer it at all. One of the future big trends in marketing might be to avoid wasteful marketing initiatives. Barry Feig's book will be required reading for all those marketers who will try to follow this future trend.
Very helpful hands-on advice for marketers.......2001-04-01
Barry Feig book seems to be very helful for market researchers, advertising professionals and marketers who try to succeed with new products. He gives hands-on advice how to find meaningful positionings, explains how to market research them and shares many of his invaluable innsights with the reader. One basic tenet of his book seems to adress the marketers of products: Either you offer something meaningful to the buying public or you rather don't offer it at all. One of the future big trends in marketing might be to avoid wasteful marketing initiatives. Barry Feig's book will be required reading for all those marketers who will try to follow this future trend.
Great bok on Developing a product, practical market research.......2001-03-16
This is a great book on marketing. The author has helped develop many products primarily for the food trade. This book is a major rewrite to his "The New Products Workshop: Hands-On Tools for Developing Winners." Both books are great. If you can't get both, then get this newer one.
This book is important because it details Barry Feig's proprietary product development process. As a consultant he goes in to large food companies and helps them develop ideas and marketing programs for new products. There are very few books on this topic.
I highly recommend this book. The only downside to this book is that it could stand a little more organiziing of the topics. Overall though, this is a book that you should buy if you are at all interested in how to develop new products and how to test them with the marketplace.
Perhaps the most unique thing is how he recomends that you meet one on one with the customer in developing your product proto-types. He tells you exactly what to show the prospective customers and what to ask them.
Peppered throughout the book are stories about new product developement that he has experienced.
Great book.
Average customer rating:
- Masterpiece of Motivational Research
|
The Strategy of Desire (Classics in Communication and Mass Culture Series)
Ernest Dichter
Manufacturer: Transaction Publishers
ProductGroup: Book
Binding: Paperback
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The Psychology Of Everyday Living
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Motivating Human Behaviour
ASIN: 0765808943 |
Customer Reviews:
Masterpiece of Motivational Research.......2006-08-30
This is the centerpiece of MR, Dichter's method of discovering the motivations behind consumer behavior. A protege of Stekel, and therefore an indirect descendent of Freud, Dichter was another Austrian emigre who polished American consumerism with continental sophistication in the years following WWII.
The Strategy of Desire explores the anatomy and etiology of motivation as a whole, with interesting sub-studies on specific commercial issues. With the revival of MR under the guise of deep qual and "neuromarketing" and the meteoric careers of Rapaille and Zaltman, it is astonishing that so much of what Dichter explored as early as the late-1930s has come back into vogue.
That said, there is a good deal here that renders large chunks of his argument locked in the 1950s of Ike's baggily pleated golf trousers and soaring silliness of sweeping tailfins. Speaking of tailfins, don't deny yourself the pleasure of reading Dichter's 1939 Plymouth study; it appears as an appendix. There may be portions of the picture that have been brought into closer focus, but it was he who painted the landscape.
My professional interest in this material -- as principal and founder of Applied Iconology, Inc. -- lies in how one uses knowledge of emotional drivers to effect more pwerful brand, package and advertising design. Dichter was one of the very first to suggest the lineaments of a neuroscientifically-inspired design imagery. Depsite the enormous strides in research technologies and methodologies in the last decade alone, Ernest Dichter still has a good deal to teach us about a commonsensical approach to crafting meaningful, emotionally resonant messages for consumers!
Average customer rating:
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Comportement de l'acheteur (Administration des entreprises)
Bernard Pras
Manufacturer: Sirey
ProductGroup: Book
Binding: Unknown Binding
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ASIN: 2248000766 |
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The inner editor: The offense and defense of communication
Joseph Stephan Jellinek
Manufacturer: Stein and Day
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ASIN: 0812822706 |
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- An intellectual breakhrough for dealing with today's world
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Market Power and Business Strategy: In Search of the Unified Organization
David Joseph Morris
Manufacturer: Quorum Books
ProductGroup: Book
Binding: Hardcover
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ASIN: 1567200451 |
Book Description
Dr. Morris argues that through its Western mode of thought, a philosophy of separation, the U.S. is losing its edge in worldwide business competition. "Separating" is "pluralistic," says Morris, while the Eastern mode of thought is "unitary"--it seeks to combine. Morris maintains that in business, the Eastern way of thinking is winning. He thus calls for U.S. corporations to combine their various "functions" and simplify them, to develop what he terms a "common operating system" that can successfully achieve "market power," a way to block existing and potential competitors from access to targeted markets. It means adopting what for U.S. business is an entirely new way of thinking, and out of this develop a new approach to business strategy formulation. How this can be done, how the various "functions" of the organization can be linked into a non-linear, unitary structure, and why this must be done, is Dr. Morris's theme. A unique, innovative, ultimately pragmatic discussion for corporate executives throughout the organization, and new food for thought throughout academia. Market Power and Business Strategy consists of seven modules, not chapters. Chapters, says Morris, imply a linear approach to learning and strategy. His book calls for a circular approach. Readers can begin the book anywhere, and will find after finishing it that the effect on their understanding is cumulative. Not only will they get a new way of considering individual functions within the organization, but they will also be struck by how these functions can be combined. The key is in the operating system. It's common to all functions, but because of the way Western thought has developed, the commonality has become hidden. Morris uncovers it by examining in detail the two ways of thinking, Western and Eastern, pluralistic and unitary, and compares them in the contexts of marketing, human resource, finance, and other "resources" that exist within organizations. In doing so, he focuses sharply on marketing, in the belief that marketing strategy cannot be formulated in a vacuum. It must be derived from all intra-organizational disciplines, just as they must build their own strategies with markets and marketing uppermost in mind. With examples from everyday business situations and a wrap-up module that proves his thinking is by no means Utopian, Morris will challenge many strongly held beliefs, to which he would respond: that's the best way to learn.
Customer Reviews:
An intellectual breakhrough for dealing with today's world.......1997-07-14
In a world of recurring change, Morris's "Market Power and Business Strategy" comes as an intellectual breakthrough that proposes unconventional ways of dealing with the new realities. By contrasting Eastern and Western philosophies, the author offers to both the West and developping countries an opportunity to rejuvinate thought and action in practically all walks of life. A "must read book" for everyone interested in change, economic development, and the 21st. century.
Mohamed Achahboun
MS. Horticulture, MBA, PhD. Student (Political thought)
Average customer rating:
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Motivation Research in Advertising and Marketing
George Horsley Smith
Manufacturer: Greenwood Press Reprint
ProductGroup: Book
Binding: Hardcover
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ASIN: 0837140234 |
Books:
- Exceptional Customer Service: Going Beyond Your Good Service to Exceed the Customer's Expectation
- Financial Peace: Restoring Financial Hope to You and Your Family
- Firebrands: Building Brand Loyalty in the Internet Age
- Five Star Service, One Star Budget: How to Create Magic Moments for Your Customers That Get You Noticed, Remembered and Referred
- Food and Beverage Cost Control
- How to License Your Million Dollar Idea: Everything You Need To Know To Turn a Simple Idea into a Million Dollar Payday, 2nd Edition
- How to Sell Anything on eBay . . . and Make a Fortune!
- How to Write Successful Fundraising Letters
- Hypnotic Writing: How to Seduce and Persuade Customers with Only Your Words
- Hypnotic Writing: How to Seduce and Persuade Customers with Only Your Words
Books Index
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