Emotional Branding: The New Paradigm for Connecting Brands to People

Proclaiming that business success in the 21st century depends on ""how a brand comes to life for people and forges a deeper, lasting connection,"" designer and branding consultant Gobé (BrandJam) presents a thorough update to his 2001 guide to engaging with consumers ""on the level of the senses and emotions."" Among other techniques, Gobé prescribes a divide-and-conquer approach to demographic appeal: African-Americans respond to respect and personal contact; Women, the ""new Shoppers in Chief,"" require ""products, ads, and businesses that are without comparisons to a man's world""; Generations X and Y answer appeals to individuality and authenticity, respectively. He also emphasizes simple but easy-to-overlook strategies for enticing the five senses: Apple's use of color was one of the principal reasons for the brand-rehabilitating success of its original iMac; Acoustiguides, the headsets used by museums to guide visitors through exhibits, could be the next hot megastore shopping aid. At times, Gobé's enthusiasm for shopping (he considers it an art, and looks forward to the integration of theme parks and shopping malls) seems a bit over the top, but his passion should prove highly useful to marketers looking for smart and imaginative ways to bond with consumers.