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Emotional branding : the new paradigm for connecting brands to people

Author: Marc Gobé
Publisher: New York : Allworth Press, ©2001.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
Offers an approach to building brand loyalty with the use of an interactive strategy, presenting case histories that demonstrate how the five human senses can be used as effective marketing tools to respond to trends.
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Document Type: Book
All Authors / Contributors: Marc Gobé
ISBN: 1581150784 9781581150780
OCLC Number: 45283211
Description: xxxii, 319 pages : illustrations ; 24 cm
Contents: Foreword / Sergio Zyman --
Introduction: Emotional Branding: Fuel for Success in the Twenty-first Century --
Relationship --
customer, customer, customer! --
Introduction: It's the Twenty-first Century: Do You Know Who Your Customers Are? --
A Generational Explosion: Targeting New Emotional Criteria --
Disconnection Alert: The U.S. Melting Pot Is Hot! --
Women: The New "Shoppers in Chief" --
Gay and Lesbian Consumers: Sincerity Is the Best Policy! --
Sensorial experiences --
the uncharted territory of branding --
Introduction: A Sense of Strategy --
Sounds That Transport --
Colors That Mesmerize/Symbols That Captivate --
Tastes That Tantalize --
Shapes That Touch --
Scents That Seduce --
Conclusion: Soothe the Senses: Some Peace, Please! --
Imagination --
innovation is a brand's best friend! --
Introduction: Thinking Out of the Box --
Sensory Design: The New Branding Power Tool --
Emotionally Charged Identities: Unforgettable Brand Personalities --
Retailing with a Passion: Sensational Stores of Tomorrow --
Brand Presence with Presence: A Fresh, New Approach --
Emotional Packaging: The Half-Second Commercial --
Emotional Advertising: Not Gratuitous, but Relevant Emotions --
Vision --
inspiration for change: how to get there from here --
Introduction: E-motions --
Branding Emotions on the Web: The (Real) Future of Cyberspace --
d/g*'s Recipes for Emotional Branding Strategies --
Key Trends for the New Millennium.
Responsibility: by Marc Gobé.
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Abstract:

Offers an approach to building brand loyalty with the use of an interactive strategy, presenting case histories that demonstrate how the five human senses can be used as effective marketing tools to respond to trends.

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