Emotional Branding The New Paradigm for Connecting Brands to People

ISBN-10: 1581150784

ISBN-13: 9781581150780

Edition: 2001

Authors: Marc Gob�
List price: $24.95 Buy it from $2.99
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Book details

List price: $24.95
Copyright year: 2001
Publisher: Skyhorse Publishing Company, Incorporated
Publication date: 1/1/2001
Binding: Hardcover
Pages: 352
Size: 6.25" wide x 9.50" long x 1.00" tall
Weight: 1.386
Language: English

Foreword
Preface
Acknowledgments
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
Conclusion
Index
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