Emotional Branding The New Paradigm for Connecting Brands to People

Name: Emotional Branding The New Paradigm for Connecting Brands to People
Price: 2.97 USD
Availability: InStock
ISBN: 9781581150780

ISBN-10: 1581150784

ISBN-13: 9781581150780

Edition: 2001

Authors: Marc Gobï¿½

List price: $24.95

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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