Emotional Branding: The New Paradigm for Connecting Brands to People

Build powerful brand loyalty with Marc Gobé’s visionary approach, detailed in his bestselling book, The New Paradigm for Connecting Brands to People. This groundbreaking publication shows marketers of any product or service how to engage 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, and then show how all five senses can be used as powerful marketing tools to respond to those trends.

Learn how to develop strong brand personalities, customize brand presence to different consumer groups, use brand strategies in packaging and display, and facilitate interactive access to products through the Internet.

Emotional Branding: The New Paradigm for Connecting Brands to People

"This refreshing new concept of Emotional Branding from Marc Gobé is a must read by all global managers. Gobé recognizes that it is not distribution that creates a global brand, but connecting with a universal emotional need. Without this connection, a brand can't become global, even on the worldwide Web. This is the most useful book on branding I have ever read."

Joseph Plummer, Executive Vice President, Director of Brand Strategies on Global Accounts, McCann Erickson Worldwide.

"Marc Gobé has a rare understanding of the complex and magical process through which a highly successful international brand with the power to inspire is built and sustained. Emotional Branding is a very significant book—revolutionary and absolutely vital to anyone who wishes to play an important role in business today . . . Gobé's unique, passionate vision teaches how to transcend the confines of ordinary thinking to reach realms of innovation and heightened emotion—that world of "intangibles" where brands can really connect with people on a deeper level."

Philip Shearer, President & CEO Clarins.

"The transformation of brands from product-based propositions to emotionally driven ones is happening at lightning speed. Marc's perception of this change is incredibly accurate, eye-opening, and required me to change my underwear."

Nick Graham, Joe Boxer’s Former Chief Underpants officer.

Citizen Brand: 10 Commandments for Transforming Brands in a Consumer Democracy

Marc Gobé builds on his highly successful Emotional Branding theory with Citizen Brand, a powerful new concept designed to help companies earn the trust of today’s consumers through socially responsible brand strategies. Gobé argues that corporations need a new vision to survive in the present “emotional economy,” challenging them to develop a more compassionate approach to branding.

Filled with timely demographics on evolving trends, powerful cases from advertising and retail, and practical examples from the author’s own experience, Citizen Brand is a powerful tool for CEOs, marketing and advertising managers, and graphic designers seeking to understand how “ citizen brands” with a cause build advocacy and inspire a fiery sense of allegiance among today’s younger generations.

Citizen Brand: 10 Commandments for Transforming Brands in a Consumer Democracy

"Marc is writing about turning the twentieth-century sword of marketing into twenty-first-century plowshare. We’ve changed, and so has the engine of marketing and branding."

Paco Underhill, CEO, Envirosell, and author of Why We Buy: The Science of Shopping.

Brandjam: Humanizing Brands Through Emotional Design

“Design is to branding as jazz is to music,” says branding pioneer Marc Gobé in his new book, in which he advances the theory that power of intuition and creative participation is the best way to create innovation in an emotionally driven economy.

“Unless the business world starts to ‘jam’ with consumers the way designers do, very little progress will be made in creating growth in the market place.”

In his foreword to the book, Yves Behar, the iconic designer of his generation, writes:

“More than at any other time, we need designs that are not only new, but that contain a new humanism, that embody the human challenges we face now and those to come.”

With Brandjam, Gobé explores compelling ways marketers, designers, and consumers can be brought together around the language of design. Referring to such corporations as Procter & Gamble, Starbucks, Apple, Target or BMW, among others, he emphasizes the importance of connecting with consumers’ deepest and somehow unmet desires.

Brandjam: Humanizing Brands Through Emotional Design

"I found your book to be quite inspiring, and an absolute pleasure to read. The book will be a lovely addition to my library here at MoMA."

Paola Antonelli, Curator.

Joël Desgrippes and Marc Gobé on the Emotional Brand Experience

Desgrippes Gobé ( now brandimage ) is an internationally sought-after firm that leads the industry with groundbreaking work.

This exciting new book shares the widely recognized emotional branding expertise of the world-renowned Desgrippes Gobé team. The authors provide practical information by reviewing their own work.

Using sketches, notes, and final pieces, Desgrippes Gobé reveal how to bring an emotional appeal in the design process through a consumer driven passion that have made their client so successful. Speaking candidly about client expectations, they explore successes of particular projects to help readers understand how to connect brands with people through the power of design. This unique "master class" provides readers with a better understanding of how to create design and branding strategies that make a difference on an emotional level.

Desgrippes Gobé/Brandimage (brand-image.com) is one of the world's top 10 brand image creation firms and specializes in award-winning identity, product, packaging, retail, and Web design. Clients include Coca-Cola, IBM, Victoria's Secret, Ann Taylor, Sears, Godiva, Saks, Reebok, Versace, Lancôme, Starbucks, and Gillette.

Marc Gobé is the president of Emotional Branding LLC, an experimental think tank,