Rating: 
Summary: How to Connect Brands to People
Review: According to Gobe, "an Emotional Branding approach is quite simply the crucial defining element that separates success from indifference in the marketplace....[It] brings a new layer of credibility and personality to a brand by connecting powerfully with people on a personal and holistic level....Emotional Branding is more than a process or research technology; it is based on the connections between people that transcend charts and graphs. It is a culture and way of living; a fundamental belief that people are the real force in commerce and that business and the street cannot survive separately." I begin my review with this brief excerpt because, with these remarks, Gobe creates a frame of reference for his reader before providing information and insights which differentiate his book from any other on the same general subject. After an Introduction ("Emotional Branding: Fuel for Success in the Twenty-first Century"), Gobe presents his material within four Sections and then provides a Conclusion in which he acknowledges that branding is not for everyone while asserting that branding is about cultural relevance and emotional connection, not hype. For those who are responsible for devising, launching, and then managing a successful, emotionalized brand, he suggests three "essential" ideas: 1. "Brands have life cycles. The future of a brand is defined by its relevance at any given time and by how well it can protect the values that made it great. 2. Brands are elected every day based on their emotional relevance with the public and its commitment to quality. 3. Real brands are about meaning and truth." Here are some of the questions to which Gobe responds: 1. How can a brand engage people on the level of their senses and emotions? 2. Which brands have done so most effectively? How? 3. What is the biggest misconception in branding strategies? Why? 4. What are "The Ten Commandments of Emotional Branding"? 5. Which values are unique to Baby Boomer (born 1946-64), Gen X (born 1965-76), and Gen Y (born 1977-94) consumers? So what? 6. Which values are unique to African-American, Hispanic, Asian-American, Gay, and Lesbian consumers? So what? 7. Why are Women "The New Shoppers in Chief"? 8. Why are sensorial experiences (i.e. sight, sound, touch, taste, feel, and smell) "the uncharted territory of branding"? 9. Which branding strategies based on sensorial experiences have proven most effective? Why? 10. What are the "Key Trends for the New Millennium"? Why? These questions correctly suggest the scope and depth of Gobe's perspectives on emotional branding. Throughout the book, he cites and discusses examples of branding initiatives which either succeeded or failed. I am also grateful for the inclusion of highly innovative graphics which illustrate "thinking out of the box" while creating an advertising campaign. (See the Introduction to Section III.) Gobe concludes his book with this observation: "To get people interested in a long-term relationship, keep your ear to the ground and always be ready for any market changes. Change is good, but predicting change is better -- the answer is within people's hearts." In this remarkable book, Gobe does indeed offer a new paradigm for connecting brands to people. Those who share my high regard for Emotional Branding are strongly urged to check out Levitt's The Marketing Imagination, Ries and Trout's Positioning (NOT the sequel, The New Positioning), Brands: The New Wealth Creators edited by Hart and Murphy, Schmitt's Experiential Marketing, and Pine and Gilmore's The Experience Economy. For those who wish to explore the subject in even greater depth, I highly recommend Daniel Goleman's Emotional Intelligence and his more recently published Working with Emotional Intelligence.
Rating:
Summary: Branding is emotion management
Review: According to Gobe, emotion is the most accelarating factor in branding. The book emphasizes that emotions are very important in every aspects of brand communication. I believe that one who knows that branding is not only about 4Ps, should read it.
Rating:
Summary: Emotional Branding Explains It All
Review: As someone who has always worked on the fringes of advertising this book was particularly helpful to me to understand the importance of the whole branding process and the importance of making an emotional connection with the brand. The Ten Commandments were especially insightful for me. I found the book straightforward and easy to read - especially the case studies and supporting examples used through out the book. You've inspired me!
Rating:
Summary: Emotional Branding
Review: Branding was known as a buzz word in the past. But, after reading this innovative book you will understand and relate to the powerful effects branding has on every business. As an expert and professional speaker in the retail industry I will refer this book to all of my audiences from now on. - Author, Confesssions of Shameless Self Promoters ...
Rating:
Summary: excellent book
Review: Emotional Branding is a must, it is complete, well written and full of inspiring examples
The decalogue alone is worth the purchase
1) from consumers to people
2) from product to experience
3) from honesty to trust
4) from quality to preference
5) from notoriety to aspiration
6) from identity to personality
7) from function to feel
8) from ubiquity to presence
9) from communication to dialogue
10)from service to relationship
If brand managers understand truly and fully Gobe's ten commandments they will add value to the most valuable asset
they have, the brand
Rating:
Summary: Emotional Excellence!
Review: Emotional Branding is one of the most useful marketing books in my library. The insights the author provides into consumer desires are fresh and informative, while his approach to the problem of customer loyalty is thought-provoking and inspiring. Emotional Branding is indeed the new paradigm for connecting brands to people.
Rating: 
Summary: How to Grab the Consumer
Review: Emotional Branding knows that what used to work is nowhere near as successful as it used to be. Consumers and potential consumers have grown wise and cynical about many of the techniques marketers have used for the past several decades. Yet, marketing remains essential in the current economic system. Thus, how do you resonate with your consumers? That is the question that this book seeks to answer. But, it does not just provide an answer. The authors know three things--there is no "single" consuming monolith out there, you must fully engage the consumer on a variety of levels, and you need to do in a cost-effective fashion. Michael Levine's Guerrilla PR: Wired also knows these facts and focuses on answering them, albeit with the emphasis placed on public relations rather than branding and marketing. Emotional Branding knows, discusses, and analyzes the variety of consumers out there--breaking them down into demographics and psychographics. Emotional Branding knows, discusses, and analyzes that consumers have grown tired of the over-common branding techniques; instead, Emotional Branding argues that you must fully engage the consumer, intelletually AND emotionally, all five senses. A product's brand identity must not only be unique to that product, but it's even better if it's unique to that consumer, fully reinforced on a variety of levels through a variety of channels and a variety of sources directly hardwired into the consumer's decision-making process. Finally, Emotional Branding knows that you still have a balance sheet. Relying on case histories and several useful strategies, Emotional Branding seeks to explore how its suggestions and methods can be utilized without breaking the budget.
Rating:
Summary: Branding for the future
Review: Finally, in a world of BRAND STRATEGY that focuses exclusively on stock valuation.... we have a book that actually focuses on people... and how they respond and connect with brands. How refreshing that we are viewed as people, not consumers.... and that all people are not the same. How refreshing that someone has come up with a way to develop creative strategies that are relevant to the ACTUAL CREATIVE WORK that is true driver of brands today. I recommend this book for anyone seeking a new way to deal with a new world in which all niches are filled and the only way to break through is through emotion and creativity.
Rating:
Summary: Here's another good book for those live and breathe Brands
Review: For anyone involved in branding this book gives very practical advice. A common complaint about business books is that they are all OK in theory but contain little in the way of explanations of how to do it - this book however offers not only theory and some good case study. Overall very impressive and a must read for anyone involved in sales, advertising or marketing functions. As someone has already said these guys really know their stuff and it works!! Another book I highly recommended is 60-Minute Brand Strategist by Idris Mootee. This book is LOADED with solid, meaty real world branding insights and techniques that can are being kept as trade secrets. You will probably find this book a real eye opener. If you're looking for a more balanced marketing book, suggest going for David Aaker's books, some Kotler's books.
Rating: 
Summary: Good ideas, practical information. A little tired
Review: Gobe is definitely on the right track here, but he drags on a little too long for my liking. He's got some interesting ideas on how to treat the brand and give it a personality, but I don't really see all the hype that everyone talked about. This book is on just about every "must read" business book list, and I'm sure in 2002 it deserved to be there, but in 2004 it's more like a "recommended reading." You won't regret reading this, but you might get something more out of a newer book.
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