Rating: 
Summary: Sold on Emotional Branding
Review: Gobe's book provides a concise yet comprehensive review of the most current trends in marketing and branding. His thesis that emotions, rather than tangible product attriubutes, comprise the most important aspects of a brand is convincing and well documented. The book is also remarkably well laid out -- very "user-friendly." Definitely a contribution to today's marketing, I enjoyed it and hope he publishes more in the future.
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Summary: Simply the best
Review: Hands down, this is simply one of the best marketing books ever. I put it up there with the 22 Immutable Laws of Marketing, Adam Morgan's Eating The Big Fish, and John Caples' Tested Advertising Methods.Marc Gobe gets it. And "it" is all about evoking an emotional response. Laughter, sadness, surprise, suspense. It's also about evoking an intangible emotional response, whether it's the shape of the old-style Coke bottle, choosing a brand name, or writing copy that resonates with consumers. Top brands evoke that emotional response. It doesn't have to be done with huge ad budgets, it can be done with guerilla marketing, PR, and word of mouth...provided you break through the 3000 daily advertising messages by evoking an emotional response with your target consumer. Gobe is fantastic! -Mark Hughes Vice President of Marketing Half.com, an eBay company
Rating:
Summary: Cinnamon flavour
Review: How can you describe cinnamon flavour ? You can not !! Simply, you only try it and then express an opinion. It is an excellent book, full of creative ideas, explanations and thorough grasp of the subject. As a qualified accountant, I always believed in the power of the brands. But believing to brandnames due to common sense or potential cash flows and getting a firm theoretical (and/or practical if you apply theory to practice) understanding of what Emotional Branding means are two completely different things. And thank god, this book helped immensely to see the particular subject from a completely different angle.
Rating: 
Summary: whatever
Review: I am sure that, for at least few months, in 2000 this book might have been poignant or even insightful to anyone outside of the marketing field and did not know they where being marketed to. The book is full of vague and general idea that could have easily been squeezed into a 5 page magazine article. Reading it was like sitting at a red light with my passenger, pointing, and saying "look, the light is red."
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Summary: Branding Beyond the Ivory Tower
Review: I am truly amazed by the scope and the concrete approach of this book. Many branding titles deal with the subject from a very abstract, removed point-of-view, but this author takes branding right to where successful brands are being made, i.e. to the stores and to the homes of the people who use them. Equally interesting are his comments about recent shifts in demographics, such as the increase of the Spanish-speaking population, and what these shifts will mean for future branding concepts.
Rating:
Summary: Wonderful Read
Review: I have been a fan of Marc Gobe's for several years having become aquainted with his work through a colleauge. I came to Emotional Branding without much of an understanding of the world of branding and packaging but came away with a solid appreciation of the 'idea' behind some of greatest marketing/branding campaigns. I was most interested in how Marc combines the ideas of design and the 'art' of packaging into his projects. Emotional Branding is a comprehensive study of some of the most influential brands of our day. The text is straighforward and filled with interesting antecdotes that force the reader to take a look at what they like and why they like it. A great read...highly recommended.
Rating: 
Summary: Neat cover, that's about it.
Review: I have never writen a negative feedback, but there's always a first time for everything...
This book is not a branding book, it's about "CREATIVE", and how to tap into a person's mind through creative means...
I am disapointed to see a book with the word branding it only to capitalize on the name. This is an example of someone who doesn't really understand the definition of a brand, but knows the term...
Thanks but I returned this book.
Rating:
Summary: extraordinary new insight on marketing
Review: I recommend this book to anyone wants to follow the new marketing trend of approaching consumers not in a rational way, but rather through an emotional connection that allows identification and enhtusiasm... taste, feel, smell, touch, hear: approaching the consumers using all the senses, allowing an holistic brand experience. A great book that stands out of the group, if you have to buy one book on emotional marketing, this is the one you cannot miss.
Rating:
Summary: I expected more
Review: Im not saying it was a waste of time but there are books that are worth paying for and this time, well, I start thinking what could I have done with the money I payed. Sorry.
Rating:
Summary: Emotional branding
Review: In depth review of the topic, revealing of our society's behavior
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