Rating: 
Summary: One of the best!
Review: This is absolutely one of the most interesting and informative marketing books I've read in a loooong time. Gobé's focus on the consumer's needs and desires is extremely relevant today. Emotional Branding is clearly a way to positively influence both your customer and your bottom line.
Rating: 
Summary: Small Business Owner
Review: This is possibly the most useless marketing book I have ever read. This mistitled book should have been named: "My Random Observations on Branding Combined with Statistics and My Political Beliefs." I kept reading and reading this book hoping that the next chapter would let me in on the secret of emotional branding. How do I start branding emotionally? After reading this book, I still don't know, and I'm not sure the author does either. You can skip the first third of the book. It is nothing but statistics and opinions on every demographic group except one, white males. Evidently Mr. Gobe' does not think this group is important enough to warrant your effort. During this multi-chapter diatribe that opens the book he blames the white male establishment for seemingly every atrocity in the world (yes, this book is supposedly a book on emotional branding). This is ironic because Mr. Gobe' is of course, a white male. However, he is obviously an enlightened white male because he has the power observe all these atrocities. In any event, skip the first third of the book. In the second third of the book Mr. Gobe' let's us in on earth-shattering observations related to emotional branding. For example, we receive marketing gems like colors and shapes might affect our emotions. How they do is left up to our imagination. Needless to say, skip the second third of the book. The final third of the book identifies companies that have found the holy grail of emotional branding. Then Mr. Gobe' segues into a shameless sales pitch for his company's services. My recommendation is that you skip the final third of this book. If you happen to trudge through it try an interesting experiment. Go to the website addresses Mr. Gobe' sets up on the pedestal of emotional branding and see how many are still blazing the branding trail. The only part of the book to read is the introduction. This is a shame because it gives you hope that the book might have some useful information. Alas, it does not.
Rating:
Summary: A superlative business resource
Review: This is the best book I have ever read on the subject of branding. It speaks to the needs of contemporary competitors playing in the global marketplace. It clearly and carefully explains the new paradigm for successful branding and why a personalized, direct, emotional connection to the consumer is a necessity. The Ten Commandments of Branding alone are worth more than the price of the book!
Rating:
Summary: The Insider's View to a Tricky Subject
Review: Whether we like it or not, branding is here to stay and this is the best source I have come across for placing emotional branding in a clear context. I finished the book feeling exhilarated and ready to face the challenge of connecting with customers. I hear the author is planning a second book on the subject. Is this true? When will it be available?
Rating:
Summary: Branding insight and genius
Review: While I search for a way to create a new brand at my job, I have gained enormous information and insigt from this book in helping to understand the key drivers for building successful brands. thank you Marc Gobé!!!!
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