Emotional branding: the new paradigm for connecting brands to people
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York
Allworth Press
2005
|
| Ausgabe: | [Nachdr.] |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | XXXII, 319 S. Ill. |
Internformat
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Datensatz im Suchindex
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|---|---|
| adam_text |
table
of
contents
v
Foreword by Sergio Zyman
ix
Preface
xi
Acknowledgments
xiii
Introduction: Emotional Branding: Fuel for Success in the Twenty-first
Century
section I: relationship
-
customer, customer, customer!
2
Introduction: It's the Twenty-first Century: Do You Know Who Your
Customers Are?
3
Chapter
1:
A Generational Explosion: Targeting New Emotional Criteria
29
Chapter z: Disconnection Alert: The U.S. Melting Pot Is Hot!
43
Chapter y. Women: The New "Shoppers in Chief"
59
Chapter
4:
Gay and Lesbian Consumers: Sincerity Is the Best Policy!
section H:
sensorial
experiences
-
the uncharted territory of branding
68
Introduction: A Sense of Strategy
71
Chapter
5:
Sounds That Transport
77
Chapter
6:
Colors That Mesmerize/Symbols That Captivate
85
Chapter
7:
Tastes That Tantalize
91
Chapter
8:
Shapes That Touch
97
Chapter
9:
Scents That Seduce
102
Conclusion: Soothe the Senses: Some Peace, Please!
section
Ш:
imagination
-
innovation
¡s a
brand's best friend!
106
Introduction.· Thinking Out of the Box
107
Chapter
10:
Sensory Design: The New Branding Power Tool
121
Chapter
11:
Emotionally Charged Identities: Unforgettable Brand
Personalities
159
Chapter
xi:
Retailing with a Passion: Sensational Stores of Tomorrow
185
Chapter
13:
Brand Presence with Presence: A Fresh, New Approach
197
Chapter
14:
Emotional Packaging: The Half-Second Commercial
219
Chapter
15:
Emotional Advertising: Not Gratuitous, but Relevant
Emotions
section
IV:
vision
-
inspiration for change:
how to get there from here
240
Introduction: E-motions
241
Chapter
16:
Branding Emotions on the Web: The (Real) Future of
Cyberspace
271
Chapter
17:
d/g*'s Recipes for Emotional Branding Strategies
285
Chapter
г8:
Key Trends for the New Millennium
305
Conclusion
307
Index
"Today,
I feel, an Emotional Branding
approach is quite simply the crucial
defining element that separates
success from indifference in the
marketplace. But only a few compa¬
nies understand the art of accessing,
with intelligence and sensitivity, the
true power behind human emotions.
Emotional Branding 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 based on
that unique trust that is established
with an audience. It elevates pur¬
chases based on need to the realm of
desire. The commitment to a product
or an institution, the pride we feel
upon receiving a wonderful gift of a
brand we love or having a positive
shopping experience in an inspiring
environment where someone knows
our name or brings an unexpected
cup of coffee
—
these feelings are at
the core of Emotional Branding." |
| adam_txt |
table
of
contents
v
Foreword by Sergio Zyman
ix
Preface
xi
Acknowledgments
xiii
Introduction: Emotional Branding: Fuel for Success in the Twenty-first
Century
section I: relationship
-
customer, customer, customer!
2
Introduction: It's the Twenty-first Century: Do You Know Who Your
Customers Are?
3
Chapter
1:
A Generational Explosion: Targeting New Emotional Criteria
29
Chapter z: Disconnection Alert: The U.S. Melting Pot Is Hot!
43
Chapter y. Women: The New "Shoppers in Chief"
59
Chapter
4:
Gay and Lesbian Consumers: Sincerity Is the Best Policy!
section H:
sensorial
experiences
-
the uncharted territory of branding
68
Introduction: A Sense of Strategy
71
Chapter
5:
Sounds That Transport
77
Chapter
6:
Colors That Mesmerize/Symbols That Captivate
85
Chapter
7:
Tastes That Tantalize
91
Chapter
8:
Shapes That Touch
97
Chapter
9:
Scents That Seduce
102
Conclusion: Soothe the Senses: Some Peace, Please!
section
Ш:
imagination
-
innovation
¡s a
brand's best friend!
106
Introduction.· Thinking Out of the Box
107
Chapter
10:
Sensory Design: The New Branding Power Tool
121
Chapter
11:
Emotionally Charged Identities: Unforgettable Brand
Personalities
159
Chapter
xi:
Retailing with a Passion: Sensational Stores of Tomorrow
185
Chapter
13:
Brand Presence with Presence: A Fresh, New Approach
197
Chapter
14:
Emotional Packaging: The Half-Second Commercial
219
Chapter
15:
Emotional Advertising: Not Gratuitous, but Relevant
Emotions
section
IV:
vision
-
inspiration for change:
how to get there from here
240
Introduction: E-motions
241
Chapter
16:
Branding Emotions on the Web: The (Real) Future of
Cyberspace
271
Chapter
17:
d/g*'s Recipes for Emotional Branding Strategies
285
Chapter
г8:
Key Trends for the New Millennium
305
Conclusion
307
Index
"Today,
I feel, an Emotional Branding
approach is quite simply the crucial
defining element that separates
success from indifference in the
marketplace. But only a few compa¬
nies understand the art of accessing,
with intelligence and sensitivity, the
true power behind human emotions.
Emotional Branding 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 based on
that unique trust that is established
with an audience. It elevates pur¬
chases based on need to the realm of
desire. The commitment to a product
or an institution, the pride we feel
upon receiving a wonderful gift of a
brand we love or having a positive
shopping experience in an inspiring
environment where someone knows
our name or brings an unexpected
cup of coffee
—
these feelings are at
the core of Emotional Branding." |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Gobé, Marc |
| author_facet | Gobé, Marc |
| author_role | aut |
| author_sort | Gobé, Marc |
| author_variant | m g mg |
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| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | [Nachdr.] |
| format | Book |
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| language | English |
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| spelling | Gobé, Marc Verfasser aut Emotional branding the new paradigm for connecting brands to people by Marc Gobé [Nachdr.] New York Allworth Press 2005 XXXII, 319 S. Ill. txt rdacontent n rdamedia nc rdacarrier Markenartikel (DE-588)4037584-5 gnd rswk-swf Gefühl (DE-588)4019702-5 gnd rswk-swf Emotionale Produktdifferenzierung (DE-588)4410248-3 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Verbraucher (DE-588)4062632-5 gnd rswk-swf Motivationspsychologie (DE-588)4075001-2 gnd rswk-swf Marktpsychologie (DE-588)4140888-3 gnd rswk-swf Markenartikel (DE-588)4037584-5 s Verbraucher (DE-588)4062632-5 s Marktpsychologie (DE-588)4140888-3 s DE-604 Markenpolitik (DE-588)4144679-3 s Emotionale Produktdifferenzierung (DE-588)4410248-3 s Verbraucherverhalten (DE-588)4062644-1 s Gefühl (DE-588)4019702-5 s Motivationspsychologie (DE-588)4075001-2 s 1\p DE-604 Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014897774&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014897774&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Gobé, Marc Emotional branding the new paradigm for connecting brands to people Markenartikel (DE-588)4037584-5 gnd Gefühl (DE-588)4019702-5 gnd Emotionale Produktdifferenzierung (DE-588)4410248-3 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Markenpolitik (DE-588)4144679-3 gnd Verbraucher (DE-588)4062632-5 gnd Motivationspsychologie (DE-588)4075001-2 gnd Marktpsychologie (DE-588)4140888-3 gnd |
| subject_GND | (DE-588)4037584-5 (DE-588)4019702-5 (DE-588)4410248-3 (DE-588)4062644-1 (DE-588)4144679-3 (DE-588)4062632-5 (DE-588)4075001-2 (DE-588)4140888-3 |
| title | Emotional branding the new paradigm for connecting brands to people |
| title_auth | Emotional branding the new paradigm for connecting brands to people |
| title_exact_search | Emotional branding the new paradigm for connecting brands to people |
| title_exact_search_txtP | Emotional branding the new paradigm for connecting brands to people |
| title_full | Emotional branding the new paradigm for connecting brands to people by Marc Gobé |
| title_fullStr | Emotional branding the new paradigm for connecting brands to people by Marc Gobé |
| title_full_unstemmed | Emotional branding the new paradigm for connecting brands to people by Marc Gobé |
| title_short | Emotional branding |
| title_sort | emotional branding the new paradigm for connecting brands to people |
| title_sub | the new paradigm for connecting brands to people |
| topic | Markenartikel (DE-588)4037584-5 gnd Gefühl (DE-588)4019702-5 gnd Emotionale Produktdifferenzierung (DE-588)4410248-3 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Markenpolitik (DE-588)4144679-3 gnd Verbraucher (DE-588)4062632-5 gnd Motivationspsychologie (DE-588)4075001-2 gnd Marktpsychologie (DE-588)4140888-3 gnd |
| topic_facet | Markenartikel Gefühl Emotionale Produktdifferenzierung Verbraucherverhalten Markenpolitik Verbraucher Motivationspsychologie Marktpsychologie |
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