To better appeal to the need for respect, the ad could have portrayed a confident woman celebrating with an expensive dinner despite losing her wallet due to her wisdom in buying American Express travelers checks. He considers an ad from Salomon Smith Barney which acknowledges the major role of women in financial planning as well as their other important responsibilities as providing the respect component far more effectively. Too often, the major focus is on what customers see. Touch, sound, taste, and smell can all be important components in developing an emotional brand identity. He gets into visual design of advertising and logos, showing how Lancome, the cosmetic firm, shifted its emotional brand image by changing its ads; wholesome, smiling models were replaced by edgier, more seductive women with very different makeup. There are some useful points, but, unlike most media, the Web has changed a lot in the last six years, both in the technology available to marketers and in the way people use the Web.
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The emergence of social media, consumer empowerment and interaction were all clearly predicted in this book 10 years ago around the new concept of a consumer democracy.
In studying the role of women as "shoppers in chief, "and defining the need to look at the marketplace by recognizing differences in origins, cultures, and choices, Emotional Branding foresaw the break up of mass media to more targeted and culturally sensitive modes of communications. As the first marketing book ever to study the role of the LGBTQ community as powerful influencers for many brands, Emotional Branding opened the door to a renewed sensitivity toward traditional research that privilege individuality and the power of the margins to be at the center of any marketing strategy.
A whole segment in the book looks at the role of the senses in branding and design. The opportunity that exists in understanding how we feel about a brand determines how much we want to buy. By exploring the 5 senses, Emotional Branding shows how some brands have built up their businesses by engaging in a sensory interaction with their consumers.
Emotional Branding explores how effective consumer interaction needs to be about senses and feelings, emotions and sentiments. Not unlike the Greek culture that used philosophy, poetry, music, and the art of discussion and debate to stimulate the imagination, the concept of emotional branding establishes the forum in which people can convene and push the limits of their creativity. Through poetry the Greeks invented mathematics, the basis of science, sculpture, and drama.
Unless we focus on humanizing the branding process we will lose the powerful emotional connection people have with brands. Critics hailed Emotional Branding as a breakthrough and a fresh approach to building brands.
Design in this book is considered a new media, the web a place where people will share information and communicate, architecture a part of the brand building process, and people as the most powerful element of any branding strategy. Most importantly, it emphasizes the need to transcend the traditional language of marketing--from one based on statistics and data to a visually compelling new form of communication that fosters creativity and innovation.
Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.
History[ edit ] The practice of branding originated during the ancient times when it was used by craftsmen to imprint trademarks on their goods. Branding does not only help identify, but it also ensures the quality of goods and services the buyer and trader will purchase from the manufacturer. In history, cattle and sheep were branded with hot irons to indicate ownership. Humans were also marked to classify their social status.