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Editorial Reviews

When first published over 10 years ago, Emotional Branding was hailed as a revolutionary business book that shifted the focus in brand building from products to people. Narrator DeMario Clarke's resonant voice presents this updated edition's groundbreaking ideas with vitality, and his authoritative performance will definitely inspire listeners' confidence. Clarke also takes care to emphasize important ideas, such as using social media to form culturally-sensitive and individualized connections with consumers.
Listeners interested in branding strategies will learn how to transcend the traditional language of marketing to find new, creative forms of communication.
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Publisher's Summary

Emotional Branding is the best-selling revolutionary business book that has created a movement in branding circles by shifting the focus from products to people. The “10 Commandments of Emotional Branding” have become a new benchmark for marketing and creative professionals, and emotional branding has become a coined term by many top industry experts to express the new dynamic that exists now between brands and people. 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 this updated edition, Marc Gob covers how social media helped elect Barack Obama to the White House, how the idea behind Twitter is transforming our civilization, and why new generations are re-inventing business, commerce, and management as we know it by leveraging the power of the web. 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 breakup 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.
©2009 Marc Gobe (P)2013 Audible, Inc.
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Customer Reviews

Most Helpful
2 out of 5 stars
By Brian Mattocks on 02-23-17

Agonizing narrative style, dated info.

Every third sentence sounds as if the narrator is attempting to "drop the mic." It was a challenge to listen to. Early chapters spend lots of time going over market demographics for emerging and minority markets. Still muscling through to see if there is any meaningful "emotional branding" content. Much of this material is better covered in other works.

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2 of 2 people found this review helpful

2 out of 5 stars
By Peter on 03-13-13

I want to read this book. But the narrator is poor

Would you ever listen to anything by Marc Gobe again?

Yes, as long as it is a different narrator

What didn’t you like about DeMario Clarke’s performance?

His tone was dark, emphasizing the wrong words, and didn't convey emotion. It sounded like a synthesized text to speech.

Any additional comments?

Please redo this audiobook with some other narrator! I just couldn't get past that.

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5 of 6 people found this review helpful

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Customer Reviews

Most Helpful
5 out of 5 stars
By Karley Beadman on 07-15-16


If you could sum up Emotional Branding in three words, what would they be?

This book deserves more that three words to sum it up ...... but if I have to use three words - READ THIS BOOK.

What was one of the most memorable moments of Emotional Branding?

All of it. The entire book is captivating. This book has reinforced that if brands fall in love with consumers they will fall deeply in love with the brand.

What does DeMario Clarke bring to the story that you wouldn’t experience if you had only read the book?

He's got a really sexy voice Haha

Was there a moment in the book that particularly moved you?

I actually loved the Preface.

Any additional comments?

I'm doing a Masters in Marketing so I'm required to read all the peer-reviewed academic theory and write papers proposing insightful strategic marketing implications backed up by this theory. How delightful it was to delve into Gobe's world of emotional branding. What Gobe proposes in this easy to read and insightful book is backed up by theory. What I'm getting at is that Gobe knows what he's talking about and his strategies are proven by super intelligent people who dedicate their lives to academia. I loved this book and have just downloaded (on his next book, Citizen Brand.

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