Leading brand designer Marc Gobé reveals cutting-edge marketing strategies to engage today's increasingly cynical consumers on deeper, emotional levels. The author argues that marketing executives have ignored at their own risk the powerful emotional dimension of branding. Supported by case histories from Gobé's high-profile client list, the book analyzes and responds to major upcoming demographic and behavioral shifts in consumer populations and distribution channels at the retail and e-tail level. The book introduces a groundbreaking branding paradigm that utilizes high-impact sensory experiences to facilitate intense, emotional relationships with the consumer. It reveals in detail, for the first time, two acclaimed proprietary brand management tools designed by Desgrippes Gobé¯Brand Focus and Sense. Gobé details how to:

• Develop unforgettable brand personalities
• Customize brand presence to different consumer segments
• Incorporate brand strategies into product and retail architecture design
• Facilitate interactive access to your products through the Internet.

Emotional Branding proposes innovative ways to create powerful and effective branding programs for meeting the challenges and opportunities of the new emotion-based economy.

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A powerful new concept from brand design pioneer Marc Gobé. It is about innovation, intuition and risk. It explores how design is the new communication tool and is the best "instrument" companies can use for jazzing up a brand. In the same way that Emotional Branding and Citizen Brand helped corporations to develop a new vision, Brandjam shows how design puts the face on the brand and can create an irresistible message. CEO’s, marketing and advertising managers, and graphic designers will see how a "jazzed up" design can bring a new level of excitement to people and connect to them in a more visceral way. Using jazz as his metaphor, Gobé shows how the instinctive nature of the creative process leads to unusual solutions that make people gravitate toward a brand and make brands resonate with people by bringing more joy into their lives. It explores how design is truly the personality of a company and its window to the world. Brandjam is an inspiration for brands and people as it advocates the transforming impact brands have on an audience.

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Degrippes Gobe is internationally sought-after firm that is leading the industry with groundbreaking work. This exciting new book shares the expertise of the world-renowned Degrippes Gobe team on a design subject for which they are widely recognized emotional branding. The authors provide practical information by not only reviewing their own work, but other strong work in the field.

Using sketches, notes, and final pieces, Degrippes Gobe reveal their design process and the intricacies that have made them so successful. Speaking candidly about client expectations, they explore the successes and failures of particular projects to help readers understand how they achieved the end result. This unique master class will provide readers with a better understanding of how to take their own work to the next level by offering their clients designs and branding strategies that make a difference by connecting on an emotional level.

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