Now more than ever new generations are re-inventing politics, business, commerce, and management by leveraging the power of the web. In the revised edition of "Emotional Branding," author Marc Gobé expands on his original visionary insights to reflect the next generation of connecting brands to people.
This 2.0 version embraces the emergence of social media, consumer empowerment, and democracy—which hardly existed when "Emotional Branding" was first published in 2001—and explores in depth how Twitter, Facebook, and the other social media Web sites are the new frontier for the exercise of emotional branding.
“The world is adapting to the Web,” Gobé said. “And for those brands that think they can master and dominate this audience—good luck. In this world, people rule! This is a new world that will stimulate and expand our thinking and creativity, bring forward new leaders, and unleash new forces, good or bad. Welcome to the new nation, welcome to the future and to the medium where brands will have to adapt and redefine their roles in connecting with people in this new environment.”
Since "Emotional Branding" was published in 2001 more than six million people have searched “emotional branding” on Google. It has become a coined term used by top industry executives to express the new dynamics between brands and people. Gobé’s “10 commandments” of "Emotional Branding" have also become a new benchmark for marketing and creative professionals. Brand strategists, designers, marketers, advertisers, market researchers, and students of design and marketing strategy will all find "Emotional Branding" an insightful and enlightening approach to understanding the consumer and building a brand.
The revised edition includes chapters on:
• How social media are impacting corporate cultures
• The new role of advertising as people are moving from TV to laptops and cell phones
• Targeting Baby Boomers as well as the X,Y, and eXcel generations
• Selling to gays and specific cultural groups
• The expanding role of women as shoppers