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Emotional branding : the new paradigm for connecting brands to people

By: Gobe, MarcMaterial type: Text

Contents:

Foreword / Sergio Zyman -- Introduction: Emotional Branding: Fuel for Success in the Twenty-first Century -- Relationship -- customer, customer, customer! -- Introduction: It's the Twenty-first Century: Do You Know Who Your Customers Are? -- A Generational Explosion: Targeting New Emotional Criteria -- Disconnection Alert: The U.S. Melting Pot Is Hot! -- Women: The New "Shoppers in Chief" -- Gay and Lesbian Consumers: Sincerity Is the Best Policy! -- Sensorial experiences -- the uncharted territory of branding -- Introduction: A Sense of Strategy -- Sounds That Transport -- Colors That Mesmerize/Symbols That Captivate -- Tastes That Tantalize -- Shapes That Touch -- Scents That Seduce -- Conclusion: Soothe the Senses: Some Peace, Please! -- Imagination -- innovation is a brand's best friend! -- Introduction: Thinking Out of the Box -- Sensory Design: The New Branding Power Tool -- Emotionally Charged Identities: Unforgettable Brand Personalities -- Retailing with a Passion: Sensational Stores of Tomorrow -- Brand Presence with Presence: A Fresh, New Approach -- Emotional Packaging: The Half-Second Commercial -- Emotional Advertising: Not Gratuitous, but Relevant Emotions -- Vision -- inspiration for change: how to get there from here -- Introduction: E-motions -- Branding Emotions on the Web: The (Real) Future of Cyberspace -- d/g*'s Recipes for Emotional Branding Strategies -- Key Trends for the New Millennium.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Reference Books	Main Library Reference	Reference	658.827 GOB (Browse shelf(Opens below))	Available		010670

Total holds: 0

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Previous	658.82 FIL Marketing Communications: Engagements, Strategies and Practice	658.827 Creating powerful brands in consumer, service, and industrial markets	658.827 ELL Strategic brand management /	658.827 GOB Emotional branding : the new paradigm for connecting brands to people	658.827 KEL Strategic brand management : building, measuring, and managing brand equity	658.827 KNA The Brandmindset	658.827 POS Global brand integrity management : how to protect your product in today's competitive environment.	Next

Includes index

Foreword / Sergio Zyman --
Introduction: Emotional Branding: Fuel for Success in the Twenty-first Century --
Relationship --
customer, customer, customer! --
Introduction: It's the Twenty-first Century: Do You Know Who Your Customers Are? --
A Generational Explosion: Targeting New Emotional Criteria --
Disconnection Alert: The U.S. Melting Pot Is Hot! --
Women: The New "Shoppers in Chief" --
Gay and Lesbian Consumers: Sincerity Is the Best Policy! --
Sensorial experiences --
the uncharted territory of branding --
Introduction: A Sense of Strategy --
Sounds That Transport --
Colors That Mesmerize/Symbols That Captivate --
Tastes That Tantalize --
Shapes That Touch --
Scents That Seduce --
Conclusion: Soothe the Senses: Some Peace, Please! --
Imagination --
innovation is a brand's best friend! --
Introduction: Thinking Out of the Box --
Sensory Design: The New Branding Power Tool --
Emotionally Charged Identities: Unforgettable Brand Personalities --
Retailing with a Passion: Sensational Stores of Tomorrow --
Brand Presence with Presence: A Fresh, New Approach --
Emotional Packaging: The Half-Second Commercial --
Emotional Advertising: Not Gratuitous, but Relevant Emotions --
Vision --
inspiration for change: how to get there from here --
Introduction: E-motions --
Branding Emotions on the Web: The (Real) Future of Cyberspace --
d/g*'s Recipes for Emotional Branding Strategies --
Key Trends for the New Millennium.

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