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Marc Gobé's book on emotional branding is definitely worth mentioning. People love brands, but brands don’t love back. Let's evaluate how to change that with Gobé's "Ten Commandments of Emotional Branding."
Emotional Branding is a book by Marc Gobe
published in 2001.
0:00
This book is definitely worth mentioning.
0:04
Gobe is a great resource of knowledge, but
this text is
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much more strategy, marketing and
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advertising than actual brand identity
design.
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Either way, Gobe has written ten
commandments of emotional branding.
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First, from consumers to people.
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Consumers buy.
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People live.
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Second, From product to experience.
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Products fulfill people's needs.
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Experiences fulfill desires.
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Third, from honesty to trust.
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Honesty is expected.
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Trust is engaging and intimate.
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Four, from quality to preference.
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Quality for the right price is a given
today.
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Preference creates the sale.
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Number five, from notoriety to aspiration,
being known
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does not mean that you are also loved.
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Number six, from identity to personality.
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Identity is recognition.
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Personality is about character and
charisma.
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Number seven, from function to feel.
1:02
The functionality of a product is about
practical or superficial qualities only.
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Sensorial design is about experiences.
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Number eight, from ubiquity to presence.
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Ubiquity is seen.
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Emotional presence is felt.
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Nine, from communication to dialog.
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Communication is telling, dialog is
sharing.
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Number ten.
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From service to relationship.
1:25
Service is selling, relationship is
acknowledgement.
1:28
Basically, people love brands, but brands
don't love back.
1:32
This book is an effort in evaluating how
to change that.
1:37
Again, very marketing and advertising
heavy.
1:40
But still relevant, when in the design
1:43
process, in determining color and
typographic systems.
1:45
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