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 0:06 much more strategy, marketing and 0:09 advertising than actual brand identity design. 0:11 Either way, Gobe has written ten commandments of emotional branding. 0:14 First, from consumers to people. 0:18 Consumers buy. 0:20 People live. 0:22 Second, From product to experience. 0:24 Products fulfill people's needs. 0:27 Experiences fulfill desires. 0:29 Third, from honesty to trust. 0:32 Honesty is expected. 0:35 Trust is engaging and intimate. 0:36 Four, from quality to preference. 0:38 Quality for the right price is a given today. 0:42 Preference creates the sale. 0:44 Number five, from notoriety to aspiration, being known 0:47 does not mean that you are also loved. 0:51 Number six, from identity to personality. 0:53 Identity is recognition. 0:57 Personality is about character and charisma. 0:59 Number seven, from function to feel. 1:02 The functionality of a product is about practical or superficial qualities only. 1:05 Sensorial design is about experiences. 1:09 Number eight, from ubiquity to presence. 1:11 Ubiquity is seen. 1:14 Emotional presence is felt. 1:16 Nine, from communication to dialog. 1:18 Communication is telling, dialog is sharing. 1:21 Number ten. 1:25 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