WEBVTT

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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.