Emotional Branding: The New Paradigm for Connecting Brands to People
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Anuntul a expirat la:12.01.2023, 11:45
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Specificatii
Emotional Branding is the best selling revolutionary business book
that has created a movement in branding circles by shifting the
focus from products to people. The 10 Commandments of Emotional
Branding have become a new benchmark for marketing and creative
professionals, emotional branding has become a coined term by many
top industry experts to express the new dynamic that exists now
between brands and people. The emergence of social media, consumer
empowerment and interaction were all clearly predicted in this book
10 years ago around the new concept of a consumer democracy. In
this updated edition, Marc Gobe covers how social media helped
elect Barack Obama to the White House, how the idea behind Twitter
is transforming our civilization, and why new generations are
re-inventing business, commerce, and management as we know it by
leveraging the power of the web. In studying the role of women as
shoppers in chief, and defining the need to look at the marketplace
by recognizing differences in origins, cultures, and choices,
Emotional Branding foresaw the break up of mass media to more
targeted and culturally sensitive modes of communications. As the
first marketing book ever to study the role of the LGBTQ community
as powerful influencers for many brands, Emotional Branding opened
the door to a renewed sensitivity toward traditional research that
privilege individuality and the power of the margins to be at the
center of any marketing strategy. A whole segment in the book looks
at the role of the senses in branding and design. The opportunity
that exists in understanding how we feel about a brand determines
how much we want to buy. By exploring the 5 senses, Emotional
Branding shows how some brands have built up their businesses by
engaging in a sensory interaction with their consumers. Emotional
Branding explores how effective consumer interaction needs to be
about senses and feelings, emotions and sentiments. Not unlike the
Greek culture that used philosophy, poetry, music, and the art of
discussion and debate to stimulate the imagination, the concept of
emotional branding establishes the forum in which people can
convene and push the limits of their creativity. Through poetry the
Greeks invented mathematics, the basis of science, sculpture, and
drama. Unless we focus on humanizing the branding process we will
lose the powerful emotional connection people have with brands.
Critics hailed Emotional Branding as a breakthrough and a fresh
approach to building brands. Design in this book is considered a
new media, the web a place where people will share information and
communicate, architecture a part of the brand building process, and
people as the most powerful element of any branding strategy. Most
importantly, it emphasizes the need to transcend the traditional
language of marketing--from one based on statistics and data to a
visually compelling new form of communication that fosters
creativity and innovation. Allworth Press, an imprint of Skyhorse
Publishing, publishes a broad range of books on the visual and
performing arts, with emphasis on the business of art. Our titles
cover subjects such as graphic design, theater, branding, fine art,
photography, interior design, writing, acting, film, how to start
careers, business and legal forms, business practices, and more.
While we don't aspire to publish a New York Times bestseller or a
national bestseller, we are deeply committed to quality books that
help creative professionals succeed and thrive. We often publish in
areas overlooked by other publishers and welcome the author whose
expertise can help our audience of readers.
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