Emotional Branding: The New
Paradigm for Connecting Brands to
People by Sergio Zyman
People Branding : Thats New !!
Emotional Branding Bonds Brands With Todays Savvy Consumers A
visionary approach to building powerful brand loyalty, this groundbreaking
book shows marketers of any product or service how to engage todays
increasingly cynical consumers on deeper emotional levels. Case histories
from the authors high-profile client list analyze demographic and
behavioral shifts in populations and retail distribution channels, then show
how all five senses can be used as powerful marketing tools to respond to
those trends. Chapters detail how to develop strong brand personalities,
customize brand presence to different consumer groups, use brand
strategies in packaging and display, and facilitate breakthrough strategies
for the Web. Chapters detail how to: * develop unforgettable brand
personalities
* customize brand presence to different consumer segments

* incorporate brand strategies into product and retail architecture design
* facilitate interactive access to your products through the Internet.
Emotional Branding breaks new ground in proposing innovative ways to
create powerful and effective branding programs for meeting the
challenges and opportunities of the new emotion-based economy.
Personal Review: Emotional Branding: The New Paradigm for
Connecting Brands to People by Sergio Zyman
There was a time that if you had a product, someone would buy it. You
didn't have to worry about reaching your target audience, how the
packaging would make people feel, or how the product would make the
consumer's life better. People were eager for new products so if you had
something to sell people would line up to try almost anything.
Today, we have choices. So many choices. If you go to your local Wal-
Mart looking for a toaster, you'll find dozens of different types. Each has a
variety of different features that make each product unique. Trying to figure
out which is right for you, depends upon your toasting needs.
The same goes for any product or service that you sell. In order to get
consumers to choose your company when they go looking to buy, you
have to serve their needs. To do so, you have to know your target
audience and have a firm understanding about what they want.
Emotional Branding explores the buying patterns, needs, and belief
systems of a variety of different demographics: the boomers through to the
millennials, various minority populations, women, and the gay community.
The book looks at how color, packaging, sound, scent, etc can be used to
produce certain feelings. Put together properly, this information can help
craft products and their associated advertising campaigns to suit the
appropriate target audience.
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