TY  - BOOK
AU  - Gobe, Marc 
TI  - Emotional branding : the new paradigm for connecting brands to people
SN  - 9781581150780
U1  - 658.827 
PY  - 2001///
CY  - New York : 
PB  - Allworth Press, 
KW  - Branding (Marketing)
N1  - Includes index; Foreword / Sergio Zyman --
Introduction: Emotional Branding: Fuel for Success in the Twenty-first Century --
Relationship --
customer, customer, customer! --
Introduction: It's the Twenty-first Century: Do You Know Who Your Customers Are? --
A Generational Explosion: Targeting New Emotional Criteria --
Disconnection Alert: The U.S. Melting Pot Is Hot! --
Women: The New "Shoppers in Chief" --
Gay and Lesbian Consumers: Sincerity Is the Best Policy! --
Sensorial experiences --
the uncharted territory of branding --
Introduction: A Sense of Strategy --
Sounds That Transport --
Colors That Mesmerize/Symbols That Captivate --
Tastes That Tantalize --
Shapes That Touch --
Scents That Seduce --
Conclusion: Soothe the Senses: Some Peace, Please! --
Imagination --
innovation is a brand's best friend! --
Introduction: Thinking Out of the Box --
Sensory Design: The New Branding Power Tool --
Emotionally Charged Identities: Unforgettable Brand Personalities --
Retailing with a Passion: Sensational Stores of Tomorrow --
Brand Presence with Presence: A Fresh, New Approach --
Emotional Packaging: The Half-Second Commercial --
Emotional Advertising: Not Gratuitous, but Relevant Emotions --
Vision --
inspiration for change: how to get there from here --
Introduction: E-motions --
Branding Emotions on the Web: The (Real) Future of Cyberspace --
d/g*'s Recipes for Emotional Branding Strategies --
Key Trends for the New Millennium
ER  -