“I sometimes say that my job is to reveal personalities. We want to give brands character and we want to give them meaning.”—Joël Desgrippes

In Joël Desgrippes and Marc Gobé on the Emotional Brand Experience, the expertise of the world-renowned Desgrippes Gobé team is shared on a design subject for which they are widely recognized—emotional branding. The authors provide practical information, explaining the design process and the intricacies involved by showcasing sketches, notes, and final pieces. Through detailed case studies, the challenges of particular projects are presented to better understand how Desgrippes Gobé achieved the end result. Q&As with Joël Desgrippes and Marc Gobé are also featured.

Case studies presented in the book, include:
AOL, Banana Republic, Coca-Cola, Evian, Gillette, Godiva, Tour de France...

Joël Desgrippes and Marc Gobé on the Emotional Brand Experience
By Anne Hellman with Desgrippes Gobé
Rockport Publishers
July 2007
$45.00 hardcover
ISBN: 978-1-59253-260-5
208 pages/300 full-color photos

In this book branding expert Marc Gobé moves beyond the concepts he first introduced in Emotional Branding by analyzing in depth the new language that has been and could be created to communicate an emotional message—the language of design.

A visionary approach to building powerful brand loyalty, this groundbreaking book shows marketers of any product or service how to engage today's increasingly cynical consumers on deeper emotional levels. Case histories from the author's 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.

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.