Emotional Branding is a virtual movement. It began in 2001, when a profoundly different brand design strategy was developed from the creation of Marc Gobé’s bestselling book. The Emotional Branding strategy marked a simple but revolutionary shift in thinking: placing the consumer, not the product, at the forefront of a brand’s strategy. Marketing in the 20th century had deviated from this basic principle, adopting a guerrilla-warfare, “us (the marketers) against them (the consumers)” mentality.
Emotional Branding has opened the pathway to an entirely new kind of thinking, which explores how brands can connect with people in a more sensitive and humanistic way and touch people profoundly at the level of the senses and emotions.
One of the most amazing discoveries of Emotional Branding has been that by empowering consumers, brands are ultimately empowered themselves. Emotional Branding allows a brand to own a unique and compelling strategic, visual, tactical and verbal vocabulary—creating a rich personality that enables the brand to stand out completely from the competition and win people’s hearts.
The Emotional Branding strategy has been successfully implemented by Desgrippes Gobé with some of the world’s most-loved brands, both on a domestic and global level. Companies like Coca-Cola, AOL, Godiva, Victoria’s Secret and Estée Lauder have recognized the concept’s power and used it to revitalize their brands, with enormous success.