Books

Brandjam: Humanizing Brands Through Emotional Design

(Published in 2007)

“Design is to branding as jazz is to music,” says Marc Gobé.  In this book he advances the theory that power of intuition and creative participation is the best way to create innovation in an emotionally driven economy.

“Unless the business world starts to ‘jam’ with consumers the way designers do, very little progress will be made in creating growth in the market place.”

In his foreword to the book, Yves Behar, the iconic designer of his generation, writes:

“More than at any other time, we need designs that are not only new, but that contain a new humanism, that embody the human challenges we face now and those to come.”

With Brandjam, Gobé explores compelling ways marketers, designers, and consumers can be brought together around the language of design. Referring to such corporations as Procter & Gamble, Starbucks, Apple, Target or BMW, among others, he emphasizes the importance of connecting with consumers’ deepest and somehow unmet desires.

This is the true spirit of the design and creation process and proof that through passion and emotion, brands can communicate without ever having to say a word.

Brandjam has just been published in Brazil and now available

in Portuguese through our site

(Published in 2010)

Citizen Brand: 10 Commandments for Transforming Brands in a Consumer Democracy

(Published 2002)

Marc Gobé builds on his highly successful Emotional Branding theory with Citizen Brand, a powerful new concept designed to help companies earn the trust of today’s consumers through socially responsible brand strategies. Gobé argues that corporations need a new vision to survive in the present “emotional economy,” challenging them to develop a more compassionate approach to branding.

Filled with timely demographics on evolving trends, powerful cases from advertising and retail, and practical examples from the author’s own experience, Citizen Brand is a powerful tool for CEOs, marketing and advertising managers, and graphic designers seeking to understand how “ citizen brands” with a cause build advocacy and inspire a fiery sense of allegiance among today’s younger generation

Marc Gobé and Joël Desgrippes and on the Emotional Brand Experience

(Published in 2007)

Desgrippes Gobé ( now brandimage ) is an internationally sought-after firm that leads the industry with groundbreaking work.

This exciting new book shares the widely recognized emotional branding expertise of the world-renowned Desgrippes Gobé team. The authors provide practical information by reviewing their own work.

Using sketches, notes, and final pieces, Desgrippes Gobé reveal how to bring an emotional appeal in the design process through a consumer driven passion that have made their client so successful. Speaking candidly about client expectations, they explore successes of particular projects to help readers understand how to connect brands with people through the power of design. This unique “master class” provides readers with a better understanding of how to create design and branding strategies that make a difference on an emotional level.

Desgrippes Gobé/Brandimage (brand-image.com) is one of the world’s top 10 brand image creation firms and specializes in award-winning identity, product, packaging, retail, and Web design. Clients include Coca-Cola, IBM, Victoria’s Secret, Ann Taylor, Sears, Godiva, Saks, Reebok, Versace, Lancôme, Starbucks, and Gillette

Emotional Branding: The New Paradigm for Connecting Brands to People

(Original Publication 2001) – Has since been translated into 17 Languages with updated revision published in 2010

Build powerful brand loyalty with Marc Gobé’s visionary approach, detailed in his bestselling book, The New Paradigm for Connecting Brands to People. This groundbreaking publication shows marketers of any product or service how to engage 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, and then show how all five senses can be used as powerful marketing tools to respond to those trends.