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Author : John O'Shaughnessy,Nicholas Jackson O'Shaughnessy
Publisher : Oxford University Press on Demand
Page : 283 pages
File Size : 54,6 Mb
Release : 2003
Category : Business & Economics
ISBN : 9780195150568
Table of contents
Author : Scott Robinette,Claire Brand
Publisher : McGraw Hill Professional
Page : 284 pages
File Size : 55,6 Mb
Release : 2001-01-20
Category : Business & Economics
ISBN : 0071374477
To its millions of loyal customers world-wide, the Hallmark brand stands for more than just greeting cards; it embodies the elusive item every company hopes to capture—the customer’s heart. Hallmark has found that one of the keys to attaining superior customer loyalty is through emotion. Now for the first time, Hallmark reveals its groundbreaking strategy: Emotion Marketing. This strategy can help any company create an emotional bond with customers for a competitive advantage in the marketplace. Emotion Marketing will reveal: • How emotion works to cement customer loyalty • The 3 Emotional E’s—Equity, Experience, and Energy Scott Robinette (Kansas City, MO) is General Manager of Hallmark Business Expressions. Claire Brand (Kansas City, MO) is Customer Marketing Manager at Hallmark. Vicki Lenz (Atlanta, GA) is a writer, consultant, and speaker on business, leadership, and marketing.
Author : Neill Duffy,Jo Hooper
Publisher : John Wiley & Sons
Page : 264 pages
File Size : 40,6 Mb
Release : 2004-11-19
Category : Business & Economics
ISBN : 9780470869406
In a world of switched-off and disenchanted consumers, the time is right for a new approach to communicating with customers. Passion Branding is that approach. Centred on a passionate relationship between brand and consumer and the leverage of that passion in order to create value for all involved in the relationship, Passion Branding can be a great way to drive brand awareness at a fraction of the cost of traditional advertising, particularly for brands that don't enjoy high emotional affinity with customers. Drawing on major case studies from around the world (including Shell and Ferrari, Hyundai and the FIFA World Cup, and Guinness and the Rugby World Cup) as well as interviews with top practitioners, Neill Duffy introduces Passion Branding, shows why it is about much more than simple sponsorship, and details the many areas in which this versatile business tool can play a role.
Author : Charles T. Kenny
Publisher : Trafford Publishing
Page : 130 pages
File Size : 48,9 Mb
Release : 2009-10-05
Category : Business & Economics
ISBN : 9781425130435
Dr. Kenny's Revolutionary New Book reveals the Inside Secrets of Right Brain Research... Get Inside the Mind of Your Target Audience. Learn how to access and leverage the critical emotional needs that cause consumers to choose one brand over another, access that traditional research cannot reveal. Emotional needs drive behavior. The Right Brain Way takes this powerful concept and details a proven methodology for uncovering the needs that motivate people to buy a product or a brand. Whether your objective is to increase market share or to gain a better understanding of your customers, The Right Brain Way reveals the intrinsic links between consumers' emotions and their wallets. The Right Brain Way is a must read for organizational leaders, business owners and top executives. This landmark book opens the vault on 51 years of Right Brain Research, bringing to light detailed proprietary insights previously available only to clients. The Right Brain Way will help you understand the power of emotion and how to access and leverage the key motivational drivers you need to differentiate your brand, establish the right strategy, optimize your messaging and gain a clear competitive advantage.
Author : Michael Sky
Publisher : Lulu.com
Page : 148 pages
File Size : 47,7 Mb
Release : 2011
Category : Breathing exercises
ISBN : 9781257378951
Author : Joanne Lynch,Leslie De Chernatony
Publisher : Unknown
Page : 29 pages
File Size : 53,8 Mb
Release : 2003
Category : Advertising, Industrial
ISBN : 070442455X
Author : Rafeal Mechlore
Publisher : Rose Publishing (CA)
Page : 0 pages
File Size : 41,5 Mb
Release : 2023-10-31
Category : Business & Economics
ISBN : 8196716257
"Captivating Audiences with Marketing Magic: Emotions" is an enchanting exploration of the transformative power of emotions in the world of marketing. This book takes you on a captivating journey through the art and science of evoking emotions to create memorable and impactful marketing campaigns. Key Features: Emotional Alchemy: Unlock the secrets of emotional alchemy and discover how marketers can turn raw emotions into compelling narratives and persuasive strategies that resonate with their target audiences. Psychological Resonance: Explore the psychology behind emotional resonance and how it forges deep connections between consumers and brands. Understand how these connections lead to customer loyalty and advocacy. The Emotional Landscape: Navigate the vast emotional landscape, from joy and surprise to fear and anger. Learn how different emotions are harnessed to trigger specific responses and actions in consumers. Storytelling Mastery: Delve into the art of storytelling and how emotions are used to craft narratives that captivate, engage, and inspire. Discover the strategies employed by successful brands to weave emotional tales that leave a lasting impression. Neuromarketing Insights: Uncover the latest neuromarketing research and how it provides valuable insights into the brain's responses to emotionally charged marketing messages. Learn how to leverage these insights to maximize the impact of your marketing efforts. Ethical Marketing: Reflect on the ethical considerations of using emotions in marketing. Examine the responsibility that marketers bear in ensuring their emotional appeals align with societal values and consumer well-being. Case Studies: Engage with real-world case studies from diverse industries, showcasing how brands have harnessed the magic of emotions to create unforgettable marketing campaigns and enduring customer relationships. "Captivating Audiences with Marketing Magic: Emotions" is an indispensable resource for marketing professionals, advertisers, and anyone passionate about the profound impact of emotional marketing. It offers a deep dive into the emotional triggers that inspire consumer actions, the science of storytelling, and the ethical boundaries of emotional marketing. This book empowers you to master the art of evoking emotions that not only captivate your audience but also drive business success.
Author : Vivian Dittmar
Publisher : Verlag Vcs Dittmar, Edition Est
Page : 200 pages
File Size : 40,5 Mb
Release : 2015-11-20
Category : Electronic
ISBN : 3940773166
Your Feelings determine who you are and how you live your life. Like most people, you probably spend a lot of time and money trying to create or avoid certain feelings. In order to liberate the true power of your feelings, you need to understand their real purpose. They are the keys to your emotional potential and intelligence. Learn why feelings like anger, sadness, fear and shame are really the key to your clarity, love, creativity, humility and natural authority - and how you can unlock it!
Author : Mario Natarelli,Rina Plapler
Publisher : Hatherleigh Press
Page : 240 pages
File Size : 52,9 Mb
Release : 2017-10-23
Category : Business & Economics
ISBN : 9781578266869
From Patagonia to Apple, Whole Foods to New Balance, we love our favorite products--and, by extension, the companies that provide them. The emotional connections we form with our beloved brands and services are important relationships--relationships that are potentially worth billions. In the fast-paced, constantly-changing world of the modern marketplace, brands must adapt or perish—strategies, methods, and techniques must evolve to remain effective and relevant. Are you using yesterday’s thinking for tomorrow’s challenges? Brand Intimacy details ways to build better marketing through the cultivation of emotional connections between brand and consumer. The book provides lessons for marketers and business leaders alike who are seeking to understand these ultimate brand relationships and the opportunities they represent. Divided into three sections, Brand Intimacy starts with Context and Understanding. This explains today’s marketing landscape, the effects of technology, consumer behaviors and the advancements around decision making. Through research we discovered that people form relationships with brands the same way they develop relationships with other people. This section provides guidance on how to think about complimentary concepts such as loyalty, satisfaction and brand value. We then explore and compare established approaches and methodologies and showcase why intimacy is a compelling new and enhanced opportunity to build your brand or market your business. The second section, Theory and Model reveals and dimensions the brand intimacy model and dissects it into steps to help you better factor it into your marketing approaches or frameworks. Here you will learn the core concepts and components that are essential to build bonds and the role emotion can play to help you achieve greater customer engagement. You can also review the rankings of the best brands in terms of Brand Intimacy. A summary of our annual research reveals the characteristics of best performers, the most intimate industries, and differences based on geography, age, gender and income. By examining the top intimate brands, we reveal and decode the secrets of the bonds they form with their customers. The third section is Methods & Practice, this details the economic benefits and advantages of a strategy that factors Brand Intimacy. Intimate brands are proven to outperform the Fortune 500 and Standards and Poors’ index of brands. Intimate brands create more revenue and profit and last longer. Consumers are also willing to pay more for a brand they are more intimate with. Conversely, we also explore a series of brand failures and lessons learned to help you avoid common pitfalls in brand management. We articulate the steps to build a more intimate brand as well as share a glimpse on the future where software will play a more important role in brand building. The book outlines a proprietary digital platform that we use to help manage and enable intimacy through collaboration, simulators and real-time tracking of emotions. Business and marketing owners face an increasing difficult task to build brands that rise above the clutter, engage more and grow. Brand Intimacy explains how to better measure, build and manage enduring brands. Brands that are built to inspire as well as profit. Written by experienced marketers and backed by extensive research, Brand Intimacy rewrites the rulebook on how to establish and expand your marketing. The book is equal parts theory, research and practice, the result of 7 year journey and a new marketing paradigm for the modern marketer.
Author : Xavier Quattrocchi-Oubradous,Charles Bal
Publisher : Harriman House Limited
Page : 182 pages
File Size : 55,7 Mb
Release : 2011
Category : Business & Economics
ISBN : 9781906659721
"Emoti-Coms" studies the role of emotions in marketing and communicating and offers leaders the knowledge, understanding, and tools to successfully use emotions in their communication to their stakeholders.
Author : Miriam Mennen
Publisher : GRIN Verlag
Page : 61 pages
File Size : 44,7 Mb
Release : 2010-03
Category : Electronic
ISBN : 9783640563821
Bachelor Thesis from the year 2005 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 70 % - A, New College Durham, course: BA (HONS) Management, Business and Administration, language: English, abstract: The business area of marketing has become increasingly important over the last few decades turning marketing activities into a critical success factor. Emotional benefits in marketing have received more and more attention and discussion because they work beyond the awareness of the customer and influence their buying behaviour. In an article from the Canadian Marketing Association, Glenn Livingston (2004) says that most of the people do not want to believe that they are or can be emotionally influenced by brands. They do not want to admit to using brands as a method of partially supporting their self-esteem but this is what makes the emotional benefit motivation such an important technique in marketing. It is the case that emotional benefits are so elusive and hidden that it makes them incredibly powerful and persuasive. Companies like Coca-Cola, Gillette or Victoria's Secret understand the art of accessing, with intelligence and sensitivity, the true power behind human emotions. They form their brands in a way that they become a face and a character in order to reach the overall aim: the identification of customers with the brand. Today's most successful brands have built relationships with consumers by engaging them in a personal dialogue that responds to their needs. In fact, many brands make the mistake of trying to force the emotional benefit by telling the customer directly. As soon as this thought is then put into language and made conscious, a person's adult mind will make rational decisions and realize that this product does not make them a different person. As Coca-Cola is the number one on the "Interbrand's Annual Ranking of 100 of the World's Most Valuable Brands", the researcher will take this brand as a
Author : Marc Gobe
Publisher : Simon and Schuster
Page : 352 pages
File Size : 45,6 Mb
Release : 2010-02-09
Category : Business & Economics
ISBN : 9781581157376
Emotional Branding is the best selling revolutionary business book that has created a movement in branding circles by shifting the focus from products to people. The “10 Commandments of Emotional Branding” have become a new benchmark for marketing and creative professionals, emotional branding has become a coined term by many top industry experts to express the new dynamic that exists now between brands and people. The emergence of social media, consumer empowerment and interaction were all clearly predicted in this book 10 years ago around the new concept of a consumer democracy. In this updated edition, Marc Gobé covers how social media helped elect Barack Obama to the White House, how the idea behind Twitter is transforming our civilization, and why new generations are re-inventing business, commerce, and management as we know it by leveraging the power of the web. In studying the role of women as "shoppers in chief, "and defining the need to look at the marketplace by recognizing differences in origins, cultures, and choices, Emotional Branding foresaw the break up of mass media to more targeted and culturally sensitive modes of communications. As the first marketing book ever to study the role of the LGBTQ community as powerful influencers for many brands, Emotional Branding opened the door to a renewed sensitivity toward traditional research that privilege individuality and the power of the margins to be at the center of any marketing strategy. A whole segment in the book looks at the role of the senses in branding and design. The opportunity that exists in understanding how we feel about a brand determines how much we want to buy. By exploring the 5 senses, Emotional Branding shows how some brands have built up their businesses by engaging in a sensory interaction with their consumers. Emotional Branding explores how effective consumer interaction needs to be about senses and feelings, emotions and sentiments. Not unlike the Greek culture that used philosophy, poetry, music, and the art of discussion and debate to stimulate the imagination, the concept of emotional branding establishes the forum in which people can convene and push the limits of their creativity. Through poetry the Greeks invented mathematics, the basis of science, sculpture, and drama. Unless we focus on humanizing the branding process we will lose the powerful emotional connection people have with brands. Critics hailed Emotional Branding as a breakthrough and a fresh approach to building brands. Design in this book is considered a new media, the web a place where people will share information and communicate, architecture a part of the brand building process, and people as the most powerful element of any branding strategy. Most importantly, it emphasizes the need to transcend the traditional language of marketing--from one based on statistics and data to a visually compelling new form of communication that fosters creativity and innovation. Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.
Author : Daryl Travis
Publisher : Crown Business
Page : 328 pages
File Size : 40,5 Mb
Release : 2000
Category : Business & Economics
ISBN : UOM:39015049741914
How do you launch a product in today's ultra-competitive and often saturated markets, break through the clutter, and develop strong and lasting customer loyalty? Get in touch with your customers' deepest emotions, of course. Emotional Branding teaches you the how's and why's of, "How does our product or service make our customers feel?" Author Daryl Travis (with a little help from Harry) leads you on a journey filled with colorful ideas and bottom-line lessons that will teach you how to instill brand loyalty in your customers. Whether you are a CEO, an advertising guru, or an innovative businessperson, you will discover how to use a brand's mystique to create powerful and lasting emotional connections with your customers. Travis also addresses: ·Branding as a product of intuitive thinking ·How people develop emotional responses to brands ·Bringing together a company's elements to form a brand ·Developing successful offshoot brands from existing ones ·And much more! Emotional Branding teaches you how to identify and empower your product's appeal and connect it to your customers' experiences with your product. The results unlock the secrets to emotional branding, enhance the brand-consumer relationship, and show you and your business new prosperity—all from discovering and applying these powerful new ways to use the "F" word, F-E-E-L-I-N-G-S. "Today's marketplace confusion can only be sorted out one way: by brand power. Daryl Travis's Emotional Branding sings, a book to savor and ponder. And, if approached in the right spirit, a book to change your worldview and renovate your bottom line. Hint: It's for finance and human resource folks as much as for marketers, as much for three-person architectural studios as for Virgin or GE execs." —Tom Peters, coauthor of In Search of Excellence "Every CEO's job is to create value and build assets, and every company's most formidable asset is its brand. Daryl's book is an important reminder that brands must be protected and nurtured. Read it, take it to heart, and expect some amazing things to happen in your business." —James Berrien, president of Forbes magazine "I've been in the business of building global brands for more than 25 years, and I've yet to read a better account of what it takes to make a brand. Apply all the analytics you want to a great company or brand and in the end you'll find it comes down to how people feel about it. This book reveals why." —Thomas Oliver, CEO of Bass Hotels & Resorts, former executive VP of marketing, FedEx
Author : Cassandra Worthy
Publisher : Hay House, Inc
Page : 241 pages
File Size : 45,5 Mb
Release : 2023-08-08
Category : Business & Economics
ISBN : 9781401971809
Dynamic corporate speaker and coach, Cassandra Worthy, introduces a growth mindset practice that helps readers to view change and the emotions surrounding it as a gift. Cassandra Worthy is a highly sought-after consultant, speaker, and Change Enthusiast, who is sharing her revolutionary approach for not only embracing change but using it to propel you to heights you never imagined. Only 10 percent of successful change adoption is about know-how; the other 90 percent is centered squarely on the motivation and willingness to accept the change. Cassandra explains that if you don't address the emotions surrounding change then your transformation journey will be stopped in its tracks. In this book, Cassandra will teach you to: Redefine your relationship to change Embrace "negative" emotions and use them for epic growth and transformation Make conscious, productive choices in the face of disruption of any sort Develop your resilience muscle View change as something that happens for you vs. to you Cassandra's practical yet inspiring strategies can inspire anyone to authentically embrace change and find their own unique power of resilience during turbulent times. Using insights gleaned from her life, those of her clients, and the tools and exercises she has refined over the years, Cassandra Worthy has written the playbook for anyone leading, influencing, going through, or embarking upon change.
Author : Ted Brader
Publisher : University of Chicago Press
Page : 297 pages
File Size : 49,7 Mb
Release : 2020-07-08
Category : Political Science
ISBN : 9780226788302
It is common knowledge that televised political ads are meant to appeal to voters' emotions, yet little is known about how or if these tactics actually work. Ted Brader's innovative book is the first scientific study to examine the effects that these emotional appeals in political advertising have on voter decision-making. At the heart of this book are ingenious experiments, conducted by Brader during an election, with truly eye-opening results that upset conventional wisdom. They show, for example, that simply changing the music or imagery of ads while retaining the same text provokes completely different responses. He reveals that politically informed citizens are more easily manipulated by emotional appeals than less-involved citizens and that positive "enthusiasm ads" are in fact more polarizing than negative "fear ads." Black-and-white video images are ten times more likely to signal an appeal to fear or anger than one of enthusiasm or pride, and the emotional appeal triumphs over the logical appeal in nearly three-quarters of all political ads. Brader backs up these surprising findings with an unprecedented survey of emotional appeals in contemporary political campaigns. Politicians do set out to campaign for the hearts and minds of voters, and, for better or for worse, it is primarily through hearts that minds are won. Campaigning for Hearts and Minds will be indispensable for anyone wishing to understand how American politics is influenced by advertising today.