Branding: Ten Commandments of Emotional Branding

1. from consumers → to people
consumers buy, people live

2. from product → to experience
products fulfill needs, experiences fulfill desires

3. from honesty → to trust
honesty is expected. trust is engaging and intimate. it needs to be earned

4. from quality → to preference
quality for the right price is a given today. preference creates the sale

5. from notoriety → to aspiration
being known does not mean that you are also loved!

6. from identity → to personality
identity is recognition. personality is about character and charisma!

7. from function → to feel
the functionality of a product is about practical or superficial qualities only
sensorial design is about experiences

8. from ubiquity → to presence
ubiquity is seen. emotional presence is felt

9. from communication → to dialogue
communication is telling. dialogue is sharing

10. from service → to relationship
service is selling. relationship is acknowledgment

from Emotional Branding by Marc Gobe

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