el passion

Marc Gobé from EmotionalBranding.com puts forth ten perspective shifts in his book that will help you make the crossover from traditional branding to 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.

4. from quality to preference:
quality for the right price is a given. 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 the practical.
the feel of a product is about the sensory experience.

8. from ubiquity to presence:
ubiquity is seen. emontional presence is felt.

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

10. from service to relationship:
service is selling. relationship is acknowledgement.