Design is the glue between people and corporations.

But brands can sometimes give splintered messages and forgettable offerings that don’t excite people.

Between advertising, packaging, product design, public relations, Web communication, and the look and feel of their company’s workspaces, every message must fit together;

nothing can be left to interpretation.

Brand Jam by Marc Gobé

Understanding major shifts in the way people relate to brands is a critical step in comprehending the public.

People gravitate toward brands that speak to them in a very clear, honest, and uplifting fashion.

Brand Jam by Marc Gobé

Brands have become a source of reference, a visual, verbal, sensoral language that helps to communicate our feelings, beliefs, and emotions.

People will go a long way to get the brands they love.

Branding has become culturally connected.

Brand Jam by Marc Gobé

From the naming of the company to the tone of the advertising and the flair of a retail space or Web site, a brand’s emotional personality must reflect a tight set of emotional values deployed in a consistent way.

Brand Jam by Marc Gobé

Consumers need to find brands that will help them experience and express their emotions sometimes in contradictory ways.

When brands are copycats of each other, they do not represent the vast array of emotions people want and need to experience.

Then there is a rejection of the ‘expected’ until new ideas appear in the marketplace.

Therefore, brands need to be very clear about which emotions they want to emulate, since that clarity will be a huge competitive point of difference.

Brand Jam by Marc Gobé

There is a serious commitment that needs to be made when building emotional brands.

Don’t go there if you are not ready for a commitment.

Emotions can be volatile and powerful, particularly when trust is broken.

Brand Jam by Marc Gobé

Since emotions are so potent, it is important to handle them carefully when trying to create an emotionalized brand strategy.

Emotions can make or break a brand, and once a mistake is made and you have an explosion, it can be very difficult to put the pieces back together.

The stronger the emotional territory, the longer the brand impact will be – for better or worse.

Emotional Branding by Marc Gobé

A person who prefers a preppy classical look might be a big fan of rap artists or find a safe emotional digression in rap that allows him or her to express a rebellious side.

In the nuances of a brand personality people find personal meanings.

Brand Jam by Marc Gobé