Love, joy, sadness, optimism, fury, surprise… are some of the many emotions that human beings feel. But how can we use these emotions to benefit our brands and products?
Surely many of you had the opportunity to read the book Emotional Branding by Marc Gobé, which was released in 2005 and translated into many languages. This text is a classic of innovation and marketing. When I first read it over 15 years ago it was very inspiring for many of the papers and articles I have published over the years. The book has a very interesting message: “From the perspective of emotional branding, design must respond to people’s emotional needs and their desire for sensory pleasure. This work requires passion, honesty and above all a desire to improve the world in – Does it sound utopian and radical to you? – Well, ask the people on the street, everyday people”. In this column, we will look at some…