economics

My biggest complaint on branding (and any marketing books) is the fact that many authors suggest very grand ideas with little back up or prescriptive methods of application. I have been unable to put this book down (and I bought 3 other brand-related titles at the same time--no such problem with those). The logic and organization of the book is easy to follow, and the techniques make sense. I find every section has a practical application to my company and work-related projects.

Of these applications, many I will apply to my work, and many others I will pass along to my company's upper management. Had I found Gobé's emotional branding first, there would be a need for fewer books in my branding library.

Useful, concise, and practical.

This book has a lot of added value. It not only puts abosulutely everything we know about branding into a totally fresh, groundbreaking perspective that works in the new economy, but it is full of useful information, revelatory research, detailed processes for brand development and fascinating case studies. It is not just another book talking about branding, it shows the reader precisely HOW to reach consumers on an emotional level that will inspire long term loyalty - a rarity in today's market!

As VP of Marketing at a Fortune 500 company, I have read all the hot branding book titles over the past few years as well as the arch-classics, and this is one of the very best of them all - if not the best! I found myself avidly taking notes, and also spurred on to many exciting ideas for my business.

I look forward to Gobe's next book!

Problems: there is a lot of useless commentary; Gobe pushes political correctness in advertising; he generalizes about Baby boomers, Generations X and Y; he often supplies only anecdotal evidence for his ideas. On the other hand, he seems sincerely interested in the subject, and there's some real insight underneath all the BS. About what you would expect from an Ad executive.