Ten Commandments of Emotional Branding

from Emotional Branding by Marc Gobé

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