Marketing and PR Converge to Build Emotional Bonds with Customers

Earlier this year, New York artist Paul Richard struck a deal with the Kmart in his neighborhood to display his art in the store's café. At times, his work pokes fun at the
discounter - but its self-effacing presence in the store has opened up a dialogue and has endeared the retailer to its funky East Village community. According to Marc Gobé, author
of the new book, Emotional Branding: The New Paradigm for Connecting Brands to People, this is a strategic course Kmart needs to maintain if it is going to rebound from its
current low earnings and compete with Wal-Mart and Target. Today's strongest brands are those that are turning everyday customer transactions into special events and relationship-
building experiences. PR NEWS caught up with Gobé to discuss the role of the communications counselor in the equation: