Where’s the Love?

In his book, Emotional Branding: The New Paradigm for Connecting Brands to People (Allworth Press) author Marc Gobé describes what differentiates Wal-Mart from Kmart, and Apple
from Compaq. "Not all brands are created equal," he tells PR NEWS. Today's best companies aren't becoming leading brands through mass marketing. They're forming emotional bonds
with customers, investors, employees and community leaders through event marketing, "experiential" retailing and other humanistic PR strategies. Gobé, who is co-founder and
principal of the international brand image consultancy d/g*, shares his "ten commandments" mantra on effective communication in the age of consumer empowerment: