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:
1. From consumers to people. Consumers buy. People live. Avoid the mindset behind terminology such as "breaking down their defenses, decoding their language and
strategizing to win the battle."
2. From product to experience. Products fulfill needs. Experiences fulfill desires.
3. From honesty to trust. Honesty is expected. Trust is engaging . It has to be earned.
4. From quality to preference. Quality for the right price is a given today. Preference creates the sale. Levi's is a quality brand, but has currently lost its
preferential status. Victoria's Secret has achieved an enviable emotional connection with consumers today.
5. From notoriety to aspiration. Being known does not mean that you are also loved. Nike is still a notorious brand with great awareness, but is it as inspirational as
it used to be?
6. From identity to personality. Brand personalities are charismatic and evoke an emotional response. American Airlines has a strong identity, but Virgin Airlines has
personality.
7. From function to feel. Sensorial design contributes to the brand experience. Functionality can become trite if its appearance and usage are not also designed for
the senses. Absolut Vodka, the Apple iMac and Gillette razors are brands that are focused on presenting fresh shapes and sensory experiences consumers appreciate.
8. From ubiquity to presence. Ubiquity is seen. Emotional presence is felt. Most brand strategies are based on the concept of ubiquity, not quality. The fear that a
competitor might occupy a physical territory (e.g., a sporting event) becomes the motivator, instead of a focus on inventive ways to make a real, lasting connection.
9. From communication to dialogue. The bulk of most budgets is still spent on advertising that approaches consumers with the B-1 Bomber approach. PR has the potential
to speak to consumers where they "live." Real dialogue implies a two-way street.
10. From service to relationship. Service involves a basic level of efficiency in a commercial exchange. Relationship means that brand representatives really seek to
understand and appreciate who their customers are. (Gobé, 212/979-8900)