emotional branding

• Either way, Gobe has written ten commandments of emotional branding.
• First, from consumers to people. Consumers buy. People live.
• Second, From product to experience.  Products fulfill people's needs. Experiences fulfill desires.
• Third, from honesty to trust. Honesty is expected. Trust is engaging and intimate.
• Four, from quality to preference.   Quality for the right price is a given today.   Preference creates the sale.
• Number five, from notoriety to aspiration, being known does not mean that you are also loved.
• Number six, from identity to personality.  Identity is recognition.  Personality is about character and charisma.
• Number seven, from function to feel. The functionality of a product is about practical or superficial qualities only. Sensorial design is about experiences.
• Number eight, from ubiquity to presence. Ubiquity is seen.  Emotional presence is felt.
• Nine, from communication to dialog.  Communication is telling, dialog is sharing.
• Number ten. From service to relationship.Service is selling, relationship is acknowledgement.  
• Basically, people love brands, but brands don't love back.This book is an effort in evaluating how to change that. Again, very marketing and advertising heavy. But still relevant, when in the design process, in determining color and typographic systems.