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Title: How to Market to the Heart as Well as the Head
Review: This is a great book. If you feel that people largely buy products and services for emotional reasons, and you want to learn more about branding strategies that address consumer emotions, this is for you. I would recommend you first read Lisa Fortini-Campbell's exceptional little book, "Hitting the Sweet Spot", then Chapters 3 and 10 (on "Brand Design" and "Advertising Strategy", by Bobby Calder, Steven Reagan and and Brian Sternthal respectively) in the new book by Dawn Iacobucci, "Kellog on Marketing" and then finish with "Emotional Branding". The Gobe book pulls everything together, yet maintains an unwavering, retriever-like focus on leveraging buyer emotions. Some of the new books like Hill and Rifkin's "Radical Marketing" stress the importance of buyer empathy and passion for the brand, but I have yet to read a book as good as "Emotional Branding" which tells the reader HOW TO DO all of these things.
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