Emotional Branding: The New Paradigm for Connecting Brands to People by Marc Gobe

Author:Marc Gobe
Language: eng
Format: mobi, azw3, epub, pdf
ISBN: 9781581157376
Publisher: Allworth Press
Published: 2010-04-21T14:00:00+00:00

Lancôme has always retained control of the voice, the reason, and the signature behind the products, regardless of who the company’s ambassador is. Lancôme is warm and approachable, yet classy and elegant. It is about “la femme,” the universal woman, and it crystallizes this universal woman’s aspiration.

The Lancôme identity reflects this multidimensional brand character through its powerful visual symbols. The Lancôme identity is an identity that is “personal” and designed for “contact” through its flexibility. Myths need symbols, and Lancôme’s layered graphic expression creates a bridge between the brand and women worldwide. It puts the final accent on a wonderful story . . . the eternal beauty of the rose.

The story I created with my team for Ann Taylor was the personalization of the fictitious “Ann.” Sally Frame Kasaks, the president of Ann Taylor at the time (1992), was convinced that in order to turn around a retail brand that had lost a great deal of its cachet, consumers, as well as everyone in the organization, needed to be turned on by a new concept. Our SENSE® program this time was a collaborative exercise with the top twelve managers and buyers from Ann Taylor. It injected a new spirit and passion into the company and steered everyone involved with the brand in a clear direction. The story we built around the brand was so developed and realistic that people in the organization associated themselves in a very personal and emotional way with the independence, truthfulness, elegance, and approachability of the Ann Taylor character we created—even internalizing some of these perceived qualities. Often, managers reviewed products in the new collection and comment, “Ann would never do this,” or, “This is very consistent with her voice”! On the basis of this visual strategy and story, we developed a new logo, a unique packaging program, the flagship stores in San Francisco and New York, and an ad campaign that resonated successfully with a new, younger consumer group of professional women who started to shop at Ann Taylor again. This identity program was one of the most integrated programs we have ever done, and it made Ann Taylor one of the premiere moderate-priced clothing brands for professional women in America.

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