Brandjam Humanizing Brands Through Emotional Design 1st Edition by Marc Gobe ISBN 1581156227 9781581156225

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ISBN 10: 1581156227

ISBN 13: 9781581156225 

Author:  Marc Gobe 

Brandjam, the follow-up to the groundbreaking best-seller Emotional Branding, presents a powerful new concept from renowned designer and business guru Mark Gobe. The Brandjam concept is about innovation, intuition, and risk. Gobe explains how design is the “instrument” companies can use for jazzing up a brand—how design puts the face on the brand and creates an irresistible message that connects buyers to the product in a visceral way. Using jazz as his metaphor, he shows how the instinctive nature of the creative process leads to unusual solutions that make people gravitate toward a brand and make brands resonate with people by bringing more joy into their lives. It explores how design represents the personality of a company and provides its window to the world. Brandjam is an inspiration for brands and people as it reveals the transforming impact brands have on their audience. • Follow-up to Emotional Branding—50,000 copies sold in nine languages • Insider’s look at creating powerful, compelling brands and identities • Exciting new ideas for using design to drive consumers to embrace brands

Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don’t aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.

Table of contents:

1. Foreword: Design Is More
2. Preface
3. Transformative Jazz
4. The New Sound of Design
5. Ideas That Are Fundamental to Brandjam
6. Why Another Book?
7. Shifting Your Vision to Resonate with People

Introduction: Coca-Cola’s New Wave
8. Emotional Design
9. What’s in a Color?
10. The Dynamic Ribbon Returns
11. Putting the Project into Perspective
12. How Can We Not Change?
13. How That Little Bit of Yellow Jazzed Up the Brand
14. Brandjamming with Coca-Cola
15. It’s More Than Design Aesthetics
16. Five consumer insights: design inspiration
17. Remembering Jazz: A Young Frenchman’s Perspective
18. Jazz, Design, and the Brand
19. Designing the Future
20. The Days of Reckoning
21. Jazzing Up: For the Brand, but Not Limited to It
22. What Can Design Do for You?

Postmodern Dreams
23. The Postmodern Revelation
24. Postmodern Deconstruction
25. Reframing the World through Brand Impressionism

Innovation Comes from the Margins
26. Skateboarding as Design Inspiration
27. “I See Everything through the Pop Culture Lens.”
28. Design Inspires Communities: New York City and the Margins of an Impossible Dream

Emotional Design Is Feminized Design
29. The Woman Consumer is Leading the Design Trend
30. What Women Want
31. Hotels as Homes Away from Home
32. Closing the Generation Gap
33. Expressing Who We Are
34. Nike’s Reality Anatomy
35. From Kitchens to Babies’ Rooms
36. The Workplace Welcomes Women…Gasp!
37. Technology Takes on the Feminine Touch
38. Cars by and for Women
39. World Feminization

Welcome to the Twenty-first Sensory
40. Restaurant Jean-Louis
41. International Flavor & Fragrances: The Love of the Flower
42. It Starts with a Flower
43. Brandjamming Sensorial Experiences
44. Listen to the Brand
45. Design a Soap That Feels Like an Ice Cream
46. The Flavor of a Wine Fragrance

Design Democracy
47. In Turka Cola Country…Aspiration!
48. Design to Survive
49. Today’s Design for Tomorrow’s Pleasure
50. P&G’s Freedom Brands
51. In Mexico…Brand Democracy!
52. Activism is Standing Up for the Brand
53. Seven brand shifts: design exploration

Think Emotional Identity
54. Defining the Soul and Gut of a Company
55. An Emotional Identity Must Affirm or Reclaim Its “Emotional Focus”
56. The Five Primary “Emotional Drivers”
57. The Truth Builds People’s Loyalty
58. So, what’s in a Logo?
59. Daring to Stand Out: AOL in Focus What’s in a Star?
60. Naming
61. Emotional Identities Are the “CEO” Essence
62. What One Duck Can Mean
63. Watch That Attitude

Think Brand Iconography
64. Creating and Building a Visually Compelling Message
65. Target Again!
66. Let’s Have a Vodka
67. The Bahamas, Islands of Many Surprises
68. “Dirt Is Good”: Repurposing the Visual Language of Dirt
69. Coca-Cola’s Emotional Iconography
70. The War of the Icons
71. Air France’s Visual Touch
72. Urban Art as an Emotional Message
73. Cirque du Soleil
74. Typography, or the Language of Iconicity

Think Advertising as “Experiences”
75. Freedom of Choice
76. Advertising Is No Longer in Step with Consumers
77. TV Does Not Know Who You Are-the Internet Does
78. Against the Tide
79. One Hot Ticket
80. Don’t Just Shoot the Messenger: Fix the Product
81. Has the Communication Business Lost Its Soul?
82. Where Have All the Creatives Gone?
83. The Brand Message Is Up for Grabs
84. Branding Is More Than a Commercial
85. Advertising Today Does Not Have All the Answers and Will Never Have Them
86. The End of Advertising as We Know It
87. How to Be an Experience
88. When the Promise Is Delivered

Think Retail as “Advertising”
89. Pop Up Your Message
90. Connecting Emotionally through Retail
91. “Welcome to Galleria Illy: A Gallery, a Library, a Theatre, a University, and the Most Authentic Espresso in New York”
92. The Natural Billboard
93. Fusion Advertising at Last! A Jazzed-Up Idea
94. Branded Architecture Is Advertising
95. The “Sensurround” Experience
96. The Apple Store: How Innovation Connects to Every Aspect of Our Lives
97. The Brand Retailing of Cars
98. Luxury Brand Retailing
99. Brand Retailing for Retailers: An Oxymoron?
100. Creating a Humanistic Brand Haven

Think Design Research
101. Visual Research Leads to Imaginative Solutions
102. Emotion, Imagination, Observation
103. Emotion: Design and the Subconscious
104. Imagination: Design through Visualization
105. Observation: Research through the Designer’s Eye
106. Brandjam: Finding Insight through Collaborative Discovery
107. Research Designers Crave

Think Commodity to Design (Not!)
108. China Invents
109. The IDSA: A New World of Design
110. The Marketing Shift: Branding Needs Courageous Design
111. Do You Speak Design? Parlez-vouz Design? Sprechen Sie Design?
112. People Are Ahead of Design…
113. A Competitive Edge Herman Miller

Think Emotional Customization
114. Better Living through Design: Personalizing a Brand by Giving It a Function
115. Assuming One’s Own Identity: We Do Not Live in a “One-Size-Fits-All” World

Conclusion: The Brandjam Center
116. It’s Time to Start Jamming
117. Acknowledgments
118. Notes
119. Index

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Tags: Marc Gobe, Brandjam, Humanizing, Brands, Emotional Design