Discovering business opportunities

Designer , writer, producer, photographer& keynote speaker Marc Gobe, is the author of the best selling book Emotional Branding. His philosophy has created a movement and forced a consumer driven thought process on how to connect brands with people from a rational to an emotional perspective.
As former President and CEO of Desgrippes Gobe /Brandimage one of the top 10 design firm in the world he brought on a new vision and approach to Design that changed Branding forever.
Now, as President and the leading force behind his new Think Tank Emotional Branding LLC, Marc brings innovation and consumer understanding into all the hidden corners of the  branding process by producing documentary films on Emotional Events that impact brands  and consumers. Sao Paulo was his first stop: a city whose mayor banned all form of outdoor advertising.
Clients such as Air France,  Abercrombie and Fitch, Ann Taylor, Starbucks, Telefonica, Victoria’s secret or Coca Cola Trusted Desgrippes Gobe to create the experiences that made their brand famous in people’s heart.

Dear Marc, thank you very much for dedicating your time!

“It’s not just the skills that are important , it’s the ability to emote”.
Steve Jobs. Fortune magazine 2008

1. Today the consumer has more choices than ever and can access more information about products and brands easier than ever. In what manner the emotional branding can respond to these new business realities?

Emotional branding is about understanding people’s reality. Consumers today have more choices and more information’s but are they happier? In an economy that is inflationary and where even the cost of food and gas become prohibitive the notion of a consumer economy loses a lot of its meaning. Relying on more consumption to create jobs and survive requires a new set of rules and understanding.

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Mack Collier, Social Media Marketing Consultant, Editor/ Blogger about social media, community empowerment, and the death of big music labels at The Viral Garden

Thank you Mack, for sharing your ideas! 

1. The market realities and the marketing are changing. How social media influence these changes?

I think that marketers have slowly begun to appreciate the power of word-of-mouth in recent years.  And social media just makes it that much easier for customers to create and share information and content.  As marketers begin to get a handle on what social media is and why it’s important, I think they are beginning to incorporate social media into their marketing plans.

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Geoff Livingston, CEO  Livingston Communications  (a company specialised in public relations and social media), Marketing, PR and New Media Strategist, Author of the book “Now is gone”

1. Nowadays a new (and old in the same time) term has appeared – c2c (consumer-to consumer). What is the importance of c2c marketing and how marketers should deal with?

My big issue with the term “C2C” marketing is that it assumes consumers make a conscious decision to market products. That’s not necessarily what’s happening, although affiliate programs and eBay are certainly examples of true C2C.

When Word of Mouth (WOM) referrals occur it’s because a customer believes in a product.  The brand promise of marketing has been matched by the actual user experience.  Thus, they are happy to confirm the marketing and lend their credibility to the product/service/solution.  This is third party credibility, a result of good public relations using social media tools, not a conscious paid-for-marketing action. 

Word of mouth cannot be paid for so easily.  It can be inspired, but products and services must also be inspiring.  Marketing can only accelerate the consumer’s excitement for a product they would generally like anyway.  At the same time marketing and WOM can also accelerate a bad product’s failure.

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