BRANDJAM: HUMANIZING BRANDS THROUGH EMOTIONAL DESIGN
Book ID/图书代码： 06840007B15429
English Summary/英文概要： A breakthrough book by the author of the best-selling Emotional Branding and Citizen Brand
* Insider’s look at creating powerful, compelling brands and identities
* Exciting new ideas for using design to drive consumers to embrace brands
Brandjam, the follow-up to the groundbreaking best-seller Emotional Branding, presents a powerful new concept from renowned designer and business guru Mark Gobé. The Brandjam concept is about innovation, intuition, and risk. Gobé 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.
Chinese Summary/中文概要： 全球暢銷書《高感性品牌行銷》以及《公民品牌，感性行銷》作者最新大作，具突破性的觀點:
1. 深入探討如何創造有效且令人信服的品牌以及認同感
2. 運用創新的設計觀念讓顧客欣然接受並擁抱品牌
品牌形象大師Mark Gobé延續其作品《高感性品牌行銷》，提出更新的品牌概念。Mark Gobé於《高感性品牌行銷》提出品牌是人對人的事業，而非工廠對人的產業，品牌應為消費者帶來更好的生活品質，建立企業與消費者更緊密的情感連結。
而此書中更告訴我們如何將設計的概念運用於品牌之上，讓公司形象更有生氣，創造一種無法抵擋的訊息，讓產品形象悄然建立於消費者心中，產生一種直覺性的觀點；讓消費者與品牌產生共鳴，認同品牌，相信品牌會帶來更愉悅的生活。作者認為設計代表著一個公司的個性，也是公司通往全球的窗口。書中啟發性觀點，揭示了品牌對其效忠者的革命性影響。
Awards/获奖情况：“As nature teaches us creativity by fusing form and function in the most effective way, Marc’s book shows us a powerful creative innovation paradigm: the combination of music, design, and branding.”---Franco Lodato, Vice President, Design Exploration and Development, Herman Miller, Inc.
“In Brandjam, Marc Gobé presents an inspired view of the intersection of design, experience, and brand. As business focus shifts to experience and emotion, design is coming center stage, and this book sets the course of action. Gobé is a master at weaving cases with learned insight, to help the reader not only see the big picture, but how to get there. Brilliant.”---Thomas Lockwood PhD President, DMI, The Design Management Institute
“Brandjam is Marc Gobé’s most provocative expression yet of his unique passion for brands and design. As one of our times’ master brand architects, Gobé deconstructs for CMOs and CEOs alike the transforming power of design for brands and business cultures. A provocative book in a century where design is the new shared emotional language among consumers. A must read.”---Patrick Bousquet-Chavanne, Group President, The Estée Lauder Companies Inc.
“Once again, Marc Gobé’s intuitive genius has taken marketing communications to a new level. In this book, Marc teaches us how to ‘leverage the design process to unleash a brand’s potential for innovation’. While many marketers still struggle to integrate prescient tenets that filled Marc’s first book, Emotional Branding, he has taken us to yet another level. Leaders must pay attention to this book”.---Bob Barocci, Advertising Research Foundation President/CEO
“The genius of Marc Gobé is his understanding that the consumer is and always has been more important then the brand itself. Combining that simple and obvious concept with communications, insight, and design makes Brandjam a powerful and compelling roadmap for successful branding.”---Rochelle Bloom, President of The Fragrance Foundation
"Marc Gobe understands that design and experience are at the heart of successful brand innovations, those that capture and excite the consumer. Brandjam gives us another example of Gobe’s skill in building effective emotional appeals that resonate with today’s consumers."---Professor Stephan Kanlian, Chairperson Master’s Degree Program: Cosmetics & Fragrance Marketing and Management Fashion Institute of Technology (FIT)
About the Author/作者介绍： Mark Gobé是Desgrippes Gobe集團（www.dga.com）創立人、董事長、執行長，Desgrippes Gobe為世界前十大品牌形象設計公司。馬克‧高貝畢業於巴黎工業設計專業學院（Ecole Professionnelle de Dessin Industriel），曾負責可口可樂全球新識別與包裝設計，服務的客戶包括：可口可樂、IBM、Reebok、星巴克（Starbucks）、吉列（Gillette）刮鬍刀、法國航空（Air France）、高級女裝Ann Taylor、女性內衣維多莉亞的祕密（Victoria Secrets）以及Godiva巧克力等。
作者前兩本書：《高感性品牌行銷》（Emotional Branding, 藍鯨出版）以及《公民品牌，感性行銷》（Citizen Brand）暢銷全球。Mark Gobé也榮獲好幾個國際設計大賞，目前居住於紐約。
Mark Gobé is the founder, chairman, and CEO of Desgrippes Gobe, one of the world’s top ten brand image creation firms. His previous books are Emotional Branding, reviewed and revered around the world, and Citizen Brand. Gobé, the winner of several international design awards, lives in New York City.
Format:照片
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE(到期可授)
Complex/Traditional Chinese/繁体中文：AVAILABLE(到期可授)
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