Case histories from the author's high-profile client list analyze demographic and behavioral shifts in populations and retail distribution channels, then show how all five senses can be used as powerful marketing tools to respond to those trends. Chapters detail how to develop strong brand personalities, customize brand presence to different consumer groups, use brand strategies in packaging and display, and facilitate breakthrough strategies for the Web.
Marc Gobé is president, chief executive officer, and executive creative director of Desgrippes Gobé, one of the world’s top ten brand image creation firms specializing in identity, product, packaging, retail, and web design. Over the past 25 years, he has created breakthrough emotion-driven brand design strategies for clients such as Coca-Cola, IBM, Victoria’s Secret, Ann Taylor, Sears, Godiva, Saks, Reebok, Versace, Lancome, Starbucks, and Gillette. He serves on the board of the Brand Design Association, has taught at the prestigious Ecole Superieur de Design in Paris, and regularly speaks at conferences worldwide on marketing and design.