August 18, 2011
Marc Gobe speaks about emotional branding cities and advertising
By Frances V. Ryan
Earlier this summer, nearly 800 business leaders from 19 countries attended the Sustainable Brands Conference in Monterey, California. The global sustainable brands community is made up of sustainability, brand, and design professionals from global companies, socially responsible start-ups, investors, NGOs and government officials as well as service and solutions providers. The annual conference has become the locus for individuals and companies around the world that are committed to leveraging sustainable innovation as a driver of business and brand value.
One of the prominent speakers at the conference was Marc Gobé. Gobé co-founded Desgrippes Gobé, one of the world’s top five global branding firms when the company was sold in 2008. Gobé is considered a pioneer in combining the disciplines of brand strategy, human factor research, product and graphic design and architecture to emotionally engage consumers along different points of the brand experience.
His client representation has included Coca-Cola, Air France, AOL, Estée Lauder, Banana Republic, Victoria’s Secret, IBM, Johnson & Johnson, Hy-Vee, Samsung and others. In 2008 Gobé created Emotional Branding LLC, an experimental think tank, as both a branding best practice standard and visionary branding philosophy. He believes that his clients are best served by fostering their brand’s emotional relationship with those consumers who care about their impact on the world. As an advertising professional, Gobé is concerned about the impact of outdoor advertising on brands.