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Brandjam: Humanizing Brands Through Emotional Design
by Marc Gobe
A powerful new concept from brand design pioneer Marc Gobé. It is about innovation, intuition and risk.
It explores how design is the new communication tool and is the best “instrument” companies can use for jazzing up a brand. In the same way that Emotional Branding and Citizen Brand helped corporations to develop a new vision, Brandjam shows how design puts the face on the brand and can create an irresistible message. CEO’s, marketing and advertising managers, and graphic designers will see how a “jazzed up” design can bring a new level of excitement to people and connect to them in a more visceral way.
Using jazz as his metaphor, Gobé 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 is truly the personality of a company and its window to the world. Brandjam is an inspiration for brands and people as it advocates the transforming impact brands have on an audience.
 Read Excerpts
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Reviews
“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)
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