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Emotion by Design Review

If you’re looking for a book that delves into the importance of emotion in design and branding, then Emotion by Design by Greg Hoffman is an excellent read. This book explores the idea that people don’t buy products or services, they buy emotions. In order to create a truly effective brand, it’s essential to tap into the emotions of your target audience and make an emotional connection with them.

Hoffman is a former CMO of Nike and his experience in the world of branding and design shines. He argues that a brand’s success is largely dependent on its ability to connect emotionally with its target audience. Hoffman writes, “In a world where so many products and services are commoditized, emotion becomes the critical differentiator.”

The book is divided into three main sections. The first section explores the importance of emotion in design. The second section looks at how to create an emotional connection with your target audience, and the third section discusses how to measure the emotional impact of your branding efforts.

One of the key takeaways from the book is so simple, we often forget. It’s that effective branding is about more than just creating a logo and a tagline. It’s about creating an emotional connection with your target audience that inspires them to take action. Hoffman writes, “The most effective brands are those that are designed to inspire an emotional response.”

Throughout the book, Hoffman provides numerous examples of brands that have successfully tapped into the emotions of their target audience. He also provides practical advice on how to create an emotional connection with your own target audience. He writes, “Emotionally charged branding requires the ability to identify with your target audience, to understand what drives them, and to communicate in a way that resonates with them.”

Overall, Emotion by Design is an excellent read for anyone interested in branding, design, or marketing. The book is well-written, engaging, and filled with practical advice that can be applied to any brand. Hoffman’s experience in the world of branding and design is evident throughout the book. His insights into the importance of emotion in branding are truly invaluable.

So, if you’re looking to create a brand that connects emotionally with your target audience — which you should — Emotion by Design is a must-read. Hoffman’s insights into the world of branding and design are invaluable. His practical advice can help you take your brand to the next level. Whether you’re a seasoned marketer or just starting out, this book is sure to provide you with a fresh perspective on the importance of emotion in branding.

PULL is a full-service branding and consulting agency specializing in outdoor brands. We have experience in both building brands from scratch and shepherding established brands to their next peak. 

If your brand could use an outside perspective or you just want to shoot the breeze, don’t hesitate to drop us a line

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