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Emotional Branding and Retail Experience Workshop
On 11 September 2009, the Asian Centre for Brand Management (ACBM) held an Emotional Branding and Retail Experience workshop to explore the rise of the Emo-economy and the role of emotions in branding and retail industry.
Emotional branding is integral to brand image, brand identity, and brand essence. It articulates a brand’s heart and soul and is essential in conveying a company’s values, vision, and reputation to consumers, employees, and stakeholders. This exclusive Workshop helps firms unravel the mysteries of consumer marketing and emotional branding.
The workshop featured Mr Roland van Kralingen, Founder of the Dutch brand innovation consultancy INNOA, who cited examples of how retail brands made effective use of emotions. The second speaker, Mr Jerry Gelsomino, Principal of the marketing consultancy and brand coaching company, FutureBest, elaborated on how designers evoke positive emotional responses from consumers.
The seminar successfully attracted over 100 participants including design experts, branding and marketing directors/ managers, senior executives and CEOs from numerous industries ranging from brand management, marketing, retail sales, design, product and business planning managers and teachers in related fields.
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