Author: Xavier Quattrocchi-Oubradous and Charles Bal
Page Count/Review Word Count:165
The concept behind this book is pretty simple – marketing has undergone a shift from messaging-based campaigns to emotion-based campaigns, and with consumers constantly over-exposed to marketing messages, they’ve learned to tune out the rubbish. If you want to reach your target audience, you need to pull at their heartstrings, by involving them emotionally, physically, creatively or otherwise.
There’s some great evidence to support this shift and the two authors really know what they’re talking about – they bring their argument to life with a whole host of case studies and real-life examples so that you can apply their lessons to your own business, and you can measure the success of it all, too. My only criticism here is that Emoti-coms simply wasn’t long enough – I’m sure the authors could have written at great length and I, for one, would have liked to have read even more.