The ten commandments of emotional branding

From consumers to people
Consumers buy, people live
From product to experience
Products fulfill needs, experiences fulfill desires
From honesty to truth
Honesty is expected. Trust is engaging and intimate. It needs to be earned
From quality to preference
Quality is the right price a given today. Preference creates the sale
From notoriety to aspiration
Being known doesn’t mean that you are also loved
From identity to personality
Identity is recognition. Personality is about character and charisma
From function to feel
The functionality of a product is about practical or superficial qualities only. Sensorial design is about experiences
From ubiquity to presence
Ubiquity is seen. Emotional presence is felt
From communication to dialogue
Communication is telling. Dialog is sharing
From services to relationship
Service is selling. Relationship is acknowledgement

Based on the book Emotional Branding, written by Marc Gobé