Between the old concept of brand awareness and the new concept of Emotional Branding, a dialogue must take place that involves this changing of consumer reality in the decision process and brings a dimension of personalized relationship into the equation.

Here is a list of 10 very important rules of emotional branding from the interesting Mark Gobe’s book Emotional Branding: The New Paradigm for Connecting Brands to People:

1. From Consumers To People: Consumers buy, people live.

2. From Product To Experience: Products fulfill needs, experiences fulfill desires.

3. From Honesty To Trust: Honesty is expected. Trust is engaging and intimate. It needs to be earned.

4. From Quality To Preference: Quality for the right price is a given today. Preference creates the sale.

5. From Notoriety To Aspiration: Being known does not mean that you are also loved!

6. From Identity To Personality: Identity is recognition. Personality is about character and charisma!

7. From Function To Feel: The functionality of a product is about practical or superficial qualities only. Sensorial design is about experiences.

8. From Ubiquity To Presence: Ubiquity is seen. Emotional presence is felt.

9. From Communication To Dialogue: Communication is telling. Dialogue is sharing.

10. From Service To Relationship: Service is selling. Relationship is acknowledgment.