STORES - October 2010 - (Page 17)

EXECUTIVE SUITE / RETAIL PEOPLE EXECUTIVE SUITE / Brand New Marc Gobé President, Emotional Branding LLC New York City less cynical in life. Best advice ceived? you’ve re- Winning is about being the last man standing. Favorite place(s) to shop? M arc Gobé, co-founder and former CEO of Desgrippes Gobé (now Brandimage), is now president of Emotional Branding, a New York City-based experimental think tank and consulting firm whose mission is to create content for online experiences. Melissa, a shoe store in Sao Paulo (Brazil) and Fred Segal in L.A. To unwind? The author of Brandjam, Citizen Brand and a new edition of Emotional Branding, Gobé has shared his insights on emotional branding with executives from Groupe Danone, Universal McCann, Coca-Cola, Motorola, Estée Lauder, Procter & Gamble, General Motors, J.P. Morgan and Merck. What was your first paying job? I was a summer intern at a silkscreen company in France for a month. My job was to hand-cut overlays for screenprinted posters with an X-Acto knife without cutting the screen underneath. It paid for a month vacation in Norway. As a retail consultant, is it tough being a customer in stores? through art, design, science, medicine, business and politics. I am thrilled when a Nobel Prize is awarded to an individual with courage or talent, but I also value the isolated individual who impacts his or her immediate world through selfless engagements. I saw a kid recently playing with a small sailboat in a large fountain by the beach where I vacation. His boat was handmade from recyclable products. All the other boats were electric or industrially made. To me this is a huge message on how new generations are seeing the world. Dream project or client? I go fly fishing off the coast of Connecticut. Guilty pleasure? Taking photos of people in the street, stealing a piece of their soul. Favorite books, films, music? Books: Start-up Nation and The Little Prince. Films: “A River Runs Through It” and “Breakfast at Tiffany’s.” Music: Beethoven’s 9th, Ode to Joy and Lady Gaga. Next on your reading list? Drive, by Daniel H. Pink. Prized possession? Actually it is easier. I can edit quickly and judge by the presentation, the attention to detail. Knowing branding gives you a sense of a brand’s commitment or lack thereof. Can you summarize your latest book? It would be hard to beat the worldwide graphics for Coca-Cola I’ve done in the past. After drinking my first Coke at age 10 in the west of France, and later studying classic design around the power of the ideas created by traditional French poster artists, my goal was to work on the No. 1 brand in the world. My little American dream came true. What one thing do you want retailers to know today? A medal my father won while fighting in Dunkirk during the Second World War before he embarked for England with the British troops. He never showed it to me until his last days. Favorite places to visit? The updated edition of Emotional Branding brings forward the idea that our emotions for brands are now shared online in the most powerful ways. It is a revolution that privileged communities can change the way we buy goods, share ideas and even determine how businesses will be run in the future. In a nutshell, ideas need to be tweetable to be shared. What’s motivating or inspiring you? La Baule, in the Brittany region of France, or Praia do Forte in the Baia region of Brazil. Ultimate dinner party? The concept of “location, location, location” needs to include the web as the No. 1 priority. A retail trend that you wish would go away? Chain stores without soul. Career influencers? Michelle Obama, Golda Meir, Louise Bourgeois, Marguerite Yourcenar, Marie Curie, Aung San Suu Kyi and Barbara Walters. We’d have Brittany lobster salad, bass simply cooked in a crust of salt and a wild red fruit salad. You can never have too many…? The depth and richness of human life and how it is expressed by individuals WWW.STORES.ORG My parents, because I could totally trust them, which in turn made me a lot Hopes. StORES —Janet Groeber STORES / OCTOBER 2010 17 http://WWW.STORES.ORG

Table of Contents for the Digital Edition of STORES - October 2010

STORES - October 2010
Editor’s Page
President’s Page
Retail People
Customer Experience
Game Changer
Power Players
NRFtech Recap
Concept 2 Watch
Customized Shopping
Consumer Behavior
Software & Analytics
Crowd Control
Payment Fraud
ARTS Update
Point of View
NRF News
Retail Industry Calendar
End Cap

STORES - October 2010