Emoti-coms

Jacket text for Emoti-coms

The whole business world, particularly the world of branding, marketing and communications, is in disorder following the credit-turned-economic crisis. Traditional models are questioned if not discarded, with no alternative method suggested. Media is facing its worst-ever situation and will likely never recover to its golden years.

At the same time, the marginal importance given to emotions in the way consumers are understood by decision-makers is surprising, as emotions play a growing role in day-to-day interpersonal relationships, and in the way messages are publicised.

To fill this gap, 'Emoti-coms' studies the role of emotions in marketing and communicating and offers leaders the knowledge, understanding and tools to successfully use emotions in their communication to their stakeholders. The book uses scientific knowledge about emotions together with case studies. Fictional scenarios of consumers and/or managers are be used to demonstrate points raised and further explain the key issues.

The book does not offer "one-size-fits-all" solutions for the use of emotions in communication, as it would be illogical to use a standardised solution for a topic so dependent on such an unpredictable topic – the human emotion. Instead it gives managers an in-depth understanding of the subject so that they can make informed decisions within their own work place.

Chapter headings for Emoti-coms

PART 1: Rationality, a necessity for economists, a myth in business

PART 2: Emotions: The antidote to Rationality
Chapter 2.1 What is an emotion?
Chapter 2.2 The growing place of emotions in modern societies

PART 3: Why emotions matter to consumers
Chapter 3.1 How emotions can drive our consumer life?
Chapter 3.2 Both a medium and a message
Chapter 3.3 Emotions and brand knowledge
Chapter 3.4 Emotions, as a shortcut in decision-making

PART 4: Emotions, possibly the Graal of brands
Chapter 4.1 Emotions, as a differentiation lever
Chapter 4.2 Sharing is the new giving: the race to brand experiences
Chapter 4.3 The risk of "emotional communication"
Chapter 4.4 Emotion-enabling communication techniques
Chapter 4.5 Emotions: the richest asset of Sponsorship Marketing

PART 5: Share of heart, the new paradigm of communication
Chapter 5.1 “Share of voice”, less and less audible
Chapter 5.2 What is ‘share of heart’?
Chapter 5.3 Emotions are not the key... they are the door!

About Xavier Quattrocchi-Oubradous, Charles Bal

Xavier Quattrocchi-Oubradous is an artist-turned investment banker-turned media entrepreneur. After many years of cello practice trying unsuccessfully to emulate his family roots, he graduated in management at Paris IX-Dauphine University and in political sciences at Sciences-Po Paris. His business career started by financing industrial projects at investment banks Calyon and GE. He then launched a series of businesses in the marketing and communication industry and is now CEO of QobliQ, a multinational Group offering digital, sponsorship, CSR, social media and experiential marketing services. Charles Bal is the research manager of brandRapport France, a leading independent sponsorship and associative marketing consultancy. His main focus is to develop a new family of sponsorship measurements aiming at considering the highly emotional aspect of this practice. Charles Bal is currently completing a PhD examining the role played by emotions in the sponsorship persuasion process, at the University of Paris-1 Panthéon Sorbonne (France) and Adelaide (Australia). He has already presented his results at marketing conferences in Europe and Asia-Pacific, and has published his work in several international reviews.

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