Branding: An Emotional Breakdown

Mike McGowan


We have moved from a manufacturing economy, where machines are at the center, to a consumer-centric economy. During this time much has been written about emotional branding—which aspires to move people beyond material desires and into a more emotional relationship with a brand—but little about the mechanisms used to accomplish it. We’ll take a look at some brands to discover the techniques that are most successful in engendering these new relationships.

About the Speaker


Detroit born and bred. Father of two, husband of one. Studied at Wayne State University, Eastern Michigan University (BFA), College for Creative Studies, School of Visual Arts, and the University of Michigan (MFA). Taught graphic design at Wayne State University, Eastern Michigan University, and College for Creative Studies. Worked with Audi, General Motors, Ford, IBM, Microsoft, Johnson & Johnson, Detroit Institute of Arts, Detroit Symphony, Walt Disney and Warner Brothers. Currently employed as a graphic designer in the Office of University Development at U-M and lecturer at the U-M Stamps School of Art & Design.