Emotion is the new currency in marketing. Learn how to build an unforgettable brand vibe that resonates with your audience on a deeper level.
Vibe marketing is the practice of creating an emotional resonance that allows a brand to connect with its audience on a deeper, often subconscious, level.
It goes beyond just the features or stories a brand tells—it focuses on how a brand makes people feel. This emotional connection is established through elements like authenticity, visual identity, and expressive tone, and it’s amplified across channels to form a consistent, memorable brand identity.
In essence, vibe marketing is about building a brand identity that resonates emotionally with consumers, creating an authentic connection that cuts through the noise of modern marketing.
Table of Contents
The Voices of Vibe
Introduction
Chapter 1: Feeling > Features
Chapter 2: The Anatomy of a Brand Vibe
Chapter 3: From Logos to Auras
Chapter 4: The Vibe Stack™️
Chapter 5: Building your Brand Vibe
Chapter 6: The Future of Vibe Marketing
Conclusion: Let Them Feel It
Introducing The Vibe Stack™️
The cornerstone framework of Vibe Marketing breaks down the process of building a brand vibe into four key layers that create emotional resonance with your audience.
FOUNDATION
What you make people feel
2. EXPRESSION
How that feeling shows up in your brand's tone, visuals, and behaviors
3. CONTEXT
Where and when your vibe appears
4. AMPLIFICATION
Who carries your vibe into the world (and how it spreads)
The Voices of Vibe
In crafting this exploration of vibe marketing, we turned to four visionary voices who are reshaping how brands connect, communicate, and create emotional resonance in an increasingly complex world.
Drew Brucker
Head of Brand at Goldcast | Host of Midjourney Fast Hours Podcast
Dré Labre
Futurist, Creative, and Founder of The Department of Never Been Done Before
James Gregson
Former Creative Director at LEGO | VP of Creative at Olipop
Corey Way
Brand Builder and Owner of Off Limit Inc. | Cannes Lion Award Winner
Brands Using Vibe Marketing Successfully
Glossier
Empowering customers with an inclusive and authentic vibe.
Apple
Creating experiences that align with innovation and simplicity.
Nike
Using emotion to inspire and motivate athletes and everyday consumers.
AirBnb
Building a community vibe rooted in belonging and shared experiences.
About The Author
Jeff Goldenberg is a seasoned branding and marketing expert with extensive experience working with startups, B2B SaaS brands, and creative agencies.
As the author of Vibe Marketing, Jeff guides brands in their pursuit of stronger, more meaningful connections with their audiences through the Vibe Stack™ and real-world case studies.
What Readers Are Saying
“You've heard of "Vibe coding"? This is the next big thing: Vibe Marketing.”
“Jeff Goldenberg brilliantly captures the power of emotion in branding and provides actionable strategies to help businesses build a strong, authentic connection with their customers”
“Absolutely essential reading for a new generation of marketers who won't fear the new era of AI and automations.”
FAQs
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Vibe Marketing is a new approach to branding that focuses on the emotional resonance of a brand. It’s about how a brand makes people feel before they even know why. In a world oversaturated with noise, emotion has become the most powerful tool for cutting through the clutter and building a lasting connection with your audience.
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This book is for anyone involved in branding, marketing, or business development, especially those who want to create a stronger emotional connection with their audience. Whether you’re a startup founder, a marketing professional, or part of an established global brand, Vibe Marketing offers actionable insights that can elevate your brand and resonate with consumers.
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Unlike traditional marketing books that focus on features or logical decision-making, Vibe Marketing prioritizes the emotional side of brand-building. It explores how emotion, authenticity, and connection form the core of successful modern brands. This book combines theory, practical strategies, and real-world examples to help readers understand and apply emotional resonance in their own branding efforts.
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The Vibe Stack™ is a framework introduced in the book to help you build your brand’s emotional identity. It includes four key layers: Emotion (the foundation), Expression (how your brand communicates visually and verbally), Amplification (spreading your vibe across channels), and Co-Creation (engaging your audience in shaping your brand). Each layer plays a crucial role in making your brand resonate deeply with consumers.
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Vibe Marketing will help you build a brand that’s emotionally memorable, rather than just another product or service. The book provides practical tools to create a cohesive brand vibe, increase consumer engagement, and drive long-term growth. Whether you’re trying to launch a new product or rebrand, the insights in this book will give you a fresh perspective on how to build and maintain an emotional connection with your audience.
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Yes! Vibe Marketing addresses how generative AI and other emerging technologies are shaping the way brands can amplify their vibes. The book explores how AI can be used to personalize customer experiences, create emotional resonance, and enhance brand expression without losing authenticity.
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Define your brand’s emotional core and build your vibe from the ground up.
Use the Vibe Stack™ to create a memorable and consistent brand experience.
Apply the principles of vibe marketing to amplify your brand through social media, advertising, and customer engagement.
Get real-world case studies and examples of successful brands that have mastered vibe marketing, like Nike, Apple, and Airbnb.
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Absolutely! While creative industries like fashion or entertainment benefit greatly from vibe marketing, the principles can be applied across any industry. Whether you’re in tech, B2B services, or consumer goods, vibe marketing helps you build an emotional connection with your audience that transcends products and services. It's about creating a brand identity that resonates at a deeper level, no matter your sector.