Brand Sense: How to Build Powerful Brands Through Touch, Taste, Smell, Sight & Sound"A treasury of ideas for bringing new life to your brands, and the cases are truly compelling . . . should be read by everyone involved in developing or improving a brand. Read this book and watch how the professionals do it!" -Philip Kotler, Professor of International Marketing, Kellogg School of Management, Northwestern University That gratifying new car smell is actually a manufactured "new car" aroma. The sound of Kellogg's cornflakes crunching in our mouths is created in sound labs. Singapore Airlines has patented the smell in its cabins. Branding has reached a new frontier. In the future brands will have to appeal to the neglected senses: touch, taste, and smell. Branding expert Martin Lindstrom shows for the first time how it can be done. Drawing on the most extensive worldwide study ever conducted of the sensory perceptions of consumers, he shows how a two-sense product can become a five-sense phenomenon. This groundbreaking book provides innovative branding tools for evaluating where a brand is on the sensory scale, analyzing its sensory potential and giving it a clear pathway to optimize its sensory appeal. Companies like Cadillac, Apple, Mercedes-Benz, Nokia, Louis Vuitton, Nestle and Disney have all recently adopted a sensory approach, and have seen their brands sizzle under this new direction. Anyone who wants a competitive edge can't afford to neglect this book. It's guaranteed to optimize the value of any marketer's budget in the most visionary way. |
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advertising Apple aroma associated audio authenticity Bang & Olufsen become Benetton bond bottle brand alliances brand extensions brand loyalty brand platform BRAND sense study BRANDchild building cell phone Coca-Cola Coca-Cola Company Coke color components consistent consumers create customers Disney distinct emotional response enhancement ensure evaluation feel Ferrari five senses flavor focus global Gucci Harley-Davidson hear Hello Kitty holistic HSP brand icons identify important industry innovative integrated Irish Spring Kellogg's leverage logo manufacturers Martin Lindstrom McDonald's movie multisensory navigation Nokia tune nonbranded odor Pepsi percent play positive religion rituals role scent Selling Proposition sensory appeal sensory branding sensory experience sensory synergy sensory touch points shape sight Singapore Airlines Smash Your Brand smashable smell Sony sound sumers Symrise synergy tactile taste television there's tion trademark tradition unique users values visual