Brand Sense : Sensory Secrets Behind the Stuff We Buy Paperback
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. In this fully updated new edition of Brand Sense, Martin Lindstrom shows 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.
- Format: Paperback
- Pages: 192 pages
- Publisher: Kogan Page Ltd
- Publication Date: 03/04/2010
- Category: Sales & marketing
- ISBN: 9780749460570
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Review by wyvernfriend
Now while he made sense, and a lot of what he said did resonate he did miss a few things. He missed that while there are sounds associated with brands that people dislike websites that have sounds that can't be turned off. He also missed the frequent comment by bikers that on a Sunday they get down and their knees and pray, by going around steep corners. He also just focused on some of the major brands and really failed to notice some of the other things associated with some brands. He did speak a lot of truth about some of the concepts and how some brands are wining by using a multi-sensory approach to their brands. That a brand can't just think of itself as a stand-alone, it has to ensure it is done in a certain way, which led to a scary story about Singapore Airlines and a twisted plate!Overall it came across as a man who is familiar with the story from the consumer research point of view, not really as the real user or the person who is implementing the brand on the coal face. Interesting but somehow it's missing something.