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Brand esSense

Using Sense, Symbol and Story to Design Brand Identity

Examine the importance of brand identity and especially the application of sensory principles to create a stronger brand, including the practical application of symbolism and storytelling in customer experience.
EAN: 9780749470012
Edition: 1
Format: 233 x 156
232 pages

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About the book

Branding has reached a new frontier. In the future, brands will have to appeal to more than one or two of the classic five senses. Branding expert Neil Gains shows both the science and the practical applications of how this can be done, and links symbolism and storytelling to sensory experience in brand marketing.

Drawing on the latest research and design thinking Brand esSense shows how brands can link storytelling archetypes and symbolism to customer experience to build a multi-sense phenomenon. This groundbreaking book provides innovative branding tools for evaluating where a brand is on the sensory and storytelling scale, analyzing its potential and giving it a clear pathway to optimizing its unique sensory appeal.

About the authors

Neil Gains works in the areas of cultural understanding, brand identity and sensory design. He worked for Cadbury Schweppes for more than 10 years in R&D and sensory research, before moving to Asia with AMI (later Synovate) to manage their Asia Pacific innovation practice. He founded TapestryWorks in April 2010.
  • For those who really want to get much deeper into the essence of branding, this is a masterful book.
    Neil Gains provides a uniquely insightful, step by step approach to really effective branding.
    Brand esSense should be mandatory reading for marketers and brand owners.

  • Alan Fairnington, Managing Partner, Duxton Consulting Group

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