Brand esSense

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.

If you're like the rest of us in marketing - or even part of that ever increasing, inquisitive public, wanting to know about the senses - you've come to the right place. Neil Gains writes with a wealth of science mixed with a dollop of marketing, and baked with practicality. Read what he has to say about how the senses do more than please our eyes, nose, palate, skin. These senses create meaning. Brands can use these meanings to grab their consumers, holding them closer than ever before. And Brand esSense is a fun read. You end with practical frameworks for designing products and services. But you have to read the book, take it in, and really think just how YOU are going to harness what clever developers and marketers have been profiting from for years.

At last someone has woven together all of the pieces of the puzzle on the very hot and timely topic of integrating the senses into Brands. In his book Brand esSense, Neil opens up the world of sensory, storytelling, symbols and archetypes with scientific endorsement, revealing key insights behind many renowned case studies of brand success and failure. Brand esSense delivers a practical 'how to' guide for developing and engaging the senses into your brand - regardless of whether it is a consumer, business to business or experience brand.
This book will be a resource you will find yourself referring to again and again.

Neil Gains has succeeded in beautifully pulling together an astonishing number of strings that span different disciplines.
Admirably syncretising sensory research with the more established consumer research practices, he ends up with a fascinating new paradigm on Brand research and eventually Brand Management.
His style is witty and light and will give the reader the pleasure of having much of what is needed at hand in order to provide a checkpoint for their own Brand esSense, and eventually allow them to start experimenting on how to write their Brand's next chapter.

Brand esSense is a thought-provoking and entertaining thesis on the power of sensory branding. As advertisers and marketers continue to clutter what is already an overcrowded visual environment, huge opportunities lie in exploring how companies can connect with their consumers across other, less densely occupied sensory channels. The book provides a practical framework within which marketers can identify a brand's true archetype and communicate this across multiple sensory touch points. The author has succeeded in blending some complex insights from the academic discipline of sensory science with real world applications and a host of illustrative case studies. Simple, elegant and a must read for anyone interested in finding the ideal sensory mix for their brand.