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Brand Sense

Sensory Secrets Behind the Stuff We Buy

From the 'new car' aroma to the crunch of Kellog's cornflakes, understand how to appeal to the neglected senses: touch, taste and smell, and enter the new frontier of branding.
EAN: 9780749460570
Edition: 2
Published:
Format: 234x156
192 pages

About the book

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. With a foreword from Philip Kotler, 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.

About the authors

Martin Lindstrom

Martin Lindstrom is recognised as one of the world's primary branding gurus. He is the author of several best-selling branding books including Clicks, Bricks & Brands with Don Peppers and Martha Rogers and Brand Building on the Internet (both published by Kogan Page).Martin Lindstrom has for more than a decade advised Fortune Top 500 brands including Mars, Pepsi, LEGO, Cartoon Network, American Express, Mercedes-Benz, VISA, Ericsson, HSBC, Gillette, Yellow Pages and Microsoft. He is a former COO of British Telecom-LookSmart, co-founder of BBDO Interactive/Framfab, Europe's largest Brand Dialogue Company and founding CEO of BBDO Interactive Asia, the region's largest Brand Dialogue Company Lindstrom is an acclaimed keynote speaker at conferences all over the world.Martin Lindstrom writes regular columns on branding which reaches a global audience of more than 4 million people in 30 countries. His acute insights have been featured in The Times, Fortune, BBC, The Daily Telegraph, The Australian and The Independent. Visit MartinLindstrom.com to learn more about Lindstrom's latest updates on brand and marketing trends.

More about Martin Lindstrom

A treasury of ideas for bringing new life to your brands...read this book and watch how the professionals do it!

Philip Kotler, Professor of International Marketing, Kellogg School of Management