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Posted January 16, 2008
A sensory guide to the branding experience
Author Martin Lindstrom deserves credit for this original contribution to the overworked discipline of branding. He makes the case for involving all five senses ¿ as well as emotions of nearly religious depth ¿ in branding. While this may not work for every industry (it would be hard to make financial services tactile, aromatic or beloved, for example), it is a provocative idea that expands the branding discussion. We find that Lindstrom makes a logical case for exploiting the power of the senses and emotions as he weaves in data based on a 24-nation study by research firm Millward Brown. The research explored ¿to what extent the religious factor ¿ faith, belief and community ¿ could serve as a model for the future of branding.¿ It also examined how taste, touch, hearing, smell and sight can create links between buyers and brands, and paid incisive attention to actual branding stories. Though some repetition crops up, Lindstrom generally keeps the book moving along with new facts that propel each chapter. He makes it clear that greater sensory emphasis could boost many brands ¿ and, perhaps, the careers of many brand managers.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted February 12, 2005
I've read a lot of business books in the past 4 years. So I can't quite understand how it is that I've never read a Lindstrom book until now. This is an absolutely fantastic book that covers so much ground of branding I never thought about. This is not only crammed full of content it is an absolute pleasure to read. I normally read with a highlighter, you know `just the important stuff' to aid re-reading & wisdom-retention. That's the only bad thing about this book - you can't shorten it, summarise it or give the highlights. There's just so much on every page. Solid data, examples, stories and theory. The future of branding is going to be vastly different than most of us have been preparing for - there aren't many better guides than Lindstrom, Seth Godin and Kotler. Read this book. Please!Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted February 14, 2005
At last, some common sense
Even at a personal level, it's pretty hard sometimes to see ourselves from the outside in, so entangled are we in our self perceptions and our unique interpretations of the world we inhabit. Brand-builders, responsible for articulating company messages, are equally in danger of becoming trapped in the self-made images they've nurtured for members of the corporate world. Brand-builders can lose sight just as easily of the empathetic connection they should have with their raison d'etre - loyal and potential consumers. Brand Sense is a reality check for us all. In a world that's fallen head-over-heels for mass-communication, the value of the individual psyche has been overlooked. Even branding via the web fails to make use of its unique facility - the potential for personalising messages and, in so doing, making them meaningful. In short, brand-building is in danger of losing touch with the essence of communication - dealing with consumers as sentient beings. By acknowledging and making sophisticated connections with our senses, branding has the potential to recover its resonance, for the individual and society collectively. This book speaks of much more than common sense in recalling our attention to our shared five senses - it speaks of the essential qualities, the essence of effective human communication. Without fluency in five-sense communication, brands will become mute and finally invisible. Read this book and recover your own innate sense of incisive, persuasive and responsible communication.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted February 7, 2005
If you want to make brand distinction - read this book!
The topic of branding has been well explored during the last decade - to an extend where it provoked an ¿anti-brand¿ re-action - at least among many consumers. ¿Brand Sense¿ however, is far from your generic brand book! ¿Brand Sense¿ took me much further and provided me with inspiration and valuable insight of future brand power. Brand building has long been explored from one-dimension. Supported by a large survey and lots of cases Martin Lindstrom is explaining that future brand distinction is about appealing to all senses, thus a multidimensional experience. I can truly recommend ¿Brand Sense¿ for those marketers who want to take their brand one step further¿ into the ¿sensory world¿ of brand distinction.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.