In perhaps the most creative and authoritative book on sensory branding ever written, international business legend Martin Lindstrom reveals what the world's most successful branding companies do differently—integrating touch, taste, smell, sight, and sound—with startling and measurable results.
Based on the largest study ever conducted on how our five senses affect the creation of brands, BRAND sense explains Martin Lindstrom's innovative six-step program for bringing brand building into the twenty-first century. The study, covering over a dozen countries worldwide, was conducted exclusively for this book by Millward Brown, one of the largest business research institutions in the world. Drawing on countless examples of both product creation and retail experience, Lindstrom shows how to establish a marketing approach that appeals to all the senses, not simply the conventional reliance on sight and sound. Research shows that a full 75 percent of our emotions are in fact generated by what we smell, and the author explains how to capitalize on that insight. Included are innovative tools for evaluating a brand's place on the sensory scale, analyzing its future sensory potential, and enhancing its appeal to reach the broadest base of consumers. Lindstrom lists the top twenty brands for the future based on their sensory awareness. (The top three? Singapore Airlines, Apple, and Disney.)
Among the book's many fascinating factual highlights are the following:
-That gratifying new-car smell that accompanies the purchase of a new car is actually a factory-installed aerosol can containing "new-car" aroma.
-Kellogg's trademarked crunchy sound and feel of eating cornflakes was created in sound labs and patented in the same way that the company owns its recipe and logo.
-Singapore Airlines has patented a scent that is part of every female flight attendant's perfume, as well as blended into the hot towels served before takeoff, and which generally permeates their entire fleet of airplanes.
-Starbucks' sensory uniqueness is far less strongly associated with the smell and taste of coffee than with the interior design of its cafés and its green and white logo.
Hailed as the "World's Brand Futurist" by the BBC, Martin Lindstrom is one of the world's top entrepreneurial visionaries, who has changed the face of global marketing with twenty years of hands-on experience as an advertising CEO and adviser to Fortune 500 companies. Firmly steeped in scientific evidence and featuring sensory secrets of the most successful brand names, BRAND sense reveals how to transform marketing strategies into positive business results that no brand builder can afford to ignore.
|Product dimensions:||6.00(w) x 9.00(h) x 1.00(d)|
About the Author
Martin Lindstrom is a New York Times and Wall Street Journal bestselling author, the CEO and Chairman of the Lindstrom company and the Chairman of Buyology, Inc. (New York) and BRAND Sense agency (London). In 2009, he was recognised by Time magazine as one of the world's most influential people. Lindstrom is an advisor to Fortune 100 companies including the McDonald’s Corporation, Nestlé, American Express, Microsoft Corporation, The Walt Disney Company and GlaxoSmithKline.
Lindstrom speaks to a global audience of close to a million people every year. He has been featured in Wall Street Journal, Newsweek, Time, The Economist, New York Times, BusinessWeek, and The Washington Post and featured on NBC's Today show, ABC News, CNN, CBS, Bloomberg, FOX, Discovery and BBC. His book, BRAND sense, was acclaimed by the Wall Street Journal as one of the five best marketing books ever published.
His more recent book Buyology was voted "pick of the year" by USA Today and reached 10 out of the top 10 best-seller lists in the U.S. and worldwide during 2008 and 2009. His five books on branding have been translated into more than thirty languages and published in more than 60 countries worldwide. Visit MartinLindstrom.com to learn more.
Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management in Chicago. He is hailed by Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." Dr. Kotler is currently one of Kotler Marketing Group's several consultants.
He is known to many as the author of what is widely recognized as the most authoritative textbook on marketing: Marketing Management, now in its 13th edition. He has also authored or co-authored dozens of leading books on marketing: Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; and The Marketing of Nations.
Dr. Kotler presents continuing seminars on leading marketing concepts and developments to companies and organizations in the U.S., Europe and Asia. He participates in KMG client projects and has consulted to many major U.S. and foreign companiesincluding IBM, Michelin, Bank of America, Merck, General Electric, Honeywell, and Motorolain the areas of marketing strategy and planning, marketing organization, and international marketing.
Most Helpful Customer Reviews
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.
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.
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!
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.