Brand Sense: How to Build Powerful Brands Through Touch, Taste, Smell, Sight & Sound

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Kogan Page Publishers, 2005 - 237 pagine
"A treasury of ideas for bringing new life to your brands, and the cases are truly compelling ...should be read by everyone involved in developing or improving a brand. Read this book and watch how the professionals do it". (Philip Kotler, Professor of International Marketing, Kellogg School of Management, Northwestern University). 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. Branding expert Martin Lindstrom shows for the first time 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. 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.
 

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Sommario

A Cottage Industry Turns Professional
1
Some Companies Are Doing It Right
8
Smash Your Brand
39
From 2D to 5D Branding
67
Measuring Senses
138
Lessons Learned
165
A Holistic View
195
Notes
215
A Few Words from the Researcher
221
Index
227
Copyright

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Informazioni sull'autore (2005)

Named the "World's Brand Futurist" by the BBC, BRANDchild author Martin Lindstrom advises Fortune Top 500 brands across the globe. He was recently selected by the Chartered Institute of Marketing as one of the world's top 50 marketing people. Martin speaks at more than 100 conferences a year across 30 countries, and he publishes a weekly online column that reaches more than one million people. He has websites at www.martinlindstrom.com and www.dualbook.com. Millward Brown is one of the world's top 10 research organizations, with 60 offices in 36 countries. See www.millwardbrown.com

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