BRAND SENSE BOOK
Brand Sense: Sensory Secrets Behind the Stuff We Buy Paperback – February 2, The definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products. ""BRAND sense" breaks new ground with an insightful view of how marketing to all five. Editorial Reviews. Review. "It contains a treasury of ideas for bringing new life to your brands." 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. Brand Sense book. Read 41 reviews from the world's largest community for readers. Draws on a large-scale study of how the five senses impact brand creati. .
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Brand Sense by Martin Lindstrom - The definitive book on sensory branding, shows how companies appeal to consumers' five senses to sell resourceone.info you . In the future brands will have to appeal to the neglected senses: touch, taste, and book provides innovative branding tools for evaluating where a brand is on. The definitive book on sensory branding, shows how companies appeal to consumers' five senses to sell resourceone.info you know that the.
Brand Sense: Philip Kotler Foreword by. Draws on a large-scale study of how the five senses impact brand creation to outline the author's six-step program for twenty-first-century sensory branding, citing the examples of such companies as Cadillac, Disney, and Louis Vuitton to explain how to es Title: Brand Sense Author: Get A Copy.
Hardcover , pages. Published February 10th by Free Press first published More Details Original Title.
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Showing Rating details. More filters. Sort order. Nov 02, Zhi Jian rated it really liked it. Chapter 1 Types of Branding Proposition There are currently 6 types of branding proposition. Occurs in s. Similar brands are perceived as different primarily because of an emotional attachment, eg Pepsi and Coke Occurs in s. Brand name is found on sheets, stationary, etc. Books and movies aside, the consumer has become more fixated on the brand than the stories Occurs during the s.
Consumer able to customize their products, eg Dell Occurs now. Holistic Selling Proposition HSP HSP brands are those that anchor themselves in tradition and adopt the characteristics of religious sensory experience to leverage the concept of branding as a holistic way of spreading the news. Author said this will be the future of branding. I think this is the way we should build our brand towards as if a brand is as addictive as a sport team or religion, the brand is damn powerful, is no longer a brand but a way of life.
Creating the perfect perception requires the perfect sensory appeal Currently, branding is a 2D experience, which is based on sight and sound. However, every details of brand should be created with a true sensory experience.
Thus when building a brand, the key criteria is to select the channels, tools, and senses to tap into when building the brand. In our case, I think we can make use of sight, sound, touch and maybe smell maybe smell can be incorporated in when we do the packaging.
Taste is definitely OUT since is impossible to ask customer to eat the shirt.
Key features at a glance
Next step is to determine the degree our brand depends on the senses. Examples of good brands are Disney and Singapore Girl. Once you see a Singapore Girl, you will know of Singapore Airlines. Main point is to create each element so strong that yet at the same time integrated and synergistic that it can take the brand to a whole new level of familiarity. Which is why the idea of a story is important, to create characters that people will be familiar with.
Chapter 3 Smashing our Brand Smash your brand into many different pieces and each piece should work independently of the others, although each is still essential in the process of establishing and maintaining a truly smashable brand. Particular shapes have become synonymous with certain brand.
Their naming philosophy is an essential part of their brand.
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Sub-brands become intuitively recognizable and tap into the broad set of values already well established by parent brand. Pick a word, a sentence or a column from any Disney publication, remove each brand reference and the brand is still recognizable. I not too sure about this example but that what the author stated. Sound that plays on website, in-stores, on-hold buttons on telephone or even ring tone. Example is Nokia phone, even if with Chinese or malay language we will still know how to navigate the phone.
Virgin style, in turn, takes good-natured shots at established values. Brands must also be consistent, layout and stuffs. Customer service is important to keep customer happy. To date, few brands have seen the value in supporting consumer-generated rituals despite enormous bonding that they can give rise to.
I think Harley-Davidson is in this category as their bikers normally have rituals of riding around together, to Malaysia, etc. Chapter 4 From 2-D to 5-D Branding All 5 senses are important in any form of communication and life experience.
The sound of your brand should target both the hearer and listener, since each important in influencing purchase behaviour. Hearing involves receiving auditory information through the ears, listening relies on the capacity to filter, selectively focus, remember and respond to sound. Sound of a brand adds to the perception of product being diluted. This it is important to access the role of product-generated sound because, increasingly, consumers are becoming more aware of this phenomenon.
The rest of the stuff in this chapter are a repeat of the topics mentioned in Chapter 3.
Chapter 5 Building a Bond Ultimate goal is to create a strong, positive and loyal bond between brand and consumer. Loyalty will result if the brand maintains a distinct sensory appeal that is not imitated by any competing brands. To narrow this gap, flower shops add artificial fresh-flower odour to the store.
As brand develops brand extension, links between the many products may erode unless careful brand-extension strategy is put in place.
Six Steps Sensory Process Step 1: Sensory Audit Brand should be aiming for sensory excellence. Each channel must make sense and reflecting the core values of the brand. This is a good point, we should also compare our products with a better product. Even though we are aiming for Freshbox or Espirit range t-shirt, we should also look up to higher quality shirt like United Colors of Benetton, etc.
It builds trust and generates repeat purchase as people trust familiar signal. Consistency also generated history and history forms tradition and traditions leads to rituals. Brand Staging We should also check up other industries involved in innovative approach and not just on our competitors. Step 3: Brand Dramatization Goal is to convert each of your core values into a sensory touch point by Stimulus, Enhance and Bonding. Step 4: Brand Signature Brand Signature is our unqiue statement.
Step 5: Implementation 5 steps of implementation. Evaluation Chapter 6 Measuring Senses Think about our brand and make a list of the sensory impressions it brings to mind. Then identified whether each impressions is positive or negative. Then for each sense on the list, identify the primary emotion that it may evoke.
Like in sports, the tension between competitors generates excitement and involvement. Thus there passion and energy. All religions and almost all computer games function around icons.
The more mystic a brand can cultivate, the stronger the foundation it has for becoming a sought-after and admired product.
If the brand were to experience difficulty or any sort, the consumers would rush to its rescue. Which is our target group. Firstly, we need to need out our target group age range and then to find out the needs of our target group. View all 4 comments. A light smooth read, but not much different from his other book that I'd read previously that was more novel for its time.
Also, at points he seemed to be so adamant on his own views that he tried to fit data into his theories.
Sensory Secrets Behind the Stuff We Buy
And I don't really agree with his views on some of the brands, such as Nokia or Singapore Airlines. Seemed to me he was just blowing the trumpets of the products that he's using. Nov 10, Minah rated it really liked it. Ad people had sort of the same initial thoughts in late 's and early 's.
I have been so into 5 sensory environmental experience with new technology for empowering brands. It's very good organized thoughts with practical evidences and researches. Jul 26, Ronald rated it did not like it. I wasn't impressed. Very repetitive and not very insightful. The Cliff Notes version would have been better.
Apr 02, Aditya Maheshwari rated it it was amazing. It is indeed a magnificent book describing the factors that affect in building a Brand. As we all are aware that Product is in the hand whereas Brand is in the mind. The most memorable brands in the future will be those that not only anchor themselves in the traditions but also adopt religious characteristics. The impact of sound also helps in building a brand. The best examples are Intel, Airtel and Reliance. Smell is connected to memory and sound is connected to mood.
Sound in fact creates moo It is indeed a magnificent book describing the factors that affect in building a Brand.
Sound in fact creates mood as well as feeling and emotions. In order to smash a brand company needs to have an intimate understanding of what it is made of actually.
The sensory rules of branding are as follows: Sep 11, Diana Ram rated it really liked it. Great, but it needs a slight update. And the fact that Martin Lindstrom is a renowned marketing guru. Was curious about this and I did some Googling. Turns out that it was one of 5 books that Steve Cone senior marketing executive at Citigroup and the author of "Steal These Ideas: See the WSJ article at http: On the latter, were they really necessary seeing that the chapters are short anyway?
I doubt that the millions of Microsoft adherents cares much about the sound, hardly misses it and still continue to use the products. 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. Though some repetition crops up, Lindstrom generally keeps the book moving along with new facts that propel each chapter.
Martin Lindstrom founded his ad agency at age Today, it serves numerous international corporate clients. He publishes a weekly column on branding and has written several books, which have been translated into more than 15 languages. Branding is undergoing a sea change. In the past, manufacturers owned brands, but in the future the consumer will own them. Brand effectiveness is dropping. To get and hold consumer attention, future brands will have to resonate with all five senses and emotions.
Coke and Pepsi created emotional identities based on their labels, not their colas. Recommendation Author Martin Lindstrom deserves credit for this original contribution to the overworked discipline of branding. About the Author Martin Lindstrom founded his ad agency at age Our multicultural research team involved people drawn from twenty-four countries, and speaking eighteen languages.
As we all are aware that Product is in the hand whereas Brand is in the mind.
Singapore Airlines, Apple, and Disney. I even liked it better than Buyology. Firmly grounded in science, and disclosing the secrets of all our favorite brands, Brand Sense shows how we consumers are unwittingly seduced by touch, smell, sound, and more.
If the brand were to experience difficulty or any sort, the consumers would rush to its rescue. Had to read this book for one of my grad school classes.