- Hardcover: 256 pages
- Publisher: The Free Press; illustrated edition edition (1 Feb 2005)
- Language English
- ISBN-10: 0743267842
- ISBN-13: 978-0743267847
- Product Dimensions: 23.7 x 17.1 x 2.4 cm
- Average Customer Review: 4.3 out of 5 stars See all reviews (6 customer reviews)
- Amazon Bestsellers Rank: 414,268 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Review
"It contains a treasury of ideas for bringing new life to your brands."
-- Philip Kotler, from the Foreword
Product Description
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. 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. 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, this book reveals how to transform marketing strategies into positive business results that no brand builder can afford to ignore.
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
JANUARY 14, 2004 WAS A LANDMARK in the life of Sydney-born teenager Wilhelm Andries Petrus Booyse. Read the first page
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Most Helpful Customer Reviews
8 of 9 people found the following review helpful
Format:Hardcover
A basic principle of branding is to keep your promise. Brand Sense failed to do this for me.
Lindstrom's latest offering argues that when building brands marketeers need to plan how they will influence all the human senses. True, but to position this book as a breakthrough in branding is simply a gross overstatement and sets the reader for a big disappointment. It simply does not deliver on its promise.
The book assembles a plethora of prestigious brand thinkers, practitioners and research authorities to illustrate and provide testimonials to support his arguments. Books by Noel Kapferer, Aaker, Chris Macrae, Gavin Morgan, Klaus Schmidt, Alan Mitchell offer far more breakthrough thinking than this book.
Lindstrom's examples on "sense branding" do contain some interesting anecdotes about brands using touch, smell and taste and how they could benefit from thinking a bit more about adding "sensual" aspects to their brands and communication channels. In that it is a useful reminder and maybe a creative stimulant for the brand manager.
I found much repetition of his ideas to the point that at times it creates a feeling of deja vue, and makes the book much longer than it needs to be.
The chapter on Brand as Religion I found bizarre and hard to link its relevance back to the senses theme. It felt a bit like padding.
The research background conributed by Millward Brown feels a bit bolted on, and could have been more integreated into Lindstrom's arguments. This section does, however, give a glimse into the way deep quantitative research studies are designed and analysed.
What I felt missing was any consideration that people may have preferences for different senses, an argument at the heart of areas like NLP. Also senses vary in their impact for different people in different contexts. After all, we all experience and construe the world differently, even with the same senses.
There are the obigatory new models, processes to structure a brand sense audit, but these are not articulated enough to do really feel like you could do something with them on Monday Morning. They struck me as being a set of new words around existing concepts. Maybe you need pay to go on Lindstrom's seminars and workshops to experience their value?
The hype (masterfully being created) around the book and its Dual-Book website will certainly enhance the surface of "Lindstom brand", but when the informed brand reader examines the substance, I think they will FEEL very disappointed. Not a memorable experience.
P.S It was a shame the book itself had not be perfumed to make Lindstrom's point directly.
1 of 1 people found the following review helpful
Format:Hardcover
***** Accessible
***** Inspiring
**** Practical
**** Relevant (to audio branding)
**** Well-grounded
BRAND sense isn't a book (although, without qualification, it's one I recommend that anyone with an interest in business strategy, branding, marketing or communications should read!) It's a fountainhead of inspiration, ideas, and practical approaches via a whole community of innovators in anticipating a future certainty: consumer behaviour, attitudes and expectations of brands are radically changing. In his forward, Philip Kotler puts his finger on the resulting imperative: "Distinctive brands (must) deliver a full sensory and emotional experience ... It pays to attach sound, such as music or powerful words, or symbols. The combination of visual and audio stimuli delivers a 2 + 2 = 5 impact."
The BRAND sense offerings have an evangelical tone of voice you will recognise from the world of internet marketing and social media (be warned, if this is not your thing!). They include a web community at www.dualbook.com (which you can access free of charge using a unique ID code in the book) plus the weekly video blog BRANDFlash, bring to life the always inciteful words of Benjamin Franklin: "Tell me and I'll forget. Show me and I might remember. Involve me and I'll understand."
As an audio branding specialist, I'm intrigued to what extent Martin's prediction - estimating that 40 per cent of the world's Fortune 500 brands will include a sensory branding strategy in their marketing plan by the end of 2006 - has come true. "Quite simply, their survival will depend on it. If brands want to build and maintain future loyalty, they will have to establish a strategy that appeals to all our senses. This is a fact that no serious brand can ignore." While I agree (well, I would, wouldn't I!), its interesting to map the impact on these views of the continuing fragmentation of the media, and the diversity of way people are engaging with low cost technologies, be they the web, mobile phones, palm held devices, interactive television, touch sensitive displays, and so the list continues.
BRAND sense is a first step down a long road to try to interpret future customer needs, and to create the emotionally-charged brands that meet them.
***** Inspiring
**** Practical
**** Relevant (to audio branding)
**** Well-grounded
BRAND sense isn't a book (although, without qualification, it's one I recommend that anyone with an interest in business strategy, branding, marketing or communications should read!) It's a fountainhead of inspiration, ideas, and practical approaches via a whole community of innovators in anticipating a future certainty: consumer behaviour, attitudes and expectations of brands are radically changing. In his forward, Philip Kotler puts his finger on the resulting imperative: "Distinctive brands (must) deliver a full sensory and emotional experience ... It pays to attach sound, such as music or powerful words, or symbols. The combination of visual and audio stimuli delivers a 2 + 2 = 5 impact."
The BRAND sense offerings have an evangelical tone of voice you will recognise from the world of internet marketing and social media (be warned, if this is not your thing!). They include a web community at www.dualbook.com (which you can access free of charge using a unique ID code in the book) plus the weekly video blog BRANDFlash, bring to life the always inciteful words of Benjamin Franklin: "Tell me and I'll forget. Show me and I might remember. Involve me and I'll understand."
As an audio branding specialist, I'm intrigued to what extent Martin's prediction - estimating that 40 per cent of the world's Fortune 500 brands will include a sensory branding strategy in their marketing plan by the end of 2006 - has come true. "Quite simply, their survival will depend on it. If brands want to build and maintain future loyalty, they will have to establish a strategy that appeals to all our senses. This is a fact that no serious brand can ignore." While I agree (well, I would, wouldn't I!), its interesting to map the impact on these views of the continuing fragmentation of the media, and the diversity of way people are engaging with low cost technologies, be they the web, mobile phones, palm held devices, interactive television, touch sensitive displays, and so the list continues.
BRAND sense is a first step down a long road to try to interpret future customer needs, and to create the emotionally-charged brands that meet them.
Format:Hardcover
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.
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Most Recent Customer Reviews
The Interdependence of Branding and Sensory Awareness
As Philip Kotler explains in an especially perceptive Foreword, "distinctive brands...have to be powered up to deliver a full sensory experience. Read more
Published on 6 Mar 2007 by Robert Morris
Brandsense
I have now read all of Martin Lindstroms' writings and not one of them have I been disappointed in. Brandsense really made me sit down and think about how I was marketing my own... Read more
Published on 22 Mar 2005 by Daniela
A winner!
Brand Sense thought me some tricks of the trade I never could have learned in the marketing school. Martin's style also helped unleach creative ways to integrate our five senses... Read more
Published on 12 Mar 2005 by "heinzlondon"
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