- Hardcover: 256 pages
- Publisher: Kogan Page; 1 edition (3 Feb. 2005)
- Language: English
- ISBN-10: 0749443715
- ISBN-13: 978-0749443719
- Product Dimensions: 16.3 x 2.3 x 24.2 cm
- Average Customer Review: 4.6 out of 5 stars See all reviews (7 customer reviews)
- Amazon Bestsellers Rank: 730,773 in Books (See Top 100 in Books)
Brand Sense: How to Build Powerful Brands Through Touch, Taste, Smell, Sight and Sound Hardcover – 3 Feb 2005
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"An outstanding book that provokes, intrigues and enriches our understanding of how consumers really perceive brands." -- The Marketer, February 2005
"BRANDsense contains a treasury of ideas for bringing new life to your brands." -- Philip Kotler
"Breezily written and easy to read, with useful chapter summaries and action lists." -- Management Today, March 2005
"Effortlessly explains why certain brand images work and others fall flat. Advertisers take note." -- Easy Jet, March 2005
"In Brand Sense, published by Kogan Page, author Martin Lindstrom reveals tricks of the trade." -- The Daily Express, March 2005
"In Brand Sense, published by Kogan Page, author Martin Lindstrom reveals tricks of the trade." -- Daily Star, March 2005
"Martin Lindstrom provides us with the Nikes we need to begin the re-imaging sprint." -- Tom Peters
"Will transform the way marketers approach the entire concept of branding." -- Charlie Bell
"There are lots of books trying to distil the essence of this particular magic. 'Brand Sense' stands out from the crowd.." -- The Economist
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.See all Product Description
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Top Customer Reviews
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 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 integrated into Lindstrom's arguments. This section does, however, give a glimpse 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.Read more ›
**** Relevant (to audio branding)
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 [...] (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.Read more ›
The 5 star rating i described above.
I will recommend the product to friends and family
Most Recent Customer Reviews
Martin Lindstrom is a true genius and one who definately thinks outside of the Square.
This is a must read for anyone who wants to take there business to the next level, it... Read more