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Brand Sense: Sensory Secrets Behind the Stuff We Buy [Paperback]

Martin Lindstrom
4.5 out of 5 stars  See all reviews (6 customer reviews)
Price: £14.99 & FREE Delivery in the UK. Details
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Book Description

5 Nov 2012

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.

In this fully updated new edition of Brand Sense, Martin Lindstrom shows 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.


Frequently Bought Together

Brand Sense: Sensory Secrets Behind the Stuff We Buy + Buyology: How Everything We Believe About Why We Buy is Wrong + Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy
Price For All Three: £31.77

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Product details

  • Paperback: 192 pages
  • Publisher: Kogan Page; 2 edition (5 Nov 2012)
  • Language: English
  • ISBN-10: 0749460571
  • ISBN-13: 978-0749460570
  • Product Dimensions: 13.9 x 21.6 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Bestsellers Rank: 299,486 in Books (See Top 100 in Books)

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Review

Breezily written and easy to read, with useful chapter summaries and action lists. --Management Today

Once again, Lindstrom has delivered an outstanding book that provokes, intrigues and enriches our understanding of how consumers really perceive brands. --The Marketer

A stand-out original among the avalanche of me-too branding publications on the Market. --Director

Book Description

Branding has reached a new frontier. In the future brands will have to appeal to the neglected senses: touch, taste, and smell. In this second edition of his book Brand Sense - fully revised and updated to include the latest research and statistics - branding expert Martin Lindstrom shows how it can be done.

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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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Customer Reviews

4.5 out of 5 stars
4.5 out of 5 stars
Most Helpful Customer Reviews
34 of 34 people found the following review helpful
3.0 out of 5 stars The Smell of a Broken Brand Promise 7 May 2005
By A Customer
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 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.
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6 of 7 people found the following review helpful
4.0 out of 5 stars Sound, words & pictures: 2+2=5 5 Jun 2007
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 [...] (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.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Perfect 19 Sep 2013
Format:Paperback|Verified Purchase
The item was i perfect condition and arrived well before deadline. Thank you

The 5 star rating i described above.

I will recommend the product to friends and family
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