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eBook Brand Sense: Sensory Secrets Behind the Stuff We Buy ePub

eBook Brand Sense: Sensory Secrets Behind the Stuff We Buy ePub

by Philip Kotler,Martin Lindstrom

  • ISBN: 1439172013
  • Category: Marketing and Sales
  • Subcategory: Perfomance and Work
  • Author: Philip Kotler,Martin Lindstrom
  • Language: English
  • Publisher: Free Press; 1 edition (February 2, 2010)
  • Pages: 192
  • ePub book: 1663 kb
  • Fb2 book: 1497 kb
  • Other: azw doc lit docx
  • Rating: 4.2
  • Votes: 574

Description

The definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products.

The definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products. Only 15 left in stock (more on the way).

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The definitive book on sensory branding, shows how companies appeal to. .His book, BRAND sense, was acclaimed by the Wall Street Journal as one of the five best marketing books ever published.

Brand Sense, Lindstrom Martin MINT. Lindstrom speaks to a global audience of close to a million people every year and Brand Sense was acclaimed by the Wall Street Journal as one of the five best marketing books ever published. Country of Publication. Condition is New. Dispatched with Royal Mail 2nd Class Large Letter.

Brand Sense by Martin Lindstrom - The definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products. Foreword by Philip Kotler. Enhanced eBook eBook. Price may vary by retailer. The definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products.

Martin Lindstrom has a talent for big ideas. In "BRAND sense, " he brings new ideas to life using real examples from leading companies around the world. BRAND sense" introduces new dimensions to the art and science of brand management. Alex Hungate, Chief Marketing Officer, Reuters Group. Martin Lindstrom, one of branding's most original thinkers, reveals how to break out of the two-dimensional rut of sight and sound, and connect emotionally with all five senses.

Martin Lindstrom proves that brands sensory experience plays a major role in creating brand loyalty in his book Brand Sense: Sensory Secrets Behind the . As Philip Kotler explains the Foreword, distinctive brands have to be powered up to deliver a full sensory experience

Lindstrom provides a comprehensive methodology to plan, implement and sustain effective sensory marketing. In 8 chapters, the author offers many examples of leading companies which utilize sensory branding to their advantage, including Microsoft, Apple, Disney Mercedes Benz and Singapore Airlines. As Philip Kotler explains the Foreword, distinctive brands have to be powered up to deliver a full sensory experience. It is not enough to present a product or service visually in an ad.

Martin Lindstrom reveals how the world’s most successful companies and products integrate touch, taste .

Martin Lindstrom reveals how the world’s most successful companies and products integrate touch, taste, smell, sight, and sound with startling and sometimes even shocking results.

The definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products.Did you know that the gratifying smell that accompanies the purchase of a new automobile actually comes from a factory-installed aerosol can containing “new car” aroma? Or that Kellogg’s trademarked “crunch” is generated in sound laboratories? Or that the distinctive click of a just-opened jar of Nescafé freeze-dried coffee, as well as the aroma of the crystals, has been developed in factories over the past decades? Or that many adolescents recognize a pair of Abercrombie & Fitch jeans not by their look or cut but by their fragrance? In perhaps the most creative and authoritative book on how our senses affect our everyday purchasing decisions, global branding guru Martin Lindstrom reveals how the world’s most successful companies and products integrate touch, taste, smell, sight, and sound with startling and sometimes even shocking results. In conjunction with renowned research institution Millward Brown, Lindstrom’s innovative worldwide study unveils how all of us are slaves to our senses—and how, after reading this book, we’ll never be able to see, hear, or touch anything from our running shoes to our own car doors the same way again. An expert on consumer shopping behavior, Lindstrom has helped transform the face of global marketing with more than twenty years of hands-on experience. 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.

Comments

Legionstatic Legionstatic
“This book reminds me of a book I read in my architecture school: “The Eyes of the Skin” by Juhani Pallasmaa. We were designing an airport in our city. Our professor mentioned this book as a reference to make our designs more sustainable. The book identified architecture as being something attractive to all the body’s senses.” “Brand Sense consists of compelling case studies of how innovative brands including Nokia, McDonald’s, Nestle, Microsoft, and Walt Disney integrate our five senses (touch, smell, sight, sound and taste) to enhance consumers’ experiences with the brands.” - Graduate student comments. Brand Sense was used as a required text in the graduate Design Management program at the Shintaro Akatsu School of Design at the University of Bridgeport
Yananoc Yananoc
Martin Lindstrom has written a truly readable and provocative book. Short term goals, and the pressures to meet them, make it all too easy to view business both myopically and blinkered. Take a step back and regard your brand (and your competitors' brands) holistically. Products, services, and the delivery of the same to your customers, encomapsses all senses. Yes, some will dominate, but is important to understand which and why. If taste and smell (say) are the essence of your brand, how do you convey this in your advertising, where sight and sound are dominant?

I would have rated Brand Sense 5, but for the fact Lindstrom draws on analysis from a massive data base from Millward Brown. I would have liked to have seen some of the details - perhaps as appendices.

All in all a great read ... now I have no excuses for not doing more!
Vetibert Vetibert
Not Lindstrom's best book but still provides a ton of insights into the mind of the consumer and you can't take away that they guy knows his way with words. It is worth reading for any marketer that wish to understand what makes people buy or prefer a certain brand, but it is also good for educating consumers in spotting the tricks used by unethical marketers. However if it was choice, I would recommend you read his other book, Buyology before this one. It just a better read.
Jockahougu Jockahougu
I am using my husband's kindle to teach Brand Sense, and the lessons have been very successful. The book is well-written and there are lots of relevant (popular culture) examples that my students can relate to. At first it was hard to teach this book, with the kindle, as I have historically preferred hard-copies of books, but I am learning to navigate the technology. And, I have to say, I think I have been proselytized.
GAZANIK GAZANIK
Well, if you like to feel free and independent you better read about manipulating of human brain-judgement by marketing and politicians. This book can help you to better run your own business or to defend yourself from the outside agressions and influences.
Marelyne Marelyne
Very useful book for deeper insights on how these big companies are so successful. This book, just like all of the books by martin lindstorm is an investment. A very smart investment if you ask me.
Rageseeker Rageseeker
The author portrays cases studies of big companies, keeping it far from the reality of many professionals who wotk with much smaller clients. He doesn't depict the ideas, he just shows what companies did. Interesting, but not so much real...

Also, he accounts Brand Sense responsible for astonishing results, like the big increase in sales of Chrysler cars. Brand Sense is not magic.
Information provided doesn't seem to be backed up by other than experience and cannot be applied to various forms of products/services - which is normal, but perhaps the nature of this book should be better presented. I found it useful for my general knowledge, but not necessarily for a business. it expanded my perspective, but it felt not enough at the end.