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Hardcover
Publisher: Free Press
Philip Kotler
ISBN13: 9780743267847
Condition: NEW
Notes: Brand New from Publisher. No Remainder Mark.
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In perhaps the most creative and authoritative book on sensory branding ever written, 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. The study, covering over a dozen countries worldwide, was conducted exclusively for this book by Millward Brown, one of the largest business research institutions in the world. 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. (The top three? Singapore Airlines, Apple, and Disney.) Among the book's many fascinating factual highlights are the following: - That gratifying new-car smell that accompanies the purchase of a new car is actually a factory-installed aerosol can containing "new-car" aroma.
- Kellogg's trademarked crunchy sound and feel of eating cornflakes was created in sound labs and patented in the same way that the company owns its recipe and logo.
- Singapore Airlines has patented a scent that is part of every female flight attendant's perfume, as well as blended into the hot towels served before takeoff, and which generally permeates their entire fleet of airplanes.
- Starbucks' sensory uniqueness is far less strongly associated with the smell and taste of coffee than with the interior design of its cafés and its green and white logo.
Hailed as the "World's Brand Futurist" by the BBC, 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, BRAND sense reveals how to transform marketing strategies into positive business results that no brand builder can afford to ignore.
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| Interesting at times |
| Customer Rating: 2 out of 5 |
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This book raises some very interesting case points about sensory involvement with brand, and makes a compelling argument that most companies are leaving many senses on the table when it comes to brand establishment. It gives some good, concrete examples of where Microsoft has made mistakes, and where Apple and Singapore Airlines have gotten it right.
The reason for my low review isn't because the book lacks interesting material. It is because the book is overly wordy, and would have been far better condensed to 20% of its size. If it brought in more case examples, and were a lot shorter, it would have conveyed its ideas in an efficient fashion. Instead, it the amount of ideas and value per hour of reading became much too low.
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| Somewhere Off The Mark, In The Land Of Obvious |
| Customer Rating: 1 out of 5 |
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This book provided little value in a real world scenario. While Lindstrom delivers an interesting take on holistic branding, I think any good brander already knows this.
Walk into a Macy's, or a Kripy Kreme. Visit a TGIFridays, Disney World or whatever. The multi-sensory brander/ marketer already gets this. Nothing new here.
Provided little value to the tool set, I want my money back.
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| A sensory guide to the branding experience |
| Customer Rating: 5 out of 5 |
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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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| wonderful |
| Customer Rating: 5 out of 5 |
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this is a wonderful book. i am a marketing student and I can see the importance of lindstrom's 5 senses branding. he also makes it very easy to understand, because he writes in a very simple way, making enjoyable the hole book.
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| Interesting and quick read on brand management |
| Customer Rating: 4 out of 5 |
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If you are interested in consumer brands, the kind that huge MNCs can produce, then you could find this useful. The premise of this book is that brand marketing should involve all five senses whereas typically marketing has involved only sight and/or sound. Lindstrom suggests that marketing should involve the full five senses of taste, smell and touch.
Most medium and small businesses would find this very suggestion hard to implement. Firstly because involving all five senses is extremely difficult to achieve in the case of many products or services. Secondly the limited budget available for many small businesses would limit their attempts to involve all five senses in the branding process. Yet if these business could simply catch up on Lindstrom's clue that a brand is much more than the logo, they would reap benefits.
If you represent a large MNC or small company with a limited budget there are two very useful tools in this book - smashing your brand and sensory audit or sensory branding authenticity test. These are not groundbreaking ideas which have not appeared before but they have been put very clearly. Though the many examples given in the book are from large corporations like Singapore Airlines or Sony, even smaller business can benefit from these. The question of why many brands do not succeed in the market hasn't been explored here in depth with examples and this drawback detracts from the usefulness of this book. Also the effect of culture on branding hasn't been mentioned. This is a major factor of brands succeeding or failing ignominiously in the market.
Overall, this book is a good and quick read with some useful information to come back to later.
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