Brand Sense: How to Build Powerful Brands Through Touch, Taste, Smell, Sight and Sound - Rilegato

Lindstrom, Martin

Rilegato

ISBN 10: 0749443715 ISBN 13: 9780749443719

Casa editrice: Kogan Page Ltd, 2005

Riassunto

"A treasury of ideas for bringing new life to your brands, and the cases are truly compelling . . . should be read by everyone involved in developing or improving a brand. Read this book and watch how the professionals do it!" -Philip Kotler, Professor of International Marketing, Kellogg School of Management, Northwestern University 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. Branding expert Martin Lindstrom shows for the first time 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.

Su questo libro

Descrizione del libro:

The most creative and authoritative book ever published on sensory branding

Based on the largest ever global study of our five senses, conducted exclusively for this book in 14 countries by Millward Brown

Revolutionary and provocative case studies

Shows how the worlds most successful brands integrate touch, taste smell, sight and sound, with startling and measurable results

Every copy carries a unique password for free weekly online updates at dualbook.com

Foreword by Philip Kotler

Published in association with Millward Brown

L'autore:

Named the "World's Brand Futurist" by the BBC, BRANDchild author Martin Lindstrom advises Fortune Top 500 brands across the globe. He was recently selected by the Chartered Institute of Marketing as one of the world's top 50 marketing people. Martin speaks at more than 100 conferences a year across 30 countries, and he publishes a weekly online column that reaches more than one million people. He has websites at www.martinlindstrom.com and www.dualbook.com. Millward Brown is one of the world's top 10 research organizations, with 60 offices in 36 countries. See www.millwardbrown.com

Su questa edizione

• Editore: Kogan Page Ltd
• Data di pubblicazione: 2005
• ISBN 10: 0749443715
• ISBN 13: 9780749443719
• Rilegatura: Copertina rigida
• Numero edizione: 1
• Numero di pagine: 256