Brand Sense: Sensory Secrets Behind the Stuff We Buy - Brossura

Lindstrom, Martin

Brossura

ISBN 10: 0749460571 ISBN 13: 9780749460570

Casa editrice: Kogan Page, 2012

Riassunto

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. With a foreword from Philip Kotler, 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

Recensione:

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

Descrizione del libro:

Explores revolutionary and provocative case studies based on the largest ever global study of our five senses, conducted exclusively for this book in 14 countries by Millward Brown

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

Fully updated new edition of the most creative and authoritative book on sensory branding

Su questa edizione

• Editore: Kogan Page
• Data di pubblicazione: 2012
• ISBN 10: 0749460571
• ISBN 13: 9780749460570
• Rilegatura: Copertina flessibile
• Numero edizione: 2
• Numero di pagine: 192