Brand Sense: Sensory Secrets Behind the Stuff we Buy

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9780749460570: Brand Sense: Sensory Secrets Behind the Stuff we Buy

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.

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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:

Fully updated new edition of 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

Foreword by Philip Kotler

Published in association with Millward Brown

A treasury of ideas for bringing new life to your brands...read this book and watch how the professionals do it!

Philip Kotler, Professor of International Marketing, Kellogg School of Management

A flash of insight The Economist

A wonderful book and an original to be sure Tom Peters

An outstanding book The Marketer

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1.

Martin Lindstrom
Editore: KOGAN PAGE LIMITED EPZ/SPECIAL PRICED TITLES (2010)
ISBN 10: 0749460571 ISBN 13: 9780749460570
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(New Delhi, DELHI, India)
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Descrizione libro KOGAN PAGE LIMITED EPZ/SPECIAL PRICED TITLES, 2010. Paperback. Condizione libro: New. with Sewing. Codice libro della libreria VIVA-9780749460570

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Martin Lindstrom
Editore: Kogan Page (2010)
ISBN 10: 0749460571 ISBN 13: 9780749460570
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Descrizione libro Kogan Page, 2010. Soft cover. Condizione libro: New. Codice libro della libreria 325462

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Martin Lindstrom
Editore: KOGAN PAGE LIMITED EPZ/SPECIAL PRICED TITLES
ISBN 10: 0749460571 ISBN 13: 9780749460570
Nuovi Quantità: 10
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(New Delhi, DELHI, India)
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Descrizione libro KOGAN PAGE LIMITED EPZ/SPECIAL PRICED TITLES. Condizione libro: New. Codice libro della libreria AVS-9780749460570

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4.

Martin Lindstrom
Editore: KOGAN PAGE LIMITED EPZ/SPECIAL PRICED TITLES (2010)
ISBN 10: 0749460571 ISBN 13: 9780749460570
Nuovi Paperback Quantità: 20
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A - Z Books
(New Delhi, DELHI, India)
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Descrizione libro KOGAN PAGE LIMITED EPZ/SPECIAL PRICED TITLES, 2010. Paperback. Condizione libro: New. with Sewing. Codice libro della libreria VIVA-9780749460570

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5.

Martin Lindstrom (Author) & Philip Kotler (Frwd)
Editore: Kogan Page Limited/Viva Books (2010)
ISBN 10: 0749460571 ISBN 13: 9780749460570
Nuovi Softcover Quantità: > 20
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Descrizione libro Kogan Page Limited/Viva Books, 2010. Softcover. Condizione libro: New. 2nd edition. Did you know that the gratifying smell that accompanies the purchase of a new car actually comes from a factory-installed aerosol can containing "new-car" aroma? Or that Kellogg?s trademarked "crunch" is generated in sound labs? Or that many kids recognize a pair of Abercrombie and Fitch jeans, not by their look, but by their fragrance? Brand Sense has established itself as the most creative and authoritative book on how our senses affect our everyday purchasing decisions. In this revised and updated new edition, 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 shocking results. In conjunction with renowned research institution Milward Brown, Lindstrom?s innovative worldwide study unveils how all of us are slaves to our senses and how ? after reading this book ? you?ll never be able to see, hear, or touch anything from running shoes to car doors the same way again. Firmly grounded in science and disclosing the secrets of all your favourite brands Brand Sense reveals how we consumers are unwittingly seduced by touch, smell, sound and more. Contents: Start Making Sense ? Maybe I?m Doing It Right? ? A Smash Hit ? And Then There Were Five ? Being Alive ? Moving Mountains ? The Future ? The Brand Sense Research ? Index Printed Pages: 190. Codice libro della libreria 38920

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6.

Martin Lindstrom
Editore: KOGAN PAGE LIMITED EPZ/SPECIAL PRICED TITLES
ISBN 10: 0749460571 ISBN 13: 9780749460570
Nuovi Quantità: 10
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A - Z Books
(New Delhi, DELHI, India)
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Descrizione libro KOGAN PAGE LIMITED EPZ/SPECIAL PRICED TITLES. Condizione libro: New. Codice libro della libreria AVS-9780749460570

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7.

Martin Lindstrom (Author) & Philip Kotler (Frwd)
Editore: Kogan Page Limited/Viva Books (2010)
ISBN 10: 0749460571 ISBN 13: 9780749460570
Nuovi Softcover Quantità: > 20
Da
A - Z Books
(New Delhi, DELHI, India)
Valutazione libreria
[?]

Descrizione libro Kogan Page Limited/Viva Books, 2010. Softcover. Condizione libro: New. 2nd edition. Did you know that the gratifying smell that accompanies the purchase of a new car actually comes from a factory-installed aerosol can containing "new-car" aroma? Or that Kellogg’s trademarked "crunch" is generated in sound labs? Or that many kids recognize a pair of Abercrombie and Fitch jeans, not by their look, but by their fragrance? Brand Sense has established itself as the most creative and authoritative book on how our senses affect our everyday purchasing decisions. In this revised and updated new edition, 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 shocking results. In conjunction with renowned research institution Milward Brown, Lindstrom’s innovative worldwide study unveils how all of us are slaves to our senses and how â€" after reading this book â€" you’ll never be able to see, hear, or touch anything from running shoes to car doors the same way again. Firmly grounded in science and disclosing the secrets of all your favourite brands Brand Sense reveals how we consumers are unwittingly seduced by touch, smell, sound and more. Contents: Start Making Sense • Maybe I’m Doing It Right? • A Smash Hit • And Then There Were Five • Being Alive • Moving Mountains • The Future • The Brand Sense Research • Index Printed Pages: 190. Codice libro della libreria 38920

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Martin Lindstrom
ISBN 10: 0749460571 ISBN 13: 9780749460570
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Descrizione libro Paperback. Condizione libro: New. Softcover Book, Condition: New. 2nd Edition. [Please Read Carefully Before Buying], This Is An International Edition. Printed In Black and White. 190 Pages, Book Cover And ISBN No May Be Different From US Edition. Restricted Sales Disclaimer Wordings Not For Sales In USA And Canada May Be Printed On The Cover Of The Book. Standard Shipping 7-14 Business Days. Expedited Shiping 4-8 Business Days. ***WE DO NOT ENTERTAIN BULK ORDERS.*** The Books May Be Ship From Overseas For Inventory Purpose. Codice libro della libreria 493232

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Martin Lindstrom
ISBN 10: 0749460571 ISBN 13: 9780749460570
Nuovi Paperback Quantità: 5
Edizione Internazionale
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Descrizione libro Paperback. Condizione libro: New. New Softcover International Edition, Printed in Black and White, Different ISBN, Same Content As US edition, Book Cover may be Different, in English Language. Codice libro della libreria 31410

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Martin Lindstrom
Editore: Kogan Page Ltd, United Kingdom (2010)
ISBN 10: 0749460571 ISBN 13: 9780749460570
Nuovi Paperback Quantità: 1
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(London, Regno Unito)
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Descrizione libro Kogan Page Ltd, United Kingdom, 2010. Paperback. Condizione libro: New. 2nd Revised edition. 224 x 152 mm. Language: English . Brand New Book. 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. Codice libro della libreria LIB9780749460570

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