Synopses & Reviews
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 differentlyand#8212;integrating touch, taste, smell, sight, and soundand#8212;with startling and measurable results.andlt;BRandgt;andlt;BRandgt;Based on the largest study ever conducted on how our five senses affect the creation of brands, andlt;Iandgt;BRAND senseandlt;/Iandgt; 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.)andlt;BRandgt; Among the book's many fascinating factual highlights are the following:andlt;BRandgt; andlt;BRandgt;-That gratifying new-car smell that accompanies the purchase of a new car is actually a factory-installed aerosol can containing "new-car" aroma.andlt;BRandgt; andlt;BRandgt;-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.andlt;BRandgt; andlt;BRandgt;-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.andlt;BRandgt; andlt;BRandgt;-Starbucks' sensory uniqueness is far less strongly associated with the smell and taste of coffee than with the interior design of its cafand#233;s and its green and white logo.andlt;BRandgt; andlt;BRandgt;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, andlt;Iandgt;BRAND senseandlt;/Iandgt; reveals how to transform marketing strategies into positive business results that no brand builder can afford to ignore.
Review
andlt;Iandgt;"BRAND senseandlt;/Iandgt; is a landmark work that explains what the world's most successful companies do differently, integrating all five of the senses -- touch, taste, smell, sight, and sound. The book will transform the way marketers approach the entire concept of branding."andlt;BRandgt; -- Charlie Bell, CEO and Chairman, McDonald's Corporation
Review
"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. His book provides data and insights that will surprise even the most savvy brand watcher."andlt;BRandgt; -- Robert A. Eckert, CEO and Chairman, Mattel, Inc.
Review
"Creative, insightful, compelling. It will help you cut through the mass of commercial clutter and develop a powerful brand."andlt;BRandgt; -- Torben Ballegaard Sorensen, CEO, Bang and Olufsen Worldwide
Review
"Creative, insightful, compelling. It will help you cut through the mass of commercial clutter and develop a powerful brand."
-- Torben Ballegaard Sorensen, CEO, Bang and Olufsen Worldwide
Review
andlt;Iandgt;"BRAND senseandlt;/Iandgt; breaks new ground with an insightful view of how marketing to all five senses can transform the way you build your brands."andlt;BRandgt; -- Andre Lacroix, CEO and Chairman, EuroDisney
Review
"It contains a treasury of ideas for bringing new life to your brands."andlt;BRandgt; -- Philip Kotler, from the Foreword
Review
"Martin Lindstrom has a talent for big ideas. In andlt;Iandgt;BRAND sense,andlt;/Iandgt; he brings new ideas to life using real examples from leading companies around the world. andlt;Iandgt;BRAND senseandlt;/Iandgt; introduces new dimensions to the art and science of brand management."andlt;BRandgt; -- Alex Hungate, Chief Marketing Officer, Reuters Group
About the Author
andlt;bandgt;Martin Lindstromandlt;/bandgt;andnbsp;is a andlt;iandgt;New York Timesandlt;/iandgt; and andlt;iandgt;Wall Street Journalandlt;/iandgt; bestselling author, the CEO and Chairman of the Lindstrom company and the Chairman ofandnbsp;Buyology, Inc.andnbsp;(New York)andnbsp;and BRAND Sense agency (London). In 2009, he was recognised byandnbsp;andlt;iandgt;Timeandlt;/iandgt; magazine as one of the world's most influential people.andnbsp;Lindstrom is an advisor toandnbsp;Fortune 100 companies including the McDonaldand#8217;s Corporation, Nestland#233;, American Express, Microsoft Corporation, The Walt Disney Company and GlaxoSmithKline. andlt;BRandgt;andlt;BRandgt;Lindstrom speaks to a global audience of close to a million people every year. He has been featured in andlt;iandgt;Wall Street Journalandlt;/iandgt;, andlt;iandgt;Newsweekandlt;/iandgt;, andlt;iandgt;Timeandlt;/iandgt;, andlt;iandgt;The Economistandlt;/iandgt;, andlt;iandgt;New York Timesandlt;/iandgt;, andlt;iandgt;BusinessWeekandlt;/iandgt;, and andlt;iandgt;The Washington Post andlt;/iandgt;and featured on NBC'sandnbsp;andlt;iandgt;Todayandlt;/iandgt; show, ABC News, CNN, CBS, Bloomberg, FOX, Discovery and BBC. His book, andlt;iandgt;BRAND senseandlt;/iandgt;, was acclaimed by the andlt;iandgt;Wall Street Journalandlt;/iandgt; as one of the five best marketing books ever published. andlt;BRandgt;andlt;BRandgt;His more recent book andlt;iandgt;Buyologyandlt;/iandgt; was voted "pick of the year" by andlt;iandgt;USA Todayandlt;/iandgt; and reached 10 out of the top 10 best-seller lists in the U.S. and worldwide during 2008 and 2009. His five books on branding have been translated into more than thirty languages and published in more than 60 countries worldwide. Visit MartinLindstrom.com to learn more.andlt;bandgt;Philip Kotlerandlt;/bandgt; is the S.C. Johnson andamp; Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management in Chicago. He is hailed by Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." Dr. Kotler is currently one of Kotler Marketing Group's several consultants. andlt;BRandgt;andlt;BRandgt;He is known to many as the author of what is widely recognized as the most authoritative textbook on marketing: andlt;iandgt;Marketing Managementandlt;/iandgt;, now in its 13th edition. He has also authored or co-authored dozens of leading books on marketing: andlt;iandgt;Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism;andlt;/iandgt; and andlt;iandgt;The Marketing of Nations.andlt;/iandgt; andlt;BRandgt;andlt;BRandgt;Dr. Kotler presents continuing seminars on leading marketing concepts and developments to companies and organizations in the U.S., Europe and Asia. He participates in KMG client projects and has consulted to many major U.S. and foreign companies--including IBM, Michelin, Bank of America, Merck, General Electric, Honeywell, and Motorola--in the areas of marketing strategy and planning, marketing organization, and international marketing.
Table of Contents
andlt;Bandgt;Contentsandlt;/Bandgt;andlt;BRandgt;andlt;BRandgt;andlt;Iandgt;Foreword by Philip Kotlerandlt;/Iandgt;andlt;BRandgt;andlt;BRandgt;1 A Cottage Industry Turns Professionalandlt;BRandgt;andlt;BRandgt;2 Some Companies Are Doing It Rightandlt;BRandgt;andlt;BRandgt;3 Smash Your Brandandlt;BRandgt;andlt;BRandgt;4 From 2-D to 5-D Brandingandlt;BRandgt;andlt;BRandgt;5 Stimulate, Enhance, and Bond: Crafting a Sensory Brandandlt;BRandgt;andlt;BRandgt;6 Measuring Sensesandlt;BRandgt;andlt;BRandgt;7 Brand Religion: Lessons Learnedandlt;BRandgt;andlt;BRandgt;8 Branding: A Holistic Viewandlt;BRandgt;andlt;BRandgt;andlt;Iandgt;Notesandlt;BRandgt;andlt;BRandgt;The BRAND sense Researchandlt;BRandgt;andlt;BRandgt;A Few Words from the Researcherandlt;BRandgt;andlt;BRandgt;Acknowledgmentsandlt;BRandgt;andlt;BRandgt;Always updated at DualBook.comandlt;BRandgt;andlt;BRandgt;Indexandlt;/Iandgt;