Dimensions: 256 pages, 9 × 6 × 1 in
Published: February 10, 2005
Publisher: Free Press
The following ISBNs are associated with this title:
ISBN - 10: 0743267842
ISBN - 13: 9780743267847
Read from the Book
Chapter 1: A Cottage Industry Turns Professional January 14, 2004 was a landmark in the life of Sydney-born teenager Wilhelm Andries Petrus Booyse. It was a day that passed unnoticed by most, but it proved to be the highlight of Will''s life. He lay face-down on a firm table and submitted his neck to the pain of the plastic surgeon''s laser. The doctor worked slowly and diligently, carefully obliterating the tattooed bar code with the letters G-U-C-C-I neatly etched underneath. The beam followed the shape once so carefully duplicated from the Gucci Corporation''s printed guidelines. Bit by bit the tattoo was removed. The process was painful, but it marked the end of Will''s obsession with the Gucci brand -- an obsession he had taken to the outermost limits. Gucci had become more than a brand. It was, in Will''s words, "My one and only religion." I first met Will in May 1999, when his Gucci tattoo was brand spanking new. He had, he believed, formed a lifelong relationship with the brand. Lifelong turned out to be only five years. In that time, the brand was no longer just a brand. For Will it had become a "person" whom he could relate to, admire, and be supported by. This relationship gave him the energy he required to get up each day and go to school. It gave him a sense of his own identity. He talked about Gucci as a family member, not as an expensive fashion product. He could expound at great length about the designs, the colors, the feel of the fabrics, the texture of the
Table of Contents
Foreword by Philip Kotler
1 A Cottage Industry Turns Professional
2 Some Companies Are Doing It Right
3 Smash Your Brand
4 From 2-D to 5-D Branding
5 Stimulate, Enhance, and Bond: Crafting a Sensory Brand
6 Measuring Senses
7 Brand Religion: Lessons Learned
8 Branding: A Holistic View
The BRAND sense Research
A Few Words from the Researcher
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From the Publisher
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.
"It contains a treasury of ideas for bringing new life to your brands."
-- Philip Kotler, from the Foreword