Brand Sense

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

From the 'new car' aroma to the crunch of Kellog's cornflakes, understand how to appeal to the neglected senses: touch, taste and smell, and enter the new frontier of branding.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.