BRAND sense: Sensory Secrets Behind the Stuff We Buy (英語) ハードカバー – 2005/2/10
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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.
"BRAND sense 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."
-- Charlie Bell, CEO & Chairman, McDonald's Corporation
"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."
-- Robert A. Eckert, CEO & Chairman, Mattel, Inc.
"Martin Lindstrom has a talent for big ideas. In BRAND sense, he brings new ideas to life using real examples from leading companies around the world. BRAND sense introduces new dimensions to the art and science of brand management."
-- Alex Hungate, Chief Marketing Officer, Reuters Group
"Creative, insightful, compelling. It will help you cut through the mass of commercial clutter and develop a powerful brand."
-- Torben Ballegaard Sorensen, CEO, Bang & Olufsen Worldwide
"BRAND sense breaks new ground with an insightful view of how marketing to all five senses can transform the way you build your brands."
-- Andre Lacroix, CEO & Chairman, EuroDisney
"It contains a treasury of ideas for bringing new life to your brands."
-- Philip Kotler, from the Foreword
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I would have rated Brand Sense 5, but for the fact Lindstrom draws on analysis from a massive data base from Millward Brown. I would have liked to have seen some of the details - perhaps as appendices.
All in all a great read ... now I have no excuses for not doing more!
The reason for my low review isn't because the book lacks interesting material. It is because the book is overly wordy, and would have been far better condensed to 20% of its size. If it brought in more case examples, and were a lot shorter, it would have conveyed its ideas in an efficient fashion. Instead, it the amount of ideas and value per hour of reading became much too low.
While it makes sense (no pun intended) it is really not practical for most small businesses to implement. First only certain products or services lend themselved to involving all five senses. Secondly it can be cost prohibitive for a company on a limited budget to even consider most of his concepts.
While the book contains lots of interesting information, it is clearly focused on large multi-national companies. If you are interested in theory and learning what the giant companies have on the drawing board, then it could appeal to you. On the other hand, if you are representing a small company with a limited budget I am not sure you will find much useful information.
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