|No. of Pages:||190|
"A wonderful book."
"Stands out from the crowd.., it has a flash of insight."
"Breezily written and easy to read."
"Lindstrom-s ideas... like any good brand, are sexy, smartly packaged and sure to spark debate."
"Should be read by everyone involved in developing or improving a brand."
Philip Kotler, Professor of International Marketing, Kellogg School of Management
"An outstanding book that intrigues and enriches our understanding of how consumers really perceive brands."
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
About the Author:
Martin Lindstrom was recognized by Time magazine as one of the world-s 100 most influential people of 2009. Author of the best-selling Buyology and Brandchild (also published by Kogan Page) he is a frequent advisor to numerous Fortune 100 companies. Hailed as the "World-s Brand Futurist" by the BBC, Lindstrom has changed the face of global marketing and his five best-sellers have been translated into more than thirty languages.
Brand managers, professionls in advertising in dusty, students of management.