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BRAND sense: Sensory Secrets Behind the Stuff We Buy (English Edition) |  |
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BRAND sense: Sensory Secrets Behind the Stuff We Buy (English Edition) | |
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:
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.
网友对BRAND sense: Sensory Secrets Behind the Stuff We Buy (English Edition)的评论
书中以很多典型例子来支持作者的观点，可以给予读者很多启发。内容也不是十分的难懂，有一些观点很有新意~！值得购买，强烈推荐！
RT。
作者提出的所有观点都有强大的论据支撑，非常客观，极具参考价值。
当然，在里面还可以看到很多极妙的案例
作者将带你进入一个奇妙的感官世界
P.s.英文版看得很爽，至于中文翻译版就.....
以为很多实质性的内容~发现我想多了
Martin Lindstrom has written a truly readable and provocative book. Short term goals, and the pressures to meet them, make it all too easy to view business both myopically and blinkered. Take a step back and regard your brand (and your competitors' brands) holistically. Products, services, and the delivery of the same to your customers, encomapsses all senses. Yes, some will dominate, but is important to understand which and why. If taste and smell (say) are the essence of your brand, how do you convey this in your advertising, where sight and sound are dominant?
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 author portrays cases studies of big companies, keeping it far from the reality of many professionals who wotk with much smaller clients. He doesn't depict the ideas, he just shows what companies did. Interesting, but not so much real...
Also, he accounts Brand Sense responsible for astonishing results, like the big increase in sales of Chrysler cars. Brand Sense is not magic.
Information provided doesn't seem to be backed up by other than experience and cannot be applied to various forms of products/services - which is normal, but perhaps the nature of this book should be better presented. I found it useful for my general knowledge, but not necessarily for a business. it expanded my perspective, but it felt not enough at the end.
Well, if you like to feel free and independent you better read about manipulating of human brain-judgement by marketing and politicians. This book can help you to better run your own business or to defend yourself from the outside agressions and influences.
Branding is one of my favorite topics and this book does a great job of talking about engaging the sensory system in the process. I love the examples it gives on brands that do this well. The idea of a jeans company uses a scent to connect teens to their jeans is crazy cool! Really got my mind going on what is actually possible when we allow ourselves to open up and really be creative.
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