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. Branding expert Martin Lindstrom shows for the first time 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. 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.
"In Brand Sense, published by Kogan Page, author Martin Lindstrom reveals 'tricks of the trade.'" -Daily Star, March 2005 "Breezily written and easy to read, with useful chapter summaries and action lists." -Management Today, March 2005 "Once again, Lindstrom has delivered an outstanding book that provokes, intrigues and enriches our understanding of how consumers really perceive brands." -The Marketer, February 2005 "An outstanding book that provokes, intrigues and enriches our understanding of how consumers really perceive brands." -The Marketer, February 2005 "Effortlessly explains why certain brand images work and others fall flat. Advertisers take note." -Easy Jet, March 2005 "Lindstrom's at his best pulling us in with so many fascinating historical titbits that it's worth the read alone for the cocktail-party icebreakers...Lindstrom's ideas...like any good brand, are sexy, smartly packaged, and sure to spark debate." -Fast Company, March 2005
"In Brand Sense, published by Kogan Page, author Martin Lindstrom reveals 'tricks of the trade.'" -Daily Star, March 2005 "Breezily written and easy to read, with useful chapter summaries and action lists." -Management Today, March 2005 "Once again, Lindstrom has delivered an outstanding book that provokes, intrigues and enriches our understanding of how consumers really perceive brands." -The Marketer, February 2005 "An outstanding book that provokes, intrigues and enriches our understanding of how consumers really perceive brands." -The Marketer, February 2005 "Effortlessly explains why certain brand images work and others fall flat. Advertisers take note." -Easy Jet, March 2005 "Lindstrom's at his best pulling us in with so many fascinating historical titbits that it's worth the read alone for the cocktail-party icebreakers...Lindstrom's ideas...like any good brand, are sexy, smartly packaged, and sure to spark debate." -Fast Company, March 2005