Brand Sense
Lindstrom, Martin
| Autor: | Lindstrom, Martin |
|---|---|
| Themengebiete: | Business / Economics / Finance |
| Veröffentlichungsdatum: | 27.04.2010 |
| EAN: | 9780749460570 |
| Auflage: | 002 |
| Sprache: | Englisch |
| Seitenzahl: | 192 |
| Produktart: | Kartoniert / Broschiert |
| Verlag: | Kogan Page Kogan Page Ltd |
| Untertitel: | Sensory Secrets Behind the Stuff We Buy |
Produktinformationen "Brand Sense"
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.
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