Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound

Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound

Martin Lindstrom Philip Kotler / Jun 19, 2019

Brand Sense Build Powerful Brands through Touch Taste Smell Sight and Sound Draws on a large scale study of how the five senses impact brand creation to outline the author s six step program for twenty first century sensory branding citing the examples of such companies as C

  • Title: Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound
  • Author: Martin Lindstrom Philip Kotler
  • ISBN: 9780743267847
  • Page: 400
  • Format: Hardcover
  • Draws on a large scale study of how the five senses impact brand creation to outline the author s six step program for twenty first century sensory branding, citing the examples of such companies as Cadillac, Disney, and Louis Vuitton to explain how to esTitle Brand SenseAuthor Lindstrom, Martin Kotler, Philip FRW Publisher Simon SchusterPublication Date 2005 0Draws on a large scale study of how the five senses impact brand creation to outline the author s six step program for twenty first century sensory branding, citing the examples of such companies as Cadillac, Disney, and Louis Vuitton to explain how to esTitle Brand SenseAuthor Lindstrom, Martin Kotler, Philip FRW Publisher Simon SchusterPublication Date 2005 02 01Number of Pages 237Binding Type HARDCOVERLibrary of Congress 2004056438

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    About "Martin Lindstrom Philip Kotler"

      • Martin Lindstrom Philip Kotler

        Martin Lindstrom born 1970 is the author of the bestseller Buyology Truth and Lies About Why We Buy Doubleday Business, division of Random House Lindstrom is also a public speaker and the founder of a number of organizations including Buyology Inc Prior to founding his consultancy, Lindstrom was working as an advertising agency executive at BBDO TIME magazine named Lindstrom as one of the world s 100 most influential due to his work on science and marketing.


    275 Comments

    1. Chapter 1Types of Branding PropositionThere are currently 6 types of branding proposition.1. Unique Selling Proposition (USP)No two products are alike.Occurs in 1950s.2. Emotional Selling Proposition (ESP)Products were perceived as different primarily because of an emotional attachment. (Similar brands are perceived as different primarily because of an emotional attachment, eg Pepsi and Coke)Occurs in 1960s.3. Organizational Selling Proposition (OSP) Organization behind the brand in fact became [...]


    2. A light smooth read, but not much different from his other book that I'd read previously (that was more novel for its time). Also, at points he seemed to be so adamant on his own views that he tried to fit data into his theories.And I don't really agree with his views on some of the brands, such as Nokia or Singapore Airlines. Seemed to me he was just blowing the trumpets of the products that he's using.


    3. Ad people had sort of the same initial thoughts in late 1990's and early 2000's. I have been so into 5 sensory environmental experience with new technology for empowering brands. It's very good organized thoughts with practical evidences and researches.



    4. I bought this book because it was endorsed by Philip Kotler and The Wall Street Journal. And the fact that Martin Lindstrom is a renowned marketing guru. The WSJ hailed it to be “one of the five best marketing books ever published”. Was curious about this and I did some Googling.Turns out that it was one of 5 books that Steve Cone (senior marketing executive at Citigroup and the author of "Steal These Ideas: Marketing Secrets That Will Make You a Star" ) thought was the best. See the WSJ art [...]


    5. This looked like it was going to be interesting to read, along the lines of pop psychology, and it was short enough and the dust jacket blurb was interesting enough that I figured it would be good for an evening or two. But what the book turned out to be was essentially an advertisement for the services offered by the author's company. And some of his ideas are truly strange (to me). But a small portion of the book was interesting, along the lines of the history of advertising and how it works ( [...]


    6. Offers neat insights into what goes into a brand and their efforts to make their brands more engaging and immersive to consumers. One thing that gives me pause is that the book seems to regard religion as the ultimate brand experience, complete with logos, rituals that engage all five senses, and a source of identity and well-being to its adherents. It seems that this book is great at explaining techniques for how to create a mystique around a brand, but I don't think any product is going to del [...]


    7. Os sentidos criam uma terceira dimensão aos produtos. Marcas podem criar singularidade sensorial.Intel - único caso de branding sensorial que fez um produto que ninguém viu, ouviu e tocou num sucesso através do som e imagem de marca.O branding sensorial desperta o interesse, amplia o comportamento por impulso de compra e permite que as respostas emocionais dominem o pensamento racional.Branding sensorial traz o compromisso emocional na relação marca x consumidor.Autenticidade cria evangeli [...]


    8. Uneori nici nu ne dăm seama de brandingul senzorial Nu am putea confunda sunetul de pornire al Windows XP sau soneria de apel Nokia sau iPhone, auzindu-le mereu ne vom da seama de brandul vizat. Mulţi nu ştiu cum arăta logo-ul Nokia, dar ştiau sunetul soneriei de apel. Un brand puternic, mai ales în sec. XXI trebuie să fie construit pe baza celor 5 simţuri senzoriale, pentru a-i capta atenţia consumatorului.Ajung tot la ideea de pe prima pagina, citatul lui Benjamin Franklin: ,,Spune-m [...]


    9. Fruto da sua investigação, Martin Lindstrom na obra Brand Sense, verifica que as técnicas de comunicação actuais usam, quase exclusivamente, a visão e audição, mas nós temos outros sentidos que é importante estimular. O consumidor agora é diferente fruto do excesso de exposição à comunicação, exigem e reagem a comunicações mais breves, rápidas e directas.Leia tudo em: blogbuythebook.wordpress/2


    10. Great case studies on branding to the senses. Sensory perception, sensory touch, sensory memories. Some background in cognitive and behavioral psychology, but a bit of a stretch. I believe in sensory branding, but could Abercrombie please stop with the in-store smell? It's nauseating. Did you know bakeries in France (and elsewhere around the world) have oven stacks that extend to the front windows, hence the awesome fresh-baked baguettes smell to lure ya in.


    11. Had a point. Spent whole 200 pages hammering the point home. It was a good point, though I wish there were better insights rather than repeated brand examples and broad strokes that seem to assume that all brands need to do to succeed was incorporate more senses into their communications.It's telling that some exemplars are now facing financial woes, e.g. Nokia.


    12. The best branding book I have read so far. The last 2 - 3 chapters were kind of dull, repetetive but the book is very good. It inspired me to come up with a 5D branding strategy for a travel agency. Thanks, Lindstrom.


    13. Argues that branding should be more than just copywriting, logos, and colorschemes: instead, engage all senses. "New car smell" is one example.Reasonable enough, but I got bored at 18% (page 38 / 156).


    14. Lindstrom's book opens your eyes for other sensual touchpoints between the brands and the consumers. The book gives detailed examples and elaborates on how brands use other sensual feelings to connect with consumers.


    15. This book was really interesting and insightful, diving into the corporate world of sensory influence. Bringing up brands like Disney, Kodak and McDonald's and how they use the tool of sensory persuasion, Brand Sense is a great book for any consumer or shopper to read.


    16. Had to read this book for one of my grad school classes. Interesting premise and some valid points, but Lindstrom spends 150+ pages talking about things that could have been covered in 50. Nevertheless, it's an easy and semi-entertaining read overall.


    17. so cool. Nokia is taking over - and smell, as the sense most associated with memory, could someday be puffed out of your computer screen. Imagine a 3-d printer that makes smells instead. I smell a really cool sci-fi concept coming on


    18. In my opinion one of his best books. I even liked it better than Buyology. Would recommend to anyone who loves marketing. It is amazing how our five senses are crucial for choosing/buying products and services.


    19. Interesting with lots of insight but as with other books from Lindstrom, there seemed to be far too much repartition.





    20. Its an interesting take on branding! Helpful when you plan to launch your product in an advertisement saturated, visually bombarded world!




    21. Not as good as "Buyology" or "Brainwashed", maybe because it's a little bit older. It was also quite repetitive in some parts. I loved the ideas and concepts behind, though.


    22. Ein sehr lehrreiches Buch über Markenführung. Warum wir bestimmte Marken lieber kaufen als andere und wie man als Unternehmen die Erkenntnisse des Neuromarketing/Brand Sense anwenden kann.



    23. An ok branding book. Wouldnt recommend it to anyone when they can read Al Ries and Jack Trout and learn everything they need.


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