- Tapa dura: 256 páginas
- Editor: Kogan Page; Edición: 1 (3 de febrero de 2005)
- Idioma: Inglés
- ISBN-10: 0749443715
- ISBN-13: 978-0749443719
- Valoración media de los clientes: Sé el primero en opinar sobre este producto
- Clasificación en los más vendidos de Amazon: nº290.873 en Libros en idiomas extranjeros (Ver el Top 100 en Libros en idiomas extranjeros)
Brand Sense: How to Build Powerful Brands Through Touch, Taste, Smell, Sight and Sound (Inglés) Tapa dura – 3 feb 2005
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Descripción del producto
"Breezily written and easy to read, with useful chapter summaries and action lists." Management Today "Once again, Lindstrom has delivered an outstanding book that provokes, intrigues and enriches our understanding of how consumers really perceive brands." The Marketer "An outstanding book that provokes, intrigues and enriches our understanding of how consumers really perceive brands." The Marketer "Effortlessly explains why certain brand images work and others fall flat. Advertisers take note." Easy Jet "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 "A stand-out original among the avalanche of me-too branding publications on the market." Director "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." Documentation on Books, Cases, Teaching Material in Management "Martin Lindstrom's observations are always acute and his writing is both fascinating and readable." City to Cities "Broken into easily digestible chapters with handy 'highlights' at the end of each one." Media Week "There are lots of books trying to distil the essence of this particular magic. 'Brand Sense' stands out from the crowd for two reasons: it has a foreword by Philip Kotler, a professor at the Kellogg School of Management who is an acknowledged world master of marketing, in which he says the book 'contains a treasury of ideas for bringing new life' to brands. And it has a flash of insight." The Economist "BRANDsense is a wonderful book, an original to be sure. More important, it is a necessary book! The table has been run on traditional branding practices - and the race is on to re-imagine marketing and branding. Martin Lindstrom provides us with the Nikes we need to begin the re-imaging sprint." -Tom Peters "I think all brand managers should read this book if they want to get additional edge by tapping into the natural physiology of their customers." Journal of Product & Brand Management, Emerald "Lays out the path on how to integrate the five senses for successful branding." Journal of Marketing Research "Lindstrom discusses the strategies to turn brands into multi-sensory experiences." Media "In Brand Sense, published by Kogan Page, author Martin Lindstrom reveals 'tricks of the trade.'" -Daily Star "A treasury of ideas for bringing new life to your brands, and the cases are truly compelling ... should be read by everyone involved in developing or improving a brand. Read this book and watch how the professionals do it!" Philip Kotler, Professor of International Marketing, Kellogg School of Management, Northwestern University
Reseña del editor
"A treasury of ideas for bringing new life to your brands, and the cases are truly compelling . . . should be read by everyone involved in developing or improving a brand. Read this book and watch how the professionals do it!"
-Philip Kotler, Professor of International Marketing, Kellogg School of Management, Northwestern University
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.Ver Descripción del producto
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**** Relevant (to audio branding)
BRAND sense isn't a book (although, without qualification, it's one I recommend that anyone with an interest in business strategy, branding, marketing or communications should read!) It's a fountainhead of inspiration, ideas, and practical approaches via a whole community of innovators in anticipating a future certainty: consumer behaviour, attitudes and expectations of brands are radically changing. In his forward, Philip Kotler puts his finger on the resulting imperative: "Distinctive brands (must) deliver a full sensory and emotional experience ... It pays to attach sound, such as music or powerful words, or symbols. The combination of visual and audio stimuli delivers a 2 + 2 = 5 impact."
The BRAND sense offerings have an evangelical tone of voice you will recognise from the world of internet marketing and social media (be warned, if this is not your thing!). They include a web community at [...] (which you can access free of charge using a unique ID code in the book) plus the weekly video blog BRANDFlash, bring to life the always inciteful words of Benjamin Franklin: "Tell me and I'll forget. Show me and I might remember. Involve me and I'll understand."
As an audio branding specialist, I'm intrigued to what extent Martin's prediction - estimating that 40 per cent of the world's Fortune 500 brands will include a sensory branding strategy in their marketing plan by the end of 2006 - has come true. "Quite simply, their survival will depend on it. If brands want to build and maintain future loyalty, they will have to establish a strategy that appeals to all our senses. This is a fact that no serious brand can ignore." While I agree (well, I would, wouldn't I!), its interesting to map the impact on these views of the continuing fragmentation of the media, and the diversity of way people are engaging with low cost technologies, be they the web, mobile phones, palm held devices, interactive television, touch sensitive displays, and so the list continues.
BRAND sense is a first step down a long road to try to interpret future customer needs, and to create the emotionally-charged brands that meet them.