Summary and Info
"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.
More About the Author
Martin Lindstrom (Lindstrøm) is a Danish author and Time magazine Influential 100 Honoree. Lindstrom's books include Buyology - Truth and Lies About Why We Buy (Doubleday Business, division of Random House) and Brandwashed - Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy (Crown Publications, a division of Random House), his first title written for consumers, for which Lindstrom conducted a $3 million word-of-mouth marketing experiment – inspired by the 2009 film, The Joneses – to study the effects of social influence on purchasing decisions.
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