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7th out of 8 books
—
4 voters
Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound
Based on the largest study ever conducted on how our five senses affect the creation of brands, BRAND sense explains Martin Lindstrom's innovative six-step program for bringing brand building into the twenty-first century. The study, covering more than a dozen countries worldwide, was conducted exclusively for this book by Millward Brown, one of the largest business resear...more
Hardcover, 256 pages
Published
February 1st 2005
by Free Press
(first published 2005)
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Chapter 1
Types of Branding Proposition
There 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...more
Types of Branding Proposition
There 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...more
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 article...more
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 article...more
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.
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 (...more
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 (...more
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.
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...
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.
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...more
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).
Reasonable enough, but I got bored at 18% (page 38 / 156).
I wasn't impressed. Very repetitive and not very insightful. The Cliff Notes version would have been better.
Very similar to Buyology, but I think I preferred this one...? I don't remember. Good stuff still.
A must read for anyone who is a supporter of Holistic Design practices or Strategic Design
Lots of fun facts; it's a nice read.
Apr 12, 2010
Lisa
marked it as to-read
Rich Nathan Recommendation.
How our senses enhance branding.
Had to read this book for one of my grad school classes. Interesting premise and some valid points, but he spent 150+ pages talking about things that could have been covered in 50. Nevertheless, it was an easy, and semi-entertaining read overall.
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.
Interesting with lots of insight but as with other books from Lindstrom, there seemed to be far too much repartition.
An interesting look at how one can improve brand recall beyond simple logos and slogans.
Jul 14, 2008
Abayomi Ayoola
is currently reading it
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Nhu Mai
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May 21, 2013
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May 17, 2013
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May 15, 2013
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May 12, 2013
João Luís
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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...more
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