Brand Sense How to Build Powerful Brands Through Touch, Taste, Smell, Sight and.pdf

1、BUS1NESS&M ARKET1NG Advance Praise for BRAND sense BRAND sense is a landmark work that explains what the worlds most successful companies do differently,integrating all five of the senses-touch,taste,smell,sight,and sound.The book will transform the way marketers approach the entire concept of brand

2、ing.-Charlie Bell,CEO&Chairman,McDonalds Corporation Martin Lindstrom,one of brandings most original thinkers,reveals how to break out of the two-dimensional rut of sight and sound,and connect emotionally with all five senses.His book provides data and insights that will surprise even the most savvy

3、 brand watcher.-RobertA.Eckert,CEO&Chairman,Mattei,Inc.Martin Lindstrom has a talent for big ideas.In BRAND sense,he brings new ideas to life using real examples from leading companies around the world.BRAND sense introduces new dimensions to the art and sci-ence of brand management.-Alex Hungate,Ch

4、ief Marketing Officer,Reuters Group Creative,insightful,compelling.It will help you cut through the mass of commercial clutter and develop a powerful brand.-Torben Ballegaard Sorensen,CEO,Bang&Olufsen Worldwide BRAND sense breaks new ground with an insightful view of how mar-keting to all five sense

5、s can transform the way you build your brands.-Andre Lacroix,CEO&Chairman,EuroDisney It contains a treasury of ideas for bringing new life to your brands.-Philip Kotler,from the Foreword ISBN 0-7432-6784-2 u.s.$26.00 Can.$37.50 In perhaps the most creative and authoritative book on sensory branding

6、ever written.international business legend Martin Lindstrom reveals what the worlds most successful branding companies do differently-integrating touch,tasle.smell,sight.and sound-with startling and measurable results.Based on the largest study ever conducted on how our five senses affect the creati

7、on of brands.BRAND sense explains Martin Lindstroms innovative six-step program for bringing brand building into the twenty-first century.The study,covering morc than a dozen coun-tries worldwide.was conducted exclusively for this book by Millward Brown.one ofthc largest business research institutio

8、ns in the world.Drawing on countless exam-ples of both product creation and retail experience,Lindstrom shows how toestablish a marketing approach that appeals to all the senses,not simply the conventional reliance on sight and sound.Research shows that a full 75 percent of our emotions are in fact

9、generated by what we smell.and the author explains how to capitalize on that finding.Included are innovative tools for evaluating a brands place on the sensory scale,analyzing its future sensory potential,and enhancing its appeal to reach the broadest base of consumers.Lindstrom lists the lOp twenty

10、 brands for the future based on their sensory awareness.(The top three:Singapore Airlines,Apple.and Disney.)Among the books many fascinating factual high-lights are the following:That gratifying new-car smell that accompanies the purchase of a new car is actually from a factory-installed aerosol can

11、 containing new-car aroma.The Kelloggs trademarked crunchy sound and feel of eating com Hakes was created in sound labs and patented in the same way that the company owns its recipe and logo.(continued on back flap)(continued from from flap)Singapore Airlines has patented a scent that is parI of eve

12、ry female flight attendants perfume,as well as blended into the hot towels served before takeoff.and which generally permeates their entire fleet of airplanes.Starbucks sensory uniqueness is far less strongly associated with the smell and taste of coffee than with the interior design of its cafes an

13、d its green and white logo.Hailed as the Worlds Brand Futurist by the BBC.Martin Lindstrom is one of the worlds top entrepreneurial visionaries.He has changed the face of global marketing with twenty years of hands-on experience as an advertis-ing CEO and adviser to Fortune SOO companies.Firmly stee

14、ped in scientific evidence and featuring sensory secrets of the most successful brand names,BRAND sense reveals how to transform marketing strategies into positive business results that no brand builder can afford to ignore.Martin Lindstrom founded his first advertising agency at the age of twelve.T

15、oday he is one of the worlds most distinguished brandi ng experts,whose blue-chip clients include Disney.Pepsi,Philips,Microsoft,Mars,and Mercedes-Benz,among many others.Lindstrom is a former global COO of British Telecom-LookSmart and a former BBDO execu-tive;he also founded and was CEO of BBDO Int

16、eractive Asia and cofounder of BBDO Interactive Europe,both of which grew to become their regions largest Internet-solution companies.A popular speaker intemationally.in 2004 Lindstrom was featured at conferences in 4Ocountries.I www.BRAND I Visi t u s onlin at JACKET DESIGN BY ERIC FUENTECILLLA AUT

17、HOR PHOTO BY MAlT HOYLE PRINTED IN THE U.S.A COPYRIGHT 0 2()()5 SIMON&SCHUSTER.INC.DISTRIBUTED BY SIMON&SCHUSTER.INC.BRA sense Build Powerful Brands through Touch,Taste,Smell,Sight,and Sound Martin Lindstrom Foreword by Philip Kotler Free Press NEW YORK LONDON TORONTO SYDNEY fp FREE PRESS A Division

18、 of Simon&Schuster,Inc.1230 Avenue of the Americas New York,NY 10020 Copyright 2005 by Martin Lindstrom All rights reserved,including the right of reproduction in whole or in part in any form.FREE PRESS and colophon are trademarks of Simon&Schuster,Inc.For information about special discounts for bul

19、k purchases,please contact Simon&Schuster Special Sales:1-800-456-6798 or TEXT DESIGNED BY PAUL DIPPOLITO All illustrations were created by Martin Lindstrom.Manufactured in the United States of America 10 9 8 7 6 5 4 3 2 1 Library of Congress Cataloging-in-Publication Data Lindstrom,Martin Brand sen

20、se:build powerful brands through touch,taste,smell,sight,and sound/Martin Lindstrom;foreword by Philip Kotler.p.cm.Includes bibliographical references and index.1.Brand name products.2.Business names.3.Advertising-Brand name products.4.Advertising-Psychological aspects.5.Senses and sensation.1.Title

21、.HD69.B7 L548 2005 658.827-dc22 ISBN 0-7432-6784-2 2004056438 Tell me and Ill forget,Show me and I might remember,Involve me and Ill understand.-BENJAMIN FRANKLIN Contents Foreword by Philip Kotler xi I A Cottage Industry Turns Professional 1 2 Some Companies Are Doing It Right 8 3 Smash Your Brand

22、39 4 From 2-D to 5-D Branding 67 5 Stimulate,Enhance,and Bond:Crafting a Sensory Brand 102 6 Measuring Senses 138 7 Brand Religion:Lessons Learned 165 8 Branding:A Holistic View 195 Notes 215 The BRAND sense Research 219 A Few Words from the Researcher 221 Acknowledgments 223 Always updated at DualB

23、 225 Index 227 Foreword Philip Kotler Marketing isnt working today.New products are failing at a disas-trous rate.Most advertising campaigns do not register anything dis-tinctive in the customers mind.Direct mail barely achieves a 1 percent response rate.Most products come across as interchange-able

24、 commodities rather than powerful brands.Yes,there are still powerful brands:Coca-Cola,Harley-Davidson,Apple Computer,Singapore Airlines,BMW.These corporations have learned how to make their brands live in the customers minds.A brand,of course,must at least deliver a distinctive benefit.No amount of

25、 dressing up will make up for this lack.All of the aforemen-tioned brands deliver a distinctive benefit.But distinctive brands require something more.They have to be powered up to deliver a full sensory and emotional experience.It is not enough to present a product or service visually in an ad.It pa

26、ys to attach a sound,such as music or powerful words and symbols.The combination of visual and audio stimuli delivers a 2+2=5 impact.It pays even more to trigger other sensory channels-taste.touch,smell-to enhance the total impact.This is Martin Lindstroms basic xi FOREWORD message,and he illustrate

27、s it beautifully through numerous cases with compelling arguments.Most companies take the easy way out to market their brands.They buy a lot of expensive advertising and make cliched claims.The companies Martin describes are much more creative.One of the main reasons to read this book is that it con

28、tains a treasury of ideas for bringing new life to your own brands.xii CHAPTER 1 A Cottage Industry Turns Professional JANUARY 14,2004 WAS A LANDMARK in the life of Sydney-born teenager Wilhelm Andries Petrus Booyse.It was a day that passed unnoticed by most,but it proved to be the highlight of Will

29、s life.He lay face-down on a firm table and submitted his neck to the pain of the plastic surgeons laser.The doctor worked slowly and diligently,carefully obliterating the tattooed bar code with the letters C-U-C-C-I neatly etched underneath.The beam followed the shape once so carefully dupli-cated

30、from the Cucci Corporations printed guidelines.Bit by bit the tattoo was removed.The process was painful,but it marked the end of Wills obsession with the Cucci brand-an obsession he had taken to the outermost limits.Cucci had become more than a brand.It was,in Wills words,My one and only religion.I

31、 first met Will in May 1999,when his Cucci tattoo was brand spanking new.He had,he believed,formed a lifelong relationship with the brand.Lifelong turned out to be only five years.In that time,the brand was no longer just a brand.For Will it had become a person whom he could relate to,admire,and be

32、supported by.This 1 MARTIN LINDSTROM relationship gave him the energy he required to get up each day and go to school.It gave him a sense of his own identity.He talked about Cucci as a family member,not as an expensive fashion product.He could expound at great length about the designs,the colors,the

33、 feel of the fabrics,the texture of the leather,and the distinct smell of the perfumed Cucci environment.By the time Will removed the Cucci bar code from his neck,he had the sense that the brand was losing its grip.What was once perceived as the ultimate brand,made in heaven,seemed to be slipping.Wi

34、ll was not alone in his perception.Cuccis lack of innovation and dated advertising campaigns suffered a final blow when Tom Ford,Cuccis head designer,unceremoniously decided to go his separate way.Additionally Will had found another path to follow.The Aus-tralian Navy beckoned,offering him another s

35、ense of family and identity.A lot of his newfound mates sported tattoos as well,but they generally chose the name of the vessel that they called home for six months each year.Will summed up his experience with Cucci:The admiration I had for the Cucci brand was stronger than any other person I knew.F

36、or me,Cucci was more than a brand-it was my personal compan-ion.When 1 entered a Cucci store,I felt like 1 was in heaven.Every-thing about the place made me feel at home.The atmosphere of luxury,the lighting,the design,and the music.I suppose the status that this gave me amongst my friends made me a

37、n exclusive member of this distinct brand community.In the time that I wore the Cucci tattoo,people approached me cOIlstantly and made me feel the cen-ter of the universe.I dont know what happened,but one day I woke up and the magic was gone.Cucci failed to excite me as it always had.The only thing

38、that remained was the tattoo Jd had done so willingly five years before.So despite the pain of removal,I felt it had to go.As frightening,shocking,or intriguing as Wills story might sound,my meeting with him sparked the first sensory branding research project ever conducted.It was fi five-year missi

39、on which involved hundreds of researchers and thousands of consumers across four continents.We sought to understand the rationale behind behavior like Wills.2 BRAND sense Will was a living breathing example of what marketers ultimately aspire to when they create a brand.He also was a perfect test su

40、bject in our quest to understand the dynamics of strong branding used correctly-and incorrectly.What was it that made a kid base his life on a brand?What components of the brand formed such a magnetic connection?And then,at what point did the brand fail?How did obsessive belief turn into disappointm

41、ent?We went out and asked all kinds of questions of people who have particular affinities for various brands.They willingly,and kindly,shared their passions.This invaluable information led me to con-clude that if branding wishes to survive another century it will need to change track.More communicat

42、ion in an already overcrowded world simply wont do it.A1new vision with an emotional basisis required.I realized that a brand would have to become a sensory experi-ence that extends beyond the traditional paradigm,which primarily addresses sight and sound.Another aspect of the new branding that I gl

43、eaned from Will is that a brand should create a following similar to the obsessive com-mitment of sports fans or even,in certain respects,to the faith of a religious community.The bond it forms is the social glue that links and unites generations of people.Religion,however,is only one side of the st

44、ory for the next gener-ation of branding.In order to have a viable future,brands will have to incorporate a brand platform that fully integrates the five senses.This sensory platform will reveal the very belief-or significant fol-lowing-necessary to create a brand philosophy.Without taking compariso

45、ns to religion too far,we can see its relevance for some points of sensory branding.Branding:The Next Generation The concept of branding is already undergoing dramatic changes.New technologies have allowed us to go beyond mass production and to mass customize brands.Currently brand manufacturers own

46、 3 MARTIN LINDSTROM their brands.This is changing.In the future brands will increasingly be owned by the consumer.The first signs of this shift appeared in the late 1990s.I documented this phenomenon in BRANDchild and named it MSP-Me Selling Proposition.In the 1950s branding belonged to the USP-the

47、Unique Selling Proposition.This ensured that the physical product,rather than the brand,was the core differential.By the 1960s we began seeing the first signs of true Emotional Selling Proposition(ESP)brands.Simi-lar products were perceived as different primarily because of an emotional attachment.T

48、hink of Coke and Pepsi.The consumr tends to drink the label rather than the cola.During the 1980s the Orga-nizational Selling Proposition(OSP)emerged.The organization or corporation behind the brand in fact became the brand.It was the organizations philosophy that distinguished it from others.For ma

49、ny years Nike subscribed to this form of branding.The internal spirit of the company was so strong that its employees became the main ambassadors for its brand.By the 1990s brands had gained enormous strength in their own right,and the Brand Selling Proposition(BSP)took over.The brand was stronger t

50、han the physical dimensions of the product.Think Harry Potter,Pokemon,Disney,or M&Ms.The brand name is found on sheets and toothbrushes,wallpaper and makeup sets.Books and movies aside,the consumer has become more fixated on the brand than the stories.The world of communication constantly changes.In