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