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Brand Sense

Brand Sense Author Martin Lindstrom
ISBN-10 9781439172018
Release 2010-02-02
Pages 175
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Did you know that the gratifying smell that accompanies the purchase of a new automobile actually comes from a factory-installed aerosol can containing "new car" aroma? Or that Kellogg's trademarked "crunch" is generated in sound laboratories? Or that the distinctive click of a just-opened jar of Nescafé freeze-dried coffee, as well as the aroma of the crystals, has been developed in factories over the past decades? Or that many adolescents recognize a pair of Abercrombie & Fitch jeans not by their look or cut but by their fragrance? In perhaps the most creative and authoritative book on how our senses affect our everyday purchasing decisions, global branding guru Martin Lindstrom reveals how the world's most successful companies and products integrate touch, taste, smell, sight, and sound with startling and sometimes even shocking results. In conjunction with renowned research institution Millward Brown, Lindstrom's innovative worldwide study unveils how all of us are slaves to our senses -- and how, after reading this book, we'll never be able to see, hear, or touch anything from our running shoes to our own car doors the same way again. An expert on consumer shopping behavior, Lindstrom has helped transform the face of global marketing with more than twenty years of hands-on experience. Firmly grounded in science, and disclosing the secrets of all our favorite brands, Brand Sense shows how we consumers are unwittingly seduced by touch, smell, sound, and more.



BRAND sense

BRAND sense Author Martin Lindstrom
ISBN-10 1439103453
Release 2008-06-16
Pages 256
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In perhaps the most creative and authoritative book on sensory branding ever written, international business legend Martin Lindstrom reveals what the world's most successful branding companies do differently -- integrating touch, taste, smell, sight, and sound -- with startling and measurable results. 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 over a dozen countries worldwide, was conducted exclusively for this book by Millward Brown, one of the largest business research institutions in the world. Drawing on countless examples of both product creation and retail experience, Lindstrom shows how to establish 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 generated by what we smell, and the author explains how to capitalize on that insight. 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. Lindstrom lists the top twenty brands for the future based on their sensory awareness. (The top three? Singapore Airlines, Apple, and Disney.) Among the book's many fascinating factual highlights are the following: That gratifying new-car smell that accompanies the purchase of a new car is actually a factory-installed aerosol can containing "new-car" aroma. Kellogg's trademarked crunchy sound and feel of eating cornflakes was created in sound labs and patented in the same way that the company owns its recipe and logo. Singapore Airlines has patented a scent that is part of every female flight attendant's 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 cafés and its green and white logo. Hailed as the "World's Brand Futurist" by the BBC, Martin Lindstrom is one of the world's top entrepreneurial visionaries, who has changed the face of global marketing with twenty years of hands-on experience as an advertising CEO and adviser to Fortune 500 companies. Firmly steeped 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.



Brand Sense

Brand Sense Author Martin Lindstrom
ISBN-10 0749443715
Release 2005
Pages 237
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"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.



BRAND sense

BRAND sense Author Martin Lindstrom
ISBN-10 9781451649666
Release 2011-09-06
Pages 256
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In perhaps the most creative and authoritative book on sensory branding ever written, international business legend Martin Lindstrom reveals what the world's most successful branding companies do differently -- integrating touch, taste, smell, sight, and sound -- with startling and measurable results. 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 over a dozen countries worldwide, was conducted exclusively for this book by Millward Brown, one of the largest business research institutions in the world. Drawing on countless examples of both product creation and retail experience, Lindstrom shows how to establish 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 generated by what we smell, and the author explains how to capitalize on that insight. 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. Lindstrom lists the top twenty brands for the future based on their sensory awareness. (The top three? Singapore Airlines, Apple, and Disney.) Among the book's many fascinating factual highlights are the following: That gratifying new-car smell that accompanies the purchase of a new car is actually a factory-installed aerosol can containing "new-car" aroma. Kellogg's trademarked crunchy sound and feel of eating cornflakes was created in sound labs and patented in the same way that the company owns its recipe and logo. Singapore Airlines has patented a scent that is part of every female flight attendant's 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 cafés and its green and white logo. Hailed as the "World's Brand Futurist" by the BBC, Martin Lindstrom is one of the world's top entrepreneurial visionaries, who has changed the face of global marketing with twenty years of hands-on experience as an advertising CEO and adviser to Fortune 500 companies. Firmly steeped 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.



Customer Sense

Customer Sense Author Aradhna Krishna
ISBN-10 9781137346056
Release 2013-05-06
Pages 185
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An insightful look at how touch, taste, smell, sound, and appearance effect how customers relate to products on a sensory level, and how small sensory changes can make a huge impact. Customer Sense describes how managers can use this knowledge to improve packaging, branding, and advertising to captivate the consumer's senses.



Buyology

Buyology Author Martin Lindstrom
ISBN-10 0385528299
Release 2008-10-21
Pages 256
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How much do we know about why we buy? What truly influences our decisions in today’s message-cluttered world? An eye-grabbing advertisement, a catchy slogan, an infectious jingle? Or do our buying decisions take place below the surface, so deep within our subconscious minds, we’re barely aware of them? In BUYOLOGY, Lindstrom presents the astonishing findings from his groundbreaking, three-year, seven-million-dollar neuromarketing study, a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His startling results shatter much of what we have long believed about what seduces our interest and drives us to buy. Among the questions he explores: Does sex actually sell? To what extent do people in skimpy clothing and suggestive poses persuade us to buy products? Despite government bans, does subliminal advertising still surround us – from bars to highway billboards to supermarket shelves? Can “Cool” brands, like iPods, trigger our mating instincts? Can other senses – smell, touch, and sound - be so powerful as to physically arouse us when we see a product? Do companies copy from the world of religion and create rituals – like drinking a Corona with a lime – to capture our hard-earned dollars? Filled with entertaining inside stories about how we respond to such well-known brands as Marlboro, Nokia, Calvin Klein, Ford, and American Idol, BUYOLOGY is a fascinating and shocking journey into the mind of today’s consumer that will captivate anyone who’s been seduced – or turned off – by marketers’ relentless attempts to win our loyalty, our money, and our minds.



Sensory Marketing

Sensory Marketing Author Aradhna Krishna
ISBN-10 9781135429959
Release 2011-02-25
Pages 428
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What is sensory marketing and why is it interesting and also important? Krishna defines it as "marketing that engages the consumers’ senses and affects their behaviors." In this edited book, the authors discuss how sensory aspects of products, i.e., the touch , taste, smell, sound, and look of the products, affect our emotions, memories, perceptions, preferences, choices, and consumption of these products. We see how creating new sensations or merely emphasizing or bringing attention to existing sensations can increase a product’s or service’s appeal. The book provides an overview of sensory marketing research that has taken place thus far. It should facilitate sensory marketing by practitioners and also can be used for research or in academic classrooms.



Small Data

Small Data Author Martin Lindstrom
ISBN-10 9781250080684
Release 2016-02-23
Pages 256
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"Hired by the world's leading brands to find out what makes their customers tick, Martin Lindstrom spends 300 nights a year overseas, closely observing people in their homes. His goal: to uncover their hidden desires and turn them into breakthrough products for the world's leading brands. In a world besotted by the power of Big Data, he works like a modern-day Sherlock Holmes, accumulating small clues to help solve a stunningly diverse array of challenges. In Switzerland, a stuffed teddy bear in a teenage girl's bedroom helped revolutionize 1,000 stores, spread across twenty countries, for one of Europe's largest fashion retailers. In Dubai, a bracelet strung with pearls helped Jenny Craig offset its declining membership in the United States and increase loyalty by 159 percent in only a year. And in China, the look of a car dashboard led to the design of the Roomba vacuum - a great American success story. How? Lindstrom connects the dots in this globetrotting narrative that will fascinate not only marketers and brand managers, but anyone interested in the infinite variations of human behavior. The Desire Hunter combines armchair travel with forensic psychology into an interlocking series of international clue-gathering detective stories. It presents a rare behind-the-scenes look at what it takes to create global brands; and along the way, reveals surprising and counter-intuitive truths about what connects us all as humans"--



Brandwashed

Brandwashed Author Martin Lindstrom
ISBN-10 9788565482073
Release 2016-04-26
Pages 276
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Martin Lindstrom, um dos mais importantes profissionais de marketing do mundo, desvenda todas as estratégias secretas do marketing e da propaganda. Se você já comprou brinquedos de marcas específicas a pedido dos seus filhos, leu um livro só porque ele estava na lista de best-sellers, dormiu com o seu iPhone debaixo do travesseiro, "curtiu" algo no Facebook ou aceitou o cartão fidelidade de uma loja, então você foi brandwashed. Martin Lindstrom sabe disso porque participa da guerra das marcas há mais de vinte anos. E agora ele aponta os holofotes para o seu próprio campo de trabalho e revela todas as estratégias psicológicas usadas para manipular nossas mentes e nos persuadir a comprar.



Paid Attention

Paid Attention Author Faris Yakob
ISBN-10 9780749473617
Release 2015-04-03
Pages 216
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As ever, the onus is on brands to find compelling ways to earn the attention of the consumer. Yet content scarcity has given way to overload, fixed channels have dissolved into fluid networks, and audiences have become participants in consumer-driven conversations. This shift requires a new course of action for brands; it demands new marketing imperatives. Paid Attention is a guide to modern advertising ideas: what they are, why they are evolving and how to have them. Spanning communication theory, neuroscience, creativity and innovation, media history, branding and emerging technologies, it explores the strategic creation process and how to package ideas to attract the most attention in the advertising industry. Packed with real-world examples of advertising campaigns for companies including Sony, Red Bull, HP and many more, Paid Attention provides a robust model for influencing human behaviour. Referencing a wide body of theory and praxis, from behavioural economics and sociology to technology and even science fiction, Faris Yakob maps advertising onto a wider analysis of culture. Containing practical advertising and branding templates, including a new advertising planning toolkit, it is ideal for students and practitioners looking to get noticed in today's cluttered marketplace.



A Natural History of the Senses

A Natural History of the Senses Author Diane Ackerman
ISBN-10 9780307763310
Release 2011-12-07
Pages 352
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Diane Ackerman's lusciously written grand tour of the realm of the senses includes conversations with an iceberg in Antarctica and a professional nose in New York, along with dissertations on kisses and tattoos, sadistic cuisine and the music played by the planet Earth. “Delightful . . . gives the reader the richest possible feeling of the worlds the senses take in.” —The New York Times



Why We Buy

Why We Buy Author Paco Underhill
ISBN-10 9781416595243
Release 2009
Pages 306
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A revised edition of a best-selling work on America's consumer culture makes observations about the retail practices of other cultures, describes the latest trends in online retail, and makes recommendations for how major companies can dramatically improve customer service practices. Original.



Brandwashed

Brandwashed Author Martin Lindstrom
ISBN-10 9780749465254
Release 2012-01-03
Pages 288
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Marketing visionary Martin Lindstrom has been on the front lines of the branding wars for over twenty years. In Brandwashed, he turns the spotlight on his own industry, drawing on all he has witnessed behind closed doors, exposing for the first time the full extent of the psychological tricks and traps that companies devise to win our hard-earned money. Brandwashed is a shocking insider's look at how today's global giants conspire to obscure the truth and manipulate our minds, all in service of persuading us to buy. Lindstrom reveals eye opening details such as : how advertisers and marketers target children at an alarmingly young age - starting when they are still in the womb, what heterosexual men really think about when they see sexually provocative advertising, how marketers and retailers stoke the flames of public panic and capitalize on paranoia over diseases, extreme weather events, and food contamination scares, the first ever evidence proving how addicted we all are to our iPhones and our Blackberrys, and how certain companies, like the maker of one popular lip balm, purposely adjust their formulas in order to make their products chemically addictive, and much, much more.



Whiff

Whiff Author C. Russell Brumfield
ISBN-10 0981746004
Release 2008
Pages 304
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Secretly, scores of Fortune 500 companies, like Proctor & Gamble, Disney, Bloomingdales, Lexus, Reebok, Sony, Samsung, and Starwood Hotels, have been using aroma to bypass their competition. These cutting edge companies are using scent research to trigger and enhance customers' emotions, perceptions, and brand loyalty, resulting in increased sales and satisfied customers.Whiff! conveniently pulls back the veil for the rest of the $3.9 trillion U.S retail marketing trade, so that innovative small and mid-sized businesses can share the advantage of the big boys.Yet this is only the beginning stage of the scent revolution. This global wave is changing how branding and marketing experts communicate with their customers at every level across every industry.Whiff! reveals how exciting new scent discoveries are being applied to safety, security, healthcare, navigation, diagnostics, product design, and even on the battlefield. With a comprehensive overview of this global phenomenon, Brumfield and his team offer up a breath-taking whiff of the future.



Aaker on Branding

Aaker on Branding Author David Aaker
ISBN-10 9781614488323
Release 2014-07-15
Pages 220
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An expert presents in a compact form the 20 essential principles of branding that will lead to the creation of strong brands.



Wineocology

Wineocology Author Caitlin Stansbury
ISBN-10 9780762790265
Release 2012-11-06
Pages 288
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Take the mystery out of Merlot and put the pleasure back into pairing and sharing wine with sensory secrets from Hollywood’s Sommelier! Caitlin Stansbury’s revolutionary book will teach you to understand what wines you like and why you like them so that you can evaluate and enjoy their sensual delights on your own terms, regardless of price tags or product reviews. The crown jewel of Wineocology is Caitlin’s "Simple Sommelier System," the groundbreaking program that changes the way you see, smell, touch, and taste wine. A strengthening system for your senses, Wineocology shows you how to sharpen your eyes, nose, and mouth so that the information they provide is used to expand and enhance your relationship with wine. Whether you are an adventurous beginner or a seasoned connoisseur, Wineocology will make you an expert wine-know!



Killing Giants

Killing Giants Author Stephen Denny
ISBN-10 1101476214
Release 2011-03-31
Pages 256
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Everyone thought Eric Ryan and Adam Lowry were crazy to start Method, a new cleaning products company. The category had long been dominated by P&G, Unilever, and Colgate-Palmolive. Those giants had so much clout with the retail chains that their soaps had barely needed updating for decades. But by taking advantage of its underdog position, Method carved out a very profitable niche: environmentally sound products in stylish, innovative packaging. Despite having a far smaller marketing budget than their competitors, Method connected with a substantial minority of people who wanted to "buy green" but who also wanted high-quality products. Marketing expert Stephen Denny argues that, like Method, any brand can directly challenge the giant of its category and not only survive, but thrive. While it's inconvenient to be the little guy, it can also be a blessing in disguise. Giant- killers can afford to shake things up and take bold steps. They can be faster and nimbler than giants who are too slow and hidebound to make the painful but necessary changes to stay competitive. By the time they notice that slingshot, they're already keeling over. During his two decades in the trenches, Denny has taken on quite a few giants. And he has interviewed more than seventy other giant-killers across industries- from software to cosmetics to aviation-for their most powerful techniques. Our need to work smarter, with fewer resources, isn't dependent on the state of the economy or on any sense of stability you think you have in your industry. Denny's ten powerful strategies will help you overcome stale business thinking and bureaucracy. They include: ?Win in the last three feet. Leverage someone else's investment-just be there the moment the customer grabs their wallet. ?Create "thin ice" arguments. Shift the conversation to places where the competition can't-or won't-go. ?Fight unfairly. Learn how the underdog can turn the tables. From the hypercompetitive world of social media to high-stakes business-to- business sales to the trenches of retail, Killing Giants is The Art of War for a new era. It proves that size does matter-the size of the fight in the dog.