Brand Sense: Sensory Secrets Behind the Stuff We BuyThe definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products. 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. |
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Inhalt
Maybe Im Doing It Right? | 9 |
A Smash Hit | 44 |
And Then There Were Five | 70 |
Being Alive | 106 |
Moving Mountains | 116 |
The Future | 143 |
Notes | 157 |
A Few Words from the Researcher | 163 |
Andere Ausgaben - Alle anzeigen
Brand Sense: How to Build Powerful Brands Through Touch, Taste, Smell, Sight ... Martin Lindstrom Eingeschränkte Leseprobe - 2005 |
BRAND sense: Sensory Secrets Behind the Stuff We Buy Martin Lindstrom Keine Leseprobe verfügbar - 2005 |
Häufige Begriffe und Wortgruppen
able advantage advertising Airlines appeal Apple aroma asked associations become believe Bond bottle brain Brand Sense study build called campaign carried claim close Coca-Cola Coke color communication components connection consistent consumers countries create customers developed Disney distinct drink emotional established example experience fact feel Ferrari find first five followers fragrance give glass global hand hear human icons important industry integrated it’s language less live logo look loyalty major managed manufacturer McDonald’s million Nokia odor once percent plays religion religious rituals Royal Mail scent sensory branding shape Singapore Smash smashable smell sound taste there’s thing thousand tion touch traditional tune turn United visual
Bibliografische Informationen
| Titel | Brand Sense: Sensory Secrets Behind the Stuff We Buy |
| Autor/in | Martin Lindstrom |
| Mitwirkende Personen | Philip Kotler |
| Ausgabe | überarbeitet |
| Verlag | Simon and Schuster, 2010 |
| ISBN | 1439172013, 9781439172018 |
| Länge | 192 Seiten |
| Zitat exportieren | BiBTeX EndNote RefMan |