Martin Lindstrom's groundbreaking new book BRAND sense, has just been released worldwide by Simon & Schuster. With a foreword by one of the all-time masters of marketing, the distinguished Dr Philip Kotler, Professor of International Marketing at the Kellogg School of Management, and endorsed by CEOs and chairmen from various companies ranging from McDonald's to Disney and Mattel. BRAND sense is being touted as the marketing book of 2005.
Three neglected senses From the first newsprint ads that appeared over 150 years ago, to the computer-generated, special-effects bonanzas that dominate our lives in the 21st century, brands have been built and emotions tapped into by using only two of our five senses. Sight and sound! Brand communication has reached a new frontier. In order to successfully conquer future horizons, brands will have to find ways of appealing to the three neglected senses.
It can be done! BRAND sense will tell you how.
The fresh smell of a new car...
Drawing heavily on the data of his extensive research, Lindstrom's discovered some remarkable facts. BRAND sense proves how the smell of a new car, or the perfect sound of a closing car door, plays a major role in selecting what model is purchased. Ironically, a new-car smell simply doesn't exist. What the consumer smells is an artificial odor that's been sprayed into the interior, creating a sense of quality. Now the generic "new car smell" is about to be branded along with the sound of a closing door - just like Singapore Airlines has patented the smell in their cabin. Likewise, the sound and feel of Kellogg's cornflakes crunching in our mouth has been created in sound labs.
40% of all brands are to include Sensory Branding by 2006
If brands want to build and maintain loyalty, they are going to be forced to establish a strategy that appeals to all our senses. This is a fact that no serious brand-builder can ignore. It is estimated that 35 per cent of the world's Fortune 500 brands will include a sensory branding strategy in their marketing plan by the end of 2006. Quite simply, their future survival will depend on it.
BRAND sense offers to show you how to turn your brand from a two-sense product into a five-sense phenomenon. In a fail-proof six-step process it will help brands cross the all-important sensory frontier. There are innovative branding tools for evaluating where your brand is on the sensory scale. You can analyze your brand's future sensory potential, and then follow a clear pathway to build and optimize its sensory appeal. Lindstrom cites companies like Cadillac, Apple, Mercedes-Benz, Nokia, McDonald's, Louis Vuitton, Nestle, and Disney, all of whom have recently adopted a sensory approach and have seen their brands perform superbly under this new direction.
Read more...
A comprehensive guide to the world of branding
