Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and SoundMartin Lindstrom
HD 69 .B7 L548 2005
Using data taken from a large international study, Lindstrom examines how the senses are involved in branding products. He argues that all five senses are actively involved in brand. By analyzing brands to which customers have the strongest loyalty, Lindstrom tries to assess which senses have the greatest impact on brand recognition. Using hundreds of examples, he highlights companies that have used individual senses well, those who play on multiple senses, and even those who failed to capitalize effectively on opportunities. Most importantly, he points out the importance of consistency of the branding across all platforms and products used by a company. This is a fascinating book which helps us to understand our own behavior as consumers as well as how to create this kind of branding for the organizations that we work for as well.
