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Brand Sense: Sensory Secrets Behind the Stuff We Buy [Englisch] [Taschenbuch]

Martin Lindstrom , Philip Kotler
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Kurzbeschreibung

2. Februar 2010
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.

Wird oft zusammen gekauft

Brand Sense: Sensory Secrets Behind the Stuff We Buy + Buyology: Truth and Lies About Why We Buy + Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy
Preis für alle drei: EUR 34,15

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Produktinformation

  • Taschenbuch: 192 Seiten
  • Verlag: Free Press; Auflage: Revised, Update. (2. Februar 2010)
  • Sprache: Englisch
  • ISBN-10: 1439172013
  • ISBN-13: 978-1439172018
  • Größe und/oder Gewicht: 21,3 x 14,2 x 1,2 cm
  • Durchschnittliche Kundenbewertung: 3.0 von 5 Sternen  Alle Rezensionen anzeigen (1 Kundenrezension)
  • Amazon Bestseller-Rang: Nr. 84.543 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
  • Komplettes Inhaltsverzeichnis ansehen

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Produktbeschreibungen

Pressestimmen

"BRAND sense is a landmark work that explains what the world's 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 branding."
-- Charlie Bell, CEO & Chairman, McDonald's Corporation

"Martin Lindstrom, one of branding's 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 brand watcher."
-- Robert A. Eckert, CEO & Chairman, Mattel, 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 science of brand management."
-- Alex Hungate, Chief 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 marketing to all five senses 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 -- Dieser Text bezieht sich auf eine andere Ausgabe: Gebundene Ausgabe .

Synopsis

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. 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.

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, this book reveals how to transform marketing strategies into positive business results that no brand builder can afford to ignore. -- Dieser Text bezieht sich auf eine andere Ausgabe: Gebundene Ausgabe .


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0 von 2 Kunden fanden die folgende Rezension hilfreich
3.0 von 5 Sternen Brand sense: Sensory Secrets 31. Dezember 2012
Format:Gebundene Ausgabe|Verifizierter Kauf
Das Fachbuch wurde für den erfolgreichen Abschluss des Studiums nötig. Es war in einem einwandfreien Zustand. Für unsere Tochter sehr hilfreich,
War diese Rezension für Sie hilfreich?
Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)
Amazon.com: 4.1 von 5 Sternen  40 Rezensionen
25 von 29 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen Certainly makes you think! Can be hard to implement! 7. Mai 2005
Von Stephen Northcutt - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
I read this in one shot on a 6.5 hour flight to Kauai against monster headwinds. Since then I have picked it up and read sections and tried to make changes in my company based on what I learned. Thanks to Lindstrom's book, I can certainly tell you I am on a brand journey.

I am sure every reviewer will mention Singapore Airlines. We were holding a conference and I wanted to create that distinct SANS Institute smell. So I bought five aromatic dispensers and test scents with names like "Ocean Feeling". I had people stationed to observe the customers and make note of anything they said about smell. Zero results. Why? The biggest reason is probably the volume of air in a modern conference center is several orders of magnitude greater than a jet.

We are working on the tips the author gives for music, here I am convinced he is right, I cannot listen to Rhapsody in Blue without thinking about United Airlines.

Without this book, I would have thought brand was a logo and picking some colors and maybe a jingle. My eyes are opened, and at this point I know it will be a long journey, but I am sure I will refer to the book again and again. Highly recommended for any business owner or organizational executive.
10 von 11 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen An unusual treatise based on Millward Brown's study 12. Mai 2005
Von Midwest Book Review - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
Martin Lindstrom's Brand Sense: Build Powerful Brands Through Touch, Taste, Smell, Sight And Sound provides an unusual treatise based on Millward Brown's study linking branding and sensory awareness. 'Sensory branding' is a relatively new concept: Brand Sense takes the next step from study results to outline a six-step program for bringing brand building into modern times. Examples cover products and retail marketing alike, demonstrating the basics of establishing an appealing marketing approach based on more than sight and sound alone.
4 von 4 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen Ponder your brand beyond your product and your advertising 20. September 2005
Von Tim Dire - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe|Verifizierter Kauf
Martin Lindstrom has written a truly readable and provocative book. Short term goals, and the pressures to meet them, make it all too easy to view business both myopically and blinkered. Take a step back and regard your brand (and your competitors' brands) holistically. Products, services, and the delivery of the same to your customers, encomapsses all senses. Yes, some will dominate, but is important to understand which and why. If taste and smell (say) are the essence of your brand, how do you convey this in your advertising, where sight and sound are dominant?

I would have rated Brand Sense 5, but for the fact Lindstrom draws on analysis from a massive data base from Millward Brown. I would have liked to have seen some of the details - perhaps as appendices.

All in all a great read ... now I have no excuses for not doing more!
8 von 10 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Extraordinary hypothesis 13. Februar 2005
Von Lynne - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
Now and then we need a nudge in our thinking. BRAND sense will do just that. Rethink and reframe our traditional ways of branding. In a fast-paced world where we're bombarded with slogans, signs, messages, and catchy tunes, Lindstrom's book carefully guides brands in reframing the way they will think about and present their brand. It's an extraordinary hypothesis. It is bound to challenge every marketeer to reasses, reconfigure and reframe their brand in a way that will connect more deeply and more emotionally with the consumer.
8 von 10 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Yet another Brand eye-opener from Lindstrom... 13. Februar 2005
Von Jonathan Greenstein - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
Continuing from where he left off with BRAND child, Martin Lindstrom, once again, has made me sit up and take notice of an innovative approach to contemporary marketing.

BRAND sense makes perfect sense and that's what makes it so disarmingly good. It's not that that the concepts and outcomes being postured are revolutionary, because in truth they are not. However, Lindstrom puts these notions across with such clarity that it's like a veil being lifted, and the understanding that had always been there, is now revealed.

Think about it. Why should marketers rely only on sight and sound to build brand presence, when all the other senses are equally as receptive to a savvy marketer's ability to touch its consumer base? For me, the anecodtal evidence being offered in this book, backed by credible qualitative research, points with absolute certainty to a marketing future unrecognizable from where we are currently.

Which makes the future for brand builders that much more exciting.

I loved this book for its simple human truths. Lindstrom is a past master when it comes to understanding the subtelties of consumerism, again evident in this sequel to BRAND child. I recommend it to anyone wishing to be on the cutting edge of brand knowledge and brand development.
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