In this summary you will learn
- Why branding must appeal to the five senses
- How to shape a “Holistic Selling Proposition”
- How and why you should build a “sensory brand platform.”
|
Why you should read Brand Sense
|
| Author Martin Lindstrom deserves credit for this original contribution to the overworked discipline of branding. He makes the case for involving all five senses – as well as emotions of nearly religious depth – in branding. While this may not work for every industry (it would be hard to make financial services tactile, aromatic or beloved, for example), it is a provocative idea that expands the branding discussion. getAbstract finds that Lindstrom makes a logical case for exploiting the power of the senses and emotions as he weaves in data based on a 24-nation study by research firm Millward Brown. The research explored “to what extent the religious factor – faith, belief and community – could serve as a model for the future of branding.” It also examined how taste, touch, hearing, smell and sight can create links between buyers and brands, and paid incisive attention to actual branding stories. Though some repetition crops up, Lindstrom generally keeps the book moving along with new facts that propel each chapter. He makes it clear that greater sensory emphasis could boost many brands – and, perhaps, the careers of many brand managers. |
About the Author
|
|
Martin Lindstrom founded his ad agency at age 12. Today, it serves numerous international corporate clients. He publishes a weekly column on branding and has written several books, which have been translated into more than 15 languages.
|
| Overall |
 |
 (9) |
| Applicability |
|
 (8) |
| Innovation |
|
 (10) |
| Style |
|
(8) |
Level of Expertise
(what is this?)
|
| Level |
|
 (2) |
Buy the Book |
| Click here to buy the book "Brand Sense". If you wish to purchase 20 or more copies of the same title (not the summary, but the "real" book), please contact us at bulkorders@getAbstract.com. Make sure you include the title of the book and your phone number. |
getAbstract makes it easy for you to access the summary of Brand Sense any time or any place. Once registered, you can choose from a variety of download formats: PDF for your computer, BlackBerry, iPhone, Kindle, PDA or other handheld devices. You can even obtain the audio version of many of our summaries.
Subscribe today to gain access to this summary as well as many other compelling titles! |
|
