 | Brand Sense: Sensory Secrets Behind The Stuff We Buy By Martin Lindstrom
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Product Description
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.
- Amazon Sales Rank: #73397 in Books
- Published on: 2010-02-02
- Released on: 2010-02-02
- Original language: English
- Number of items: 1
- Dimensions: .47" h x 5.60" w x 8.38" l, .37 pounds
- Binding: Paperback
- 192 pages
Features
- ISBN13: 9781439172018
- Condition: USED - Good
- Notes: 100% Satisfaction Guarantee. Tracking provided on most orders. Buy with Confidence! Millions of books sold!
Review
"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
About the Author
Martin Lindstrom is a New York Times and Wall Street Journal bestselling author, the CEO and Chairman of the Lindstrom company and the Chairman of Buyology, Inc. (New York) and BRAND Sense agency (London). In 2009, he was recognised by Time magazine as one of the world's most influential people. Lindstrom is an advisor to Fortune 100 companies including the McDonald's Corporation, NestlÉ, American Express, Microsoft Corporation, The Walt Disney Company and GlaxoSmithKline.
Lindstrom speaks to a global audience of close to a million people every year. He has been featured in Wall Street Journal, Newsweek, Time, The Economist, New York Times, BusinessWeek, and The Washington Post and featured on NBC's Today show, ABC News, CNN, CBS, Bloomberg, FOX, Discovery and BBC. His book, BRAND sense, was acclaimed by the Wall Street Journal as one of the five best marketing books ever published.
His more recent book Buyology was voted "pick of the year" by USA Today and reached 10 out of the top 10 best-seller lists in the U.S. and worldwide during 2008 and 2009. His five books on branding have been translated into more than thirty languages and published in more than 60 countries worldwide. Visit MartinLindstrom.com to learn more.
Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management in Chicago. He is hailed by Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." Dr. Kotler is currently one of Kotler Marketing Group's several consultants.
He is known to many as the author of what is widely recognized as the most authoritative textbook on marketing: Marketing Management, now in its 13th edition. He has also authored or co-authored dozens of leading books on marketing: Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; and The Marketing of Nations.
Dr. Kotler presents continuing seminars on leading marketing concepts and developments to companies and organizations in the U.S., Europe and Asia. He participates in KMG client projects and has consulted to many major U.S. and foreign companies--including IBM, Michelin, Bank of America, Merck, General Electric, Honeywell, and Motorola--in the areas of marketing strategy and planning, marketing organization, and international marketing.
Excerpt. © Reprinted by permission. All rights reserved.
CHAPTER 1
IN THE WEEKS AND MONTHS FOLLOWING publication of Buyology: Truth and Lies About Why We Buy, I was invited to appear frequently on America's most popular morning program, the Today show. The topics we covered were various—shopping addictions, whether sex in advertising sells, subliminal advertising, and so on. During a recent appearance, I carried out a focus group with a selection of tweens, ages eight through twelve. My goal? To measure the degree to which sensory branding—that is to say, the use of fragrances, sounds, and even textures to enhance the appeal ofproducts—affected these kids. It was like emceeing a strange new game show called "Name That Sense."
First I played a handful of well-known songs associated with various well-known companies and TV shows. Most of the children were able to name them immediately, among them Disney, Apple Computer, and the signature theme music from Spongebob Squarepants and NBC. Now it was time for the smell test. The first fragrance that floated out was (and will always be) one of the most evocative aromas in the world.
"Oh, I know that smell," one said.
"Every kid knows that smell," another broke in.
"Okay," I said. "On the count of three, you're going to tell me what the brand is. Ready? One … two … three—"
They all got it: Play-Doh! The next two fragrances? Crayola crayons and Johnson's Baby Powder. The children identified those, too. Next, we graduated to a brand "collage board," where only parts or fragments of companies' logos or symbols were visible. Still, the kids were able to identify most if not all of the brands, from Kellogg's to Pepsi-Cola to MTV to Nike. Some, to my surprise, were even able to recognize the logos of Gucci and Tiffany's.
After scanning a handful of logos, I brought out a bunch of products from high-end designers, popular department stores, and even some generic clothing I'd picked up from street vendors.
Now, blue jeans are a not uncomplicated item for most fashion-and brand-obsessed middle-schoolers. One of the girls—Olivia—cradled a pair of jeans in her lap.
"These are from Abercrombie!" she announced happily.
As offhandedly as I could, I asked, "So how do you know those jeans are really from that store, and not fake?"
"Because of their smell," Olivia replied. She then proceeded to inhale the sweet (some might say sickly sweet) fragrance of the Abercrombie & Fitch jeans she was holding.
What Olivia was holding looked like any other pair of blue jeans. They could have come from Target. They could have come from Macy's. They could have come from a factory outlet anywhere in America. But this middle-school student had identified those jeans without blinking for one reason only: their unmistakable aroma.
As strange and intriguing as Olivia's brand preference might sound, my appearance on the Today show couldn't help but remind me of the first worldwide sensory branding research project I ever carried out, which concluded in 2005. It was a five-year mission involving hundreds of researchers and thousands of consumers across four continents. Our goal was to understand the rationale behind behavior like Olivia's—and provide a road map for consumers to understand why they were drawn to a product, whether it was an iPod, a jar of NescafÉ coffee, or even a simple breakfast cereal.
Olivia, after all, was a living, breathing example of what marketers aspire to when they create a brand. I've long wondered: What is it that makes a child (or for that matter, an adult) fall head over heels for a brand like Apple or Kellogg's? What components of the brand form such a magical, magnetic, long-lasting connection? Does an obsessive belief in a brand ever wilt into disappointment or even boredom?
That is why in 2005's Project Brand Sense, my team and I went out and asked all kinds of questions of people who have strong affinities for various brands—in some cases, you might even call them love affairs. They willingly, and generously, shared their passions and insights—invaluable information that led me to conclude that if products and advertising want to survive another century, they'll need to change direction entirely. Yet another ad plastered on a billboard in Times Square simply won't do the trick. An entirely new—andsensory—vision, one that appeals to our emotions, is what's required.
I realized then, as I do now, that a brand has to transform itself into a sensory experience that goes far beyond what we see. I also realized that more than anyone on the planet, children seem to bond most profoundly with brands that are truly sensory—that involve sound, touch, smell, and feel. This may not come as a shock when you consider that a typical child's senses are approximately 200 percent more potent than an adult's. In fact, when a new mother first cradles an infant, she probably has no idea that a newborn's sense of smell is more than 300 percent greater than her own. Call it nature's ingenious way of securing a permanent bond between mother and child.
Let me give you another amazing example of the power of sensory branding. Royal Mail is the national postal service of the United Kingdom. As many people know, postal administrations all over the world are suffering massive declines in revenue. Very few people are sending mail nowadays—packages, sure, but not those white things known as envelopes with something called a stamp placed on its upper right-hand corner. When you think about it, when was the last time you received a handwritten letter in your mailbox? The world far prefers the convenience of email, Facebook, and Twitter. In order to breathe new life into its declining direct mail figures, Royal Mail launched a campaign known as "Touching Bands." Its aim was twofold: to reconnect with consumers who'd drifted away from what was now termed somewhat dismissively "snail mail," and to demonstrate direct mail's pivotal role in the digital age as a natural partner to new media. The UK-based Brand Sense Agency was tapped to help them explore how we can use our five senses to enhance our affinity to a brand—in this case Royal Mail. The experiment was dubbed "Sensational Mail." The results were, well,
sensational.
The first piece of "Sensational" Royal Mail sent out was a personalized letter inscribed on a slab of chocolate—you read that right. Who can resist chocolate—the smooth touch, the smell that makes us salivate, the cracking sound as you break the bar in two, and last but not least, the taste?
Praised as being innovative and eye-catching, the overall response to our Royal Mail chocolate mailing defied all expectations. Three quarters of all its recipients felt it demonstrated how direct mail could engage all five senses, but they also took some action as a result of our mailing experiment, action, I should emphasize, that went over and beyond eating the chocolate letter. Quite simply, they started sending out letters again!
But we wanted to confirm our findings scientifically as well for media planners and advertisers. Using neuroscience and the most advanced brain-scanning technique available today—the fMRI—global research institute Millward Brown studied the brains of twenty men and women in the UK to find out whether the "Royal Mail experiment" had created true emotional engagement, that is to say, a potent emotional response, in consumers. They wanted to see if volunteers' brains responded at all differently to material via direct mail than they did to comparable information shown them on a computer screen. For any brand, ad, or entreaty to work (and remain memorable), it has to make its way somehow into the overstuffed workspace that is the human brain. As you might imagine, our brains are adept at filtering out irrelevant information. Emotion gets our attention through our senses—which then influence our decision-making processes. Brands that create an emotional connection to consumers are much stronger than those that don't—it's as simple (and complicated) as that.
Millward Brown's scientific research study confirmed that direct mail—namely, those chocolate-laden entreaties—was far more "real" to the brain, and had a definite "place" in consumers' perceptions. Moreover, direct mail was easier for the volunteers' brains to process, more likely than not to generate emotion, and also able to promote more fluent decision making. In short, the Royal Mail experiment proved conclusively that direct mail was able to penetrate the overcrowded closet that is our mental workspace—a spectacular feat, considering that the majority of us live in an increasingly digital environment.
Another aspect of the new branding I gleaned from my experiences with Olivia and Royal Mail is that a brand should attempt to create a following akin to the obsessive adoration a sports fan feels or even, in some respects, the faith of a religious congregation.
Without taking comparisons to religion too far, we can see the relevance of spirituality for certain aspects of sensory branding. The most memorable, savored brands of the future will be those that not only anchor themselves in tradition, but also adopt religious characteristics as they simultaneously make full, integrated use of sensory branding—period. Each fully integrated brand will boast its own identity, one that's expressed in its every message, shape, symbol, ritual, and tradition—just as sports teams and religion do.
Evoking something resembling religious zeal, however, is only one objective of the next ...
Most helpful customer reviews
23 of 26 people found the following review helpful.Certainly makes you think! Can be hard to implement!
By Stephen Northcutt
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.
9 of 10 people found the following review helpful.
An unusual treatise based on Millward Brown's study
By Midwest Book Review
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.
6 of 7 people found the following review helpful.The Interdependence of Branding and Sensory Awareness
By Robert Morris
As Philip Kotler explains in an especially perceptive Foreword, "distinctive brands...have to be powered up to deliver a full sensory experience. It is not enough to present a product or service visually in an ad...The combination of visual and audio stimuli delivers a 2 + 2 = 5 impact. It pays even more to trigger other sensory channels - taste, touch, smell - to enhance the total impact. This is Martin Lindstrom's basis message, and he illustrates it beautifully through numerous cases with compelling arguments." Bernd Schmitt is among others who make precisely the same point. In Experiential Marketing (1997), for example, he and Alex Simonson assert that "most of marketing is limited because of its focus on features and benefits." They then presented what they characterized as "a framework" for managing those experiences. In Experiential Marketing (1999), Schmitt provides a much more detailed exposition of the limitations of traditional features-and-benefits marketing. Moreover, he moves beyond the sensory "framework" into several new dimensions, introducing what he calls "a new model" which will enable marketers to manage "all types of experiences, integrating them into holistic experiences" while "addressing key structural, strategic, and organizational challenges."
In Brand Sense, Lindstrom provides a comprehensive, cohesive, and cost-effective methodology by which to plan, implement, and then sustain effective sensory marketing. As he correctly points out, approaches to marketing have changed significantly in recent years. In the 1950s, branding belonged to the unique selling proposition (USP); by the 1960s, a focus on the emotional selling proposition (ESP) emerged; then in the 1980s, many brand managers adopted the organizational selling proposition (OSP); by the 1990s, "brands had gained enormous strength bin their own right, and the Brand Selling Proposition (BSP) took over." Inevitably, it now seems, the me selling proposition (MSP) emerged. What's next? Again I quote Lindstrom:
"There's every indication that branding will move beyond the MSP, into an even more sophisticated realm - reflecting a brave new world where the customer desperately needs something to believe in - and where brands very well might provide the answer. I call this realm HSP - the Holistic Selling proposition."
With meticulous care, Lindstrom explains how and why the methodology he recommends will enable all organizations (regardless of size or nature) to drive sales and profits with a commitment to the HSP. To his credit, he devotes far more attention to the "how" and "why" than to the "what," although he duly acknowledges the importance of creating or increasing demand for a worthy product or service.
Readers will especially appreciate Lindstrom's provision of a set of "Action Points" at the conclusion of most chapters. These will suggest how to apply the material to which they refer, and, will facilitate and expedite a periodic review later to ensure that effective follow-through has been accomplished. Obviously, it would be foolish to attempt to implement all of Lindstrom's suggestions. It remains for each reader to determine what is most appropriate to her or his organization's immediate and imminent needs. However, whether committing to Lindstrom's methodology or to any other, it is important to understand and - yes--appreciate the barriers to change initiatives when introducing any methodology which challenges, as James O'Toole so aptly characterizes them, "the ideology of comfort and the tyranny of custom."
http://astore.amazon.com/amazon-book-books-20/detail/1439172013
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