Brand Sense

We are surrounded by brands. Some we see, some we hear, some we recognize by taste, smell or shape. Very few brands manage to make their mark on all five fronts at the same time. But this is becoming increasingly important, says Martin Lindstrom, because on the conventional brand battlefield, the visual arena, a hopeless battle is already raging that is causing consumers to turn away. The author concludes that upgrading brands in terms of sensory perception is therefore the order of the day and backs this up with convincing case studies. The book amuses with witty analogies and snappy sayings. The fact that Brand Sense is a more entertaining kind of guide is illustrated by a special chapter that invites readers to test the sensory qualities of their own brand. But even if you don't manage a brand yourself, getAbstract believes that this innovative work will certainly be useful and recommends it to marketing experts, entrepreneurs and advertisers as well as anyone interested in advertising and marketing.getAbstract rating: 8Implementability: 7Innovation level: 8Style: 9Publisher: Campus VerlagPublication year: 2011ISBN: 9783593394473