Brand sense : sensory secrets behind the stuff we buy /
Lindstrom, Martin, 1970-
Brand sense : sensory secrets behind the stuff we buy / Martin Lindstrom ; foreword by Philip Kotler. - First Free Press trade paperback edition. - New York : Free Press, 2010. - 175 pages : illustrations ; 21 cm.
Includes bibliographical references (pages 157-159) and index.
Start making sense -- Maybe I'm doing it right? -- A smash hit -- And then there were five -- Being alive -- Moving mountains -- The future -- The Brand sense research.
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.
9781439172018
2010485163
Brand name products.
Business names.
Advertising--Brand name products
Advertising--Psychological aspects.
Senses and sensation.
HD69.B7 / L548 2010
658.827 LI.B 2010
Brand sense : sensory secrets behind the stuff we buy / Martin Lindstrom ; foreword by Philip Kotler. - First Free Press trade paperback edition. - New York : Free Press, 2010. - 175 pages : illustrations ; 21 cm.
Includes bibliographical references (pages 157-159) and index.
Start making sense -- Maybe I'm doing it right? -- A smash hit -- And then there were five -- Being alive -- Moving mountains -- The future -- The Brand sense research.
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.
9781439172018
2010485163
Brand name products.
Business names.
Advertising--Brand name products
Advertising--Psychological aspects.
Senses and sensation.
HD69.B7 / L548 2010
658.827 LI.B 2010
