TY  - BOOK
AU  - Lindstrom,Martin
AU  - Kotler,Philip
TI  - Brand sense: sensory secrets behind the stuff we buy 
SN  - 9781439172018 
AV  - HD69.B7 L548 2010
U1  - 658.827 LI.B 2010 23
PY  - 2010///
CY  - New York
PB  - Free Press
KW  - Brand name products
KW  - Business names
KW  - Advertising
KW  - Psychological aspects
KW  - Senses and sensation
N1  - 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
N2  - 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
ER  -