BRAND sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound (Hardcover)

~ (Author), Philip Kotler (Foreword) "JANUARY 14, 2004 WAS A LANDMARK in the life of Sydney-born teenager Wilhelm Andries Petrus Booyse..." (more)
Key Phrases: sensory touch points, sensory branding strategy, branded enhancement, United States, Selling Proposition, Irish Spring (more...)

Editorial Reviews

Review

"A host of savvy insights ... sexy, smartly packaged, and sure to spark debate." -- Fast Company, March 2005

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

See all Editorial Reviews

Product Details

• Hardcover: 256 pages
• Publisher: Free Press; illustrated edition edition (February 1, 2005)
• Language: English
• ISBN-10: 0743267842
• ISBN-13: 978-0743267847
• Product Dimensions: 9.1 x 6.1 x 0.9 inches
• Shipping Weight: 13.6 ounces (View shipping rates and policies)
• Average Customer Review: 4.2 out of 5 stars  See all reviews (28 customer reviews)
• Amazon.com Sales Rank: #43,070 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

19 of 22 people found the following review helpful:

4.0 out of 5 stars Certainly makes you think! Can be hard to implement!, May 7, 2005

By	Stephen Northcutt (Kauai, HI USA) - See all my reviews (REAL NAME)

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.

7 of 7 people found the following review helpful:

5.0 out of 5 stars An unusual treatise based on Millward Brown's study , May 12, 2005

By	Midwest Book Review (Oregon, WI USA) - See all my reviews

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:

5.0 out of 5 stars Yet another Brand eye-opener from Lindstrom..., February 13, 2005

By	Jonathan Greenstein (Vancouver, BC) - See all my reviews (REAL NAME)

Continuing from where he left off with BRAND child, Martin Lindstrom, once again, has made me sit up and take notice of an innovative approach to contemporary marketing.

BRAND sense makes perfect sense and that's what makes it so disarmingly good. It's not that that the concepts and outcomes being postured are revolutionary, because in truth they are not. However, Lindstrom puts these notions across with such clarity that it's like a veil being lifted, and the understanding that had always been there, is now revealed.

Think about it. Why should marketers rely only on sight and sound to build brand presence, when all the other senses are equally as receptive to a savvy marketer's ability to touch its consumer base? For me, the anecodtal evidence being offered in this book, backed by credible qualitative research, points with absolute certainty to a marketing future unrecognizable from where we are currently.

Which makes the future for brand builders that much more exciting.

I loved this book for its simple human truths. Lindstrom is a past master when it comes to understanding the subtelties of consumerism, again evident in this sequel to BRAND child. I recommend it to anyone wishing to be on the cutting edge of brand knowledge and brand development.