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

by Martin Lindstrom (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...)

4.3 out of 5 stars See all reviews (27 customer reviews)

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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: 4.3 out of 5 stars See all reviews (27 customer reviews)

Amazon.com Sales Rank: #34,658 in Books (See Bestsellers in Books)
Popular in these categories: (What's this?)
#15 in Books > Business & Investing > Marketing & Sales > Marketing > Product Management
#59 in Books > Business & Investing > Marketing & Sales > Advertising

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Inside This Book (learn more)

First Sentence:
JANUARY 14, 2004 WAS A LANDMARK in the life of Sydney-born teenager Wilhelm Andries Petrus Booyse. Read the first page

Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
sensory touch points, sensory branding strategy, branded enhancement, smash your brand, sensory synergy, sensory brands, sense study shows, branding platform, brand platform, brand alliances, sensory thinking, brand signature, sensory appeal, sensory potential, tactile feeling, brand philosophy, sensory profile, few brands, brand experience, brand communication

Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, Selling Proposition, Irish Spring, Singapore Airlines, Action Points, Louis Vuitton, Burger King, James Bond, Disney World, Manchester United, Singapore Girl, Tim Hortons, Case Study, Hershey's Kisses, Las Vegas, Lucky Strike, Millward Brown, Clairol Herbal Essences, Sony Corporation, Star Trek, Stefan Floridian Waters, Victoria's Secret, Yellow Pages

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Citations (learn more)

This book cites 7 books:

A Natural History of the Senses by Diane Ackerman on page 24, and Back Matter
Touching: The Human Significance of the Skin by Ashley Montagu in Back Matter
Bill Gates (People to Know (Milwaukee, Wis.).) by Jonatha A. Brown in Back Matter
Data Smog: Surviving the Information Glut by David Shenk in Back Matter
Net Worth by John Hagel III in Back Matter

See all 7 books this book cites

1 book cites this book:

Brands (Routledge Introductions to Media and Communications) by Marcel Danesi in Back Matter

Books on Related Topics (learn more)

Advertising and Promotion by George E. Belch

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Experiential Marketing by Bernd H. Schmitt

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Customer Reviews

27 Reviews

5 star:		(19)
4 star:		(3)
3 star:		(1)
2 star:		(1)
1 star:		(3)

Average Customer Review

4.3 out of 5 stars (27 customer reviews)

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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.

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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.

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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.

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Most Recent Customer Reviews

1.0 out of 5 stars Somewhere Off The Mark, In The Land Of Obvious
This book provided little value in a real world scenario. While Lindstrom delivers an interesting take on holistic branding, I think any good brander already knows this... Read more

Published 26 days ago by Brad Fredricks

5.0 out of 5 stars A sensory guide to the branding experience
Author Martin Lindstrom deserves credit for this original contribution to the overworked discipline of branding. Read more

Published 18 months ago by Rolf Dobelli

5.0 out of 5 stars wonderful
this is a wonderful book. i am a marketing student and I can see the importance of lindstrom's 5 senses branding. Read more

Published 20 months ago by Jonathan Bustamante Torres

4.0 out of 5 stars Interesting and quick read on brand management
If you are interested in consumer brands, the kind that huge MNCs can produce, then you could find this useful. Read more

Published 22 months ago by Rana Sinha, Dot-Connect http:w...

5.0 out of 5 stars The Interdependence of Branding and Sensory Awareness

As Philip Kotler explains in an especially perceptive Foreword, "distinctive brands...have to be powered up to deliver a full sensory experience. Read more

Published on March 6, 2007 by Robert Morris

5.0 out of 5 stars Stimulate our thinking
This book is great in a way that it stimulates our thinking and looks at the branding concepts in a brand new way. Read more

Published on August 20, 2006 by Mr. Aaron Raikes

3.0 out of 5 stars Limitied Usefulness
While the book is very interesting, it was of limited value to me. The premise of the book is that our marketing should involve all five senses. Read more

Published on August 8, 2006 by John Chancellor

4.0 out of 5 stars Ponder your brand beyond your product and your advertising
Martin Lindstrom has written a truly readable and provocative book. Short term goals, and the pressures to meet them, make it all too easy to view business both myopically and... Read more

Published on September 20, 2005 by Tim Dire

5.0 out of 5 stars Brand Sense, Buildin Powerful Brands Through Touch, Taste, Smell, Sound and Sight
Great book! It gets you thinking on how to take your brands to the next level!

Published on August 30, 2005 by Miguel Ripoll Gonzalez

5.0 out of 5 stars Amazing
I have found Martin Lindtroms' books to date very enlightening. I think BRAND sense has to be my favourite. Read more

Published on May 23, 2005 by G. Hansen

› See all 27 customer reviews...

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