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BRAND sense Hardcover – February 10, 2005

4.0 out of 5 stars 48 customer reviews

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Editorial Reviews

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

About the Author

Martin Lindstrom is a New York Times and Wall Street Journal bestselling author, the CEO and Chairman of the Lindstrom company and the Chairman of Buyology, Inc. (New York) and BRAND Sense agency (London). In 2009, he was recognised by Time magazine as one of the world's most influential people. Lindstrom is an advisor to Fortune 100 companies including the McDonald’s Corporation, Nestlé, American Express, Microsoft Corporation, The Walt Disney Company and GlaxoSmithKline.

Lindstrom speaks to a global audience of close to a million people every year. He has been featured in Wall Street Journal, Newsweek, Time, The Economist, New York Times, BusinessWeek, and The Washington Post and featured on NBC's Today show, ABC News, CNN, CBS, Bloomberg, FOX, Discovery and BBC. His book, BRAND sense, was acclaimed by the Wall Street Journal as one of the five best marketing books ever published.

His more recent book Buyology was voted "pick of the year" by USA Today and reached 10 out of the top 10 best-seller lists in the U.S. and worldwide during 2008 and 2009. His five books on branding have been translated into more than thirty languages and published in more than 60 countries worldwide. Visit MartinLindstrom.com to learn more.

Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management in Chicago. He is hailed by Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." Dr. Kotler is currently one of Kotler Marketing Group's several consultants.

He is known to many as the author of what is widely recognized as the most authoritative textbook on marketing: Marketing Management, now in its 13th edition. He has also authored or co-authored dozens of leading books on marketing: Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; and The Marketing of Nations.

Dr. Kotler presents continuing seminars on leading marketing concepts and developments to companies and organizations in the U.S., Europe and Asia. He participates in KMG client projects and has consulted to many major U.S. and foreign companies--including IBM, Michelin, Bank of America, Merck, General Electric, Honeywell, and Motorola--in the areas of marketing strategy and planning, marketing organization, and international marketing.
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Product Details

  • Hardcover: 256 pages
  • Publisher: Free Press (February 10, 2005)
  • Language: English
  • ISBN-10: 0743267842
  • ISBN-13: 978-0743267847
  • Product Dimensions: 6 x 1 x 9 inches
  • Shipping Weight: 13.6 ounces
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (48 customer reviews)
  • Amazon Best Sellers Rank: #311,705 in Books (See Top 100 in Books)

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Customer Reviews

Top Customer Reviews

By Stephen Northcutt on May 7, 2005
Format: Hardcover
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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Format: Hardcover
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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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 blinkered. Take a step back and regard your brand (and your competitors' brands) holistically. Products, services, and the delivery of the same to your customers, encomapsses all senses. Yes, some will dominate, but is important to understand which and why. If taste and smell (say) are the essence of your brand, how do you convey this in your advertising, where sight and sound are dominant?

I would have rated Brand Sense 5, but for the fact Lindstrom draws on analysis from a massive data base from Millward Brown. I would have liked to have seen some of the details - perhaps as appendices.

All in all a great read ... now I have no excuses for not doing more!
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By Mati Rani on September 3, 2013
Format: Kindle Edition Verified Purchase
Well, if you like to feel free and independent you better read about manipulating of human brain-judgement by marketing and politicians. This book can help you to better run your own business or to defend yourself from the outside agressions and influences.
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Format: Hardcover
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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Format: Hardcover
Now and then we need a nudge in our thinking. BRAND sense will do just that. Rethink and reframe our traditional ways of branding. In a fast-paced world where we're bombarded with slogans, signs, messages, and catchy tunes, Lindstrom's book carefully guides brands in reframing the way they will think about and present their brand. It's an extraordinary hypothesis. It is bound to challenge every marketeer to reasses, reconfigure and reframe their brand in a way that will connect more deeply and more emotionally with the consumer.
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Format: Hardcover
As Philip Kotler explains in an especially perceptive Foreword, "distinctive brands...have to be powered up to deliver a full sensory experience. It is not enough to present a product or service visually in an ad...The combination of visual and audio stimuli delivers a 2 + 2 = 5 impact. It pays even more to trigger other sensory channels - taste, touch, smell - to enhance the total impact. This is Martin Lindstrom's basis message, and he illustrates it beautifully through numerous cases with compelling arguments." Bernd Schmitt is among others who make precisely the same point. In Experiential Marketing (1997), for example, he and Alex Simonson assert that "most of marketing is limited because of its focus on features and benefits." They then presented what they characterized as "a framework" for managing those experiences. In Experiential Marketing (1999), Schmitt provides a much more detailed exposition of the limitations of traditional features-and-benefits marketing. Moreover, he moves beyond the sensory "framework" into several new dimensions, introducing what he calls "a new model" which will enable marketers to manage "all types of experiences, integrating them into holistic experiences" while "addressing key structural, strategic, and organizational challenges."

In Brand Sense, Lindstrom provides a comprehensive, cohesive, and cost-effective methodology by which to plan, implement, and then sustain effective sensory marketing. As he correctly points out, approaches to marketing have changed significantly in recent years.
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