Brand Sense : Sensory Secrets Behind the Stuff We Buy

From the 'new car' aroma to the crunch of Kellog's cornflakes, understand how to appeal to the neglected senses: touch, taste and smell, and enter the new frontier of branding.

<p>That gratifying new car smell is actually a manufactured "new car" aroma. The sound of Kellogg's cornflakes crunching in our mouths is created in sound labs. Singapore Airlines has patented the smell in its cabins. Branding has reached a new frontier. In the future brands will have to appeal to the neglected senses: touch, taste, and smell.<br><br>In this fully updated new edition of <b><i>Brand Sense</i></b>, <b>Martin Lindstrom</b> shows how it can be done. Drawing on the most extensive worldwide study ever conducted of the sensory perceptions of consumers, he shows how a two-sense product can become a five-sense phenomenon. With a foreword from <b>Philip Kotler</b>, this groundbreaking book provides innovative branding tools for evaluating where a brand is on the sensory scale, analyzing its sensory potential and giving it a clear pathway to optimize its sensory appeal.<br><br>Companies like Cadillac, Apple, Mercedes-Benz, Nokia, Louis Vuitton, Nestle and Disney have all recently adopted a sensory approach, and have seen their brands sizzle under this new direction. Anyone who wants a competitive edge can't afford to neglect this book. It's guaranteed to optimize the value of any marketer's budget in the most visionary way.</p>