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About the
AUTHOR
MARTIN LINDSTROM
Martin Lindstrom, founded his
own advertising agency at the
age of 12. Needless to say,
Lindstrom has a highly
unusual background.
The rapid rise of his career
has made him one of today's
most respected branding
gurus in the world according to
the Chartered Institute of
Marketing.
He sits on several boards
globally, and his clients
include Disney, Mars, Pepsi
Kellogg's, American Express,
Mercedes-Benz, Reuters,,
Yellow Pages and Microsoft
He rejects the old rules of the
industry that conceptualized
branding as an art form
composed of vague
commercials and awareness
messages.
Instead, his unique vision is
scientific and process-based.
It makes branding the driver
of sales and profits, and
consequently the centerpiece
of business.
Lindstrom’s books onbranding written with industry
icons such as Don Peppers,
Martha Rogers, Patricia
Seybold and Philip Kotler are
sold worldwide and have
been translated into more
than 20 languages.
MartinLindstrom.com
We are all intimately familiar with our
senses – they fully inform the picture of
our daily life. When one of them goes missing
we realize how important they are.
80% of all consumers think that the smell of a new car offers one of
the most joyful moments when purchasing a car.
60% of all consumers state that it’s the sound of a cell phone – not
the look or its features – that distinguishes one brand from another.
75% of our emotions are based on what we smell rather than what
we see and hear.
However, the advertising and the communication business dwells,
almost exclusively, in a two-dimensional world. Their messages
focus on what we see and hear, and tend to neglect the fully five-
dimensional picture.
EXCERPT
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.
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BRAND sense
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Marketing isn't working today. New products are failing at a
disastrous rate. Most advertising campaigns do not register
anything distinctive in the customer's mind. Direct mail
barely achieves a one percent response rate. Most
products come across as interchangeable commodities
rather than powerful brands.
Yes, there are still powerful brands-Coca Cola, Harley-
Davidson, Apple Computer, Singapore Airlines, BMW.
They have learned how to make their brand live in the
customers' minds. The brand, of course, must at least
deliver a distinctive benefit. No amount of dressing up will
make up for this lack. All of the aforementioned brands
deliver a distinctive benefit.
But distinctive brands require something more. They have
to be powered up to deliver a full sensory and emotionalexperience. It is not enough to present a product or service
visually in an ad. It pays to attach a sound, such as music
or powerful words and symbols. The combination of visual
and audio stimuli delivers a 2 + 2 = 5 impact. It further pays
to trigger other sensory channels-taste, touch, smell-to
enhance the total impact. This is Martin Lindstrom's basicmessage, and he illustrates it beautifully through numerous
cases with compelling arguments.
DR. PHILIP KOTLER
BRANDsense.com
1. A cottage industry turns professional
2. Some companies are doing it right
3. Smash your brand
4. From 2-D to 5-D: what the research reveals
5. Stimulate, enhance, bond: crafting a sensory brand
6. Measuring senses: Nigel Hollis
7. Brand Religion: lessons learned
8. A holistic view
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.
Andre Lacroix, CEO & Chairman, Euro Disney
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CONTENTS
Acknowledgments
Foreword: Philip Kotler
BRAND sense is published on Simon & Schuster New York