Brand Sense: How to Build Powerful Brands Through Touch, Taste, Smell, Sight and Sound

"A treasury of ideas for bringing new life to your brands, and the cases are truly compelling ...should be read by everyone involved in developing or improving a brand. Read this book and watch how the professionals do it". (Philip Kotler, Professor of International Marketing, Kellogg School of Management, Northwestern University). 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. Branding expert Martin Lindstrom shows for the first time 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. 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. 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. BRAND sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound (2005) 1 Contents 8 Foreword by Philip Kotler 9 01: A Cottage Industry Turns Professional 11 Branding: The Next Generation 13 The Future World of Holistic Branding 15 An Emerging Global Phenomenon 15 Highlights 17 02: Some Companies Are Doing It Right 18 Sniffing an Opportunity ... ? 19 Brand Bland 25 Do You Hear Me, Hear Me, Hear Me ... 26 Replacing Repetition with Sensory Synergy 27 The Five-Dimensional (5-D) Brand 28 Sight 28 Sound 30 That's It ... At Least According to Conventional Wisdom 32 Smell 34 Touch 36 Taste 38 Introducing the Signature Brand 41 Moving Toward a Multisensory Model 42 Case Study: Navigating Uncharted Brand Channels 44 Read Chinese with Nokia 45 Nokia Knows that Laziness Builds Brands 46 True Brand Power! 46 Highlights 46 Action Points 47 03: Smash Your Brand 49 It's Time to Kill Your Logo 50 Knowing What You're Known For 50 Smash Your Brand - Piece by Piece 51 Twelve components 52 Smash Your Picture 52 Smash Your Color 53 Fighting for Color Real Estate 54 Smash Your Shape 58 Smash Your Name 58 Smashing Your Language 60 Smash Your Icon 63 Smash Your Sound 64 Smash Your Navigation 65 1. Does the customer require a particular order in the way I present my product or service? 66 2. Should my customers be guided in their purchase choice by branded symbols or instructions? 67 3. What perceived brand link does the consumer consider to be essential when viewing, using, or visiting my brand across channels? 67 Smashing Your Behavior 67 Smash Your Service 68 Smash Your Tradition 69 Smash Your Rituals 70 Case Study: Smashing the Website 72 Aging Gracefully 73 Highlights 73 Action Points 76 04: From 2-D to 5-D Branding 77 Moving on from 2-D Branding 78 Sensory importance 79 Number of senses a brand appeals 80 Sensory conflict 81 Sound 82 The Power of Sound 83 Staging a Branded Mood 84 The Branded Sound of Bentley 86 Once Upon a Sound 86 Nokia's Secret Weapon 88 Nokia tune 88 The Secret Language of Nokia 89 Motorola's Search for the RightTune ... 90 Intel versus Nokia 90 It's Not About Nokia-It's About You 91 Case Study: Bang & Olufsen - Branding the Sound of Falling Aluminum! 91 Sight 92 Shaping Brands 94 Touch 96 Losing the Grip on Coke 99 Smell 102 Eau de Rolls-Royce 103 Eau de Car 104 Taste . .. and Smell 105 Smell and the Supermarket 108 Highlights 109 Action Points 111 05: Stimulate, Enhance and Bond: Crafting a Sensory Brand 112 Sensory brand pyramid 114 Stimulate 114 Enhance 115 Bond 116 Purpose of Sensory Branding 117 I. Emotional Engagement 117 2. Optimize the Match Between Perception and Reality 117 3. Create a Brand Platform for Product Extensions 118 4. Trademark 118 Sensory Translation 119 Six Sensory Steps 119 Step I: Sensory Audit 120 Sensory touch points 121 1. LEVERAGING EXISTING SENSORY TOUCH POINTS 121 Questions 122 2. SYNERGY ACROSS SENSORY TOUCH POINTS 122 Sensory bonding 123 3. INNOVATIVE SENSORY THINKING AHEAD OF COMPETITORS 123 4. SENSORY CONSISTENCY 124 5. SENSORY AUTHENTICITY 125 Sensory branding authenticity test 126 Real + Relevant + Ritual + Recital 126 Authenticity Test 129 6. POSITIVE SENSORY OWNERSHIP 129 7. CONSTANT PROGRESS ACROSS SENSORY TOUCH POINTS 130 Successful sensory branding strategy represents these components 130 8. SMASH YOUR BRAND 131 Eight sensory critieria 131 Step 2: Brand Staging 132 Sensory benchmarking 133 Step 3: Brand Dramatization 133 VALUES 134 STIMULUS 135 ENHANCE 135 BOND 136 Step 4: Brand Signature 136 SENSORY SYNERGY 137 Step 5: Implementation 138 Step 6: Evaluation 139 Extensions and Alliances 139 Brand Extension 139 Expanding the Sensory Universe 140 BRAND ALLIANCES 141 Extended brand 141 Case Study: Ferrari - Speeding Ahead Across the New Sensory Landscape 143 Highlights 144 Action Points 146 06: Measuring Senses 148 Why Do I Love You? 149 Measuring Loyalty 150 Sensory impressions 151 Analyze This 152 How the different senses influence brand loyalty 153 Directly Impacting Perceptions of Experience 154 Creating Perceptions of Leadership and Clarity 154 The Relative Impact of the Senses 155 The Taste of Success 155 See Me, Hear Me ... Touch Me? 159 Sensory Synergy 161 Getting Emotional 164 Emotional Response 166 The Starbucks Experience 167 Sensory Dilemma 169 Highlighting the Sensory Experience 170 The Metaphorical Sense 171 Working with the Senses 172 Highlights 173 Action Points 174 07: Brand Religion: Lessons Learned 175 Brand Loyalty 177 Superstitious Bonding 178 Loyalty is the starting point for branding 179 Emotional-focused branding and rational-focused branding 180 Religion as Brand 181 Icons 181 Spreading the Word 182 Follow the Leaders 182 Inspired by Religion 185 I. A Unique Sense of Belonging 186 2. A Sense of Purpose 188 3. Take Power from Your Competitors 189 4. Authenticity 191 5. Consistency 193 6. Perfect World 195 7. Sensory Appeal 196 8. Rituals 198 9. Symbols 200 10. Mystery 201 Highlights 202 Action Points 204 08: Branding: A Holistic View 205 A Prediction 206 Sensory Pioneers 207 Pharmaceutical Industry: Sensory Placebos 207 Automobile Industry: The Controlled Sensory Experiment 208 Sensory Adopters 208 Telecommunications: More than Technology 208 Computers 209 Sensory Followers 210 Sensory Food Design 210 FMCG: More than Design 211 Travel and Hospitality: The Sensory Glory Has Faded Away 211 Financial Institutions: Rediscovering the Personal Aspect 212 Retail: From Nonbranded to Branded Sensory Environments 212 Fashion: A Total Sensory Experience 213 Entertainment: Sensory Schizophrenia 214 Gaming 214 Sensory Excellence 215 The World's Top Sensory Brands 215 The Untapped Potential: The Bottom Twenty Sensory Brands 217 But This Is Just the Very Beginning ... 217 The Holistic Sales Proposition (HSP) 218 The World of Holistic Branding 219 Holistic Sales Proposition 220 Characteristics of an HSP Brand 220 Highlights 221 Action Points 222 Notes 224 The BRAND sense Research 228 Stage One: Understanding the Role of the Senses 228 Stage Two: Quantifying the Influence of the Senses 229 A Few Words from the Researcher 230 Acknowledgments 232 Always updated at DualBook.com 234 Index 236 About the Author 247 BRAND sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound (2005)......Page 1 Contents......Page 8 Foreword by Philip Kotler......Page 9 01: A Cottage Industry Turns Professional......Page 11 Branding: The Next Generation......Page 13 An Emerging Global Phenomenon......Page 15 Highlights......Page 17 02: Some Companies Are Doing It Right......Page 18 Sniffing an Opportunity ... ?......Page 19 Brand Bland......Page 25 Do You Hear Me, Hear Me, Hear Me .........Page 26 Replacing Repetition with Sensory Synergy......Page 27 Sight......Page 28 Sound......Page 30 That's It ... At Least According to Conventional Wisdom......Page 32 Smell......Page 34 Touch......Page 36 Taste......Page 38 Introducing the Signature Brand......Page 41 Moving Toward a Multisensory Model......Page 42 Case Study: Navigating Uncharted Brand Channels......Page 44 Read Chinese with Nokia......Page 45 Highlights......Page 46 Action Points......Page 47 03: Smash Your Brand......Page 49 Knowing What You're Known For......Page 50 Smash Your Brand - Piece by Piece......Page 51 Smash Your Picture......Page 52 Smash Your Color......Page 53 Fighting for Color Real Estate......Page 54 Smash Your Name......Page 58 Smashing Your Language......Page 60 Smash Your Icon......Page 63 Smash Your Sound......Page 64 Smash Your Navigation......Page 65 1. Does the customer require a particular order in the way I present my product or service?......Page 66 Smashing Your Behavior......Page 67 Smash Your Service......Page 68 Smash Your Tradition......Page 69 Smash Your Rituals......Page 70 Case Study: Smashing the Website......Page 72 Highlights......Page 73 Action Points......Page 76 04: From 2-D to 5-D Branding......Page 77 Moving on from 2-D Branding......Page 78 Sensory importance......Page 79 Number of senses a brand appeals......Page 80 Sensory conflict......Page 81 Sound......Page 82 The Power of Sound......Page 83 Staging a Branded Mood......Page 84 Once Upon a Sound......Page 86 Nokia tune......Page 88 The Secret Language of Nokia......Page 89 Intel versus Nokia......Page 90 Case Study: Bang & Olufsen - Branding the Sound of Falling Aluminum!......Page 91 Sight......Page 92 Shaping Brands......Page 94 Touch......Page 96 Losing the Grip on Coke......Page 99 Smell......Page 102 Eau de Rolls-Royce......Page 103 Eau de Car......Page 104 Taste . .. and Smell......Page 105 Smell and the Supermarket......Page 108 Highlights......Page 109 Action Points......Page 111 05: Stimulate, Enhance and Bond: Crafting a Sensory Brand......Page 112 Stimulate......Page 114 Enhance......Page 115 Bond......Page 116 2. Optimize the Match Between Perception and Reality......Page 117 4. Trademark......Page 118 Six Sensory Steps......Page 119 Step I: Sensory Audit......Page 120 1. LEVERAGING EXISTING SENSORY TOUCH POINTS......Page 121 2. SYNERGY ACROSS SENSORY TOUCH POINTS......Page 122 3. INNOVATIVE SENSORY THINKING AHEAD OF COMPETITORS......Page 123 4. SENSORY CONSISTENCY......Page 124 5. SENSORY AUTHENTICITY......Page 125 Real + Relevant + Ritual + Recital......Page 126 6. POSITIVE SENSORY OWNERSHIP......Page 129 Successful sensory branding strategy represents these components......Page 130 Eight sensory critieria......Page 131 Step 2: Brand Staging......Page 132 Step 3: Brand Dramatization......Page 133 VALUES......Page 134 ENHANCE......Page 135 Step 4: Brand Signature......Page 136 SENSORY SYNERGY......Page 137 Step 5: Implementation......Page 138 Brand Extension......Page 139 Expanding the Sensory Universe......Page 140 Extended brand......Page 141 Case Study: Ferrari - Speeding Ahead Across the New Sensory Landscape......Page 143 Highlights......Page 144 Action Points......Page 146 06: Measuring Senses......Page 148 Why Do I Love You?......Page 149 Measuring Loyalty......Page 150 Sensory impressions......Page 151 Analyze This......Page 152 How the different senses influence brand loyalty......Page 153 Creating Perceptions of Leadership and Clarity......Page 154 The Taste of Success......Page 155 See Me, Hear Me ... Touch Me?......Page 159 Sensory Synergy......Page 161 Getting Emotional......Page 164 Emotional Response......Page 166 The Starbucks Experience......Page 167 Sensory Dilemma......Page 169 Highlighting the Sensory Experience......Page 170 The Metaphorical Sense......Page 171 Working with the Senses......Page 172 Highlights......Page 173 Action Points......Page 174 07: Brand Religion: Lessons Learned......Page 175 Brand Loyalty......Page 177 Superstitious Bonding......Page 178 Loyalty is the starting point for branding......Page 179 Emotional-focused branding and rational-focused branding......Page 180 Icons......Page 181 Follow the Leaders......Page 182 Inspired by Religion......Page 185 I. A Unique Sense of Belonging......Page 186 2. A Sense of Purpose......Page 188 3. Take Power from Your Competitors......Page 189 4. Authenticity......Page 191 5. Consistency......Page 193 6. Perfect World......Page 195 7. Sensory Appeal......Page 196 8. Rituals......Page 198 9. Symbols......Page 200 10. Mystery......Page 201 Highlights......Page 202 Action Points......Page 204 08: Branding: A Holistic View......Page 205 A Prediction......Page 206 Pharmaceutical Industry: Sensory Placebos......Page 207 Telecommunications: More than Technology......Page 208 Computers......Page 209 Sensory Food Design......Page 210 Travel and Hospitality: The Sensory Glory Has Faded Away......Page 211 Retail: From Nonbranded to Branded Sensory Environments......Page 212 Fashion: A Total Sensory Experience......Page 213 Gaming......Page 214 The World's Top Sensory Brands......Page 215 But This Is Just the Very Beginning .........Page 217 The Holistic Sales Proposition (HSP)......Page 218 The World of Holistic Branding......Page 219 Characteristics of an HSP Brand......Page 220 Highlights......Page 221 Action Points......Page 222 Notes......Page 224 Stage One: Understanding the Role of the Senses......Page 228 Stage Two: Quantifying the Influence of the Senses......Page 229 A Few Words from the Researcher......Page 230 Acknowledgments......Page 232 Always updated at DualBook.com......Page 234 Index......Page 236 About the Author......Page 247 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. This book shows how all of this, among other things, can be done JANUARY 14, 2004 WAS A LANDMARK in the life of Sydney-born teenager Wilhelm Andries Petrus Booyse.