Brand esSense: Using Sense, Symbol and Story to Design Brand Identity (Hardback)
  • Brand esSense: Using Sense, Symbol and Story to Design Brand Identity (Hardback)
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Brand esSense: Using Sense, Symbol and Story to Design Brand Identity (Hardback)

(author)
£86.99
Hardback 232 Pages / Published: 03/01/2015
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Branding has reached a new frontier. In the future, brands will have to appeal to more than one or two of the classic five senses. Branding expert Neil Gains shows both the science and the practical applications of how this can be done, and links symbolism and storytelling to sensory experience in brand marketing. Drawing on the latest research and design thinking Brand esSense shows how brands can link storytelling archetypes and symbolism to customer experience to build a multi-sense phenomenon. This groundbreaking book provides innovative branding tools for evaluating where a brand is on the sensory and storytelling scale, analyzing its potential and giving it a clear pathway to optimizing its unique sensory appeal.

Publisher: Kogan Page Ltd
ISBN: 9780749476441
Number of pages: 232
Weight: 508 g
Dimensions: 240 x 162 x 17 mm


MEDIA REVIEWS
"An insightful step-by-step approach to effective branding. The book is highly interesting, with copious examples throughout, which bolster concepts covered. Summing Up Recommended."--S.D. Clark, St John's University "CHOICE "
"If you're a bit of a psychology-nut, like me, Brand EsSense will have you hooked from the start. The best thing about Brand EsSense is the contrast between its simplicity and the immense impact it has on your way of thinking. Gains subtly recommends ways that businesses can adapt their marketing tactics to appeal to the five senses - sight, sound, smell, touch and taste. I recommend this book to the brave-hearted marketers who aren't afraid of adapting their ways of thinking."--Ashleigh McLeod "B2B Marketing "
"Neil Gains has written a concise book with an encompassing overview on the impact of senses to product branding. Chapters and references on the human senses are stellar causing the reader to re-examine brands and marketing decisions. The chapters describing how archetypes can be used in branding are valuable to firms that identify target customer groups or model end-users as personas.
For technical new product development practitioners, Brand esSense is a great introduction to human interactions with and perceptions of products. Marketing personnel should be strongly reminded of emotional linkages to product design, including the senses, signs, and stories."--Teresa Jurgens-Kowal "Product Development and Management Association (PDMA) "
"Brand esSense is a great read for any researcher who wants to wants to understand the role of the senses and emotions in human behavior. It takes the reader on a journey from the way we experience the world through to the fundamentals of human motivation, providing clear and detailed overviews of sensory research, semiotics and the role of emotions and archetypes in shaping decision making. Neil is a leading global authority on sensory research and this is recommended reading for anyone who wants to better understand the relationship between buyer behavior and brand experience."--Dan Foreman "Chief Marketing Executive, Lumi and ESOMAR President "

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