Brand Sense - Libro en Inglés

Brand Sense – Martin Lindstrom

Most brands communicate with customers mainly through sight and sound, with logos, advertising and jingles. But humans experience the world through five senses, and our emotions and memories are strongly connected to smell, touch and taste as well. In Brand Sense: Build Powerful Brands Through Touch, Taste, Smell, Sight, and Sound, branding expert Martin Lindstrom shows how companies can create stronger connections by engaging all of the senses.

Lindstrom, a consultant who has advised major global brands, draws on an extensive research project into how consumers perceive brands around the world. He explains how sensory experiences influence our perceptions, emotions and buying decisions, and why brands that appeal to multiple senses tend to be more memorable and inspire greater loyalty.

The book offers many examples of companies that have used sensory branding, from the distinctive sound of a car door closing and the shape of a famous bottle to the signature scents of stores and hotels and the feel of products in the hand. Lindstrom also introduces the idea of smashing your brand, ensuring that every element, from colors and shapes to sounds and language, remains recognizable even when separated from the logo.

Practical frameworks help marketers assess their own brands and develop multisensory strategies.

Innovative and insightful, Brand Sense is a valuable read for marketers, brand managers, designers, retailers and anyone interested in how sensory experiences shape the way we feel about brands.