Book Description
The first overview of the revolutionary advertising techniques and media needed to successfully reach today's consumer.
Twenty years ago an advertiser could reach eighty percent of the American population with just three television commercials. Today it takes 150. Advertising is suffering because of the sheer amount of it, the lack of innovation within traditional advertising formats, and the power that media fragmentation and technology give to consumers to tune out the noise.
The new buzzwords are guerrilla, stealth, ambush, buzz, viral, grassroots, wildfire, and ambient. This book is the first to harness them into an integrated communications approach, as Tom Himpe explains and illustrates:
• the four driving forces for getting close to the consumer: be personal; go where the competition isn't; make the brand invisible; be unpredictable;
• the eight techniques—from consumer involvement to harnessing the power of the senses—for employing these driving forces, illustrated with campaigns from across the world;
• the four types of campaign that make use of this new knowledge. 435 color illustrations.
Book Description
In perhaps the most creative and authoritative book on sensory branding ever written, international business legend Martin Lindstrom reveals what the world's most successful branding companies do differently -- integrating touch, taste, smell, sight, and sound -- with startling and measurable results.
Based on the largest study ever conducted on how our five senses affect the creation of brands, BRAND sense explains Martin Lindstrom's innovative six-step program for bringing brand building into the twenty-first century. The study, covering over a dozen countries worldwide, was conducted exclusively for this book by Millward Brown, one of the largest business research institutions in the world. Drawing on countless examples of both product creation and retail experience, Lindstrom shows how to establish a marketing approach that appeals to all the senses, not simply the conventional reliance on sight and sound. Research shows that a full 75 percent of our emotions are in fact generated by what we smell, and the author explains how to capitalize on that insight. Included are innovative tools for evaluating a brand's place on the sensory scale, analyzing its future sensory potential, and enhancing its appeal to reach the broadest base of consumers. Lindstrom lists the top twenty brands for the future based on their sensory awareness. (The top three? Singapore Airlines, Apple, and Disney.)
Among the book's many fascinating factual highlights are the following:
- That gratifying new-car smell that accompanies the purchase of a new car is actually a factory-installed aerosol can containing "new-car" aroma.
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- Kellogg's trademarked crunchy sound and feel of eating cornflakes was created in sound labs and patented in the same way that the company owns its recipe and logo.
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- Singapore Airlines has patented a scent that is part of every female flight attendant's perfume, as well as blended into the hot towels served before takeoff, and which generally permeates their entire fleet of airplanes.
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- Starbucks' sensory uniqueness is far less strongly associated with the smell and taste of coffee than with the interior design of its cafés and its green and white logo.
Hailed as the "World's Brand Futurist" by the BBC, Martin Lindstrom is one of the world's top entrepreneurial visionaries, who has changed the face of global marketing with twenty years of hands-on experience as an advertising CEO and adviser to Fortune 500 companies. Firmly steeped in scientific evidence and featuring sensory secrets of the most successful brand names, BRAND sense reveals how to transform marketing strategies into positive business results that no brand builder can afford to ignore.
Customer Reviews:
Interesting and quick read on brand management.......2007-09-04
If you are interested in consumer brands, the kind that huge MNCs can produce, then you could find this useful. The premise of this book is that brand marketing should involve all five senses whereas typically marketing has involved only sight and/or sound. Lindstrom suggests that marketing should involve the full five senses of taste, smell and touch.
Most medium and small businesses would find this very suggestion hard to implement. Firstly because involving all five senses is extremely difficult to achieve in the case of many products or services. Secondly the limited budget available for many small businesses would limit their attempts to involve all five senses in the branding process. Yet if these business could simply catch up on Lindstrom's clue that a brand is much more than the logo, they would reap benefits.
If you represent a large MNC or small company with a limited budget there are two very useful tools in this book - smashing your brand and sensory audit or sensory branding authenticity test. These are not groundbreaking ideas which have not appeared before but they have been put very clearly. Though the many examples given in the book are from large corporations like Singapore Airlines or Sony, even smaller business can benefit from these. The question of why many brands do not succeed in the market hasn't been explored here in depth with examples and this drawback detracts from the usefulness of this book. Also the effect of culture on branding hasn't been mentioned. This is a major factor of brands succeeding or failing ignominiously in the market.
Overall, this book is a good and quick read with some useful information to come back to later.
The Interdependence of Branding and Sensory Awareness.......2007-03-07
As Philip Kotler explains in an especially perceptive Foreword, "distinctive brands...have to be powered up to deliver a full sensory experience. It is not enough to present a product or service visually in an ad...The combination of visual and audio stimuli delivers a 2 + 2 = 5 impact. It pays even more to trigger other sensory channels - taste, touch, smell - to enhance the total impact. This is Martin Lindstrom's basis message, and he illustrates it beautifully through numerous cases with compelling arguments." Bernd Schmitt is among others who make precisely the same point. In Experiential Marketing (1997), for example, he and Alex Simonson assert that "most of marketing is limited because of its focus on features and benefits." They then presented what they characterized as "a framework" for managing those experiences. In Experiential Marketing (1999), Schmitt provides a much more detailed exposition of the limitations of traditional features-and-benefits marketing. Moreover, he moves beyond the sensory "framework" into several new dimensions, introducing what he calls "a new model" which will enable marketers to manage "all types of experiences, integrating them into holistic experiences" while "addressing key structural, strategic, and organizational challenges."
In Brand Sense, Lindstrom provides a comprehensive, cohesive, and cost-effective methodology by which to plan, implement, and then sustain effective sensory marketing. As he correctly points out, approaches to marketing have changed significantly in recent years. In the 1950s, branding belonged to the unique selling proposition (USP); by the 1960s, a focus on the emotional selling proposition (ESP) emerged; then in the 1980s, many brand managers adopted the organizational selling proposition (OSP); by the 1990s, "brands had gained enormous strength bin their own right, and the Brand Selling Proposition (BSP) took over." Inevitably, it now seems, the me selling proposition (MSP) emerged. What's next? Again I quote Lindstrom:
"There's every indication that branding will move beyond the MSP, into an even more sophisticated realm - reflecting a brave new world where the customer desperately needs something to believe in - and where brands very well might provide the answer. I call this realm HSP - the Holistic Selling proposition."
With meticulous care, Lindstrom explains how and why the methodology he recommends will enable all organizations (regardless of size or nature) to drive sales and profits with a commitment to the HSP. To his credit, he devotes far more attention to the "how" and "why" than to the "what," although he duly acknowledges the importance of creating or increasing demand for a worthy product or service.
Readers will especially appreciate Lindstrom's provision of a set of "Action Points" at the conclusion of most chapters. These will suggest how to apply the material to which they refer, and, will facilitate and expedite a periodic review later to ensure that effective follow-through has been accomplished. Obviously, it would be foolish to attempt to implement all of Lindstrom's suggestions. It remains for each reader to determine what is most appropriate to her or his organization's immediate and imminent needs. However, whether committing to Lindstrom's methodology or to any other, it is important to understand and - yes--appreciate the barriers to change initiatives when introducing any methodology which challenges, as James O'Toole so aptly characterizes them, "the ideology of comfort and the tyranny of custom."
Stimulate our thinking.......2006-08-21
This book is great in a way that it stimulates our thinking and looks at the branding concepts in a brand new way. It also encourages curiosity and creativity in this professional filed. A Must-Read!
Limitied Usefulness.......2006-08-08
While the book is very interesting, it was of limited value to me. The premise of the book is that our marketing should involve all five senses. Typically marketing has involved only sight and/or sound. Lindstrom says that ultimate marketing should involve the additional senses of taste, smell and touch.
While it makes sense (no pun intended) it is really not practical for most small businesses to implement. First only certain products or services lend themselved to involving all five senses. Secondly it can be cost prohibitive for a company on a limited budget to even consider most of his concepts.
While the book contains lots of interesting information, it is clearly focused on large multi-national companies. If you are interested in theory and learning what the giant companies have on the drawing board, then it could appeal to you. On the other hand, if you are representing a small company with a limited budget I am not sure you will find much useful information.
Ponder your brand beyond your product and your advertising.......2005-09-20
Martin Lindstrom has written a truly readable and provocative book. Short term goals, and the pressures to meet them, make it all too easy to view business both myopically and blinkered. Take a step back and regard your brand (and your competitors' brands) holistically. Products, services, and the delivery of the same to your customers, encomapsses all senses. Yes, some will dominate, but is important to understand which and why. If taste and smell (say) are the essence of your brand, how do you convey this in your advertising, where sight and sound are dominant?
I would have rated Brand Sense 5, but for the fact Lindstrom draws on analysis from a massive data base from Millward Brown. I would have liked to have seen some of the details - perhaps as appendices.
All in all a great read ... now I have no excuses for not doing more!
Customer Reviews:
Berger's Best Essays.......2004-03-15
Sense of Sight is possibly the best place to start with the impressive breadth and depth of Berger's essay writing. For anyone new to Berger, this is clearly the place to start. Even though "Selected Essays" features a longer time frame and over 600 pages of writing, "Sense of Sight" contains many of the works that make "Selected" such a powerful collection.
Berger's subjects in "Sense", as Lloyd Spencer says in his intro, fall into a number categories: "travel and emigration, dreaming, love and passion, death, art as activity and artifact, and the relation between work in language and the physical labour which produces and reproduces the world." Berger's confidence in tackling this array of stories is buoyed by his abilities. Few writers today would even tackle such a variety of areas because few command Berger's ability to weave stories and ideas together in the same cloth with the same commitment to both threads.
Highlights include:
- "The Moment of Cubism": a powerful and accessible study of one of the most profound developments in painting
- "Leopardi": an introduction to a man Nietzsche considered the greatest prose writer of the 19th century
- "The Eaters and the Eaten": an intriguing study of food, class, and feasts
- "The Production of the World": Van Gogh's compulsion to bring his canvas and reality ever closer together, "so close that the stars in the night became maelstroms of light"
- "Dürer: a Portrait of the Artist": what two self-portraits of an unrivalled artist reveal about art, independence, and religion on the cusp of the modern era
- "Ernst Fischer: a Philosopher and Death": a moving recollection of the writer's passions, insights, and final days
John Berger is alway relevant.......2002-01-08
It was a delight to return to John Berger's writings through this collection of essays. A few are previously unpublished and the rest date from 1960 to 1984. Old stuff? No. Some of the essays are timeless, those on art in particular. Some offer haunting pictures of a vanished world, travel pieces in Yugoslavia for example. And some are disturbing and dismaying for their current relevance. "On the Bosphorus" was written in 1979, just after the government of Turkey had declared martial law, again. Berger sets this story of modern Turkey, its people, and its politics, on a ferry across the Bosphorus carrying Anatolian, commuting workers, truck drivers and Kurdish porters. The impact of US intervention on Turkish politics appears in the details of lives situated in history and written on the bodies of Berger's fellow passengers and remembered friends. The essay that follows, "Manhattan," is eery for the juxtaposition, and the two engage the reader in a post-September 11th dialogue.
John Berger is an art critic who taught us another way of seeing 40 years ago, but his strength is in the relation between the visual and the verbal. He writes of the the stories told by works of art and fills his essays with pictures of particular. He is the story teller.
Book Description
For at least two centuries, argues Mark Smith, white southerners used all of their senses--not just their eyes--to construct racial difference and define race. His provocative analysis, extending from the colonial period to the mid-twentieth century, shows how whites of all classes used the artificial binary of "black" and "white" to justify slavery and erect the political, legal, and social structure of segregation.
Based on painstaking research, How Race Is Made is a highly original, always frank, and often disturbing book. After enslaved Africans were initially brought to America, the offspring of black and white sexual relationships (consensual and forced) complicated the purely visual sense of racial typing. As mixed-race people became more and more common and as antebellum race-based slavery and then postbellum racial segregation became central to southern society, white southerners asserted that they could rely on their other senses--touch, smell, sound, and taste--to identify who was "white" and who was not. Sensory racial stereotypes were invented and irrational, but at every turn, Smith shows, these constructions of race, immune to logic, signified difference and perpetuated inequality.
Smith argues that the history of southern race relations and the construction of racial difference on which that history is built cannot be understood fully on the basis of sight alone. In order to come to terms with the South's past and present, Smith says, we must explore the sensory dynamics underpinning the deeply emotional construction of race. How Race Is Made takes a bold step toward that understanding.
Customer Reviews:
Mark Smith Does it Again!.......2006-09-01
When you pick up this little book, be prepared to keep turning the pages until you're finished. This is the fourth one of Smith's books that I've read cover to cover. I've enjoyed them all [especially STONO], but this one resonates and relates to today's world. The creation of racial stereotypes by white Americans in the late 19th and early 20th centuries has echoes in the racial profiling of suspected terrorists today. The amount of research that went into this book is incredible, but it is not "weighty" or dull. Smith's writing is engaging and thoughtful. There can be little doubt that this fine young scholar is THE rising star [some would say he's already THE star] of Southern historians.
Average customer rating:
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World Through Blunted Sight: New rev Edition An Inquiry into Influence Defective Vision Art Character
Hugh Trevor-Roper
Manufacturer: Viking Adult
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ASIN: 0713990066 |
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A Stellar sea lion pup recognizes its mother's call, even with thousands of other noisy sea lions about. A vervet monkey shouts "ha-ha-ha" to warn of an eagle passing overhead. A peacock fans its colorful tail feathers in a silent but impressive display to entice a peahen. Whether it's to attract a mate, warn of predators or mark their territory, animals share information in some extraordinary ways. Includes fun and informative activities. Did you know? * Howler monkeys have a bony box in their throat that makes their voices extra-loud. * Hippos, whales and elephants communicate with sound so low that humans can't hear it. * Honeybees perform different dances to signal how far away food is. * Flashlight fish use light made by bacteria on their faces to greet each other.
Customer Reviews:
Winner of Animal Behavior Society Children's Book Award 2003.......2003-10-28
Animal Talk is the most recent contribution to an excellent series of animal behavior and ecology books by Etta Kaner and is the recipient of the Animal Behavior Society's 2003 Outstanding Children's Book Award. The book presents animal communication by dividing communication up by context, including "Saying it with Sound," "Saying it with Smell," and "Body language." In each section, Greg Douglas' outstanding illustrations are paired with descriptions of appropriate examples, often including the method of communication (e.g. woodpeckers hammering on hollow logs to send sound over 1 km) and the possible functions of the behavior (e.g. calling for a mate or defending its territory). Also present in each section are two clever and engaging approaches: hands-on experiments that demonstrate a particular point (e.g. waving a paper towel near perfume to demonstrate why ring-tailed lemurs wave their tails during fights) and a "If you were a (animal species)" box, in which more facts are given for a particular species (e.g. "If you were a howler monkey, you'd live in the tropical rainforests of South America..."). Animal Talk does a nice job of including both familiar animals, such as tigers and dolphins, as well as less familiar animals, such as California ground squirrels and water striders. Each section has enough examples to effectively illustrate the point but not so many as to make it difficult to read. However, this book does include lots of information and for younger readers it may be best tackled one section at a time. Children readers consistently commented that they liked the pictures, the amount of information, and the experiments that they could try.
Average customer rating:
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Sight (Senses)
Angela Royston
Manufacturer: Chrysalis Children's Books
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- Preschool Teacher Must Have!
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Sight (Five Senses Series)
Maria Rius ,
J.M. Parramon , and
J.J. Puig
Manufacturer: Barron's Educational Series
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My Five Senses (Let's-Read-and-Find-Out Science 1)
ASIN: 081203564X |
Book Description
Do you remember your first realization of any of your five senses? Prolific children's author J. M. Parramón successfully tackles these tough concepts in words that 3-5 year olds can comprehend. These five colorful books awaken young minds to the wonders of the senses: the taste of oranges, the aroma of fresh-baked bread, and other sensations that give us delight in being alive. Educational, yet fun to read, this clever series is clearly written and cheerfully illustrated in flowing colors throughout. Each book includes a special "scientific" section to help parents answer their children's questions about the senses.
Customer Reviews:
Preschool Teacher Must Have!.......2000-04-07
There are just enough words on a page to get the message accross without your pre-schoolers losing interest. At the end of the book there is a nice diagram of the parts of the eye and brief discriptions of their functions. A must have. I am looking forward to owning the rest of the series on the senses.
Average customer rating:
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Sight (Senses)
Mandy Suhr
Manufacturer: Hodder Wayland
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Binding: Paperback
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ASIN: 0750214082 |
Customer Reviews:
Graphic SF Reader.......2007-09-03
This is another in the excellent series of compilations that Marvel Comics produced in the middle of the 1970s. They changed the focus with this volume, and decided to highlight some of their bombastic, bigger than life supervillains.
Of course, you get the heroes tagging along in the conflict, but you can't go wrong with Doctor Doom and Dormammu for example, and how they came to be.
Classic Comic Book Art!.......2003-01-22
Some people here have called the artwork in this book clunky & not very good when compared to the Artwork in Comics today. These people don't know what they are talking about. How do I come to that conclusion? Because I once said the same thing to the owner of a comic book store. Not just any comic book store, but one which dealt specificaly with buying and selling vintage comic books. I remember saying that the Steve Ditko artwork on the first 38 Original Spiderman issues was terrible. I'll never forget..the owner had this incredulous look on his face, and told me that this was "Comic book Art" and not "Let's draw something as realisticaly as possible Art!" With that in mind, I went home and looked at the Steve Ditko Spiderman issues again and came to slowly realize......"I must have been crazy!....He's absolutely right!" For myself, this is part of the genious of "Bring on the Bad Guys!". And this is especaily true of my personal favorites in this book.....the origins of Doctor Doom, Loki, and of course.....Thee Red Skull! What fun they must have had in creating these classics!
Worth the price?.......2001-11-26
I'd argue, "sure." Here in Bring BACK the Bad Guys we witness the origins/first appearances of famous baddies Galactus, The Mandarin, Kingpin, Kang/Rama Tut and others. We are treated to a reprinting of GIANT-SIZE AVENGERS #2, which alone may be worth this book's price since it is virtually impossible to find anywhere. The other reprints are enjoyable (except for Fin Fang Foom's -- what the heck is HE doing in here?), especially a Professor X-Magneto flashback tale.
Stan Lee - Genius!.......2001-07-02
I am not sure what the other reviewers were talking about or expecting when they complained about the art in this book. Comic book art should, by defintion, be exagerrated and cartoonish, in order to have a more immediate visual impact. The artists featured in this excellent collection - Kirby, Ditko, Byrne, et al - represent some of the finest artists to ever work in the field of comics.
The stories are wonderfully imaginative, the characters seem as real as people I know, and the narratives are gripping. So what are you waiting for, True Believer? Get your hands on a copy of this titanic tome! 'Nuff said!
could have been better.......2001-03-15
This has the origins of villains Dr. Doom (vs Fantastic Four), Loki (vs. Thor), Red Skull (vs Captain America), Green Goblin (vs Spiderman) and Abomination (vs Hulk) and first appearances of Dormammu (vs Dr. Strange) and Mephisto (vs Silver Surfer).
The Good: You get to see Dr. Doom without his mask on!
The Bad: The artwork and story telling is of average quality. Since the stories are from the old issues, the artwork appears very clunky. The Loki tale is poorly done.
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Books Index
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