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Brand Sense: How to Build Powerful Brands Through Touch, Taste, Smell, Sight and Sound Martin Lindstrom Kogan Page London and Sterling, VA 2005 237 pp.
Keywords Brand management, Brands, Brand awareness
Review DOI: 10.1108/10610420510609311
As a teenager, I remember working in the local movie theater and being directed by my manager to pop popcorn constantly, all day and all night. We had already popped plenty of popcorn for the day early in the morning, and in fact, much of the popcorn that I would pop throughout the day would end up going in the trash. I could not figure out at the time why we were wasting so much popcorn!
I realize now that the popping of the popcorn occurs, not only to create product to sell, but also to create a unique customer experience, using the sense of smell. The scent of popcorn popping not only stimulates the olfactory senses in a very positive way that creates desire for the product, but it also assists in making going to the movies a multi-sensory experience.
Brand Sense, by Martin Lindstrom, is a real-world, example-filled book of brands which have built loyal following using multiple dimensions of our natural senses. Those who are familiar with brands that play on our senses, will no doubt be entertained by the many examples that show how firms appeal to a variety of our senses,...