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In Brand EsSense, branding expert Neil Gains shows both the science and the practical applications of how a two-sense product can become a five-sense phenomenon. Drawing on the latest sensory branding research, the book shows how brands can link storytelling archetypes and symbolism to customer experience, to enhance a brand's overall success. It also provides 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.
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About the Author:
Neil Gains works in the areas of cultural understanding, brand identity and sensory design. He has a doctorate in psychology and sensory science, and he worked for Cadbury Schweppes for more than 10 years in R&D and sensory research, before moving to Asia with AMI (later Synovate) to manage their Asia Pacific innovation practice. Gains also founded TapestryWorks, a consumer behavior and branding consulting company.
Review:
"The book is an easy read for anybody broadly familiar with brands, the senses, and qualitative research. Even for people deeply steeped in the area, there are nuggets in there that they will find illuminating or useful...I would warmly recommend it." (Ray Poynter Director of Vision Critical University)
"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)
“Brand equity is essentially an emotional construct, and nobody knows that better than Neil Gains as demonstrated in this book. Want to leverage the quick, intuitive choice that favors your branded offer? Then Neil’s book should be your automatic choice in learning more about this vital topic.” (Dan Hill Sensory Logic)
"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)
"Brand esSense describes a roadmap for building your brand, starting with the reality of human perception, the role of the senses, and how these link to symbolic meanings which can connect to a brand’s underlying story and emotional archetype. It contains a detailed research process for uncovering the most relevant emotional archetype for a brand, and how this can then be translated into thirty brand touch points to build a consistent and distinctive brand identity. If you want to learn how to understand the emotional goals of your customers and link these concretely to the stories, symbolism and sensory experience of using your brand, then Brand esSense will make great reading." (Asia Research)
"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)
“Brand equity is essentially an emotional construct, and nobody knows that better than Neil Gains as demonstrated in this book. Want to leverage the quick, intuitive choice that favors your branded offer? Then Neil’s book should be your automatic choice in learning more about this vital topic.” (Dan Hill Sensory Logic)
"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)
"Brand esSense describes a roadmap for building your brand, starting with the reality of human perception, the role of the senses, and how these link to symbolic meanings which can connect to a brand’s underlying story and emotional archetype. It contains a detailed research process for uncovering the most relevant emotional archetype for a brand, and how this can then be translated into thirty brand touch points to build a consistent and distinctive brand identity. If you want to learn how to understand the emotional goals of your customers and link these concretely to the stories, symbolism and sensory experience of using your brand, then Brand esSense will make great reading." (Asia Research)
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- PublisherKogan Page
- Publication date2015
- ISBN 10 0749476443
- ISBN 13 9780749476441
- BindingHardcover
- Edition number1
- Number of pages232
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