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Brand EsSense: Using Sense, Symbol and Story to Design Brand Identity

Neil Gains

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ISBN 10: 0749470011 / ISBN 13: 9780749470012
Published by Kogan Page
New Condition: New Soft cover
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240 pages. Branding has reached a new frontier. In the future, brands will have to appeal to the neglected senses: touch, taste, and smell. Branding expert Neil Gains shows both the science and the practical applications of how it can be done, and links storytelling to sensory recognition in brand promotion. Drawing on the latest research, he shows how a two-sense product can become a five-sense phenomenon and how consumers link storytelling archetypes to brand building. Brand EsSense provides innovative branding tools for evaluating where a brand is on the sensory and storytelling scale, analyzing its potential and giving it a clear idea of how this can be applied to create a strong brand identity. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Bookseller Inventory # 9780749470012

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Bibliographic Details

Title: Brand EsSense: Using Sense, Symbol and Story...

Publisher: Kogan Page

Binding: Paperback

Book Condition:New

Book Type: Paperback

About this title

Synopsis:

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 he 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.

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 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. Neil founded TapestryWorks in April 2010 and currently lives in Singapore

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