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A lot has changed in marketing today.

We learned in elementary school that humans have five senses: sight, smell, hearing, taste, and touch. Creative marketers create experiences that appeal to these senses, and so should you. Our five senses constantly provide information to our brain. Your brain processes this information and helps us understand it.You want to enter the minds and hearts of consumers, customers, and potential customers with all of their five senses. The sense of smell is so powerful in creating good memories that hotels have to spend a lot of money and research to find the right "scent" for the brand. After adding fragrance to Nike stores, customer purchase intent increased by 80%, he says. It is important that the sensory brand, sound, smell, taste and touch are all unique and recognizable.


Most products on the market are immediately removed from the shelves. Advertising efforts often fail. There is a decrease in the conversion rate of advertising works. Many products take on the role of substitutes for other products instead of brands. While there are still such negativities in the market, there are strong brands; coca-cola, harley davidson, apple, turkish airlines, bmw. The secret to their success lies in their ability to gain a foothold in their customers' minds. For example, although Coca-Cola ranks first in the carbonated beverage industry worldwide, it still does not hesitate to advertise. Brands must have at least one distinguishing feature compared to other brands.If you don't have this feature, you will fail. In addition to these distinctive features, success should be achieved in appealing to the human spirit, texture and eye. It is not enough to launch and advertise a product. Strong words should take place in human memory and they should be supported by other sense organs. It is a book that explains how people will approach the product with their five senses and its effects on people.

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Book-cover-image-by-Martin-Lindström




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Excerpts from the book:

Brand creativity of the future will evolve from a two-sense approach to a multi-sensory approach. The historical development of the brand began with a unique selling proposition where there were no two similar products. The emotional selling method in which the products are seen primarily because of an emotional connotation, the organizational selling method in which the organization behind the brand or the company itself becomes the brand, the brand selling method where it goes beyond its physical dimensions. A method of self-selling where products and consumers own brands.


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The future of brand building is the holistic selling methodThey are those who not only adhere to the traditional, but also embrace aspects of religious sensory experience to use the emotional brand concept as a holistic way of spreading the news.

In perhaps the most authoritative and innovative book on sensory branding ever written, international business legend Martin Lindstrom reveals what the world's most successful branding companies are doing differently. by integrating touch, taste, smell, sight and sound with surprising and measurable results.
Building on the largest-ever study of how our five senses influence branding, Brand Consciousness explains Martin Lindstrom's innovative six-step program to bring building brands in the 21st century. Research, covering more than a dozen countries around the world, was conducted specifically for this book by Millward Brown, one of the world's largest business research organisations. Drawing on countless examples from creating products and retail experiences, Lindstrom shows how to establish a marketing approach that appeals to all the senses, not just relying on the usual sights and sounds. Research shows that 75% of our emotions are actually generated by how we feel, and the author explains how to capitalize on this idea. Includes innovative tools to assess a brand's position on a sensory scale, analyze future sensory potential, and enhance brand appeal to reach a broad consumer base best. Lindstrom lists the top 20 brands of the future based on their sensitivities. (Top three? Singapore Airlines, Apple and Disney.)
Among the many fascinating practical highlights of the book are:. The crunchy sound and feel of eating tortillas, trademarks of
Kellogg, were created in the sound lab and patented in the same way the company owns its recipe and logo.
Singapore Airlines has patented a scent that is included in each flight attendant's scent, as well as mixed into warm service towels before take-off, and this scent is often pervasive throughout their fleet. . The sensory uniqueness of
Starbucks has less to do with the smell and taste of coffee than with the interior design of the cafes and its green and white logo.

Martin Lindström books:

  1. Small Tips to Uncover Big Trends,
  2. Buyology - The Truth and Lies About Why We Buy,
  3. small data,
  4. brandwashed.

The author of this book is MARTIN LINDSTROM,  senses and brand.






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