Brand EsSense
Using Sense, Symbol and Story to Design Brand Identity
by Neil Gains
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Pub Date Jan 28 2014 | Archive Date Jun 12 2014
Description
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 sensory branding research, the book 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 analyzing brand potential and evaluating where a brand is on the sensory and storytelling scale, and offers marketing and branding professionals a clear approach to creating a strong brand identity.
Advance Praise
“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
Marketing Plan
-Publicity campaign aimed at branding columnists, commentators and general interest journals
-ARC distribution to major trade journals: Publishers Weekly; Library Journal; ForeWord
-Outreach to print and online media targeting the placement of excerpts and bylined articles
-Publicity through Kogan Page USA website and monthly newsletter
Available Editions
| EDITION | Other Format |
| ISBN | 9780749470012 |
| PRICE | $39.95 (USD) |
Links
Average rating from 3 members
Featured Reviews
Bianca S, Reviewer
I actually finished Brand esSense by Neil Gains a few weeks ago. I'm glad I fell behind with reviews though. Last week a friend and I chatted about the popularity of a branding session at the recent Market Mix conference. We couldn't understand why marketers are confused by branding, when it's essentially unchanged since the 1940s. That's when brands were first described as anthropological concepts.
Without that discussion, I would have deemed Brand esSense an overly academic, deep read in a short book. It is an academic deep read in 232 pages, but it's also an excellent bridge between the sensory aspects of brand and how they are used with current marketing tactics.
Who is Brand esSense for?
This needs answering a tad earlier than usual. Brand esSense is for the experienced marketers, like the ones at Market Mix. The ones with brand theory knowledge. This book skips the basics and jumps straight into the psychology behind the components of brands. It's a heavy book.
Does it Really Go That Deep?
Yes, it does. After reading this book you'll know which colors elicit anger, why to use smell, and creating archetypes, among others. See, I said it's detailed.
The detail makes it a hard hard read. It's also not linear so concepts jump around, which can be confusing. Archetypes is one. While this sounds nasty, especially when you look at other books like Seth Godin's lighter reads, I recommend Brand esSense, just for a more academic read or experienced marketer. The detail includes some amazing research. Both scientific research and case studies explain and show how each concept helps form a brand.
And if Brand esSense gets too dry, skip to chapter eight. It's a great summary of the book and gives enough detail to stand on its own.
Note: Being an Australian in the US meant the play on essence really confused me. I've been i the US long enough now to confuse Australian/UK English and did actually check spelling before posting this. Tangent, but I hope you weren't confused too.
