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- Brandsenses: Building Brands With Sensory Experience
- Brand Sense is a holistic way of understanding, deconstructing and building a brand by taking into account how and where it impresses each of our five senses. How does a brand look, taste and smell? Is it soft to the touch like cashmere, or does it sizzles like summer? Is...
- White papers 2001-08-10
Additional Resources
- Create a brand sense strategy.
- Jul 07, 2005 (Professional Marketing - ABIX via COMTEX) Australian marketers should not neglect "sensory marketing". This method of marketing involves touch, sound and smell to sell products. Martin Lindstrom, the author of "Brand Sense", told delegates at the Brand Sense Symposium, held recently...
- Research articles 2005-07-07
- SHAPE Magazine Flexes Its Muscles in New Deal with Brand Sense Partners to Create Branded Lifestyle Products and Services
- BSP to build new lines of business to allow SHAPE to better serve its core readership while attracting more women to the brand LOS ANGELES -- Leading women's health and fitness title SHAPE magazine has entered into an exclusive agreement with Los Angeles-based new business development consultancy Brand Sense...
- Research articles 2008-05-12
- Brand Sense
- Branding infuses strategic business thinking into all of a company's aesthetic decisions. It is also a way to distill a brand down to its essence, without all the jargon and nonsense that often accompanies branding efforts. When reinventing your brand, go back to the building blocks of how your customers...
- White papers 2003-01-01
- Who Owns Your Brand?
- Customer ownership is key to building a lasting and profitable relationship. Having a human element to the brand is important, and goes beyond having a human face for a brand logo or personality. This is explained in the article with the example of Rowan Yarn. By creating a sense of...
- White papers 2003-05-13
- International fragrance house Mane, creators of Michael by Michael Kors and Ralph by Ralph Lauren, and leading design consultancy Pearlfisher have formed Perfect Sense, a business collaboration ffor fragrance creation and brand development.(Makes Sense)(B
- International fragrance house Mane, creators of Michael by Michael Kors and Ralph by Ralph Lauren, and leading design consultancy Pearlfisher have formed Perfect Sense, a business collaboration for fragrance creation and brand development. "As Perfect Sense, we will be identifying future fragrance trends and opportunities to...
- Research articles 2004-05-01
- Create a Strong Intranet Brand
- The intranet needs to have a strong brand, a sense of identity that, at a basic level, distinguishes it from the public website and other information sources within the organisation. Beyond this, the intranet brand should be designed to build staff trust, and to convey a clear sense of what...
- White papers 2006-05-29
- Why Starbucks Is the Top Brand on Facebook
- Starbucks has been racking up accolades in the digital and social media space. As of July 23, the coffee chain surpassed Coca-Cola as the most popular brand on Facebook, with more than 3.6 million fans, per InsideFacebook.com, an independent blog that tracks the social networking site's developments. It was also...
- News items 2009-08-12
- Kiss Your Brand Goodbye
- Kiss Your Brand GoodbyeRE: Kiss Your Brand GoodbyeThere's a clear change on the ways customers see brand nowadays, but saying that branding is an old concept overcome by "moments" is completely misleading.There are some good points here, as being careful for your communication to not become noisy; also that brand...
- Discussion threads 2008-09-16
- BusinessWeek Dilemma: Content Bests Brand
- McGraw-Hill is making a big mistake. It's trying to sell BusinessWeek as a cohesive branded entity that should command a premium price based on posterity, when in fact its content is the real prize. But selectively packaging and selling the magazine's individual features and byline writers could collectively yield a...
- Blog posts 2009-07-17
- What Killed GM? Brand Marketing.
- Conventional wisdom is that bad management is responsible for the impending death of this once-great American corporation. But that's too simplistic an explanation. While GM's management is ultimately responsible, the real culprit was brand marketing -- not the marketers themselves, some of whom are no doubt...
- Blog posts 2009-03-31
- Ready For the Next Move? Understanding a Brand's Potential Requires a New Set of Metrics
- The article starts with the real-life examples of American Express, TotalFina and Kmart. Each of these moves clearly raises high-level strategic issues for the companies involved. But in a world where brand strategy can no longer be separated from business strategy, key brand issues must also be addressed. A formal...
- White papers 2000-01-01
- How to Build a Shopping Mall Brand
- Who are a mall's real customers? A case study in The Hub magazine reports that developer Westfield USA found some surprising results when it sought to redefine its brand: Out of seven identified shopper types, just two were responsible for 52 percent of Westfield malls' total buying power. ...
- Blog posts 2008-04-29
- Creating Powerful Brand Websites – A Common Sense Approach
- Brand custodians have been quick to recognize the potential of websites in brand building. With most papers on branding through websites written by design houses and technology houses, the focus is less on brand and more on design/navigation/effects. Consequently brand custodians often feel that the task of setting up a...
- White papers 2003-01-01
- Brand Equity: Use It...Don't Lose It!
- People are willing to spend more for a brand due to the perception it creates. The brand may generate a perception of quality, exclusivity, value, or even a sense of community. The brand, its image, and its equity all allow the customer to perceive a promise of value, accept and...
- White papers 2002-08-20
- Positioning a Brand in the Marketplace
- Article focuses on brand positioning. It states that an accurate description of brand captures neither the full weight nor the subtle nuances of brand identity or what it means to position a brand in the marketplace. And it clearly ignores the strong emotional connections that people have with their brands....
- White papers 2003-01-01
- Anticipating Brand Opportunities: What Ever Happened To Burma-Shave?
- The article says that in today's dynamic markets, new opportunities unfold quickly and upstart competitors can appear from nowhere. Managers need a strategic shortcut to make sense of the overwhelming amount of data they're receiving about their brand and their business. This requires a different mindset from traditional brand management....
- White papers 2003-01-01
- To Brand Or Not To Brand?
- Does Corona succeed wildly in certain markets because of its brilliant branding? Or some fluke of human taste buds? The debate is raging in the comments of Kiss Your Brand Goodbye. BNET readers have been trying to pin author Jonathan Salem Baskin to the wall about his...
- Blog posts 2008-09-29
- Friendship Branding: Common Sense In Practice
- Friendship branding is not a new area of branding, but rather a hybrid of existing internal and external brand elements, and a new way of viewing the brand in relation to the customer's expectations and use. It is more than just a one-time effort; rather, it takes the 360-degree view...
- White papers 2003-03-04
- Sense: Can Brand Be Measured?
- This paper in general deals with the measurement of the AT&T Wireless brand, including detailed surveys of three thousand people, to establish a foundation for fundamental business decisions and future brand development. Realizing that brand has value is a fundamental first step and hence it is necessary to understand the...
- White papers 2002-09-24
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