| Description |
1 online resource (1 volume) : illustrations |
| Contents |
List of figures; List of tables; Introduction; Sense, symbol and story; Building brand esSense; The story of Brand esSense; 01 The reality of perception; Signal and noise; Patterns in the world; Perception is an active construction; Nature and nurture; Matching the right patterns; Experience and memory; Associating with the right memories; 02 The senses close up; Five and counting; The primal sense; Basic taste; The touch of reality; Touching sight; 03 Sensing from a distance; Touching space; The rhythm of life; The dominant sense; The colour of experience; Integrating the senses |
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04 Symbols and signsSymbols of life; The colour of meaning; Identity matters; Signifying something; Understanding your category; The structure of signs; The story of meaning; Changing times; Metaphor and meaning; Opposites matter; Squaring the circle; Blending identity; 05 Story and archetypes; Causality and the mind; The meaning of stories; Story and myth; Brand archetypes; Archetypal frameworks; 06 Using archetypes in branding; Archetypes of belonging; Archetypes of freedom; Archetypes of ego; Archetypes of order; 07 Finding the esSense of your brand; Building a brand back story |
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Cracking the category codesUncovering consumer stories and underlying conflicts; Building transformational stories; Moving to the senses; Building the story of an Asian food brand; Making rice 'nice' for a snack brand; 08 Applying the esSense framework; The esSense of branding; Brand colours; Brand senses; Symbolic names; Brand symbols; How archetypes answer why; Telling the brand story; Using sense, symbol and story to build brand esSense; References; Index |
| Summary |
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 both 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. This groundbreaking book provides innovative branding tools for evaluating where a brand is on the sensory and storytelling scale |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Branding (Marketing)
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Brand name products.
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Logos (Symbols)
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Corporate image.
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branding.
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logos.
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corporate image.
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Brand name products.
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Branding (Marketing)
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Corporate image.
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Logos (Symbols)
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| Form |
Electronic book
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| ISBN |
9780749470029 |
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074947002X |
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