Description |
ix, 218 pages : illustrations ; 24 cm |
Contents |
Contents note continued: 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 -- Cracking the category codes -- Uncovering consumer stories and underlying conflicts -- Building transformational stories -- Moving to the senses -- Building the story of an Asian food brand -- Making rice ǹice' 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 |
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Contents: 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 -- 04.Symbols and signs -- Symbols 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 -- |
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 |
Bibliography |
Includes bibliographical references (pages 205-211) and index |
Audience |
Tertiary/Undergraduate, Postgraduate |
Subject |
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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LC no. |
2013026092 |
ISBN |
9780749470012 |
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9780749470029 (ebook) |
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