Limit search to available items
Record 3 of 34
Previous Record Next Record
Book Cover
Book
Author Gains, Neil.

Title Brand esSense : using sense, symbol and story to design brand identity / Neil Gains
Published London ; Phildelphia : Kogan Page Limited, 2014

Copies

Location Call no. Vol. Availability
 MELB  658.827 Gai/Bes  AVAILABLE
 MELB  658.827 Gai/Bes  AVAILABLE
 MELB  658.827 Gai/Bes  AVAILABLE
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
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.
Branding (Marketing)
Corporate image.
Logos (Symbols)
LC no. 2013026092
ISBN 9780749470012
9780749470029 (ebook)