| Brand Essense: Using Sense, Symbol and Story to Design Brand Identity Contributor(s): Gains, Neil (Author) |
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ISBN: 0749470011 ISBN-13: 9780749470012 Publisher: Kogan Page OUR PRICE: $28.49 Product Type: Paperback - Other Formats Published: November 2013 |
| Additional Information |
| BISAC Categories: - Business & Economics | Research & Development - Business & Economics | Marketing - General - Business & Economics | Consumer Behavior - General |
| Dewey: 658.827 |
| LCCN: 2013026092 |
| Physical Information: 0.55" H x 6.14" W x 9.17" (0.80 lbs) 232 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: Branding has reached a new frontier. In the future brands will have to appeal to more than one or two of the classic five senses. Branding expert Neil Gains shows both the science and the practical applications of how this can be done, and links symbolism and storytelling to sensory experience in brand marketing. Drawing on the latest research and design thinking he shows how brands can link storytelling archetypes and symbolism to customer experience to build a multi-sense phenomenon. This groundbreaking book provides innovative branding tools for evaluating where a brand is on the sensory and storytelling scale, analyzing its potential and giving it a clear pathway to optimizing its unique sensory appeal. |
Contributor Bio(s): Gains, Neil: - Neil Gains is a consultant, facilitator and trainer, working in the areas of cultural understanding, brand identity and sensory design. He worked for Cadbury Schweppes for more than 10 years in R&D and sensory research, before moving to Asia with AMI (now Synovate) to manage their Asia Pacific innovation practice, and founded Tapestry Works in April 2010. |