| Brand Essense: Using Sense, Symbol and Story to Design Brand Identity Contributor(s): Gains, Neil (Author) |
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ISBN: 0749476443 ISBN-13: 9780749476441 Publisher: Kogan Page OUR PRICE: $84.55 Product Type: Hardcover - Other Formats Published: January 2015 |
| Additional Information |
| BISAC Categories: - Business & Economics | Research & Development - Business & Economics | Marketing - General - Business & Economics | Consumer Behavior - General |
| Dewey: 658.827 |
| Physical Information: 0.67" H x 6.38" W x 9.45" (1.12 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. |