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Book synopsis

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.

Book details

Book category Books in English Economics, finance, business & management Business & management Sales & marketing

• Full title: Brand esSense
• Author: Neil Gains
• Language: English
• Binding: Paperback
• Number of pages: 232
• EAN: 9780749470012
• ISBN: 0749470011
• ID: 02083221
• Publisher: Kogan Page Ltd
• Weight: 361 g
• Dimensions: 242 × 185 × 13 mm
• Date of publishing: 03. November 2013

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