By Neil Gains

ISBN-10: 0749470011

ISBN-13: 9780749470012

In Brand EsSense, branding specialist Neil profits exhibits either the technological know-how and the sensible functions of the way a two-sense product can turn into a five-sense phenomenon. Drawing at the most up-to-date sensory branding study, the ebook indicates how manufacturers can hyperlink storytelling archetypes and symbolism to patron event, to reinforce a brand's total good fortune. It additionally presents instruments for comparing the place a model is at the sensory and storytelling scale, studying its strength and giving it a transparent pathway to optimizing its exact sensory attraction.

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Sample text

Most systems use a combination of size and or shape to predict the quality of smell, but no system has been developed that explains all smells. For example, perception of smell can also vary with amount. The chemical indole smells like flowers in small amounts, and putrid in high concentrations. The reality is perhaps that again, smell is as much a function of the mind as it is of molecular chemistry. Luca Turin writes more about the controversies around odour in The Secret of Scent (Turin, 2006).

Touch comprises a number of different senses, mostly based in the layers of our skin below the surface: ●● ●● ●● ●● ●● ●● Light touch is the feeling of contact with the skin’s surface (for example a kiss) where the skin is not deformed; Touch pressure is where skin deformation stimulates the nerves in the deeper layers of the skin; Vibration is felt by nerves in the skin and other body organs (including bones); Heat and cold are felt by specific receptors in the skin that are sensitive to heat and cold (but not to temperature in general); Pain is felt by tissue that has been damaged and is designed to warn you of possible injury; Proprioception is felt from nerve endings in muscles and joints and indicates position and movement of the body.

Our first experience with any smell has a powerful effect on whether we have positive or negative associations with it. As Paul Rozin once said, the one piece of information that can help you understand someone’s food likes and dislikes is their culture (Rozin and Vollmecke, 1986). Vanilla is one of the smells that is popular across many cultures and countries, which is perhaps why Johnson & Johnson use this as the basis of their signature fragrance used across a wide range of their product line, and most noticeably baby products.

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Brand EsSense: Using Sense, Symbol and Story to Design Brand Identity by Neil Gains


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