3 Review(s)

Brand Sense is a book which introduces readers to the concept of Brand marketing. It reveals how several brands work towards making recognizable features. Kellogg's uses a sophisticated laboratory setup to generate its trademark crunch, the very crunch children associate with it subconsciously. Car companies invest in an aerosol to spray new cars so that they give off an effervescence which appeals to new buyers. Denim companies such as Abercrombie and Fitch, invest in fragrance just for recognition, depending on consumers to identify their brand merely through the smell. Companies which tap into this brand sense, the book reveals, go on to become world players. The book is useful in understanding how buying decisions are made based on our ability to recognize brands by smell, sight, taste and sound. It contains many eye-openers about the power of brand-presence and recognition, and teaches readers how consumers are mere puppets to their senses. About Martin Lindstrom Martin Lindstrom is a Danish writer of self-help books, most notably: Buyology - Truth and Lies About Why We Buy, and Brandwashed - Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy. He was a Time magazine Influential 100 Honoree, and works as a columnist for Fast Company, TIME Magazine, and Harvard Business Review.