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

  • 3h 56m
  • Neil Gains
  • Kogan Page
  • 2014

Branding has reached a new frontier. In the future, brands will have to appeal to the neglected senses: touch, taste, and smell. Branding expert Neil Gains shows both the science and the practical applications of how it can be done, and links storytelling to sensory recognition in brand promotion.

Drawing on the latest sensory branding research, the book shows how a two-sense product can become a five-sense phenomenon and how consumers link storytelling archetypes to brand building. Brand EsSense provides innovative branding tools for analyzing brand potential and evaluating where a brand is on the sensory and storytelling scale, and offers marketing and branding professionals a clear approach to creating a strong brand identity.

About the Author

Neil Gains works in the areas of cultural understanding, brand identity and sensory design. He has a doctorate in psychology and sensory science, and he worked for Cadbury Schweppes for more than 10 years in R&D and sensory research, before moving to Asia with AMI (later Synovate) to manage their Asia Pacific innovation practice. Gains also founded TapestryWorks, a consumer behavior and branding consulting company.

In this Book

  • The Reality of Perception
  • The Senses Close Up
  • Sensing from a Distance
  • Symbols and Signs
  • Story and Archetypes
  • Using Archetypes in Branding
  • Finding the EsSense of Your Brand
  • Applying the EsSense Framework