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

By Neil Gains

In Brand EsSense, branding professional Neil earnings exhibits either the technology and the sensible functions of ways a two-sense product can turn into a five-sense phenomenon. Drawing at the most up-to-date sensory branding learn, the booklet exhibits how manufacturers can hyperlink storytelling archetypes and symbolism to consumer event, to augment a brand's total luck. It additionally offers instruments for comparing the place a model is at the sensory and storytelling scale, reading its power and giving it a transparent pathway to optimizing its designated sensory allure.

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

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Young babies rely on this sense to learn (not the sense of sight) and R. Buckminster Fuller put this perfectly when he wrote in 1978, ‘Children are born true scientists. They spontaneously experiment and experience and re-experience again. They touch-test for hardness, softness, springiness, roughness, smoothness, coldness, warmness: they heft, shake, punch, squeeze, push, crush, rub, and try to pull things apart’. Touch is very much the exploratory sense. When you pick up a big green watermelon (or any other choice of fruit or vegetable) at the 43 44 Brand esSense supermarket, you might give it a gentle squeeze, weigh it in your hands and use the pressure of your thumb to see if it is too soft, too hard or just the right ripeness.

In The Hidden Dimension, Hall discusses the psychology and cross-cultural significance of personal space and environment. Each of us keeps an invisible bubble of space around us to mark our personal ‘territory’, which impacts our business and personal relations, cross-cultural interactions, architecture and city planning. Sensing from a Distance All animals use space as a key part of their perceptual world, mediated by cultural ‘rules of engagement’. Why is this important for sensory branding? Compare my personal experience of two airlines, asking a flight attendant for help or for an item of food or drink.

Meaning comes from predictive ability, emotional salience and context. Our senses help us create meaning, but they are far from perfect. I will leave the final words of this chapter to Richard Gregory (2009) who wrote: We expect small things to be lighter than big things, to get smaller as they move away from us, and to grow larger as they get nearer... Though seeing and hearing and touch seem simple and direct, they are not. They are fallible inferences based on knowledge and assumptions which may or may not be appropriate to the situation.

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