Using Sound to Build Your Brand

Apr 27 2017 Published by Neil Gains under sensory branding

Audio Branding: Using sounds to build your brand is a great read for anyone interested in building stronger connections with their customers, especially if they have an ear for music. Full disclosure, the book includes a short piece by myself placing sound in the broader context of sensory branding and the different touch points that can reach your customers. Read more »

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Reimagining global beauty

Apr 26 2017 Published by Neil Gains under beauty

Beauty Imagined: A history of the global beauty industry by Geoffrey Jones is highly recommended for anyone interested in beauty, the beauty industry and beauty brands. Full of anecdotes and insights into the people who shaped the beauty industry, this book provides great insights into the innovations and events that make beauty what it is today. The final chapters on the modern beauty industry, and the discussion of globalization versus tribalization are very well written and are foresee many of the local cultural trends and influences I believe are shaping the industry in Asia and beyond. Read more »

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The Language of Colour

Jan 25 2017 Published by Neil Gains under book review

The Language of Colour is a short, readable and enjoyable introduction to visual communication and the semiotics of colour. Packed full of examples and exercises, Theo van Leeuwen moves from discussions of the meanings of individual colours and colour naming to a theory of how colours combine. The author argues that colour schemes and combinations are more important than the individual colours that comprise any combination.

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6 Reasons to Create a Winning Sound Environment

Nov 27 2015 Published by Neil Gains under sensory branding

“Music can move us to the heights or depths of emotion. It can persuade us to buy something, or remind us of our first date. It can lift us out of depression when nothing else can. It can get us dancing to its beat. But the power of music goes much, much further. Indeed, music occupies more areas of our brain than language does – humans are a musical species.” – Oliver Sacks

We all know the power of music to move both our bodies and our emotions. So how can you use music to create more immersive brand experiences giving you the commercial edge over your rivals?

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The Social Psychology of Music

Oct 19 2015 Published by Neil Gains under sensory branding

As the authors of The Social Psychology of Music point out, although music has many functions in human life, they are all essentially social. We use music to communicate, even when from very different backgrounds and speaking different languages. Music has the ability to trigger very powerful emotions., forming the basis of shared experiences. Music always conveys meaning, but that meaning is always situated in a social and cultural context. Meaning can never be free of context. Read more »

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Review of Touch: The Science of Hand, Heart and Mind

Sep 29 2015 Published by Neil Gains under book review

Of all the books I have read on the sense of touch, the best short introduction is Touch: The science of hand, heart and mind by David Linden. Only published earlier this year, a paperback version will be available at the beginning of 2016. This is clear and comprehensive overview of the role of touch in human lives, it’s relationship to emotion and social relationships and its interaction with the other senses. Read more »

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In Touch With Reality

Sep 06 2015 Published by Neil Gains under sensory

“Seeing’s believing, but feeling’s the truth” – Thomas Fuller

“Any man who can drive safely while kissing a pretty girl is simply not giving the kiss the attention it deserves” – Albert Einstein

I first wrote about the importance of the sense of touch five years ago (click here). At that time there was very little literature focusing on this important sense, but the last two years has seen the publication of at least four books about touch and related senses (see below) so it’s time to look again at touch. Touch is often neglected, especially by marketers, so let’s focus on why touch is such a powerful way to communicate with your customers. Read more »

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Why Our Stomach (and Brain) Can’t Count: Seven Reasons We Eat More Than We Think

Jun 18 2015 Published by Neil Gains under behavioural economics

In Mindless Eating, Brian Wansink provides a fantastic behavioural perspective on human eating habits, based on years of subtle, sophisticated and sometimes strange experiments. The book contains a long list of behavioural quirks, so I have picked seven key ideas from the book that help explain why we often eat more than we should or need to, and how we can change our environment to improve our eating habits. Read more »

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Design Methods #31 – Value Opportunity Analysis

Jun 16 2015 Published by Neil Gains under design

VOA Chart for Blender (sourced from DesignWiki)

Value Opportunity Analysis helps researchers and designers map the impact of user’s aspirations and lifestyle to product design features. As we have written in Brand esSense and on this blog, where product execution meets the goals of customers, then they will pay a higher price and appreciate any improvement that makes the product better deliver against their goals (or ‘jobs’). Many products and services are designed to improve quality of life, and the connection to improved life quality depends on those things most valued by customers. Read more »

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The Rhythm of Life: The esSense of music

Apr 28 2015 Published by Neil Gains under sensory branding

“Music is so naturally united with us that we cannot be free from it even if we so desired”  – Boethius

I have loved music all my life, and visitors often mention my music collection as one of the first things that strikes them. As well as being large, my tastes are quite diverse, and it’s always fascinated me how different music can radically change the mood, both at home and also in the cinema or in a retail outlet.

If you have ever watched a film with and without the musical score you’ll notice a huge difference in the way you react to events on the screen, and music is still often undervalued for its profound effect on how we experience the world. Read more »

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