Author: Neil Gains
Publisher: Kogan Page
Reviewer: Ashleigh McLeod, associate sccount executive, Stone Junction
Before reading Brand esSense, I found myself wondering if there was a particular reason why two of my colleagues had arrived at a recent trade show both wearing a similar vibrant red colour. My company’s branding colours are red so it seemed a bit more than a coincidence. After finishing the book, it now seems obvious. Neither had planned to do so consciously but, never the less, our company’s influencer was still there.
If you’re a bit of a psychology-nut, like me, Brand esSense will have you hooked from the start. The book contains a good combination of case studies, research and some genuinely thought provoking brand identity issues.
Beginning with an in depth analysis of how colour triggers emotions and some of the sub-conscious relationships we develop with brands and their associated pantone colours, I felt the book had me on my toes from the minute I opened the first page. According to Brand esSense, Cadbury and Nestle found themselves in a bit of a sticky situation with regard to ownership of the distinctive purple colour we attribute to chocolate.
Despite its heavy references to B2C companies, the content of the book speaks volume. Perhaps it would have been nice to hear about more B2B brands, however, taking a step back from the type of businesses the author describes, the substance of Neil Gains’ book is incredible.
The best thing about Brand esSense is the contrast between its simplicity and the immense impact it has on your way of thinking. Gains subtly recommends ways that businesses can adapt their marketing tactics to appeal to the five senses – sight, sound, smell, touch and taste.
I recommend this book to the brave-hearted marketers who aren’t afraid of adapting their ways of thinking.
Star Rating: 4/5
