如今,大多数品牌的宣传活动都收效甚微。在当今这样一个充满诱惑和刺激、注意力极易分散的世界里,要想打动消费者,企业要付出的营销成本与日俱增。那么,营销人员应该如何做,才能在人们被海量信息充斥的大脑中为自己的品牌找到一席之地?知名品牌研究专家马丁·林斯特龙(Martin Lindstrom)谈到了一个新发现:整合了人们五个感官(视觉、听觉、味觉、触觉、嗅觉)元素的品牌,更能吸引人们的注意。他认为,五感协同能提升品牌附加值。在未来,让人印象最深刻、最具特色的品牌,一定是那些既懂得沿袭传统又具有宗教特色的品牌,因为它们把感官品牌的整合作用发挥到了极致。每一个经过整合的品牌都能够通过讯息、外形、商标、习俗和传统来提升自己的身份认同感,就像球队和宗教正在做的那样。 Today, most brand campaigns have had little effect. In today’s world of temptation and excitement, distracting and distracting, the marketing costs companies have to pay grow with each passing day to impress consumers. So what should marketers do to find a place for their brand in the brain where people are flooded with information? Well-known brand researcher Martin Lindstrom talks about a new discovery: a combination of five Sensory (visual, auditory, taste, touch, smell) elements of the brand, more attractive to people’s attention. He believes that five synergy can enhance brand value. In the future, the most impressive and distinctive brands in the future must be those that understand both traditional and religious traditions because they maximize the synergy of sensory brands. Every integrated brand promotes its identity through messages, shapes, trademarks, customs and traditions, just as teams and religions are doing.