Dispatches From the Moderate Left

Friday, July 01, 2005

Quote of the Week

This quote from a book review in the Economist a few weeks back ties in nicely with a book review I'll be posting later today. It’s about a marketing guy explaining how to take brands to the next level:

Appeal to all five senses, he says. Give your brand a distinctive smell or texture. Some forward-thinking companies are doing this already. The feel of a Band & Olufsen remote control, the smell inside a Singapore Airlines cabin, the crunch of a Kellog's cornflake and the sound of a closing of a Mercedes car door; all these 'sensations' have been carefully designed to reinforce the brand's image. And they can have a Proustian power. Mr Lindstrom points out that Singapore Airlines is consistently voted the world's best airline, 'despite the fact that their food is average and their leg room is no better than many of the other airlines that rank in the top 20'. Martin Lindstrom, Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Sight and Sound (2005).


  • The reason Singapore Air has such happy customers is that their cabin crew is far and away the best in the world. These are bright, genuinely friendly young people that like their jobs.

    By Blogger Charles Watkins, at 1:54 PM  

  • I sure hope he's not saying that "cabin smell" is the predominant reason Singapore Airlines is so well regarded! While I believe in the power of marketing that claim would test me pretty severely. :)

    By Blogger Allura, at 2:22 PM  

  • I've never flown Sinapore Airlines, but, yes, I think the book writer was describing the success of the carrier as a triumph of brand over substance. The cabin crew thing (which is less open to objective measurement) certainly sounds plausible to me. Then again, I haven't read the book.

    By Blogger Jeremy, at 10:26 PM  

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