Our Book
The ‘Taste Signature’ by Thornton Mustard, founder and Chairman of the Marketing Clinic.
The Taste Signature deals for the first time with the contribution made to the world’s greatest consumer food and drink brands by their taste performance. For 25 years The Marketing Clinic has researched a “Who’s who” of the great brands throughout the world, working over 22,000 consumers and 2214 product developments.
Thornton’s book is a unique and important marketing book for anyone working with food, drink and aromas.
The Taste Signature describes and discusses a number of general hypotheses, which have been uncovered, constructed and found to be robust through The Marketing Clinic’s work.
This is what top key players in the marketing community say about the book:
"Thornton Mustard unravels the sensory experiences behind some of the worlds most consumed and loved brands, putting their flavour profiles in the context of culture and lifestyle. An intriguing read"
Tom Long PRESIDENT OF COCA-COLA
"Let’s be honest, books about the complexities of taste and flavour leave most busy markets cold. This book is refreshingly different. Thornton’s story explains and illustrates how to develop brands of food and drink to thrive not just survive in the face of changing consumer needs and increased globalisation of flavour"
Bob Morrison MARS EUROPEAN INNOVATION DIRECTOR
"...Simply Magic…The Taste Signature is a ‘Must Read’ for anyone who is involved in New Product Development or Product Improvement, be it in a Research, Development, Marketing or Marketing Research role.
Thornton takes the reader through the taste journey from ‘the eyes, via the bite and chew to the swallow’ whilst outlining the articulated and unarticulated emotional links with the product at each step – brilliantly illustrated using Global Brands as examples"
Dr Ketan Joshi BISCUIT AND CEREAL DEVELOPMENT DIRECTOR, DANONE (FRANCE)
"The Taste Signature. As insightful as it is practical! Thornton explains exactly what taste means and how it helps build the total brand experience. The level of insight generated is fantastic and provides us with a much more in-depth understanding of just how important taste really is"
Greg Nugent GROUP BRAND MANAGER – GLAXOSMITHKLINE
The book is written in a fast, easy to read style to lift the lid on this complex and difficult subject.
Copies are available at £19 plus postage. Please contact us on +44 (0) 1926 423189 or at admin@marketingclinic.com
