.comment-link {margin-left:.6em;} Making Sense: e-Digest of Brand Thinking

Tuesday, May 03, 2005

Sensory Branding -- What's That Smell?

Automobile manufacturers spend millions of dollars developing the sensory side to their brand. That includes an aerosol spray of "new car scent" and doors that have a distinctive sound when closed. I learned this from Brand Sense by Martin Lindstrom, which his publicist recently sent me. The book is based on Millward Brown's 5! Senses Study. http://www.millwardbrown.com/BRANDsense/research/chartSnsInteract.asp/

Lindstrom makes a case for "smashing" your brand and rebuilding it to engage your audience on all five sensory levels. But few companies are that enlightened. I got the sense that some of the examples in the book were of companies that practiced sensory branding, but didn't really know they were.

The book is a fast and interesting read. It does help you see brands from a new point of view. For example, the lodging industry is betting on "touch." Sheraton has introduced exclusive beds and bedclothes and Holiday Inn Express has shower heads that will make you smarter.

For more info on Brand Sense, click here:

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