Tuesday, May 03, 2005
Sensory Branding -- What's That Smell?
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: http://www.brandsense.com/