Few branding books... have generated as much attention as BRAND sense. Read what industry icons from Tom Peters to Philip Kotler or Washington Post, Bloomberg, The Times, Harvard Business Review, Fast Company, CBS or the Economist among many says about Martin Lindstrom’s latest groundbreaking book on Sensory Branding…
Check It Out! says Tom Peters on BRAND sense... "Check out renowned futurist Martin Lindstrom's BRAND sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound (features a Phil Kotler foreword)." "The idea: beyond the stalwart USP (Unique Selling Proposition) and even the newer "ESP" (Emotional Selling Proposition) ... and toward the HSP (Holistic Selling Proposition)." "The book is well written, and the data-cases are compelling..." Tom Peters. First posted on www.TomPeters.com, 7th January 2005
BRAND sense nominated for the Fast Company Readers Choice Award - March 2005! “We want to highlight the books that really matter, via the readers help. BRAND sense – is among the three books nominated for the Fast Company Readers Choice Award March 2005.” Fast Company. First posted on www.FastCompany.com/bookclub, December-January 2005.
Tom Peters on BRAND sense... "BRANDsense is a wonderful book, an original to be sure. More important, it is a necessary book! The table has been run on traditional branding practices - and the race is on to re-imagine marketing and branding. Martin Lindstrom provides us with the Nikes we need to begin the re-imaging sprint." Posted by Tom Peters 10th January 2005. Fast Company's Readers' Choice Award to BRAND sense The Business Book people are talking about says Fast Company in it's March 2005 edition and continues... Brands are about seduction. Just as in personal relations, the best companies use all five sensual dimensions - touch, taste, smell, sight, and sound - to woo you. If they make a personal connection, it leads to impulsive acts of devotion such as getting a tattoo of your beloved. Brand Sense, then, is a rather alluring diary of how to establish that kind of love. At the core of the book are a host of savvy insights centering around Lindstrom's belief in branding as a ritual and, at times, even a religion. Rituals - by whatever senses they reach us - are inherently memorable and fundamental to brand loyalty: Every time you hear the Intel jingle or press the Apple key on a Mac, the ritual reinforces the brand's relevance. Lindstrom's at his best pulling us in with so many fascinating historical tidbits that it's worth the read alone for the cocktail-party icebreakers. Did you know the Coca-Cola bottle was originally fashioned to look like a cocoa pod? It's easy to see these "did you knows?" as parlor tricks - by companies and by Lindstrom - but what's branding if not gimmicks that grow into traditions? Lindstrom's ideas may not catch on, but like any good brand, they're sexy, smartly packaged, and sure to spark debate. Backstory By 12, Martin Lindstrom was already something of a branding phenom, discovered by Lego in Europe after driving local tourism in his hometown with a building made from the company's bricks. Since then he has held C-level posts with BBDO's Europe and Asian offshoots and published two other books on branding. What we liked Lindstrom makes a thought-provoking argument that companies are missing a big opportunity, noting that only 10% of the world's top 200 brands use all five senses. He's also an engaging and imaginative writer, traits that keep the pages turning. Gee-whiz examples abound, some of them outrageous. Do Disney's Animal World employees really all have New Delhi accents? What we didn't What exactly does eBay smell like? Or, for that matter, what does it taste and feel like? Lindstrom's philosophy doesn't apply as well to some brands as it does to others. Meanwhile, his wannabe catchphrase "smash your brand" is sure to have a short shelf life. What to say to sound like you've read it Lindstrom's ideas on multisensory branding at least provoke you into using your sixth sense: intelligence. But even if you don't buy in, it's still a fun read for conversational fodder.
Samsung's Peter Weedfald on BRAND sense... "BRAND sense is a wake-up call for all marketers who still believe that strong brand and demand communications only need appeal to what we see - and not what we hear, smell, taste and touch!" Posted by Peter Weedfald, Global Chief Marketing Officer for Samsung, 22nd February 2005. For more information visit www.samsung.com
Leonard Lopate interview with Lindstrom on Sensory Branding... Martin Lindstrom explores ways that companies can expand their future marketing strategies to target all five senses of consumers—instead of focusing only on sight and sound says Leonard Lopate
Lindstrom on Bloomberg Television... Industry veteran and branding expert Martin Lindstrom explores groundbreaking techniques on how to build brands leveraging our five senses says Bloomberg Television's Lane Bajardi...
Washington Post on BRAND sense... Consumers who already feel overwhelmed with omnipresent advertising may find Martin Lindstrom's Brand Sense (Free Press) a little scary. A branding expert whose clients include Pepsi, Disney and Mars, Lindstrom says marketers can no longer rely only on a consumer's senses of sight and sound to make their products stand out. Washington Post. First published in Washington Post 6th March 2005. For more please visit http://www.washingtonpost.com/wp-dyn/articles/A9115-2005Mar5.html.
Commencing the 21 March 2005 daily blog updates from Lindstrom can be found on Fast Company. Click here to follow Lindstrom’s branding vitamins. Posted by Fast Company 21 March 2005.
An excellent roadmap... A few years ago Regis McKenna, long held to be a true marketing guru here in Silicon Valley, said positioning and branding were of no consequence any more because products and people changed so rapidly. Product life cycles have shrunk to 3-6 months and people seldom stay in their same job or with the same firm more than a year. Regis’ contention was that in the now commodity world people bought almost solely on the basis of price rather than company/product image. Well as is typical, we are in a new cycle. The difference is that Lindstrom doesn’t take the expeditious short-term view. In BRAND sense he steps back, way back and examines the long-range effects of branding. In fact he looks at branding (and specific brands) over the past 50 years. The global marketing study that was conducted by Millward Brown which has been combined with his 20 years of marketing experience helped produce Lindstrom’s whack in the side of the head so the AhHa! light could go on. Once you begin reading BRAND sense you immediately see the common sense of the importance of our five senses touch, taste, smell, sight, sound. The senses are the basis for the survival and evolution of every species. From the moment a baby is first born human or otherwise they respond to their senses. As we get older we still respond to the senses but we cloak this response with logical and illogical rationale. Lindstrom starts the book with a mind-boggling example of brand attachment, a young Aussie lad who so totally identified with Gucci that he tattooed the logo on his neck and the brand became a living, breathing friend to him. That was until Gucci lost its way. Then he left his friend behind and rid himself of the tattoo. It made us think that we actually have a very real but less fanatical attachment with Jaguar. We got our first Jag used XK-150 convertible in college. Difficult to start in Midwest winters. Difficult to keep running. Almost impossible to keep tuned and keep oil in it. But it was a Jag…our Jag! Since then we’ve owned 10 and even converted our wife from Mercedes to Jag. We did have a two-year period where we abandon the brand. When the air conditioning and differential go out and the company rep says, “what do you expect you do have 60,000 miles on the car,” you question the sanity of your loyalty. But when the retro look of the XK8s were introduced we were sucked back and the loyalty/love returned! To explain and reinforce the importance of BRAND sense, Lindstrom presents a series of specific and detailed case studies. He also analyzes which of the senses are most important in branding specific categories of products and services. We were surprised that he believes that sight plays a supporting role to the other senses. He points out that smell which is often overlooked is the most evocative and the one that creates the strongest impression. This is probably why auto manufacturers spray the interiors of their cars with new car scent. It is certainly the scent our wife requests the car wash people use for her car each time she has it cleaned and detailed. Over the past 50 years, brands and brand sense have evolved and changed. We went through the USP (unique selling proposition) period. Then there we evolved to ESP (emotional selling proposition). Next we had OSP (organizational selling proposition). We soon passed into the BSP (brand selling proposition phase. Today we are in what Lindstrom identifies as the MSP (me selling proposition). This is because businesses have been forced to abandon mass production because we live in the era of mass customization, Lindstrom notes that companies no longer own their brand but the consumer owns the brand. In addition to lively, interesting case study and recommendation reading, BRAND sense is crammed with charts, action points and enough data to satisfy almost any researcher. In addition to giving you a good foundation in understanding the importance of branding and brand ownership, Lindstrom also gives you insights into what he believes the future holds for those of us that have to create, develop and expand brand loyalty. In today’s chaotic, troubled world Lindstrom explains that people want a stake in the ground. They want something they can believe in. He calls this new form of positioning HSP (holistic selling proposition) that gives consumers a footing in the past (tradition) while adopting some religious characteristics that enable you to spread the word holistically. Developing and refining that HSP for your products and services will enable you to fine tune your messages that embody shape, symbol, ritual and tradition. Today’s marketplace is already crowded and it is going to get worse instead of better. BRAND sense is an excellent roadmap to help you guide your firm’s products and services into the future. It’s also a very informative and enjoyable book to read. Posted by MarcommWise 21 March 2005.
An outstanding book says Chartered Institute of Marketing Don’t you just love the smell of a new car? Of course you do. The thing is it’s artificial. A new car actually smells of… well nothing really. But manufacturers noticed that people like to experience the smell of the new, and so ‘new car smell’ was carefully developed and is now sprayed into all new cars. Perhaps you like the sound the door on your new car makes when it shuts. If so, again this is no mere coincidence. Daimler Chrysler has even gone so far as to set up a Department of engineers dedicated to perfecting the sound of a closing door! These are just some of the fascinating examples of sensory branding found in Martin Lindstrom’s excellent new book, BRANDsense. As with his best seller BRANDchild, Lindstrom has worked with Millward Brown in a research project with consumers in 13 countries (including the UK, US, Spain, Poland, Japan, Chile, Thailand). The research looks at how consumers perceive brands in terms of their senses. Lindstrom argues powerfully that for brands to really engage and connect with consumers, they need to consider utilising all five senses (sight, sound, smell, touch and taste); a multisensory approach. Marketers have become masters of using sight and sound in developing their brands, but in a crowded marketplace where communications are often lost amidst the noise, it is those brands that connect with consumers in a deeper, more emotional way, that will win out. He sets out the case for making your brand recognisable, not just visually, but across the senses (think Intel’s sound), and gives a six-step process for developing your own multisensory brand. Once again Lindstrom has delivered an outstanding book that provokes and intrigues, and enriches our understanding of how consumers really perceive brands. Posted by the Chartered Institute of Marketing March 2005 issue of The Marketer
Lindstrom on Sensory Branding and Direct Marketing... Watch DM News recent interview with Martin Lindstrom on the future of Direct Marketing leveraging the concept of Sensory Branding.
Harvard Business Review on BRAND sense... The eyes are the windows to the pockets, marketers have long assumed, and so they emphasize visual cues when packaging and promoting products. But Lindstrom, a consultant, urges companies to appeal to all the seses - especially when targeting younger consumers, who have more sensory acuity then their elders. Smell, for example, has a powerfull influence on the unconscious, as McDonalds's discovered when customers intrigued by its healtheir menu items were put off by the restaurants' continued oily odor. Posted by the Harvard Busienss Review April 2005 issue. For more information go to www.hbr.org
Brand Sense certainly seems to have been written with ease of reading in mind.
Based on a Millward Brown survey of hundreds of respondents across 13 countries, the book sets out to educate companies around the world about how to make the most of their brands by targeting all five senses, rather than just the traditional sight and sound approach. Using examples as diverse as Kellog's distinctive "crunch", the iconic Coca-Cola bottle and the eponymous Singapore Girl, he guides readers through a step-by-step process of how to integrate touch, taste, smell, sound and sight into their brand. The book has a real international flavour but, if you can get over the slightly jarring Americanisation, it does feel relevant to the British marketer, whether he has an international remit or is targeting just the UK. It's very easy to read too – no mean feat for what is essentially an elaborate instruction manual for marketers. Martin Lindstrom makes a compelling case for following his advice, citing the world's most successful branding companies and breaking down how they managed to integrate the senses into their "branding experience".Posted by Media Week 19th April 2005 for more information visit www.MediaWeek.co.uk
The sweet success of smell By The Economist IF BUSINESSMEN today have a philosopher's stone, it is branding. Just turn base running shoes, hotels, magazines, even yourself, into a brand and the gold will soon come rolling in. Just look at Gucci and Madonna. They are brands almost as much as they are anything else. And ain't they done well? There are lots of books trying to distil the essence of this particular magic. "Brand Sense" stands out from the crowd for two reasons: it has a foreword by Philip Kotler, a professor at the Kellogg School of Management who is an acknowledged world master of marketing, in which he says the book "contains a treasury of ideas for bringing new life" to brands. And it has a flash of insight. The author is an advertising executive who is worried about the industry's inability to wean itself off making advertisements for television, a medium that will soon be watched only by sozzled juveniles armed with the technology enabling them to skip the ads. In such a world, how can companies build new brands? Martin Lindstrom's answer is to make the brand "a sensory experience that extends beyond the traditional paradigm [based on print media and television], which primarily addresses sight and sound." 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 Bang & Olufsen remote control, the smell inside a Singapore Airlines cabin, the crunch of a Kellogg's cornflake and the sound of the 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". But perhaps it is the airline's exceptionally beautiful hostesses who are responsible. Mr Lindstrom suggests that brand-builders can learn from organised religion, where sensory experiences (the smell of incense, the cry of the muezzin or the taste of a sacramental wafer) have been blended for centuries to bind consumers closer to the faith. It is no coincidence that some of the brands that appeal strongly to a wide range of senses have themselves gained the power of religion. The Harley-Davidson bike, the Prada bag, the Apple Mac: all, in their way, have occasionally been touted as objects of worship. Posted by The Economist 27th April 2005 for more information visit www.Economist.com
BRAND sense provides an unusual treatise
Posted by Midwest Book Review, USA the 12th May 2005. Please visit http://www.midwestbookreview.com/ibw/may_05.htm for more. Book Review: BRAND sense is an excellent roadmap A few years ago Regis McKenna, long held to be a true marketing guru here in Silicon Valley, said positioning and branding were of no consequence any more because products and people changed so rapidly. Product life cycles have shrunk to 3-6 months and people seldom stay in their same job or with the same firm more than a year. Regis’ contention was that in the now commodity world people bought almost solely on the basis of price rather than company/product image. Well as is typical, we are in a new cycle. The difference is that Lindstrom doesn’t take the expeditious short-term view. In BRAND sense he steps back, way back and examines the long-range effects of branding. In fact he looks at branding (and specific brands) over the past 50 years. The global marketing study that was conducted by Millward Brown which has been combined with his 20 years of marketing experience helped produce Lindstrom’s whack in the side of the head so the AhHa! light could go on. Once you begin reading BRAND sense you immediately see the common sense of the importance of our five senses touch, taste, smell, sight, sound. The senses are the basis for the survival and evolution of every species. From the moment a baby is first born human or otherwise they respond to their senses. As we get older we still respond to the senses but we cloak this response with logical and illogical rationale. Lindstrom starts the book with a mind-boggling example of brand attachment, a young Aussie lad who so totally identified with Gucci that he tattooed the logo on his neck and the brand became a living, breathing friend to him. That was until Gucci lost its way. Then he left his friend behind and rid himself of the tattoo. It made us think that we actually have a very real but less fanatical attachment with Jaguar. We got our first Jag used XK-150 convertible in college. Difficult to start in Midwest winters. Difficult to keep running. Almost impossible to keep tuned and keep oil in it. But it was a Jag…our Jag! Since then we’ve owned 10 and even converted our wife from Mercedes to Jag. We did have a two-year period where we abandon the brand. When the air conditioning and differential go out and the company rep says, “what do you expect you do have 60,000 miles on the car,” you question the sanity of your loyalty. But when the retro look of the XK8s were introduced we were sucked back and the loyalty/love returned! To explain and reinforce the importance of BRAND sense, Lindstrom presents a series of specific and detailed case studies. He also analyzes which of the senses are most important in branding specific categories of products and services. We were surprised that he believes that sight plays a supporting role to the other senses. He points out that smell which is often overlooked is the most evocative and the one that creates the strongest impression. This is probably why auto manufacturers spray the interiors of their cars with new car scent. It is certainly the scent our wife requests the car wash people use for her car each time she has it cleaned and detailed. Over the past 50 years, brands and brand sense have evolved and changed. We went through the USP (unique selling proposition) period. Then there we evolved to ESP (emotional selling proposition). Next we had OSP (organizational selling proposition). We soon passed into the BSP (brand selling proposition phase. Today we are in what Lindstrom identifies as the MSP (me selling proposition). This is because businesses have been forced to abandon mass production because we live in the era of mass customization, Lindstrom notes that companies no longer own their brand but the consumer owns the brand. In addition to lively, interesting case study and recommendation reading, BRAND sense is crammed with charts, action points and enough data to satisfy almost any researcher. In addition to giving you a good foundation in understanding the importance of branding and brand ownership, Lindstrom also gives you insights into what he believes the future holds for those of us that have to create, develop and expand brand loyalty. In today’s chaotic, troubled world Lindstrom explains that people want a stake in the ground. They want something they can believe in. He calls this new form of positioning HSP (holistic selling proposition) that gives consumers a footing in the past (tradition) while adopting some religious characteristics that enable you to spread the word holistically. Developing and refining that HSP for your products and services will enable you to fine tune your messages that embody shape, symbol, ritual and tradition. Today’s marketplace is already crowded and it is going to get worse instead of better. BRAND sense is an excellent roadmap to help you guide your firm’s products and services into the future. It’s also a very informative and enjoyable book to read. Posted by MarcommWise 10th May 2005. For more information please visit: http://www.marcommwise.com/bookreviews.phtml?ISBN=0743267842
Marketers see babies' noses as pathway to profits By Barbara F. Meltz, BOSTON GLOBE Vanilla-scented diapers? Teddy bears that smell good enough to eat? Baby clothes infused with fragrance? Expect to see, er, smell, them soon at your favorite retailer. Or maybe it will be so subtle that you don't notice. Marketers are betting your baby will, though. The corporate world is always looking for the next big market, and right now babies are it. With recent marketing research concluding that young children are up to 350 percent more responsive to the five senses than adults, and especially to smell, marketers are hoping to capture future consumers by putting signature smells in ordinary baby products that will later evoke positive memories. For a toy manufacturer, for instance, a scent on a stuffed animal could translate to a 7-year-old's preference for that brand of toys just because the toy has the scent. ''You won't be able to argue with your brain," says branding specialist Martin Lindstrom of Norway, who advises Fortune 500 companies. Or with your child. Marketers are counting on that. That marketers want our children is not new. That they are after even our babies and toddlers is an increasing challenge for parents and a concern to child-development specialists. Try to find a disposable diaper, even for a newborn, that doesn't have a media character on it, from Barney and Blues Clues (Luvs), to Mickey Mouse, Finding Nemo (Huggies), or Sesame Street (Pampers). The characters aren't just on the strip along the top of the diaper, they are front and center, big and bold. Right there where a seated 6-month-old's drool dribbles. That's no coincidence. Long before ''drool factor" became a hip way to refer to an item advertisers hoped consumers would covet, it had a more literal meaning. Ever notice how a 5- or 6-month-old sometimes watches to see where his drool lands? Discovering that was an ''aha!" moment for former Texas A&M marketing professor James McNeal. He reasoned that if the drool dripped to a diaper or a bib imprinted with an image of a character that's linked to a brand, and if the baby sees the logo repeatedly. . . Voila! Brand recognition in the crib! With cradle-to-grave brand loyalty worth an estimated $100,000 per consumer, babies are ''the future market for ALL goods and services," e-mails McNeal from China, where he's researching youth consumerism. He is author of ''Kids as Customers, A Handbook of Marketing to Children" (Free Press). McNeal came up with the drool factor in 1993, but the industry was slower on the uptake than he expected. Only recently, he e-mails, ''[has it] finally dipped down [to 1-year-olds]." If you're wondering, ''What's the big deal? We're just talking babies, for heaven's sake," McNeal will tell you: ''. . .Consumer behavior patterns begin officially at 16 weeks [of age]." Child-development specialists may not pinpoint it so exactly, but few would argue the point. Research shows that the part of the brain responsible for cognitive learning comes on line gradually, over several years, but the right brain, responsible for emotions and relationships, is up and running from birth. Here's how it can work to a marketer's advantage: The more an image is repeated on diapers, toys, clothes, and food, the more familiar it becomes. What's familiar conveys a sense of comfort and security. That leads to an emotional attachment. ''Deep, subconscious connections are made," says psychologist Susan Linn of Judge Baker's Children Center, author of ''Consuming Kids, The Hostile Takeover of Childhood" (The New Press). Babies and toddlers are most vulnerable. Cognitively unable to filter, they also take in more than we realize. What's most visually dramatic tends to be what children notice first, says Dan S. Acuff, a marketing insider turned critic. But ''the whole gestalt also imprints. If a brand is there, it's recorded at some level." He is co-author of ''Kidnapped, How Irresponsible Marketers are Stealing the Minds of Your Children" (Dearborn Books), due out next month. Marketers first recognized the value of visual repetition. Now they're on to sound and smell. A pacifier with a music chip? ''Don't laugh," says Lindstrom. Smell is even more powerful ''because it goes straight to the emotional register." Look for scented diapers on US shelves within six months, he says. Expect a smell of vanilla to infuse your nursery not long thereafter. Why vanilla? ''Because the milk you are breast-feeding with has a twist of natural vanilla fragrance," says Lindstrom, who is author of ''BRAND sense" (Free Press). Boston College sociologist Juliet Schor doesn't tell parents to ban all branded items from the crib; as in so many arenas of parenting, moderation is key, she says. But extensive branding in a baby's life ''socializes him into a world of corporate values. A toddler grows up thinking McDonald's is good because it gives her things she likes. But McDonald's isn't healthy food, it doesn't pay decent wages," she says. ''By branding kids younger and younger, corporations count on creating the next generation to be more friendly to them. To the extent we are branding babies, we are bringing them up in a world that makes it harder for them to be critical of what they buy." To be sure, you can find unbranded diapers, you can find unbranded anything. But it takes more effort and, often, more money. ''It becomes a class issue," says Schor. She is a professor of sociology at Boston College and author of ''Born to Buy" (Scribner). Finding unscented brands may be even trickier. ''It will be so subtle," predicts Lindstrom, who spoke via phone from Dubai. He urges manufacturers to be generous with labels and signs (''This is a product that uses smell to induce purchase.") to avoid a backlash from consumers who might otherwise feel duped. Meanwhile, parents aren't as powerless as we may think: Resist screens of all kinds. Since the American Academy of Pediatrics recommends no screen time for children under 2, marketers have become more resourceful. The latest? Verizon offers ''mobi-toons" on your cell: pass the cellphone to your crying baby or toddler while you're driving and, for $15 a month, you have unlimited access to famililar, calming ''Sesame Street" characters. There's a hidden cost, though. Linn cautions that children who learn to turn to a screen for comfort sooner or later are exposed to logos, branding, and commercials that further suck them into a materialistic culture. Buy generic . A baby will find as much fascination in an unbranded crib mirror as one with Elmo on the frame, as much comfort in any cuddly stuffed animal as the plush version of a beloved TV character. When a toy is generic and open-ended rather than linked to a character, there's more opportunity for creativity, which leads to more learning. What's more, Linn says character toys lead to consumerism because they become boring, encouraging a child to want the next toy and the next. Acknowledge, don't purchase . You're at the grocery store and your 16-month-old gets excited as you pass a food item with her favorite character on it. If you say ''No!" and try to move on, you're into a power struggle that marketers count on parents losing. Instead, ''Diffuse the moment by thinking of this as a request for acknowledgment, not a demand for purchase. It's the fact of recognition that makes it pleasurable to them," says early childhood educator Ruth Anne Hammond: '' 'Look at that! You recognize Elmo!' " Hammond is director of the infant-toddler-parent program at Pacific Oaks College in Pasadena. McNeal downplays the industry's role in creating materialistic children. ''The danger is in what the parents do. All of it is funneled through parents in one way or another. They introduce the brands, the TV, the marketplace to their kids, starting at birth." Many parents, after all, are addicted to brands themselves, he notes. Daniel Anderson is sympathetic to parents. A psychology professor and children's media specialist at the University of Massachusetts at Amherst, he says, ''I've seen with my own eyes the way a child reacts with wonder and delight when they get something that has a character they love on it: Dora the Explorer, Barney, Elmo. Any parent who sees that feels they've done exactly the right thing, buying that product." Sympathetic or not, he suggests another way for parents to think about it: ''Children are forming attachments with media images. [With every branded purchase], you've turned over part of your child's love to a giant corporation." Published by Boston Globe the 19th May 2005. Visit http://www.boston.com/yourlife/home/articles/2005/05/19/ CBS's MarketWatch on Lindstrom's BRAND sense...
Lindstrom on Richard & Judy, United Kingdom Is it true that casinos in Las Vegas plays a "gambling" sound to increase the revenue? Watch Lindstrom's return to the Richard & Judy Show at Channel 4, UnitedKingdom.
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