BRAND sense

"Lindstrom's BRAND sense is a wonderful book, an original to be sure. More important, it is a necessary book!"
Tom Peters

Martin Lindstrom's groundbreaking new book BRAND sense, with a foreword by one of the all-time masters of marketing, the distinguished Dr Philip Kotler, and endorsements from CEOs and Chairmans of companies ranging from McDonald's to Disney and Mattel, this book has already won several awards including Fast Company's prestigious Readers Choice Award.

Three neglected senses

From the first newsprint ads that appeared over 150 years ago, to the computer-generated, special-effects bonanzas that dominate our lives in the 21st century, brands have been built and emotions tapped into by using only two of our five senses. Sight and sound! Brand communication has reached a new frontier. In order to successfully conquer future horizons, brands will have to find ways of appealing to the three neglected senses.

It can be done! BRAND sense will tell you how.

The fresh smell of a new car...

Drawing heavily on the data of his extensive research, Lindstrom's discovered some remarkable facts. In his book he proves how the smell of a new car or the perfect sound of a closing car door is plays a major role in selecting what model car is purchased. Ironically, a new-car smell simply doesn't exist. What the consumer smells is an artificial odor that's been sprayed into the interior, creating a sense of quality. Now the generic "new car smell" is about to be branded along with the sound of a closing door - just like Singapore Airlines has patented the smell in their cabin. Likewise, the sound and feel of Kellogg's cornflakes crunching in our mouth has been created in sound labs.

BRAND sense offers to show you how to turn your brand from a two-sense product into a five-sense phenomenon. In a fail-proof six-step process it will help brands cross the all-important sensory frontier. There are innovative branding tools for evaluating where your brand is on the sensory scale. You can analyze your brand's future sensory potential, and then follow a clear pathway to build and optimize its sensory appeal. A complementary 1-year membership of Lindstrom's DualBook is included. Click here to learn more about the DualBook concept.

Visit the dedicated BRAND sense website at BRANDsense.com

Reviews

Click here to read some of the most recent reviews from Harvard Business Review, The Economist, Washington Post, Fast Company among others….