First published 2005
Martin Lindstrom explores how the world's most successful companies build brands that engage all five senses, not just sight and sound. Drawing from the largest study ever conducted on sensory branding, spanning over a dozen countries and conducted by Millward Brown, Lindstrom presents a six-step program for modern brand building. He reveals that 75 percent of human emotions stem from smell and shows how companies can capitalize on this insight. The book includes tools for measuring a brand's sensory appeal and enhancing its reach to broader consumer bases. Lindstrom ranks the top twenty brands based on sensory awareness, with Singapore Airlines, Apple, and Disney leading the list. Through concrete examples from product development and retail experiences, the book demonstrates how marketing strategies can transform into measurable business results by appealing to touch, taste, smell, sight, and sound rather than relying on traditional visual and auditory approaches.
Genres: psychology, business, non-fiction
Vibes: analytical, informative, thought-provoking
Tropes: case-studies, research-driven
Setting: Singapore, United States
Period: 21st-century
256 pages · Hardcover · Free Press