About the

BRAND sense

AUTHOR
MARTIN LINDSTROM
Martin Lindstrom, founded his own advertising agency at the age of 12. Needless to say, Lindstrom has a highly unusual background. The rapid rise of his career has made him one of today's most respected branding gurus in the world according to the Chartered Institute of Marketing. He sits on several boards globally, and his clients include Disney, Mars, Pepsi Kellogg's, American Express, Mercedes-Benz, Reuters,, Yellow Pages and Microsoft He rejects the old rules of the industry that conceptualized branding as an art form composed of vague commercials and awareness messages. Instead, his unique vision is scientific and process-based. It makes branding the driver of sales and profits, and consequently the centerpiece of business. Lindstroms books on branding written with industry icons such as Don Peppers, Martha Rogers, Patricia Seybold and Philip Kotler are sold worldwide and have been translated into more than 20 languages. MartinLindstrom.com

EXCERPT
We are all intimately familiar with our senses they fully inform the picture of our daily life. When one of them goes missing we realize how important they are. 80% of all consumers think that the smell of a new car offers one of the most joyful moments when purchasing a car. 60% of all consumers state that its the sound of a cell phone not the look or its features that distinguishes one brand from another. 75% of our emotions are based on what we smell rather than what we see and hear. Martin Lindstrom, one of branding's most original thinkers, reveals how to break out of the two dimensional rut of sight and sound, and connect emotionally with all five senses. His book provides data and insights that will surprise even the most savvy brand watcher. Robert A. Eckert, CEO & Chairman, Mattel Inc.

However, the advertising and the communication business dwells, almost exclusively, in a two-dimensional world. Their messages focus on what we see and hear, and tend to neglect the fully fivedimensional picture.

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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. BRAND sense shows you how. BRAND sense is based on an exclusive global study of branding and sensory awareness conducted for this book by Millward Brown, the seventh-largest research institute in the world. Under the direction of author Martin Lindstrom, a team of 600 people at Millward Brown conducted qualitative research in 18 countries including the US, Canada, Australia, China, India, Spain, Denmark, the UK, Finland, Germany, France, Brazil and Japan. This unprecedented research discovered some remarkable findings: when Coke cans replaced the classic bottle, Coca-Cola lost a major competitive tactile advantage; to a great many people the Golden Arches smell of old oil and sound like screaming kids. He explains why Singapore Airlines had the smell in its cabins patented, and why Kelloggs designs the sound of feel of crunching cornflakes in sound labs. If brands want to build and maintain future loyalty, they will have to establish a strategy that appeals to all our senses. This is a fact that no serious brand-builder can ignore. It is estimated that 40 per cent of the worlds Fortune 500 brands will include a sensory branding strategy in their marketing plan by the end of 2005. Quite simply, their future survival will depend on it.

It contains a treasury of ideas for bringing new life to your brands. Philip Kotler

In this provocative book, Martin Lindstrom:

BRAND sense is a landmark work that explains what the world's most successful companies do differently, integrating all five of the senses--touch, taste, smell, sight and sound. The book will transform the way marketers approach the entire concept of branding. Charlie Bell, CEO & Chairman, McDonalds Corporation

Lindstrom and his colleagues also examined the best practices of companies that have adopted a sensory approach and seen their brands sizzle under the new direction: Cadillac, Apple, MercedesBenz, Nokia, Louis Vuitton, Nestle, Disney, and others.

Reveals how consumers utilize their five senses when choosing between brands and selecting services Explains the principles for transforming a brand from a twosense product into a five-sense phenomenon Presents a groundbreaking six-step process to help brands cross the all-important sensory frontier Offers innovative tools for evaluating where your brand is on the sensory scale, tools to help analyze a brands sensory potential, and clear pathways to build and optimize a brands sensory appeal Any marketer who wants a competitive edge cannot afford to neglect BRAND sense.

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CONTENTS

DR. PHILIP KOTLER

Marketing isn't working today. New products are failing at a disastrous rate. Most advertising campaigns do not register anything distinctive in the customer's mind. Direct mail barely achieves a one percent response rate. Most products come across as interchangeable commodities rather than powerful brands. Yes, there are still powerful brands-Coca Cola, HarleyDavidson, Apple Computer, Singapore Airlines, BMW. They have learned how to make their brand live in the customers' minds. The brand, of course, must at least deliver a distinctive benefit. No amount of dressing up will make up for this lack. All of the aforementioned brands deliver a distinctive benefit. But distinctive brands require something more. They have to be powered up to deliver a full sensory and emotional experience. It is not enough to present a product or service visually in an ad. It pays to attach a sound, such as music or powerful words and symbols. The combination of visual and audio stimuli delivers a 2 + 2 = 5 impact. It further pays to trigger other sensory channels-taste, touch, smell-to enhance the total impact. This is Martin Lindstrom's basic message, and he illustrates it beautifully through numerous cases with compelling arguments.

BRAND sense is a landmark work that explains what the world's most successful companies do differently, integrating all five of the senses -touch, taste, smell, sight and sound. Andre Lacroix, CEO & Chairman, Euro Disney

Foreword: Philip Kotler 1. 2. 3. 4. 5. 6. 7. 8. A cottage industry turns professional Some companies are doing it right Smash your brand From 2-D to 5-D: what the research reveals

Stimulate, enhance, bond: crafting a sensory brand Measuring senses: Nigel Hollis Brand Religion: lessons learned A holistic view

Acknowledgments
BRAND sense is published on Simon & Schuster New York