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Did you know that the smell of a new car is a manufactured scent? That Kellogg's designed the sound of crunching corn flakes in sound labs in Denmark? And that Daimler Chrysler created an entire new department to work on the sound car doors make when closing?
Now, why would companies go through so much trouble to make their products sound or smell a certain way? Because we view the world through five senses, and smart marketers know how to capitalize on them. It's an intricately planned strategy called sensory branding, and it's designed to connect you to products at a whole new level.
Sensory branding is the biggest marketing revolution in 40 years. It turns every concept you've ever learned about creating brands upside down. My new book, BRAND Sense, gives you the inside scoop on this revolution. I conducted the largest global study ever to link branding and sensory awareness. And my global study revealed some remarkable facts: To a great many people the Golden Arches conjure up the smell of stale oil and the sounds of screaming kids; when Coke cans replaced the classic bottle, Coca-Cola lost a major competitive tactile advantage; and Singapore Airlines has patented the scent you smell in their cabins.
I analyzed more than 200 global brands to show you how companies create excitement and demand for their products when they successfully manipulate touch, taste, sound, sight and smell, and how they lose sales when they neglect the sensual appeal of their brands.
If your job is building brands, you need my groundbreaking, six-step process to turn your brand into a five-sense phenomenon. But even if you aren't in the field of marketing; even if you're just a consumer -- and these days everyone is a consumer -- you'll be fascinated by tales of how companies such as Cadillac, Apple, Mercedes-Benz, Nokia, Louis Vuitton, Nestlé, and Disney have adopted a sensory approach and seen their brands sizzle. Martin Lindstrom
Posted April 4, 2010
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