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About the

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.

Lindstrom’s books onbranding 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

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 it’s 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.

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 five-

dimensional picture.

EXCERPT

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.

“

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BRAND sense

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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, Harley-

Davidson, 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 emotionalexperience. 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 basicmessage, and he illustrates it beautifully through numerous

cases with compelling arguments.

DR. PHILIP KOTLER 

BRANDsense.com

1. A cottage industry turns professional

2. Some companies are doing it right

3. Smash your brand

4. From 2-D to 5-D: what the research reveals

5. Stimulate, enhance, bond: crafting a sensory brand

6. Measuring senses: Nigel Hollis

7. Brand Religion: lessons learned

8. A holistic view

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 

“”

CONTENTS

Acknowledgments

Foreword: Philip Kotler 

BRAND sense is published on Simon & Schuster New York