WPP - BRAND sense

BRAND sense

Martin Lindstrom
Millward Brown

Simon & Schuster
2005

Based on a global study conducted by Millward Brown, BRAND sense explores how the five senses affect the creation of brands. The book outlines Martin Lindstrom's six-step program for bringing brand building into the 21st century.

The research shows that 75 percent of our emotions are in fact generated by what we smell, and the author explains how to capitalize on that finding.

Included are innovative tools for evaluating a brand's place on the sensory scale, analyzing its future sensory potential, and enhancing its appeal to reach the broadest base of consumers. Lindstrom lists the top 20 brands for the future based on their sensory awareness.

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About the Author

According to the Chartered Institute of Marketing, the rapid rise of his career has made Martin Lindstrom one of today's most respected branding gurus in the world.

He sits on several boards globally, and his clients include Disney, Mars, Pepsi, American Express, Mercedes-Benz, Reuters, McDonald's, Kellogg's, Yellow Pages and Microsoft.