The BRAND sense story
It started with a smell. In Tokyo.
Imagine yourself walking down a street in Tokyo dodging the crowds, surrounded by billboards all shouting for your attention – a world of total vision overload. And then suddenly you become aware of a smell, a smell that translates you across time and geography back to your childhood in Denmark.
Well that’s what happened to Martin Lindstrom and it’s what led him to commission Millward Brown to conduct the biggest ever study into how we use our senses to form branded relationships. 2 years, 20 brands, 13 countries and 1000s of consumers later, Martin published the results of this survey in his BRAND sense book which has become a worldwide bestseller.
- 83% of marketing budgets are focussed upon our eyes
- And yet – across the study – over 40% described touch and taste as somewhat or very important to them in the branded relationship
- Listening to consumers describing their brand relationships we came to realise that the sense of smell is far more important than anyone had previously realised.
- Brand impact increases by 30% when more than one sense is engaged and by a whopping 70% when three senses are integrated into the brand message.
If you would like more information on the results of the survey or if you would like a copy of the book at a discounted price please contact us on +44 (0)1491 824 531 or send an e-mail to simonbrandsensecom.