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Sensory Branding

Brand identity is more critical today than ever before,
as more and more businesses and products compete
for consumer attention across an ever-increasing variety of channels.

Our senses play a vital and complex role in forming our thoughts, impressions and behaviors. Brands aim to be more memorable, yet mass communication and commercial advertising remain mostly two-dimensional: visual and auditory. Sensory branding offers an alternative to these conventional branding strategies.

Sensory branding is based on the idea that humans are most receptive, and most likely to form, retain, revisit and reinterpret memory, when all five senses are engaged. By hitting more than one sense, brands can establish a stronger and longer-lasting emotional connection with consumers.

The powerful brands of tomorrow will create a brand experience that extends the traditional paradigm of sight and sound. They will immerse their customers in an environment that not only appeals to the senses of sight and sound, but also the senses of touch, taste and smell. An environment that transforms them physically, mentally and spiritually. A true sensory experience.

Many new sources of information on sensory branding exist today. Leading the way is Martin Lindstrom, one of the brightest minds in the world of branding. Lindstrom is known worldwide for his innovative approach to advertising. He is also the author of BRAND sense, the revolutionary book that breaks new ground in proposing innovative ways to create powerful and effective branding programs by marketing to all five senses.

To learn more about Martin Lindstrom, his book BRAND sense, and the benefits of sensory branding visit www.martinlindstrom.com or www.brandsense.com.

ScentAir MENA trade show booth with signature 'ball chairs.'