Summary of Brand Sense

Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound

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Brand Sense book summary
See it, feel it, touch it, hear it, even smell it: a sensory guide to making the branding experience more powerful.


9 Overall

8 Applicability

10 Innovation

8 Style


Author Martin Lindstrom deserves credit for this original contribution to the overworked discipline of branding. He makes the case for involving all five senses – as well as emotions of nearly religious depth – in branding. While this may not work for every industry (it would be hard to make financial services tactile, aromatic or beloved, for example), it is a provocative idea that expands the branding discussion. getAbstract finds that Lindstrom makes a logical case for exploiting the power of the senses and emotions as he weaves in data based on a 24-nation study by research firm Millward Brown. The research explored “to what extent the religious factor – faith, belief and community – could serve as a model for the future of branding.” It also examined how taste, touch, hearing, smell and sight can create links between buyers and brands, and paid incisive attention to actual branding stories. Though some repetition crops up, Lindstrom generally keeps the book moving along with new facts that propel each chapter. He makes it clear that greater sensory emphasis could boost many brands – and, perhaps, the careers of many brand managers.

In this summary, you will learn

  • Why branding must appeal to the five senses
  • How to shape a “Holistic Selling Proposition”
  • How and why you should build a “sensory brand platform.”


The Five Senses
Branding is undergoing a sea change. In the past, manufacturers owned brands, but in the future the consumer will own them. Brand effectiveness is dropping. To get and hold consumer attention, future brands will have to resonate with all five senses and emotions.
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About the Author

Martin Lindstrom founded his ad agency at age 12. Today, it serves numerous international corporate clients. He publishes a weekly column on branding and has written several books, which have been translated into more than 15 languages.

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    Santiago Dominguez 3 years ago
    Muy buen libro (resumen) creo que son cosas básicas que hemos olvidado y damos por hecho, Back to basics

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