Brand Sense

In Brand Sense, Martin Lindstrom argues that most companies build brands almost entirely around sight and sound, neglecting the other three senses that shape consumer memory and loyalty. Drawing on sensory research and global studies, he proposes the concept of a "smell, taste, touch, sight, and sound" brand platform, sometimes summarized as the five senses of branding, and reports that engaging multiple senses can strengthen recall far more than visual or auditory cues alone. Lindstrom describes the "sense of smell" as the most underused marketing tool, citing examples such as the scent of baked bread drawing shoppers into supermarkets and the distinctive new-car smell that automakers treat as part of their product identity. He also examines "sensory signatures," arguing that brands should create consistent touch, taste, and sound elements that customers can recognize without seeing a logo, much as a distinctive ringtone or bottle shape functions as an auditory or tactile signature. The book grew out of a global study Lindstrom conducted across thirteen countries, often referred to as the Brand Sense study, which tested how consumers respond to sensory stimuli and how those responses differ by culture and age. He uses these findings to challenge the assumption that branding is primarily a visual discipline, and he introduces the idea of a "brand sense" audit, a process for assessing how well a company's sensory cues align with its intended identity. Chapters explore each sense in turn, covering topics such as the psychology of color, the role of music and jingles, the texture of packaging, and the taste of products, before turning to practical steps for building a multisensory brand. Lindstrom closes by arguing that as markets grow more crowded, brands that appeal to all five senses will gain an advantage over those that rely on sight and sound alone.