Brand Sense

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Did you know that the enticing smell of a new car comes from a factory-installed aerosol can? Or that Kellogg's trademarked "crunch" is crafted in sound laboratories? The distinctive click of a Nescafé jar and the aroma of its freeze-dried coffee crystals have also been meticulously developed. Many adolescents identify Abercrombie & Fitch jeans not by their appearance but by their scent. In this insightful exploration of how our senses influence purchasing decisions, global branding expert Martin Lindstrom reveals how successful companies integrate touch, taste, smell, sight, and sound in surprising ways. Partnering with the renowned research institution Millward Brown, Lindstrom's innovative global study shows how we are often unaware of our sensory influences. After engaging with this material, readers will perceive everyday items—from running shoes to car doors—differently. With over twenty years of experience in consumer behavior, Lindstrom has significantly impacted global marketing. Grounded in scientific research, this work uncovers the secrets behind beloved brands and illustrates how consumers are unwittingly drawn in by sensory experiences.