Martin Lindstrom

I have just read the revised and updated edition of Martin Lindstrom’s Brand Sense: Sensory Secrets Behind the Stuff We Buy, first published by Free Press in 2005. He has since published Buyology: Truth and Lies About Why We Buy. Of specials interest to me is what he has to say about the power of “sensory branding,” based on the revelations of the first worldwide research project ever carried out, concluded in 2005 just before Brand Sense was published.

According to Lindstrom, “a brand has to transform itself into a sensory experience that goes far beyond what we see. I also realized that more than anyone [else] on the planet, children seem to bond most profoundly with brands that are truly sensory – that involve, sound touch, smell, feel…For any brand, ad, or entreaty to work (and remain memorable), it has ti make its way somehow into the overstuffed workspace that is the human brain. As yiu might imagine, our brains are adept at filtering out relevant informatiob. Emotion gets our attention through our senses – which then I nfluence ouyr decision-making processes. Brands that create an emotional connect to consumers are much stronger than those that don’t – it’s as simple (and complicated) as that.

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Martin Lindstrom was recognized by Time magazine as one of “The World’s 100 Most Influential People” of 2009 and all of his five books have been on-going bestsellers throughout the world.

You are invited to check out the resources at these Web sites:

http://www.martinlindstrom.com/

http://www.brandsense.com/

http://www.buyologyinc.com/