Successful marketing has become more and more difficult in today’s fast-moving and irritant-afloat consumption world. Many new products fail and the fewest advertising campaigns leave remaining impression with the consumer. How must procure advertisement and marketing be today to bind the consumers to a brand?
The internationally renowned marketing expert Martin Lindstrom knows the answer. The human has five senses: see, hear, taste, smell, feel. Nevertheless, most brands appeal only to one or maximum two senses: the seeing and/or the hearing. They throwaway big chances because the more senses of the consumer are mentioned, the bigger the probability is that he buys a product and remains faithful to the brand.
Based on a broad empirical study Lindstrom shows in his book „brand sense“ sensorily and uniquely that the brand customer relationship must turn into a true „love-affair”.
He describes how brands manage by addressing all senses to make the customers real supporters who develop a similar admiration for the brand just like sports fans for their team. The book tells how one brand unmistakably, emotionally occupies and therefore can get successful.