Brand Upon the Brain: Lindstrom’s “Brand Sense”


Some heady brand thinking by Andy Rutledge in this post over at Neuroscience Marketing, “Sensory Branding.” It’s a sort of synopsis of Martin Lindstrom‘s book Brand Sense which dives past the initial, base aesthetics of a branding treatment (i.e. “Hey, that looks real nice!”) and into an entire range of conscious and unconscious elements used to make a brand live on in everyone’s brains (i.e. “Hey, I’d recognize that anywhere!”). It’s a great read, even if it is a little unsettling once it gets into all the “use the sense of smell as often as you can” stuff. Here’s some:

Lindstrom’s basic point is simple – brands that appeal to multiple senses will be more successful than brands that focus only on one or two. These appeals can be part of the brand’s advertising, like using a distinctive color and logo in a consistent manner, or part of the product itself, like a phone ringtone or the fragrance of a soap product. He points to Singapore Airlines as the pinnacle of sensory branding. They not only employ the more common consistent visual themes one might expect from an airline, but incorporate the same scent, Stefan Floridian Waters, in the perfume worn by flight attendants, in their hot towels, and other elements of their service.</blockquote