Book Review: Brand Sense

Brand Sense: Sensory Secrets Behind the Stuff We Buy
Martin Lindstrom
Free Press (2005)

Here are Lindstrom’s “Ten Rules” for creating a sensory brand:

1. Create a sense of belonging (e.g. LEGO clubs)
2. Have a clear vision (e.g. Steve Jobs and Apple))
3. Mobilize against enemies (e.g. Ben & Jerry’s ice cream)
4. Generate evangelism (e.g. Manchester United)
5. Create a sense of grandeur (e.g. Bellagio Hotel)
6. Tell an endearing story (e.g. Sony’s EverQuest game)
7. Generate sensory appeal (e.g. Harley-Davidson)
8. Celebrate rituals (e.g. Olympics)
9. Establish/sustain a meaningful symbol (e.g. Christian fish)
10. Create a sense of mystery (e.g. Coca-Cola formula)

Having been centrally involved in marketing for several decades, I have also become convinced of the importance of answering three questions. The first two can easily be answered: “Who are you?” and “What do you do?” Whether or not a brand succeeds is almost entirely determined by the answer to the third question: “Why should I care?”

I wholly agree with Landstrom that multi-sensory branding has the greatest impact. The “Ten Rules” suggest HOW to create that impact. One of the most important strategies is to make people feel that they are a valued member of a special community, of what Seth Godin characterizes as a “tribe.” However, that said, it is also important to celebrate individuality by making each brand experience intensely personal. (Note the frequent use of the possessive “My” in commercials and advertisements.) People appreciate feeling included but also hope that their participation will nourish their sense of individuality, of self-worth. They are loyal to brands that help them achieve both objectives.

In addition to revealing “the sensory secrets behind the stuff we buy,” Lindstrom also provides a brilliant explanation of the potential role of all five senses when consumers make purchase decisions; he also shares an abundance of research that quantifies the influence of the five senses. However different they may be in most other respects, the most valuable brands take advantage if all available sensory touch points; establish and then sustain a string connection across each of the touch points; reflect an “innovative sensory mind-set” that set them apart from their competitors; enable consumers to associate sensory signals with the brand, convinced that the signals are authentic; and ensure that the signals are distinct and integrated throughout the consumer’s experience.

Credit Martin Lindstrom for formulating what amounts to an operations manual and tool kit for those in need of a cohesive, comprehensive, and cost-effective game plan by which to create or enhance a multi-sensory brand.

Martin Lindstrom on sensory branding

In Brand Sense: Sensory Secrets Behind the Stuff We Buy, Martin Lindstrom notes that “the effects of sensory branding are astounding. Yes, it’s possible to create a truly spectacular commercial or an advertising jingle you can’t get out of your head, but their efficacy is doubled when the two elements are combined. Want to triple, even quadruple, this same effect? Include any and all of the other senses.

“This total sensory symphony creates a domino effect. In the way that impressions are stored in the brain, if you trigger one sense it will lead to another, then another…at which point an entire vista of memories will instantaneously unfold. Succeeding with two elements is only half a story: creating a synergy across the senses is, or should be, the goal of every brand on earth.”

“So the idea of sensory branding sounds good in theory? Well, practical steps need to be taken in order to transform a brand into a multi-sensory experience. The creation of a sensory brand is nothing if not a complex process.”

Here are Lindstrom’s “Ten Rules” for creating a sensory brand:

1. Create a sense of belonging (e.g. LEGO clubs)
2. Have a clear vision (e.g. Steve Jobs and Apple)
3. Mobilize against enemies (e.g. Ben & Jerry’s ice cream)
4. Generate evangelism (e.g. Manchester United)
5. Create a sense of grandeur (e.g. Bellagio Hotel)
6. Tell an endearing story (e.g. Sony’s EverQuest game)
7. Generate sensory appeal (e.g. Harley-Davidson)
8. Celebrate rituals (e.g. Olympics)
9. Establish and sustain a meaningful symbol (e.g. Christian fish)
10. Create a sense of mystery (e.g. Coca-Cola formula)

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Martin Lindstrom is a best-selling author of four books and recognized by the Chartered Institute of Marketing as one of the world’s primary branding experts. He is a former BBDO executive, COO of British Telecom/LookSmart, and founder and CEO of BBDO Interactive Europe and Asia Pacific. Lindstrom is a global adviser to several Fortune 100 brands including The Walt Disney Company, McDonald’s Corporation, PepsiCo, Nokia, American Express, Mercedes-Benz, Reuters, Nestle and Microsoft Corporation. His most recent book is Buyology: Truth and Lies About Why We Buy.