Discussing the Book of the Month

March 2005 - Brand Sense

Brands are about seduction. Just as in personal relations, the best companies use all five sensual dimensions -- touch, taste, smell, sight, and sound -- to woo you. If they make a personal connection, it leads to impulsive acts of devotion such as getting a tattoo of your beloved. Brand Sense, then, is a rather alluring diary of how to establish that kind of love. At the core of the book are a host of savvy insights centering around Lindstrom's belief in branding as a ritual and, at times, even a religion. Lindstrom's ideas may not catch on, but like any good brand, they're sexy, smartly packaged, and sure to spark debate.

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Fast Take

Four quick lessons from Brand Sense:

1. Brand to the fifth dimension. A logo and a jingle only go so far. Rather than sticking to just sight and sound, employ all five senses to amplify your company's recognition in the market.
2. Good touch, bad touch. Take a look at every point of contact with your customers--from advertising to packaging. Your customers' real-world reactions to such things as how your packaging feels are the most telling signs of whether a branding effort is working or not.
3. Consistency breeds loyalty. Keep company fonts, uniforms, and logos consistent. Small updates are okay, but the central themes should be rock solid.
4. Combine and conquer. When done right, brand alliances have the power to extend reach and generate revenue. Look to cobranding champs such as IBM-Intel and McDonald's-Coca-Cola for tips.