International business legend Martin Lindstrom reveals what the world's most successful branding companies do differently - integrating touch, taste, smell, sight, and sound - with startling and measurable results. Based on the largest study ever conducted on how our five senses affect the creation of brands, Brand Sense explains Martin Lindstrom's innovative six-step program for bringing brand building into the twenty-first century. Drawing on countless examples of both product creation and retail experience, Lindstrom shows how to establish a marketing approach that appeals to all the senses, not simply the conventional reliance on sight and sound. Research shows that a full 75 percent of our emotions are in fact generated by what we smell, and the author explains how to capitalize on that insight. Included are innovative tools for evaluating a brand's place on the sensory scale, analyzing its future sensory potential, and enhancing its appeal to reach the broadest base of consumers. Lindstrom lists the top twenty brands for the future based on their sensory awareness. Martin Lindstrom is one of the world's top entrepreneurial visionaries, who has changed the face of global marketing with twenty years of hands-on experience as an advertising CEO and adviser to Fortune 500 companies. Firmly steeped in scientific evidence and featuring sensory secrets of the most successful brand names, this book reveals how to transform marketing strategies into positive business results that no brand builder can afford to ignore.