Do You Have Brand Sense? Test Yourself and Your Branding IQ

Does your brand evoke all the senses of the customers or client? It should says Martin Lindstrom in his 2005 book. A book you certainly ought to read if you are CBO Chief Brand Officer or even if you own your own small company. You see, with all the barrage of marketing impressions in the major media from TV, radio, and newspapers, many consumers have become oblivious and simply tune it all out. If you get lost in the marketing smog, you lose.

Of course, it does not have to be that way, in fact, I recommend that you read Martin’s book:

“Brand Sense – Build Powerful Brands Through Touch, Taste, Smell, Sight and Sound” by Mr. Martin Lindstrom; New York, NY – Simon & Schuster -2005.

In this book you will learn the secrets behind major brands and how they leverage their own version of Snap, Crackle, Pop or sell their Sizzle, like Sizzler. You’ll be introduced into the strategy behind brand sounds like that of Microsoft when you start-up or turn off your computer. Also, you see the value in rituals like the “Carrying of the Torch” for the Olympic Games.

Indeed, there is a section on religion and why the Catholic Church uses incents, wafers, pipe organs, symbols, rituals and touching to promote their brand loyalty. There is also a discussion on video games and embedded branding symbols. This is a great book that explores some of Advertising Age’s and Ad Weeks top picks for successful brands.

Why not test your own brand against some of these concepts, perhaps even pick up a copy of Martin’s book and see if you are up to speed! Think on this.