When it comes to your brand appealing to all our senses, only around 84% of all communication in the commercial world appeals to only one of our senses - our vision.
This means that only 16% of communication actually stimultes our other senses.
So what? you may say, but think about this, 75% of our daily emotions are influenced by what we smell, there's a 65%chance of changing someones mood by a exposing them to a positive sound. As brand choices are made emotionally and not rationally then shouldn't we all be thinking of ways to introduce our brand to our customers other senses - touch, smell, sound and taste. Q: What does your brand taste like? Does it have a specific smell? Do your customers recognise your brand just by touch?
For entrepeneurs who love reading, use your eyes and purchase this if you have time:
http://www.waterstones.com/waterstonesweb/products/martin+lindstrom/brand+sense/7218876/
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