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	Building brands is all about appealing to our five senses. If I say Coke, you can feel the fizzy trickle down your throat. Mention Starbucks and you can smell the coffee. AOL conjures up an image of a screen pop-up saying "You've got mail". And at the first sound of the world "Intel" the Intel Inside melody will swirl around in your brain. I can even ask you how a new car smells and you will be able to describe it, even though a truly new car doesn't have any smell at all. The smell you are likely to describe is artificial, and manufacturers routinely spray it into all new cars. The more senses you appeal to, the stronger the synergy you create between them. So the more senses you harness, the stronger the brand you're likely to build in the consumer's mind. And, the younger the age, the better the hearing, the stronger the senses of smell and the more acute the vision. So tweens constitute a perfect target for sensory-enhanced messages. The preference formed at this young age has the potential to last forever. It's about formulating a detailed strategy that aims to appeal to all the senses. Most people would probably think Pokemon started life as a card collection game. It didn't. Pokemon originally began as a video game. An it was on the electronic screens of the Nintendo Gameboys that tweens first met the 150 or so different Pokemon characters designed for Japanese kids. Over the past 10 years, marketing aimed at children and tweens had developed beyond the odd single product to well-organized networked campaigns known as network marketing. Seemingly unrelated product categories, which span gender, and age segments are linked together, the essence of the brand often being the only visible connection. As one tween remarked: "There's no such thing as a movie without a game - and there's no game without a movie. And if a movie preview doesn't list a Web site, it's death." In chapter 5 we look at how to build networked brands, how to handle the concept of licensing and how far it actually is possible to stretch your brand without failing. Click here to purchase BRANDchild online or click here to learn more about Martin Lindstrom or your complementary membership of DualBook. Articles for this Chapter The loss of creativity
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