This chapter details the quest to discover what is necessary to form the strongest attachment between a consumer and a brand. What components constitute a magnetic connection, and at what point does a brand fail. How does devotion turn into disillusion?

An extensive study was undertaken by leading research institute, Millward Brown. Across 13 countries, 600 researchers asked all kinds of questions of people who have particular affinities for various brands. The findings of this global study form the foundation of BRAND sense, and the theory is a direct result of an this research project which investigated the role each of our five senses would play in creating the ultimate bond between the consumer and the brand.

Based on the findings of this study, Lindstrom concluded that if advertising and branding wish to survive well into the twenty-first century it will need to change track. More communication in an already overcrowded world simply won't do it. A new vision with an emotional base is required. The traditional advertising/branding paradigm is based on messages that appeal almost exclusively to sight and sound. In order to survive into the future, brands will have to become a sensory experience in order to transcend the traditional paradigm. Religion provides the best and most important role model for such a transition.

Chapter 1 charts the evolution branding, from the USP (Unique Selling Proposition) through the Emotional (ESP), Organization (OSP), Brand (BSP) and Me Selling Propositions (MSP), leading up to the thoroughly contemporary Holistic Selling Proposition (HSP). HSP brands will be those with a firm anchor in tradition, that can take on religious characteristics and leverage the concept of sensory branding as a holistic way of spreading the news.

If you want to understand the dynamics of sensory brand building this chapter summarizes every element of it. It takes you through fascinating statistics from the BRAND sense study and present aspects of branding you most never have noticed before now.

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Learn more about the BRAND sense Symposium - the world's biggest branding conference - exploring the world of sensory branding. Or click here to learn more about Lindstrom's latest BRAND sense DVD program on sensory branding taking you through the steps required to implement 5D branding in your organization.