Faced with new product failure rates around 80 per cent many of the world's largest brand marketers are realizing that it is their big, successful, established brands that represent their best opportunity for profitable growth. Compared to new products, established brands typically offer the advantages of an established customer base, less volatile revenues and good margins. Success, however, is never guaranteed. In order to ensure continued growth marketers must find new ways to differentiate their brands from competitors.

This chapter examines the results of sensory audits conducted for six different brands, ranging from colas to home entertainment systems and soap. The research highlights each brand's existing sensory profile and helps us examine how these and other brands tune their sensory profile to evoke emotions that best fit the brand's positioning.

The BRAND sense study was designed in such way that it made the respondent think about their own senses and which ones they are most sensitive to. The study reveals that sight does not have a significant relationship with experience across the brands, but wields influence through creating perceptions of leadership and clarity. Across all of the brands surveyed, sight tended to play a supporting role to the other senses. The research demonstrates that taste, touch and smell are intimately involved in creating a great brand experience and continued loyalty.

Even though there was relatively little difference in loyalty between brands like Coke and Pepsi drinkers, the Millward Brown research suggests that the senses do have a role in creating competitive advantage in the cola category. The same is the case for almost every other category.

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.