The Future of Sensory Branding

May 15 2014 Published by Neil Gains under sensory branding

“Design is a funny word. Some people think design means how things look. But of course, if you dig deeper, it’s really how things work.”  – Steve Jobs

Steve Jobs was no fan of branding and marketing and is revered as a design hero. But the reality is that he was a supremely successful brand manager, because he was a great designer. In fact, I believe that branding is all about design, and no area of branding highlights this more than sensory branding.

Sensory branding is a relatively new concept, best known through Martin Lindstrom and his book Brand Sense. Although the discipline is so young, even in the last year concepts of cross-modal design and multi-sensory marketing have gained great traction, as the work of Charles Spence and others has shown. Read more »

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