Martin Lindstrom’s Brand Sense: Build Powerful Brands Through Touch, Taste, Smell, Sight And Sound provides an unusual treatise based on Millward Brown’s study linking branding and sensory awareness. ‘Sensory branding’ is a relatively new concept: Brand Sense takes the next step from study results to outline a six-step program for bringing brand building into modern times. Examples cover products and retail marketing alike, demonstrating the basics of establishing an appealing marketing approach based on more than sight and sound alone. Interesting examples include: Did you know the new car smell we are all so fond of is actually a scent that is added at the factory when a new car is rolling off the assembly line? Or that the crispy sound of corn flakes came as a result of focus groups giving feedback. This book is a great read and provides some very interesting insights into marketing.