To a large extent marketers have operated in a two-dimensional world and only occasionally ventured into a broader universe where they leverage all five senses. Increasingly consumers are expressing a more multi-dimensional desire incorporating a complete sensory approach. 4-D games simulating games, which include sight, sound, touch and smell are a permanent fixture at theme parks and games halls the world over. In every major city of the world sweet aromas and heady scents waft out the doors of the many new shops specializing in scented soaps and candles, incense, fragrant potpourris and aromatic oils. Aromatherapy in all its guises designed to help create peaceful and relaxing environments.

Increasingly consumers are expressing a more multi-dimensional desire incorporating a complete sensory approach.

Of the sample surveyed in the BRAND sense study, 37 per cent listed sight as the most important sense when evaluating our environment. This was followed by 23 per cent listing smell. In contrast, touch ranked lowest on the scale. More generally, the statistics show a very small differential when it came to a sense-by-sense evaluation, leading us to conclude that all five senses are of utmost importance in any form of communication and life experience.

As we move away from the 2-D model, towards a more holistic 5-D approach we need a Sensagram to help calculate the dynamics of the interplay between the five senses. The Sensagram will give us a measure of how to measure a brand's performance beyond what we see and hear, and include what we smell, taste and touch. Theoretically a very strong brand will appeal to all five senses, whereas weaker brands will appeal to only one or two senses.

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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