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5! Senses Global Research Study
The Largest Brand Research Study Conducted On The Five Senses

Millward Brown research powers the revolutionary new book BRAND sense

In 2003, international branding expert Martin Lindstrom came to Millward Brown with an unusual request, "Help me prove that the sensory experience of brands plays a key role in creating brand loyalty." Millward Brown's Nigel Hollis, Global Director, Strategic Planning, spearheaded the 5! Senses research project, leading a team of 600 Millward Brown researchers. The objective of the research conducted was to create an inventory of the sensory impressions for a number of different brands, highlighting how strongly the impressions came to mind, whether they were positive or negative, distinctive or not, what emotions they evoked, and how they affected existing users' loyalty to the brand.

Understanding the role of the five senses in branding and establishing a marketing strategy that appeals to multiple senses is vital to the future of brand building. It is estimated that 40 percent of the world's Fortune 500 brands will include a sensory branding strategy in their marketing plan by the end of 2005.

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About the Book

Lindstrom's new book explores the effects of leveraging all five of the senses — touch, taste, smell, sight and sound — when building brands.

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