Broad sensory branding

Purpose The purpose of this research paper is to reveal data that have emerged from an extensive study into the relationship between the five senses and brands. Design/methodology/approach Research was conducted by the global market research agency, Millward Brown. A team of 60 researchers undertook a quantitative and qualitative study in 13 countries over an 18‐month period. The study set out to determine the role senses play in how one selects brands. Findings Results revealed that 99 percent of all brand communication currently focuses on only two of the senses – sight and sound. Emotional connections are effectively made with a synergy of all five senses, and as such those brands that are communicating from a multi‐sensory brand platform have the greatest likelihood of forming emotional connections between consumers and their product. Originality/value The paper uses case studies from global brands to illustrate the effectiveness of messages that incorporate as many senses as possible.