Business Intelligence

The Sense(s) And Sensibilities Of Marketing

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Executive Summary

The modern consumer faces a marketplace jammed with hundreds of thousands of products. Companies bombard the buyer from every angle in an effort to stand out, capture market share, and establish brand loyalty. Efforts range from the traditional to the viral to the outrageous. But what do people even remember? What do they respond to? "A sensory signature," says the author. Appealing to the consumer's multiple senses, including touch, taste, smell, sight, and sound, can help establish a deep sense of brand loyalty that resonates long after the marketing message has been sent.

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