How to use the senses for a better brand experience

Mike Flynn, principal of Flynn Consulting, explains how the brain processes sensory stimuli, and why this is important to marketers.

How to Use the Senses for a Better Brand Experience

Mike FlynnFlynn Consulting

At a family gathering not long ago, my sister, who teaches literature to 15 year olds, told us about a classroom incident. In retrospect, I believe her tale has implications for how we think about brands. The story she told us was about a time when she was pointing out to her class a passage in a novel that was particularly vivid in its visual description of a scene. And she said to her class, 'Can't you just smell that?' The response from her class was...

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