Why green tastes like lemon ice cream: Jack Morton Worldwide on sensory branding

This event report considers how marketers are neglecting opportunities to engage all of consumers' senses and suggests four practical ways they can make their brands more distinctive.

Why green tastes like lemon ice cream: Jack Morton Worldwide on sensory branding

Joseph CliftWarc

"You can't build brand experiences without engaging the senses."

So said Lewis Robbins, senior associate strategist at brand experience agency Jack Morton Worldwide, in a presentation at the 2015 Cannes Lions International Festival of Creativity.

He argued that the industry as a whole needs to pay more attention to "sensory branding" as a way of reaching people – and suggested four practical ways brands can achieve this aim.

"Just by the virtue of being human beings, we are all experts on the senses," Robbins...

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