Create a brand sense strategy.

Australasian Business Intelligence, July, 2005

Jul 07, 2005 (Professional Marketing - ABIX via COMTEX)

Australian marketers should not neglect "sensory marketing". This method of marketing involves touch, sound and smell to sell products. Martin Lindstrom, the author of "Brand Sense", told delegates at the Brand Sense Symposium, held recently in Sydney, that the most innovative brand in terms of marketing is Singapore Airlines. The company patented the smell of its hot towels in 1995.Marketing research shows that 80 per cent of all customers returning to Singapore Airlines recognise the smell.

Publication Date: June 2005

SINGAPORE AIRLINES LIMITED 

By Amanda Silins

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