Follow your nose to marketing evolution; With traditional advertising going the way of the dinosaurs, sensory branding is the future.(Viewpoint)

Advertising Age, May, 2005 by Lindstrom, Martin

Byline: Martin Lindstrom

Advertising ain't what it used to be. Despite the fact that we're using more and more marketing resources, the returns on ad dollars are ever diminishing.

According to the Newspaper Advertising Bureau, in 1965, 34% of consumers in the U.S. could name the brand of a commercial aired during a show. Thirty years later only 8% can do so. By 2007 it's predicted 20% of consumers will be eliminating ads from their TV screens with devices like TiVo. It's time to rethink the entire process. Snappier graphics, faster editing, more-convincing testimonials or bigger and better discounts will no longer do it. Something new is required.

The answer came to me on a Tokyo street in the spring of 1999. A lady brushed by me and her...

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