Branding is an area so often totally misunderstood as having something to do with a [tag]logo[/tag]. But, in reality it is one that has a major impact on the long-term success of all companies, a fact that is now being recognised to the extent of seeing it increasingly creeping into company profit and loss statements.

One new book, Brand Sense : Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound, takes a unique approach to one of most important business issues today: branding.

Based on more than 18 months of research covering a dozen countries, the book explains how the most effective companies build their brands around the five senses — touch, taste, smell, sight and sound — with startling and measurable results.

Drawing on examples of both product creation and retail experience, he details how to establish a marketing approach that appeals to all the senses, not just the usual sight and sound.

This book is a must-read for anyone needing to get to grips with a major business issue, offering great practical advice in a very accessible style.