If the key to building a great brand is a great customer experience, then we need to understand what lies behind that experience and how this affects both our conscious and nonconscious brain. Experience is based on the sensory signals we receive around a product, its packaging and the communications. We therefore need to take a holistic approach to product experience.
If major brands diverted just 5% of their above-the-line spend into getting the basic sensory experience right, they would find themselves in the top ten of the Brand Promise index.
CEO, Brand Sense agency