The nuance of an image, the delight of an unfamiliar taste, the memory of a familiar sound, the gentle caress of a soft fabric, the associations of an ancient smell – Sensory experiences are immediate, powerful, and capable of changing our lives profoundly, but they are not used to their full extent in branding initiatives at the store level, in product development, packaging, design, and advertising.

Emotional Branding by Marc Gobé