That is the title of the next monthly session of the Brand Cafe in Denver. Last Monday we engaged in a dialogue about how to measure return on brand investment, and I look forward to a discussion about another emerging trend on July 27. As I have mentioned before, multi-sensory branding came onto my radar screen when I attended a symposium in Berlin led by international brand guru, Martin Lindstrom.

During that conference I learned that approximately 80 percent of marketing is focused on what we see and hear. 20 percent of marketing is devoted to the other senses, what we touch, taste and smell. Ironically, our sense of sight and sound are the least memorable. So why don't we as marketers, our organizations, our clients and our client's clients devote our resources to what people can remember?

At the next Brand Cafe we will exchange experiences and ideas about how to focus marketing efforts on what people can smell, taste and touch. Do you build your brand by incorporating all five senses with your marketing efforts, especially the sense of smell, taste and touch? Are your brand building efforts just like your competitors, devoting your resources to what we see and hear? In other words, do you spend your resources on what people don't remember? Can you recruit and retain brand champions if your brand smells?