Lindstorm says that a brand should have a sensory signature - something unique, something smashable. Therefore, we can tailor the smell, sound, taste, touch and visuals of the brand to stand for that brand and represent it everywhere while maintaining consistency. What happens when such a multi-sensory brand has to be taken out into the international market? Different cultures have different tactile, olfactory and aural preferences - for example, what may sound like music to an American teenager might be utter cacophony to a teenager in India. How then do international brands maintain a consistent multi-sensory brand signature across the globe?
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