" As you might imagine, our brains are adept at filtering out irrelevant information. Emotion gets out attention through our senses-which then influence out decision-making processes. Brands that create an emotional connection to consumers are much stronger than those that don't- it's as simple (and complicated) as that. "

― Martin Lindstrom , Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound