We think using all your senses to there fullest will only enhance your strategic and creative work. Here's one way to get started.

• Make a grid on the board with seven columns. In the first column make a list of big brands such as Aflac, Apple, Birkenstock, BMW, Chevrolet, Coke, Dell, ESPN, FedEx, GQ, Kashi, Marlboro, Motorola, NBC, Nicorette, Nokia, Starbucks, State Farm, UPS, Wii...
• Across the top row, above the next five columns list one of the five senses. In each of the next five columns note how one might experience each brand based on the five senses. How does Brand X look, feel, taste, sound, and smell? Leave the final column blank.
• Now, discuss each brand and list how consumers might experience the brand with each of their senses.
• After completing the entire brand list, return to the first brand, review the sensory aspects. Consider what already exists for them to experience and where there are sensorial opportunities? In the last column list nontraditional options inspired by the sensory list.
• Continue down the list and see how the senses can lead you to see options you might never have thought of before.