The author, who currently lives in Singapore, is well-known as a brand expert and educator. He has produced a fascinating book which draws on his background in psychology and research but remains entertaining and interesting. Gains says that the secret to building a brand is to understand the impact of the senses, symbols and stories on each customer. While archetypes have been covered before by Gains and other writers covering marketing and branding fields, the section on the senses – olfactory, auditory and vision – have perhaps had less exposure before. In another section on symbols and signs, Gains uses examples from modern cinema and Chinese history to explain how these have deep meanings. How the brain processes this sensory information will have an impact on the appeal of a brand. ‘Brand esSense’ is a book we highly recommended.