Brands... Senses... Welcome to the Brands sends DVD and this fascinating world of sensory branding. And this project has been under its way for almost two years. It's a fascinating journey about how to explore our five senses and build them into the way we're building brands. Now the reason why I'm taking you through this process is because advertising really doesn't work anymore. We can see from research studies around the world that never the advertising industry is spending 3.3% more every year in the increased budget to make sure people are listening to their messages. In return, the effect is decreasing with 3.6%. It is kind of fascinating to think about this. That in average a consumer by the 865 in the US have watched two million television commercials. How that decals watching television commercials. 8 hours every day for 7 days a week for 6 years. Kind of scary. But it might give you an idea about that we are accustomed to information overload and also an idea about that the way we are communicating today really doesn't work. We had to find another path. And that's what brands sense is all about. It's a study which we worked on for 18 months to get with the research institute Milo Brown and 600 researchers across 13 countries. It's the biggest of its kind and I hope you'll be just as amazed, fascinated and also a little bit provoked when I'm taking you through this amazing world of our senses.