"Sensory branding" was the catchphrase Thursday morning at the American Gem Society's (AGS) 2008 Conclave, a three-day event for AGS members being held in Seattle. In three separate presentations, branding expert Martin Lindstrom, a branding speaker, writer, consultant and author of Brand Sense, implored retail jewelers to create a brand by appealing to consumers' senses because, he said, appealing to people's senses is what moves their mindset from rational to emotional.

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