# In an op-ed, Professor Michelle Greenwald explains the importance of multi-sensory innovation for brands

1 Faculty News February 17, 2016 ![Forbes logo](/sites/default/files/styles/246w/public/assets/images/con_030508.jpg?itok=SId6k3bx)>

Excerpt from [Forbes](http://www.forbes.com/sites/michellegreenwald/2016/02/17/multi-sensory-innovation-why-it-matters-is-growing-and-9-ways-to-excel-2/#427d56ba27c4) -- "Many food, beverage, health and beauty aide, retail, furniture and hotel brands have come to the realization that smell, taste, sound, feel, texture, visual image and packaging all combine in the brain to create indelible impressions and enhance experiences. Optimizing them can lead to a 'wow' reaction and make the product, service, hotel or store memorable, buzz-worthy and stand out at the point of purchase."

[Read more](http://www.forbes.com/sites/michellegreenwald/2016/02/17/multi-sensory-innovation-why-it-matters-is-growing-and-9-ways-to-excel-2/#427d56ba27c4)