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Multisensory Brand Exhibiting
 

Multisensory Brand Exhibiting

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Engage the five senses to create expectations in delivering your brand promise.

Engage the five senses to create expectations in delivering your brand promise.

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    Multisensory Brand Exhibiting Multisensory Brand Exhibiting Presentation Transcript

    • how do you want to be remembered?E X H I B I T I N G
    • how do you want to be remembered?Benjamin FranklinTell me and I forget.Teach me and I remember.Involve me and I learn.
    • Recognition and Perception are the two playersthat brands employ to impress its audience.Recognition and perception, can only be perceived through one of five senses.All knowledge, is taken in through the eyes, ears, nose, mouth and nervoussystem. That information is stored differently in the mind: some of it issent straight to long-term memory, while other units of informationattach themselves to nodes along pathways of constructed associations–leading to other memories, emotions, feelings, etc.Everything consumers know about your brandbegins with recognition and perception throughthe five senses.Like atoms in physics or molecules in chemistry,the five senses represent the most basic units in thescience and art of branding.
    • Our senses provide the context by which we formopinions and personal connections. They createexpectations that we hope will be fulfilled.A brand’s promise works in a similar way to the expectations created through the senses.
    • Sight is one of the most easily deceived senses.I could make a coin disappear and your eyes wouldbelieve it gone, even if it were merely up my sleeve.Megan Chance, The Spiritualist
    • sight is the most relied uponsense to drive first impression!80% of visual information is related to color: Color conveys information.Color increases brand recognition by up to 80 percent.Color increases comprehension by 73 percent.Color can be up to 85 percent of the reason peopledecide to buy.Color Marketing GroupTHE profit of COLOR
    • “If you put a special color on a product, with ahigher price point, it becomes a class signifier.”Leslie Harraington, Color ConsultantLeatrice Eiseman, CMG, internationalcolor authority and CMG Senior ChairholderLeatherman Tools saw a market share increase basedon my color recommendations. I created the vibrant andunexpected colors for their “Juice” line—a far cry fromsimple stainless - and they are attention-riveting at thepoint of purchase. Very importantly, the colors willremain current for several years.
    • 2,500 vehicles sold in just over a monthwhen Beetles was offered in reflex yellowand vapor blue at a premium price,limited edition only.
    • Humans can only process a limited number of stimuli at one time.Color plays a critical role in drawingthe eye and attracting our attention.
    • The iconic CK One bottle {2011 Edition} is painted in intensive blue, red and yellow shades.It conveys cool, clean, dependable: yet energetic,ambitious, passionate and sensual.
    • Red tends to raise blood pressure, pulse rate and excite brain wavesproactive, powerful, passionate, dangerous
    • Across cultures, red has the most powerful effect on human emotionsCoke has capitalized on it!
    • happy, energetic, confident,seat of inner creativityOrange
    • warm,ambitious,energetic,innovative
    • Purplefantasy, mysticism, imagination
    • Pinkfun, intelligent, playful, agilemagenta
    • stable,reliable,traditionalBrown
    • “Major clients tended to agree to any color ... as long as it was blue.”dependable, loyal, cold, clean, leader“The Power of the Palette”, Joan Voight
    • Greennatural,fertile,conservativewealthy
    • Pure, innocent, clean WHITE contradictsauthoritative, strong, powerful BLACKto enhance individualistic style
    • Color fondness and color relationship vary by region and cultureIn China and Japan gray is associated with inexpensive products whilegray suggest quality in United States. In Great Britain purple is associ-ated with royalty, in Mexico and in some parts of India,purple is the color of death and mourning.Color is interpreted differently than color hues.Lighter-value blues is considered calming acrossmost cultures but responses to othershades varies. Dark green is a“high-calm” color in U.S., GreatBritain, and Korea; mediumgreen in Italy and Germany andbrown in Japan.
    • Color is often the one thing that will pull peoplein a particular direction. They will choose itsimply because the color speaks to them.Leatrice Eiseman
    • “Color gives the message of what the product is all about.”how do you want to be remembered?
    • In the 1970s,IBM launched asilent typewriter.BAD IDEA.IBM added electronicsounds to replace thenatural noise it hadworkedto eliminate.
    • When the clank of the falling coins were replaced by the silentcashless slot machines revenue dropped dramatically and theoriginal slot machines were quickly re-nstalled !Removing a familiar product noise can backfire!
    • sound has the power to createemotional connections andtrigger powerful memories.Sound marketing has much to do with the absence of noise as its presenceTHE ideal SOUNDIn the 1990s Daimler Chrysler created a10-engineer department whose sole taskwas to create the ideal sound for theopening and closing of the car door.
    • Quiet woosh of steaming milk, bean grinders andclicking dishes create the “Sound of Starbucks”
    • Heavy bass, loud and upbeat, eliminating gapsbetween tracks, creates a youthfulnight club-like atmosphere.Music congruent with the brand identity!
    • Classical music captures a sense of upscale aura forthis glamarous timeless brand.
    • Masterminded in sound labs, the crunch ofKellog’s cornflakes address our 4 sensesof taste, touch, sight and sound!
    • Our senses inform and influenceour entertainment and buying experiences.Study shows that brand sound has profound impact on perceived quality ofbrand image. It is stronger in female than in male as well as in subjects withhigher emotional purchase attitude. Some perennial sound trademarks include theroar of the waking lion (MGM) the giggle of the dough boy [Pillsbury] and thestart-up sound for Windows.“Sound is an effective brand cue.”It can evoke a sense of quality, increase consumerrelevance, boost recall and impact purchase intent.
    • Smell is 10,000 times as sensitive as taste, with 400,000 identifiable odors.
    • smell is the most visceral of the senes.it alters perception, evoke memoriesand stir emotions.75% of our emotions are generated by what we smellTHE technology OF SMELLCompanies are investigating to bring scents to the worlds of computing,communications and entertainment by digitizing smells. A device the sizeof a computer speaker will produce odors on demand, in response to user’sactions. This device could be used for everything from gaming to brandedsmells on web sites, allowing individuals to create their own odors andregister them in a database of smells.
    • Memory for odor ismarkedly resistant to time,easily accessed andtends to be characterizedby a high degree of emotion,clarity and vividness.http://www.saturdayeveningpost.com/2013/01/02/in-the-magazine/health-in-the-magazine/placebo-power.html/attachment/bulb-brain2
    • A Natural History of the Senses by Diane AckermanGazillions of years ago, when primitive ancestors of man were livingin the ocean, scent was used to detect an enemy or find a mate. Thesense ultimately became so powerful that a heap of tissue on top of thenerve cord evolved into the brain.“Smell is a secret language,a coded vernacular whispering subtle cues”“We think because we smelled.”
    • Sense Language for SmellADVENTURESalty AirSawdustMudFuelMintSpice
    • Sense Language for SmellTRADITIIONWoodLeatherCedarTeaWoolRose
    • Sense Language for SmellNURTURINGVanillaBaby PowderApplesCinnamonLavendarCotton
    • SOPHISTICATEDWinePerfumeCigar SmokeOakScotchMuskSense Language for Smell
    • Culture and individual experience plays a role in scent associationsCypress oil, Fermented Soya bean and Dried Fish Flakes, indigenous to Japanwere disliked by the Germans. Church incense, Blue Cheese andSausage of German origin were displeasingscents to the Japanese.
    • In a 2006 study conducted by Dr. Eric Spangenberg ofWashington State University, he found that specific scents,selected for their appeal to men or women, couldnearly double sales.environmentalSCENTINGUse smell to create a distinct brand experienceScents containing vanilla were dispersed in the women’s departmentand an aroma called rose maroc was diffused in the men’s section ofthe store. Both sexes browsed for longer periods and spent more moneywhen in the presence of these specifically gender-targeted scents.
    • Sony infuses its stores with notes of mandarin origin, vanilla and cedar. The companystudied 1,500 aromatic oils and chose this combination for its appeal to women­—ostensiblyto entice women into purchasing more items.
    • light notes of bergamot with soft floral jasminewww.beautynewsnyc.com/fragrance/environmental-scenting/
    • Bloomindale’s uses different essences in different departments:baby powder in the baby section, suntan lotion near thebathing suits, lilacs in lingerie and cinnamon and pinescents during the holidays.
    • Located in the basement of Hard Rock Hotel,Orlando, an ice cream shop pumped the smell ofwaffles cones to lure patrons:Result: sales increased by 45%
    • Promote a ProductThe Teenage Dream album contained a scratch’n’sniff inlay that gave off a cotton candyscent. The imagery was centered around the theme of candy and cupcakes. “The theme forthe tour was the world of Candyfornia that Katy created...” Cotton candy that lights up onglow sticks, scented programmes, a magical candy store–a spirit of complete immersion intothe world of Katy Perry.productSCENTING
    • Strawberry Shortcake,part of a line of scenteddolls, now prefers freshfruit to gumdrops, andspends her time chattingon a cellphoneinstead of brushing hercalico cat, Custard.
    • “Scent marketing ... targets the part of the brain responsible for memories.”Scented inks, Scent Strips, Rub’nSmell Technology are some of the various ways marketersare leveraging scent in magazine advertising and direct mail.advertisingSCENTING
    • integrate three scenting to achieve marketing memorability
    • The currency for ediblebrands but a challenge formulti-sensory brandingprograms for other products.
    • In 2007 Welch’sTMlaunched an ad in PeopleSMmagazinethat included a one-time use, peel-off taste sampleusing dissolving flavor strips. The ad had thehighest brand recall of all ads in the issue andgenerated viral buzz.The people who tried the flavorstrips, 59 percent said they weremore likely to purchase Welch’sGrape Juice after interactingwith the ad.
    • Eat the RoadHow do you demonstrate road-eating acceleration power of Volkswagen Golf R?Seriously, eat it. Ingredients: Glutinous rice flour, water, salt, propylene glycol FD&C colour, glycerine.
    • Royal Mail sent out 6,000 personalized letters made of chocolateThe direct mail piece explained theprinciple behind engaging the senses,which creates an emotive con­nectionwith customers.Result: Very Sweet!The ROI payed off handsomely.
    • Fashion lounges to explore taste branding
    • We humanshave more tactilereceptors in our littlefingers than we do onour entire back. Whenwe encounter a pleasanttouch the brain releasesa hormone calledoxytocine
    • tangible materials leave adeeper footprint in the brain“touch marks”The International Trade Mark Associationregister “touch marks” for form and feel. WholeSale Wine and Spirits has a touch mark onthe velvety texture used to cover wine bottles.Likewise, AppleTMhas a touchmark on the3-dimensional design of the iPodTMTouch experience includes material, surface temperature, weight and form
    • The ability to touch a product increases our confidence in it’s quality
    • Britain’s ASDA grocery chain took the wrappersoff several brands of toilet paper, invitingconsumers to feel for themselves thedifference in quality.Result: Increased sales for its own store brand product
    • The name,the prism pack arethe chocolate peaks,internationally recognized.
    • The outer form echoes the shape of the bottleA compelling way to break through the clutter
    • The internal blue optic hints at the soul of the brandThis is surely the ultimate prestige spirit packaging and branding project...The result demonstrates and communicates the underlying sense of the soul ofthe brand using intriguing visual effects to impart the prestige proposition.
    • Heavy, Solid , Distinctive = QualityBang & OlufsenTM emphasizes craftsmanship and robustness in itsproduct design. “Heavy, solid and quite distinct” is the hallmark of thebrand. Bang & Olufsen focus groups have demonstrate that customersequate some measure of heft with quality.
    • Optimize the feel of your product to deliver a brand messageCoors Light cans and bottles are printed with a thermochromic ink called a leucodye. The dye is a coloring agent which can acquire two different forms: a colorlessform and a colored form.At warm temperatures, the thermochromic ink is colorless, and at cold temperatures, thethermochromic ink is (in this case) blue. Put your beer in the fridge, when the inkcools below the color changing temperature, “the Rockies turn blue,” and your beer isready to drink.
    • Make products accessible in a way that inspires consumers to touch and feel
    • Strong themes create multiple places within a place...The more sensory an experience,The more memorable it will be.Joseph PineJames GilmoreTHE EXPERIENCE ECONOMYhow do you want to be remembered?ef
    • Nissan display features its own special scents and sounds, carefullychoreographed to create a complete multi-sensory brandexperience for the visitorshow do you want to be remembered?ef
    • Not PowerPoint presentations and folding chairs.Nestle brand and nutrition information is introduced via live presentationsaround the dinner table
    • Staffers dressed as butlers served pizza, whole wheat pasta and more for lunch.
    • The booth layout was innovative, non-traditionaland unique, and it gave attendees an emotionalexperience in addition to an educational one.
    • The Source: It’s inYour HandsSwitzerland Expo 2012 crafted an experience that integrated sound,sight and touch to reinforce its water-conserving theme.Switzerland Expo 2012 crafted an experience that integrated sound,sight and touch to reinforce its water-conserving theme.
    • 15,500 liters of waterare needed to produce1KG of beef meetInstead of hurling statistics at the visitorslike snowballs, they were engagedphysically as well as mentally. If theystood atop any one of the 15 circularorbs on the tunnel floor and cuppedtheir hands a projection appearedbetween their joined palms reflectingthe message on the nearby wall.
    • Dominated by flying dragon andmenacing mutants, visitorsviewed game trailers on LCDmonitors, listened to presentationsby the games’ creators andparticipated in demos of thedigital diversions.A Feast for the Senses
    • When guests think of The Bellagio they arereminded of the ceiling and fountains but thesignature scent is what triggers positiveassociations of their stay.
    • efAt a Meeting Professionals International Show, the Double Tree Hotel puta bed in their booth, while the staffers dressed in pajamas and fuzzyslippers. Their legendary cookie chips were given assamples in little bags that said,“Have SweetDreams at the Double Tree.”A sensational journey, reminiscent oftheir hotels.
    • how do you want to be remembered?efHave Sweet Dreams at the Double Tree.
    • Our senses inform our understanding of our surroundings.From the sight of a setting sun, to the feeling of sand between our toes, or thesound of waves crashing against rocks — our senses tell us where we are.Engage the five senses to createexpectations in delivering yourbrand promise.
    • Sources:http://www.scentair.comMedina, John. Brain Rules 12 Principles for Surviving and Thriving at Work, Home, and School.Lindstrom, Martin. BRAND sense Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound.Hulten, Bertil, Niklas Broweur, and Marcus Van Dijk. Sensory Marketing.www.usatoday.com/money/industries/retail/Brick & Mortar Shopping in the 21st Century (Advertising and Consumer Psychology).Baird, Steve. “Touchy Trademarks.” Weblog post. Duets Blog. 26 Mar. 2009. 11 July 2009 <www.duetsblog.com>.Brumfield, C. Russell, James Goldney, and Stephanie Gunning. Whiff!C., Eva. Rev. of Thomas Pink stores. Yelp.Fetterman, Mindy, and Jayne O’Donnell. “Just browsing at the mall? That’s what you think.”Hoppough, Suzanne. “What’s that Smell?” Forbes. 2 Oct. 2006. Web. 11 July 2009. <www.Forbes.com>.Duncan, Leigh. “Scent Branding: Smell of Success?”Weiss, Tara. “Marketing Milk.” Forbes 1 Dec. 2006. 13 July 2009 <www.Forbes.com>.“Beyond Scratch ‘n’ Sniff: Edible Advertising?” <askthewhiffguys.com>.Dobrow, Larry. “Anatomy of The Consumer: Taste.”www.ccicolor.com/research.htmlKonigsberg, Eric. “Made in the Shade,” New YorkerPilaroscia, Jill. “Toward Global Colo”Voight, Joan. “The Power of the Palette”Lambert, Jill. “Color Schemers,” Canadian Business,Priluck Grossman, R. and Wisenblit, J.Z. (1999). “What we know about consumers’ color choices,”Journal of MarketingPractice: Applied Marketing Science, vol. 5. Citing Heath, 1997.Parmar, Arundhati. (2004). “Marketers ask: Hues on first?” Marketing News, Feb. 15, 2004.Why Color Matters. www.colormatters.com/market_whycolor.htmlMorton, Jill. “Quirks of the Color Quest,” www.colormatters.com/chatquest.htmlKonigsberg, Eric. “Made in the Shade,” New Yorker, Jan. 22, 2007. vol. 82No Author. VW Dubs Online Sales a Success,” Orlando Sentinel, July 27, 2000Harvest Consulting Group LLC, BrandSense™Branding Without a Brand, Martin Lindstrom, Clickz.comOlfactory Research Fund, “Benefits of Fragrances”Desmond Butler and Helen Gibson, “Attention All Shoppers,” Time MagazineDr. G. Neil Martin, “Smell: Can We Use it to Manipulate Behavior,”Cognition andBrain Science Research Center.The Media Equation, Byron Reeves and Clifford NassSuzanne Christiansen, “The Coming of Age of Aroma-Chology”Olfactory Research Fund, “Benefits of Fragrances”Olfactory Research Fund, “Living Well With Your Sense of Smell”Laird 1935; Engen & Ross, 1973; Hertz and Cupchik 19 92Exhibitor Magazine, January 2013, February 2013All content included in this presentation, such as text, graphics, logos, button icons, images,sounds, videos, digital downloads, data compilations, and software, are the exclusiveproperties of any companies referenced in this presentation and is protected byinternational copyright laws.
    • co-creator of brands in 3D spacesSarmistha Tarafderhow do you want to be remembered?ef