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Brand Experience & The Conversation Age

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The presentation looks closely at contemporary branding, how brands need to become fluent in the language of the five senses and how multi-sensory branding is becoming a new frontier for major brands …

The presentation looks closely at contemporary branding, how brands need to become fluent in the language of the five senses and how multi-sensory branding is becoming a new frontier for major brands with emotional leadership. It also includes a number of examples taken from the automotive sector.

Published in: Business, Health & Medicine

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  • 1. Branding & The Senses in the automotive industryBrand Experience in The Conversation Age Madrid, March 8, 2012 Pascal Beucler SVP & Chief Strategy Officer MSLGROUP Part of Publicis Groupe
  • 2. TODAY’s SCENARIO> TOO MUCH OF A CHOICE> EVERYTHING LOOKS ALIKE> QUALITY IS COMPARABLE> OPTIONS APPEAR THE SAME> “VIRTUAL BUYING” IS HIGH
  • 3. BRANDING PLAYS A KEY-ROLE WHEN IT COMES TO CHOOSING
  • 4. and BRANDING REALLY MAKES ADIFFERENCE, WHEN PRODUCTS TEND TO LOOK ALIKE!
  • 5. > BRANDING is GLOBAL > BRANDING BREAKS THE RULES > BRANDING bridges FORM&FUNCTION > BRANDING is about IDEAS > BRANDING creates CONNECTIONSBRANDING NEEDS TO BE FLUENT in the LANGUAGE of the 5 SENSES
  • 6. BRANDING is GLOBAL
  • 7. > Branding is global, globalization SHAPE needs branding. GRAPHICS TEXTURE> Fiat, BMW, Mercedes, Audi, COLOUR Citroën and other worldclass SPACE brands make their strategy visible through global design. MOVEMENT SIMPLICITY> In an expanding worldwide CONSISTENCY market, brands need to CLARITY express themselves at all HARMONY sensorial touchpoints with UNITY consumers
  • 8. BRANDING CAN HELP BREAK THE RULES
  • 9. YOU DRIVE aYOU BUY a CAR, BRAND
  • 10. BRANDING bridges FORM & FUNCTION
  • 11. «The function, what a nice form!»Achille Castiglioni
  • 12. BRANDING is about IDEAS
  • 13. «It all must start with an inspired idea»Raymond Loewy
  • 14. BRANDING creates CONNECTIONS
  • 15. «If you see something that you feel is familiar, it gives youan important kind of emotional connection»Marc Newson
  • 16. «Design is the mirror of our lifestyle»Philippe Starck
  • 17. WHY BRANDING &THE SENSES?
  • 18. Because what we call brand experience is, first of all, an emotional experienceIT’S NOT JUST WHAT THE BRAND SAYS THAT COUNTS, IT’S HOW I FEEL ABOUT IT We want to feel again!
  • 19. Creative BRANDING & DESIGN helps brands develop EMOTIONAL CONNECTIONS See Smell Making SENSEthrough the SENSES Hear FEEL Touch Taste
  • 20. Multi-sensory perception in all places on the web in store (look&feel, in the identity (ambiance, words, virtual sensations) (logo, sound) sound, architecture) Multi-sensory branding in the street in society (stimulation, (partnership, CSR, ethics) creating events)
  • 21. THE 5 SENSES
  • 22. 1 BRAND, 5 SENSES Renault and the «Hypersensoriel» experienceActivities for consumers inside L’Atelier + new marketing initiatives including the 5 senses in the strategic development of the brand.
  • 23. SEE!
  • 24. COLOURS
  • 25. COLOURSFERRARI ABARTH MERCEDES
  • 26. COLOURSFERRARI MERCEDES ABARTH
  • 27. SHAPESALFA ROMEO’s peculiar shield DODGE’s radiator grill
  • 28. BRAND IDENTITY
  • 29. COMMUNICATION FORMAT
  • 30. ASTONISHING IDEAS
  • 31. SMELL!
  • 32. FEELING FINE Lexus ScentAirHendrick Lexus’ showroom (USA) uses the ScentAir Technology to diffuse seducing fragrances:Vanilla Grapefruit at the main entrance, Green Tea and Lemongrass in the rest of the space, to create a stimulating environment and enhance the car buying experience
  • 33. Citroën offers a scent-diffuser in the ventilation system of C4, with a range of nine different scentsCitroën launches the C3 Buddha Bar, including a special “AROMA RELAX kit” with 5 different fragrances
  • 34. Technology which allows promo-cars to spread around aromas and perfumes Rolls Royce Peony: a Rolls with its own peculiar scent.
  • 35. GOOD OLD DEALER’S TRICKS…Real “new car scent” used by the dealers: an idea which enhance the buying experience by spreading a good smell inside used vehicles.
  • 36. HEAR!
  • 37. SOUND IDENTIFIES BRANDS Got it?
  • 38. Yes!
  • 39. SO… WHY NOT CARS?WHAT SHOULD THEY SOUND LIKE?
  • 40. TOUCH!
  • 41. The hand is the major tactile perceptive organ The tactile sensitivity is maximum on the palm face areaWorking on shapes, materials, texture is the key for creatinga seducing CONTACT EXPERIENCE with the object
  • 42. Lancia and Poltrona FrauTogether for a better and more comfortable driving experience
  • 43. Concept car by Citroen: C-Airplay«An atmosphere that serves the senses»
  • 44. Sensotact ® - the first tactile reference frame > Sensotact® is the first tactile reference frame on the market > Created by Renault and marketed by Quinte&sens, a French sensory marketing agency, this innovation has been welcomed by industrials > Sensotact® is suitable to analyse tactile perceptions and to classify them > Sensotact® is a suitcase composed of 10 descriptors and 50 references that interact throughout the conception process of the product > Sensotact® is available for cosmetics, avionics, sports, toys, packaging
  • 45. PROMO MATERIALSOpel GT brochure with a cover which simulates the seat material/stitching
  • 46. TASTE!
  • 47. Mercedes A Class «Chocolate Edition»Special partnership with the chocolate atelier «Venchi» (Turin): colours and settings speak the language of tasting to seduce the driver/consumer/experiencer
  • 48. BMW & StarbucksSirena, an Espresso machine designed by BMW Design Works for Starbucks stores. «At least, caffeine will make you drive faster»
  • 49. When taste simply comes out from the name!
  • 50. Mirafiori MotorvillageNot only a showroom, but an innovative place where customers can take a look at their favourite cars while drinking, eating and chatting at the bar
  • 51. FIND the 6th SENSE ON THE WEB
  • 52. PLAY Interactivity between real world and the web:the tool to INVOLVE and make consumers FEEL
  • 53. CONCLUSION
  • 54. Through multi-sensory branding, from the brand as object to the BRAND as SUBJECT brand as brand as object subject = = brand as product brand as lifestyleThe brand is an exterior object The brand is an ambient that imposes itself subject which envelops us
  • 55. MULTI-SENSORY BRANDING a new frontier for major brands Product Brand Multi-sensoryInnovation Communications designTechnological Intellectual Emotional Leadership Leadership Leadership = = = Brand as a Brand as a Brand as anReassurance Belief Experience
  • 56. MULTI-SENSORY BRANDING the opportunity of new techniques Olfactory Marketing Sound Marketing (new fragrances to discover) (ambiance, familiarity and downloading)Visual effects equipment Tactile materials(luminescent, translucent, lens-based, (soft touch, unwoven, sleeve, laminated, surlyn…) dichroic, thermo-chromatic…) From disembodied senses to the embodiment of sense
  • 57. Thank you!