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Sensory branding

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  • 1. 09/27/11 Priyatharesini R Poornima K Roshini S Thiyagarajar School of Management-Sensory branding
  • 2. How strongly does a particular SENSE come to mind in association with the brand How is the association, is it positive or negative? Is the association really distinctive and meaningful ? Does the association evoke memories and experience? 09/27/11 Thiyagarajar School of Management-Sensory branding
  • 3. SENSORY BRANDING
    • The branding that attempts to foster a lasting emotional connect between the brand and the consumer
    • Touching and triggering all five senses of consumers – sight, sound, touch, taste and smell
    • This is where Neuro-marketing comes into picture
    09/27/11 Marketing Mastermind – March, 2010 Thiyagarajar School of Management-Sensory branding
  • 4. Sense of Sight
    • Eyes help in visualizing a product
    • Consumers get a sense of satisfaction only when they see a product
    • Sight is the most favoured sense for advertisers
    • Visual marketing
    09/27/11 Thiyagarajar School of Management-Sensory branding
  • 5. Phillips Lounge
    • Phillips light lounge – experience zones
    • Created across 700 – 1000 sq. ft. area
    • Solution for home decorative lighting segments
    • Provides consumers a unique ‘see, touch and feel’ experience
    09/27/11 Thiyagarajar School of Management-Sensory branding
  • 6. Sense of Sound
    • Often connected to mood
    • Only 4% of fortune 500 brands deploy sound online
    • Example – Intel Bong : Most recognized audio signature IDs in the world
    • Auditory Marketing
    09/27/11 Thiyagarajar School of Management-Sensory branding
  • 7. Crunchy Kellogg’s
    • Kellogg’s had experimented the synergy between crunch and taste
    • Patented their product’s crunchiness
    • If there is no crunchiness, the product is considered unfit even if it tastes good
    09/27/11 Thiyagarajar School of Management-Sensory branding
  • 8. Sense of Touch
    • Skin is the largest sensory organ
    • Consumers should be able to sense a product through touch
    • Product should be uniquely designed or packed
    • Tactile Marketing
    09/27/11 Thiyagarajar School of Management-Sensory branding
  • 9. Toblerone
    • Swiss chocolate
    • Pioneer of prism shaped chocolates
    • Reminds consumers of the ‘The Matterhorn’ peak of Swiss
    • The unique triangular package helps the product get noticed quickly
    09/27/11 Thiyagarajar School of Management-Sensory branding
  • 10. Sense of Taste
    • Mostly involved in food products
    • Good taste…..Great satisfaction
    • Consumers are even willing to pay high price for tasty food
    • Eg. Starbucks coffee
    • Gustative Marketing
    09/27/11 Thiyagarajar School of Management-Sensory branding
  • 11. Lays
    • ‘ No one can eat just one’
    • Every flavour has a unique taste
    • Youth brand with irresistible taste
    • In 2008, Lays launched ‘Fight for your Flavour’ programme
    09/27/11 Thiyagarajar School of Management-Sensory branding
  • 12. Sense of Smell
    • A person is 10,000 times more receptive to smell than taste
    • When a consumer finds a product to be of good fragrance or tempting smell he gets an impulse to purchase the product
    • Eg. Dettol, Sunsilk
    • Olfactory Marketing
    09/27/11 Thiyagarajar School of Management-Sensory branding
  • 13. Singapore Airlines
    • Commissioned an aroma ‘Stefen Floridian Waters’
    • This fragrance became a distinguished trademark
    • Aroma suffused in attendants’ perfume, cosmetics, news papers, hot towels, etc
    09/27/11 www.cdf.org Thiyagarajar School of Management-Sensory branding
  • 14. End Note
    • 83% of commercial communication appeals only to the sense of sight
    • It’s extraordinary as 75% of our daily emotions is influenced by what we smell and there’s a 65% chance of mood change when exposed to positive sound
    • Importance of our senses has been completely overlooked in the brand building business
    • It’s difficult for a single brand to impart all sensory elements
    • The idea is to eng age customers on a wide range of touch points to create impactful brand
    09/27/11 www.brandsense.com Thiyagarajar School of Management-Sensory branding
  • 15. A brand should stand for something that is meaningful to the target market 09/27/11 Thiyagarajar School of Management-Sensory branding