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Multisensory Brand Exhibiting

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Sensory branding
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Multisensory Brand Exhibiting

  1. 1. how do you want to be remembered? E X H I B I T I N G
  2. 2. how do you want to be remembered? Benjamin Franklin Tell me and I forget. Teach me and I remember. Involve me and I learn.
  3. 3. Recognition and Perception are the two players that 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 nervous system. That information is stored differently in the mind: some of it is sent straight to long-term memory, while other units of information attach themselves to nodes along pathways of constructed associations– leading to other memories, emotions, feelings, etc. Everything consumers know about your brand begins with recognition and perception through the five senses. Like atoms in physics or molecules in chemistry, the five senses represent the most basic units in the science and art of branding.
  4. 4. Our senses provide the context by which we form opinions and personal connections. They create expectations that we hope will be fulfilled. A brand’s promise works in a similar way to the expectations created through the senses.
  5. 5. Sight is one of the most easily deceived senses. I could make a coin disappear and your eyes would believe it gone, even if it were merely up my sleeve. Megan Chance, The Spiritualist
  6. 6. sight is the most relied upon sense 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 people decide to buy. Color Marketing Group THE profit of COLOR
  7. 7. “If you put a special color on a product, with a higher price point, it becomes a class signifier.” Leslie Harraington, Color Consultant Leatrice Eiseman, CMG, international color authority and CMG Senior Chairholder Leatherman Tools saw a market share increase based on my color recommendations. I created the vibrant and unexpected colors for their “Juice” line—a far cry from simple stainless - and they are attention-riveting at the point of purchase. Very importantly, the colors will remain current for several years.
  8. 8. 2,500 vehicles sold in just over a month when Beetles was offered in reflex yellow and vapor blue at a premium price, limited edition only.
  9. 9. Humans can only process a limited number of stimuli at one time. Color plays a critical role in drawing the eye and attracting our attention.
  10. 10. 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.
  11. 11. Red tends to raise blood pressure, pulse rate and excite brain waves proactive, powerful, passionate, dangerous
  12. 12. Across cultures, red has the most powerful effect on human emotions Coke has capitalized on it!
  13. 13. happy, energetic, confident,seat of inner creativity Orange
  14. 14. warm,ambitious,energetic,innovative
  15. 15. Purple fantasy, mysticism, imagination
  16. 16. Pink fun, intelligent, playful, agile magenta
  17. 17. stable,reliable,traditional Brown
  18. 18. “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
  19. 19. Green natural,fertile,conservative wealthy
  20. 20. Pure, innocent, clean WHITE contradicts authoritative, strong, powerful BLACK to enhance individualistic style
  21. 21. Color fondness and color relationship vary by region and culture In China and Japan gray is associated with inexpensive products while gray 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 across most cultures but responses to other shades varies. Dark green is a “high-calm” color in U.S., Great Britain, and Korea; medium green in Italy and Germany and brown in Japan.
  22. 22. Color is often the one thing that will pull people in a particular direction. They will choose it simply because the color speaks to them. Leatrice Eiseman
  23. 23. “Color gives the message of what the product is all about.” how do you want to be remembered?
  24. 24. In the 1970s, IBM launched a silent typewriter. BAD IDEA. IBM added electronic sounds to replace the natural noise it had worked to eliminate.
  25. 25. When the clank of the falling coins were replaced by the silent cashless slot machines revenue dropped dramatically and the original slot machines were quickly re-nstalled ! Removing a familiar product noise can backfire!
  26. 26. sound has the power to create emotional connections and trigger powerful memories. Sound marketing has much to do with the absence of noise as its presence THE ideal SOUND In the 1990s Daimler Chrysler created a 10-engineer department whose sole task was to create the ideal sound for the opening and closing of the car door.
  27. 27. Quiet woosh of steaming milk, bean grinders and clicking dishes create the “Sound of Starbucks”
  28. 28. Heavy bass, loud and upbeat, eliminating gaps between tracks, creates a youthful night club-like atmosphere. Music congruent with the brand identity!
  29. 29. Classical music captures a sense of upscale aura for this glamarous timeless brand.
  30. 30. Masterminded in sound labs, the crunch of Kellog’s cornflakes address our 4 senses of taste, touch, sight and sound!
  31. 31. Our senses inform and influence our entertainment and buying experiences. Study shows that brand sound has profound impact on perceived quality of brand image. It is stronger in female than in male as well as in subjects with higher emotional purchase attitude. Some perennial sound trademarks include the roar of the waking lion (MGM) the giggle of the dough boy [Pillsbury] and the start-up sound for Windows. “Sound is an effective brand cue.” It can evoke a sense of quality, increase consumer relevance, boost recall and impact purchase intent.
  32. 32. Smell is 10,000 times as sensitive as taste, with 400,000 identifiable odors.
  33. 33. smell is the most visceral of the senes. it alters perception, evoke memories and stir emotions. 75% of our emotions are generated by what we smell THE technology OF SMELL Companies are investigating to bring scents to the worlds of computing, communications and entertainment by digitizing smells. A device the size of a computer speaker will produce odors on demand, in response to user’s actions. This device could be used for everything from gaming to branded smells on web sites, allowing individuals to create their own odors and register them in a database of smells.
  34. 34. Memory for odor is markedly resistant to time, easily accessed and tends to be characterized by a high degree of emotion, clarity and vividness.
  35. 35. A Natural History of the Senses by Diane Ackerman Gazillions of years ago, when primitive ancestors of man were living in the ocean, scent was used to detect an enemy or find a mate. The sense ultimately became so powerful that a heap of tissue on top of the nerve cord evolved into the brain. “Smell is a secret language, a coded vernacular whispering subtle cues” “We think because we smelled.”
  36. 36. Sense Language for Smell ADVENTURE Salty Air Sawdust Mud Fuel Mint Spice
  37. 37. Sense Language for Smell TRADITIION Wood Leather Cedar Tea Wool Rose
  38. 38. Sense Language for Smell NURTURING Vanilla Baby Powder Apples Cinnamon Lavendar Cotton
  39. 39. SOPHISTICATED Wine Perfume Cigar Smoke Oak Scotch Musk Sense Language for Smell
  40. 40. Culture and individual experience plays a role in scent associations Cypress oil, Fermented Soya bean and Dried Fish Flakes, indigenous to Japan were disliked by the Germans. Church incense, Blue Cheese and Sausage of German origin were displeasing scents to the Japanese.
  41. 41. In a 2006 study conducted by Dr. Eric Spangenberg of Washington State University, he found that specific scents, selected for their appeal to men or women, could nearly double sales. environmental SCENTING Use smell to create a distinct brand experience Scents containing vanilla were dispersed in the women’s department and an aroma called rose maroc was diffused in the men’s section of the store. Both sexes browsed for longer periods and spent more money when in the presence of these specifically gender-targeted scents.
  42. 42. Sony infuses its stores with notes of mandarin origin, vanilla and cedar. The company studied 1,500 aromatic oils and chose this combination for its appeal to women­—ostensibly to entice women into purchasing more items.
  43. 43. light notes of bergamot with soft floral jasmine
  44. 44. Bloomindale’s uses different essences in different departments: baby powder in the baby section, suntan lotion near the bathing suits, lilacs in lingerie and cinnamon and pine scents during the holidays.
  45. 45. Located in the basement of Hard Rock Hotel, Orlando, an ice cream shop pumped the smell of waffles cones to lure patrons: Result: sales increased by 45%
  46. 46. Promote a Product The Teenage Dream album contained a scratch’n’sniff inlay that gave off a cotton candy scent. The imagery was centered around the theme of candy and cupcakes. “The theme for the tour was the world of Candyfornia that Katy created...” Cotton candy that lights up on glow sticks, scented programmes, a magical candy store–a spirit of complete immersion into the world of Katy Perry. product SCENTING
  47. 47. Strawberry Shortcake, part of a line of scented dolls, now prefers fresh fruit to gumdrops, and spends her time chatting on a cellphone instead of brushing her calico cat, Custard.
  48. 48. “Scent marketing ... targets the part of the brain responsible for memories.” Scented inks, Scent Strips, Rub’nSmell Technology are some of the various ways marketers are leveraging scent in magazine advertising and direct mail. advertising SCENTING
  49. 49. integrate three scenting to achieve marketing memorability
  50. 50. The currency for edible brands but a challenge for multi-sensory branding programs for other products.
  51. 51. In 2007 Welch’sTM launched an ad in PeopleSM magazine that included a one-time use, peel-off taste sample using dissolving flavor strips. The ad had the highest brand recall of all ads in the issue and generated viral buzz. The people who tried the flavor strips, 59 percent said they were more likely to purchase Welch’s Grape Juice after interacting with the ad.
  52. 52. Eat the Road How 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.
  53. 53. Royal Mail sent out 6,000 personalized letters made of chocolate The direct mail piece explained the principle behind engaging the senses, which creates an emotive con­nection with customers. Result: Very Sweet! The ROI payed off handsomely.
  54. 54. Fashion lounges to explore taste branding
  55. 55. We humans have more tactile receptors in our little fingers than we do on our entire back. When we encounter a pleasant touch the brain releases a hormone called oxytocine
  56. 56. tangible materials leave a deeper footprint in the brain “touch marks” The International Trade Mark Association register “touch marks” for form and feel. Whole Sale Wine and Spirits has a touch mark on the velvety texture used to cover wine bottles. Likewise, AppleTM has a touchmark on the 3-dimensional design of the iPod TM Touch experience includes material, surface temperature, weight and form
  57. 57. The ability to touch a product increases our confidence in it’s quality
  58. 58. Britain’s ASDA grocery chain took the wrappers off several brands of toilet paper, inviting consumers to feel for themselves the difference in quality. Result: Increased sales for its own store brand product
  59. 59. The name, the prism pack are the chocolate peaks, internationally recognized.
  60. 60. The outer form echoes the shape of the bottle A compelling way to break through the clutter
  61. 61. The internal blue optic hints at the soul of the brand This is surely the ultimate prestige spirit packaging and branding project... The result demonstrates and communicates the underlying sense of the soul of the brand using intriguing visual effects to impart the prestige proposition.
  62. 62. Heavy, Solid , Distinctive = Quality Bang & OlufsenTM emphasizes craftsmanship and robustness in its product design. “Heavy, solid and quite distinct” is the hallmark of the brand. Bang & Olufsen focus groups have demonstrate that customers equate some measure of heft with quality.
  63. 63. Optimize the feel of your product to deliver a brand message Coors Light cans and bottles are printed with a thermochromic ink called a leuco dye. The dye is a coloring agent which can acquire two different forms: a colorless form and a colored form. At warm temperatures, the thermochromic ink is colorless, and at cold temperatures, the thermochromic ink is (in this case) blue. Put your beer in the fridge, when the ink cools below the color changing temperature, “the Rockies turn blue,” and your beer is ready to drink.
  64. 64. Make products accessible in a way that inspires consumers to touch and feel
  65. 65. Strong themes create multiple places within a place... The more sensory an experience, The more memorable it will be. Joseph Pine James Gilmore THE EXPERIENCE ECONOMY how do you want to be remembered? ef
  66. 66. Nissan display features its own special scents and sounds, carefully choreographed to create a complete multi-sensory brand experience for the visitors how do you want to be remembered? ef
  67. 67. Not PowerPoint presentations and folding chairs. Nestle brand and nutrition information is introduced via live presentations around the dinner table
  68. 68. Staffers dressed as butlers served pizza, whole wheat pasta and more for lunch.
  69. 69. The booth layout was innovative, non-traditional and unique, and it gave attendees an emotional experience in addition to an educational one.
  70. 70. The Source: It’s inYour Hands Switzerland 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.
  71. 71. 15,500 liters of water are needed to produce 1KG of beef meet Instead of hurling statistics at the visitors like snowballs, they were engaged physically as well as mentally. If they stood atop any one of the 15 circular orbs on the tunnel floor and cupped their hands a projection appeared between their joined palms reflecting the message on the nearby wall.
  72. 72. Dominated by flying dragon and menacing mutants, visitors viewed game trailers on LCD monitors, listened to presentations by the games’ creators and participated in demos of the digital diversions. A Feast for the Senses
  73. 73. When guests think of The Bellagio they are reminded of the ceiling and fountains but the signature scent is what triggers positive associations of their stay.
  74. 74. ef At a Meeting Professionals International Show, the Double Tree Hotel put a bed in their booth, while the staffers dressed in pajamas and fuzzy slippers. Their legendary cookie chips were given as samples in little bags that said,“Have Sweet Dreams at the Double Tree.” A sensational journey, reminiscent of their hotels.
  75. 75. how do you want to be remembered? ef Have Sweet Dreams at the Double Tree.
  76. 76. Our senses inform our understanding of our surroundings. From the sight of a setting sun, to the feeling of sand between our toes, or the sound of waves crashing against rocks — our senses tell us where we are. Engage the five senses to create expectations in delivering your brand promise.
  77. 77. Sources: Medina, 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. 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 <>. 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. <>. Duncan, Leigh. “Scent Branding: Smell of Success?” Weiss, Tara. “Marketing Milk.” Forbes 1 Dec. 2006. 13 July 2009 <>. “Beyond Scratch ‘n’ Sniff: Edible Advertising?” <>. Dobrow, Larry. “Anatomy of The Consumer: Taste.” Konigsberg, Eric. “Made in the Shade,” New Yorker Pilaroscia, 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 Marketing Practice: Applied Marketing Science, vol. 5. Citing Heath, 1997. Parmar, Arundhati. (2004). “Marketers ask: Hues on first?” Marketing News, Feb. 15, 2004. Why Color Matters. Morton, Jill. “Quirks of the Color Quest,” Konigsberg, Eric. “Made in the Shade,” New Yorker, Jan. 22, 2007. vol. 82 No Author. VW Dubs Online Sales a Success,” Orlando Sentinel, July 27, 2000 Harvest Consulting Group LLC, BrandSense™ Branding Without a Brand, Martin Lindstrom, Olfactory Research Fund, “Benefits of Fragrances” Desmond Butler and Helen Gibson, “Attention All Shoppers,” Time Magazine Dr. G. Neil Martin, “Smell: Can We Use it to Manipulate Behavior,”Cognition and Brain Science Research Center. The Media Equation, Byron Reeves and Clifford Nass Suzanne 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 92 Exhibitor Magazine, January 2013, February 2013 All content included in this presentation, such as text, graphics, logos, button icons, images, sounds, videos, digital downloads, data compilations, and software, are the exclusive properties of any companies referenced in this presentation and is protected by international copyright laws.
  78. 78. co-creator of brands in 3D spaces Sarmistha Tarafder how do you want to be remembered? ef