Sensory Branding: Understanding what aesthetics and language make ads more effective.

[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object]

Insight mining Brand image & positioning Competitive intelligence Brand strategy Marketing strategy Campaign strategy SensoryQ Brand cascading Messaging blueprint Print Web Video Broadcast Tradeshows

[object Object],responsive sporty youthful playful leader rugged reliable sophisticated superior Leading edge high quality advanced luxurious

[object Object],Words are imprecise! rugged responsive sporty youthful playful leader reliable sophisticated superior Leading edge high quality advanced luxurious

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],Each image has a profile on 130+ sensory cues

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],?

[object Object],[object Object],[object Object],[object Object],[object Object],What are the sensory cues that trigger the perception of these attributes in the target audience?

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[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],Brand X a well known cosmetics brand

[object Object],[object Object],[object Object],[object Object]

[object Object],Simple Beauty Clean Fresh Natural Fun Upbeat Spirited Beautifully Natural correlation Clean Fresh Natural Simple Beauty Fun Upbeat Spirited Beautifully Natural Clean Fresh Natural - 0.68 0.12 0.79 Simple Beauty 0.68 - 0.06 0.84 Fun Upbeat Spirited 0.12 0.06 - 0.06

[object Object],Roll-Up: Clean, Fresh, Natural Simple Beauty Fun, Upbeat, Spirited Beautifully Natural Brand X Competitor 1 Competitor 2 correlation Roll-up Brand X Competitor 1 Competitor 2 Roll-up - 0.48 0.46 0.68 Brand X 0.48 - 0.81 0.56 Competitor 1 0.46 0.81 - 0.49

[object Object],Point of Parity Clean, Fresh, Natural Simple Beauty Beautifully Natural Brand X Competitor 1 Competitor 2 correlation POP Brand X Competitor 1 Competitor 2 POP - 0.41 0.39 0.69 Brand X 0.41 - 0.81 0.56 Competitor 1 0.39 0.81 - 0.49

[object Object],Fun, Upbeat, Spirited Brand X Competitor 1 Competitor 2 Correlation Fun, Upbeat, Spirited Brand X Competitor 1 Competitor 2 Fun, Upbeat, Spirited - 0.33 0.32 0.17 Brand X 0.33 - 0.81 0.56 Competitor 1 0.32 0.81 - 0.49

[object Object],0 0.10 0.20 0.30 0.40 0.50 0.60 0.70 0.80 Brand X Competitor 1 Competitor 2 POP Elements Fun, Upbeat, Spirited Brand Fun, Upbeat, Spirited POP Equity Elements Brand X 0.33 0.41 Competitor 1 0.32 0.39 Competitor 2 0.18 0.69

[object Object],sensory cues Color Vibrant Non-Metallic Opaque Light Solid Lighting Natural Single Source Bright Composition Dynamic Personality Friendly Vibrant Approachable Confident Relaxed Form/Shape Rigid Sturdy Angular Complex Simple Texture/Finish Hard Smooth Cues highlighted in blue are unique to this equity element when compared to POPs

[object Object],Concept 1 Concept 2 Concept 3 Vibrant Clean Confident Approachable Relaxed Friendly Simple

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Sensory Branding: Understanding what aesthetics and language make ads more effective.

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