1.
5 Senses
How does a brand deliver emotions?
It would be worth feeling …
Sight
Sound
Touch
Smell
Taste
Nadezhda Bevz
bevzn@cnbr.org

2.
Our brands as we are.
Some of them are scared of changes. Some of them are always on the move.
They have their own personality. They are courageous, trustworthy, sensitive,
supportive, charming, friendly, reliable, generous, cheerful, smart…
And as a personality, they always care about how would they look in the eyes of
the public?

3.
But you know, there is a sort of misunderstanding…
Sometimes shopping makes me feel blue.
I’d say, I have a list of concerns to the brand-makers, who worked on some of the
brands. I wish brands wore proper outfits…
This guys simply must go to the Art institute… and learn that all big winnings are
carefully planed beforehand.

4.
I’m afraid they’ve lost their keys to their talent… And believe more in intuition
than in planning.
As they say: “Usually during, and especially after we design a brand logo we start
discussing about the brand’s...”
How do you feel about this phrase? Is anything wrong with this phrase?
If you ask me, I’d say It's the craziest thing I have ever heard!

5.
Sensory marketing and branding are the fields where the story of experience
starts.
Our five senses (Sight, Sound, Touch, Smell and Taste) help to build emotion and
recognition. And it’s crucially important to use them all to build brand.
A multi-sensory brand experience generates certain beliefs, feelings, thoughts
and opinions to create a brand image in the consumer's mind. It’s the easiest
way to touch a soul of a customer.

6.
According to that...
Most successful brands today are those that deliver feelings & emotions.
Fore example Coca Cola, which provides us unique shape of the bottle designed
by Earl Dean in 1915.

7.
Or a specific feelings, provided by Four Season hotels. Including a special smell,
color and shape design, tactile feelings from good textile, furniture and other
surfaces. After you have all the experience it smell even better 

8.
So how does a brand deliver emotions?
Sure. Through our senses…

9.
From the day we were born we use our senses to learn about things.
We learn it while we’re doing it. And we’re doing fine.

10.
It’s not that difficult. You should only listen, watch, feel, touch and taste…
Look at these people… They look different, but they feel the same. They
experience the same. They must’ve enjoyed their ice-cream immensely 

11.
We learn through experience, and that information is the starting point for
every branding strategy.
This way of branding we call sensory branding.
Our attention and attitude to the brand depends on what we feel like. And
all of our wants depend on our sensory stimulus we have experienced.

12.
What now you might wonder?
Let’s see the connection between senses and brands so far.

13.
Please take this into account and think how come you didn’t know:
Color and shape draw the attention of the 92.6% of population when buying
products. *Marketing Research / Seoul International Colour Expo / 2004
While hearing and smelling sense of touch was second most important with
5.6%
Marketing Research / Seoul International Colour Expo / 2004
We make our first impressions in 90 seconds, and between 62-90% of that
impression is based on color.
According to research, ads in color are read 42% more than the same ads in
black and white

14.
Please take this into account and think how come you didn’t know :
Market researchers have also found that color affects shopping habits.
Impulse shoppers sensitive to red-orange,
black and royal blue
Traditional shoppers sensitive to respond best
to pastels; pink, rose and sky blue
Budget shoppers sensitive respond best
to pink, teal, light blue and navy

15.
But experience of the brand it’s not only the question like
“How do I look?” or a terrific view.
To make a good memory of the brand we should consider another senses.

16.
Let’s not to play it by ear.

17.
It’s not surprising that all of these brands have different sounding.
And first of them was NBC which started to use their jingle to synchronize radio
stations in different regions. This jingle started to be very recognizable and
become a brand sign.

18.
It’s not that difficult to drive our eating behavior.
We can eat more in restaurants listening music slower than rythm of a
heartbeat…
In Las Vegas revenue from the slot machines fell by 24 percent when the
whirring and tinkling sounds were removed.

19.
Mercedes Benz has an offer I can’t refuse.
They formed a team to get the most appealing sound for a closing car door.

20.
It won’t cost you too much to have the third sensory channel working for you.

21.
1
Drop of perfume is enough to be noticed in three room apartment
75%
Of our emotions is generated by what we smell
80%
Of what we taste is actually due to our sense of smell

22.
In case you’re going to sell your house, that’s worth a million when there is a
smell like vanilla, bakery or popcorn. It get customer to the child memories.
And he pays much more after all.

23.
The casinos are open round the clock. “What a perfect place to spend money” –
you think as soon as you arrive. I bet, you play for high stakes there… and spend
all of your money not once.
But the thing is the amount of money gambled in a slot machine increased by
over 45% when it was odorized with a pleasant aroma.
You should be careful next time you're faced with a similar problem.

24.
Starbucks is one of the companies that is well aware of the power of sensory
branding. Through their smell and taste of fresh coffee they occupy all of our
senses.
They even stopped serving breakfasts because the smell of the eggs interfered
with the smell of the fresh coffee.

25.
It’s important to have control over the taste.

26.
Usually we think we can't solve all the problems at once. But it’s not about
brand-makers from Nestle. This project took a lot of effort and time but they
prepared not only special taste of their coffee, but rich smell, special color code,
lightings, tactile feelings, and even plan of the shop.
And specifically for man – have a look at these coffee bullets for the coffee riffle


27.
“I believe you should plan and make things happen” – that’s a motto for
McDonalds brand managers.
Next time you’ll be there try to catch yourself with the special taste of their fried
potato. Which also has a special smell, specifically prepared for McDonalds.
And find out how they use the same taste among different dishes to program
you brain.
More other – they have salt, sugar and glutamate Na to rise your appetite.

28.
Our skin has more than 4,000,000 sensory receptors.

29.
It is a perfect way for getting close to consumer’s unconsciousness by tactile
feelings.
Do you carry apple products? It’s not just a question. Think of it next time you
play with your Macbook, or other apple products. Pay attention to the warm
and soft tactile feelings when you touch them.

30.
There only few categories for the great sensory success for it:
- Tactile feelings from materials, selected specifically for you as a target
audience
- Same angles and proportions in different elements of the products
- Same strength of manipulations of different buttons etc.
- Same materials among whole line of the products
- Same smell of any new apple product, to memorize you feelings and
happiness with the new bought device and recall it next time you visit their
shop

31.
By delivering all these great examples I wanted to show a wide range of
sensory branding possibilities.
I hope you'll be able to do it with your brands and products.
Anyway, if we plan it carefully, we will! 

32.
Just remember a list of these five questions:
 What is the shape / color of my brand?
 How does my brand sound like?
 What does it taste like?
 How does it smell?
 How does it feel on my skin?
And let your senses lead the way to your brand’s experience.

33.
Thank you