Making Sense Out of Branding


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Great brands are built by touching all of the senses.

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Making Sense Out of Branding

  1. 1. 1/26/14 Making Sense Out of Branding: Engage people through all five senses. Come to Your Senses and Build Your Brand •  The role of the five senses in building brands and engaging people. •  The twelve connection points of branding. •  The synergistic effect of multi-sensory media. •  Creating value and relevancy with multi-sensory media •  Interesting, Ah-Ha Moments! Paul A. Kiewiet MAS CIP Speaker, Coach, Consultant Brand: Christmas Sights Sounds Tastes Smells Touches and Textures 1
  2. 2. 1/26/14 Unique Selling Proposition The Physical Product was the key differentiator The 60’s and 70’s The Emotional Selling Proposition Products perceived as different because of emotional attachment. I'd like to buy the world a home and furnish it with love, Grow apple trees and honey bees, and snow white turtle doves. I'd like to teach the world to sing in perfect harmony, I'd like to buy the world a Coke and keep it company It's the real thing, Coke is what the world wants today. 80’s OSP 2
  3. 3. 1/26/14 The Organization behind the brand becomes the brand. The Brand Selling Proposition -BSP The “ME” Selling Proposition Holistic Selling Proposition 3
  4. 4. 1/26/14 Holistic Branding Consistent Message Shapes Rituals Traditions Symbols Senses link to memory and tap emotions Senses link to memory and tap physical reactions Advertisement becomes Icon Experience Consistency Sensory Perfume Uniform Behavior 4
  5. 5. 1/26/14 Smell is connected to memory Sound is connected to mood. The one sense you can’t turn off Touch =