Great brands are built by touching all of the senses.

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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
www.create2bgreat.com
Brand: Christmas
Sights
Sounds
Tastes
Smells
Touches and Textures
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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
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The Organization behind the brand becomes the brand.
The Brand Selling Proposition -BSP
The “ME” Selling
Proposition
Holistic Selling Proposition
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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
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5. 1/26/14
Smell is connected to memory
Sound is
connected
to mood.
The one sense you can’t turn off
Touch =
Connection
What examples can you come up
with of brands that use
Sound
Smell
Taste
Touch
Visual
Brand Cues?
Taste
Taste
12 Components of a Brand Personality
color
picture
shape
language
name
behavior
sound
navigation
tradition
icon
ritual
service
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Branding by Picture
Branding By Color
Branding by Shape
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7. 1/26/14
Branding by Shape
Shape
defines
the
brand
The Brand Name
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Owning the Language
• Crunch = Kellogg’s
• Masculine = Gillette
• One Brand Owns 6 words
74%
59%
80%
– Smile
– Happy
– Fantasy
– Magic
– Dreams
– Creativity
Ding!
Navigational
Consistency:
• Brochure
• Website
• Instore
• Promotions
• Product
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10. 1/26/14
Brand Behavior
Service
Rituals
Tradition
Create Value by Involving
All of the Senses
Ritualizing
Your
Brand
Seeing with fingers
We taste
with our
nose
Hearing with
our eyes
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11. 1/26/14
83% of retained
information is
received visually.
Hearing is Passive
Listening is Active
But smell is the most persuasive
Effective Brands Target Both Hearer and Listener
Shapes create a
solid foundation for
brand building.
Each Sense Can be Leveraged to
Build a Better, Stronger, More
Durable Brand.
You can create positive synergy
across several touch points using
multi-sensory media.
Set the Stage.
Instead of spending more
executing less effective
campaigns, why not add
What
messages
and senses,
feelings,
meanings
can
multi-sensory media
you
reinforce?
and reinforce key messages,
engage your audience and make
yourself memorable?
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12. 1/26/14
Smashing the Brand!
Understand Brand Ingredients
Finding unique shapes, scents, tastes, colors and textures and
getting audiences to interact with the brand.
Visual strategy, tactile, shapes, aroma, taste, sounds. . .
The Art of Selling Perception
Optimize every dimension.
Establish a sense
of belonging to a
community.
How Can You Help
Your Clients Connect
More of the Senses?
Touch all of their
senses.
“Get into their
Lifestyle and Into
Their Mind”
Joel Schaffer, MAS
Place the User at
the Center of
Communications
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13. 1/26/14
Engage all of the senses
Questions?
Bibliography and Recommended Reading:
BRANDsense: Build Powerful Brands
through Touch, Taste, Smell, Sight and Sound
By Martin Lindstrom
Paul A. Kiewiet MAS CIP
Speaker, Coach, Consultant
Paul@brandkiwi.com
www.create2bgreat.com
269-806-4489
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