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BrandSense                             ™
Building Brands with Sensory Experiences




©2001 Harvest Consulting Group, LLC
BrandSense™
Harvest Consulting Group, LLC                                     Table of Contents




                                Table of Contents


                                BrandSense™ Introduction                               01

                                A Time for the Senses                                  02

                                Recognition and Perception                             03

                                The Sense Connection                                   04

                                The Case for Smell                                     05

                                Putting the Senses Together                            08

                                BrandSense™ Cases                                      09

                                Giving Your Brand Some BrandSense™                     11

                                Quantitative Analysis: BrandSense Audit™, SensePlan™   12

                                Conclusion                                             13

                                Sources                                                14

                                Contact Us                                             15
BrandSense™
Harvest Consulting Group, LLC                                        BrandSense™ Introduction           Page 01




                                BrandSense™ Introduction


                                Executive Summary

                                BrandSense™ is a holistic way of understanding, deconstructing and building a brand by taking into
                                account how, and where, it impresses each of our five senses. How does a brand look? How does
                                it taste and smell? Is it soft to the touch like cashmere, or does it evoke the sizzle of the summer?
                                Is your brand’s soundtrack closer to Barry White or Bach?

                                We’ll show you how a sensory approach cuts away the jargon typically associated with marketing and
                                branding efforts, leaving only the base elements, or building blocks, that make up a perception.


                                Highlights of The BrandSense Journey

                                     Why is smell so important and why are many companies investing in it?
                                >
                                     What happens when you put all the senses to work for you?
                                >
                                     Which companies are doing it well?
                                >
                                     How can you give your brand some BrandSense?
                                >



                                How to Read this BrandSense Paper

                                1.   Leave your office chair.
                                2.   Go to that place where you get to think and leave the email behind for a few moments.
                                3.   Get your favorite drink, an iced-cold Latte, a flavored water or…
                                4.   Sip and think.
                                5.   Smile a few times.
                                6.   Talk out loud.
                                7.   Think about your Brand in a different way.
BrandSense™
Harvest Consulting Group, LLC                                        A Time for the Senses                Page 02




                                A Time for the Senses


                                In a time of intense mergers and acquisitions, many companies are suffering from “Brand Blur.”
                                While we have five senses, few companies pay attention to the “complete” effect their brand can have
                                on people. Looking at your brand differently from your competitors’ and presenting a cohesive and
                                comprehensive sensory experience can create an image that will have more staying power in the
                                minds of your customers and prospects.

                                Research conducted a year ago showed that aural communication is just as important as visual
                                communication. Testing Intel Inside®, the researchers documented that the Intel melody was as recognizable
                                and memorable to the consumer as the Intel Inside logo.i

                                Similarly, Dr. Trygg Engen of Brown University conducted studies that found our ability to recall scents
                                and odors is much greater than our ability to recall what we have seen.ii Clearly, many corporations
                                are losing opportunities to fully exploit their brands.

                                B.O.C. Gases of Guildford, England, is one of several companies that has carried out commercial
                                scent experiments for clients. It tried out the aroma of newly washed linen for Thomas Pink, the famous
                                shirtmakers in London’s Jermyn Street, and tested the fragrance of fresh leather in the showrooms
                                of a car dealership. Duncan Roberts, B.O.C.’s sales and marketing manager, said that companies have
                                even approached him regarding the creation of “corporate smells” to go along with their corporate logos.iii

                                The practical applications of BrandSense are broad–ranging, from helping you gain a clearer picture
                                of how your brand is perceived in the marketplace, to developing ideas for complete environmental
                                design. We’ll take an in-depth look at the senses. From brain science breakthroughs to psychological
                                studies and startling aroma technology, we’ll dissect the senses and their importance to branding.
BrandSense™
Harvest Consulting Group, LLC                                          Recognition and Perception             Page 03




                                Recognition and Perception


                                Every brand strives to impress its audience. Companies spend inordinate amounts of money to create
                                or alter two things: recognition and perception. Recognition and perception, in turn, can only be perceived
                                through one of five senses. All knowledge, in fact, 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. How the mind makes the leap from
                                sight to symbol recognition to, say, elation, is still relatively uncharted territory. Still, barring divine brand
                                intervention, everything consumers know about your brand begins with recognition and perception
                                through the five senses. Like atoms in physics or molecules in chemistry, the senses represent the most
                                basic units in the science and art of branding.

                                Ever since we began walking and raised our noses from the ground, vision came to dominate our view
                                of the world. Much of the information we receive to enable us to live enjoyably and effectively is visual
                                or auditory. This is clearly reflected in the way we think about advertising and branding. In today’s world,
                                we have a tendency to give less consideration to our primitive senses – touch, smell and taste.iv

                                In an environment flooded with sights and sounds, advertisers competing against the clamor to get their
                                message heard may want to focus on these “older” senses of touch, smell and taste. Not only does this
                                distinguish the brand itself but it can also affect a person in a much more emotional, even instinctual way.
BrandSense™
Harvest Consulting Group, LLC                                         The Sense Connection                 Page 04




                                The Sense Connection


                                Companies attempt to reach customers’ senses through broadcast advertising, print ads, direct mail,
                                word-of-mouth and the product itself, as well as a myriad of other more ethereal ways. Advertising uses
                                visual and audio stimulation prevalently, often to evoke a smell or touch that can, in turn, trigger an array
                                of emotions and sentiments. To appreciate your brand’s sense connection, to reinvigorate it or create
                                a sense connection, you must understand the associations that different kinds of sensory input can
                                make in people’s minds.

                                While associations are not perfect, and cultural differences do exist, you can link your brand to attributes
                                and emotions directly through the senses. If your brand personality is “Adventurous and Luxurious”–say,
                                Land Rover–smells you want to associate with the brand might include spices, sea air and fine leather.
                                You might even try to recreate that pleasant “new car smell,” as used-car dealerships have been doing
                                for years.


                                Translating the Language of the Senses

                                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. In much the same way, our senses inform and influence our entertainment and buying experiences.
                                In The Media Equation (CSLI Publications and Cambridge University Press), authors Byron Reeves and
                                Clifford Nass showed that audio fidelity can be a more powerful force than video fidelity — movie audiences
                                actually perceive increased visual quality when only the quality of the audio has been enhanced.v

                                In retail environments, brand managers are giving more thought to their brand’s “soundtrack.”
                                According to The New York Times, vw.com found that since it added music to its site, the average
                                visitor stayed five minutes longer.

                                The use of sensual stimuli provides a language of context, a language that is culturally rich and highly
                                sophisticated. Sinister background chords signal the bad guy in a television show; the smell of hotcakes
                                on the griddle signals breakfast; the feel of cashmere signals quality, and so on. Our senses provide
                                the context by which we form opinions and personal connections. They create expectations that we
                                hope will be fulfilled.

                                Brand relationships operate in much the same way. Brands have personalities: they have attitudes and
                                communicate expectations. A brand’s promise also works in a similar way to the expectations created
                                through the senses. If a financial brand, for instance, associates itself with the sound of a champagne
                                cork popping, the audience may expect celebratory profits.


                                Sense Language for Smell

                                Adventure             Salty Air      Sawdust         Mud            Fuel             Mint         Spice
                                Tradition             Leather        Wood            Tea            Wool             Cedar        Rose
                                Nurturing             Vanilla        Baby powder     Apples         Cinnamon         Lavender     Cotton
                                Sophisticated         Wine           Perfume         Cigar smoke    Oak              Scotch       Musk
BrandSense™
Harvest Consulting Group, LLC                                          The Case for Smell                     Page 05




                                The Case for Smell


                                The absolute human threshold for the olfactory sense has been estimated to be 10,000 times as sensitive
                                as taste, with about 400,000 identifiable odors.vi Yet few people’s sense of smell is so acutely developed.
                                Often we are left with a tip-of-the-tongue feeling – a smell we recognize, are stirred by, but can’t quite
                                place. Sherlock Holmes believed that any good detective should have knowledge of at least 75 aromas,
                                but a random sample of detectives would probably reveal knowledge of fewer than five.

                                The new science of Aroma-Chology was conceived by the Olfactory Research Fund. In their words,
                                it is “the scientifically-based, interrelationship of clinical, psychological studies and the latest in fragrance
                                technology to transmit through odor on the body and in the environment, a variety of specific feelings –
                                relaxation, exhilaration, sensuality, happiness and personal fulfillment – directly to the pleasure center
                                of the brain, the seat of our emotions, memory and creativity.”vii

                                Scientists know that there is a close connection between olfaction and both memory and emotional
                                cognitive processes. This may be attributable to the location of our odor memory bank. The human
                                odor response is controlled by the brain’s limbic system, the same system that controls our emotional
                                and sexual response, artistic abilities, perceptions of space, etc.viii The additional fact that olfaction is
                                a chemical sense requiring the ingestion of physical particles allows for interesting interactions with
                                other bodily processes.

                                Since the National Institutes of Health increased its olfaction research in the early 1980’s, numerous
                                studies show that fragrances and odors have definite effects on people, from reducing anxiety in stressful
                                situations to elevating or improving mood. It also has been found that fragrances can affect quality of
                                sleep and often evoke long-forgotten emotional memories. Each odor, smell or fragrance, from bananas
                                to roses to skunks, has a unique pattern of activity in the brain, therefore creating a specific response
                                to that item.ix


                                What We Know About Smell

                                While using smell to sell and brand is still relatively unexplored terrain, there are a few things we know:

                                1. Odor affects people in a variety of ways, from mood to concentration, memory recall, and emotion.
                                2. When olfactory stimulation is effective, this effectiveness depends on a complex interaction of odorant,
                                   personality characteristics and experimental manipulation.x
                                3. Memory for odor is markedly resistant to time, easily accessed and tends to be characterized
                                   by a high degree of emotion, clarity and vividness.xi
BrandSense™
Harvest Consulting Group, LLC                                         The Case for Smell                   Page 06




                                The Case for Smell (continued)


                                Selling With Scent

                                A decade ago, Singapore Airlines blazed new ground in sensory branding. By scenting the hot towels
                                that the flight attendants distribute before and after takeoff, they developed what is now the characteristic
                                Singapore Airlines smell. The British Airways business class lounge at Heathrow is infused with the smell
                                of freshly cut grass and the tangy scent of the sea. In another obvious example, Crayola believed the
                                smell of their crayons was important enough to their brand to trademark it.

                                Product development specialists seem acutely aware of the power of smell. In fact, the bulk of the
                                perfume industry’s income comes not from developing personal fragrances, but from scenting products.
                                Cleaning products, in particular, are very carefully scented. What does “clean” smell like? Traditional
                                wisdom, as we have seen, says lemon or pine – but perhaps there is room for expansion.

                                We scent products because smell is a powerful communication modality. It can be used to reduce
                                cognitive load, and to provide rich, emotionally satisfying experiences. From the waking aroma of breakfast
                                being cooked in the morning, to the centuries-old ability of doctors to diagnose various diseases by
                                smell alone, olfaction is only partially being exploited by brands for its ability to be recognized, alter
                                perceptions, evoke memories and stir emotions.

                                There are about 400,000 odors in the world, each of which can influence mood and behavior. It has been
                                shown, for example, that extracts from male sweat can affect the regularity of a woman’s menstrual cycle.
                                But aromas can also help induce consumers to spend money, and many companies are experimenting
                                with the new science of smell to create optimal shopping environments. “When the air quality is pleasant,
                                so is the shopping experience,” says Diotima von Kempski, whose Dusseldorf-based company, D.V.K.,
                                designs scents and ventilation systems for retail clients in Europe, Asia and the U.S. “If people feel good,
                                they buy more.”xii
BrandSense™
Harvest Consulting Group, LLC                                         The Case for Smell                    Page 07




                                The Case for Smell (continued)


                                Cataloging Scents With Demeter

                                New York-based Demeter Fragrances is taking the scent business into the future, cataloging thousands
                                of everyday, as well as unusual, smells. Their East Village boutique rotates in about 150 scents at a time.
                                “Our goal,” says founder Christopher Gable, “is to have every pleasurable scent in a bottle.”

                                Before releasing best sellers like Dirt, Gin & Tonic, and Tomato, Demeter does their research. “We’ve
                                been developing Gasoline for over six years,” Gable says, “it’s close, but we won’t bring it out until it’s
                                just right.” Working with the Monell Chemical Sense Center in Philadelphia, Gable understands the science
                                of smell as well as the art. “Smell is the most visceral of the senses because it is not interpreted by the
                                body before it passes over the brain. When a scent hits you, it’s a time of year, a specific place, a time
                                of day. We pick scents that evoke pleasant memories and experiences from our own lives as well as
                                our customers’.”

                                Demeter’s success and huge catalog has made them a lightning rod for corporations and product
                                developers wanting to expand their use of smell. From working to develop a Wine scent with Barringer
                                to creating smells for Disney, Toyota and Keds, Demeter is leading the charge to a future filled with pleasing,
                                evocative odors. “I think in the near term, we’ll find scents more and more prevalent in our environment,”
                                Gable predicts. Already he has helped companies scent clothes, shoes, cars, department stores – and
                                created private label scents, such as Great Barrier Reef, for the Nature Co. By cataloging so many scents,
                                Demeter is expanding our choices and helping to write and interpret the language of the senses.


                                The Technology of Smell

                                Pasadena, California-based Cyrano Sciences, is developing electronic sensors that will be able to smell
                                an environment and digitize the results. To give an idea of its accuracy, the company claims that the
                                Cyranose cannot only distinguish rice from cotton, it can identify where that grain of rice was grown.

                                On the other side of the smell spectrum, many companies are exploring how 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.
BrandSense™
Harvest Consulting Group, LLC                                          Putting the Senses Together            Page 08




                                Putting the Senses Together


                                Sounds, pictures, words, smells, tastes and tactile stimuli are not as important individually as the relationships
                                between them and the brand. People react to brands holistically. When Van Gogh painted with green
                                he knew how orange would react next to it. In the same way, when we associate a sound with a brand,
                                we need to know how it will interact with the pictures, or tastes, that are also associated with it.

                                We must build brands in the same way people react to them: holistically. We must use sound, smell, and
                                taste (all of the senses) as part of the same palate that blends to form a complete BrandSense connection.

                                In much the same way, any sensory stimuli used must be compatible with the brand or product. A 1992
                                Bone & Jantrania study found that lemon-scented cleaner was rated more positively than coconut-scented
                                cleaner. Conversely, coconut-scented sunscreen lotion was rated more positively than was lemon-scented
                                lotion. Both odors were regarded as pleasant.xiii Any pleasant scent is perceived as nice, it seems, but
                                in order to influence purchasing decisions the scent should be associated with the product.
BrandSense™
Harvest Consulting Group, LLC                                       BrandSense™ Cases                  Page 09




                                BrandSense™ Cases


                                Everyone can smell McDonald’s from at least a block away, and anyone who has spent time inside
                                a Starbucks has a sense of the type of music they play. So how does BrandSense apply to other brands,
                                which generally offer something intangible – like expertise?

                                BrandSense is just as important in business-to-business as it is with services companies. A core part
                                of the brand experience is the customer’s perception of how you measured up to your brand promise.
                                Did you deliver on what you said you would? Was the customer’s experience positive? Did your
                                communications technology work seamlessly?

                                If you want your brand to be recognized, to create an impression with your audience and a perception
                                of your company, then your brand needs to pay attention to sensory influence in much the same way
                                as product brands – perhaps more. Does your brand have a personality? Are you targeting a traditional
                                audience, or a younger audience with different perceptions on life and money? You need to identify
                                those ideals, build a personality around your brand that fits your target audience, and attach correct
                                and effective sensory associations to your brand.

                                As your brand develops in the minds of your target audience, the image of who you are and what you
                                do will be transformed into audience perceptions. These perceptions can save you time, open doors and
                                work for you without your physical presence. Your brand should also play a major role in your recruiting
                                and employee retention efforts.

                                (case studies on following page)
BrandSense™
Harvest Consulting Group, LLC                                         BrandSense™ Cases                     Page 10




                                BrandSense™ Cases (continued)


                                FedEx, already one of the world’s strongest brands, has spent the last two years on a complete redesign
                                of its image – overhauling everything from its customer service centers to drop boxes. FedEx understands
                                there is an opportunity to send an emotional brand message at every point of contact with the consumer –
                                from the way a drop box sounds when you close it to creating favorable impressions from the look
                                of bags and carts and trucks. By fixing what isn’t yet broken and forming a brand “language” for the
                                entire company, FedEx is leading the way in 21st Century multi-sensory branding.


                                E*Trade, from its trademark asterisk to its reputation of online excellence, is now popping into the brick
                                and mortar world and bringing its brand to life. The new 35,000-square-foot E*TRADE Center in New York
                                gives consumers an opportunity to experience the breadth and depth of the brand. With broadband
                                workstations, access to all of their services, seminars, and a gourmet café, E*TRADE is taking their
                                online brand promise to the senses. Now consumers can smell, touch, taste and hear what E*TRADE
                                is all about. New ATM stations and a Mobile E*TRADE Center complete the picture.


                                Starbucks. As its web site exclaims, “The Starbucks Experience is as much about quality and service
                                as it is about the superior taste of our coffee.” From its partnerships with Hear Music and The New York Times
                                to its strategic placement in Barnes & Noble bookstores, Starbucks sells a complete sensory experience—
                                the smell of the coffee, the music, the decor, even the energy of the baristas serving you. Buying
                                a Starbucks coffee is meant to be an event that transports you to another place, even if you can’t bring
                                yourself to say “grande” when you order a large coffee.


                                JetBlue. An offbeat airline with a distinctive brand personality, from the moment you log in to their web site
                                or sit down in their airplanes, JetBlue has broken all kinds of records in the airline industry. Their message
                                is simplicity, honesty and superlative service spoken in a language you can understand. Their web site
                                is easy to use and navigate. Their customer service representatives are friendly and down-to-earth, and
                                those booking reservations with you on the phone are working from home. They’re up front about the
                                food: “We’re only providing snacks to keep prices down, so please bring food on board.” Their flight
                                attendants actually help you hoist your bags into the overhead compartments. It’s an innovative brand
                                that uses technology but infuses an old-fashioned sense of customer service.
BrandSense™
Harvest Consulting Group, LLC                                       Giving Your Brand Some BrandSense™   Page 11




                                Giving Your Brand Some BrandSense™


                                BrandSense infuses strategic business thinking into all of a company’s aesthetic decisions, which
                                together make up its brand. BrandSense is also a way to distill a brand down to its essence, without all
                                the jargon and nonsense that often accompanies branding efforts. It’s a way of perceiving a brand that
                                takes into account the way we perceive the world.

                                Sight. Sound. Taste. Touch. Smell. = BrandSense

                                What your customers take in with their five senses is what ultimately creates a Brand Experience.
                                From each Brand Experience comes the perception of who you are: your Brand Personality.

                                We conduct BrandStorms to help your team look at your brand in a different light. By starting with the
                                most basic units of branding (your senses), you can more clearly evaluate your brand’s personality
                                and learn how your target audience is experiencing your brand every day.


                                The Brand Wheel: Creating Tasty Ideas

                                Using a Brand Sensory Wheel, you can dissect brands and build marketing ideas that will impact the
                                brand experience of your customers, employees and other key audiences.
BrandSense™
Harvest Consulting Group, LLC                                         Quantitative Analysis:                Page 12
                                                                      The BrandSense Audit™, SensePlan™




                                Quantitative Analysis: BrandSense Audit™, SensePlan™


                                Senses as a whole have not been given the same amount of consideration as words and pictures when
                                a brand or marketing campaign is conceptualized. With television ads, for instance, the effect of sound
                                tends to be treated intuitively and is typically left to the final phases of production. Ironically, when the
                                piece is completed, sound is granted critical status. Senses such as smell and touch are largely left
                                unexplored at every phase of the branding and marketing process.

                                Most companies do not fully understand how they are using the five senses to create recognition and
                                alter perceptions. Environmental design plays a role in Multi-Sensory branding. For service companies,
                                Multi-Sensory branding often represents the most important way clients experience the brand. Yet it is
                                treated as an extension, not as the heart and soul, of a brand.

                                The primary reason for overlooking the senses is a dearth of quantitative information. Where can the
                                Marketing Director of an insurance company go to learn how to incorporate the sense of smell or taste
                                into a brand? Where are the facts and figures to support assertions about what sensory perceptions
                                mean to people?


                                BrandSense Audit™

                                Harvest Consulting Group LLC has developed a quantitative method for analyzing a brand according
                                to our senses. Our BrandSense Audit will look at a company’s complete brand and form a clear picture
                                of how it is using the senses, and to what effect. Once the audit is complete, the brand can be graphed
                                and measured against benchmarks. A competitive analysis compares your brand to key competitors,
                                highlighting ignored areas that can be exploited.


                                Sample BrandSense Audit Chart




                                SensePlan™

                                Using the quantitative information pulled from the BrandSense Audit, Harvest will develop a SensePlan
                                for your brand. The SensePlan unites your brand through personality and promise, and assigns a role
                                for each of the senses within your brand architecture. By plotting a powerful use for each of the five senses,
                                a SensePlan reaches your audience, and your employees at every point of contact, ensuring a consistent
                                and effective representation of your brand.
BrandSense™
Harvest Consulting Group, LLC                                       Conclusion                          Page 13




                                Conclusion


                                When reinventing your brand, go back to the building blocks of how your customers create impressions:
                                the five senses.

                                BrandSense is a great way to get outside of preconceived notions about your brand and go one step
                                beyond the customer’s voice. Get to the customer’s other senses and let your employees become
                                brand advocates as they also experience your brand with their senses.

                                Branding doesn’t have to be an endless exercise that leaves marketing teams exhausted from PowerPoint
                                presentations filled with branding jargon. Instead, it can connect with the team and their five senses,
                                empowering them to experience the brand in new and authentic ways.

                                Let the Sensing begin.
BrandSense™
Harvest Consulting Group, LLC                                          Sources                             Page 14




                                Sources


                                i
                                       Branding Without a Brand, Martin Lindstrom, Clickz.com, July 27, 2000
                                ii
                                       Olfactory Research Fund, “Benefits of Fragrances,” New York, NY p. 5
                                iii
                                       Desmond Butler and Helen Gibson, “Attention All Shoppers,” Time Magazine, 2 August, 1999
                                iv
                                       Dr. G. Neil Martin, “Smell: Can We Use it to Manipulate Behavior,” RSA Lectures, March 3, 1999,
                                       Cognition and Brain Science Research Center.
                                v
                                       The Media Equation, Byron Reeves and Clifford Nass, CSLI Publications and Cambridge
                                       University Press
                                vi
                                       Dr. G. Neil Martin, “Smell: Can We Use it to Manipulate Behavior.”
                                vii
                                       Suzanne Christiansen, “The Coming of Age of Aroma-Chology,” Soap/Cosmetics/Chemical
                                       Specialties, April 1991, pp. 30-31
                                viii
                                       Olfactory Research Fund, “Benefits of Fragrances,” New York, NY p. 5
                                ix
                                       Olfactory Research Fund, “Living Well With Your Sense of Smell,” New York, NY: 1992, p. 16
                                x
                                       Laird 1935; Engen & Ross, 1973; Hertz and Cupchik 1992
                                xi
                                       Laird 1935; Engen & Ross, 1973; Hertz and Cupchik 1992
                                xii
                                       Desmond Butler and Helen Gibson, “Attention All Shoppers,” Time Magazine, 2 August, 1999
                                xiii
                                       Dr. G. Neil Martin, “Smell: Can We Use it to Manipulate Behavior,” RSA Lectures, March 3, 1999.
                                       Cognition and Brain Science Research Center.




                                Use of company logos in this document, or any mention of a company, does not constitute
                                an endorsement of Harvest Consulting Group LLC or any of our products or services.
BrandSense™
Harvest Consulting Group, LLC                             Contact Us   Page 15




                                Contact Us


                                Visit:
                                222 Fifth Avenue
                                Floor 4
                                New York New York 10001

                                Call:
                                212 651 8660

                                Email:
                                info@harvestconsult.com

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Brandsense

  • 1. BrandSense ™ Building Brands with Sensory Experiences ©2001 Harvest Consulting Group, LLC
  • 2. BrandSense™ Harvest Consulting Group, LLC Table of Contents Table of Contents BrandSense™ Introduction 01 A Time for the Senses 02 Recognition and Perception 03 The Sense Connection 04 The Case for Smell 05 Putting the Senses Together 08 BrandSense™ Cases 09 Giving Your Brand Some BrandSense™ 11 Quantitative Analysis: BrandSense Audit™, SensePlan™ 12 Conclusion 13 Sources 14 Contact Us 15
  • 3. BrandSense™ Harvest Consulting Group, LLC BrandSense™ Introduction Page 01 BrandSense™ Introduction Executive Summary BrandSense™ is a holistic way of understanding, deconstructing and building a brand by taking into account how, and where, it impresses each of our five senses. How does a brand look? How does it taste and smell? Is it soft to the touch like cashmere, or does it evoke the sizzle of the summer? Is your brand’s soundtrack closer to Barry White or Bach? We’ll show you how a sensory approach cuts away the jargon typically associated with marketing and branding efforts, leaving only the base elements, or building blocks, that make up a perception. Highlights of The BrandSense Journey Why is smell so important and why are many companies investing in it? > What happens when you put all the senses to work for you? > Which companies are doing it well? > How can you give your brand some BrandSense? > How to Read this BrandSense Paper 1. Leave your office chair. 2. Go to that place where you get to think and leave the email behind for a few moments. 3. Get your favorite drink, an iced-cold Latte, a flavored water or… 4. Sip and think. 5. Smile a few times. 6. Talk out loud. 7. Think about your Brand in a different way.
  • 4. BrandSense™ Harvest Consulting Group, LLC A Time for the Senses Page 02 A Time for the Senses In a time of intense mergers and acquisitions, many companies are suffering from “Brand Blur.” While we have five senses, few companies pay attention to the “complete” effect their brand can have on people. Looking at your brand differently from your competitors’ and presenting a cohesive and comprehensive sensory experience can create an image that will have more staying power in the minds of your customers and prospects. Research conducted a year ago showed that aural communication is just as important as visual communication. Testing Intel Inside®, the researchers documented that the Intel melody was as recognizable and memorable to the consumer as the Intel Inside logo.i Similarly, Dr. Trygg Engen of Brown University conducted studies that found our ability to recall scents and odors is much greater than our ability to recall what we have seen.ii Clearly, many corporations are losing opportunities to fully exploit their brands. B.O.C. Gases of Guildford, England, is one of several companies that has carried out commercial scent experiments for clients. It tried out the aroma of newly washed linen for Thomas Pink, the famous shirtmakers in London’s Jermyn Street, and tested the fragrance of fresh leather in the showrooms of a car dealership. Duncan Roberts, B.O.C.’s sales and marketing manager, said that companies have even approached him regarding the creation of “corporate smells” to go along with their corporate logos.iii The practical applications of BrandSense are broad–ranging, from helping you gain a clearer picture of how your brand is perceived in the marketplace, to developing ideas for complete environmental design. We’ll take an in-depth look at the senses. From brain science breakthroughs to psychological studies and startling aroma technology, we’ll dissect the senses and their importance to branding.
  • 5. BrandSense™ Harvest Consulting Group, LLC Recognition and Perception Page 03 Recognition and Perception Every brand strives to impress its audience. Companies spend inordinate amounts of money to create or alter two things: recognition and perception. Recognition and perception, in turn, can only be perceived through one of five senses. All knowledge, in fact, 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. How the mind makes the leap from sight to symbol recognition to, say, elation, is still relatively uncharted territory. Still, barring divine brand intervention, everything consumers know about your brand begins with recognition and perception through the five senses. Like atoms in physics or molecules in chemistry, the senses represent the most basic units in the science and art of branding. Ever since we began walking and raised our noses from the ground, vision came to dominate our view of the world. Much of the information we receive to enable us to live enjoyably and effectively is visual or auditory. This is clearly reflected in the way we think about advertising and branding. In today’s world, we have a tendency to give less consideration to our primitive senses – touch, smell and taste.iv In an environment flooded with sights and sounds, advertisers competing against the clamor to get their message heard may want to focus on these “older” senses of touch, smell and taste. Not only does this distinguish the brand itself but it can also affect a person in a much more emotional, even instinctual way.
  • 6. BrandSense™ Harvest Consulting Group, LLC The Sense Connection Page 04 The Sense Connection Companies attempt to reach customers’ senses through broadcast advertising, print ads, direct mail, word-of-mouth and the product itself, as well as a myriad of other more ethereal ways. Advertising uses visual and audio stimulation prevalently, often to evoke a smell or touch that can, in turn, trigger an array of emotions and sentiments. To appreciate your brand’s sense connection, to reinvigorate it or create a sense connection, you must understand the associations that different kinds of sensory input can make in people’s minds. While associations are not perfect, and cultural differences do exist, you can link your brand to attributes and emotions directly through the senses. If your brand personality is “Adventurous and Luxurious”–say, Land Rover–smells you want to associate with the brand might include spices, sea air and fine leather. You might even try to recreate that pleasant “new car smell,” as used-car dealerships have been doing for years. Translating the Language of the Senses 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. In much the same way, our senses inform and influence our entertainment and buying experiences. In The Media Equation (CSLI Publications and Cambridge University Press), authors Byron Reeves and Clifford Nass showed that audio fidelity can be a more powerful force than video fidelity — movie audiences actually perceive increased visual quality when only the quality of the audio has been enhanced.v In retail environments, brand managers are giving more thought to their brand’s “soundtrack.” According to The New York Times, vw.com found that since it added music to its site, the average visitor stayed five minutes longer. The use of sensual stimuli provides a language of context, a language that is culturally rich and highly sophisticated. Sinister background chords signal the bad guy in a television show; the smell of hotcakes on the griddle signals breakfast; the feel of cashmere signals quality, and so on. Our senses provide the context by which we form opinions and personal connections. They create expectations that we hope will be fulfilled. Brand relationships operate in much the same way. Brands have personalities: they have attitudes and communicate expectations. A brand’s promise also works in a similar way to the expectations created through the senses. If a financial brand, for instance, associates itself with the sound of a champagne cork popping, the audience may expect celebratory profits. Sense Language for Smell Adventure Salty Air Sawdust Mud Fuel Mint Spice Tradition Leather Wood Tea Wool Cedar Rose Nurturing Vanilla Baby powder Apples Cinnamon Lavender Cotton Sophisticated Wine Perfume Cigar smoke Oak Scotch Musk
  • 7. BrandSense™ Harvest Consulting Group, LLC The Case for Smell Page 05 The Case for Smell The absolute human threshold for the olfactory sense has been estimated to be 10,000 times as sensitive as taste, with about 400,000 identifiable odors.vi Yet few people’s sense of smell is so acutely developed. Often we are left with a tip-of-the-tongue feeling – a smell we recognize, are stirred by, but can’t quite place. Sherlock Holmes believed that any good detective should have knowledge of at least 75 aromas, but a random sample of detectives would probably reveal knowledge of fewer than five. The new science of Aroma-Chology was conceived by the Olfactory Research Fund. In their words, it is “the scientifically-based, interrelationship of clinical, psychological studies and the latest in fragrance technology to transmit through odor on the body and in the environment, a variety of specific feelings – relaxation, exhilaration, sensuality, happiness and personal fulfillment – directly to the pleasure center of the brain, the seat of our emotions, memory and creativity.”vii Scientists know that there is a close connection between olfaction and both memory and emotional cognitive processes. This may be attributable to the location of our odor memory bank. The human odor response is controlled by the brain’s limbic system, the same system that controls our emotional and sexual response, artistic abilities, perceptions of space, etc.viii The additional fact that olfaction is a chemical sense requiring the ingestion of physical particles allows for interesting interactions with other bodily processes. Since the National Institutes of Health increased its olfaction research in the early 1980’s, numerous studies show that fragrances and odors have definite effects on people, from reducing anxiety in stressful situations to elevating or improving mood. It also has been found that fragrances can affect quality of sleep and often evoke long-forgotten emotional memories. Each odor, smell or fragrance, from bananas to roses to skunks, has a unique pattern of activity in the brain, therefore creating a specific response to that item.ix What We Know About Smell While using smell to sell and brand is still relatively unexplored terrain, there are a few things we know: 1. Odor affects people in a variety of ways, from mood to concentration, memory recall, and emotion. 2. When olfactory stimulation is effective, this effectiveness depends on a complex interaction of odorant, personality characteristics and experimental manipulation.x 3. Memory for odor is markedly resistant to time, easily accessed and tends to be characterized by a high degree of emotion, clarity and vividness.xi
  • 8. BrandSense™ Harvest Consulting Group, LLC The Case for Smell Page 06 The Case for Smell (continued) Selling With Scent A decade ago, Singapore Airlines blazed new ground in sensory branding. By scenting the hot towels that the flight attendants distribute before and after takeoff, they developed what is now the characteristic Singapore Airlines smell. The British Airways business class lounge at Heathrow is infused with the smell of freshly cut grass and the tangy scent of the sea. In another obvious example, Crayola believed the smell of their crayons was important enough to their brand to trademark it. Product development specialists seem acutely aware of the power of smell. In fact, the bulk of the perfume industry’s income comes not from developing personal fragrances, but from scenting products. Cleaning products, in particular, are very carefully scented. What does “clean” smell like? Traditional wisdom, as we have seen, says lemon or pine – but perhaps there is room for expansion. We scent products because smell is a powerful communication modality. It can be used to reduce cognitive load, and to provide rich, emotionally satisfying experiences. From the waking aroma of breakfast being cooked in the morning, to the centuries-old ability of doctors to diagnose various diseases by smell alone, olfaction is only partially being exploited by brands for its ability to be recognized, alter perceptions, evoke memories and stir emotions. There are about 400,000 odors in the world, each of which can influence mood and behavior. It has been shown, for example, that extracts from male sweat can affect the regularity of a woman’s menstrual cycle. But aromas can also help induce consumers to spend money, and many companies are experimenting with the new science of smell to create optimal shopping environments. “When the air quality is pleasant, so is the shopping experience,” says Diotima von Kempski, whose Dusseldorf-based company, D.V.K., designs scents and ventilation systems for retail clients in Europe, Asia and the U.S. “If people feel good, they buy more.”xii
  • 9. BrandSense™ Harvest Consulting Group, LLC The Case for Smell Page 07 The Case for Smell (continued) Cataloging Scents With Demeter New York-based Demeter Fragrances is taking the scent business into the future, cataloging thousands of everyday, as well as unusual, smells. Their East Village boutique rotates in about 150 scents at a time. “Our goal,” says founder Christopher Gable, “is to have every pleasurable scent in a bottle.” Before releasing best sellers like Dirt, Gin & Tonic, and Tomato, Demeter does their research. “We’ve been developing Gasoline for over six years,” Gable says, “it’s close, but we won’t bring it out until it’s just right.” Working with the Monell Chemical Sense Center in Philadelphia, Gable understands the science of smell as well as the art. “Smell is the most visceral of the senses because it is not interpreted by the body before it passes over the brain. When a scent hits you, it’s a time of year, a specific place, a time of day. We pick scents that evoke pleasant memories and experiences from our own lives as well as our customers’.” Demeter’s success and huge catalog has made them a lightning rod for corporations and product developers wanting to expand their use of smell. From working to develop a Wine scent with Barringer to creating smells for Disney, Toyota and Keds, Demeter is leading the charge to a future filled with pleasing, evocative odors. “I think in the near term, we’ll find scents more and more prevalent in our environment,” Gable predicts. Already he has helped companies scent clothes, shoes, cars, department stores – and created private label scents, such as Great Barrier Reef, for the Nature Co. By cataloging so many scents, Demeter is expanding our choices and helping to write and interpret the language of the senses. The Technology of Smell Pasadena, California-based Cyrano Sciences, is developing electronic sensors that will be able to smell an environment and digitize the results. To give an idea of its accuracy, the company claims that the Cyranose cannot only distinguish rice from cotton, it can identify where that grain of rice was grown. On the other side of the smell spectrum, many companies are exploring how 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.
  • 10. BrandSense™ Harvest Consulting Group, LLC Putting the Senses Together Page 08 Putting the Senses Together Sounds, pictures, words, smells, tastes and tactile stimuli are not as important individually as the relationships between them and the brand. People react to brands holistically. When Van Gogh painted with green he knew how orange would react next to it. In the same way, when we associate a sound with a brand, we need to know how it will interact with the pictures, or tastes, that are also associated with it. We must build brands in the same way people react to them: holistically. We must use sound, smell, and taste (all of the senses) as part of the same palate that blends to form a complete BrandSense connection. In much the same way, any sensory stimuli used must be compatible with the brand or product. A 1992 Bone & Jantrania study found that lemon-scented cleaner was rated more positively than coconut-scented cleaner. Conversely, coconut-scented sunscreen lotion was rated more positively than was lemon-scented lotion. Both odors were regarded as pleasant.xiii Any pleasant scent is perceived as nice, it seems, but in order to influence purchasing decisions the scent should be associated with the product.
  • 11. BrandSense™ Harvest Consulting Group, LLC BrandSense™ Cases Page 09 BrandSense™ Cases Everyone can smell McDonald’s from at least a block away, and anyone who has spent time inside a Starbucks has a sense of the type of music they play. So how does BrandSense apply to other brands, which generally offer something intangible – like expertise? BrandSense is just as important in business-to-business as it is with services companies. A core part of the brand experience is the customer’s perception of how you measured up to your brand promise. Did you deliver on what you said you would? Was the customer’s experience positive? Did your communications technology work seamlessly? If you want your brand to be recognized, to create an impression with your audience and a perception of your company, then your brand needs to pay attention to sensory influence in much the same way as product brands – perhaps more. Does your brand have a personality? Are you targeting a traditional audience, or a younger audience with different perceptions on life and money? You need to identify those ideals, build a personality around your brand that fits your target audience, and attach correct and effective sensory associations to your brand. As your brand develops in the minds of your target audience, the image of who you are and what you do will be transformed into audience perceptions. These perceptions can save you time, open doors and work for you without your physical presence. Your brand should also play a major role in your recruiting and employee retention efforts. (case studies on following page)
  • 12. BrandSense™ Harvest Consulting Group, LLC BrandSense™ Cases Page 10 BrandSense™ Cases (continued) FedEx, already one of the world’s strongest brands, has spent the last two years on a complete redesign of its image – overhauling everything from its customer service centers to drop boxes. FedEx understands there is an opportunity to send an emotional brand message at every point of contact with the consumer – from the way a drop box sounds when you close it to creating favorable impressions from the look of bags and carts and trucks. By fixing what isn’t yet broken and forming a brand “language” for the entire company, FedEx is leading the way in 21st Century multi-sensory branding. E*Trade, from its trademark asterisk to its reputation of online excellence, is now popping into the brick and mortar world and bringing its brand to life. The new 35,000-square-foot E*TRADE Center in New York gives consumers an opportunity to experience the breadth and depth of the brand. With broadband workstations, access to all of their services, seminars, and a gourmet café, E*TRADE is taking their online brand promise to the senses. Now consumers can smell, touch, taste and hear what E*TRADE is all about. New ATM stations and a Mobile E*TRADE Center complete the picture. Starbucks. As its web site exclaims, “The Starbucks Experience is as much about quality and service as it is about the superior taste of our coffee.” From its partnerships with Hear Music and The New York Times to its strategic placement in Barnes & Noble bookstores, Starbucks sells a complete sensory experience— the smell of the coffee, the music, the decor, even the energy of the baristas serving you. Buying a Starbucks coffee is meant to be an event that transports you to another place, even if you can’t bring yourself to say “grande” when you order a large coffee. JetBlue. An offbeat airline with a distinctive brand personality, from the moment you log in to their web site or sit down in their airplanes, JetBlue has broken all kinds of records in the airline industry. Their message is simplicity, honesty and superlative service spoken in a language you can understand. Their web site is easy to use and navigate. Their customer service representatives are friendly and down-to-earth, and those booking reservations with you on the phone are working from home. They’re up front about the food: “We’re only providing snacks to keep prices down, so please bring food on board.” Their flight attendants actually help you hoist your bags into the overhead compartments. It’s an innovative brand that uses technology but infuses an old-fashioned sense of customer service.
  • 13. BrandSense™ Harvest Consulting Group, LLC Giving Your Brand Some BrandSense™ Page 11 Giving Your Brand Some BrandSense™ BrandSense infuses strategic business thinking into all of a company’s aesthetic decisions, which together make up its brand. BrandSense is also a way to distill a brand down to its essence, without all the jargon and nonsense that often accompanies branding efforts. It’s a way of perceiving a brand that takes into account the way we perceive the world. Sight. Sound. Taste. Touch. Smell. = BrandSense What your customers take in with their five senses is what ultimately creates a Brand Experience. From each Brand Experience comes the perception of who you are: your Brand Personality. We conduct BrandStorms to help your team look at your brand in a different light. By starting with the most basic units of branding (your senses), you can more clearly evaluate your brand’s personality and learn how your target audience is experiencing your brand every day. The Brand Wheel: Creating Tasty Ideas Using a Brand Sensory Wheel, you can dissect brands and build marketing ideas that will impact the brand experience of your customers, employees and other key audiences.
  • 14. BrandSense™ Harvest Consulting Group, LLC Quantitative Analysis: Page 12 The BrandSense Audit™, SensePlan™ Quantitative Analysis: BrandSense Audit™, SensePlan™ Senses as a whole have not been given the same amount of consideration as words and pictures when a brand or marketing campaign is conceptualized. With television ads, for instance, the effect of sound tends to be treated intuitively and is typically left to the final phases of production. Ironically, when the piece is completed, sound is granted critical status. Senses such as smell and touch are largely left unexplored at every phase of the branding and marketing process. Most companies do not fully understand how they are using the five senses to create recognition and alter perceptions. Environmental design plays a role in Multi-Sensory branding. For service companies, Multi-Sensory branding often represents the most important way clients experience the brand. Yet it is treated as an extension, not as the heart and soul, of a brand. The primary reason for overlooking the senses is a dearth of quantitative information. Where can the Marketing Director of an insurance company go to learn how to incorporate the sense of smell or taste into a brand? Where are the facts and figures to support assertions about what sensory perceptions mean to people? BrandSense Audit™ Harvest Consulting Group LLC has developed a quantitative method for analyzing a brand according to our senses. Our BrandSense Audit will look at a company’s complete brand and form a clear picture of how it is using the senses, and to what effect. Once the audit is complete, the brand can be graphed and measured against benchmarks. A competitive analysis compares your brand to key competitors, highlighting ignored areas that can be exploited. Sample BrandSense Audit Chart SensePlan™ Using the quantitative information pulled from the BrandSense Audit, Harvest will develop a SensePlan for your brand. The SensePlan unites your brand through personality and promise, and assigns a role for each of the senses within your brand architecture. By plotting a powerful use for each of the five senses, a SensePlan reaches your audience, and your employees at every point of contact, ensuring a consistent and effective representation of your brand.
  • 15. BrandSense™ Harvest Consulting Group, LLC Conclusion Page 13 Conclusion When reinventing your brand, go back to the building blocks of how your customers create impressions: the five senses. BrandSense is a great way to get outside of preconceived notions about your brand and go one step beyond the customer’s voice. Get to the customer’s other senses and let your employees become brand advocates as they also experience your brand with their senses. Branding doesn’t have to be an endless exercise that leaves marketing teams exhausted from PowerPoint presentations filled with branding jargon. Instead, it can connect with the team and their five senses, empowering them to experience the brand in new and authentic ways. Let the Sensing begin.
  • 16. BrandSense™ Harvest Consulting Group, LLC Sources Page 14 Sources i Branding Without a Brand, Martin Lindstrom, Clickz.com, July 27, 2000 ii Olfactory Research Fund, “Benefits of Fragrances,” New York, NY p. 5 iii Desmond Butler and Helen Gibson, “Attention All Shoppers,” Time Magazine, 2 August, 1999 iv Dr. G. Neil Martin, “Smell: Can We Use it to Manipulate Behavior,” RSA Lectures, March 3, 1999, Cognition and Brain Science Research Center. v The Media Equation, Byron Reeves and Clifford Nass, CSLI Publications and Cambridge University Press vi Dr. G. Neil Martin, “Smell: Can We Use it to Manipulate Behavior.” vii Suzanne Christiansen, “The Coming of Age of Aroma-Chology,” Soap/Cosmetics/Chemical Specialties, April 1991, pp. 30-31 viii Olfactory Research Fund, “Benefits of Fragrances,” New York, NY p. 5 ix Olfactory Research Fund, “Living Well With Your Sense of Smell,” New York, NY: 1992, p. 16 x Laird 1935; Engen & Ross, 1973; Hertz and Cupchik 1992 xi Laird 1935; Engen & Ross, 1973; Hertz and Cupchik 1992 xii Desmond Butler and Helen Gibson, “Attention All Shoppers,” Time Magazine, 2 August, 1999 xiii Dr. G. Neil Martin, “Smell: Can We Use it to Manipulate Behavior,” RSA Lectures, March 3, 1999. Cognition and Brain Science Research Center. Use of company logos in this document, or any mention of a company, does not constitute an endorsement of Harvest Consulting Group LLC or any of our products or services.
  • 17. BrandSense™ Harvest Consulting Group, LLC Contact Us Page 15 Contact Us Visit: 222 Fifth Avenue Floor 4 New York New York 10001 Call: 212 651 8660 Email: info@harvestconsult.com