Connect to your customers and consumers at a deeper level. Intensify the relationship. Why using all of the senses intensifies you brand experience.

1. intensifying your brand experience
& building your brand equity and loyalty
in the new age of WOM marketing

2. It’s no longer good enough for your brand
experience to simply appeal to the 5 senses
.

3. have the power to transform your
consumers minds, change their mood
and the way they think, feel and relate?

4. 10% Conscious Mind
(analytical, logical, will power)
90% Subconscious Mind
(instincts, reflex, emotions
feelings, emotions, self)

5. Deeper connections must be made to the
users mind and their core
emotions and feelings.
Outer Self
Inner Self
True
Self

6. Emotions & deep feelings are controlled in
2 brain systems
the limbic and autonomic nerve systems
(vs. in the thinking, logical, problem solving, on-purpose cerebrum)

7. The emotional reactions of the limbic
and autonomic nerve systems ….
Every time he
smells her
fragrance his
reaction
is the same.

8. ...can be triggered by the senses but
have a more intense emotional
response.
Nothing says
I’m home like the
taste of my
Mom’s cooking.

9. Seeing a news clip I
always relive the pain
of the of my own
experience. However,
what joy and relief I felt
when I opened the safe
to see all of my
grandparents photos
were protected.

10. Ever since I was a little girl,
I loved feeling the sand
between my toes. It just
keeps getting better.
Now I want the same for my daughter.

11. Mood-altering Marketing results in
“share of heart & soul”
Body
What You See
Outer Self Game Face
Sports
Mind Clothes
Image What You Think
Make Up
Inner Self
Opinions Relations
Car
Unmet Dreams
Job needs Heart & Soul
What You Feel
Analysis
True Self Contrast
Shoes House
Self talk
Compare
Problem solving
Jewelry Latest
Expectations Gadget

12. Which emotions are
your brand capable
of reaching?
Wheel of Emotions
Robert Plutchik (1980)

13. Meeting unmet needs translates to
opinions and thinking and leads to brand
consideration.
Unmet Brand Brand Emotional
Need Consideration Experience Relevance
intensifies the emotional response.

14. The more a brand connects to the consumers
mind at every level, the more equity and loyalty is
built, the more it cuts through the clutter of our
busy lives, the more it motivates the user to
tell others of their experience.
Levels of Mood-altering Motivation
Connection Experience • Relationship with
brand
• 5 senses •Loyalty
• WOM sharing
• Conscious •Equity • Social networking
• Subconscious

15. Learn to use
to intensify your brand experience
and build your brand equity and loyalty
in the new age of WOM marketing