Engage the five senses to create expectations in delivering your brand promise.

1. how do you want to be remembered?
E X H I B I T I N G

2. how do you want to be remembered?
Benjamin Franklin
Tell me and I forget.
Teach me and I remember.
Involve me and I learn.

3. Recognition and Perception are the two players
that brands employ to impress its audience.
Recognition and perception, can only be perceived through one of five senses.
All knowledge, 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.
Everything consumers know about your brand
begins with recognition and perception through
the five senses.
Like atoms in physics or molecules in chemistry,
the five senses represent the most basic units in the
science and art of branding.

4. Our senses provide the context by which we form
opinions and personal connections. They create
expectations that we hope will be fulfilled.
A brand’s promise works in a similar way to the expectations created through the senses.

5. Sight is one of the most easily deceived senses.
I could make a coin disappear and your eyes would
believe it gone, even if it were merely up my sleeve.
Megan Chance, The Spiritualist

6. sight is the most relied upon
sense to drive first impression!
80% of visual information is related to color: Color conveys information.
Color increases brand recognition by up to 80 percent.
Color increases comprehension by 73 percent.
Color can be up to 85 percent of the reason people
decide to buy.
Color Marketing Group
THE profit of COLOR

7. “If you put a special color on a product, with a
higher price point, it becomes a class signifier.”
Leslie Harraington, Color Consultant
Leatrice Eiseman, CMG, international
color authority and CMG Senior Chairholder
Leatherman Tools saw a market share increase based
on my color recommendations. I created the vibrant and
unexpected colors for their “Juice” line—a far cry from
simple stainless - and they are attention-riveting at the
point of purchase. Very importantly, the colors will
remain current for several years.

8. 2,500 vehicles sold in just over a month
when Beetles was offered in reflex yellow
and vapor blue at a premium price,
limited edition only.

9. Humans can only process a limited number of stimuli at one time.
Color plays a critical role in drawing
the eye and attracting our attention.

10. The iconic CK One bottle {2011 Edition} is painted in intensive blue, red and yellow shades.
It conveys cool, clean, dependable: yet energetic,
ambitious, passionate and sensual.

11. Red tends to raise blood pressure, pulse rate and excite brain waves
proactive, powerful, passionate, dangerous

12. Across cultures, red has the most powerful effect on human emotions
Coke has capitalized on it!

13. happy, energetic, confident,seat of inner creativity
Orange

14. warm,ambitious,energetic,innovative

15. Purple
fantasy, mysticism, imagination

16. Pink
fun, intelligent, playful, agile
magenta

17. stable,reliable,traditional
Brown

18. “Major clients tended to agree to any color ... as long as it was blue.”
dependable, loyal, cold, clean, leader
“The Power of the Palette”, Joan Voight

19. Green
natural,fertile,conservative
wealthy

20. Pure, innocent, clean WHITE contradicts
authoritative, strong, powerful BLACK
to enhance individualistic style

21. Color fondness and color relationship vary by region and culture
In China and Japan gray is associated with inexpensive products while
gray suggest quality in United States. In Great Britain purple is associ-
ated with royalty, in Mexico and in some parts of India,
purple is the color of death and mourning.
Color is interpreted differently than color hues.
Lighter-value blues is considered calming across
most cultures but responses to other
shades varies. Dark green is a
“high-calm” color in U.S., Great
Britain, and Korea; medium
green in Italy and Germany and
brown in Japan.

22. Color is often the one thing that will pull people
in a particular direction. They will choose it
simply because the color speaks to them.
Leatrice Eiseman

23. “Color gives the message of what the product is all about.”
how do you want to be remembered?

24. In the 1970s,
IBM launched a
silent typewriter.
BAD IDEA.
IBM added electronic
sounds to replace the
natural noise it had
worked
to eliminate.

25. When the clank of the falling coins were replaced by the silent
cashless slot machines revenue dropped dramatically and the
original slot machines were quickly re-nstalled !
Removing a familiar product noise can backfire!

26. sound has the power to create
emotional connections and
trigger powerful memories.
Sound marketing has much to do with the absence of noise as its presence
THE ideal SOUND
In the 1990s Daimler Chrysler created a
10-engineer department whose sole task
was to create the ideal sound for the
opening and closing of the car door.

27. Quiet woosh of steaming milk, bean grinders and
clicking dishes create the “Sound of Starbucks”

28. Heavy bass, loud and upbeat, eliminating gaps
between tracks, creates a youthful
night club-like atmosphere.
Music congruent with the brand identity!

29. Classical music captures a sense of upscale aura for
this glamarous timeless brand.

30. Masterminded in sound labs, the crunch of
Kellog’s cornflakes address our 4 senses
of taste, touch, sight and sound!

31. Our senses inform and influence
our entertainment and buying experiences.
Study shows that brand sound has profound impact on perceived quality of
brand image. It is stronger in female than in male as well as in subjects with
higher emotional purchase attitude. Some perennial sound trademarks include the
roar of the waking lion (MGM) the giggle of the dough boy [Pillsbury] and the
start-up sound for Windows.
“Sound is an effective brand cue.”
It can evoke a sense of quality, increase consumer
relevance, boost recall and impact purchase intent.

32. Smell is 10,000 times as sensitive as taste, with 400,000 identifiable odors.

33. smell is the most visceral of the senes.
it alters perception, evoke memories
and stir emotions.
75% of our emotions are generated by what we smell
THE technology OF SMELL
Companies are investigating 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.

34. Memory for odor is
markedly resistant to time,
easily accessed and
tends to be characterized
by a high degree of emotion,
clarity and vividness.
http://www.saturdayeveningpost.com/2013/01/02/in-the-magazine/health-in-the-magazine/placebo-power.html/attachment/bulb-brain2

35. A Natural History of the Senses by Diane Ackerman
Gazillions of years ago, when primitive ancestors of man were living
in the ocean, scent was used to detect an enemy or find a mate. The
sense ultimately became so powerful that a heap of tissue on top of the
nerve cord evolved into the brain.
“Smell is a secret language,
a coded vernacular whispering subtle cues”
“We think because we smelled.”

36. Sense Language for Smell
ADVENTURE
Salty Air
Sawdust
Mud
Fuel
Mint
Spice

37. Sense Language for Smell
TRADITIION
Wood
Leather
Cedar
Tea
Wool
Rose

38. Sense Language for Smell
NURTURING
Vanilla
Baby Powder
Apples
Cinnamon
Lavendar
Cotton

39. SOPHISTICATED
Wine
Perfume
Cigar Smoke
Oak
Scotch
Musk
Sense Language for Smell

40. Culture and individual experience plays a role in scent associations
Cypress oil, Fermented Soya bean and Dried Fish Flakes, indigenous to Japan
were disliked by the Germans. Church incense, Blue Cheese and
Sausage of German origin were displeasing
scents to the Japanese.

41. In a 2006 study conducted by Dr. Eric Spangenberg of
Washington State University, he found that specific scents,
selected for their appeal to men or women, could
nearly double sales.
environmental
SCENTING
Use smell to create a distinct brand experience
Scents containing vanilla were dispersed in the women’s department
and an aroma called rose maroc was diffused in the men’s section of
the store. Both sexes browsed for longer periods and spent more money
when in the presence of these specifically gender-targeted scents.

42. Sony infuses its stores with notes of mandarin origin, vanilla and cedar. The company
studied 1,500 aromatic oils and chose this combination for its appeal to women­—ostensibly
to entice women into purchasing more items.

43. light notes of bergamot with soft floral jasmine
www.beautynewsnyc.com/fragrance/environmental-scenting/

44. Bloomindale’s uses different essences in different departments:
baby powder in the baby section, suntan lotion near the
bathing suits, lilacs in lingerie and cinnamon and pine
scents during the holidays.

45. Located in the basement of Hard Rock Hotel,
Orlando, an ice cream shop pumped the smell of
waffles cones to lure patrons:
Result: sales increased by 45%

46. Promote a Product
The Teenage Dream album contained a scratch’n’sniff inlay that gave off a cotton candy
scent. The imagery was centered around the theme of candy and cupcakes. “The theme for
the tour was the world of Candyfornia that Katy created...” Cotton candy that lights up on
glow sticks, scented programmes, a magical candy store–a spirit of complete immersion into
the world of Katy Perry.
product
SCENTING

47. Strawberry Shortcake,
part of a line of scented
dolls, now prefers fresh
fruit to gumdrops, and
spends her time chatting
on a cellphone
instead of brushing her
calico cat, Custard.

48. “Scent marketing ... targets the part of the brain responsible for memories.”
Scented inks, Scent Strips, Rub’nSmell Technology are some of the various ways marketers
are leveraging scent in magazine advertising and direct mail.
advertising
SCENTING

49. integrate three scenting to achieve marketing memorability

50. The currency for edible
brands but a challenge for
multi-sensory branding
programs for other products.

51. In 2007 Welch’sTM
launched an ad in PeopleSM
magazine
that included a one-time use, peel-off taste sample
using dissolving flavor strips. The ad had the
highest brand recall of all ads in the issue and
generated viral buzz.
The people who tried the flavor
strips, 59 percent said they were
more likely to purchase Welch’s
Grape Juice after interacting
with the ad.

52. Eat the Road
How do you demonstrate road-eating acceleration power of Volkswagen Golf R?
Seriously, eat it. Ingredients: Glutinous rice flour, water, salt, propylene glycol FD&C colour, glycerine.

53. Royal Mail sent out 6,000 personalized letters made of chocolate
The direct mail piece explained the
principle behind engaging the senses,
which creates an emotive con­nection
with customers.
Result: Very Sweet!
The ROI payed off handsomely.

54. Fashion lounges to explore taste branding

55. We humans
have more tactile
receptors in our little
fingers than we do on
our entire back. When
we encounter a pleasant
touch the brain releases
a hormone called
oxytocine

56. tangible materials leave a
deeper footprint in the brain
“touch marks”
The International Trade Mark Association
register “touch marks” for form and feel. Whole
Sale Wine and Spirits has a touch mark on
the velvety texture used to cover wine bottles.
Likewise, AppleTM
has a touchmark on the
3-dimensional design of the iPod
TM
Touch experience includes material, surface temperature, weight and form

57. The ability to touch a product increases our confidence in it’s quality

58. Britain’s ASDA grocery chain took the wrappers
off several brands of toilet paper, inviting
consumers to feel for themselves the
difference in quality.
Result: Increased sales for its own store brand product

59. The name,
the prism pack are
the chocolate peaks,
internationally recognized.

60. The outer form echoes the shape of the bottle
A compelling way to break through the clutter

61. The internal blue optic hints at the soul of the brand
This is surely the ultimate prestige spirit packaging and branding project...
The result demonstrates and communicates the underlying sense of the soul of
the brand using intriguing visual effects to impart the prestige proposition.

62. Heavy, Solid , Distinctive = Quality
Bang & OlufsenTM emphasizes craftsmanship and robustness in its
product design. “Heavy, solid and quite distinct” is the hallmark of the
brand. Bang & Olufsen focus groups have demonstrate that customers
equate some measure of heft with quality.

63. Optimize the feel of your product to deliver a brand message
Coors Light cans and bottles are printed with a thermochromic ink called a leuco
dye. The dye is a coloring agent which can acquire two different forms: a colorless
form and a colored form.
At warm temperatures, the thermochromic ink is colorless, and at cold temperatures, the
thermochromic ink is (in this case) blue. Put your beer in the fridge, when the ink
cools below the color changing temperature, “the Rockies turn blue,” and your beer is
ready to drink.

64. Make products accessible in a way that inspires consumers to touch and feel

65. Strong themes create multiple places within a place...
The more sensory an experience,
The more memorable it will be.
Joseph Pine
James Gilmore
THE EXPERIENCE ECONOMY
how do you want to be remembered?
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66. Nissan display features its own special scents and sounds, carefully
choreographed to create a complete multi-sensory brand
experience for the visitors
how do you want to be remembered?
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67. Not PowerPoint presentations and folding chairs.
Nestle brand and nutrition information is introduced via live presentations
around the dinner table

68. Staffers dressed as butlers served pizza, whole wheat pasta and more for lunch.

69. The booth layout was innovative, non-traditional
and unique, and it gave attendees an emotional
experience in addition to an educational one.

70. The Source: It’s inYour Hands
Switzerland Expo 2012 crafted an experience that integrated sound,
sight and touch to reinforce its water-conserving theme.
Switzerland Expo 2012 crafted an experience that integrated sound,
sight and touch to reinforce its water-conserving theme.

71. 15,500 liters of water
are needed to produce
1KG of beef meet
Instead of hurling statistics at the visitors
like snowballs, they were engaged
physically as well as mentally. If they
stood atop any one of the 15 circular
orbs on the tunnel floor and cupped
their hands a projection appeared
between their joined palms reflecting
the message on the nearby wall.

72. Dominated by flying dragon and
menacing mutants, visitors
viewed game trailers on LCD
monitors, listened to presentations
by the games’ creators and
participated in demos of the
digital diversions.
A Feast for the Senses

73. When guests think of The Bellagio they are
reminded of the ceiling and fountains but the
signature scent is what triggers positive
associations of their stay.

74. ef
At a Meeting Professionals International Show, the Double Tree Hotel put
a bed in their booth, while the staffers dressed in pajamas and fuzzy
slippers. Their legendary cookie chips were given as
samples in little bags that said,“Have Sweet
Dreams at the Double Tree.”
A sensational journey, reminiscent of
their hotels.

75. how do you want to be remembered?
ef
Have Sweet Dreams at the Double Tree.

76. 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.
Engage the five senses to create
expectations in delivering your
brand promise.

77. Sources:
http://www.scentair.com
Medina, John. Brain Rules 12 Principles for Surviving and Thriving at Work, Home, and School.
Lindstrom, Martin. BRAND sense Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound.
Hulten, Bertil, Niklas Broweur, and Marcus Van Dijk. Sensory Marketing.
www.usatoday.com/money/industries/retail/
Brick & Mortar Shopping in the 21st Century (Advertising and Consumer Psychology).
Baird, Steve. “Touchy Trademarks.” Weblog post. Duets Blog. 26 Mar. 2009. 11 July 2009 <www.duetsblog.com>.
Brumfield, C. Russell, James Goldney, and Stephanie Gunning. Whiff!
C., Eva. Rev. of Thomas Pink stores. Yelp.
Fetterman, Mindy, and Jayne O’Donnell. “Just browsing at the mall? That’s what you think.”
Hoppough, Suzanne. “What’s that Smell?” Forbes. 2 Oct. 2006. Web. 11 July 2009. <www.Forbes.com>.
Duncan, Leigh. “Scent Branding: Smell of Success?”
Weiss, Tara. “Marketing Milk.” Forbes 1 Dec. 2006. 13 July 2009 <www.Forbes.com>.
“Beyond Scratch ‘n’ Sniff: Edible Advertising?” <askthewhiffguys.com>.
Dobrow, Larry. “Anatomy of The Consumer: Taste.”
www.ccicolor.com/research.html
Konigsberg, Eric. “Made in the Shade,” New Yorker
Pilaroscia, Jill. “Toward Global Colo”
Voight, Joan. “The Power of the Palette”
Lambert, Jill. “Color Schemers,” Canadian Business,
Priluck Grossman, R. and Wisenblit, J.Z. (1999). “What we know about consumers’ color choices,”
Journal of Marketing
Practice: Applied Marketing Science, vol. 5. Citing Heath, 1997.
Parmar, Arundhati. (2004). “Marketers ask: Hues on first?” Marketing News, Feb. 15, 2004.
Why Color Matters. www.colormatters.com/market_whycolor.html
Morton, Jill. “Quirks of the Color Quest,” www.colormatters.com/chatquest.html
Konigsberg, Eric. “Made in the Shade,” New Yorker, Jan. 22, 2007. vol. 82
No Author. VW Dubs Online Sales a Success,” Orlando Sentinel, July 27, 2000
Harvest Consulting Group LLC, BrandSense™
Branding Without a Brand, Martin Lindstrom, Clickz.com
Olfactory Research Fund, “Benefits of Fragrances”
Desmond Butler and Helen Gibson, “Attention All Shoppers,” Time Magazine
Dr. G. Neil Martin, “Smell: Can We Use it to Manipulate Behavior,”Cognition and
Brain Science Research Center.
The Media Equation, Byron Reeves and Clifford Nass
Suzanne Christiansen, “The Coming of Age of Aroma-Chology”
Olfactory Research Fund, “Benefits of Fragrances”
Olfactory Research Fund, “Living Well With Your Sense of Smell”
Laird 1935; Engen & Ross, 1973; Hertz and Cupchik 19 92
Exhibitor Magazine, January 2013, February 2013
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78. co-creator of brands in 3D spaces
Sarmistha Tarafder
how do you want to be remembered?
ef