Forget about looks, experience is what matters for brands. Successful modern brands deliver feelings and emotions to consumers through sensory branding that involves all five senses. Sensory branding creates profound brand experiences by engaging the senses, which are directly linked to memories, moods and emotions in the brain. Several case studies show how brands like Singapore Airlines, Starwood hotels, and Helm Bank implemented sensory branding successfully through sights, sounds, smells, tastes and textures to create memorable brand experiences.
Sensory branding? How can you brand the senses? (Almost all my friends asked me before the discussion)
Have you noticed the unique CRUNCH sound in any of the kellogs commercials (any where in the world?)
Or did you flew in singapore airlines and wondered why you still remember about the
journey even after 2 days??
Well, Kellogs has copy righted the crunchines sound thats coming in their commercials
( I.e particular decibel sound that brings the CRUNCH sound!)
And singapore airlines has made the frangrance unique for them, and the frangrance will revolve around you in the inflight magazine, Towel, free gifts that you brought from the flight!
Sounds interesting?
Welcome to Sensory Branding.
How to Get Customers to Fall in Love with Your Brand: Sensory MarketingJennifer Dublino
Brands can leverage the power of the senses to connect to their customers on an emotional level, resulting in increased sales, improved customer loyalty and a stronger brand. This presentation shows you how to use sight, sound, touch, taste and smell to accomplish your goals and give you a competitive advantage.
Sensory branding? How can you brand the senses? (Almost all my friends asked me before the discussion)
Have you noticed the unique CRUNCH sound in any of the kellogs commercials (any where in the world?)
Or did you flew in singapore airlines and wondered why you still remember about the
journey even after 2 days??
Well, Kellogs has copy righted the crunchines sound thats coming in their commercials
( I.e particular decibel sound that brings the CRUNCH sound!)
And singapore airlines has made the frangrance unique for them, and the frangrance will revolve around you in the inflight magazine, Towel, free gifts that you brought from the flight!
Sounds interesting?
Welcome to Sensory Branding.
How to Get Customers to Fall in Love with Your Brand: Sensory MarketingJennifer Dublino
Brands can leverage the power of the senses to connect to their customers on an emotional level, resulting in increased sales, improved customer loyalty and a stronger brand. This presentation shows you how to use sight, sound, touch, taste and smell to accomplish your goals and give you a competitive advantage.
Sensory marketing in the hotel industryCinema Hotel
How to increase revenues in the hotel?
Why guests choose this hotel and not another?
People do not buy services. Buying experience, history and magic. Why sensory marketing is helpful in building the customer experience? See our example how to create a sensory brand!
Our customer experience and decisions we make first of all depends of our feelings and our sensory perception. That means the best thing you could do with your product and brand - the right sensory mix and sensory positioning among other products and brands.
Diptyque Paris - Social Marketing Case StudyAffinitive
Case study detailing Affinitive’s work for Diptyque Paris, the legendary French perfumer and maker of luxury scented candles, home fragrances and a body care collection.
The best of brands creating sensory experiences. How are brands moving from communication marketing into experiential marketing by appealing to the senses? We explore best brand examples according to industries.
Designing for the senses is becoming more widespread. Done well, it can be very engaging and increase revenues, brand experience and loyalty. Done badly, it can be overwhelming and drive customers away. Top 10 mistakes in sensory branding as viewed by Vetyver.
Sensory marketing in the hotel industryCinema Hotel
How to increase revenues in the hotel?
Why guests choose this hotel and not another?
People do not buy services. Buying experience, history and magic. Why sensory marketing is helpful in building the customer experience? See our example how to create a sensory brand!
Our customer experience and decisions we make first of all depends of our feelings and our sensory perception. That means the best thing you could do with your product and brand - the right sensory mix and sensory positioning among other products and brands.
Diptyque Paris - Social Marketing Case StudyAffinitive
Case study detailing Affinitive’s work for Diptyque Paris, the legendary French perfumer and maker of luxury scented candles, home fragrances and a body care collection.
The best of brands creating sensory experiences. How are brands moving from communication marketing into experiential marketing by appealing to the senses? We explore best brand examples according to industries.
Designing for the senses is becoming more widespread. Done well, it can be very engaging and increase revenues, brand experience and loyalty. Done badly, it can be overwhelming and drive customers away. Top 10 mistakes in sensory branding as viewed by Vetyver.
Our senses fuel our perceptions of the objects and events that surround us. Yet as marketers we're often limited to just two of them—sight and sound.
How much more compelling could brand experiences be if we used the science of perception to design better, more persuasive interactions—taking into account all of our senses?
In our latest white paper, we explain how an experiential approach harnesses the science of the senses to create more effective, more engaging experiences that amplify your message and brand.
Get Advertising Smart - How Senses Shape Consumer Behaviouremmersons1
The recent Warc & Walnut Unlimited Brainy Bar event - How Do Senses Impact Consumer Behaviour - offered a great opportunity to reconsider the wider context within which we consume advertising, the and opportunities to create more holistic experiences.
(Re)defining Lipstick Brands Through Human FundamentalsBRAND AVIATORS
This pioneering research redefines the way we market lipstick. Artificial segmentations based on personality differences offer weak foundations on which to build brand strategies. To deeply engage us, a brand must have a solid inner architecture deeply rooted in the fundamentals of humanity. Beneath all the phantasmagoria of global marketing communication, lies order and rhythm, the source code of our human behaviour.
(Re)defining Perfume Brands Through Human FundamentalsBRAND AVIATORS
This pioneering research redefines the way we market perfume. Artificial segmentations based on personality differences offer weak foundations on which to build brand strategies. To deeply engage us, a brand must have a solid inner architecture deeply rooted in the fundamentals of humanity. Beneath all the phantasmagoria of global marketing communication, lies order and rhythm, the source code of our human behaviour.
Today more than ever consumers are looking to be entertained, engaged and amused. And no other channel has the means to connect with a consumer on so many levels. In fact, it can engage with all five senses. Touch, taste, sound, sight, and smell. By leveraging new printing technology and the power of digital innovations, Direct Mail will continue to be a powerful tool in any marketers’ toolbox.
“Experiential” has been the buzzword for quite a few years now, but how does this look in practice? Calgary has gone the extra mile and utilised new venue spaces to create unique and memorable events for their delegates. Join this experiential session which will tickle your senses and ensure you leave inspired to try new event formats and give your delegates an educational experience they’ll never forget!
an AGORA Marketing Group publication
Volume 01. Issue 02.
Yen by AGORA is for marketing people who have a yen for inspiration. Learn something new. Refreshing ideas with new perspectives.
Today, consumer purchase decisions are increasingly driven by consumers’ hearts. With ambiance marketing, a custom designed attractive setting – yet alluring with captivating style, invites customers to truly feel the brand experience by adding character. This is accomplished by connecting the emotions to a product or service, and infusing it with a tangible and intangible essence that remain in the customers’ minds.
Color is a crucial part of brand communication. Colors bring emotions to brands, making their stories interesting and worth the watch. The incredible power of colors is evident everywhere - It is McDonald's obvious Yellow 'M' that makes the outlets stand out from miles away. Ever noticed how Macy's Red invites you every time you pass by a store? And how can we skip Purple that has been associated with Cadbury over a century. Colors make a brand iconic. They connect them with their audience through perception and psychology.
Lets learn the mechanics of our mind and how it perceives different colors based on our psychological biases. And how brands can play color theory right to get the best on board.
red’s complimentary ‘Branding Best Practices’ Conference presentations now av...Aleph Vietnam
Last week the red team had the honour and pleasure of Chairing a Pacific Conference to share ‘Branding Best Practices’. Our presentations highlighted that central to successful brands is the emotional connection or ‘love’ people have with the brand.
Unleash Your Inner Demon with the "Let's Summon Demons" T-Shirt. Calling all fans of dark humor and edgy fashion! The "Let's Summon Demons" t-shirt is a unique way to express yourself and turn heads.
https://dribbble.com/shots/24253051-Let-s-Summon-Demons-Shirt
Book Formatting: Quality Control Checks for DesignersConfidence Ago
This presentation was made to help designers who work in publishing houses or format books for printing ensure quality.
Quality control is vital to every industry. This is why every department in a company need create a method they use in ensuring quality. This, perhaps, will not only improve the quality of products and bring errors to the barest minimum, but take it to a near perfect finish.
It is beyond a moot point that a good book will somewhat be judged by its cover, but the content of the book remains king. No matter how beautiful the cover, if the quality of writing or presentation is off, that will be a reason for readers not to come back to the book or recommend it.
So, this presentation points designers to some important things that may be missed by an editor that they could eventually discover and call the attention of the editor.
7 Alternatives to Bullet Points in PowerPointAlvis Oh
So you tried all the ways to beautify your bullet points on your pitch deck but it just got way uglier. These points are supposed to be memorable and leave a lasting impression on your audience. With these tips, you'll no longer have to spend so much time thinking how you should present your pointers.
Hello everyone! I am thrilled to present my latest portfolio on LinkedIn, marking the culmination of my architectural journey thus far. Over the span of five years, I've been fortunate to acquire a wealth of knowledge under the guidance of esteemed professors and industry mentors. From rigorous academic pursuits to practical engagements, each experience has contributed to my growth and refinement as an architecture student. This portfolio not only showcases my projects but also underscores my attention to detail and to innovative architecture as a profession.
Expert Accessory Dwelling Unit (ADU) Drafting ServicesResDraft
Whether you’re looking to create a guest house, a rental unit, or a private retreat, our experienced team will design a space that complements your existing home and maximizes your investment. We provide personalized, comprehensive expert accessory dwelling unit (ADU)drafting solutions tailored to your needs, ensuring a seamless process from concept to completion.
14. We comprehend everything
around us through our senses.
They are directly linked to the
limbic part of the brain that is
responsible for our...
15. memories
We comprehend everything
around us through our senses.
They are directly linked to the
limbic part of the brain that is
responsible for our...
16. memories
We comprehend everything
around us through our senses.
They are directly linked to the
limbic part of the brain that is
responsible for our...
feelings
17. memories
We comprehend everything
around us through our senses.
They are directly linked to the
limbic part of the brain that is
responsible for our...
feelings
pleasures
18. memories
We comprehend everything
around us through our senses.
They are directly linked to the
and limbic part of the brain that is
responsible for our...
feelings
pleasures
19. emotions memories
We comprehend everything
around us through our senses.
They are directly linked to the
and limbic part of the brain that is
responsible for our...
feelings
pleasures
20. From the day we were born
we use our senses to learn
about things.
21. We learn through experience, and that information
is the starting point for every branding strategy
that focuses on our senses.
This way of branding is called sensory branding.
22. Sensory branding
...lies on the premise that if a brand provides
all of our senses with certain stimulus,
we will experience our brand more profoundly,
and connect with it on a deeper emotional level...
*Martin Lindstrom, “Brand Sense”
23. Brand
...
therefore a strong
brand-customer
relationship
will be built.
24. What now
you might wonder?
Let’s see the connection between
senses and brands so far.
25. Look at that
brand!
Well, ever since advertising was born, it was oriented
on our sight, mainly because that sense is most
responsive to the environment.
26. 92.6%
of the population puts
most importance
on visual factors such as
color and shape when
buying products.
*Marketing Research / Seoul International Colour Expo / 2004
27. Sense of touch
was second most
important with
5.6%
while hearing
and smell each drew
0.9%
Marketing Research / Seoul International Colour Expo / 2004
28. We make our first impressions
within 90 seconds of the initial
viewing, and between
62-90%
of that impression is based
on color alone.
29. 80%
When talking about
on-shelf visibility, this is
how much color can
increase brand recognition.
30. 42%
According to research,
ads in color are read more
than the same ads in black
and white.
32. Impulse
shoppers
respond best to red-orange,
black and royal blue
33. Impulse Traditional
shoppers shoppers
respond best to red-orange, respond best to pastels;
black and royal blue pink, rose and sky blue
34. Impulse Traditional
shoppers shoppers
respond best to red-orange, respond best to pastels;
black and royal blue pink, rose and sky blue
Budgetsavy
shoppers
respond best to pink, teal,
light blue and navy
35. With our sight we notice and
recognize shapes and colors really fast,
but we can not experience a brand
only by looking at it, at least not
at its full potential.
36. That is why sensory branding
involves all of our senses.
You don’t want your brand just
to be noticed, you want it to
be experienced and remembered.
37. So let’s forget about
the first impression
of the looks and focus on
full sensory experience.
38. The power of hearing
Let’s start with our hearing, which was
highly appreciated back in the days when
TV and Radio jingles rocked the world.
41. What is so great about sound
is that it doesn’t need our full
attention to be noticed.
42. And also it has been proven
that sound evokes
certain memories and
experiences.
43. Experiments conducted in restaurants show
that when music slower than rythm of a heartbeat
is played, we can eat more.
44. -24%
The revenue from the slot machines in Las Vegas fell by 24 percent
when the whirring and tinkling sounds were removed.
45. Audio branding
is a new branche that relates only
to sensory branding
through sounds.
Sound designers are developing audio identities
for your brand and that involves:
audio logo
brand theme
soundscape
brand voice
49. were chosen as most convenient sounds for an AUDI audio branding.
You might wonder why now, but in the close future, you might even think
of an AUDI automobile when you hear a heartbeat.
50. Mercedes Benz formed a team to get the most appealing sound
for a closing car door.
51. Ford digitized the Bullitt movie soundtrack and tuned the Mustang’s exhaust
system to precisely match that of the sound of the iconic McQueen’s machine
(‘68 Mustang) as heard in the film.
53. 1 Drop of perfume is enough to be
noticed in three room apartment
75% Of our emotions is generated
by what we smell.
80% Of what we taste is actually due
to our sense of smell.
54. Humans are able to
distinguish over
10,000 ...that are being
transmitted to
our olfactory
different odor system in the
molecules... brain...
....where it is
closely tied to
memory, mood,
stress and
concentration.
55. Our sense of smell has been proven
as most impressionable and
responsive of our five senses,
while it invokes memories and appeals
directly to feelings without being
filtered and analysed by the brain
(as our other senses work).
56. Smell was used a lot in real estate business, somehow houses sold better
if they smelled like vanilla, fresh baked cookies or popcorn
(evoking memories of early childhood).
57. +45%
In a Las Vegas casino, the amount of money gambled in a slot machine
increased by over 45% when the site was odorised with a pleasant aroma.
60. mahagony motor and the
wood oil smell of
leather
61. ...were used and combined to recreate the unique smell of the
1965 Silver Cloud Rolls Royce interior.
Now every Rolls Royce leaving the factory is equipped with a diffuser in the underside
of the car’s seat to convey this unique luxurius identity of the brand.
62. Starbucks is one of the companies that is well aware
of the power of sensory branding.
Through their characteristic cozy interiors, nice barristas
and of course the smell and taste of fresh grinded coffee
they occupy all of our senses.
They even stopped serving breakfasts because the smell of the eggs
interfered with the smell of the fresh grinded coffee.
64. bitter
People can sense
5 basic tastes sour
sweet
umami
salty (savory, or meaty)
65. For all other flavour tastes we must thank to our sense of smell,
for that is the one that gives flavor to our food.
66. We can say that taste is the sense
that fuses all different senses together
to create a holistic brand experience,
but is also linked to emotional states,
so it can alter mood and
brand perception.
67. Most famous campaign that included taste was the one made for the launch
of Škoda Fabia in 2007 in London. It cost more than a real car ($800,000).
Idea was to advertise it as tasty, so they decided to bake
a life-sized cake that looked like Škoda.
They hired the best chocolatiers, bakers and bricklayers to construct
and bake the car, and filmed the whole process.
According to Škoda, in the first week of the campaign,
the visits to car dealerships went up by 160 percent .
69. Our skin has more than
4,000,000
sensory receptors
that can be easily manipulated
through materials, weight, softness
and comfort of the product.
70. Haptics
refers to the sense of touch
(comes from the Greek word haptikos
that means “I fasten onto, I touch”).
Today haptics is mostly considered as a tactile feedback technology
which takes advantage of the sense of touch
by applying forces, vibrations, or motions to the user
(we can see examples in user-inteface design and product design)
Haptics also plays a great role when it comes to packaging design,
or even in some advertising campaigns.
71. Imagine your Orangina in a square like bottle?
Somehow it doesn’t seem right.
Packaging - and by that I mean form, material, size, weight - can give
a huge impact on our brand awareness.
72. It is a perfect way
for getting close
to consumer’s
unconsciousness,
their perceptions,
feelings and tastes.
73. Some great examples can be found is the work of
conceptual designers, architects and enthusiasts.
Here are some great examples of juice packaging,
and plate coasters.
74. In the end I bring you some great examples
of successful brands that used
sensory branding
to it’s fullest
75. First example is Singapore Airlines.
Back in the days they wanted to brand themselves
as an entertainment company...
76. ...so they implemented a completely new set of branding tools:
only the finest silk and colors were chosen for the staff uniform, as well as
the make up for the fly attendants that consisted of brand color scheme.
77. Today widely known as Singapore girls, their flight attendants are
representatives of the “Asian beauty archetype”, and are obliged to take courses
in order to learn about the way they should speak
to passengers and serve food in the cabin.
The Singapore Girl became so iconic that she (one of the flight attendants served
as a model) was implemented in Madame Tussaud’s Museum in London
back in 1994 as the first commercial figure ever.
78. The company is also known for its signature scent, called Stefan Floridian waters.
It is being used by the crew and it is also blended into the hot towels
that are being served to passengers.
Described as smooth, exotic and feminine, today it is a unique and distinctive
trademark of Singapore Airlines, capable of conveying a set of memories all linked
to comfort, sophistication and sensuality.
79. Other great example is Starwood Hotels and Resorts.
Here I will mention three very special ones;
Westin, W hotels and Le Meridien, each with highly
implemented sensory branding.
80. Westin hotels are widely known for their carefully
decorated interiors, lightning, sounds
and even specific plants.
81. They have a special fragrance of white tea that spreads
through the hotel’s lobby, rooms, towels and linen.
For their smoking-free hotels & resorts they even hired famous jewellery
designer to create a talisman necklace to give a tangible experience
to customers that quit smoking.
82. W Hotel is known as design hotel. Interior colors, lightning and music differ
from room to room, from hotel to hotel, depending on the city where the hotel
is situated. They also have a specific brand language that uses special terms to
describe seemingly ordinary things (pool - wet, restrooms -wc, elevator - lift).
83. Apart from great design, W also promotes high quality music, dj-s
and organizes events, aiming towards younger population.
Staying at W’s is a lifestyle of its own.
84. Le Meridien hotel branded itself as a hotel that promotes
culture of the country or the city it is situated in.
For example the first thing you smell when you enter the lobby of Le Meridien
in India is a peculiar scent of old books and parchment in a library.
As the customer steps into the lift, specially designed music starts to play
(24-hour soundtrack composed in a colaboration
with 20 musicians around the globe).
85. Every room has a specific interior and the room key cards are customised - each
card contains different work of art specific for that country or town.
They also introduced LM100, a group of cultural innovators of mixed
generations and interdisciplinary artistic fields, chosen from the fields of art,
architecture, cuisine, and design by Le Méridien’s Cultural Curator.
The aim is to develop original and interactive programs for Le Méridien hotels
worldwide that will transform the guest experience.
86. Helm Bank, situated in Colombia, is the first multisensory bank
that went through complete sensory branding process,
including interior decorations.
87. Color and imagery were combined to create an “ownable visual
signature”, while texture and form were used to create an
appropriate sense of tactile quality, comfort and warmth.
Soundscapes were developed to subconsciously affect customer
behaviour. Low density, low tempo, natural and synthesized sound
was utilised to create comfort and encourage browsing.
Higher tempo sound was used to encourage speed and movement
in transient branch zones.
Signature fragrances were created and deployed in key branch
locations through the air conditioning system. In addition,
branded confectionary (candies of tropical taste, water) was
developed to encourage staff engagement with customers.
88. The future branch concept utilised multi-sensory design as a tool
to support the segmentation of space, creating two distinct zones.
For existing Helm customers, designers created a comfortable
lounge environment where clients are able to browse products,
with an emphasis on encouraging consultation.
Private seated teller positions are used to encourage relationship
building and cross-selling.
For the non-customer zone, the designers created a faster space
with a direct style of communication to encourage the notion
of speed and efficiency.
89. By delivering all these great examples
I wanted to show a wide range
of sensory branding possibilities.
90. Beside these successful sensory branding, there is a downside
to it of course. You might not like the perfume some brand
launched, same goes with music and taste,
but imagine the effect if you do like it?
Sure, there are pros and cons to sensory branding,
but that is the beauty of branding business overall,
you never know if your brand will stand out in the market,
or simply drown in the mass.
91. Important thing is to be aware that our senses are the ones
that are deciding for us when it comes to choosing your
favourite brand.
So next time you start working on your brand
simply ask yourself: