The document discusses sensory branding and how brands can foster emotional connections with consumers by appealing to their five senses - sight, sound, touch, taste, and smell. It provides examples of how different brands have successfully used sensory branding to associate their brand with particular senses, including Phillips lighting creating experience zones focused on sight, Intel using its distinctive audio signature to appeal to sound, and Singapore Airlines commissioning a unique fragrance for its brand. The document emphasizes that while most branding focuses on sight, appealing to other senses can strongly influence emotions and loyalty to a brand.

1. 09/27/11 Priyatharesini R Poornima K Roshini S Thiyagarajar School of Management-Sensory branding

2. How strongly does a particular SENSE come to mind in association with the brand How is the association, is it positive or negative? Is the association really distinctive and meaningful ? Does the association evoke memories and experience? 09/27/11 Thiyagarajar School of Management-Sensory branding

3. SENSORY BRANDING The branding that attempts to foster a lasting emotional connect between the brand and the consumer Touching and triggering all five senses of consumers – sight, sound, touch, taste and smell This is where Neuro-marketing comes into picture 09/27/11 Marketing Mastermind – March, 2010 Thiyagarajar School of Management-Sensory branding

4. Sense of Sight Eyes help in visualizing a product Consumers get a sense of satisfaction only when they see a product Sight is the most favoured sense for advertisers Visual marketing 09/27/11 Thiyagarajar School of Management-Sensory branding

5. Phillips Lounge Phillips light lounge – experience zones Created across 700 – 1000 sq. ft. area Solution for home decorative lighting segments Provides consumers a unique ‘see, touch and feel’ experience 09/27/11 Thiyagarajar School of Management-Sensory branding

6. Sense of Sound Often connected to mood Only 4% of fortune 500 brands deploy sound online Example – Intel Bong : Most recognized audio signature IDs in the world Auditory Marketing 09/27/11 Thiyagarajar School of Management-Sensory branding

7. Crunchy Kellogg’s Kellogg’s had experimented the synergy between crunch and taste Patented their product’s crunchiness If there is no crunchiness, the product is considered unfit even if it tastes good 09/27/11 Thiyagarajar School of Management-Sensory branding

8. Sense of Touch Skin is the largest sensory organ Consumers should be able to sense a product through touch Product should be uniquely designed or packed Tactile Marketing 09/27/11 Thiyagarajar School of Management-Sensory branding

9. Toblerone Swiss chocolate Pioneer of prism shaped chocolates Reminds consumers of the ‘The Matterhorn’ peak of Swiss The unique triangular package helps the product get noticed quickly 09/27/11 Thiyagarajar School of Management-Sensory branding

10. Sense of Taste Mostly involved in food products Good taste…..Great satisfaction Consumers are even willing to pay high price for tasty food Eg. Starbucks coffee Gustative Marketing 09/27/11 Thiyagarajar School of Management-Sensory branding

11. Lays ‘ No one can eat just one’ Every flavour has a unique taste Youth brand with irresistible taste In 2008, Lays launched ‘Fight for your Flavour’ programme 09/27/11 Thiyagarajar School of Management-Sensory branding

12. Sense of Smell A person is 10,000 times more receptive to smell than taste When a consumer finds a product to be of good fragrance or tempting smell he gets an impulse to purchase the product Eg. Dettol, Sunsilk Olfactory Marketing 09/27/11 Thiyagarajar School of Management-Sensory branding

13. Singapore Airlines Commissioned an aroma ‘Stefen Floridian Waters’ This fragrance became a distinguished trademark Aroma suffused in attendants’ perfume, cosmetics, news papers, hot towels, etc 09/27/11 www.cdf.org Thiyagarajar School of Management-Sensory branding

14. End Note 83% of commercial communication appeals only to the sense of sight It’s extraordinary as 75% of our daily emotions is influenced by what we smell and there’s a 65% chance of mood change when exposed to positive sound Importance of our senses has been completely overlooked in the brand building business It’s difficult for a single brand to impart all sensory elements The idea is to eng age customers on a wide range of touch points to create impactful brand 09/27/11 www.brandsense.com Thiyagarajar School of Management-Sensory branding

15. A brand should stand for something that is meaningful to the target market 09/27/11 Thiyagarajar School of Management-Sensory branding