Brands must appeal to all 5 senses to fully engage consumers. While most advertising focuses on sight and sound, the primitive brain processes images 60,000 times faster than text and 75% of emotions are generated by smell. Neuromarketing techniques show advertising impacts the unconscious brain. To remain relevant, brands should create complete sensory experiences, like Royal Mail including chocolate with letters. Engaging multiple senses builds stronger emotional connections than single senses and increases positive consumer responses.
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.
Why You Should Invest In Sensory MarketingMichael Ash
An overview of why your business should invest in sensory branding in retail environments, and why you should choose WAV Atmospheric Branding for the job.
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.
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.
Why You Should Invest In Sensory MarketingMichael Ash
An overview of why your business should invest in sensory branding in retail environments, and why you should choose WAV Atmospheric Branding for the job.
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.
Dreaming of Brand Success? Want to see some case studies on great brand practice? Sometimes you learn a lot more from failures than you do successes...so we've brought together some great brand failures that we celebrate as offering us valuable lessons for great brand success. Enjoy!
Designed and conducted surveys to understand key market segments for the brand
Analyzed primary research and secondary using programs like MRI+
Assisted with art direction in order to create brand concept
Created television and print ads and guerrilla marketing campaign
Nespresso - The Ultimate Coffee ExperienceAnirjit Mitra
This presentation has been created under marketing internship by Prof. Sameer Mathur, IIM Lucknow. There is an youtube video which you can watch : https://youtu.be/xbt327j-mKU
Trendbüro, Avantgarde's strategic think tank, compiled a list of important consumer trends and social changes that will (or at least should) affect marketing strategies in 2015.
Trendbüro's choice of topics that will influence consumer behavior in 2016.
Once again, Trendbüro chose the from-to perspective. Not a hot-or-not list, each pairing is a trend and its counter-trend, the evolution of hyper-relevant phenomena.
As such it reflects Trendbüro's belief that consumer trends are an evolving system of those mindsets that drive expectations and choices, and should play a key role in creating brand experiences.
This is a slide a developed for a recent presentation. I am trying to articulate the difference between positioning and branding to novices in marketing. Thoughts?
Dreaming of Brand Success? Want to see some case studies on great brand practice? Sometimes you learn a lot more from failures than you do successes...so we've brought together some great brand failures that we celebrate as offering us valuable lessons for great brand success. Enjoy!
Designed and conducted surveys to understand key market segments for the brand
Analyzed primary research and secondary using programs like MRI+
Assisted with art direction in order to create brand concept
Created television and print ads and guerrilla marketing campaign
Nespresso - The Ultimate Coffee ExperienceAnirjit Mitra
This presentation has been created under marketing internship by Prof. Sameer Mathur, IIM Lucknow. There is an youtube video which you can watch : https://youtu.be/xbt327j-mKU
Trendbüro, Avantgarde's strategic think tank, compiled a list of important consumer trends and social changes that will (or at least should) affect marketing strategies in 2015.
Trendbüro's choice of topics that will influence consumer behavior in 2016.
Once again, Trendbüro chose the from-to perspective. Not a hot-or-not list, each pairing is a trend and its counter-trend, the evolution of hyper-relevant phenomena.
As such it reflects Trendbüro's belief that consumer trends are an evolving system of those mindsets that drive expectations and choices, and should play a key role in creating brand experiences.
This is a slide a developed for a recent presentation. I am trying to articulate the difference between positioning and branding to novices in marketing. Thoughts?
This Presentation aims at providing just about enough information about Branding.
The intention was to make it simple and self-explanatory with the help of examples; making it all the more better and easy to follow.
View. Learn. Recreate.
How to effectively brand and become an innovator in your industry Ascension Strategy
Effective branding requires a well planned out and executed brand platform. Branding is a crucial component of your business. While once upon a time "positioning" and "branding strategy" used to be static, now it takes constant revisions to stay up to date and relevant. Discover how to make your brand so compelling that you are turning customers into brand advocates and challenging the status quo.
Brand Positioning and Elevator Pitch Slides Kaitlin Zhang Workshop LondonKaitlin Zhang
Kaitlin Zhang presents a workshop on "Brand Positioning and Elevator Pitch" at Kennington Park Business Centre, London. This event was hosted in conjunction with Club Workspace.
9 November 2016
Kaitlin Zhang is the CEO of Oval Branding, a cross-border branding agency between the UK, USA and China, specialising in tech, financial services, government based in London, UK.
www.ovalbranding.com
This is a brand strategy presentation that helped me communicate to top management the real definition of branding that was essentially needed for the company. I was able to elevate sales more 300% with the new brands launched by following some strategies mentioned in the presentation in detail. The information in this presentation is common and not confidential. It is just about the concept of branding but mainly focused for FMCG companies.
Lean Branding: Positioning your early-stage company for success - MaRS Best P...MaRS Discovery District
Mary Jane Braide will highlight branding essentials for start-ups and social enterprises in the early stages of development. It’s never too soon to establish a clear value proposition and your positioning—even if it feels like everything is in a state of flux!
A summary on products branding from a marketing management perspective, discussing topics such as creating brands, brand equity, brand positioning, product lifecycle and market evolution.
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.
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.
(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 Chocolate Brands Through Human FundamentalsBRAND AVIATORS
Did you know that chocolate acts as a message of love, epitome of insatiable desire, provider of joy, invitation to childhood, instant redeemer, security blanket, edible luxury, a mood-altering food, and one of the most effective non-pharmaceutical antidepressants? This pioneering research cracks the code of buying behaviour related to chocolate and puts forward a framework for shaping brand strategy and for growing revenue.
(Re)defining Confectionery Brands Through Human FundamentalsBRAND AVIATORS
Did you know that sweets act as emotional compensators, reality enhancers, disruptive agents, love substitutes, erotic experiences, luxurious indulgencies, social connectors, mockers of seriousness, temporary escapes and energy boosters? Understand the deep motives underpinning our buying behaviour in relation to sweets and build confectionery brands and narratives that engage people at a profoundly human level.
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.
Did you know that chocolate acts as a love message, epitome of insatiable desire, provider of joy, invitation to childhood, instant redeemer, security blanket, edible luxury, a mood-altering food, and one of the most effective non-pharmaceutical antidepressants? This pioneering research cracks the code of buying behaviour related to chocolate and puts forward a framework for shaping brand strategy and for growing revenue.
(Re)defining Hamburger Brands Through Human FundamentalsBRAND AVIATORS
This pioneering research redefines the way we market hamburgers. 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.
360 Degrees of Marketing: The Retail RevolutionFITCH
Wineries have an opportunity to differentiate with an Experience Signature. Michelle Fenstermaker presents at the Direct to Consumer Wine Symposium 2016.
Similar to THE ART OF CONSUMER BUYING (why branding must make sense!!!) (20)
THE ART OF CONSUMER BUYING (why branding must make sense!!!)
1. THE ART OF CONSUMER BUYING (why branding must
appeal to the 5 senses)
2. • The media space is over-flooded with too many ads, hence the ability for an Ad to be effective in on
the decline
• Today’s constantly connected consumer is more discerning, and with the ease & accessibility of the
internet, has become more VOCAL
• Yet he is an animal of habit
• Therefore to remain relevant with the consumer, brands have to seek more innovative ways to not
only connect & interract, but remain relevant to him.
OVERVIEW
3. Today’s reality
• Most times, brands interact with consumers engaging one or two of
their senses concurrently (sight & sound).
• However with the over-saturation of adverts & competitive brands
(and consumer’s short attention span), any brand that will remain
relevant has to seek more novel & innovative ways to connect.
• Therefore engaging the consumer ‘multisensorily’ is the way to go!
4. THE CONSUMER BRAIN
• It is divided into 3 parts:
• The rational part thinks, elaborating rational data;
• The intermediate part listens, elaborating emotions and sensations;
• The primitive part decides(Reptilian) , taking into account the results that
come from the other two parts. Houses the sub-conscious mind, where our
survival instinct resides; also influenced by ‘triggers’
5. The Primitive brain
We store our values and emotions in memory banks(Reptilian brain) for
each sense — image, sound, smell, taste, and touch. Events, moods,
feelings, and even products in our lives are continuously imprinted in
our memories, from the second we wake to the moment we sleep.
However, most advertising messages that we're exposed to on a daily
basis come to us through only two of the five senses: sight and sound.
The primitive brain processes images 60,000 times faster than text.
75% of our emotions are generated by what we smell (Smell in particular is
potent in bypassing conscious thought and creating associations with memories
and emotions).
6. 12 components/dimensions that form the Fundamentals
for engaging brand
Behaviour
Service
Tradition
Ritual
Navigation
Picture
Colour
Shape
Name
Language
Icon
Sound
• Smart brands therefore always
seek innovative ways to engage
& appeal to the consumer’s
multiple senses concurrently
(NEURO MARKETING), for better
mileage and foster more lasting
‘love’ relationships
• On exposure to their brands,
they should have a complete
sensory experience that
transcends merely what they
can see( logo, colours)
Building powerful brands
7. WEIRD SCIENCE
Neuromarketing is the practice of using technology to measure
the brain activity of consumer subjects as a way to discover how
people respond to products and marketing messages.
The thought behind neuromarketing is that buying decisions
aren’t necessarily rational decisions, rather they are decisions
made deep within the brain and based on a mixture of thoughts
and feelings.
“The drive behind neuromarketing is to discover how consumers
are actually responding to marketing messages, not how they
report they are responding, or will respond”
NEUROMARKETING
…NEUROMARKETING
8. Techniques used for Neuromarketing
• Functional magnetic resonance imaging (fMRI)
• Electroencephalography (EEG)-measures the electrical activity of the brain,
wearing an EEG headset
• Eye tracking- determine which images or portions of an image elicit the most
attention
• Galvanic skin response (GSR)-measures the subtle changes in skin (such as
temperature and sweat) that occur in conjunction with certain emotions.
9.
10. How each of the 5 senses are engaged in Ad campaigns
14. • Visual cues can be in form of logos, packaging, print Ads, videos,
engaging product pack shots, engaging use of food in photography &
engagement, and other engagements
31. SMELLY BRANDING
Is a broadband channel of communication, capable of evoking images, sensations,
memories, and associations.
There are about 1,000 primary odours, each with the potential to influence mood and
behaviour.
36. Rolls Royce reproduced the scent of its great seller, the 1965
Silver Cloud, and sprays it under the seats to recreate the scent
of the classic “Roller.”
37. Omni Hotels has a lemon grass and green tea scent pumped into its lobbies
and public spaces.
Singapore Airlines has gone so far as to patent a scent of lotus flowers and
bamboo forests that is worn by flight attendants and put on hot towels
handed to passengers before take-off (Its only expected that Singapore Airlines is perennially atop travelers’
preference rankings because of these efforts).
38. Journal of Consumer Research showed
that the pace of background music
affected service, spending, and traffic flow
in stores and restaurants.
The slower the music, the more people
shop.
When slow music is played in
a restaurant, the bill is 29 percent higher
than when fast music is played.
39.
40. In an even more dramatic demonstration of the power of sound, the people on Mornington Peninsula in
Australia stopped a crime wave by playing Bach and Mozart on every street after nightfall.
50. 59 percent of consumers prefer their Coke in a glass bottle, even though it's the same drink when sold in cans or
plastic.
51. Rightly or not, people tend to think that a wine bottle with a cork contains better wine than one with a screw-top.
VS
52. TASTE
Human can distinguish between four tastes: sweet, sour, bitter and salty and
recently a fifth taste, referred to deliciousness or savoury .
53. Using taste is the most difficult sense for marketers.
The Royal Post in England observed great decrease in their letters, this company attempted to merge
a sense for increasing effectiveness of its brand. Therefore Royal Post sent personal letters with a piece
of chocolate for its customers and result of this action was extraordinarily excellent and people by
inspiring experience of sending chocolate, again sent letter.
In fact for food companies, sending sample of product is an excellent method for experiencing taste
In actual fact, all the tastes that human perceive are related to the other senses such as vision, audition,
smell and touch.
54. Colgate is a company that stands out in the realm of taste. The flavour of its toothpaste is patented. Yet even Colgate
could improve by extending its branded taste to toothbrushes, dental floss,
55. Orgasmic Chocolates, is a luxury chocolate infused with “wild-
crafted” Chinese herbs, which its owners hope will be the next big
thing in chocolate indulgence.
It’s brand promise is, ‘Orgasmic Chocolates’—which claims to induce
feelings of “well being, relaxation, and euphoria” in those who
indulge—stretches to the extreme the fashion for enveloping
consumers in “a sensory experience.
Packaging/Touch/See :Inside are 4 small bars of chocolate, each
bearing the entwined silhouettes of a naked couple, and declaring
themselves ‘the world’s most orgasmic chocolates.
56. THE COKE VS PEPSI TEST: Pepsi is a better tasting
beverage than Coke, why is Coca-Cola the higher selling and more popular beverage?
58. • Can we leverage on the unique ‘Nigerian party jollof rice’ smell(since If
food passes the smell test, it would most likely pass the taste test)?
• Can we patent a specific smell for any of our hotel brands to give the
complete consumer experience right from the door?
59. Conclusion
• Engaging the consumers on one sense is just very boring, the more
sensory platforms you can connect, the better your chances of
winning their heart!
60. Reference books
• The power of the subconscious mind : how it works
• Blink by Malcom Gladwell
• Buyology by Martin Lindstrom