Post on 16-Apr-2020
transcript
Sensory Branding
24 November 2016
Simon Harrop, Founder, Brand Sense
Chairman, The Aroma Company
LinkedIn: simonharrop
Blog: www.simonharrop.com
Copyright © 2014 BRAND sense academy
Challenge:
To make the packaging experience
congruent with the brand promise
Copyright © 2014 BRAND sense academy
Brands: a promise delivered
Promise
Experience
Aligned?
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Vision overload…
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Vision overload…
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8 5 0 0 …TV ads per year!
6
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0 0 0 0 0 0 2 …by the age of 65!
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8 Hours
YEARS
Days a WEEK 7
6
Hours EACH day
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YEAR
RE
CA
LL
1990 1965
34%
8%
The declining effectiveness of broadcast media
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83% [Insert picutre of person
with binoculars] Of all information people
receive is visual
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The danger
of relying
on vision alone
Why multi-sensory?
% Identifying Each Sense as “Very
or Important”
% Spend Against the Senses by
Fortune 500 Companies
Sight 58% 84.2%
Sound 41% 12.1%
Smell 45% 1.9%
Touch 25% 0.9%
Taste 31% 0.9%
Copyright © 2014 BRAND sense academy
Source: BRANDsense, Martin Lindstrom
Sight Taste Smell Touch Sound
Why multi-sensory?
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Brands and emotions –
Beyond the Functional
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“The decision process in brand
adoption, engagement and loyalty is
70% emotional.”
Robert Passikoff
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Where brand preference comes from
The ladder of
intimacy conscious
nonconscious™
rational
emotional
Copyright © 2014 BRAND sense academy
Price ($) 30,880 31,225 28,300 29,170
Engine 2793cc 24-valve
Six cylinder variable valve
timing
2997cc 24-valve
Six cylinder variable valve
timing
2967cc 24-valve
Six cylinder variable valve
timing and inlet manifolding
2959cc 24-valve
Six cylinder variable inlet
manifolding
Power 198bhp at 5500 rpm 218 bhp at 5800 rpm 240 bhp at 6800 rpm 226 bhp at 6200 rpm
Torque 207 lb ft at 3500 rpm 219 lb ft at 3800 rpm 221 lb ft at 4500 rpm 202 lg ft at 5000 rpm
Transmission 5 speed manual
Rear wheel drive
5 speed auto
Rear wheel drive
5 speed manual
Rear wheel drive
6 speed manual
Front wheel drive
Weight 1440 kgs 1720 kgs 1628 kgs 1510 kgs
Max Speed
147 mph 143 mph 146 mph 150 mph
0 – 60 MPH 7.3 secs 8.0 secs 6.8 secs 7.6 secs
Fuel Economy 28.5 mpg 24.8 mpg 22.7 mpg 22.6 mpg
Copyright © 2014 BRAND sense academy
Price ($) 30,880 31,225 28,300 29,170
Engine 2793cc 24-valve
Six cylinder variable valve
timing
2997cc 24-valve
Six cylinder variable valve
timing
2967cc 24-valve
Six cylinder variable valve
timing and inlet manifolding
2959cc 24-valve
Six cylinder variable inlet
manifolding
Power 198bhp at 5500 rpm 218 bhp at 5800 rpm 240 bhp at 6800 rpm 226 bhp at 6200 rpm
Torque 207 lb ft at 3500 rpm 219 lb ft at 3800 rpm 221 lb ft at 4500 rpm 202 lg ft at 5000 rpm
Transmission 5 speed manual
Rear wheel drive
5 speed auto
Rear wheel drive
5 speed manual
Rear wheel drive
6 speed manual
Front wheel drive
Weight 1440 kgs 1720 kgs 1628 kgs 1510 kgs
Max Speed 147 mph 143 mph 146 mph 150 mph
0 – 60 MPH 7.3 secs 8.0 secs 6.8 secs 7.6 secs
Fuel Economy 28.5 mpg 24.8 mpg 22.7 mpg 22.6 mpg
Super-additivity
1+1=3
1915
Remove the logo
and what’s left…?
x
So
un
d
Sm
ell
Smash
Your
Brand ™
Sound Color
Smell
Smashable?
You bet!
Smash Ronald’s
house!
Branded shape…
You are
ABSOLUTly right
Welcome to our Kingdom – the place where creativity and
fantasy go hand in hand spreading smiles and magic at
every generation…
Copyright © 2014 BRAND sense academy
Those happy memories
BRAND
sense by Martin Lindstrom
Copyright © 2014 BRAND sense academy
Can you hear the
sound of a chip?
The power
of a colour
1 2 3 4 5 6 7 8 9 1 0
Smash Your Brand!
1 2 3 4 5 6 7 8 9 1 0
1 2 3 4 5 6 7 8 9 1 0 1 2 3 4 5 6 7 8 9 1 0
1 2 3 4 5 6 7 8 9 1 0 1 2 3 4 5 6 7 8 9 1 0
1 2 3 4 5 6 7 8 9 1 0 1 2 3 4 5 6 7 8 9 1 0
1.
Which signals
do you “own”?
2.
What would you
like to “own”?
3.
Identify your
priority top 3
4.
Take it to the extreme
5.
Secure an ownership
6.
Establish a sensory
brand manual
7.
Be patient 8.
Test your ownership
Sight
Touch
Smell
Taste
Sound
Intimacy
The human spiral to intimacy
Sight Product sound
Brand music
Sonic logo Sound
Smell
Taste
Intimacy Touch
Pack materials
Product texture
Signature
aroma
Product
fragrance
Flavour
Mouth feel
Logo
Image
Typography
Colour
Branded experiences - Somatic markers
Announcing…..
A new initiative in partnership with….
Sensory branding is about creating a distinctive and motivating
consumer sensory signature that brands can own and drive.
Brand
Product
Brand driven
Functionally driven
Consumer
Sensory signature
Extrinsic
Intrinsic
An introduction
A comprehensive evaluation of a brand’s consumer sensory
signature includes four areas.
Consumer
Sensory signature
Extrinsic
Intrinsic
u Pro-sense
u A-sense
u Pac-sense
u S-sense
Evaluating the sensory brand signature
Sensing brands road map
1: Brand sensory audit
2: Creating the desired sensory brand signature
Corporate evaluation of the consumer sensory signature: Is it on or off brand?
Consumer perception of the brand sensory signature.
Create a sensory architecture to express the brand. The sensory architecture will be integral to the design & development of products, packaging & communications. It will shape consumers’ expectations, emotional need states, experiences and satisfaction. Generated by corporate team(s) & consumers.
3: Evaluating the sensory brand signature Pro-Sense: evaluation of the product in terms of alignment to the sensory brand
signature and consumer acceptability.
4: Assessing the value of the sensory brand signature
Assessing the value of the brand on the business and return on investment.
An understanding of how the sensory brand signature is performing within the
target market and against competitive product set.
Pac-Sense: evaluation of the packaging in terms of creating consumers’ expectations aligned to the sensory brand signature and product experience.
A-Sense: evaluation of brand communications in terms of creating consumers’ expectations aligned to the sensory brand signature and product experience.
S-Sense: assessment of consumers’ satisfaction of the holistic product and packaging experience in relation to the sensory brand signature.
Brand Sensory Audit Tools
Sensing brands road map
1: Brand sensory audit
2: Creating the desired sensory brand signature
Corporate evaluation of the consumer sensory signature: Is it on or off brand?
Consumer perception of the brand sensory signature.
Create a sensory architecture to express the brand. The sensory architecture will be integral to the design & development of products, packaging & communications. It will shape consumers’ expectations, emotional need states, experiences and satisfaction. Generated by corporate team(s) & consumers.
3: Evaluating the sensory brand signature Pro-Sense: evaluation of the product in terms of alignment to the sensory brand
signature and consumer acceptability.
4: Assessing the value of the sensory brand signature
Assessing the value of the brand on the business and return on investment.
An understanding of how the sensory brand signature is performing within the
target market and against competitive product set.
Pac-Sense: evaluation of the packaging in terms of creating consumers’ expectations aligned to the sensory brand signature and product experience.
A-Sense: evaluation of brand communications in terms of creating consumers’ expectations aligned to the sensory brand signature and product experience.
S-Sense: assessment of consumers’ satisfaction of the holistic product and packaging experience in relation to the sensory brand signature.
Creating the desired sensory brand signature
Sensing brands road map
1: Brand sensory audit
2: Creating the desired sensory brand signature
Corporate evaluation of the consumer sensory signature: Is it on or off brand?
Consumer perception of the brand sensory signature.
Create a sensory architecture to express the brand. The sensory architecture will be integral to the design & development of products, packaging & communications. It will shape consumers’ expectations, emotional need states, experiences and satisfaction. Generated by corporate team(s) & consumers.
3: Evaluating the sensory brand signature Pro-Sense: evaluation of the product in terms of alignment to the sensory brand
signature and consumer acceptability.
4: Assessing the value of the sensory brand signature
Assessing the value of the brand on the business and return on investment.
An understanding of how the sensory brand signature is performing within the
target market and against competitive product set.
Pac-Sense: evaluation of the packaging in terms of creating consumers’ expectations aligned to the sensory brand signature and product experience.
A-Sense: evaluation of brand communications in terms of creating consumers’ expectations aligned to the sensory brand signature and product experience.
S-Sense: assessment of consumers’ satisfaction of the holistic product and packaging experience in relation to the sensory brand signature.
Assessing the value of the sensory brand signature
Assessing the value of the sensory brand signature
SuperAdditive Brand Value (ROI)
Sensagram Weigting Crossmodal Superadditive x Role of x EBITDA = Sensory
Score (1 - 5) factor Covariance Impact Brand Brand Value
Sight 4 0.58 7 16.24 0.2 £10,000,000 £12,824,000
Sound 2 0.41 6 4.92
Smell 3 0.45 6 8.10
Touch 1 0.25 5 1.25
Taste 1 0.31 5 1.55
6.41
Brand Product Pack
Sophisticated Sophisticated Sophisticated
Dependable Dependable Dependable
Modern Modern Modern
Smart Smart Smart
Masculine Masculine Masculine
Sexy Sexy SexyCredible Credible Credible
Simple Simple SimpleEasygoing Easygoing Easygoing
Fun Fun Fun
Unique Unique Unique
Adventurous Adventurous Adventurous
Classic Classic Classic
Strong Strong Strong
Approachable Approachable Approachable
Youthful Youthful Youthful
Confident Confident Confident
Serious Serious Serious
Proposition
alignmentBRAND
x
Brand Product Pack
Sophisticated Sophisticated Sophisticated
Dependable Dependable Dependable
Modern Modern Modern
Smart Smart Smart
Masculine Masculine Masculine
Sexy Sexy SexyCredible Credible Credible
Simple Simple SimpleEasygoing Easygoing Easygoing
Fun Fun Fun
Unique Unique Unique
Adventurous Adventurous Adventurous
Classic Classic Classic
Strong Strong Strong
Approachable Approachable Approachable
Youthful Youthful Youthful
Confident Confident Confident
Serious Serious Serious
Proposition
alignmentBRAND
x
• Non-conscious, emotional conceptualisations identified and mapped against 4
main competitors - the true emotional ‘space’ for this tired brand in a competitive
category
• Insights used to create inspiring new sensory assets (sound, pack and
fragrance) focused on the emotional delivery which exploit competitive space
• 7% direct improvement in market share - adoption of this methodology across
the organisation
Challenge: Re-launch of heritage brand, to appeal to new consumers
without alienating the traditional market
Outcome: New fragrance & pack, 7% increase in market share
Men’s
bodywash
• Signature brand fragrance created and incorporated into packaging to
enhance the gift-like experience when her shopping arrives in the post
• Fragrance so loved by customers that it is now available to purchase as
an Eau de Parfum – new, high margin revenue stream
• Statistically significant increase in average order value and repeat
purchase
Challenge: Added brand engagement
Outcome: New revenue stream created, increased average order
• The global brand team wanted to develop a new communications platform
and needed this to be applied consistently across all 152 markets globally
• A sensory toolkit was created highlighting the emotional delivery across all
senses for the brand and offering radically new brand activation ideas
• Markets were delighted with the initiative and reported it one of the most
innovative global campaigns leading to exciting new communications
platforms with consistent implementation across global markets
Challenge: New external communication platform
Outcome: Highly successful marketing campaign
Global
soft drink
brand
Case Study
Copyright © 2014 BRAND sense academy
Thank You
www.simonharrop.com/blog
Linked In: simonharrop