Sensory Branding: Understanding what aesthetics and language make ads more effective.

transcript

six degrees | a sensory branding agency

six degrees Managing Sensory CuesAdvertising Research Foundation PresentationJune 2010

About Six Degrees

3About us

Founded in 1999

Based in Scottsdale, AZ

Support national and international brands

Broad international experience (17+ countries)

4our services

RESEARCH STRATEGY TRANSLATION CREATIVE

Insight miningBrand image & positioning

Competitive intelligence

Brand strategyMarketing strategyCampaign strategy

SensoryQBrand cascading

Messaging blueprint

PrintWebVideo

BroadcastTradeshows

5Partial Client List

SensoryQ

7The Problem with Words

responsive

sporty

youthfulplayful

leader

rugged

reliable

sophisticated

superior

Leading edge

high quality

advanced

luxurious

Strong?

Contemporary Sophistication?

10The Problem with Words

rugged

responsive

sporty

youthfulplayful

leaderreliable

sophisticated

superior

Leading edge

high quality

advanced

luxurious

Words are imprecise!

11Also…

12Sensory Research Tool

13What it is

A research tool that identifies sensory stimuli and sensory cues that resonate with the target audience

• In response to brands• In response to attributes• Qualitative and quantitative (online)

14How it can be used

Sensory positioning

Brand image assessment

Brand differentiation

Insight mining

Advertising

Package design

Web optimization

Thousands of images

16Many different

categories

17Sensory Cues

Each image has a profile

on 130+ sensory cues

18Sensory Cue Profile

19Sunglasses

20Sensory Model

21Sensory Cues

22Other Stimuli

Metals

Fabrics

Salt & pepper shakers

Case Study 1

24Case Study

25Brand Attributes

Professional and Personal

Reliable and Proven

Safe, Effective, Affordable

Dynamic Leader

26Existing ads

?Professional and Personal

Reliable and Proven

Dynamic Leader

27Brand Attributes

Professional and Personal

Reliable and Proven

Dynamic Leader

What are the sensory cues that trigger the perception of

these attributes in the target audience?

28SensoryQ Research

Qualitative research with women who are interested in hair removal and do not reject laser hair removal option

Focus groups with 3 different segments

Sub-teams select images & cross-present to each other

Image categories:

Women Salt & pepper shakers

Men Sun glasses

Lamps Watches

Women’s shoes Interiors

Chairs

29Sensory Model

Most Dominant Sensory Cues

Lighting Form/ShapeSoft angular &

roundedReflected flowing

verticalColor sleekMuted

Composition Texture/Finishassymetrical smoothclean glossyintegrated elementsnaturalartfulcontemporary

Personalityfriendly, but somewhat aloofquietly confidentcontemplativesophisticated

30Print ads

31TV ad

32Collateral

34Poster

35Retail design

36Results

1. ALC recorded their best sales month in company history, one

month after launch of new campaign

2. Web bookings increased 60%

3. Average spend per customer increased 33%

4. Sales reps commented that “the new look and professional ads

helped make their job easier”

5. New look got standing ovation at the national sales meeting

Case Study 2

38Case Study

Brand X

a well known cosmetics brand

39Brand Attributes

Clean, Fresh & Natural

Fun, Up-Beat & Spirited

Simple Beauty

Beautifully Natural

40Objective: Understand…

To what extent does Brand X visually push our brand attributes?

To what extent do our competitors visually own our brand attributes?

How to improve retail packaging to better communicate our brand attributes

41Methodology

SensoryQ 20-min online survey

1,250 female cosmetics buyers/users

Ages 12-65, segmented by age, ethnicity & shopper type

Visualize each brand attribute and then each of 3 brands (Brand X and 2 competitors)

Open-ended rationale on image selections

Select best-fitting image from of the following galleries:

activities colors interiors shoes (women)animals fonts men sunglassesarchitecture interactions packaging women

42Women

43Fonts

44Interiors

45Women’s shoes

46Brand Attributes

Simple BeautyCleanFresh

Natural

FunUpbeatSpirited

Beautifully Natural

correlation Clean Fresh Natural Simple Beauty Fun Upbeat Spirited Beautifully Natural

Clean Fresh Natural - 0.68 0.12 0.79

Simple Beauty 0.68 - 0.06 0.84

Fun Upbeat Spirited 0.12 0.06 - 0.06

47Brand X vs Competitors

vs Roll-Up

Roll-Up:Clean, Fresh, Natural

Simple BeautyFun, Upbeat, Spirited

Beautifully Natural

Brand X Competitor 1 Competitor 2

correlation Roll-up Brand X Competitor 1 Competitor 2

Roll-up - 0.48 0.46 0.68

Brand X 0.48 - 0.81 0.56

Competitor 1 0.46 0.81 - 0.49

48Brand Attribute

Leverage

Point of ParityClean, Fresh, Natural

Simple BeautyBeautifully Natural

correlation POP Brand X Competitor 1 Competitor 2

POP - 0.41 0.39 0.69

Brand X 0.41 - 0.81 0.56

Competitor 1 0.39 0.81 - 0.49

49Brands vs Fun, Upbeat &

Spirited

Fun, Upbeat, Spirited Brand X Competitor 1 Competitor 2

Correlation Fun, Upbeat, Spirited Brand X Competitor 1 Competitor 2

Fun, Upbeat, Spirited - 0.33 0.32 0.17

Brand X 0.33 - 0.81 0.56

Competitor 1 0.32 0.81 - 0.49

50Brand association with

brand attributes

Brand Fun, Upbeat, Spirited POP Equity Elements

Brand X 0.33 0.41

Competitor 1 0.32 0.39

Competitor 2 0.18 0.69

POP Elements

Fun, Upbeat, Spirited

51Sensory Model: Fun,

Upbeat & Spirited

sensory cues

Vibrant

Non-Metallic

Opaque

Lighting

Natural

Single Source

Bright

Composition

Dynamic

Personality

Friendly

Vibrant

Approachable

Confident

Relaxed

Form/Shape

Sturdy

Angular

Complex

Simple

Texture/Finish

Smooth

Cues highlighted in blue are unique to this equity element when compared to POPs

52Suggested packaging

Concept 1 Concept 2

Concept 3

Vibrant

Confident

Approachable

Relaxed

Friendly

Simple

six degrees Thank youwww.six-degrees.com

Sensory Branding: Understanding what aesthetics and language make ads more effective.

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