Sensory Branding 10.2

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Building brands getting tougher Many more brands, tougher competition Much more clutter, many more ads Fight for consumers time, attention, memory Rising ad avoidance Need better understanding & application of

influencers of brand choice

How can marketers make their brandsstand out, be noticed and be remembered?

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Make ads more likeableCreativity

Ensure they are seen moreMedia

Ensure they are seen in more places 360Degree Branding

Or do something elsethat can help the brand

be noticed and remembered better?

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Black & white to colour photos

From still to moving pictures

From silent movies to talkies

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Sight Sound Smell Taste Touch

How many sensory organs doesyour favourite brand stimulate?

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Understanding the role of the Senses in building brands

Stage 1 Quali Research, 13 countries, 10 global & 3 localbrands

Confirmed that brands with Sensory Depth & Synergy werestrong brands better remembered, understood & moredistinct

Stage 2 Quanti Online Research, 2 countries, 18 brands,2000 consumers

Correlated Sensory Strength of brands with consumersIntention to Purchase

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Sensory Marketing is based onthe idea that we are most likely

to form, retain and revisit memory whenmultiple senses are engaged.

By going beyond the traditionalmarketing media of sight and (sometimes) sound,brands can establish a stronger and longer-lasting

emotional connection with consumers.

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Experiential Objectives:- Create or evoke memories Alter moods Create sensations Establish associations Establish emotional bonds Enhance the product(or service) experience Create buzz and interest in sharing experiences with others

Marketing Objectives:- Encourage trial Promote switching Increase product usage

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Source: Millward Brown StudyNote: Varies from category to category

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The most powerful & seductive sense Creates the strongest immediate impact Can overrule other senses, override logic 83% of info people retain received visually Dr HA Roth (1988) Food & Colour test C N DuBose switching tastes & colours (60-70% error) Not always an accurate sense, needs focus We see what we want to see (Eye of the beholder) The Rorschach Inkblot test

Overstimulated & cluttered, less effectiveness Most brands focus on this sense alone

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Colour (combination) Shape (s)

Typography Logo Icon/Symbol Look/Appearance

Can a brand uniquely own/be associatedwith one or more of these?

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Coca Cola McDonalds

Disney Vodafone Benetton Diesel Tommy Hilfiger Ferrari Body Shop

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The soft clack of your computer keyboard,thejangle of a slot machine,

the crunch of your morning cereal,the muffled heft of your car door closing

these are all product elements companies havespent considerable time and money optimizing.

Your brand may be associated

with a soundexperience.From our ambient surroundingsto a product-produced noise,

sound influences our ideas and judgmentsabout the goods and services we buy.

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Sound powerful influence on how we think & feel Affects both hearing (passive, through ears, subconscious

effect) and listening (active, through brain filter, focus,remember, respond)

Affects mood, state of mind instantly (horror movies) Relatively underrated and underutilized in product design &

brand communication till now (phone design) Influences product quality perception (car door) Industrial design driven mainly by 3 factors -functionalism,

visual aesthetics and user convenience Sound design largely functional till recently, used

occasionally for usage feedback loop (digital camera)

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Extremely effective branding device Can reflect character/personality well subliminally Sonic branding / Sonic logo (1 to 3 second equivalent of

visual trademark) Evokes feelings, can change mood Can create atmosphere & intangible associations

Sound hardwired into our emotional circuitry Disproportionate impact on purchase of certain categories

Only 4% of Fortune 500 companies use Sonic Branding

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Bellagio Hotel and Casino in Las Vegas

replaced its slot machines with new cashless models,minus the satisfactory clank of falling coins.Revenue dropped dramatically and

the original machines were quickly put back in service.


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Mercedes-Benz has created a

10-engineer department whose

sole task is to create the ideal sound

for the opening and closing of a car door.

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Victorias Secret

uses specially chosen classical music

in its stores to support its premium image

and enhance the buying experience

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Collaboration between brand experts, psychologists,musicians & market researchers

Priority to human & element over functional elementin acoustic design

Every sound researched & refined to provide maximum

acoustic comfort Each car has its own individual human & friendly

character or voice through sound design Each sound connected to relevant emotion Every sound simulated in recording studio by

acoustician-musician & given to engineers to replicate Hum of engine

Swish of windscreen wipers

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Intel Nokia Microsoft Daimler Chrysler Renault Kellogs Disney World Bang & Olufsen

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Victorias Secret Abercrombie & Fitch Gap

Eddie Bauer ToyRUs Starbucks JC Penny (customised by demographics)

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Most brands dont have an answer!


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The human nose can identify & recall up to 10,000 scents Smell is 1000 times more sensitive than taste Most primal & direct sense, immediate impact Up to 75 % of our emotions are generated by what we smell Olfactory cues hardwired into brains limbic system Direct connection with emotions & memories

Memory markers -can stimulate vivid recollections Even visual cues can cause resurrection and experience

Can impact information processing (smell of coffee or lemoncan make us alert) Proust Effect relationship between sensory stimulation &

memory (French novelist Marcel Proust)

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Out of all the senses,smell is the only one with a direct link to the brain.

As Dr. John Medina explains in his bestseller Brain Rules,

Every other sensory system must send a signal to thethalamusand ask permission to connect to the rest of the brain

Smell signals bypass the thalamus.Moreover, these smells instantly trigger messages in

the limbic system, the part of the brain that containskeys to emotion, lust, perception and imagination.

As C. Russell Brumfield, author of Whiff! writes,The result is immediate: When we smell, we feel

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By 4-6 weeks, infants can discriminate between theirmothers scent and a stranger

Almost everyone has experienced a situation in which asmell evoked a nostalgic memory

80% men and 90% women reported having vivid, emotion-triggering memories evoked by smell Importance of smell in daily relationships (Olfactory

Research Fund, 1999): Opposite sex: 76% very important

Spouse: 74% very important Family: 35% very important

Friends: 36% very important

Co-workers: 39% very important

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Lindstrom describes an experimentin which two pairs of identical Nike shoes

were evaluated by consumers,one in a room with a floral scentand one with no scent.

84% of the subjects evaluatedthe sneakers in the scented room as superior.

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Environmental scenting is a big trend, andhotels, spas, casinos and resorts are incorporatingenvironmental scent-branding for their properties.

When guests have a delightful experience and latersmell that blend, they will immediately think of the

hotel or property they remember and want to return.Luxury car dealerships such as Lexus are also using

environmental scenting to brand their properties andoffer clients a positive experience they will

associate with their brand.

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Samsung Electronics introduced the fragrance, IntimateBlue, to its flagship store in New York City

The Park Hyatt Washington, D.C., pumps a scent into thelobby using atomizers

The new official fragrance of Omni Hotels is a blend oflemongrass and green tea

Bloomingdales uses different essences in differentdepartments: baby powder in the baby section, suntanlotion near the bathing suits, lilacs in lingerie, and

cinnamon & pine scents during the holidays Scentair, an ambient scent provider, has clients like

Hallmark, Sony, Hilton and Saks Fifth Avenue

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At Starbucks, employees are forbiddento wear perfume because it would

interfere with the natural coffee aroma.

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Starbucks understands Sensory Branding, and inparticular Olfactory Marketing. The wonderful aroma of agood coffee shop is a great selling and branding tool this

is particularly important since research shows that themajority of the experience of drinking espresso comes

from the coffee shop experience itself.Now, Starbucks has announced that they will quit serving

breakfast. Why? Because the smell of heating egg andcheese sandwiches interferes with the coffee aroma.

This is a fairly amazing reason to drop what wassupposed to have been a major growth product line,

and shows that some companies reallyDO understand sensory marketing and branding.

(Jan 31, 2008)

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Starbucks has been under pressure to increasestore revenue and profits, and, once again, they are turning tosensory branding for the solution. The most startling change isthat the firm will go back to grinding coffee in its stores for the

sole purpose of improving the coffee aroma. Presumably,

its cheaper to ship the coffee pre-ground in sealed packages,but Starbucks management apparently feels thatany productivity loss at the stores will be offsetby improved customer loyalty and higher sales.

Starbucks earlier dumped its egg breakfast sandwichesbecause the egg smell conflicted with

the expected and desirable coffee smell.(March 21, 2008)

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Rolls-Royce has worked to reconstruct the scent of itsclassic 1965 Silver Cloud, involving scents of 800 different materials, and is

now sprayed under the seats of new automobiles.


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Aroma-added ads

Scratch-n-Sniff ads (Microencapsulation, 3M)

Got Milk bus shelters in SF

California gas stations Coffee aroma

Motorola Smell-o-phone McDonalds stale oil smell association Narrowcasting & preserving issues Real vs. artificial

Subjective personal preferences Scenterprises Custom-made personal formula

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One reason for Singapore Airlines sensory branding success is that they developed a uniquescent (Stefan Floridian Waters), and then used it consistently for many years. Regular flyerslearned what the airline smelled like; more importantly, they unconsciously associated this

scent with the rest of the Singapore Airlines experience lovely attendants, impeccableservice, and so on.

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Primary info source 10,000 taste buds Taste & Smell strongly linked Together, called the chemical senses Unlike smell, needs physical contact Impacts mood, hence meetings over coffee or lunch In an evolving society, search for newer and better tastes is

growing & accelerating If a brand can add taste to its arsenal, it can create a much

stronger & memorable brand experience

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Obviously important for food brands A lot of businesses & brands are adding taste to make brand

experience richer (book stores, Malls, Shops, Cinema Halls,etc.)

Potential conflict between health consciousness & tasteevolution

Need to judiciously play up benefits

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Skin is the largest organ in the body Alerts us to a sense of well being or pain Connected to texture of products and experiences We have more tactile receptors in our little fingers alone

than we do on our entire back When we encounter a pleasant touch, the brain releases

a hormone called oxytocin, leading to feelings of well-being and calm

The urge to pick up, touch and test things is huge, and

retailers count on that in their display strategies The pleasure of an air-conditioned environment, the

comfort of a leather sofa, the cushioning of a carpet, thesmooth texture of silk all these can help create asuperior sensory branded experience

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Researchers have found that shoppers who touch a product

are more likely to purchase, even as it relates to impulse buys Our touch experience includes material, surface,

temperature, weight and form. The ability to touch a product increases our confidence in the

items quality Even if packaging prevents a product from being accessible

retailers should find a way to make it accessible toconsumers

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Britains ASDA grocery chain took

the wrappers off several brands of toilet paper,inviting consumers to feel for themselves.The result was 50 percent increase in sales.

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Bed Bath and Beyond allows you to touch samplesof each item, feeling the heft, loft and fabric.

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For a lot of items in vegetables, fruits & groceries,Big Bazaar allows consumers to touch & feel them

before weighing & buying them as per their old habits

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When it was launched, Coca Cola became a runway hitpartly due to the unique shape of the bottle

which made it a favorite with the consumers.Even a blindfold person could recognize the brand

without tasting the drink by just feeling thecontours of the bottle. Now that is touching the senses!

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The unique shape & feel of Pringles Chipsand its packaging makes it a distinct brand

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Coors is the rare company to

capitalize on temperature marketingwith its innovative temperature indicator.When a Coors bottle hits

the optimum degree of coldness,mountains on the label turn from white to blue.

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Bang & Olufsens universal remote has been described

as heavy, solid and quite distinct and marketingmaterials highlight the products heft and balance,

aligned by a tungsten weight inside. Whiletechnology has evolved to enable ultra-light electronics,

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Replacing repetition with synergy Imagine movie minus soundtrack, TV without sound 2+2=5

2+2+2+2+2 = 20? Polysensory Marketing - The Multiplier Effect The Neuroscientific basis creating larger & deeper

Mental Maps More Memory Markers Brands that appeal to multiple senses are more

likely to succeed than those which focus on 1 or 2

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Does food taste better if it smells good, looks good?

Does the look of a perfume bottle impact its image?

Why do we smell wine before tasting it?

Do sports cars look that way only for aerodynamics?

Why do we feel clothes before buying them?

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The car industry purposefully builds brands to appeal to the 4major senses

Kelloggs designs the sound of their cereals in a lab Singapore Airlines matches the aroma in the cabin with the

interior colour scheme and the uniforms worn by flightattendants

The Intel bong is recognized (unaided) by 56% of U.S.consumers

A town in Manchester cut the crime rate by playing classicalmusic outside a convenience store

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Colour Shape

Picture Name Language Icon

Sound Behaviour

Service Tradition Ritual Navigation

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Who owns red? Who owns blue? Who owns green? Who owns yellow?

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1915 Earl R Dean of Root Glass Co, Indiana briefed to

design a glass bottle Should be recognized in the dark So distinctive that if it were broken, the pieces would still be

recognizable as part of the whole Inspiration from pod of the cocoa bean A bottle with ridged contours

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Magic

DreamsSmiles

Fantasy

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Harley-Davidson has tried topatent its raucous roar.


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Victorias Secret plays classical music to evokea sense of upscale exclusivity for its brand


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Abercrombie and Fitch uses loud upbeat music

with a heavy bass and eliminates gaps between tracks,creating a youthful nightclub-like atmospherein its teen-focused clothing shops


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When sound is directly linked to the product itself, consumers may interpret it as a sign

of quality or familiarity. Kelloggs takes full advantage of the sound element. Its RiceKrispies have the classic snap, crackle, pop, - the crunchof the Kelloggs cornflake was carefully developed in a Danish sound lab and patented.By introducing a distinctive sound to its breakfast cereal, the company integrated foursenses into its product: taste, touch, sight and sound.


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Colour Shape Picture Name Language Icon

Sound Behaviour Service Tradition Ritual Navigation

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The way people use their senses varies from marketto market both in terms of the sensory priority and

in sensory sensitivity Japan, India and Thailand have a well-known

history of integrating five senses in their culture andtraditions

Scandinavia has a rich design heritage

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Singapore Airlines, has aligned a special perfume,fabric, design, language and look around its femaleflight attendants, known as the Singapore Girls, tocreate a unique Multi-Sensory Brand Experience

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1) Singapore Airlines2) Apple3) Disney4) Mercedes Benz5) Marlboro6) Tiffany7) Louis Vuitton

8) Bang & Olufsen9) Nokia10) Harley Davidson

11) Nike12) Absolut Vodka13) Coca Cola14) Gilette15) Pepsi16) Starbucks17) Prada

18) Caterpillar19) Guinness20) Rolls Royce

Source: Brand Sense, Martin Lindstrom

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Inventory of all Sensory Impressions for a Brand How strongly the sense associated with the brand Whether the association is positive or negative How distinctive the association is

What specific memories or emotions are related tothe association

The relative importance of the sensory elements toBrand Loyalty

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Sight

Sound Smell

Taste Touch

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An 8-Step Checklist forSensory Marketing Excellence

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Are you leveraging enough the existing touchpoints that the brand has with itsconsumers?

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Does the brand have multiple smash-able brand elements or recognizableidentity components?

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Are the sensory stimuli being seen by the brands consumers as 3R Real, Relevant & part of their own Rituals?

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Is there consistency and repetition over time inthe use of sensory stimuli by the brand?

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Are the sensory cues uniquely associated, ownedand own-able by the brand in consumers minds?

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Is it possible to constantly build on the sensorycues to further strengthen brand imagery andconnections?

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Are the various stimuli, touch points andsenses being leveraged by the brand insynergy with each other?

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Are sensory stimuli being used moreinnovatively than competitors?

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Smash-ability Creativity Authenticity Leverage Longevity Ownership Progress

Synergy

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Sensory Branding 10.2

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