Sensory Branding -...

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


Brands: a promise delivered

Promise

Experience

Aligned?


Vision overload…


Vision overload…


8 5 0 0 …TV ads per year!

6


0 0 0 0 0 0 2 …by the age of 65!


8 Hours

YEARS

Days a WEEK 7

6

Hours EACH day


YEAR

RE

CA

LL

1990 1965

34%

8%

The declining effectiveness of broadcast media


83% [Insert picutre of person

with binoculars] Of all information people

receive is visual


The danger

of relying

on vision alone

http://viscog.beckman.uiuc.edu/grafs/demos/15.html

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%


Source: BRANDsense, Martin Lindstrom

Sight Taste Smell Touch Sound

Why multi-sensory?


Brands and emotions –

Beyond the Functional


“The decision process in brand

adoption, engagement and loyalty is

70% emotional.”

Robert Passikoff


Where brand preference comes from

The ladder of

intimacy conscious

nonconscious™

rational

emotional


Price ($) 30,880 31,225 28,300 29,170

Engine 2793cc 24-valve

Six cylinder variable valve

timing

2997cc 24-valve


timing

2967cc 24-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


Price ($) 30,880 31,225 28,300 29,170

Engine 2793cc 24-valve


timing

2997cc 24-valve


timing

2967cc 24-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…


Those happy memories

BRAND

sense by Martin Lindstrom


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
















Creating the desired 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


Thank You

www.simonharrop.com/blog

Linked In: simonharrop

http://www.simonharrop.com/blog

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