Sensory Branding: Past, Present & Future

Sensory Branding: !Past, Present & Future

21 October 2013

Neil Gains

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Divider slide What is Sensory Branding?

“Marke'ng  that  forges  an  emo'onal  associa'on  with  customers  by  appealing  to  their  senses  in  order  to  influence  their  feelings  and  behaviour”

Past

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Singapore Airlines was a pioneer

Coco Chanel was there 70 years before

The first example of sensory branding?

What would you do if you lost your sense of smell?

Our sense of touch connects us to the world

Our brain keeps maps of our bodies

Edward Hall showed how we map space

Our bodies are ‘moved’ by sound

And our eyes think they see things moving

Choose the right colour for success

Some senses are more equal than others

Sensory system Total bandwidth (bits/second)

Conscious bandwidth

Eyes 10,000,000 40 Ears 100,000 30 Skin 1,000,000 5 Smell 100,000 1 Taste 1,000 1

Zimmerman,  M  (1989)  The  Nervous  System  in  the  Context  of  Informa'on  Theory,  in  Human  Physiology,  ed  R  Schmidt  and  G  Thews,  Springer-­‐Verlag,  Berlin  

Should we really just focus on five?

Is there a better division of the senses?

Vision Hearing Taste Smell Touch

Temperature Pain

Balance Body awareness

VISION HEARING FLAVOUR

HAPTIC

ORIENTING

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Kiki and Bouba: which is which?

The brain is a pattern recognition machine

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The brain works top down, and “believing is seeing” (as in the hollow mask illusion)

Present

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Does a ‘kiss’ taste different to a chocolate bar?

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How do packages change experience?

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Adding texture to what you wear?

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Designing open, engaging spaces

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Food sculptures?

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Branding is a challenge of signal detection

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Successful brands have emotional focus

Shoppers want freedom, hotel guests want comfort

0  

20  

40  

60  

80  

100  WARRIOR  

ARTIST  

EXPLORER  

REBEL  

JOKER  

SEDUCER  

EVERYMAN  

CAREGIVER  

IDEALIST  

RULER  

GURU  

CATALYST  

Hotels  Shopping  Malls   Hong  Kong,  general  sample,  August  2013  

Key emotional goals

Hotels •  Different •  Original •  Passionate •  Responsible •  Caring •  Unique

Shopping malls •  Different •  Original •  Funny •  Playful •  Creative •  Individual

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Some hotel guests want comfort & intimacy

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Other hotel guests want to explore

Westin and Le Meridien Hotels as archetypes?

0  

20  

40  

60  

80  

100  WARRIOR  

ARTIST  

EXPLORER  

REBEL  

JOKER  

SEDUCER  

EVERYMAN  

CAREGIVER  

IDEALIST  

RULER  

GURU  

CATALYST  

The future

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Environmental cues set expectations

The symbolism and smell of courage, and the comfort of protection

javascript:;

The sense of nurture and purity

The look of innocence (Idealism)

The power of imagination

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Divider slide Marketing to the senses

•  Sensory integration

•  Emotional signals •  Unify, Simplify, Amplify

Thank You www.tapestryworks.asia