Speech of Karsten Klepper

  • Published on
    04-Mar-2015

  • View
    37

  • Download
    2

Embed Size (px)

Transcript

<p>Institut fr integrierte multisensorische Markenbildung</p> <p>The future of marketing multisensory branding: yesterday, today, tomorrow.</p> <p>Karsten Klepper</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory branding Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory branding Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>Sight</p> <p>Sound</p> <p>Scent</p> <p>Taste</p> <p>Touch</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>Sight</p> <p>Sound</p> <p>Scent</p> <p>Taste</p> <p>Touch</p> <p>1.000.000</p> <p>150.000</p> <p>4</p> <p>1</p> <p>20.000</p> <p>Source: bertragungskapazitten ins Gehirn in Liter Eigene Darstellung in Anlehnung an Birnbaumer/Schmidt 2006</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>Sight</p> <p>Sound</p> <p>Scent</p> <p>Taste</p> <p>Touch</p> <p>83</p> <p>11</p> <p>3,5</p> <p>1,5</p> <p>1,0</p> <p>Source: Eigene Darstellung in Anlehnung an Hensel, 2005; Bream, 1985</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg Egmont Ehapa</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>Sight</p> <p>Sound</p> <p>Scent</p> <p>Taste</p> <p>Touch</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>Sight</p> <p>Sound</p> <p>Scent</p> <p>Taste</p> <p>Touch</p> <p>8. month</p> <p>4. month</p> <p>3. month</p> <p>3. month</p> <p>6. weeks</p> <p>Source: Multisensory as a baby Birnbaumer/Schmidt 2006</p> <p> 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>Sight</p> <p>Sound</p> <p>Scent</p> <p>Taste</p> <p>Touch</p> <p>58 %</p> <p>41 %</p> <p>45 %</p> <p>31 %</p> <p>25 %</p> <p>Source: Wichtigkeit der Sinne bei Kaufentscheidungen/ Lindstrm 2005</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>WHY?</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>25.000.000brands worldwide</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>1.346.000brands</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>30.000.000.000 media spendings</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>32.000new products each year</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>150products we use</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p> 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p> 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>3500messages per day</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>0,0004 %of all information reach your consciousness</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>90 %of your experiences are stored</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>learn experience remember</p> <p> 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>Higher Brand Recall Ability to store experiences in your memory80-90%</p> <p>40-50%</p> <p>10-20%</p> <p>Number of Senses addressed:</p> <p>1</p> <p>2-3</p> <p>4-5</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>Wont be one sense enough?</p> <p> 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>You have money.</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>500.000.000 media budget / year</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p> 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p> 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>Markenworkshop_Markus Hofmann 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p> RED BRANDING 2009 1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>Juli. 25 2008 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding</p> <p> RED Luxembourg 1st EVENTSUMMIT BRANDING 2008</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>You have time</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>1000years</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>Sight</p> <p>Sound</p> <p>Scent</p> <p>Taste</p> <p>Touch</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>NotaSensorik</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>NotaSensorikMethodology for creating holistic brand experience by developing a brand integrated, multisensory and coherent.</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>Corporate Senses: Thinking in concepts</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>Please close your eyes.</p> <p> 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>Pleasure</p> <p>Fun</p> <p>IHRE FSSESIE EINENWARMEN, WEICHEN SAND. SIE TRINKEN HREN PAPAGEIEN. VOR. STELLEN SIE SICH DAS MEER FHLEN MANGO-KOKOS COCKTAIL.</p> <p>Hot</p> <p>Caribbean</p> <p>Exotic</p> <p>Distance</p> <p> 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>OCEAN/ BEACH</p> <p>MANGO/ COCONUT</p> <p>Caribbean</p> <p>WARM/ SAND</p> <p>REGGAE/ PARROT SWEET/ TROPICAL</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>Caribbean</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>???</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>BRAND</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>Multisensory Branding today</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p> 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>Deutsche Bank Brand Promise</p> <p>Leistung aus Leidenschaft Passion to perform</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>Deutsche Bank Brand Concept</p> <p>PASSION</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>Color association Passion</p> <p>61 %</p> <p>14 % 8% Source: (The Impact of colors, Mrs. Dr. Heller, 2005) 7% 5% 5%</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>Deutsche Bank Corporate Color</p> <p>Disctance 65% Coldness 51% Sportive 40% Rational / Technical</p> <p>Source: (The Impact of colors, Mrs. Dr. Heller, 2005)</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>Conflict in perception and experience</p> <p>Disctance 65% Coldness 51% PASSION Sportive 40% Rational / Technical</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>Sight</p> <p>BRAND</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>BMW Brand Promise</p> <p>Pleasure to drive.</p> <p> 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>BMW Brand Concept</p> <p>PLEASURE</p> <p> 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>BMW Color association of pleasure</p> <p>29 %</p> <p>17 % 13 % 12 % 12 % 10 %</p> <p>Source: (The Impact of colors, Mrs. Dr. Heller, 2005)</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p> <p>1st EVENTSUMMIT Luxembourg</p> <p>Institut fr integrierte multisensorische Markenbildung</p> <p>BMW Sound association of pleasure</p> <p>PLEASURE</p> <p>HEARTBEAT</p> <p> 2011 - Corporate Senses, Institute of integrated multisensory Branding</p>...