Speech of Karsten Klepper

© 2011 - Corporate Senses, Institute of integrated multisensory Branding

Institut für integrierte multisensorische Markenbildung

1st EVENTSUMMIT Luxembourg

The future of marketing – multisensory branding: yesterday, today, tomorrow.

Karsten Klepper



1st EVENTSUMMIT Luxembourg© 2011 - Corporate Senses, Institute of integrated multisensory branding





1st EVENTSUMMIT Luxembourg© 2011 - Corporate Senses, Institute of integrated multisensory branding





Sight Sound Scent Taste Touch




Source: Übertragungskapazitäten ins Gehirn in LiterEigene Darstellung in Anlehnung an Birnbaumer/Schmidt 2006

150.000 20.000141.000.000





83 11 3,5 1,5

Source: Eigene Darstellung in Anlehnung an Hensel, 2005; Bream, 1985

1,0

Egmont Ehapa











Source: „Multisensory as a baby“ Birnbaumer/Schmidt 2006

© 2011 - Corporate Senses, Institut für integrierte multisensorische Markenbildung

6. weeks4. month8. month 3. month 3. month






Source: Wichtigkeit der Sinne bei Kaufentscheidungen/ Lindström 2005

58 % 41 % 45 % 31 %25 %































WHY?













25.000.000brands worldwide




1.346.000brands




30.000.000.000 €media spendings




32.000 new products each year




150 products we use






1st EVENTSUMMIT Luxembourg© 2011 - Corporate Senses, Institut für integrierte multisensorische Markenbildung







3500 messages per day




0,0004 % of all information reach

your consciousness




90 % of your experiences are stored




learn

experience

remember





1 2-3 4-5

10-20%

40-50%

80-90%

Number of Senses addressed:

Higher Brand Recall Ability to store experiences in your memory




Won‘t be one sense enough?





You have money.




500.000.000 € media budget / year















1st EVENTSUMMIT Luxembourg© RED BRANDING 2009Markenworkshop_Markus Hofmann



1st EVENTSUMMIT LuxembourgJuli. 25 2008 © RED BRANDING 2008© 2011 - Corporate Senses, Institut für integrierte multisensorische Markenbildung




You have time




1000years











NotaSensorik®




NotaSensorik®Methodology for creating holistic brand experience by

developing a brand integrated, multisensory and coherent.




Corporate Senses:

„Thinking in concepts“




Please close your eyes.





SIE HÖREN PAPAGEIEN.STELLEN SIE SICH DAS MEER VOR.IHRE FÜSSE FÜHLEN WARMEN, WEICHEN SAND.SIE TRINKEN EINEN MANGO-KOKOS COCKTAIL.

Caribbean

Pleasure Fun

Hot

DistanceExotic





MANGO/COCONUT

REGGAE/PARROT

SWEET/TROPICAL

OCEAN/BEACH

WARM/SANDCaribbean




Caribbean




???




BRAND




Multisensory Branding

today







Deutsche BankBrand Promise

Leistung aus Leidenschaft

Passion to perform




PASSION

Deutsche BankBrand Concept




Color associationPassion

Source:

(The Impact of colors, Mrs. Dr. Heller, 2005)

61 %

14 %

8 %

7 %

5 %

5 %







Deutsche BankCorporate Color

Source:


Disctance 65%

Coldness 51%

Sportive 40%

Rational / Technical




Conflict in perception and experience

Disctance 65%

Coldness 51%

Sportive 40%

Rational / Technical

PASSION




BRAND

Sight




BMWBrand Promise


Pleasure to drive.




PLEASURE

BMWBrand Concept





Source:


29 %

17 %

13 %

12 %

12 %

10 %

BMWColor association of pleasure







HEARTBEAT

BMWSound association of pleasure

PLEASURE




BRAND

Sight













What we can‘t see.





Acustic decodingPleasure

FREUDE

Source: Groves Sound Communications




Acustic decodingBMW Sound Logo

BMW Sound Logo

Quelle: Groves Sound Communications




Acustic decodingPleasure

FREUDE

Source: Groves Sound Communications




Acustic decodingAudi Sound Logo

Audi Sound Logo

Quelle: Groves Sound Communications




BRAND

Sight




BRAND




Brand concept

Brand conceptCoherent




Brand conceptCoherent

Brand core




NotaSensorische survey 2010




What does Luck


taste like?




What does Power

sound like?




Integrated multisensory branding„Power“

Visuell Akustisch Olfaktorisch Gustatorisch Haptisch

Coding of „Power“

De-coding of „Power“




ScentTouch

Sound

Sight

Taste

Brand Concept




65

1 2 3 4 5

75

85

Bra

nd R

ecal

l in %

Mono-dimensional

Multi-dimensionalcongruent

Multi-dimensionalIncongruent

Days (Direct contacts with the brand)

Multisensory Enhancement Stronger brand recall




be multi-sensory





be multi-sensory

but coherent





„Thinking in Concepts“



1st EVENTSUMMIT Luxembourg© 2011 - Corporate Senses, Institut für integrierte multisensorische Markenbildung INA AWARD 2011




Many thanks.


Documents

Speech of Karsten Klepper