Speech of Karsten Klepper

Institut fr integrierte multisensorische Markenbildung

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

Karsten Klepper

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg


2011 - Corporate Senses, Institute of integrated multisensory branding Branding



2011 - Corporate Senses, Institute of integrated multisensory branding Branding



Sight

Sound

Scent

Taste

Touch




Sight

Sound

Scent

Taste

Touch

1.000.000

150.000

4

1

20.000

Source: bertragungskapazitten ins Gehirn in Liter Eigene Darstellung in Anlehnung an Birnbaumer/Schmidt 2006




Sight

Sound

Scent

Taste

Touch

83

11

3,5

1,5

1,0

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


1st EVENTSUMMIT Luxembourg Egmont Ehapa


Sight

Sound

Scent

Taste

Touch




Sight

Sound

Scent

Taste

Touch

8. month

4. month

3. month

3. month

6. weeks

Source: Multisensory as a baby Birnbaumer/Schmidt 2006

2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding



Sight

Sound

Scent

Taste

Touch

58 %

41 %

45 %

31 %

25 %

Source: Wichtigkeit der Sinne bei Kaufentscheidungen/ Lindstrm 2005




























WHY?













25.000.000brands worldwide




1.346.000brands




30.000.000.000 media spendings




32.000new products each year




150products we use













3500messages per day




0,0004 %of all information reach your consciousness




90 %of your experiences are stored




learn experience remember




Higher Brand Recall Ability to store experiences in your memory80-90%

40-50%

10-20%

Number of Senses addressed:

1

2-3

4-5




Wont be one sense enough?




You have money.




500.000.000 media budget / year
















Markenworkshop_Markus Hofmann 2011 - Corporate Senses, Institute of integrated multisensory Branding

RED BRANDING 2009 1st EVENTSUMMIT Luxembourg


Juli. 25 2008 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

RED Luxembourg 1st EVENTSUMMIT BRANDING 2008


You have time




1000years




Sight

Sound

Scent

Taste

Touch







NotaSensorik




NotaSensorikMethodology for creating holistic brand experience by developing a brand integrated, multisensory and coherent.




Corporate Senses: Thinking in concepts




Please close your eyes.




Pleasure

Fun

IHRE FSSESIE EINENWARMEN, WEICHEN SAND. SIE TRINKEN HREN PAPAGEIEN. VOR. STELLEN SIE SICH DAS MEER FHLEN MANGO-KOKOS COCKTAIL.

Hot

Caribbean

Exotic

Distance




OCEAN/ BEACH

MANGO/ COCONUT

Caribbean

WARM/ SAND

REGGAE/ PARROT SWEET/ TROPICAL




Caribbean




???




BRAND




Multisensory Branding today







Deutsche Bank Brand Promise

Leistung aus Leidenschaft Passion to perform




Deutsche Bank Brand Concept

PASSION




Color association Passion

61 %

14 % 8% Source: (The Impact of colors, Mrs. Dr. Heller, 2005) 7% 5% 5%







Deutsche Bank Corporate Color

Disctance 65% Coldness 51% Sportive 40% Rational / Technical

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




Conflict in perception and experience

Disctance 65% Coldness 51% PASSION Sportive 40% Rational / Technical




Sight

BRAND




BMW Brand Promise

Pleasure to drive.




BMW Brand Concept

PLEASURE




BMW Color association of pleasure

29 %

17 % 13 % 12 % 12 % 10 %

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







BMW Sound association of pleasure

PLEASURE

HEARTBEAT




Sight

BRAND













What we cant see.




Acustic decoding Pleasure

Source: Groves Sound Communications

FREUDE




Acustic decoding BMW Sound Logo

Quelle: Groves Sound Communications

BMW Sound Logo




Acustic decoding Pleasure

Source: Groves Sound Communications

FREUDE




Acustic decoding Audi Sound Logo

Quelle: Groves Sound Communications

Audi Sound Logo




Sight

BRAND




BRAND




Brand conceptCoherent

Brand concept




Brand conceptCoherent

Brand core




NotaSensorische survey 2010




What does Luck taste like?




What does Power sound like?




Integrated multisensory brandingPower Coding of Power

Visuell

Akustisch

Olfaktorisch

Gustatorisch

Haptisch

De-coding of Power




Sight

Taste

Sound

Brand Concept

Touch

Scent




Multisensory EnhancementStronger brand recall

85Multi-dimensional congruent

Brand Recall in %

75

Mono-dimensional Multi-dimensional Incongruent

65

1

2

3Days (Direct contacts with the brand)

4

5




be multi-sensory




be multi-sensory but coherent




Thinking in Concepts




2011 - Corporate Senses, Institut fr integrierte multisensorische Markenbildung Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg INA AWARD 2011


Many thanks.

2011 - Corporate Senses, Institut fr integrierte multisensorische Markenbildung Institute of integrated multisensory Branding


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Speech of Karsten Klepper

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