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A review of sensory branding with a point of view on how sensory branding should develop through better integration of the senses, a stronger link to brand identity and emotional priming through sensory design. This presentation covers some of the ideas in Brand esSense, available on 3 November 2013.
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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
