brand sense 2

8/2/2019 Brand Sense 2

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Brand SenseBuild Powerful Brands through

Touch, Taste, Smell, Sight & Sound


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Did You Know?


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The gratifying new-car smell thataccompanies the purchase of a newcar is actually from a factory-installed

aerosol can containing new-car

aroma


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The Kelloggs trademarked crunchysound and feel of eating cornflakes wascreated in sound labs and patented inthe same way that the company owns

its recipe and logo.


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Singapore Airlines has patented a scent

that is part of every female flightattendants perfume, as well as

blended into the hot towels served

before takeoff, and which generallypermeates their entire fleet ofairplanes.


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Starbucks sensory uniqueness is farless strongly associated with the smelland taste of coffee than with the

interior design of its cafes and its green

and white logo.


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Branding: The NextGeneration


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1950s

USP

Product Feature

Based

60s & 70s

ESP

Emotional

Appeal Based

1980s

OSP

Corporate

Branding

1990s

BSP

Brand is

stronger than

physicaldimensions of

the product

Present

MSP

The brand in

owned by theconsumer

Branding to the Present Day


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Future of Branding

Holistic Selling Proposition (HSP)

HSP brands anchor in tradition and adopt to religion or culture

Each HSP brand has its own identity expressed in message, shape,

symbol, ritual and tradition

They leverage on sensory branding


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From 2-D Branding to 5-DBranding


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2-D Branding

Marketing communications industry largely communicates in a

two dimensional world

Advertising clutter is force brand marketers to explore new

frontiers

Brands will have to break the 2-D impasse and appeal to other

senses as well

It is estimated that 40 % of the worlds Fortune 500 brands will include

sensory branding strategy in their marketing plan by the end of 2012


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Sensory Branding

Targeting the 5 Senses


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5-D Branding Sensory Importance

Sensory Importance as %

31

58

45

41

25

010

20

30

40

50

60

70

1 2 3 4 5

Based on Millward Browns global study linking branding and sensory awareness


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The Power of Sound

Nokia is the worlds largest cell phone manufacturer

The music for the Nokia ring tone has been trademarked

Nokia has spent nothing in marketing its ring tone

Brand sense study shows that 41 % consumers across the world

recognize the ring tone

Over the past five years Nokia has established a solid indirectbranding machine which feeds on our senses


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Shaping Brands - Sight

Milton S. Hershey registered his Hersheys Kisses

Over the past century an entire Hershey world has been built

around the original Kisses

Everyday 25 million Kisses roll off the production line in Hershey,

Pennsylvania

The town bills itself as the sweetest place on earth

Streetlights are shaped like Kisses and there is accommodation,

amenities and activities in all flavors


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Touch

Coca-Cola bottle became an instant icon when introduced

The brand dissipated when the organization started using plastic

bottles and aluminum cans

In 1996 Coca-Cola worked on Project Can

The famous bottle was to morph into a bottle-shaped aluminum

can

The project failed as the can was not able to take the weight of the

contents

Coke cans became similar to any other soda can with only red

color to distinguish them

A year later Sapporo Breweries in Japan actually introduced a

bottle shaped aluminum container


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Smell

The interiors of older Rolls-Royce models smelled of natural

substances like wood, leather and wool

When Rolls-Royce started getting complains about the new models

not living to the expectations the key differential was found to be

the smell

To date hundreds of thousands of dollars have been spent by the

organization trying to reproduce the distinct smell of the 1965

Silver Cloud Rolls-Royce


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Taste

Taste is similar to smell

A Disney World popcorn attendant uses smell to increase sales

When sales is low he turns on the artificial popcorn smell to lurecustomers

Victorias Secret has their own blend of potpourri giving their

lingerie an instantly recognizable scent


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Sensory BrandingStrategies

Smashing your Brand


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Does your brand retain its

identity when broken intopieces?

Do these pieces work independently and also contribute to the overall

brand identity by creating synergies?


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Service

Tradition

Ritual

Navigation

Picture

ColorShape

Name

Language

Icon

Sound

Behavior

Smashing Your Brand The


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Process of SensoryBranding


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Purpose

Emotional Engagement

Optimize the match between perception and reality

Create a brand platform for product extensions and ensure a

trademark


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Six Steps to Sensory Branding

Sensory audit

Branding staging

Brand dramatization

Brand signature

Brand implementation

Brand evaluation


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Leverage existing sensory touch points

There must be sensory consistency and authenticity

Progress across sensory touch points must be constantly monitored

Secure a positive sensory ownership

Sensory Audit


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Secure synergy across touch points

Synergy can potentially double the effect of brand communications

Each channel has to be optimized and then linked with one another

Brand Staging


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Its about your brand personality

What feelings and emotions can be generated by enhancing your

sensory appeal

What sensory priorities should be leveraged to perfect brand

perception

Brand Dramatization


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It is your unique statement

It is created when each sensory component is designed to form a

complete message

It is about the brands personality

About the brands moods and attitudes

About the brands engaging in a dialogue appropriate to time,

place and circumstance

Brand Signature


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A step-by-step implementation report for every department

affected by the strategy

Sensory branding has to involve research and development, sales,

and operations as well

Brand Implementation


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To what degree does the revised sensory brand manage to achieve

the desired effect

To what extent is the sensory appeal loyal to its heritage

As a result of this sensory integration, is the brand still perceived

to be authentic

Brand Evaluation


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Creating a Brand Religion


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Loyalty is the starting point forBranding..

TIME

BONDING

Loyalty

Tradi

tion

Ritual

Religion


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Singapore Airlines Apple

Disney

Mercedes-Benz

Marlboro

Tiffany

Louis Vuitton

Nokia

Harley - Davidson

Top Ten Sensory Brands


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Ikea Motorola

Virgin

KFC

Adidas

Sony

Burger King

McDonalds

Kleenex

Microsoft

Untapped Sensory Potential


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Thank you

brand sense 2

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