Download - Making Sense Out of Branding
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Making Sense Out of Branding:
Engage people through all five senses.
Paul A. Kiewiet MAS CIP Speaker, Coach, Consultant www.create2bgreat.com
Come to Your Senses and Build Your Brand
• The role of the five senses in building brands and engaging people.
• The twelve connection points of branding. • The synergistic effect of multi-sensory media. • Creating value and relevancy with multi-sensory
media • Interesting, Ah-Ha Moments!
Brand: Christmas Sights
Sounds
Tastes
Smells
Touches and Textures
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Unique
Selling
Proposition
The Physical Product was the key differentiator
The 60’s and 70’s The Emotional Selling Proposition
Products perceived as different because of emotional
attachment.
I'd like to buy the world a home and furnish it with love,
Grow apple trees and honey bees, and snow white turtle doves.
I'd like to teach the world to sing in perfect harmony,
I'd like to buy the world a Coke and keep it company
It's the real thing, Coke is what the world wants today.
80’s OSP
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The Organization behind the brand becomes the brand. The Brand Selling Proposition -BSP
The “ME” Selling Proposition
Holistic Selling Proposition
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Holistic Branding Consistent
Message
Shapes
Rituals
Traditions
Symbols
Senses link to memory and tap
emotions
Senses link to memory and tap physical reactions
Advertisement becomes Icon
Experience Consistency
Sensory Perfume Uniform Behavior
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Smell is connected to memory
The one sense you can’t turn off
Sound is connected to mood.
Touch =��� Connection
Taste Taste
What examples can you come up with of brands that use ���
Sound���Smell ���Taste ���Touch���Visual ���
Brand Cues?
12 Components of a Brand Personality
picture
color
shape name
language icon sound navigation
behavior tradition service
ritual
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Branding by Picture
Branding By Color
Branding by Shape
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Branding by Shape
Shape defines the brand
The Brand Name
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Owning the Language • Crunch = Kellogg’s 74% • Masculine = Gillette 59% • One Brand Owns 6 words 80%
– Happy – Fantasy – Magic – Dreams – Creativity
– Smile
Ding! Navigational Consistency:
• Brochure
• Website
• Instore
• Promotions
• Product
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Brand Behavior
Service
Tradition
Rituals
Ritualizing Your Brand
Create Value by Involving ���All of the Senses
Seeing with fingers
Hearing with our eyes
We taste with our nose
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Hearing is Passive
Listening is Active
Effective Brands Target Both Hearer and Listener
83% of retained information is received visually.
But smell is the most persuasive
Shapes create a solid foundation for brand building.
Each Sense Can be Leveraged to Build a Better, Stronger, More Durable Brand.
You can create positive synergy across several touch points using multi-sensory media.
Instead of spending more executing less effective campaigns, why not add
multi-sensory media
and reinforce key messages, engage your audience and make
yourself memorable?
What messages and senses, feelings, meanings can
you reinforce?
Set the Stage.
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Smashing the Brand! Finding unique shapes, scents, tastes, colors and textures and getting audiences to interact with the brand.
Understand Brand Ingredients Visual strategy, tactile, shapes, aroma, taste, sounds. . .
The Art of Selling Perception Optimize every dimension. How Can You Help
Your Clients Connect More of the Senses?
Establish a sense of belonging to a community.
Place the User at the Center of Communications
Touch all of their senses.
“Get into their Lifestyle and Into Their Mind” Joel Schaffer, MAS
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Engage all of the senses Questions?
Paul A. Kiewiet MAS CIP Speaker, Coach, Consultant [email protected] www.create2bgreat.com 269-806-4489
Bibliography and Recommended Reading:
BRANDsense: Build Powerful Brands through Touch, Taste, Smell, Sight and Sound By Martin Lindstrom