Download - Sensory Branding: Past, Present & Future
![Page 1: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/1.jpg)
Sensory Branding: !Past, Present & Future
21 October 2013
Neil Gains
![Page 2: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/2.jpg)
Divider slide
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”
![Page 3: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/3.jpg)
Past
![Page 4: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/4.jpg)
Divider slide
Singapore Airlines was a pioneer
![Page 5: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/5.jpg)
Coco Chanel was there 70 years before
![Page 6: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/6.jpg)
The first example of sensory branding?
![Page 7: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/7.jpg)
![Page 8: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/8.jpg)
What would you do if you lost your sense of smell?
![Page 9: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/9.jpg)
![Page 10: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/10.jpg)
Our sense of touch connects us to the world
![Page 11: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/11.jpg)
Our brain keeps maps of our bodies
![Page 12: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/12.jpg)
Edward Hall showed how we map space
![Page 13: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/13.jpg)
Our bodies are ‘moved’ by sound
![Page 14: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/14.jpg)
And our eyes think they see things moving
![Page 15: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/15.jpg)
Choose the right colour for success
![Page 16: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/16.jpg)
![Page 17: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/17.jpg)
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
![Page 18: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/18.jpg)
Should we really just focus on five?
![Page 19: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/19.jpg)
Is there a better division of the senses?
Vision Hearing Taste Smell Touch
Temperature Pain
Balance Body awareness
VISION HEARING FLAVOUR
HAPTIC
ORIENTING
![Page 20: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/20.jpg)
Divider slide
Kiki and Bouba: which is which?
![Page 21: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/21.jpg)
The brain is a pattern recognition machine
![Page 22: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/22.jpg)
Divider slide
The brain works top down, and “believing is seeing” (as in the hollow mask illusion)
![Page 23: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/23.jpg)
Present
![Page 24: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/24.jpg)
Divider slide
Does a ‘kiss’ taste different to a chocolate bar?
![Page 25: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/25.jpg)
Divider slide
How do packages change experience?
![Page 26: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/26.jpg)
Divider slide
Adding texture to what you wear?
![Page 27: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/27.jpg)
Divider slide
Designing open, engaging spaces
![Page 28: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/28.jpg)
Divider slide
Food sculptures?
![Page 29: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/29.jpg)
![Page 30: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/30.jpg)
Divider slide
Branding is a challenge of signal detection
![Page 31: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/31.jpg)
Divider slide
Successful brands have emotional focus
![Page 32: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/32.jpg)
![Page 33: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/33.jpg)
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
![Page 34: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/34.jpg)
Key emotional goals
Hotels • Different • Original • Passionate • Responsible • Caring • Unique
Shopping malls • Different • Original • Funny • Playful • Creative • Individual
![Page 35: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/35.jpg)
Divider slide
Some hotel guests want comfort & intimacy
![Page 36: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/36.jpg)
Divider slide
Other hotel guests want to explore
![Page 37: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/37.jpg)
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
![Page 38: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/38.jpg)
The future
![Page 39: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/39.jpg)
![Page 40: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/40.jpg)
Divider slide
Environmental cues set expectations
![Page 41: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/41.jpg)
![Page 42: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/42.jpg)
The symbolism and smell of courage, and the comfort of protection
![Page 43: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/43.jpg)
javascript:;
![Page 44: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/44.jpg)
The sense of nurture and purity
![Page 45: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/45.jpg)
![Page 46: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/46.jpg)
The look of innocence (Idealism)
![Page 47: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/47.jpg)
The power of imagination
![Page 48: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/48.jpg)
![Page 49: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/49.jpg)
Divider slide
Divider slide Marketing to the senses
• Sensory integration
• Emotional signals • Unify, Simplify, Amplify
![Page 50: Sensory Branding: Past, Present & Future](https://reader033.vdocument.in/reader033/viewer/2022050815/545ccd29b0af9fb32c8b4b5b/html5/thumbnails/50.jpg)
Thank You www.tapestryworks.asia