scent branding in a multi-sensory context——simon
TRANSCRIPT
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Marketing Innovation –
Sensory Branding
Simon Harrop, Founder Brand Sense
simonharrop
Blog: www.simonharrop.com
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Copyright © 2014 BRAND sense academy
Sensagram exercise
Sight
TasteSound
TouchSmell
1
23
4
5
0
Choose a brand in your group
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Copyright © 2014 BRAND sense academy
8 500…TV ads per year!
6
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Copyright © 2014 BRAND sense academy
0000002…by the age of 65!
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Copyright © 2014 BRAND sense academy
8Hours
YEARS
Days a WEEK7
6
Hours EACH day
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Copyright © 2014 BRAND sense academy
YEAR
RE
CA
LL
19901965
34%
8%
The declining effectiveness of broadcast media
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Copyright © 2014 BRAND sense academy
Vision overload
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Copyright © 2014 BRAND sense academy
Daily branded messages
have increased by over
Over 3,000
in 1997
560
in 1971
source: Data Smog, David Shenk
400%
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Copyright © 2014 BRAND sense academy
83%[Insert picutre of person
with binoculars]Of all information people
receive is visual
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The danger
of relying
on vision alone
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Copyright © 2014 BRAND sense academy
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Why multi-sensory?
% Identifying Each Sense as “Very
or Important”
% Spend Against the Senses by
Fortune 500 Companies
Sight 58% 84.2%
Sound 41% 12.1%
Smell 45% 1.9%
Touch 25% 0.9%
Taste 31% 0.9%
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Copyright © 2014 BRAND sense academy
Source: BRANDsense, Martin Lindstrom
Sight TasteSmell TouchSound
Why multi-sensory?
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Copyright © 2014 BRAND sense academy
Brands and emotions –
Beyond the Functional
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Copyright © 2014 BRAND sense academy
“The decision process in brand
adoption, engagement and loyalty is
70% emotional.”
Robert Passikoff
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Copyright © 2014 BRAND sense academy
Where brand preference comes from
The ladder of
intimacyconscious
nonconscious™
rational
emotional
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Copyright © 2014 BRAND sense academy
Price ($) 30,880 31,225 28,300 29,170
Engine 2793cc 24-valve
Six cylinder variable valve
timing
2997cc 24-valve
Six cylinder variable valve
timing
2967cc 24-valve
Six cylinder variable valve
timing and inlet manifolding
2959cc 24-valve
Six cylinder variable inlet
manifolding
Power 198bhp at 5500 rpm 218 bhp at 5800 rpm 240 bhp at 6800 rpm 226 bhp at 6200 rpm
Torque 207 lb ft at 3500 rpm 219 lb ft at 3800 rpm 221 lb ft at 4500 rpm 202 lg ft at 5000 rpm
Transmission 5 speed manual
Rear wheel drive
5 speed auto
Rear wheel drive
5 speed manual
Rear wheel drive
6 speed manual
Front wheel drive
Weight 1440 kgs 1720 kgs 1628 kgs 1510 kgs
Max Speed 147 mph 143 mph 146 mph 150 mph
0 – 60 MPH 7.3 secs 8.0 secs 6.8 secs 7.6 secs
Fuel Economy 28.5 mpg 24.8 mpg 22.7 mpg 22.6 mpg
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Copyright © 2014 BRAND sense academy
Price ($) 30,880 31,225 28,300 29,170
Engine 2793cc 24-valve
Six cylinder variable valve
timing
2997cc 24-valve
Six cylinder variable valve
timing
2967cc 24-valve
Six cylinder variable valve
timing and inlet manifolding
2959cc 24-valve
Six cylinder variable inlet
manifolding
Power 198bhp at 5500 rpm 218 bhp at 5800 rpm 240 bhp at 6800 rpm 226 bhp at 6200 rpm
Torque 207 lb ft at 3500 rpm 219 lb ft at 3800 rpm 221 lb ft at 4500 rpm 202 lg ft at 5000 rpm
Transmission 5 speed manual
Rear wheel drive
5 speed auto
Rear wheel drive
5 speed manual
Rear wheel drive
6 speed manual
Front wheel drive
Weight 1440 kgs 1720 kgs 1628 kgs 1510 kgs
Max Speed 147 mph 143 mph 146 mph 150 mph
0 – 60 MPH 7.3 secs 8.0 secs 6.8 secs 7.6 secs
Fuel Economy 28.5 mpg 24.8 mpg 22.7 mpg 22.6 mpg
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Copyright © 2014 BRAND sense academy
Sight
Touch
Smell
Taste
Sound
Intimacy
The human spiral to intimacy
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Copyright © 2014 BRAND sense academy
SightProduct sound
Brand music
Sonic logoSound
Smell
Taste
Intimacy Touch
Pack materials
Product texture
Signature
aroma
Product
fragrance
Flavour
Mouth feel
Logo
Image
Typography
Colour
Designing intimate branded experiences - Somatic markers
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Copyright © 2014 BRAND sense academy
1915
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Copyright © 2014 BRAND sense academy
1915
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Copyright © 2014 BRAND sense academy
Remove the logo
and what’s left…?
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Copyright © 2014 BRAND sense academy
xS
ou
nd
Sm
ell
Smash
Your
Brand™
Smell
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Copyright © 2014 BRAND sense academy
Smashable?
You bet!
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Smash Ronald’s
house!
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Copyright © 2014 BRAND sense academy
Branded shape…
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You are
ABSOLUTly right
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Copyright © 2014 BRAND sense academy
Welcome to our Kingdom – the place where creativity and
fantasy go hand in hand spreading smiles and
magic at every generation…
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Those happy memories
BRAND
senseby Martin Lindstrom
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Can you hear the
sound of a chip?
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The power
of a colour
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Awaken some
childhood memories?
Original
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Who’s that?
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Copyright © 2014 BRAND sense academy
Smashable?
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Consistent….
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Across all channels
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Copyright © 2014 BRAND sense academy
Down to the
very detail
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Turning
irrelevant stuff
into “cute” stuff
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Motivating staff too!
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1 2 3 4 5 6 7 8 9 1 0
Smash Your Brand
(Somatic Markers)
1 2 3 4 5 6 7 8 9 1 0
1 2 3 4 5 6 7 8 9 1 0 1 2 3 4 5 6 7 8 9 1 0
1 2 3 4 5 6 7 8 9 1 0 1 2 3 4 5 6 7 8 9 1 0
1 2 3 4 5 6 7 8 9 1 0 1 2 3 4 5 6 7 8 9 1 0
1.
Which signals
do you “own”?
2.
What would you
like to “own”?
3.
Identify your
priority top 3
4.
Take it to the extreme
5.
Secure an ownership
6.
Establish a sensory
brand manual
7.
Be patient8.
Test your ownership
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Super-additivity
1+1=3
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fMRI Research DM vs Digital
Identical visual message
30 participants scanned
Message presented on paper and on a screen
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Sense of ‘place’
We can locate printed words and pictures in space which makes them more ‘real’
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More emotions
More emotional with physical material
Emotions are important for brands
Influence media choice?
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Paper is special !
more ‘real’ for the brain
internalised more
more emotions involved
better decision making
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The Lick Process
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Some of our tools
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Typical results•
• 28% brand switch
• 35% sales uplift
• 16% 8 weeks later
• Driving brand loyalty
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Case Study
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Copyright © 2014 BRAND sense academy
Your brand tomorrow?
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Copyright © 2014 BRAND sense academy
Thank You
I’d love to continue the discussion
on this innovative field of brand
marketing………..
www.simonharrop.com/blog
: Simon Harrop