Priyatharesini R Poornima K Roshini S

4/18/2012 Thiyagarajar School of ManagementSensory branding 1

How strongly does a particular SENSE come to mind in association with the brand
How is the association, is it positive or negative?

Is the association really distinctive and meaningful?

Does the association evoke memories and experience?

4/18/2012

Thiyagarajar School of ManagementSensory branding

SENSORY BRANDING
The branding that attempts to foster a lasting emotional connect between the brand and the consumer Touching and triggering all five senses of consumers sight, sound, touch, taste and smell This is where Neuro-marketing comes into picture
4/18/2012

Marketing MastermindManagement- 2010 March, Thiyagarajar School of

Sensory branding

Sense of Sight
Eyes help in visualizing a product Consumers get a sense of satisfaction only when they see a product Sight is the most favoured sense for advertisers Visual marketing

4/18/2012

Thiyagarajar School of ManagementSensory branding

Phillips Lounge
Phillips light lounge

experience zones Created across 700 1000 sq. ft. area Solution for home decorative lighting segments Provides consumers a unique see, touch and feel experience
4/18/2012 Thiyagarajar School of ManagementSensory branding 5

Sense of Sound
Often connected to mood Only 4% of fortune 500 brands deploy sound online Example Intel Bong : Most recognized audio signature IDs in the world Auditory Marketing

4/18/2012

Thiyagarajar School of ManagementSensory branding

Crunchy Kelloggs
Kelloggs had experimented the synergy between crunch and taste Patented their products crunchiness If there is no crunchiness, the product is considered unfit even if it tastes good

4/18/2012

Thiyagarajar School of ManagementSensory branding

Sense of Touch
Skin is the largest sensory organ Consumers should be able to sense a product through touch Product should be uniquely designed or packed Tactile Marketing

4/18/2012

Thiyagarajar School of ManagementSensory branding

Toblerone
Swiss chocolate Pioneer of prism shaped chocolates Reminds consumers of the The Matterhorn peak of Swiss The unique triangular package helps the product get noticed quickly
Thiyagarajar School of ManagementSensory branding

4/18/2012

Sense of Taste
Mostly involved in food products Good taste..Great satisfaction Consumers are even willing to pay high price for tasty food Eg. Starbucks coffee Gustative Marketing

4/18/2012

Thiyagarajar School of ManagementSensory branding

10

Lays
No one can eat just one Every flavour has a unique taste Youth brand with irresistible taste In 2008, Lays launched Fight for your Flavour programme
Thiyagarajar School of ManagementSensory branding

4/18/2012

11

Sense of Smell
A person is 10,000 times more receptive to smell than taste When a consumer finds a product to be of good fragrance or tempting smell he gets an impulse to purchase the product Eg. Dettol, Sunsilk Olfactory Marketing

4/18/2012

Thiyagarajar School of ManagementSensory branding

12

Singapore Airlines
Commissioned an aroma Stefen Floridian Waters This fragrance became a distinguished trademark Aroma suffused in attendants perfume, cosmetics, news papers, hot towels, etc

4/18/2012

Thiyagarajar School of Managementwww.cdf.org Sensory branding

13

End Note
83% of commercial communication appeals only to the sense of sight Its extraordinary as 75% of our daily emotions is influenced by what we smell and theres a 65% chance of mood change when exposed to positive sound Importance of our senses has been completely overlooked in the brand building business Its difficult for a single brand to impart all sensory elements The idea is to engage customers on a wide range of touch points to create impactful brand
4/18/2012

www.brandsense.com Sensory branding

Thiyagarajar School of Management-

14

A brand should stand for something that is meaningful to the target market

4/18/2012

Thiyagarajar School of ManagementSensory branding

15