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Brand Sense
A new approach to branding

Consumers build an image [of a brand] as birds build nests. From the scraps and straws they chance upon." -Jeremy Bullmore

Branding today
Currently 83% of all commercial communication appeals only to one sense our eyes. A paltry 17% caters to the other four This is extraordinary given that 75% of our day-to-day emotions are influenced by what we smell, and that there s a 65% chance of a mood change when exposed to a positive sound.
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 From the first newsprint ads that appeared over 150 years ago, to the computergenerated, special-effects, brands have been built and emotions tapped into by using only two of our five senses. Yet, Brand communication has reached a new frontier. In order to successfully conquer future horizons, brands will have to find ways of appealing to the three neglected senses.

Evolution of branding
Unique Selling Proposition (Hero Honda CD100, Dove, Exterior emulsions) Emotional Selling proposition
(ICICI, Johnson & Johnson, Coke, Pepsi)

Organizational Selling proposition

(IBM, Tata)

Brand Selling proposition

(Nakshatra diamonds, Disney, Harry potter)

Multiple Selling proposition

( Nokia)
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 But the future lies elsewhere in holistic selling propositions (HSP)

(egs. McDonalds, Coke, Nokia???)

Holistic brands have their own identity that is expressed in every message, symbol, ritual and tradition They leverage the concept of sensory branding as a means to the end
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What is sensory branding?

An emerging area of branding that relies on the use of sensory stimuli (scent, sound, touch, etc.) to develop a more tangible and memorable customer experience A step forward multi-sensory branding; branding that uses more than one sensory stimuli simultaneously
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An example
A perfect example is a visit to the temple during the aarti The senses at work:
Sight: the idol and the aarti Sound: the prayer chants Taste: the prasad Smell: the burning incense Touch: the various rituals (vermillion, feet touching, etc)
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The five-D model

Sight Sound

Smell

Touch

Taste

Sight: the visual brand

The most dominant of all senses Some examples from around us:
The national flag The Nike swoosh The Ferrari red Symbols of political parties

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Sound: the olfactory appeal

The sense that inspires mood: joy and sadness alike Surround sound:
The Titan Symphony The Nescafe jingle Harley Davidson s v-twin engine sound & the Bullet Thump The Nokia ring-tone The roar of the MGM lion
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Smell: the aromatic experience

Smell is connected to memory; it is the one sense you can t turn off It is part of the air we breathe:
The aroma in a bakery The new car smell Freshly brewed coffee in a Starbucks, CCD or Barista Ariel Springclean Singapore Airlines: the patent smell at all touch points
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Touch
The largest organ and the tool of connection What touches us:
The Coca-Cola bottle Vicks Vaporub: maa ka pyar bhara sparsh Ponds: skin that feels good to touch Hero Honda Splendour: The blind man commercial The role of touch when buying apparel

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Taste: the connoisseurs choice

The one sense that is biased towards women: they have more taste buds than men What appeals to our palate:
Everest: Swaad maa ke haathon ka Colgate: their patented taste Coffee at any Caf Coffee day outlet

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Integrate your brand

Each touch point of the brand, though distinct, should convey the same underlying philosophy Each aspect of the brand (the logo, color, shape, etc) works independently to establish the whole The synergy created across the different aspects is responsible for the success of the brand
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Crafting a sensory brand

Building a brand is about building perception Creating the prefect perception involves the perfect sensory experience

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Bond

Integratability

Stimulate

27th feb, 2006

Brand Sense Seminar

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Loyalty

Enhance

Think about this one

A rich baritone on the screen (makes you think of Amitabh Bachhan?) - Stimulate The KBC era increased his popularity with the younger generation and enhanced his image as an actor beyond the angry young man - Enhance His tremendous fan following, Breaking News sequences on television at a slight; what is this if not - Bond an unbreakable bond??
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A source of inspiration
Religions across the world Be it the Catholic Church or Islam or Hinduism, the sensory appeal, consistency, symbols or rituals can be envied by brand managers everywhere

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Some case studies

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Coca-Cola: Quenching thirst worldwide

Sight: The red & white Coke logo Sound: the coke jingle, pop of the cap, soda fizz

Smell: Strong soda

Touch: The classic Coke bottle

Taste: the sharp and sweet xing of Coke

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Nokia: Connecting people

Sight: the logo, the phone everywhere (well almost!) Smell: the smell in the shop, when you open the box Sound: the Nokia tune

Touch: The contoured shape of the handsets

Taste: Victory (aspirational value attached to the phone)

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Does it work for us?

Research shows that in addition to the five senses, there is a mysterious X-factor at play for the Indian consumer This factor may be price, rituals, traditions, or something else However, there is no means for determining where and when it works

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Sight: Nature, Vibrant Colors, People, Rituals, etc

Smell: rain, mitti, henna, aroma of food, etc.

Sound: Music, sounds of the wild, folklores, bangles, etc

INDIA
Touch: warm, generous, welcoming Taste: the exotic cuisine, saffron, spices, (Amul??)

The X-Factor
(Religion, Cricket, Aspirations, Culture??)
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Comparing the end results

Sight: a visual delight Sound: a symphony Smell: aromatic delight Taste: capturing the taste buds Touch: a tactile experience All five: a holistic understanding
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Tell me and I ll forget, Show me and I might remember, Involve me and I ll understand. - Benjamin Franklin

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Thank You

27th feb, 2006

Brand Sense Seminar

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