Brand Sense 2

Brand Sense
Build Powerful Brands through Touch, Taste, Smell, Sight & Sound
Did You Know?
The gratifying new-car smell that accompanies the purchase of a new car is actually from a factory-installed aerosol can containing new-car aroma
The Kelloggs trademarked crunchy sound and feel of eating cornflakes was created in sound labs and patented in the same way that the company owns its recipe and logo.
Singapore Airlines has patented a scent that is part of every female flight attendants perfume, as well as blended into the hot towels served before takeoff, and which generally permeates their entire fleet of airplanes.
Starbucks sensory uniqueness is far less strongly associated with the smell and taste of coffee than with the interior design of its cafes and its green and white logo.
Branding: The Next Generation
Branding to the Present Day
1950s USP
60s & 70s ESP
1980s OSP
1990s BSP
Present MSP
Product Feature Based
Emotional Appeal Based
Corporate Branding
Brand is stronger than physical dimensions of the product
The brand in owned by the consumer
Future of Branding
Holistic Selling Proposition (HSP) HSP brands anchor in tradition and adopt to religion or culture Each HSP brand has its own identity expressed in message, shape, symbol, ritual and tradition They leverage on sensory branding
From 2-D Branding to 5-D Branding
2-D Branding
Marketing communications industry largely communicates in a two dimensional world Advertising clutter is force brand marketers to explore new frontiers Brands will have to break the 2-D impasse and appeal to other senses as well
It is estimated that 40 % of the worlds Fortune 500 brands will include sensory branding strategy in their marketing plan by the end of 2012
Sensory Branding Targeting the 5 Senses
5-D Branding Sensory Importance

Sensory Importance as %
70 60 50 40 30 20 10 0 1 2 3 4 58 45 31 41 25
Based on Millward Browns global study linking branding and sensory awareness
The Power of Sound
Nokia is the worlds largest cell phone manufacturer The music for the Nokia ring tone has been trademarked Nokia has spent nothing in marketing its ring tone Brand sense study shows that 41 % consumers across the world recognize the ring tone Over the past five years Nokia has established a solid indirect branding machine which feeds on our senses
Shaping Brands - Sight
Milton S. Hershey registered his Hersheys Kisses Over the past century an entire Hershey world has been built around the original Kisses Everyday 25 million Kisses roll off the production line in Hershey, Pennsylvania The town bills itself as the sweetest place on earth Streetlights are shaped like Kisses and there is accommodation, amenities and activities in all flavors
Touch
Coca-Cola bottle became an instant icon when introduced The brand dissipated when the organization started using plastic bottles and aluminum cans In 1996 Coca-Cola worked on Project Can The famous bottle was to morph into a bottle-shaped aluminum can The project failed as the can was not able to take the weight of the contents Coke cans became similar to any other soda can with only red color to distinguish them A year later Sapporo Breweries in Japan actually introduced a bottle shaped aluminum container
Smell
The interiors of older Rolls-Royce models smelled of natural substances like wood, leather and wool When Rolls-Royce started getting complains about the new models not living to the expectations the key differential was found to be the smell To date hundreds of thousands of dollars have been spent by the organization trying to reproduce the distinct smell of the 1965 Silver Cloud Rolls-Royce
Taste
Taste is similar to smell A Disney World popcorn attendant uses smell to increase sales When sales is low he turns on the artificial popcorn smell to lure customers Victorias Secret has their own blend of potpourri giving their lingerie an instantly recognizable scent
Sensory Branding Strategies Smashing your Brand
Does your brand retain its identity when broken into pieces?
Do these pieces work independently and also contribute to the overall brand identity by creating synergies?
Smashing Your Brand The
Behavior Sound Icon
Service Tradition Ritual
Language Name Shape Color
Navigation Picture
Process of Sensory Branding
Purpose
Emotional Engagement Optimize the match between perception and reality Create a brand platform for product extensions and ensure a trademark
Six Steps to Sensory Branding
Sensory audit Branding staging Brand dramatization Brand signature Brand implementation Brand evaluation
Sensory Audit
Leverage existing sensory touch points There must be sensory consistency and authenticity Progress across sensory touch points must be constantly monitored Secure a positive sensory ownership
Brand Staging
Secure synergy across touch points Synergy can potentially double the effect of brand communications Each channel has to be optimized and then linked with one another
Brand Dramatization
Its about your brand personality What feelings and emotions can be generated by enhancing your sensory appeal What sensory priorities should be leveraged to perfect brand perception
Brand Signature
It is your unique statement It is created when each sensory component is designed to form a complete message It is about the brands personality About the brands moods and attitudes About the brands engaging in a dialogue appropriate to time, place and circumstance
Brand Implementation
A step-by-step implementation report for every department affected by the strategy Sensory branding has to involve research and development, sales, and operations as well
Brand Evaluation
To what degree does the revised sensory brand manage to achieve the desired effect To what extent is the sensory appeal loyal to its heritage As a result of this sensory integration, is the brand still perceived to be authentic
Creating a Brand Religion
Loyalty is the starting point for Branding..

BONDING
on ligi Re l itua R n itio d Tra lty oya L
TIME
Top Ten Sensory Brands

Singapore Airlines Apple Disney Mercedes-Benz Marlboro Tiffany Louis Vuitton Nokia Harley - Davidson
Untapped Sensory Potential

Ikea Motorola Virgin KFC Adidas Sony Burger King McDonalds Kleenex Microsoft
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Brand Sense 2

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Brand Sense

Did You Know?

Branding: The Next Generation

Branding to the Present Day

60s & 70s ESP

Product Feature Based

Emotional Appeal Based

Brand is stronger than physical dimensions of the product

The brand in owned by the consumer

From 2-D Branding to 5-D Branding

Sensory Branding Targeting the 5 Senses

5-D Branding Sensory Importance

The Power of Sound

Shaping Brands - Sight

Sensory Branding Strategies Smashing your Brand

Smashing Your Brand The

Behavior Sound Icon

Service Tradition Ritual

Language Name Shape Color

Process of Sensory Branding

Six Steps to Sensory Branding

Creating a Brand Religion

Loyalty is the starting point for Branding..

on ligi Re l itua R n itio d Tra lty oya L

Top Ten Sensory Brands

Untapped Sensory Potential

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