Multi-Sensory Branding :: Five Sense

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Multi-sensory Branding

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Sight, sound, smell, taste and touch. These five senses encompass the human experience, enabling us to perceive the world around us and communicate with others

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The advertising industry is cluttered There are tens of thousands of commercials a year Competing for visibility is increasingly more challenging and more costly Traditional media like TV and radio is not enough to garner attention Brands must find new ways to appeal to consumers Brand-building in the 21st century attempts to speak to all five senses

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Multi-Sensory Branding leads to “Response Enhancement” Nerve cells in the brain fire up to 10-12 times more intensely, when they are activated by several senses

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It is no longer enough to meet the needs of customers, to deliver on time with a smile or to make promises. The new economy is the experience economy and the criteria for success is very different experiences are staged they are personal they are sold by marketers they are bought by guests they are differentiated by sensations experience creation = escape from competing on price nothing is real until it is experienced

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Senses play a critical role in helping consumers understand and interpret their experiences. The senses are portals to emotions From packaging to music, from an intangible “feel”, from the taste to the shopping experience Consumers are most effective and receptive when using all five senses The best solution to gain brand dominance in the market today is multi-sensory branding. A multi-sensory branding strategy encompasses all five senses

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According to the University of Toronto, Department of Psychology We are hard-wired for multi-sensory inputs. The human brain has evolved to code and interpret complex stimuli. Our experiences are stronger, richer and more satisfying when we are presented with variety: images, colors, sounds, tastes, smells, touch

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Multi-sensory branding establishes an emotional connection between brand and the consumer. Marketers should capitalize on the connection between scent, sight, sound, taste and touch. The more senses used to connect with a brand, the more powerful that connection becomes. Why shouldn't opening a box of cookies evoke the same experience of walking into a bakery? Why wait for a consumer to enter a supermarket when she can sample the product through a flavor strip in her favorite magazine?

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Products and services have to be powered up, to deliver a full sensory and emotional experience. It is not enough to present them visually in an ad. It pays to attach a sound, such as music or powerful words and symbols. The combination of visual and audio stimuli delivers a 2 + 2 = 5 impact. It further pays to trigger other sensory channels- taste, touch, smell- to enhance the total impact. This is international business legend, Martin Lindstrom's basic message. His book BRAND sense is based on his global study linking branding and sensory awareness

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Based on the largest study ever conducted on how our five senses affect the creation of brands, BRAND sense explains Martin Lindstrom's innovative six-step program for bringing brand building into the twenty-first century. The study, covering over a dozen countries worldwide, was conducted exclusively for this book by Millward Brown, one of the largest business research institutions in the world. Drawing on countless examples of both product creation and retail experience, Lindstrom shows how to establish a marketing approach that appeals to all the senses, not simply the conventional reliance on sight and sound. Research shows that a full 75 percent of our emotions are in fact generated by what we smell, and the author explains how to capitalize on that insight. Included are innovative tools for evaluating a brand's place on the sensory scale, analyzing its future sensory potential, and enhancing its appeal to reach the broadest base of consumers. Lindstrom lists the top twenty brands for the future based on their sensory awareness.

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Experiential Marketing It allows customers to engage and interact with brands, products and services in sensory ways. In order to engage in experiential marketing, it is necessary to engage as many of the senses as possible A sense of rapport has to be created between the product and the customer The aim of experiential marketing is to make the customer relate, feel, think, engage, reflect with a product, brand and/or the company

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Product Quality by Dr. GARVIN (1984) Dr. David A Gavin, PhD professor of Business Administration Harvard Business School wrote an interesting article, “What does product quality really mean?” He identified 8 dimensions as a framework for thinking about the basic elements of product quality. One of the dimensions is AESTHETICS - How a product looks, feels, sounds, tastes, or smells (appearance and impression)

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Perception Evaluation in 20 Product Categories

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Our Observations:- Sight - Clear , Pure , golden cap giving it a rich look Look – It looks like tender coconut water, clean and clear Sound – “Click” sound of bottle cap Taste - Bitter taste Smell - Fruity fragrance Touch - Sauce -like, satin and velvety texture 1) Shampoo – Pantene Pro-V

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Our Observations:- Sight - The soap makes one recall of the soft, white Dove bird and the consumer believes that using the soap will make the skin soft and fair like the bird's Sound- Not applicable Taste- Not applicable Smell- Ponds Talcum powder, Foundation and Compact fragrance Touch- creamy, velvety and satin feel 2) Soap – Dove Cream Beauty Bathing Bar

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Our Observations:- Sight - Has an angel (sweet) and devil (spicy) image on the cover which is appealing to kids. Dark red packaging makes one recall the richness and sight of real tomatoes Sound- Not applicable Taste- Sensitive to taste buds, mouth-watering, just as the name suggests Smell- It smells like Tomato Touch- Gooey, thick texture 3) Sauce – Kissan Sweet & Spicy Sauce

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Our Observations:- Sight - Green packaging reminds one of fresh, green vegetables, looks like white hair color Sound- Packet of mixture Taste- Not applicable, doesn't evoke cravings Smell- Not applicable Touch- Texture of vermicelli 4) Soup– Knorr Mixed Vegetable Soup

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Our Observations:- Sight - The packaging actually looks like a washing machine. Opening the package is like taking out clothes from the washing machine Sound- Not applicable Taste- Not applicable Smell- Fevicol smell Touch- Texture of cement, has some granular texture as well 5) Washing Powder – Surf Excel Matic

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Our Observations:- Sight - Looks like Dettol Bottle, the handle of the bottle reminds of a watering can, frothy Sound- Coffee crushed with ice, sound of slush Taste- Not applicable Smell- Non-dust rubber + phenoyl Touch- Not applicable 6) Surface Cleaner– Lizol

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Our Observations:- Sight - Black and red packaging available- both depicting power, strength, aggression, bold, graphic image Sound- Coffee mixer shaker Taste- Not applicable Smell- Not applicable Touch- Sturdy, solid 7) Insect Killer Spray– HIT

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Our Observations:- Sight – Pure, Clean, fresh, safe look, Brand endorsed by Ayushman Khuranna which works in its favor Sound- Liquid Taste- Fresh tea Smell- Fresh leaves Touch- It is often judged in the mouth 8) Mouth Wash– Colgate Plax Fresh Tea

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Our Observations:- Sight- Rose + Bouquet + Sandal written on package. Brand name well highlighted and thus stands apart from other agarbattis in the lot, simple and elegant Sound- Packet of crayons Taste- Not applicable Smell- Pleasant and intoxicating fragrance, temple's fragrance Touch- Feels half-empty 9) Incense – Mangaldeep Agarbatti

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Our Observations:- Sight - Mixed color of tomatoes and potatoes, burnt paper and tanned look Sound - crispy, ruffling sound Taste - Spicy, tangy and salty Smell – Salty Potato Touch - Light-weight 10) Potato Chips – Lays Sunkissed Tomato

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Our Observations:- Sight- Attractive packaging, though red color does not go well with the cornflakes concept, evokes the feeling of being in the fields of corns Sound- Packet of mixture Taste- Bland taste Smell- Not applicable Touch- Not applicable 11) Nutritive Foodstuff – Kellogg’s Cornflakes

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Our Observations:- Sight- Looks like pickle/ ice cream jar Sound- Not applicable Taste- Sweet Strawberry Smell- Strawberry Touch- Jelly-like feel 12) Jam – Mapro Strawberry Jam

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Our Observations:- Sight- Biscuit is sexualized on the packaging Sound- Not applicable Taste- Chocolate Smell- Cocoa and coffee Touch- Texture of Ragi and coconut cookie, grainy surface 13) Biscuits – Sunfeast Dark Fantasy Choco Fills

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Our Observations:- Sight- Nature's beauty highlighted by using the images of mountains and other scenic beauty Sound- Not applicable Taste- Thrust satisfying water Smell- Water direct from the spring Touch- Water 14) Packaged Water – Qua

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Our Observations:- Sight- Dice-like structure which looks like a toy appealing to kids, attractive orange color packaging, building blocks Sound- Box of grains Taste- Sweet and Sugary Smell- Chocolate Touch- Powdery 15) Health Drinks– BournVita Li’l Champs

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Our Observations:- Sight- Designed like a gadget/device, energizing look Sound- Evokes the feeling of fresh blue water gushing Taste- Pepsodent Smell- Not applicable Touch- Jelly-like 16) Energy Drink – Gatorade

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Our Observations:- Sight- Coffee-colored packaging Sound- Coffee Powder Taste- Coffee Smell- Coffee Touch- Coffee Powder 17) Coffee – Nescafe Cappuccino

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Our Observations:- Sight - It represents the power of milk Sound – Not applicable Taste - Bland milk Smell - Normal Milk smell Touch – Thick Milk 18) Packaged Milk– Nestle a+ milk

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Our Observations:- Sight – Color of the wine is yellow and is sparkling which gives it a rich appeal Sound – Pouring wine into crystal glasses stands for celebration, which is used a lot in its marketing. This sound is recalled when looking at the wine bottle Taste – Subtle taste Smell – Fruity & citric smell Touch – Texture and weight of the wine is often judged in the mouth 19) Wine – Chardonnay Sterling

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Our Observations:- Sight – Blue color of packaging and black Taj Mahal gives it a rich, grand appeal Sound – Not Applicable Taste – Mixture of sweet and sal Smell – Intoxicating, irresistible aroma Touch – Grainy texture 20) Rice – Kohinoor Basmati Rice

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