Speech of Karsten Klepper

Institut fr integrierte multisensorische Markenbildung
The future of marketing multisensory branding: yesterday, today, tomorrow.
Karsten Klepper
2011 - Corporate Senses, Institute of integrated multisensory Branding
1st EVENTSUMMIT Luxembourg
2011 - Corporate Senses, Institute of integrated multisensory branding Branding
2011 - Corporate Senses, Institute of integrated multisensory branding Branding
Sight
Sound
Scent
Taste
Touch
Sight
Sound
Scent
Taste
Touch
1.000.000
150.000
20.000
Source: bertragungskapazitten ins Gehirn in Liter Eigene Darstellung in Anlehnung an Birnbaumer/Schmidt 2006
Sight
Sound
Scent
Taste
Touch
83
11
3,5
1,5
1,0
Source: Eigene Darstellung in Anlehnung an Hensel, 2005; Bream, 1985
1st EVENTSUMMIT Luxembourg Egmont Ehapa
Sight
Sound
Scent
Taste
Touch
Sight
Sound
Scent
Taste
Touch
8. month
4. month
3. month
3. month
6. weeks
Source: Multisensory as a baby Birnbaumer/Schmidt 2006
2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding
Sight
Sound
Scent
Taste
Touch
58 %
41 %
45 %
31 %
25 %
Source: Wichtigkeit der Sinne bei Kaufentscheidungen/ Lindstrm 2005
WHY?
25.000.000
brands worldwide
1.346.000
brands
30.000.000.000
media spendings
32.000
new products each year
150
products we use
3500
messages per day
0,0004 %
of all information reach your consciousness
90 %
of your experiences are stored
learn experience remember
Higher Brand Recall Ability to store experiences in your memory

80-90%
40-50%
10-20%
Number of Senses addressed:
2-3
4-5
Wont be one sense enough?
You have money.
500.000.000
media budget / year
Markenworkshop_Markus Hofmann 2011 - Corporate Senses, Institute of integrated multisensory Branding
RED BRANDING 2009 1st EVENTSUMMIT Luxembourg
Juli. 25 2008 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding
RED Luxembourg 1st EVENTSUMMIT BRANDING 2008
You have time
1000
years
Sight
Sound
Scent
Taste
Touch
NotaSensorik
NotaSensorik
Methodology for creating holistic brand experience by developing a brand integrated, multisensory and coherent.
Corporate Senses: Thinking in concepts
Please close your eyes.
Pleasure
Fun
IHRE FSSESIE EINENWARMEN, WEICHEN SAND. SIE TRINKEN HREN PAPAGEIEN. VOR. STELLEN SIE SICH DAS MEER FHLEN MANGO-KOKOS COCKTAIL.
Hot
Caribbean
Exotic
Distance
OCEAN/ BEACH
MANGO/ COCONUT
Caribbean
WARM/ SAND
REGGAE/ PARROT SWEET/ TROPICAL
Caribbean
???
BRAND
Multisensory Branding today
Deutsche Bank Brand Promise
Leistung aus Leidenschaft Passion to perform
Deutsche Bank Brand Concept
PASSION
Color association Passion
61 %
14 % 8% Source: (The Impact of colors, Mrs. Dr. Heller, 2005) 7% 5% 5%
Deutsche Bank Corporate Color
Disctance 65% Coldness 51% Sportive 40% Rational / Technical
Source: (The Impact of colors, Mrs. Dr. Heller, 2005)
Conflict in perception and experience
Disctance 65% Coldness 51% PASSION Sportive 40% Rational / Technical
Sight
BRAND
BMW Brand Promise
Pleasure to drive.
BMW Brand Concept
PLEASURE
BMW Color association of pleasure
29 %
17 % 13 % 12 % 12 % 10 %
Source: (The Impact of colors, Mrs. Dr. Heller, 2005)
BMW Sound association of pleasure
PLEASURE
HEARTBEAT
Sight
BRAND
What we cant see.
Acustic decoding Pleasure
Source: Groves Sound Communications
FREUDE
Acustic decoding BMW Sound Logo
Quelle: Groves Sound Communications
BMW Sound Logo
Acustic decoding Pleasure
Source: Groves Sound Communications
FREUDE
Acustic decoding Audi Sound Logo
Quelle: Groves Sound Communications
Audi Sound Logo
Sight
BRAND
BRAND
Brand concept
Coherent
Brand concept
Brand concept
Coherent
Brand core
NotaSensorische survey 2010
What does Luck taste like?
What does Power sound like?
Integrated multisensory branding

Power Coding of Power
Visuell
Akustisch
Olfaktorisch
Gustatorisch
Haptisch
De-coding of Power
Sight
Taste
Sound
Brand Concept
Touch
Scent
Multisensory Enhancement
Stronger brand recall
85
Multi-dimensional congruent
Brand Recall in %
75
Mono-dimensional Multi-dimensional Incongruent
65
3
Days (Direct contacts with the brand)
be multi-sensory
be multi-sensory but coherent
Thinking in Concepts
2011 - Corporate Senses, Institut fr integrierte multisensorische Markenbildung Institute of integrated multisensory Branding
1st EVENTSUMMIT Luxembourg INA AWARD 2011
Many thanks.
2011 - Corporate Senses, Institut fr integrierte multisensorische Markenbildung Institute of integrated multisensory Branding

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Verwandte Titel

Institut fr integrierte multisensorische Markenbildung

The future of marketing multisensory branding: yesterday, today, tomorrow.

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory branding Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory branding Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Source: Eigene Darstellung in Anlehnung an Hensel, 2005; Bream, 1985

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg Egmont Ehapa

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Source: Multisensory as a baby Birnbaumer/Schmidt 2006

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Source: Wichtigkeit der Sinne bei Kaufentscheidungen/ Lindstrm 2005

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung