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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

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

Sight

Sound

Scent

Taste

Touch

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

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

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Sight

Sound

Scent

Taste

Touch

83

11

3,5

1,5

1,0

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

Sight

Sound

Scent

Taste

Touch

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

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

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Sight

Sound

Scent

Taste

Touch

58 %

41 %

45 %

31 %

25 %

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

WHY?

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

25.000.000
brands worldwide

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

1.346.000
brands

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

30.000.000.000
media spendings

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

32.000
new products each year

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

150
products we use

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 integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

3500
messages per day

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

0,0004 %
of all information reach your consciousness

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

90 %
of your experiences are stored

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

learn experience remember

2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Higher Brand Recall Ability to store experiences in your memory


80-90%

40-50%

10-20%

Number of Senses addressed:

2-3

4-5

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Wont be one sense enough?

2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

You have money.

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

500.000.000
media budget / year

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr 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

Markenworkshop_Markus Hofmann 2011 - Corporate Senses, Institute of integrated multisensory Branding

RED BRANDING 2009 1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Juli. 25 2008 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

RED Luxembourg 1st EVENTSUMMIT BRANDING 2008

Institut fr integrierte multisensorische Markenbildung

You have time

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

1000
years

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Sight

Sound

Scent

Taste

Touch

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

NotaSensorik

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

NotaSensorik
Methodology for creating holistic brand experience by developing a brand integrated, multisensory and coherent.

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Corporate Senses: Thinking in concepts

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Please close your eyes.

2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

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

2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

OCEAN/ BEACH

MANGO/ COCONUT

Caribbean

WARM/ SAND

REGGAE/ PARROT SWEET/ TROPICAL

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Caribbean

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

BRAND

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Multisensory Branding today

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Deutsche Bank Brand Promise

Leistung aus Leidenschaft Passion to perform

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Deutsche Bank Brand Concept

PASSION

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Color association Passion

61 %

14 % 8% Source: (The Impact of colors, Mrs. Dr. Heller, 2005) 7% 5% 5%

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

Deutsche Bank Corporate Color

Disctance 65% Coldness 51% Sportive 40% Rational / Technical

Source: (The Impact of colors, Mrs. Dr. Heller, 2005)

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Conflict in perception and experience

Disctance 65% Coldness 51% PASSION Sportive 40% Rational / Technical

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Sight

BRAND

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

BMW Brand Promise

Pleasure to drive.

2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

BMW Brand Concept

PLEASURE

2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

BMW Color association of pleasure

29 %

17 % 13 % 12 % 12 % 10 %

Source: (The Impact of colors, Mrs. Dr. Heller, 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

BMW Sound association of pleasure

PLEASURE

HEARTBEAT

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Sight

BRAND

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

What we cant see.

2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Acustic decoding Pleasure

Source: Groves Sound Communications

FREUDE

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Acustic decoding BMW Sound Logo

Quelle: Groves Sound Communications

BMW Sound Logo

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Acustic decoding Pleasure

Source: Groves Sound Communications

FREUDE

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Acustic decoding Audi Sound Logo

Quelle: Groves Sound Communications

Audi Sound Logo

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Sight

BRAND

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

BRAND

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Brand concept
Coherent

Brand concept

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Brand concept
Coherent

Brand core

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

NotaSensorische survey 2010

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

What does Luck taste like?

2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

What does Power sound like?

2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Integrated multisensory branding


Power Coding of Power

Visuell

Akustisch

Olfaktorisch

Gustatorisch

Haptisch

De-coding of Power

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Sight

Taste

Sound

Brand Concept

Touch

Scent

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

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)

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

be multi-sensory

2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

be multi-sensory but coherent

2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Thinking in Concepts

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institut fr integrierte multisensorische Markenbildung Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg INA AWARD 2011

Institut fr integrierte multisensorische Markenbildung

Many thanks.

2011 - Corporate Senses, Institut fr integrierte multisensorische Markenbildung Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg