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Building brands getting tougher Many more brands, tougher competition Much more clutter, many more ads Fight for consumers time, attention, memory Rising ad avoidance Need better understanding & application of influencers of brand choice
How can marketers make their brands stand out, be noticed and be remembered?

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Make ads more likeable Creativity Ensure they are seen more Media

Ensure they are seen in more places Degree Branding

Or do something else that can help the brand be noticed and remembered better?

360

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Black & white to colour photos

From still to moving pictures

From silent movies to talkies

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Sight Sound Smell Taste Touch

How many sensory organs does your favourite brand stimulate?

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2003: Martin Lindstrom -> Millward Brown Help me prove that the sensory experience of brands plays a key role in creating brand loyalty 2-stage research designed

Global Research Project 600 researchers Thousands of respondents

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Understanding the role of the Senses in building brands Stage 1 Quali Research, 13 countries, 10 global & 3 local brands Confirmed that brands with Sensory Depth & Synergy were strong brands better remembered, understood & more distinct Stage 2 Quanti Online Research, 2 countries, 18 brands, 2000 consumers Correlated Sensory Strength of brands with consumers Intention to Purchase

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Sensory Marketing is based on the idea that we are most likely to form, retain and revisit memory when multiple senses are engaged. By going beyond the traditional marketing media of sight and (sometimes) sound, brands can establish a stronger and longer-lasting emotional connection with consumers.

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Experiential Objectives:

Create or evoke memories Alter moods Create sensations Establish associations Establish emotional bonds Enhance the product(or service) experience Create buzz and interest in sharing experiences with others

Marketing Objectives:

Encourage trial Promote switching Increase product usage Create meaningful and lasting differentiation

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 Source: Millward Brown Study Note: Varies from category to category

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The most powerful & seductive sense Creates the strongest immediate impact Can overrule other senses, override logic 83% of info people retain received visually Dr HA Roth (1988) Food & Colour test C N DuBose switching tastes & colours (60-70% error) Not always an accurate sense, needs focus We see what we want to see (Eye of the beholder) The Rorschach Inkblot test Overstimulated & cluttered, less effectiveness Most brands focus on this sense alone

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Colour (combination) Shape (s) Typography Logo Icon/Symbol Look/Appearance

Can a brand uniquely own/be associated with one or more of these?

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Coca Cola McDonalds Disney Vodafone Benetton Diesel Tommy Hilfiger Ferrari Body Shop

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The soft clack of your computer keyboard, the jangle of a slot machine, the crunch of your morning cereal, the muffled heft of your car door closing these are all product elements companies have spent considerable time and money optimizing. Your brand may be associated with a sound experience. From our ambient surroundings to a product-produced noise, sound influences our ideas and judgments about the goods and services we buy.
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Sound powerful influence on how we think & feel Affects both hearing (passive, through ears, subconscious effect) and listening (active, through brain filter, focus, remember, respond) Affects mood, state of mind instantly (horror movies) Relatively underrated and underutilized in product design & brand communication till now (phone design) Influences product quality perception (car door) Industrial design driven mainly by 3 factors -functionalism, visual aesthetics and user convenience Sound design largely functional till recently, used occasionally for usage feedback loop (digital camera)

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Extremely effective branding device Can reflect character/personality well subliminally Sonic branding / Sonic logo (1 to 3 second equivalent of visual trademark) Evokes feelings, can change mood Can create atmosphere & intangible associations Sound hardwired into our emotional circuitry Disproportionate impact on purchase of certain categories Only 4% of Fortune 500 companies use Sonic Branding

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Ronal Millman research pace of music affects service, spending & traffic flow in stores & restaurants Fast music decreases spending in a retail environment, but increases turnover in restaurants (29% higher restaurant bills with slower music) Judy & Mark Alpert Study music affects mood, mood affects purchase intent Classical Music reduced crime in Australian village, train station in Denmark & Bus Terminal in NY Falling revenues in soundless slot machines

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Bellagio Hotel and Casino in Las Vegas replaced its slot machines with new cashless models, minus the satisfactory clank of falling coins. Revenue dropped dramatically and the original machines were quickly put back in service.
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Mercedes-Benz has created a 10-engineer department whose sole task is to create the ideal sound for the opening and closing of a car door.
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Victorias Secret uses specially chosen classical music in its stores to support its premium image and enhance the buying experience
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Collaboration between brand experts, psychologists, musicians & market researchers Priority to human & element over functional element in acoustic design Every sound researched & refined to provide maximum acoustic comfort Each car has its own individual human & friendly character or voice through sound design Each sound connected to relevant emotion Every sound simulated in recording studio by acoustician-musician & given to engineers to replicate
Hum of engine Swish of windscreen wipers

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Intel Nokia Microsoft Daimler Chrysler Renault Kellogs Disney World Bang & Olufsen

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Victorias Secret Abercrombie & Fitch Gap Eddie Bauer ToyRUs Starbucks JC Penny (customised by demographics)

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Britannia Nirma Lifebouy Liril Titan Boroline Rasna Airtel Reliance Mobile Tata Docomo Kingfisher

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Most brands dont have an answer!

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The human nose can identify & recall up to 10,000 scents Smell is 1000 times more sensitive than taste Most primal & direct sense, immediate impact Up to 75 % of our emotions are generated by what we smell Olfactory cues hardwired into brains limbic system Direct connection with emotions & memories Memory markers -can stimulate vivid recollections Even visual cues can cause resurrection and experience Can impact information processing (smell of coffee or lemon can make us alert) Proust Effect relationship between sensory stimulation & memory (French novelist Marcel Proust)

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Out of all the senses, smell is the only one with a direct link to the brain. As Dr. John Medina explains in his bestseller Brain Rules, Every other sensory system must send a signal to the thalamus and ask permission to connect to the rest of the brain Smell signals bypass the thalamus. Moreover, these smells instantly trigger messages in the limbic system, the part of the brain that contains keys to emotion, lust, perception and imagination. As C. Russell Brumfield, author of Whiff! writes, The result is immediate: When we smell, we feel
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Smell (or olfaction) allows vertebrates and other organisms with olfactory receptors to identify food, mates and predators, and provides both sensual pleasure (the odor of flowers and perfume) as well as warnings of danger (spoiled food, chemical dangers). For both humans and animals, it is one of the important means by which the environment communicates with us. Today, we are less in touch with our sense of smell than our primitive forefathers, who relied on their sense to smell to detect danger.

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By 4-6 weeks, infants can discriminate between their mothers scent and a stranger Almost everyone has experienced a situation in which a smell evoked a nostalgic memory 80% men and 90% women reported having vivid, emotiontriggering memories evoked by smell Importance of smell in daily relationships (Olfactory Research Fund, 1999):

Opposite sex: 76% very important Spouse: 74% very important Family: 35% very important Friends: 36% very important Co-workers: 39% very important

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Lindstrom describes an experiment in which two pairs of identical Nike shoes were evaluated by consumers, one in a room with a floral scent and one with no scent. 84% of the subjects evaluated the sneakers in the scented room as superior.
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Need for strategic fit

Consistency Uniqueness Appropriateness

Consider & leverage existing elements (coffee, linen, new books, fresh bakes, flowers, chocolates) Be subtle, dont overdo (what are they hiding?), use real and not artificial scents Can you create an unique association and synergy with brand image and other senses?

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Environmental scenting is a big trend, and hotels, spas, casinos and resorts are incorporating environmental scent-branding for their properties. When guests have a delightful experience and later smell that blend, they will immediately think of the hotel or property they remember and want to return. Luxury car dealerships such as Lexus are also using environmental scenting to brand their properties and offer clients a positive experience they will associate with their brand.
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Samsung Electronics introduced the fragrance, Intimate Blue, to its flagship store in New York City The Park Hyatt Washington, D.C., pumps a scent into the lobby using atomizers The new official fragrance of Omni Hotels is a blend of lemongrass and green tea Bloomingdales uses different essences in different departments: baby powder in the baby section, suntan lotion near the bathing suits, lilacs in lingerie, and cinnamon & pine scents during the holidays Scentair, an ambient scent provider, has clients like Hallmark, Sony, Hilton and Saks Fifth Avenue

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The London-based shirt brand scents its stores with a continuous spray of a proprietary line-dried linen perfume

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At Starbucks, employees are forbidden to wear perfume because it would interfere with the natural coffee aroma.
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Starbucks understands Sensory Branding, and in particular Olfactory Marketing. The wonderful aroma of a good coffee shop is a great selling and branding tool this is particularly important since research shows that the majority of the experience of drinking espresso comes from the coffee shop experience itself. Now, Starbucks has announced that they will quit serving breakfast. Why? Because the smell of heating egg and cheese sandwiches interferes with the coffee aroma. This is a fairly amazing reason to drop what was supposed to have been a major growth product line, and shows that some companies really DO understand sensory marketing and branding. (Jan 31, 2008)
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Starbucks has been under pressure to increase store revenue and profits, and, once again, they are turning to sensory branding for the solution. The most startling change is that the firm will go back to grinding coffee in its stores for the sole purpose of improving the coffee aroma. Presumably, its cheaper to ship the coffee pre-ground in sealed packages, but Starbucks management apparently feels that any productivity loss at the stores will be offset by improved customer loyalty and higher sales. Starbucks earlier dumped its egg breakfast sandwiches because the egg smell conflicted with the expected and desirable coffee smell. (March 21, 2008)

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Rolls-Royce has worked to reconstruct the scent of its classic 1965 Silver Cloud, involving scents of 800 different materials, and is now sprayed under the seats of new automobiles.
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Aroma-added ads
Scratch-n-Sniff ads (Microencapsulation, 3M) Got Milk bus shelters in SF

California gas stations Coffee aroma Motorola Smell-o-phone McDonalds stale oil smell association Narrowcasting & preserving issues Real vs. artificial Subjective personal preferences Scenterprises Custom-made personal formula

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One reason for Singapore Airlines sensory branding success is that they developed a unique scent (Stefan Floridian Waters), and then used it consistently for many years. Regular flyers learned what the airline smelled like; more importantly, they unconsciously associated this scent with the rest of the Singapore Airlines experience lovely attendants, impeccable service, and so on.
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Primary info source 10,000 taste buds Taste & Smell strongly linked Together, called the chemical senses Unlike smell, needs physical contact Impacts mood, hence meetings over coffee or lunch In an evolving society, search for newer and better tastes is growing & accelerating If a brand can add taste to its arsenal, it can create a much stronger & memorable brand experience

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Obviously important for food brands A lot of businesses & brands are adding taste to make brand experience richer (book stores, Malls, Shops, Cinema Halls, etc.) Potential conflict between health consciousness & taste evolution Need to judiciously play up benefits

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Skin is the largest organ in the body Alerts us to a sense of well being or pain Connected to texture of products and experiences We have more tactile receptors in our little fingers alone than we do on our entire back When we encounter a pleasant touch, the brain releases a hormone called oxytocin, leading to feelings of wellbeing and calm The urge to pick up, touch and test things is huge, and retailers count on that in their display strategies The pleasure of an air-conditioned environment, the comfort of a leather sofa, the cushioning of a carpet, the smooth texture of silk all these can help create a superior sensory branded experience

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Researchers have found that shoppers who touch a product are more likely to purchase, even as it relates to impulse buys Our touch experience includes material, surface, temperature, weight and form. The ability to touch a product increases our confidence in the items quality Even if packaging prevents a product from being accessible retailers should find a way to make it accessible to consumers

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Britains ASDA grocery chain took the wrappers off several brands of toilet paper, inviting consumers to feel for themselves. The result was 50 percent increase in sales.

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Bed Bath and Beyond allows you to touch samples of each item, feeling the heft, loft and fabric.
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For a lot of items in vegetables, fruits & groceries, Big Bazaar allows consumers to touch & feel them before weighing & buying them as per their old habits
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When it was launched, Coca Cola became a runway hit partly due to the unique shape of the bottle which made it a favorite with the consumers. Even a blindfold person could recognize the brand without tasting the drink by just feeling the contours of the bottle. Now that is touching the senses!
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The unique shape & feel of Pringles Chips and its packaging makes it a distinct brand
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Coors is the rare company to capitalize on temperature marketing with its innovative temperature indicator. When a Coors bottle hits the optimum degree of coldness, mountains on the label turn from white to blue.
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Bang & Olufsens universal remote has been described as heavy, solid and quite distinct and marketing materials highlight the products heft and balance, aligned by a tungsten weight inside. While technology has evolved to enable ultra-light electronics, Bang & Olufsen focus groups have shown that customers equate some measure of heft with quality.

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Replacing repetition with synergy Imagine movie minus soundtrack, TV without sound 2+2=5 2+2+2+2+2 = 20? Polysensory Marketing - The Multiplier Effect The Neuroscientific basis creating larger & deeper Mental Maps More Memory Markers Brands that appeal to multiple senses are more likely to succeed than those which focus on 1 or 2

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Does food taste better if it smells good, looks good?

Does the look of a perfume bottle impact its image? Why do we smell wine before tasting it? Do sports cars look that way only for aerodynamics? Why do we feel clothes before buying them?

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The car industry purposefully builds brands to appeal to the 4 major senses Kelloggs designs the sound of their cereals in a lab Singapore Airlines matches the aroma in the cabin with the interior colour scheme and the uniforms worn by flight attendants The Intel bong is recognized (unaided) by 56% of U.S. consumers A town in Manchester cut the crime rate by playing classical music outside a convenience store

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Colour Shape Picture Name Language Icon

Sound Behaviour Service Tradition Ritual Navigation

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Who owns red? Who owns blue? Who owns green? Who owns yellow?

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1915 Earl R Dean of Root Glass Co, Indiana briefed to design a glass bottle Should be recognized in the dark So distinctive that if it were broken, the pieces would still be recognizable as part of the whole Inspiration from pod of the cocoa bean A bottle with ridged contours

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Magic Dreams Smiles Fantasy

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Harley-Davidson has tried to patent its raucous roar.

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Victorias Secret plays classical music to evoke a sense of upscale exclusivity for its brand

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Abercrombie and Fitch uses loud upbeat music with a heavy bass and eliminates gaps between tracks, creating a youthful nightclub-like atmosphere in its teen-focused clothing shops

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When sound is directly linked to the product itself, consumers may interpret it as a sign of quality or familiarity. Kelloggs takes full advantage of the sound element. Its Rice Krispies have the classic snap, crackle, pop, - the crunch of the Kelloggs cornflake was carefully developed in a Danish sound lab and patented. By introducing a distinctive sound to its breakfast cereal, the company integrated four senses into its product: taste, touch, sight and sound.
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Colour Shape Picture Name Language Icon

Sound Behaviour Service Tradition Ritual Navigation

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The way people use their senses varies from market to market both in terms of the sensory priority and in sensory sensitivity Japan, India and Thailand have a well-known history of integrating five senses in their culture and traditions Scandinavia has a rich design heritage

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Singapore Airlines, has aligned a special perfume, fabric, design, language and look around its female flight attendants, known as the Singapore Girls, to create a unique Multi-Sensory Brand Experience
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1) 2) 3) 4) 5) 6) 7) 8) 9) 10)
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Singapore Airlines Apple Disney Mercedes Benz Marlboro Tiffany Louis Vuitton Bang & Olufsen Nokia Harley Davidson

11) Nike 12) Absolut Vodka 13) Coca Cola 14) Gilette 15) Pepsi 16) Starbucks 17) Prada 18) Caterpillar 19) Guinness 20) Rolls Royce

Source: Brand Sense, Martin Lindstrom

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Inventory of all Sensory Impressions for a Brand How strongly the sense associated with the brand Whether the association is positive or negative How distinctive the association is What specific memories or emotions are related to the association The relative importance of the sensory elements to Brand Loyalty

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Sight

Sound

Smell

Taste

Touch

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An 8-Step Checklist for Sensory Marketing Excellence

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Are you leveraging enough the existing touch points that the brand has with its consumers?

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Does the brand have multiple smash-able brand elements or recognizable identity components?

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Are the sensory stimuli being seen by the brands consumers as 3R Real, Relevant & part of their own Rituals?

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Is there consistency and repetition over time in the use of sensory stimuli by the brand?

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Are the sensory cues uniquely associated, owned and own-able by the brand in consumers minds?

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Is it possible to constantly build on the sensory cues to further strengthen brand imagery and connections?

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Are the various stimuli, touch points and senses being leveraged by the brand in synergy with each other?

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Are sensory stimuli being used innovatively than competitors?

more

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Smash-ability Creativity Authenticity Leverage Longevity Ownership Progress Synergy

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