5 SensesHow does a brand deliver emotions?

It would be worth feeling …

Sight

Sound

Touch

Smell

Taste

Nadezhda Bevz

bevzn@cnbr.org

Our brands as we are.

Some of them are scared of changes. Some of them are always on the move. They have their own personality. They are courageous, trustworthy, sensitive, supportive, charming, friendly, reliable, generous, cheerful, smart…

And as a personality, they always care about how would they look in the eyes of the public?

But you know, there is a sort of misunderstanding…

Sometimes shopping makes me feel blue.

I’d say, I have a list of concerns to the brand-makers, who worked on some of the brands. I wish brands wore proper outfits…

This guys simply must go to the Art institute… and learn that all big winnings are carefully planed beforehand.

I’m afraid they’ve lost their keys to their talent… And believe more in intuition than in planning.

As they say: “Usually during, and especially after we design a brand logo we start discussing about the brand’s...”

How do you feel about this phrase? Is anything wrong with this phrase?

If you ask me, I’d say It's the craziest thing I have ever heard!

Sensory marketing and branding are the fields where the story of experience starts.

Our five senses (Sight, Sound, Touch, Smell and Taste) help to build emotion and recognition. And it’s crucially important to use them all to build brand.

A multi-sensory brand experience generates certain beliefs, feelings, thoughts and opinions to create a brand image in the consumer's mind. It’s the easiest way to touch a soul of a customer.

According to that... Most successful brands today are those that deliver feelings & emotions.

Fore example Coca Cola, which provides us unique shape of the bottle designed by Earl Dean in 1915.

Or a specific feelings, provided by Four Season hotels. Including a special smell, color and shape design, tactile feelings from good textile, furniture and other

surfaces. After you have all the experience it smell even better

So how does a brand deliver emotions?Sure. Through our senses…

From the day we were born we use our senses to learn about things.We learn it while we’re doing it. And we’re doing fine.

It’s not that difficult. You should only listen, watch, feel, touch and taste…

Look at these people… They look different, but they feel the same. They experience the same. They must’ve enjoyed their ice-cream immensely

We learn through experience, and that information is the starting point for

every branding strategy.

This way of branding we call sensory branding.

Our attention and attitude to the brand depends on what we feel like. And

all of our wants depend on our sensory stimulus we have experienced.

What now you might wonder? Let’s see the connection between senses and brands so far.

Please take this into account and think how come you didn’t know:

Color and shape draw the attention of the 92.6% of population when buying products. *Marketing Research / Seoul International Colour Expo / 2004

While hearing and smelling sense of touch was second most important with 5.6%

Marketing Research / Seoul International Colour Expo / 2004

We make our first impressions in 90 seconds, and between 62-90% of that impression is based on color.

According to research, ads in color are read 42% more than the same ads in black and white

Please take this into account and think how come you didn’t know :

Market researchers have also found that color affects shopping habits.

Impulse shoppers sensitive to red-orange,

black and royal blue

Traditional shoppers sensitive to respond best

to pastels; pink, rose and sky blue

Budget shoppers sensitive respond best

to pink, teal, light blue and navy

But experience of the brand it’s not only the question like “How do I look?” or a terrific view.

To make a good memory of the brand we should consider another senses.

Let’s not to play it by ear.

It’s not surprising that all of these brands have different sounding.

And first of them was NBC which started to use their jingle to synchronize radio stations in different regions. This jingle started to be very recognizable and become a brand sign.

We can eat more in restaurants listening music slower than rythm of a heartbeat…

In Las Vegas revenue from the slot machines fell by 24 percent when the whirring and tinkling sounds were removed.

It’s not that difficult to drive our eating behavior.

Mercedes Benz has an offer I can’t refuse.

They formed a team to get the most appealing sound for a closing car door.

It won’t cost you too much to have the third sensory channel working for you.

1Drop of perfume is enough to be noticed in three room apartment

75%Of our emotions is generated by what we smell

80%Of what we taste is actually due to our sense of smell

In case you’re going to sell your house, that’s worth a million when there is a smell like vanilla, bakery or popcorn. It get customer to the child memories.

And he pays much more after all.

The casinos are open round the clock. “What a perfect place to spend money” –you think as soon as you arrive. I bet, you play for high stakes there… and spend all of your money not once.

But the thing is the amount of money gambled in a slot machine increased by over 45% when it was odorized with a pleasant aroma.

You should be careful next time you're faced with a similar problem.

Starbucks is one of the companies that is well aware of the power of sensory branding. Through their smell and taste of fresh coffee they occupy all of our senses.

They even stopped serving breakfasts because the smell of the eggs interfered with the smell of the fresh coffee.

It’s important to have control over the taste.

Usually we think we can't solve all the problems at once. But it’s not about brand-makers from Nestle. This project took a lot of effort and time but they prepared not only special taste of their coffee, but rich smell, special color code, lightings, tactile feelings, and even plan of the shop.

And specifically for man – have a look at these coffee bullets for the coffee riffle

“I believe you should plan and make things happen” – that’s a motto for McDonalds brand managers.

Next time you’ll be there try to catch yourself with the special taste of their fried potato. Which also has a special smell, specifically prepared for McDonalds.

And find out how they use the same taste among different dishes to program you brain.

More other – they have salt, sugar and glutamate Na to rise your appetite.

Our skin has more than 4,000,000 sensory receptors.

It is a perfect way for getting close to consumer’s unconsciousness by tactile feelings.

Do you carry apple products? It’s not just a question. Think of it next time you play with your Macbook, or other apple products. Pay attention to the warm and soft tactile feelings when you touch them.

There only few categories for the great sensory success for it:

- Tactile feelings from materials, selected specifically for you as a target audience

- Same angles and proportions in different elements of the products- Same strength of manipulations of different buttons etc.- Same materials among whole line of the products- Same smell of any new apple product, to memorize you feelings and

happiness with the new bought device and recall it next time you visit their shop

By delivering all these great examples I wanted to show a wide range of sensory branding possibilities.

I hope you'll be able to do it with your brands and products.

Anyway, if we plan it carefully, we will!

Just remember a list of these five questions:

What is the shape / color of my brand? How does my brand sound like? What does it taste like? How does it smell? How does it feel on my skin?

And let your senses lead the way to your brand’s experience.

Thank you