The Future of Sensory Branding

12 May 2014

Neil Gains

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Divider slide Design = Branding

“Design is a funny word. Some people think design means how things look. But of course, if you dig deeper, it’s really how things work.” (Steve Jobs)

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When in Singapore …

Early pioneer of sensory marketing

The first sensory signature?

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Divider slide Marketing to the senses

•  More than five

•  Sensory symbolism •  Emotional meaning

Are there really only five senses? Vision

Hearing Taste Smell Touch

Temperature Pain

Balance Body awareness

VISION HEARING FLAVOUR

HAPTIC

ORIENTATION

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Divider slide Architecture as sensory design

“The door handle is the handshake of the building.” (Juhani Pallasmaa)

Sensory metaphors

Sensory experience is a signal

Soft Hard

Soft or hard?

Soft or hard?

Soft or hard?

Soft or hard?

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“Turn up the signal, wipe out the noise”

Creating instant meanings

Story, Symbol, Sense

“Mission for health” Symbolic sword Sensory signature

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Back to Singapore …

A justified reputation for sensory branding

Sense Symbol Story esSense®

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*esSense score card based on rating of 30 touch points

What do airline customers want from an ideal lounge?

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20  

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100  WARRIOR  (POWERFUL)  

ARTIST  (CREATIVE)  

EXPLORER  (UNIQUE)  

REBEL  (DIFFERENT)  

JOKER  (FUN)  

SEDUCER  (LOVE)  

EVERYMAN  (EQUALITY)  

CAREGIVER  (PROTECTION)  

IDEALIST  (TRADITION)  

RULER  (RESPECT)  

GURU  (KNOWLEDGE)  

CATALYST  (CONFIDENT)  

 Ideal  lounge  

How does an airline lounge experience match up to expectations?

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40  

60  

80  

100  WARRIOR  (POWERFUL)  

ARTIST  (CREATIVE)  

EXPLORER  (UNIQUE)  

REBEL  (DIFFERENT)  

JOKER  (FUN)  

SEDUCER  (LOVE)  

EVERYMAN  (EQUALITY)  

CAREGIVER  (PROTECTION)  

IDEALIST  (TRADITION)  

RULER  (RESPECT)  

GURU  (KNOWLEDGE)  

CATALYST  (CONFIDENT)  

Current  experience  Ideal  lounge  

How can an airline strengthen their lounge brand esSense?

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40  

60  

80  

100  WARRIOR  (POWERFUL)  

ARTIST  (CREATIVE)  

EXPLORER  (UNIQUE)  

REBEL  (DIFFERENT)  

JOKER  (FUN)  

SEDUCER  (LOVE)  

EVERYMAN  (EQUALITY)  

CAREGIVER  (PROTECTION)  

IDEALIST  (TRADITION)  

RULER  (RESPECT)  

GURU  (KNOWLEDGE)  

CATALYST  (CONFIDENT)  

Current  experience  Ideal  lounge  

F&B; Noise level

Furniture & fittings; Design of Space

Furniture & fittings; Design of space

Pictures & Decorations

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Divider slide Total brand experiences

•  Holistic view of the senses

•  Sensory signals & symbols •  Unify, Simplify, Amplify

Thank You www.tapestryworks.asia