brew #2: challenging senses

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Body Level One

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MATTHEW BAGWELL

MANAGING DIRECTOR NAKED COMMUNICATIONS

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BREW IS AN ONGOING CONVERSATION ABOUT THE WORLD WE AFFECT AS BRANDS. STARTING WITH ALTERNATIVE, FRESH PERSPECTIVES, ITS PURPOSE IS TO STIMULATE YOU TO QUESTION, TO EXPLORE, TO THINK DIFFERENTLY. NOT DIFFERENT FOR DIFFERENT’S SAKE. FOR BETTER.

WELCOME

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FROM “WHY?” TO “HOW?”

THE CONVERSATION SO FAR

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A- MAGAZINE

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THANK YOU

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WILL COLLIN

FOUNDER NAKED COMMUNICATIONS

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THE BATTLEGROUND FOR MARKETING

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Choice

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Jeremy Bentham

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Image © Anthony Albright, Flickr

Susceptible to influence

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MARKETING’S NEW FRONTIER: NOT CHOOSING, BUT USING

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Product experience

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Growth of service brands

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More brands adding a ‘service layer’

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Technology can add new layers to brand experience

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Sensecraft: stimulating senses across the entire brand experience

Swee

t/So

ur/S

alty

/Bitt

er/ Pitch/Volum

e/Rhythm

Texture/Weight/Temperature Appetising/Chemical/F

resh/

Colours/Shapes

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Sensecraft: stimulating senses across the entire brand experience

Swee

t/So

ur/S

alty

/Bitt

er/ Pitch/Volum

e/Rhythm

Texture/Weight/Temperature Appetising/Chemical/F

resh/

Colours/Shapes

20© 2016 Naked Communications All Rights Reserved

© 2016 Naked Communications All Rights Reserved

Swee

t/So

ur/S

alty

/Bitt

er/

Savo

ury/

Ass

ocia

tions

Pitch/Volume/Rhythm

/Melody/Tim

bre

Texture/Weight/Temperature Appetising/Chemical/F

resh/Floral

/Musky/Fetid

/Associatio

ns

Colours/Shapes

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Advertising Think about all the ways you advertise and

communicate your product before the customer buys it. What senses do you touch on?

Purchase When the customer buys the product, what is

happening around them? What senses are being touched on and which of them can you control?

First Usage Once the customer has bought, what

sensory experiences do they have the very first time they use it?

Ongoing Usage Now that the customer owns the product, what

sensory experiences are they having while they use it? Which of them can you control?

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PROFESSOR CHARLES SPENCE

CROSSMODAL RESEARCH LAB PSYCHOLOGY DEPT. OXFORD

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Charles Spence Crossmodal Research Lab. Psychology Dept. Oxford

The Power of the Senses: Exploring Neuroscience-inspired Design 

“…the most successful new products appeal on both rational and emotional levels to as many senses as possible.”

(Neff, 2000, p. 22)

• Engages sense of taste/flavour • Unexpected gift improves mood • Distinctive, signature, +ive experience • People remember 1st, last, & best/worst

experience (“Sticktion” & Experience Engineering).

Why does Hilton Double Tree chain offers guests warm cookie on check-in?

“The aim is to create experiences that are worth paying for.”

Purchase intent > 84%; Value > $10

Using scent to extend meal experience

Cognitive Neuroscience

Sensory Marketing

Subadditivity

Can you taste the plate?

The ‘Sound of the Sea’ seafood dish

Olfactory packaging design for home electronics

The driving simulator & fan

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Anyone for Digital Seasoning?

Professor Charles Spence Crossmodal Research Lab. Psychology Dept. Oxford

http://www.psy.ox.ac.uk/research/crossmodal-research-laboratory

Twitter: @xmodal Facebook: www.facebook.com/xmodal

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PANEL DISCUSSION: HOW CAN BRANDS TAKE ADVANTAGE OF ‘SENSECRAFT’?

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Our panel

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CHAIR

Stephen Lepitak

Editor, The Drum

Reuben Arnold

Senior Vice-President, Marketing and

Customer Experience, Virgin Atlantic

Airways

Charles Spence

Head of the Crossmodal Research

Laboratory, University of Oxford

Will Collin

Founder, Naked Communications

Lizzie Ostrom

Founder, Scratch+Sniff Events

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BRAND SCENT WORKSHOP WITH LIZZIE OSTROM

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