brand sense finalpptx

BRAND SENSE

BUILD POWERFUL BRANDS THROUGH TOUCH, TASTE, SMELL, SIGHT AND

SOUND-BASED ON MILLWARD BROWNS GLOBAL STUDY LINKING

BRANDING AND SENSORY AWARENESS

Martin Lindstorm founded his first advertising agency at the age of 12.

BRAND SENSE

Tell me and I’ll forget

Show me and I might

remember

Involve me and I’ll understand

BENJAMIN FRANKLIN

A brand must at least deliver a distinctive benefit.

But Distinctive Brands Require Something

MoreThey are powered up to deliver a full

sensory and emotional experience.

SNIFFING AN OPPORTUNITY

WHAT AROMA DO YOU ASSCIATE WITH THS

NEW CAR SMELL

SINGAPORE GIRL

Singapore Girl

Fragrance: Smooth,Exotically Asian, and Distinctively Feminine

REPETITION

Do You Hear Me . Do You Hear Me. Do You Hear Me

Advertising spending has increased by 8 % annually

The average consumer is exposed to 9 % more commercials each year

REPETITION

In 1965 – Average consumer remembered 34% of the ads shown on TV

In 1990 – Average consumer remembered ONLY 8 % of the ads shown on TV

REPLACING REPETITION WITH SENSORY BRANDING AND SENSORY SYNERGY

Cinematic Synergy and Magic:

Audio + Video 2+2 = 5

Taste + Touch + Sound + Vision + Smell+ Taste

2+2+2+2+2= 20

NEXT GENERATION OF BRAND BUILDING

Its like moving away from black and white TV

To High Definition Color Screens installed

with color Sounds

THE FIVE DIMENSIONAL ( 5-D) BRAND

Draw a Sensogram of your Brand

How clear is the image?How distinct is the imageDo consumers perceive the image of

your brand consistentlyIs the image a memorable one

FROM 2D TO 5D BRANDING

TasteSight

SmellSound

Touch

0

10

20

30

40

50

60

31

58

45

41

25

SIGHT

Sight is the most seductive of all sensesFood and color test by Dr. H. A Roth

C.N Bose Drink Color and Flavor Test Only 30 % could identify flavor -40 % thought cherry drink was lemon-lime

SIGHT

The question is not what you look at but what you see.

-Henry David Thoreau

THE VISUAL BRAND _COKE

Wherever there is Coke there is Red and White

Coke Made the Green Santa Red in 1950’s

SIGHT

Innovative use of shape can change a whole city’s life.

CAN YOU RECOGNIZE THESE BRANDS

SHAPE-CAN YOU RECOGNIZE THESE CARS

SHAPE

40 % of all

perfume purchases are based on shape

SOUND

Sound generates moodIntel Inside Tune since 1998Airtel Signature TunePorsche

SOUND

Sound puts us in the picture or makes the picture more than an image.

THE POWER OF SOUND

Classical music to control crimeA machine is not a Slot Machine until it

whirs and jingles

SOUND

Pace of Music playing in the background affected service spending and traffic flow in stores and restaurants.

The average bill for diners was 29% higher with slow music than with fast.

ONCE UPON A SOUND

TarzanMGM Lion

AROMA

You cant turn off smell.Less than three percent in the fortune

100 list have ever given it a thought.

SMELL

Smell is a potent wizard that transports us across

thousands of miles and all the years we have lived.

HELEN KELLER

SMELL

We smell with every breath we take and that is 20,000 times a day.

It is extra-ordinarily powerful in evoking memory

Scents evoke images, sensation, memories and associations.

Scents have the ability to influence mood and behaviour. Research has shown 40 % improvement in mood when we are exposed to a pleasant fragrance.

There are about 100,000 odors in the world

Our smell preferences change over time

Some cultures are more affected by smell than others.

SMELL

Eau de Rolls RoyceEau de Car

SMELL AND THE SUPERMARKET

Victoria SecretDisney World PopcornWoolsworth in Britian

TASTE AND SMELL

Smell and taste are in fact but a single composite sense, whose laboratory is the mouth and its chimney the nose.

TOUCH

Joy has a TEXTURE-Oprah Winfrey

TOUCH

The way a car feels when we sit inside it and run our hands over the steering wheel is important to 49% of the customers making a choice

TOUCH

35% of the consumers interviewed stated that the feel of the phone was more important than the look.

LOSING THE GRIP ON COKE

SMASH YOUR BRAND

KILL YOUR LOGO

Remove Your Logo and what do you have left?

SMASH YOUR BRAND

SMASH YOUR PICTURE-PIECE BY PIECE

GOT MILK !

SMASH YOUR COLOR

SMASH YOUR COLOR

Yellow Pages Orange- The future

is bright the future is Orange

Heinz –Power of Red Campaign

Red Cross

SMASH YOUR COLOR

SMASH YOUR SHAPE

Enjoy Connecting People Smile Crunch

Kellogg'sMc-DonaldDisneyColgateNokia

SMASH YOUR LANGUAGE

SMASH YOUR LANGUAGE

SMASHING YOUR ICON

SMASH YOUR ICON

SMASHING YOUR NAME

Mc -…………………… Disney

SMASHING YOUR SOUND

Open Happiness Coca-Cola Banyan Tree Spa CNN and BBC Airtel –AR Rehman Signature Tunune

SMASH YOUR BEHAVIOUR

YOU CAN HAVE A

HUGE EGO BUT ONLY A

BAG THIS SIZE

SIZE DOES

MATTER

SMASHING YOUR SERVICE

Amazon/ E-bay Marks and Spencer Qatar Airways

SMASH YOUR TRADITION

JAMES BONDATIF ASLAMDILIP KUMARCHRISTMASEID

SMASH YOUR NAVIGATION

Supermarket floor plan