brew #2: challenging senses

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Body Level One

© 2016 Naked Communications All Rights Reserved

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MATTHEW BAGWELL

MANAGING DIRECTOR NAKED COMMUNICATIONS


4© 2016 Naked Communications All Rights Reserved

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


FROM “WHY?” TO “HOW?”

THE CONVERSATION SO FAR


A- MAGAZINE


THANK YOU

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WILL COLLIN

FOUNDER NAKED COMMUNICATIONS


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THE BATTLEGROUND FOR MARKETING


Choice

10© 2016 Naked Communications All Rights Reserved Image ©Adam Wyles, Flickr

Jeremy Bentham

11© 2016 Naked Communications All Rights Reserved Image © Matt Brown, Flickr

© 2016 Naked Communications All Rights Reserved12

Image © Anthony Albright, Flickr

Susceptible to influence


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MARKETING’S NEW FRONTIER: NOT CHOOSING, BUT USING


Product experience

15© 2016 Naked Communications All Rights Reserved Image © Fabrizio Maestroni, Flickr

Growth of service brands


More brands adding a ‘service layer’


Technology can add new layers to brand experience


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


Sensecraft: stimulating senses across the entire brand experience

Swee

t/So

ur/S

alty

/Bitt

er/ Pitch/Volum

e/Rhythm


resh/

Colours/Shapes



Swee

t/So

ur/S

alty

/Bitt

er/

Savo

ury/

Ass

ocia

tions

Pitch/Volume/Rhythm

/Melody/Tim

bre


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


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

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjFhLO9i8PKAhXIUBQKHU1FBKYQjRwIBw&url=http://www.telegraph.co.uk/news/science/science-news/11301916/Gastrophysics-Oxford-Universitys-tips-for-a-sensory-Christmas-dinner.html&psig=AFQjCNGPtHOC_1H0RMjpAQiDDxbirSh2hw&ust=1453746902702398

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

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

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

http://www.facebook.com/xmodal

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


Our panel


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
