SENSORY BRANDING

WHAT IS SENSORY BRANDING?

It is promoting a product in a way that appeals
to the senses of a customer.

Sight - Visual Branding

The most powerful and seductive sense.
It can overrule other senses and override logic.

Visual Branding is association of a brand with a

color, shape, typography, logo, icon/symbol or
look appearance.

BRANDS WITH VISUAL IMPACT

More On Visual Branding..

Arrangement, infrastructure, aesthetics and
illumination of them are designed to attract
the customers and make them stay longer.
Cloth stores use techniques like mannequins
to display their best offerings.
Supermarkets keep fresh fruits and vegetables
on display to attract customers.

VISUAL BRNADING

Sound Auditory Branding

Human beings are naturally sensitive to sound &
meanings.
Experiments have shown that when music in
restaurants is played slower than the rhthym of
heart beats ~ we tend to eat slower.
Iphone users are familiar with the crumbling
sound when you trash data.
The jingle of Intel Inside and Microsoft are
pretty well known.

 Audi chose a combination of heart beat +

Piano + breath as its audio branding initiative.
Mercedes Benz got the precise and appealing
sound for closing of a car door.
Victorias Secret uses a special classical music
in its stores to support the premium image.
Renault has a special Hum of engine and the
Swish of windscreen wipers.
Kellogs has the special crunching sound to
indicate the crispiness of the snacks.

AUDIO BRANDING

SENSE OF SOUND
Sound of a snapping door (= Safety) Spicy
rattle of exhaust-pipes and engine (=
Sportiness)
Klick-noise when activating on/off switches =
Working)
Brubble sound of the Mini Cooper due to a
deliberate spark failure (= Driving Experience)

SMELL Olfactory Branding

Singapore Airlines has used its scent called Stefan
Florida Waters, on its hot towels and on its flight
attendants. This way the plane smells fresh when you
board, and the scent is spread every time an attendant
walks past.

According to the airline this enhances the travelers

experience of a relaxed flight. After your holiday you will
want to book with them again.

The famous M&M World Store in London has a

surprisingly strong chocolate scent when you walk in.

 Nike stores use a mixed flower scent to direct you

towards the more -expensive shoe designs inside.
The shops are light and often have white walls with
black decorations or images in neutral colors. This
makes you relaxed enough to pay up for their shoes.

TOUCH Tactile Branding

When you look at cotton what does it remind
you off? Softness.
More than 65% of consumers prefer to feel
their products before buying.

Hoteliers are using concepts like targeting en-suite rooms,

meetings and conference rooms to express the sensory
element.
Use of soft feathered cushions, Tissue material used for
lamps and tables, use of minimum wood are focussed to
create the sensory experience.
Textured book covers, labels and some printed shirts
forms that are better adapted to our hands in bottles
of mayonnaise, sauces, beverages
plush, furry fabrics pleasant to the touch
mobile devices

TASTE Gustative Branding

They have started roasting coffee beans within

the stores - richer sensory experience.

Mc Aloo Tikki

Patented its taste

Nissan studied the effects of aromas on

human mental activity and introduced the
Forest AC system in its cars.
This AC system intermittently and alternately
furnishes two unique aromas, borneol and
leaf alcohol, to alleviate boredom and
stimulate the driver's brain

MULTISENSORY
BRANDING

Sight: The shapes of the products are round and the colors are delicious.

Smell: The intoxicating and sweet scent is so pervasive that it carries out onto
the streets, so passersby know they can find a store close by.
Hearing: No music is playing within this cosmetic brands shops, but there is
an atmosphere of a market, with the salespeople talking a lot and actively
promoting products.
Touch: The self-service products are arranged in many bowls that invite you
to dip your hand inside. Their packages are smooth and natural, and the
products themselves have unusual textures.
Taste: Products are visually and olfactorily associated with food, resembling
creamsicle, chocolate ice cream, etc.

Appealing to 4 of our Senses Adidas

Shower Gel
Asymmetric shape: resembles a stiff muscle = Energy & Force
Confirmation via the language on the packaging
- active
- energizing
- sport fever
When holding it, the knobbed surface can be felt
Sealing cap looks like a switch can turn the switch
On und Off connected to a Click-Sound = get
connected to an energy circuit
Agreeable smell
Evoced feeling: When I use the Gel, I am
more potent and powerful.

THANK YOU