BRAND sense

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For his work in applying neuroscience to marketing (neuromarketing), Martin Lindstrom was the only marketer on TIME magazine’s list of the World’s 100 Most Influential People of 2009. In 2004, Martin Lindstrom commissioned Millward Brown to conduct the biggest ever study into how we use our senses to form branded relationships. 2 years, 20 brands, 13 countries and 1000s of consumers later, Martin published the results of this survey in his BRAND sense book which has become a worldwide bestseller. I’ve included a small summary below of the attached article.

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83% of marketing budgets are focussed upon our eyes

Brand impact increases by 30% when more than one sense is engaged and by a whopping 70% when three senses are integrated into the brand message.

We are unconsciously controlled by the thousands of sensory inputs we receive every day as we see, hear, smell, touch and taste brands.

it started in supermarkets in Northern Europe. As part of their strategies to generate traffic to their stores, they situated their bakeries up the back of the shops and connected them to the street using olfactory appeal. Hundreds of meters of pipeline carried the irresistible aroma of fresh bread to potential customers as they passed by the stores’ entrances. Upon detection of the marvelous smell, passersby are instantly struck with hunger and drawn inside the shop, down the aisles filled with other goods they realize they need, towards the bakery for intended purchase. Even banks in United Kingdom introduced freshlybrewedcoffee to branches with the intention of making customers feel at home when visiting the bank. The fragrance of fresh coffee induces relaxation, not an emotion you could normally associate with a bank.

BRAND sense research revealed that Nokia’s ringtone is recognized by an astounding 74% of Europeans and 46% of American consumers. And they associate the tone with the brand
Kellogg’s has invested in the power of auditory stimuli, apparently testing the crunching of cereals in a Danish sound laboratory in order to upgrade their product’s ‘sound quality’ and link it with the brand signature. The crunch has created a powerful point of difference, being recognized as the Kellog’s crunch in 45% of cases in which the box has not been present.

BRAND sense showed us that, just by adding one additional sense to your brand, you increase brand memorability and brand loyalty by one-third.
Sound, too, evokes memory and emotion. Familiar birdsong floods you with impressions of home; a hit song from the days of your youth recalls the anxieties and excitement of your teen years

And of touch? One of the major reasons online clothes shopping never took off was because … well, you guessed it: people couldn’t touch the products
the only example of integrated sensory marketing I know of comes from Singapore Airlines…By appealing to all the senses (using music, fragrance, manner, personality which all combine in the Singapore Airlines’ cabin to evoke the airline’s preferred image) the airline has managed to create a branded flying experience.

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