As marketers, our focus has long been on influencing consumers to choose one brand over another. Less attention, however, is paid to what happens after the purchase – the actual consumption experience is often overlooked. And even then, marketers neglect to engage the whole brain – all five senses – and continue to revert to audiovisual stimuli. Along with Professor Charles Spence, experimental psychologist at the University of Oxford, we explored how marketers can drive a deeper level of brand engagement through the power of sensory experiences. This was followed by a panel discussion chaired by Stephen Lepitak, editor of the Drum, featuring Professor Charles; Reuben Arnold, Senior Vice President, Marketing and Customer Experience at Virgin Atlantic; Lizzie Ostrom, author of A Century of Scents; and Will Collin, Naked founder. Industry leaders also had the unique opportunity to create their own unique ‘brand scent’ with Lizzie. You can read the thoughts of Will and Charles, and use our pioneering Sensecraft™ framework to begin to understand how you can harness the power of the senses for your own brand, at www.nkd-brew.com. For those who missed out, video footage of the full event will soon be uploaded, so do check back soon. For information about future events, or if you’d like to be added to our mailing list, please contact us at brew@nakedcomms.com.

2. 2
Body Level One
© 2016 Naked Communications All Rights Reserved

3. 3
MATTHEW BAGWELL
MANAGING DIRECTOR
NAKED COMMUNICATIONS
© 2016 Naked Communications All Rights Reserved

4. 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

5. 5
© 2016 Naked Communications All Rights Reserved
FROM “WHY?” TO “HOW?”
THE CONVERSATION SO FAR

6. 6
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A- MAGAZINE

7. 7
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THANK YOU

8. 8
WILL COLLIN
FOUNDER
NAKED COMMUNICATIONS
© 2016 Naked Communications All Rights Reserved

9. 9
THE BATTLEGROUND FOR
MARKETING
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10. Choice
10
© 2016 Naked Communications All Rights Reserved Image ©Adam Wyles, Flickr

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

12. © 2016 Naked Communications All Rights Reserved
12
Image © Anthony Albright, Flickr

13. Susceptible
to influence
13
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14. 14
MARKETING’S NEW FRONTIER:
NOT CHOOSING, BUT USING
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15. Product
experience
15
© 2016 Naked Communications All Rights Reserved Image © Fabrizio Maestroni, Flickr

16. Growth of service brands
16
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17. More brands adding a ‘service layer’
17
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18. Technology can add new layers to brand experience
18
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19. Sensecraft: stimulating senses across the entire brand experience
Sweet/Sour/Salty/Bitter/
Pitch/Volume/Rhythm
Texture/W
eight/Temperature Appetising/Chemical/Fresh/
Colours/Shapes
19
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20. Sensecraft: stimulating senses across the entire brand experience
Sweet/Sour/Salty/Bitter/
Pitch/Volume/Rhythm
Texture/W
eight/Temperature Appetising/Chemical/Fresh/
Colours/Shapes
20
© 2016 Naked Communications All Rights Reserved

21. © 2016 Naked Communications All Rights Reserved
Sweet/Sour/Salty/Bitter/
Savoury/Associations
Pitch/Volume/Rhythm
/Melody/Timbre
Texture/W
eight/Temperature Appetising/Chemical/Fresh/Floral
/Musky/Fetid/Associations
Colours/Shapes
21

22. 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?
22
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23. 23
PROFESSOR CHARLES SPENCE
CROSSMODAL RESEARCH LAB
PSYCHOLOGY DEPT. OXFORD
© 2016 Naked Communications All Rights Reserved

24. Charles Spence
Crossmodal Research Lab.
Psychology Dept. Oxford
The Power of the Senses:
Exploring Neuroscience-
inspired Design

25. “…the most successful new products appeal on both rational
and emotional levels to as many senses as possible.”
(Neff, 2000, p. 22)

28. • 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?

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

30. Purchase intent > 84%;
Value > $10

31. Using scent to extend
meal experience

32. Cognitive
Neuroscience
Sensory
Marketing

34. Subadditivity

36. Can you taste
the plate?

40. The ‘Sound of the Sea’ seafood dish

44. Olfactory
packaging
design
for home
electronics

46. The driving simulator & fan

47. `

48. `

49. `

50. Anyone for
Digital
Seasoning?

52. 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

53. 53
PANEL DISCUSSION:
HOW CAN BRANDS TAKE
ADVANTAGE OF ‘SENSECRAFT’?
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54. Our panel
54
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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

55. 55
BRAND SCENT WORKSHOP
WITH LIZZIE OSTROM
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