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Sensory Branding: !
Past, Present & Future

21 October 2013





Neil Gains
What is Sensory Branding?
Divider slide

“Marke'ng	
  that	
  forges	
  an	
  
Divider
emo'onal	
  associa'on	
  with	
   ...
Past
Singapore Airlines was a pioneer

Divider slide
Coco Chanel was there 70 years before
The first example of sensory branding?
What would you do if you lost your sense of smell?
Our sense of touch connects us to the world
Our brain keeps maps of our bodies
Edward Hall showed how we map space
Our bodies are ‘moved’ by sound
And our eyes think they see things moving
Choose the right colour for success
Some senses are more equal than others

Sensory system

Total bandwidth
(bits/second)

Conscious bandwidth

Eyes

10,000,0...
Should we really just focus on five?
Is there a better division of the senses?
Vision
Hearing
Taste
Smell
Touch
Temperature
Pain
Balance
Body awareness

VISION...
Kiki and Bouba: which is which?

Divider slide
The brain is a pattern recognition machine
The brain works top down, and “believing is
seeing” (as in the hollow mask illusion) 

Divider slide
Present
Does a ‘kiss’ taste different to a chocolate
bar?

Divider slide
How do packages change experience?

Divider slide
Adding texture to what you wear?

Divider slide
Designing open, engaging spaces

Divider slide
Food sculptures?

Divider slide
Branding is a challenge of signal detection

Divider slide
Successful brands have emotional focus


Divider slide
Shoppers want freedom, hotel guests want comfort
WARRIOR	
  

CATALYST	
  

GURU	
  

100	
  

80	
  

ARTIST	
  

60	
  
...
Key emotional goals
Hotels
•  Different
•  Original
•  Passionate
•  Responsible
•  Caring
•  Unique

Shopping malls
•  Di...
Some hotel guests want comfort & intimacy

Divider slide
Other hotel guests want to explore

Divider slide
Westin and Le Meridien Hotels as archetypes?
WARRIOR	
  

CATALYST	
  

GURU	
  

100	
  

80	
  

ARTIST	
  

60	
  

EXP...
The future
Environmental cues set expectations

Divider slide
The symbolism and smell of courage, and
the comfort of protection
javascript:;
The sense of nurture and purity
The look of innocence (Idealism)
The power of imagination
Marketing to the senses
Divider slide

•  Sensory integration

Divider slide
•  Emotional signals
•  Unify, Simplify, Ampl...
Thank You

www.tapestryworks.asia
Sensory Branding: Past, Present & Future
Sensory Branding: Past, Present & Future
Sensory Branding: Past, Present & Future
Sensory Branding: Past, Present & Future
Sensory Branding: Past, Present & Future
Sensory Branding: Past, Present & Future
Sensory Branding: Past, Present & Future
Sensory Branding: Past, Present & Future
Sensory Branding: Past, Present & Future
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Sensory Branding: Past, Present & Future

A review of sensory branding with a point of view on how sensory branding should develop through better integration of the senses, a stronger link to brand identity and emotional priming through sensory design.

This presentation covers some of the ideas in Brand esSense, available on 3 November 2013.

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Sensory Branding: Past, Present & Future

  1. 1. Sensory Branding: ! Past, Present & Future 21 October 2013 Neil Gains
  2. 2. What is Sensory Branding? Divider slide “Marke'ng  that  forges  an   Divider emo'onal  associa'on  with   slide customers  by  appealing  to  their   senses  in  order  to  influence  their   feelings  and  behaviour”
  3. 3. Past
  4. 4. Singapore Airlines was a pioneer Divider slide
  5. 5. Coco Chanel was there 70 years before
  6. 6. The first example of sensory branding?
  7. 7. What would you do if you lost your sense of smell?
  8. 8. Our sense of touch connects us to the world
  9. 9. Our brain keeps maps of our bodies
  10. 10. Edward Hall showed how we map space
  11. 11. Our bodies are ‘moved’ by sound
  12. 12. And our eyes think they see things moving
  13. 13. Choose the right colour for success
  14. 14. Some senses are more equal than others Sensory system Total bandwidth (bits/second) Conscious bandwidth Eyes 10,000,000 40 Ears 100,000 30 Skin 1,000,000 5 Smell 100,000 1 Taste 1,000 1 Zimmerman,  M  (1989)  The  Nervous  System  in  the  Context  of  Informa'on  Theory,  in   Human  Physiology,  ed  R  Schmidt  and  G  Thews,  Springer-­‐Verlag,  Berlin  
  15. 15. Should we really just focus on five?
  16. 16. Is there a better division of the senses? Vision Hearing Taste Smell Touch Temperature Pain Balance Body awareness VISION HEARING FLAVOUR HAPTIC ORIENTING
  17. 17. Kiki and Bouba: which is which? Divider slide
  18. 18. The brain is a pattern recognition machine
  19. 19. The brain works top down, and “believing is seeing” (as in the hollow mask illusion) Divider slide
  20. 20. Present
  21. 21. Does a ‘kiss’ taste different to a chocolate bar? Divider slide
  22. 22. How do packages change experience? Divider slide
  23. 23. Adding texture to what you wear? Divider slide
  24. 24. Designing open, engaging spaces Divider slide
  25. 25. Food sculptures? Divider slide
  26. 26. Branding is a challenge of signal detection Divider slide
  27. 27. Successful brands have emotional focus Divider slide
  28. 28. Shoppers want freedom, hotel guests want comfort WARRIOR   CATALYST   GURU   100   80   ARTIST   60   EXPLORER   40   20   0   RULER   REBEL   IDEALIST   Hotels   Shopping  Malls   JOKER   CAREGIVER   SEDUCER   EVERYMAN   Hong  Kong,  general  sample,  August  2013  
  29. 29. Key emotional goals Hotels •  Different •  Original •  Passionate •  Responsible •  Caring •  Unique Shopping malls •  Different •  Original •  Funny •  Playful •  Creative •  Individual
  30. 30. Some hotel guests want comfort & intimacy Divider slide
  31. 31. Other hotel guests want to explore Divider slide
  32. 32. Westin and Le Meridien Hotels as archetypes? WARRIOR   CATALYST   GURU   100   80   ARTIST   60   EXPLORER   40   20   0   RULER   REBEL   IDEALIST   JOKER   CAREGIVER   SEDUCER   EVERYMAN  
  33. 33. The future
  34. 34. Environmental cues set expectations Divider slide
  35. 35. The symbolism and smell of courage, and the comfort of protection
  36. 36. javascript:;
  37. 37. The sense of nurture and purity
  38. 38. The look of innocence (Idealism)
  39. 39. The power of imagination
  40. 40. Marketing to the senses Divider slide •  Sensory integration Divider slide •  Emotional signals •  Unify, Simplify, Amplify
  41. 41. Thank You www.tapestryworks.asia

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