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Sensorial Branding – The Future of Brand Building
"People spend money when and where they feel good."
– Walt Disney
More brands and products are interchangeable. This sad statement emanates from one of the fathers of marketing, Philip Kotler.
For a mark to identify, recognize and understand their values is the core of any strategy, the continuing problem of every marketing manager.
However, in a competitive environment in the use and functional value of a brand (a product or service) can be easily copied or duplicated, which is to stand out from the crowd? How can the customer preference will be activated to ensure their loyalty? How can tie closely linking its brand to the consumer and put it ahead of the competition to be built, maintained or strengthened?
These are questions that mark sensory responses: use senses (and their impact on perceptions of consumers) to enrich the brand experience and enhance their uniqueness and character, ultimately, paving the way to consumers' affection, preference and loyalty.
Sensory branding (sensory and marketing) fills the gap left by traditional theories of marketing when it comes to responding to today's consumers thinking. This new type of thinking has its origin in the 90s, with the change of the rational mindset before prevailing in the decision making process of consumer search now emotionally and hedonistic drives their consumer desires and acts.
In reaction to an industrial world increasingly virtual and pressurized, people have begun the search for a way to reconnect to reality in their private sphere, for a way to re-enchant the world. Individual values of pleasure, comfort and hedonism rose along with a new concept truly discussed consumer the limits of traditional marketing theories.
Consumption today is a form of "being." Like any leisure activity becomes a place to express a piece of his personality, which shares common values with a small group of other individuals (a tribe). And perhaps more than any otherwise, the act of consumption must be analyzed as "sense" acts, as capable of providing experiences emotions, sensations and pleasure.
Shopping events are driven by this desire to experience stunning that light again the unit senses and emotions. No matter how effective it can be a product, its hedonistic and emotional value and the unique experience it offers, that would lead consumers to buy and ensure their loyalty.
What does it mean from in terms of brand?
First, it means that the price and functionality now taken for granted (or, in other words, is not distinctive enough). What now is the intangible, irrational and subjective attributes of the brand offer are new factors of success.
Secondly, it highlights the fact that the sensations, new experiences and emotions should be part of the brand experience. It is through these three channels that can create greater brand differentiation, the influence of consumer preferences and secure their affection.
In short, the brand strategy focused on rational arguments with respect to its functional value is no longer sufficient to ensure success. What is clear is that brands are what enabled the management to deliver hedonistic and emotional through the brand experience. This is where brands can add meaning and, therefore, the value and meaning to the products and services, transforming interchangeable merchandise powerful brands.
This is where sensory brand is competent: exploring and discovering how brands can connect with people on a more sensible way in this real level of the senses and emotions. To put it more bluntly, it focuses on exploring, expressing and enhancing the brand hedonistic and emotional potential.
In this theory, feelings prevail because they are a direct link to the affections of consumers. The senses are directly affected by the limbic brain, the area responsible for emotion, pleasure and memory. In a way, it's no big surprise. This is about getting back to basics, to what really appeals to a human being on an everyday basis. The sense is a vital part of our human experience. Almost all our understanding and perception of the world is experienced through our senses. A growing body of research show that the more senses your product appeals to the greater experience of the brand.
Although communication and focus primarily on visual identity and vision sound, precise identity poly-sensory integration of touch, smell (and taste as appropriate), sends a more powerful emotional message for consumers, multiplying connections or contact points through which consumers can be attracted, convinced and touched by the mark. It allows and encourages consumers to "feel" and "experience" of the brand (product or service) with their "emotional brain."
As Martin Lindstrom, author of the bestseller States Brand Sense, success lies in the domain of a true sensory synergy between the brand and its message.
The first brand to intuitively put into practice the theory mark Sensory was Singapore Airlines. Like any other airline, Singapore Airlines and communication promotions primarily focused on cabin comfort, design, food and price. The discovery was made when they decided to incorporate the emotional experience of air travel. The brand platform to implement actions aimed a simple, yet revolutionary, rather, To present Singapore Airlines on an entertainment company. From that moment on, every detail travel experience of Singapore Airlines was scrutinized and a new set of tools took place mark, from the finest silk and the colors chosen for the uniform staff, the composition of the flight attendants who had left Singapore Airlines outline color mark, since the drastic selection of the flight attendants I had to be representative of the archetype of beauty "Asian", the way they should talk to the passengers and serving food in the cabin. All I had that impart softness, and relaxation to transform the experience of Singapore Airlines trip on a sensory journey truth. Just after turning the flight attendant from Singapore Airlines an iconic figure, emblematic of the brand (the famous "Singapore Girl"), who broke the barriers of marketing by introducing new a new dimension to the brand: a signature scent. Specifically designed a signature scent called Stefan Florida Waters. This signature scent was used by the crew, mixed into the hot towels served to passengers, and soon permeated the entire fleet of aircraft. Described as a gentle, exotic and feminine, was the perfect reflection of the brand and achieve an immediate recognition of Singapore Airlines to intensified on the plane. He soon became a unique and distinctive brand of Singapore Airlines, which can carry a series of memories all linked to comfort, sophistication and sensuality.
Another example given by Martin Lindstrom is Rolls Royce. To regain a sense most spirals, and maintain the aura surrounding the luxury brand, Rolls Royce analyzed and recreated the unique scent composed of materials such as mahogany, leather and oil that pervaded the interior of the 1965 Silver Cloud Rolls-Royce. Now all the Rolls Royce of leaving the factory is equipped with a diffuser at the bottom of vehicle seat transmit this unique brand identity.
What we learn here is that only when all sensory contact points between the brand and the consumer are integrated, evaluated and leverage can truly enrich your brand identity will be achieved. In the future, may become the most advanced tool to stand out from the crowd, pushing the brand experience and eventually influencing consumer loyalty.
Few brands today are a true sensory integration mark in its strategy, while companies with vision are already implemented successfully. Add a sensory dimension to the brand experience is definitely on the verge of becoming the competitive advantage that comes.
In the future, brand building for vendors can be a simple question: What does my brand feel?
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