brand sense finalpptx
TRANSCRIPT
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BRAND SENSE
BUILD POWERFUL BRANDS THROUGH TOUCH, TASTE, SMELL, SIGHT AND
SOUND-BASED ON MILLWARD BROWNS GLOBAL STUDY LINKING
BRANDING AND SENSORY AWARENESS
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Martin Lindstorm founded his first advertising agency at the age of 12.
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BRAND SENSE
Tell me and I’ll forget
Show me and I might
remember
Involve me and I’ll understand
BENJAMIN FRANKLIN
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A brand must at least deliver a distinctive benefit.
But Distinctive Brands Require Something
MoreThey are powered up to deliver a full
sensory and emotional experience.
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SNIFFING AN OPPORTUNITY
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WHAT AROMA DO YOU ASSCIATE WITH THS
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NEW CAR SMELL
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SINGAPORE GIRL
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Singapore Girl
Fragrance: Smooth,Exotically Asian, and Distinctively Feminine
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REPETITION
Do You Hear Me . Do You Hear Me. Do You Hear Me
Advertising spending has increased by 8 % annually
The average consumer is exposed to 9 % more commercials each year
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REPETITION
In 1965 – Average consumer remembered 34% of the ads shown on TV
In 1990 – Average consumer remembered ONLY 8 % of the ads shown on TV
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REPLACING REPETITION WITH SENSORY BRANDING AND SENSORY SYNERGY
Cinematic Synergy and Magic:
Audio + Video 2+2 = 5
Taste + Touch + Sound + Vision + Smell+ Taste
2+2+2+2+2= 20
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NEXT GENERATION OF BRAND BUILDING
Its like moving away from black and white TV
To High Definition Color Screens installed
with color Sounds
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THE FIVE DIMENSIONAL ( 5-D) BRAND
Draw a Sensogram of your Brand
How clear is the image?How distinct is the imageDo consumers perceive the image of
your brand consistentlyIs the image a memorable one
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FROM 2D TO 5D BRANDING
TasteSight
SmellSound
Touch
0
10
20
30
40
50
60
31
58
45
41
25
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SIGHT
Sight is the most seductive of all sensesFood and color test by Dr. H. A Roth
C.N Bose Drink Color and Flavor Test Only 30 % could identify flavor -40 % thought cherry drink was lemon-lime
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SIGHT
The question is not what you look at but what you see.
-Henry David Thoreau
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THE VISUAL BRAND _COKE
Wherever there is Coke there is Red and White
Coke Made the Green Santa Red in 1950’s
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SIGHT
Innovative use of shape can change a whole city’s life.
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CAN YOU RECOGNIZE THESE BRANDS
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SHAPE-CAN YOU RECOGNIZE THESE CARS
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SHAPE
40 % of all
perfume purchases are based on shape
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SOUND
Sound generates moodIntel Inside Tune since 1998Airtel Signature TunePorsche
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SOUND
Sound puts us in the picture or makes the picture more than an image.
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THE POWER OF SOUND
Classical music to control crimeA machine is not a Slot Machine until it
whirs and jingles
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SOUND
Pace of Music playing in the background affected service spending and traffic flow in stores and restaurants.
The average bill for diners was 29% higher with slow music than with fast.
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ONCE UPON A SOUND
TarzanMGM Lion
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AROMA
You cant turn off smell.Less than three percent in the fortune
100 list have ever given it a thought.
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SMELL
Smell is a potent wizard that transports us across
thousands of miles and all the years we have lived.
HELEN KELLER
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SMELL
We smell with every breath we take and that is 20,000 times a day.
It is extra-ordinarily powerful in evoking memory
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Scents evoke images, sensation, memories and associations.
Scents have the ability to influence mood and behaviour. Research has shown 40 % improvement in mood when we are exposed to a pleasant fragrance.
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There are about 100,000 odors in the world
Our smell preferences change over time
Some cultures are more affected by smell than others.
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SMELL
Eau de Rolls RoyceEau de Car
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SMELL AND THE SUPERMARKET
Victoria SecretDisney World PopcornWoolsworth in Britian
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TASTE AND SMELL
Smell and taste are in fact but a single composite sense, whose laboratory is the mouth and its chimney the nose.
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TOUCH
Joy has a TEXTURE-Oprah Winfrey
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TOUCH
The way a car feels when we sit inside it and run our hands over the steering wheel is important to 49% of the customers making a choice
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TOUCH
35% of the consumers interviewed stated that the feel of the phone was more important than the look.
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LOSING THE GRIP ON COKE
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SMASH YOUR BRAND
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KILL YOUR LOGO
Remove Your Logo and what do you have left?
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SMASH YOUR BRAND
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SMASH YOUR PICTURE-PIECE BY PIECE
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GOT MILK !
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SMASH YOUR COLOR
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SMASH YOUR COLOR
Yellow Pages Orange- The future
is bright the future is Orange
Heinz –Power of Red Campaign
Red Cross
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SMASH YOUR COLOR
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SMASH YOUR COLOR
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SMASH YOUR SHAPE
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SMASH YOUR SHAPE
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Enjoy Connecting People Smile Crunch
Kellogg'sMc-DonaldDisneyColgateNokia
SMASH YOUR LANGUAGE
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SMASH YOUR LANGUAGE
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SMASH YOUR LANGUAGE
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SMASHING YOUR ICON
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SMASH YOUR ICON
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SMASHING YOUR NAME
Mc -…………………… Disney
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SMASHING YOUR SOUND
Open Happiness Coca-Cola Banyan Tree Spa CNN and BBC Airtel –AR Rehman Signature Tunune
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SMASH YOUR BEHAVIOUR
YOU CAN HAVE A
HUGE EGO BUT ONLY A
BAG THIS SIZE
SIZE DOES
MATTER
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SMASHING YOUR SERVICE
Amazon/ E-bay Marks and Spencer Qatar Airways
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SMASH YOUR TRADITION
JAMES BONDATIF ASLAMDILIP KUMARCHRISTMASEID
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SMASH YOUR NAVIGATION
Supermarket floor plan
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FROM 2D TO 5D BRANDING
TasteSight
SmellSound
Touch
0
10
20
30
40
50
60
31
58
45
41
25
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THE POWER OF SOUND
Classical music to control crimeA machine is not a Slot Machine until it
whirs and jingles
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STAGING A BRANDED MOOD
Disney World Victoria Secret Borders Branded Sound of Bentley
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STAGING A BRANDED MOOD
Disney World Victoria Secret Borders Branded Sound of Bentley
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SIGHT
The question is not what you look at but what you see.
-Henry David Thoreau
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SIGHT
Innovative use of shape can change a whole city’s life.
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CAN YOU RECOGNIZE THESE BRANDS
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SHAPE-CAN YOU RECOGNIZE THESE CARS
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SHAPE
40 % of all
perfume purchases are based on shape
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TOUCH
Joy has a TEXTURE-Oprah Winfrey
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TOUCH
The way a car feels when we sit inside it and run our hands over the steering wheel is important to 49% of the customers making a choice
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TOUCH
35% of the consumers interviewed stated that the feel of the phone was more important than the look.
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LOSING THE GRIP ON COKE
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SMELL
Smell is a potent wizard that transports us across
thousands of miles and all the years we have lived.
HELEN KELLER
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Scents evoke images, sensation, memories and associations.
Scents have the ability to influence mood and behaviour. Research has shown 40 % improvement in mood when we are exposed to a pleasant fragrance.
![Page 80: Brand Sense finalpptx](https://reader030.vdocuments.net/reader030/viewer/2022013011/55166c8c497959ee1d8b53a3/html5/thumbnails/80.jpg)
There are about 100,000 odors in the world
Our smell preferences change over time
Some cultures are more affected by smell than others.
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SMELL
Eau de Rolls RoyceEau de Car
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NIKE SHOES
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SMELL AND THE SUPERMARKET
Victoria SecretDisney World PopcornWoolsworth in Britian
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TASTE AND SMELL
Smell and taste are in fact but a single composite sense, whose laboratory is the mouth and its chimney the nose.