how 5 types of sensory branding can be beneficial to boost your brand

1. PRESENTED BY:
VAISHNAVI VISHWANATH
SENSORY
BRANDING

2. HOW DO WE BREAK
THE CLUTTER???

8. SO HOW DOES A BRAND DELIVER
EXPERIENCE !!???

9. SENSORY BRANDING
Sensory branding is a type of marketing that appeals to all the senses
in relation to the brand.
It uses the senses to relate with customers on an emotional level.
Sensory branding attempts to foster a lasting emotional connect
between the brand and the consumer, using a deliberate design and
deployment of interaction with the senses.

10. PLEASUREMEMORIES
FEELINGS AND
EMOTIONS

11. EVOLUTION OF SENSORY BRANDING
In 1950’s Colour and Form was
highlighted Through posters as
it was the only media.
As television became popular,
the consumers' sense of sound
was appealed to in advertising.
Jingles came into existance
1970s marketers began to find
that smell could be used in
brand promotion. They were
also able to adjust the scent of
their products to make them
more palatable for the
consumer.

12. ADVANTAGES OF SENSORY BRANDING
 1. Create or evoke memories
 Establish brand associations
 Create emotional bonds and pleasant
sensations
 Amplify the brand experience
 Create a buzz and interest in sharing
experiences with others
 Affect the perception of product quality
and thus, the value of the brand.

13. #1. ACTIVITY
 INDENTIFY THE FOLLOWING

16. HANDWASH

20. 1. SIGHT

21. SIGHT
 Sight has been the most used sense in the advertising world
over the past century.
 92.6% population puts most importance on visual factors such
as colour and shape when buying products.
 We make our first impression within 90 seconds of the initial
viewing and between 62-90% of that impression is based on
colour alone.
 With regards toon-shelf visibility, Colour can increase the brand
visibility up to 80%.
 Ads in colour are read more than the 42% ads in black & white.

23. SUCCESS STORY
 The now globally celebrated contoured glass Coke
bottle was developed by the Root Glass Company in
Indiana (USA) and was introduced in 1916. The company
called it as a contoured bottle, but the masses
nicknamed it as "the Hobble skirt". Hobble skirts, which
were long skirts tied together at the ankles, were a hot
fad in those days. The bottle was a commercial success,
so much so that it received a place at the Museum of
Modern Art in New York. It is one of the rare packages to
have received a trademark from the US patent office.

24. With our eyes we recognise shapes and
colours very quickly.
But we cannot experience a brand only by
looking at it, at least not at its full potential.
Therefore SENSORY BRANDING uses all our
senses. Because you don’t want your brand
just to be noticed. You want it to be
EXPERIENCED AND REMEMBERED.

25. Guess the Brand
1. Who am I?
3. Who am I?
2. Who am I?
4. Who am I?
5. Who am I?

27. 2. SOUND

28. HOW DID YOU RECOGNISE?
Sound Sense
Jingle, Voice
and Music
Atmosphere,
Theme
Sound Brand
and Signature
sound
Sound
Experience

29. Why do brands use sound?
 Catch consumer’s attention of
the products or brand.
 Enhance brand identities
 Brands with music that ‘fit’ their brand
identity are 96% likelier to prompt
memory recall.
 customer adopts his walk speed,
according to the tempo of the music
(Smith & Curnow, 1966)

31.  In the 1970s, IBM
launched a silent
typewriter that was
rejected by users
who felt
uncomfortable with
the new quiet
machine.
 Result?
 IBM added electronic
sounds to replace the
natural noise it had
worked to eliminate.

33. https://www.youtube.com/watch?v=oyWgkdSZd
dQ

35.  our skin has more than 40 lacs sensory
receptors than can be easily manipulated
through materials, weight, softness and
comfort of the product.
 skin is the largest sensory organ.
 the sense of touch helps customers make
more conscious decisions.
 many customers don’t shop online and
the major reason for the fact is that they
can’t feel the product.

38. 3. TASTE

39.  Mostly involved in food products.
 It is the sense that fuses all different senses together to
create a holistic brand experience.
 Taste can help you change the brand perception and
image.
 Brands offer free samples of food products especially
during launches in order to make better impact of product
on customer mind.

40. Coke Zero- The Drinkable Poster
https://youtu.be/980x7vSjy1U

44. Sense of Smell

46.  https://www.youtube.com/watch?v=GP_zdW6sl-k

47. Aroma of starbucks
Aroma of starbucks is same all over the
globe

48. Sense of smell
 Brands should have distinct odor in order to create deep emotional feelings in
customer.
 75% of our emotions are created by what we smell
 80% of our taste is identified by sense of smell
 2nd most important sensory system in body
 Sense of smell can create hunger (bakeries in Europe)

51. Play more! Gamble more!!

53. Launch of Skoda Fabia in 2007 in London
It cost more than a real car ($8,00,000)
Idea was to advertise it as tasty
Resulted in the first week of the campaign, the visits to car
dealership went up by 160 percent

54. SUGGESTIONS FOR CREATING A SENSORY BRAND
Monitor what the
customers see, by
standardizing the
ambience.
This includes even minor
details like the color and
intensity of light and the
number of lights per
Staff uniforms, if any,
This is particularly
important for a food
retailer. There are
undeniably a thousand
ways in which to make
a food brand stay in
the customer's mind
and heart.
relevant, packaging
could be designed with
a unique texture that
conveys the brand
essence. Apparels for
kids need to be
packaged in a manner
that conveys softness,
gentleness and a

55. SUGGESTIONS FOR CREATING A SENSORY BRAND
Music plays a very important
role in creating the right
ambience and should be
chosen based on the brand
essence. A mild instrumental
music gel well with an ethnic
brand, while techno music is
more in harmony with a trendy,
new age brand.
All stores across different
locations should have the
same smell. The smell should
be consistent across
materials, tissues, air
fresheners, air-conditioning,
etc.

56. Future Outlook
 Virtual reality to connect online and in-store experiences
 A break through in the world of Smell
 Using taste and smell to evoke memories
 Would have an in-depth understanding of how specific sounds and
vibrations in mobile effect Users
In future, if brand owners wish to engage consumers at a much deeper
emotional level, build loyalty and differentiate themselves from the
competition, they will need to embrace the multisensory opportunities
now afforded to them.