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Priyatharesini RPoornima KRoshini S

Thiyagarajar School of Management-Sensory branding

How strongly does a particular SENSE come to mind in association with the brand

How is the association, is it positive or negative?

Is the association really distinctive and meaningful?

Does the association evoke memories and experience?

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SENSORY BRANDING

• The branding that attempts to foster a lasting emotional connect between the brand and the consumer

• Touching and triggering all five senses of consumers – sight, sound, touch, taste and smell

• This is where Neuro-marketing comes into picture

04/09/23 3Marketing Mastermind – March, 2010Thiyagarajar School of Management-

Sensory branding

Sense of Sight

• Eyes help in visualizing a product• Consumers get a sense of satisfaction only

when they see a product• Sight is the most favoured sense for

advertisers• Visual marketing

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Phillips Lounge• Phillips light lounge – experience zones•Created across 700 – 1000 sq. ft. area•Solution for home decorative lighting segments•Provides consumers a unique ‘see, touch and feel’ experience

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Sense of Sound

• Often connected to mood• Only 4% of fortune 500 brands deploy sound

online• Example – Intel Bong : Most recognized audio

signature IDs in the world• Auditory Marketing

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Crunchy Kellogg’s• Kellogg’s had experimented the synergy between crunch and taste• Patented their product’s crunchiness• If there is no crunchiness, the product is considered unfit even if it tastes good

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Sense of Touch

• Skin is the largest sensory organ• Consumers should be able to sense a product

through touch• Product should be uniquely designed or

packed• Tactile Marketing

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Toblerone• Swiss chocolate • Pioneer of prism shaped chocolates•Reminds consumers of the ‘The Matterhorn’ peak of Swiss• The unique triangular package helps the product get noticed quickly

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Sense of Taste

• Mostly involved in food products• Good taste…..Great satisfaction• Consumers are even willing to pay high price

for tasty food• Eg. Starbucks coffee• Gustative Marketing

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Lays• ‘No one can eat just one’• Every flavour has a unique taste • Youth brand with irresistible taste• In 2008, Lays launched ‘Fight for your Flavour’ programme

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Sense of Smell

• A person is 10,000 times more receptive to smell than taste

• When a consumer finds a product to be of good fragrance or tempting smell he gets an impulse to purchase the product

• Eg. Dettol, Sunsilk• Olfactory Marketing

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Singapore Airlines• Commissioned an aroma ‘Stefen Floridian Waters’• This fragrance became a distinguished trademark• Aroma suffused in attendants’ perfume, cosmetics, news papers, hot towels, etc

04/09/23 13 www.cdf.orgThiyagarajar School of Management-Sensory branding

End Note• 83% of commercial communication appeals only to the

sense of sight• It’s extraordinary as 75% of our daily emotions is

influenced by what we smell and there’s a 65% chance of mood change when exposed to positive sound

• Importance of our senses has been completely overlooked in the brand building business

• It’s difficult for a single brand to impart all sensory elements

• The idea is to engage customers on a wide range of touch points to create impactful brand

04/09/23 14www.brandsense.comThiyagarajar School of Management-Sensory branding

A brand should stand for something that is meaningful to the target market

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