Speech of Karsten Klepper
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Transcript of Speech of Karsten Klepper
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
The future of marketing – multisensory branding: yesterday, today, tomorrow.
Karsten Klepper
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg© 2011 - Corporate Senses, Institute of integrated multisensory branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
![Page 3: Speech of Karsten Klepper](https://reader031.fdocuments.in/reader031/viewer/2022013121/54f6e3804a7959430c8b4a9d/html5/thumbnails/3.jpg)
© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg© 2011 - Corporate Senses, Institute of integrated multisensory branding
Institut für integrierte multisensorische Markenbildung
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
Sight Sound Scent Taste Touch
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
Source: Übertragungskapazitäten ins Gehirn in LiterEigene Darstellung in Anlehnung an Birnbaumer/Schmidt 2006
150.000 20.000141.000.000
Sight Sound Scent Taste Touch
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
83 11 3,5 1,5
Source: Eigene Darstellung in Anlehnung an Hensel, 2005; Bream, 1985
1,0
Egmont Ehapa
Institut für integrierte multisensorische Markenbildung
Sight Sound Scent Taste Touch
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
Institut für integrierte multisensorische Markenbildung
Sight Sound Scent Taste Touch
![Page 8: Speech of Karsten Klepper](https://reader031.fdocuments.in/reader031/viewer/2022013121/54f6e3804a7959430c8b4a9d/html5/thumbnails/8.jpg)
© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
Source: „Multisensory as a baby“ Birnbaumer/Schmidt 2006
© 2011 - Corporate Senses, Institut für integrierte multisensorische Markenbildung
6. weeks4. month8. month 3. month 3. month
Institut für integrierte multisensorische Markenbildung
Sight Sound Scent Taste Touch
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
Source: Wichtigkeit der Sinne bei Kaufentscheidungen/ Lindström 2005
58 % 41 % 45 % 31 %25 %
Sight Sound Scent Taste Touch
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
Institut für integrierte multisensorische Markenbildung
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
Institut für integrierte multisensorische Markenbildung
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
WHY?
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
25.000.000brands worldwide
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
1.346.000brands
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
30.000.000.000 €media spendings
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
32.000 new products each year
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
150 products we use
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg© 2011 - Corporate Senses, Institut für integrierte multisensorische Markenbildung
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg© 2011 - Corporate Senses, Institut für integrierte multisensorische Markenbildung
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
3500 messages per day
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
0,0004 % of all information reach
your consciousness
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
90 % of your experiences are stored
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
learn
experience
remember
© 2011 - Corporate Senses, Institut für integrierte multisensorische Markenbildung
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
1 2-3 4-5
10-20%
40-50%
80-90%
Number of Senses addressed:
Higher Brand Recall Ability to store experiences in your memory
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
Won‘t be one sense enough?
© 2011 - Corporate Senses, Institut für integrierte multisensorische Markenbildung
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
You have money.
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
500.000.000 € media budget / year
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg© 2011 - Corporate Senses, Institut für integrierte multisensorische Markenbildung
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg© 2011 - Corporate Senses, Institut für integrierte multisensorische Markenbildung
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg© RED BRANDING 2009Markenworkshop_Markus Hofmann
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT LuxembourgJuli. 25 2008 © RED BRANDING 2008© 2011 - Corporate Senses, Institut für integrierte multisensorische Markenbildung
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
You have time
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
1000years
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
Sight Sound Scent Taste Touch
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
NotaSensorik®
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
NotaSensorik®Methodology for creating holistic brand experience by
developing a brand integrated, multisensory and coherent.
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
Corporate Senses:
„Thinking in concepts“
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
Please close your eyes.
© 2011 - Corporate Senses, Institut für integrierte multisensorische Markenbildung
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
SIE HÖREN PAPAGEIEN.STELLEN SIE SICH DAS MEER VOR.IHRE FÜSSE FÜHLEN WARMEN, WEICHEN SAND.SIE TRINKEN EINEN MANGO-KOKOS COCKTAIL.
Caribbean
Pleasure Fun
Hot
DistanceExotic
© 2011 - Corporate Senses, Institut für integrierte multisensorische Markenbildung
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
MANGO/COCONUT
REGGAE/PARROT
SWEET/TROPICAL
OCEAN/BEACH
WARM/SANDCaribbean
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
Caribbean
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
???
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
BRAND
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
Multisensory Branding
today
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg© 2011 - Corporate Senses, Institut für integrierte multisensorische Markenbildung
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
Deutsche BankBrand Promise
Leistung aus Leidenschaft
Passion to perform
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
PASSION
Deutsche BankBrand Concept
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
Color associationPassion
Source:
(The Impact of colors, Mrs. Dr. Heller, 2005)
61 %
14 %
8 %
7 %
5 %
5 %
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
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© 2011 - Corporate Senses, Institute of integrated multisensory Branding
Institut für integrierte multisensorische Markenbildung
1st EVENTSUMMIT Luxembourg
Deutsche BankCorporate Color
Source:
(The Impact of colors, Mrs. Dr. Heller, 2005)
Disctance 65%
Coldness 51%
Sportive 40%
Rational / Technical
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Conflict in perception and experience
Disctance 65%
Coldness 51%
Sportive 40%
Rational / Technical
PASSION
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BRAND
Sight
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BMWBrand Promise
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Pleasure to drive.
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PLEASURE
BMWBrand Concept
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Source:
(The Impact of colors, Mrs. Dr. Heller, 2005)
29 %
17 %
13 %
12 %
12 %
10 %
BMWColor association of pleasure
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HEARTBEAT
BMWSound association of pleasure
PLEASURE
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BRAND
Sight
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What we can‘t see.
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Acustic decodingPleasure
FREUDE
Source: Groves Sound Communications
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Acustic decodingBMW Sound Logo
BMW Sound Logo
Quelle: Groves Sound Communications
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Acustic decodingPleasure
FREUDE
Source: Groves Sound Communications
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Acustic decodingAudi Sound Logo
Audi Sound Logo
Quelle: Groves Sound Communications
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BRAND
Sight
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BRAND
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Brand concept
Brand conceptCoherent
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Brand conceptCoherent
Brand core
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NotaSensorische survey 2010
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What does Luck
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taste like?
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What does Power
sound like?
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Institut für integrierte multisensorische Markenbildung
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Integrated multisensory branding„Power“
Visuell Akustisch Olfaktorisch Gustatorisch Haptisch
Coding of „Power“
De-coding of „Power“
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ScentTouch
Sound
Sight
Taste
Brand Concept
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65
1 2 3 4 5
75
85
Bra
nd R
ecal
l in %
Mono-dimensional
Multi-dimensionalcongruent
Multi-dimensionalIncongruent
Days (Direct contacts with the brand)
Multisensory Enhancement Stronger brand recall
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be multi-sensory
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be multi-sensory
but coherent
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„Thinking in Concepts“
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Many thanks.
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