SENSORY BRANDING EXERCISE

SENSORY BRANDING Our five senses (Sight, Sound, Touch, Smell and Taste) help to build emotion and recognition. A multi-sensory brand experience generates certain beliefs, feelings, thoughts and opinions to create a brand image in the consumer’s mind, and it’s the easiest way to touch a soul of a consumer. Have you ever tasted the feeling of coke or heard jelly babies scream? It may be impossible in theory, but multisensory research is becoming big business in the world of branding, helping create new and unique experiences for consumers. So how can we taste something that can’t be eaten? How can we smell something that has a nondescript scent? How can we hear something that can’t be heard? Sensory branding involves curating a powerful physical connection to a product or brand by engaging the senses of prospective customers on every level. Since a growing number of consumers search for experiences and emotions that go beyond the mundane, more advertisers try to incorporate sensory cues on branded media with multisensory marketing. TASK! • In this exercise, you will analyze sensory marketing strategies employed by a retail store. • Select a retail (brick-and-mortar) store of your choice and visit the store. • Evaluate the selected retail store from a sensory point of view by examining followings: o What sensory appeal (sound, visual expression, smell, touch, taste) the brand is using? o How are they using it? § How does your brand’s purpose depicted visually? § What does your brand sound like? § What does your brand smell like? § What does your brand taste like? § How does it feel to touch your brand? o What feelings and emotions are generated by using sensory appeals? o What needs to be done for the brand to achieve its potential (what is missing)?

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