Marketing in Five Dimensions B U I L D I N G A S T R O N G E R B R A N D E X P E R I E N C E B Y E N G A G I N G S I G H T , S O U N D , T A S T E , T O U C H A N D S M E L L

(Can we get an up-to-date and defensible number for Ireland?)

The number of ads you might see in a year.

97% Proportion of advertising

that is sight and sound only

The more senses associated positively with the brand, the greater the percentage making the brand their first choice

0% 10% 20% 30% 40% 50% 60% 70%

0 to 1 2 to 3 4 to 5 Number of Positive Senses Recalled

The more positive and distinctive sensory associations come to mind, the more loyal people are

First Choice

Sound

Taste Touch

Sight Smell

A pleasant and consonant smell can…

Increase time spent shopping 50%

Increase the average amount spent by x2

Singapore Airlines uses smell to create a unique experience

195

216

224

Singapore Airlines Other national carriers

Premium Index : 183 Premium Index : 125

129

171 242

22 21

Meaningful

Salient

Different

Meaningful Salient

Different

Sweet

Burn

Bite

In the BRANDsense research people talked about the taste of Coca-Cola and Pepsi differently

What does Mercedes taste of?

What does Jean-Luc Picard have to say about touch?

Touch can increase the perception of value by +24%

Video clip

11

Touch does evoke more emotional processing

Project for UK’s Royal Mail used fMRI to compare physical to virtual content Physical material:

•  Has both visual and spatial hooks into memory •  Prompts more emotional processing and memories •  Prompts more internally focused processing - indicating more’ internalisation’ of messaging

Right Parietal Right RetroSplenial Cortex

Coca-Cola’s iconic bottle is 100 years old

Sound signatures help identify a brand

Sound files: Intel, McDonald’s and Coca-Cola

Music has a strong influence on consumer response

Annie Teenage Kicks

It is entertaining 50% 76% Suggests the brand is exciting 44% 54% Made me think again about the brand 38% 49%

Overtones sound file

Evoking other senses through sight and sound

Magnum Five Senses video

Positive contextual experience

Nik Keane, malt whisky global brand director for Diageo.

For a drinks company to think what does our whisky sound like, not just what does it taste like, opens a window to a whole lot of creativity

17

From The Method Method by Eric Ryan and Adam Lowry, with Lucas Conley

All great brands have rational, emotional, and sensory values, so we work hard to ensure that Method delivers on all three.

Three basic types of mental association

18

BRAND

EMOTION EXPERIENCE KNOWLEDGE KNOWLEDGE EXPERIENCE EMOTION

Help people …not think

A final challenge

Smash your brand

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