The Future of Sensory Branding
12 May 2014
Neil Gains
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Divider slide Design = Branding
“Design is a funny word. Some people think design means how things look. But of course, if you dig deeper, it’s really how things work.” (Steve Jobs)
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When in Singapore …
Early pioneer of sensory marketing
The first sensory signature?
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Divider slide Marketing to the senses
• More than five
• Sensory symbolism • Emotional meaning
Are there really only five senses? Vision
Hearing Taste Smell Touch
Temperature Pain
Balance Body awareness
VISION HEARING FLAVOUR
HAPTIC
ORIENTATION
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Divider slide Architecture as sensory design
“The door handle is the handshake of the building.” (Juhani Pallasmaa)
Sensory metaphors
Sensory experience is a signal
Soft Hard
Soft or hard?
Soft or hard?
Soft or hard?
Soft or hard?
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“Turn up the signal, wipe out the noise”
Creating instant meanings
Story, Symbol, Sense
“Mission for health” Symbolic sword Sensory signature
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Back to Singapore …
A justified reputation for sensory branding
Sense Symbol Story esSense®
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*esSense score card based on rating of 30 touch points
What do airline customers want from an ideal lounge?
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20
40
60
80
100 WARRIOR (POWERFUL)
ARTIST (CREATIVE)
EXPLORER (UNIQUE)
REBEL (DIFFERENT)
JOKER (FUN)
SEDUCER (LOVE)
EVERYMAN (EQUALITY)
CAREGIVER (PROTECTION)
IDEALIST (TRADITION)
RULER (RESPECT)
GURU (KNOWLEDGE)
CATALYST (CONFIDENT)
Ideal lounge
How does an airline lounge experience match up to expectations?
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20
40
60
80
100 WARRIOR (POWERFUL)
ARTIST (CREATIVE)
EXPLORER (UNIQUE)
REBEL (DIFFERENT)
JOKER (FUN)
SEDUCER (LOVE)
EVERYMAN (EQUALITY)
CAREGIVER (PROTECTION)
IDEALIST (TRADITION)
RULER (RESPECT)
GURU (KNOWLEDGE)
CATALYST (CONFIDENT)
Current experience Ideal lounge
How can an airline strengthen their lounge brand esSense?
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20
40
60
80
100 WARRIOR (POWERFUL)
ARTIST (CREATIVE)
EXPLORER (UNIQUE)
REBEL (DIFFERENT)
JOKER (FUN)
SEDUCER (LOVE)
EVERYMAN (EQUALITY)
CAREGIVER (PROTECTION)
IDEALIST (TRADITION)
RULER (RESPECT)
GURU (KNOWLEDGE)
CATALYST (CONFIDENT)
Current experience Ideal lounge
F&B; Noise level
Furniture & fittings; Design of Space
Furniture & fittings; Design of space
Pictures & Decorations
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Divider slide Total brand experiences
• Holistic view of the senses
• Sensory signals & symbols • Unify, Simplify, Amplify
Thank You www.tapestryworks.asia
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