Brand Sense

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BrandSense
Building Brands with Sensory Experiences



©2001 Harvest Consulting Group, LLC

Harvest Consulting Group, LLC

BrandSense™

Table of Contents

Table of Contents
BrandSense™ Introduction A Time for the Senses Recognition and Perception The Sense Connection The Case for Smell Putting the Senses Together BrandSense™ Cases Giving Your Brand Some BrandSense™ Quantitative Analysis: BrandSense Audit™, SensePlan™ Conclusion Sources Contact Us 01 02 03 04 05 08 09 11 12 13 14 15

Harvest Consulting Group, LLC

BrandSense™

BrandSense™ Introduction

Page 01

BrandSense™ Introduction

Executive Summary BrandSense™ is a holistic way of understanding, deconstructing and building a brand by taking into account how, and where, it impresses each of our five senses. How does a brand look? How does it taste and smell? Is it soft to the touch like cashmere, or does it evoke the sizzle of the summer? Is your brand’s soundtrack closer to Barry White or Bach? We’ll show you how a sensory approach cuts away the jargon typically associated with marketing and branding efforts, leaving only the base elements, or building blocks, that make up a perception. Highlights of The BrandSense Journey > > > >

Why is smell so important and why are many companies investing in it? What happens when you put all the senses to work for you? Which companies are doing it well? How can you give your brand some BrandSense?

How to Read this BrandSense Paper 1. 2. 3. 4. 5. 6. 7. Leave your office chair. Go to that place where you get to think and leave the email behind for a few moments. Get your favorite drink, an iced-cold Latte, a flavored water or… Sip and think. Smile a few times. Talk out loud. Think about your Brand in a different way.

Harvest Consulting Group, LLC

BrandSense™

A Time for the Senses

Page 02

A Time for the Senses
In a time of intense mergers and acquisitions, many companies are suffering from “Brand Blur.” While we have five senses, few companies pay attention to the “complete” effect their brand can have on people. Looking at your brand differently from your competitors’ and presenting a cohesive and comprehensive sensory experience can create an image that will have more staying power in the minds of your customers and prospects. Research conducted a year ago showed that aural communication is just as important as visual communication. Testing Intel Inside®, the researchers documented that the Intel melody was as recognizable and memorable to the consumer as the Intel Inside logo.i Similarly, Dr. Trygg Engen of Brown University conducted studies that found our ability to recall scents and odors is much greater than our ability to recall what we have seen.ii Clearly, many corporations are losing opportunities to fully exploit their brands. B.O.C. Gases of Guildford, England, is one of several companies that has carried out commercial scent experiments for clients. It tried out the aroma of newly washed linen for Thomas Pink, the famous shirtmakers in London’s Jermyn Street, and tested the fragrance of fresh leather in the showrooms of a car dealership. Duncan Roberts, B.O.C.’s sales and marketing manager, said that companies have even approached him regarding the creation of “corporate smells” to go along with their corporate logos.iii The practical applications of BrandSense are broad–ranging, from helping you gain a clearer picture of how your brand is perceived in the marketplace, to developing ideas for complete environmental design. We’ll take an in-depth look at the senses. From brain science breakthroughs to psychological studies and startling aroma technology, we’ll dissect the senses and their importance to branding.

Harvest Consulting Group, LLC

BrandSense™

Recognition and Perception

Page 03

Recognition and Perception
Every brand strives to impress its audience. Companies spend inordinate amounts of money to create or alter two things: recognition and...
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