Sensory branding has not really taken off in Asia yet. I believe there are huge potential for Asian marketers who can tap into their customer's senses to brand themselves more effectively. Break out from the clutter to be remarkable.
Some the brands which use this technique to brand themselves, intentionally or not, are around us. Think about the distinctive smell of KFC's famous fried chicken or over the counter Famous Amos cookies. Each of these brands have tapped into our sense of smell as part of their branding. Some might argue this is less important compared to how it taste. Own a winning recipe, own a winning taste. I agree but I believe some passer-bys are 'caught by the scent' and walk right into buying something. These brands have succeeded in owning a state of our mind through our sense of smell before actual purchase. Time to rethink where to point the oven's exhaust fan? Away from the crowd or into the crowd?
The point is, sensory branding if explored and used effectively, can be a powerful tool for brands who are thinking hard of reaching out. Today, consumers are buying into experiences and winning brands should be potentially tapping into as many of their customer senses as possible. Integrate that as part of their brand strategy.
Cinematic experiences too. A jacket that allows you to 'feel the movie'.
Can a photography studio explore other ways of branding their photo taking skills beyond using sense of sight? One that does, usually becomes remarkable and in turn successful.
Please leave you comments, if any.
1 comment:
The closest, multi-sensorial branding attempt is the fried noodle seller who clangs his spatula against his wok. The sight and sound of a busy chef, heat from the frying, a smoky aura, and the attendant smell is marketing, whether there is an order or not, according to a marketer I spoke to. At the end of the day, the evidence of rancid oils and oily residue leaves a much to be desired picture.
Instead of sensory branding per se, attempts have been made to enhance the multi-sensorial experience to varying degrees of effectiveness and chagrin. See, hear, feel, smell and taste.
Magazines with free samples of new scents have a combined visual-olfactory association. In the 1980’s, scratch and smell cards were the rage; interestingly, they are now replaced by those aforementioned scented cards in glossy magazines. Perhaps, time-released scents may be the next innovation.
Step into a spa and bath oils waft into your nostrils. Without the smell factor, the spa experience becomes vacant or rancid like a sweaty gymnasium.
Road shows attract passers-by with music, entertainers, models, visuals (banners, plasma screens, hanging mobiles, menu-boards) with a ‘call for action’. The queue of eager receivers continues to be influenced by the gaiety of the event. If the music played is a chart-topper, by association the promotional event enjoys being buoyed by that audio-anchor. However, if played to death then the song loses it meaning and impact.
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