Lecture 6 - Sensory branding Flashcards
Define sensory branding
HULTEN, 2011
“An approach that appeals to all the senses for the purposes of generating customer value, experiences and a distinct brand identity”
What is the goal of sensory branding
Achieve synergy across the 5 senses
How can COLOUR (sight) be used to influence consumer experience?
LINDSTROM, 2005
“Different colours speak to different people”
- 62-90% of first impressions are based on colour
Impulse shoppers - orange, black, navy
Budget savvy - pale blue, green, yellow
Traditional shoppers - pink, purple, blue
How can DESIGN AND AESTHETICS (sight) be used to influence consumer perceptions?
Brands compete on visuals - draw on high class aesthetics and bring them to the market:
BLIJEVENSET, 2011
Chrome - reliability and sleek eg Apple
Glass - modernity and modernisation eg Business schools
SMITHSONIAN, 2015
Bauhaus art movement founded on simplicity and pragmatics inspired Apple aesthetics
How can DESIGN AND AESTHETICS (sight) be used to influence consumer perceptions? (Retail spaces)
Where the store is located within a town or city is just as important as the design inside
eg: Paxton and Whitfield
How can SMELL AND ODOUR trigger consumers?
CHU AND DOWNES, 2000; TOFFOLO ET AL. 2012
“Odours evoke emotions and memories”
Brands work to remind us that smell is a powerful trigger connecting us to:
- People
- Place
- Memories
- Time
- Identity
How can SMELL AND ODOUR share consumer decision making and behaviour in retail spaces?
BLOOMINGDALES
Pump baby powder around store to ‘speak to a mother’s memory’
eg: Grapefruit as energizing relaxation
eg: Lavendar scent as soothing relaxation
How can SMELL AND ODOUR be used to bolster brand identity and image?
SINGAPORE AIRLINES The Singapore Girl - Hired based on their looks - Hired only if under 26 - One size uniform - Unpresidented levels of care and intimacy to passengers
The Singapore Scent
- Stefan Florida Waters (rose, lavender, citrus) was the designed and patented smell of the airline
- Attendants and towels were made to smell like this
What SMELLS AND ODOURS are associated to certain activities?
ADVENTURE - salty air, sawdust, mud, fuel, mint, spice
TRADITION - leather, wood, tea, wool, cedar, rose
NURTURING - vanilla, baby powder, apples, cotton, lavender
SOPHISTICATED - wine, perfume, cigar smoke, oak, scotch, musk
How does TOUCH be manipulated to share consumer evaluations of products?
- Material and surface
- Weight
- Form and structure
How do materials communicate to consumers about products?
Natural - warm, soft, storied, full of history
eg: wood and leather
Unnatural materials - hard, functional, cold
eg: glass and metal
Name an example where companies have considered the touch of their products to appeal better to customers.
Airlines reconsidering home printed tickets to position themselves as safe and secure HULTEN 2011
How is the weight of products associated with the quality of products?
BLOCH, 1995
Lightness - inferiority, low in quality
Heaviness - quality and reliability
Items on the left appear heavier, as if on a timeline.
Items on the right appear lighter, as more futuristic.
How does form and steadiness impact consumer experience with products?
Illustrated through example of Ford Mustang:
New model perceived as less powerful as lighter and less vibrations felt by consumers.
- Vibrations
- Low to the ground, feel the road
- Sensitive acceleration
How can SOUND communicate to consumers about brands?
Shows what the brand stand for and how they feel
eg: BBC voice in the 1960s shows loyalty and trustworthiness
How are JINGLES used to communicate to consumers?
HULTEN, 2011
Jinges create brand awareness as they are lodged in a consumers haed
How can MUSIC influence consumers to make us feel and do certain things?
CALDWELL AND HIBBERT, 2002
Slow music slows down eating in a restaurant
HULTEN, 2011
Music slower than our heartbeat makes us able to eat more
MILLIMAN, 1986
Slow music makes us tip more
BRADSHAW, 2008
Music used to slow consumers down in department stores
How can music influence consumers to understand stories and identity myths?
HOLT 2004
Diet Coke - Cheap Trick 1979
Theme of manhood - men stuck between professional success and desire to remain true to the creative and authentic self.
HARTLEY
Levi’s Laundrette by Bartle Bogle Hegarty - I Heard It Through The Grapevine
Evoke relaxed style of Levi’s jeans, target 15-19 year old men and show Levi was rebellious, free and infectious like the tune.
What does BEVERLAND, 2005 hypothesise about the role of music in branding?
Incongruence between brand identity and music can lead to unfavourable consumer evaluations.
How can signature sounds be used to shake consumer associations to brands?
Intel’s jingle - now included in the packaging
BMW’s sound engineers - doors closing
Talk through the BMW sensory branding strategy
SIGHT - Authentic German aesthetic in adverts
eg: Twin grilles, kidney grilles, quad headlights, bulge in the hood.
SMELL - Ambient air package works to fragrance the vehicle.
TOUCH - Performance rather than luxury. Harder suspension to feel sportiness.
SOUND - Sound engineers to make the sound of the doors and engine reflect the ethos of the brand.
Which brands should use sensory branding?
- Consumer electronics
- Beauty
- Beer, wine and spirits
- Cars
- Furniture
- Hospitality
- Tourism
- Baby
- Luxury brands
- Experiential brands
KRISHNA 2011 product perception (sight)
Products touching each other affect perception if one is of disgust, eg tampons and potato chips
ROZIN product perception (sight)
Dog poo shaped chocolate that tasters new were chocolate, 40% declined to taste it
ARGO, DAHL AND MORALES, 2006 product perception (touch)
Shoppers liked a product less and were less likely to purchase if other shoppers had touched it earlier
ENGEN, 1973
smell
Discovered recognition for scents exhibited flatter forgetting curves than other memories for information acquired via other sensory modalities.
Recognition reduced from 70% to just 65% after 1 year
HERZ 2004 (smell)
Memories triggered by scent retrieval cues were rated as more emotional than those evoked by other types of cues
KRISHNA, LEWIN AND MORIN, 2004 (smell)
Subjects given a scented pencil to remember a list of items had a better recall of items at 3.67 where those with a normal pencil had recall only at 0.87
YORKSTON AND MENON 2004 (Sound)
FROSCH ice cream sounds more creamy than FRISCH
ZAMPINI AND SPENCE (Sound)
Sound that food makes when eat affects your perception of it
KRISHNA, 2011 (Sound)
French and husky voices make perfumes sound sexier to consumers
MILLER 1956 (overload)
Information overload on the senses could put people off consuming such products
KRISHNA AND MORRIN, 2008 (Taste)
Taste quality of water perceived higher when in a firmer glass than in a flimsy cup
