...my senses. I know, you were thinking 'Texas'. Well, if they do live in Texas, then it's a good thing that I live in Virginia (dodged that bullet - swish!). In fact, most of my experiences, good and bad, nestle deep in the base of my subconscious until 'something' wakes them up. It could be the ocean air, a certain perfume, the sound of fireworks or a song, the touch, the feel of cotton, or even the taste of burnt pizza. Yup, all of these sensory experiences can bring any memory rushing back to the front of your mind.
So, what does this have to do with branding?
Have you ever smelled french fries and said, "Oh, I could go for McDonald's".
Nokia, the leader in cell phone manufacturing design their phones to touch at least 4 of the 5 senses, and touch some more than others. The design of the phone is perfectly shaped to the contour of the users hand (touch). The interface is designed to be exactly the same in any language, to the point that a Japanese user change his settings to English and know exactly where everything is (sight and touch). Their ringtone is unique and a branded Nokia sound (also used on their web site), so that it is easily recognized worldwide (sound). Their packaging has a branded scent that is emitted into the users brain the moment it is opened (smell). And, I wouldn't put it past them to find something taste-worthy to tie into their brand.
Again, what does this have to do with branding? EVERYTHING!
Branding for the senses takes your brand to another level of memorability. Did you know that the Disney Parks purposely spray the scent of cotton candy in areas where there isn't any? This drives traffic to other areas of the Parks where there is cotton candy! Did you know that the 'new car smell' is a manufactured scent? It's deliberately added because people love it. It is the finishing touch, the icing on the cake, that makes the decision to buy final.
Some stores have a branded scent, or a branded sound when you walk in the door. You don't realize it, but when you hear that sound or smell that smell you will automatically think of that store. Certain hotels hand you warm chocolate chip cookie when you check-in - this is to wake the memories of home, which is how they want to remembered!
So, what does your brand smell like?
tandembranding is a nation-wide branding firm, and we work with marketing directors to make their company famous. We specialize in industries that cater to the customer experience.
For more articles on how branding can make you famous, please visit tandembranding.com
Mark Campanale, Brand Expert
tandembranding
tandembranding.com
Well not everyone is aware that McDonalds also owns several... Read More
Branding is more than product recognition or a simple logo.... Read More
On question I have been asked over and over again... Read More
Yes, yes, we've heard it all before... loads of life... Read More
The quality of your logo can mean the difference between... Read More
Have you ever watched one of those home makeover shows?... Read More
What about me? Are you asking yourself this question? If... Read More
Last issue, I talked about increasing your Brand Love-- meaning... Read More
Measuring brand equity allows a company to establish a baseline... Read More
Over regulation of our free markets is stifling our growth... Read More
Franchisors often have issues when they own a brand which... Read More
Having a brand image is not a "have or have... Read More
Colour is essential to building a strong brand.Many of you... Read More
In the book, The Blond Knight of Germany, American authors... Read More
The new branding awareness is about when you take ownership... Read More
When you're all alone in the privacy of your home... Read More
Successful Realtors know the importance of branding their identities into... Read More
Naming a business is like laying the cornerstone of a... Read More
The one thing that everyone has in common is that... Read More
You wouldn't skip letterhead when sending out a sales letter... Read More
Ask any marketing executive and they will tell you that... Read More
Visual processing is the most important way for gathering information... Read More
Do you have any idea how important your company logo... Read More
So... how have you been building your brand lately?Now, I'm... Read More
Branding: it's a term that carries great weight in the... Read More
I submit to you that Brand Name Identity in the... Read More
You can have first-rate products and services, but if you... Read More
Every Christmas Eve, a burglar named Santa busts into homes... Read More
How brand management can help utility organisations to create a... Read More
It's the question that is on the minds of all... Read More
"Just do it." "We try harder." "The Ultimate Driving Machine."... Read More
So you've decided to go for it-you're ready to choose... Read More
"Can you hear me now?"You'd be hard pressed to find... Read More
I've been reminded recently, rather forcefully, that not all reality... Read More
People often come to me to assist them with developing... Read More
Have you ever watched one of those home makeover shows?... Read More
One of fiction's finest marketing minds, The Cheshire Cat, once... Read More
Good marketing positioning is like good lying. No, we're not... Read More
What size is your Hummer? Hummers Come in All Sizes;... Read More
Every day, the average person is exposed to millions of... Read More
Do you have any idea how important your company logo... Read More
Parades happen in every big city and many small towns.... Read More
The number of complaints to the Federal Trade Commission on... Read More
How brand management can help utility organisations to create a... Read More
How is branding different than marketing?Branding is not so much... Read More
The right logo, with the right characteristics, will boost your... Read More
Successful Realtors know the importance of branding their identities into... Read More
What's Your Brand?A brand is a product/company personality that helps... Read More
Like it or not it's who you are. Your corporate... Read More
Everyone wants his company logo to be the best but... Read More
You work hard getting the right cover message and words... Read More
A branding company's website purpose is to design websites that... Read More
You'd have to labor to shield yourself from the power... Read More
I was chatting with a couple of friends, all of... Read More
There are three basic types of logos: text, symbol, and... Read More
The task of creating an indelible impact on the memory... Read More
Do you want to attract new customers while building greater... Read More
There have always been trademark issues and lawsuits in the... Read More
Imagine if Yahoo! had been named TheInternetDirectoy. Or StarBucks was... Read More
Small business owners learn many lessons the hard way -... Read More
There are a lot of things that contribute towards the... Read More
Gaining new clients that are excited about developing a corporate... Read More
Have you ever watched 5-year-olds play soccer? It should be... Read More
Consumers perceive and accept many brands within a certain trade... Read More
When you're all alone in the privacy of your home... Read More
Look at your company logo. Does it fade into the... Read More
Branding |