Brands through senses. A sneak peak to sensory branding

Brands are always finding a way to introduce their names to the audience using several arrays of channels; original commercials, positive selection of colors, music playlists on showrooms among many others; concurring in an active and instant engagement. Taking a look at the history of marketing; it seems that Sensory branding grants an efficient and genuine way to reach the target consumer.

Sensory branding goal

 

Aradhna Krishna is an expert in the field. She says: “in the past, communications with customers were essentially monologs—companies just talked at consumers. Then they evolved into dialogues, with clients providing feedback. Now they’re becoming multidimensional conversations, with products finding their voices and consumers responding viscerally and subconsciously to them.” (The Science of Sensory Marketing – Harvard Business Sensory brandingReview, https://hbr.org/2015/03/the-science-of-sensory-marketing)

The primary goal of this type of marketing is to seduce the consumer by using his senses to influence his behavior, decisions and shopping habits. The brain cortex is responsible for thoughts and actions. It also processes images and visual sequences. On the other hand, the Limbic system is the one that develops a memory pattern between stimuli, emotions, and sensations through smell and taste.

When a consumer perceives the brand with his senses, an emotional relation generates a connection. Why?, Because our minds work with associations. An experiment with scented and non-scented pencils was performed. In the end, the results show that people are most likely to remember brand details of the scented ones instead of the non-scented ones.  A successful sensory branding campaign merges at least two senses compelling with the whole experience of the brand. Going through the complete experience of a brand allow to its consumers to build their identities based on personal beliefs, vision and judgmental points. In conclusion, we might say that asides from identifying a product the brand also identifies the user.

 

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