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,

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.


Review Date
Reviewed Item
Solved Puzzle Agency
Author Rating
6 replies
  1. best financial planners
    best financial planners says:

    Excellent website you have here but I was curious if you knew of any community forums that cover the same topics talked about in this article? I’d really like to be a part of online community where I can get opinions from other knowledgeable people that share the same interest. If you have any suggestions, please let me know. Appreciate it!|

  2. health education
    health education says:

    Hi there! I’m at work browsing your blog from my new apple iphone! Just wanted to say I love reading through your blog and look forward to all your posts! Carry on the fantastic work!

  3. heart health
    heart health says:

    Hmm it seems like your website ate my first comment (it was extremely long) so I guess I’ll just sum it up what I wrote and say, I’m thoroughly enjoying your blog. I as well am an aspiring blog blogger but I’m still new to the whole thing. Do you have any helpful hints for rookie blog writers? I’d certainly appreciate it.|

  4. healthcon
    healthcon says:

    Terrific post however I was wondering if you could write a litte more on this topic? I’d be very grateful if you could elaborate a little bit further. Many thanks!

  5. pikachu onesie
    pikachu onesie says:

    Attractive portion of content. I just stumbled upon your site and in accession capital to assert that I get actually enjoyed account your blog posts. Any way I will be subscribing in your feeds or even I achievement you get right of entry to constantly rapidly.


Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published. Required fields are marked *