Home >

The Era Of Sensory Brand Is Coming.

2011/7/12 13:14:00 64

??? 日本語 Fran?ais English 中文

5 years ago, Philip Kotler, the father of modern marketing, spoke four words of brand marketing: the end of the battle.

This is not surprising.

According to statistics, every American adult sees more than 52 thousand TV advertisements every year.

The pition to a more intuitive picture is that an American about 65 years old spent a whole 6 years in his life and watching ads uninterrupted 8 hours a day.

This figure is even more amazing in Japan - they spend more than two years in the United States for 8 years.

Under the impact of such high density advertising torrent, consumers' attention is becoming more and more dispersed, and fewer brands can be remembered.

The traditional marketing mode needs revolutionary change.

What can be done to build a general magnet or even a strong religious connection between consumers and brands?

brand marketing

For 5 years, Martin Lindstrom, an expert, launched an investigation between hundreds of researchers and thousands of consumers around the world.

He concluded that the biggest reason for consumer loyalty or even indulging in a brand is emotional touch and attribution rather than rational reasoning and judgment.

As Benjamin Franklin once said, "you tell me, I will forget; you show me, I will remember; let me participate, I will understand."

The information that can not be touched by emotion can only be regarded as garbage information by the brain and mercilessly filtered. No matter how high the value is, the discussion is more rigorous and subtle.

Only strong emotions can break through the heavy filtration of the brain, enter the process of memory and response, and make the purchase decision more smoothly.

Sensual is the best channel to stimulate the formation of emotional bonds, which has been widely recognized by brand marketers.

They use constantly updated technology and equipment to enhance the visual and auditory experience of consumers - more and more vivid visual effects, more and more pleasant and exciting auditory sensation.

But is that enough?

Let's imagine one of the most loyal brands in the world - the situation in front of the church.

What you feel will not only be the church spire straight into the sky, the cross, the brilliant stained glass windows, but also the long and solemn bells, the magnificent prayer and the singing voice, and the faint smell of the old benches floating in the air, touching the sacrific things that have been pitifully touched by the believers for many times, and enjoying the sacrament of having a unique flavor and historical connotation.

This is a scene that makes people immerse deeply.

Its powerful force comes from the omni-directional integration of the five senses of human beings.

Lindstrom's sensory brand research found that the five senses of human beings are equally important in any form of propagation.

Moreover, the more sensory contact points are given to consumers, the more beneficial it is to establish a solid emotional attachment in their hearts.

On the judgement of product quality and brand value, multidimensional sensory appeal is much more effective than two-dimensional sensory.

It is regrettable that in the survey of the top 1000 brand websites of fortune, only 14% of the websites have incorporated the voice elements. Less than 6% of the brands have considered using olfactory elements. 18% of the brands have conditionally integrated the taste elements into marketing, but less than 1% of the brands have really tried it; 82% of the brands have missed the opportunity to make use of tactile elements such as materials.

Olfaction is one of the most important elements in building a brand new sensory brand vision.

It is no longer luxury to put vitality into the smell factor.

I remember the mixture that I smelled when buying a new car.

Leatherwear

Aroma and exciting new car smell? For many people, the smell of "new car" is one of the underlying reasons for their purchase decision (they may not be aware of it).

But it may be a bit disappointing. "New car flavour" is just a proven way of marketing.

Almost every car workshop can find a can of "new car smell"; all new cars will smell this smell before their seats before they leave the factory.

In 2004, Mitsubishi Motor Co implanted the new car flavour of Lancer Evo X in two mainstream newspapers. As a result, the car was sold out in two weeks, and the sales volume of the company increased by 16%.

A DIY shop in Germany sprays a unique smell every half an hour - fresh cut grass.

According to the survey, the consumer satisfaction rate of the store has increased by 50%. Besides, consumers are also inclined to think that the shop assistants are more diligent and more knowledgeable than other shop assistants.

When you hear the three words "Intel", what is the first reaction in your mind? Yes, it is the short and crisp trademark sound.

The advertising voice, which was born in 1998, has become the most popular brand factor of Intel.

In the Ferrari 3000 laptop developed jointly by Ferrari and Acer, the program starts with the roar of the Ferrari racing engine.

Sound effect design is a better case for brand appreciation from the automotive industry.

At the end of the last century, the Daimler Chrysler Inc set up a completely new department. Its sole task was to create a perfect door closing sound.

Because their research has found that the sense of closing, especially the noise they hear, is one of the factors that are most likely to influence consumers' purchasing decisions.

Consumers hate the empty and empty door.

Meticulous Japanese manufacturers have also noticed this. The manufacturers of the eulogized series models have designed a special door seal to reduce the high frequency vibration when closing the door, so as to make the closing sound sound thick and heavy, and increase the "quality sense" in the consumers' mind.

Between cork red wine and spiral covered red wine, what kind of wine do you choose? Most people should choose cork packaging.

In fact, this has nothing to do with the quality of red wine itself.

People care about the process of slowly fermenting the red wine in the fragrant oak barrel when finger touches the cork, and cares more about the feeling of "bang" when pulling out the cork.

Because 35% of the world's consumers think that the "handle" of mobile phones is more important than the appearance, so for many years, mobile phone manufacturers have been spared no effort to create lighter and more comfortable models.

Some products are just the opposite.

In order to emphasize brand "

Luxurious

"High-end" concept, high-end audio brand B&O artificially gain weight for remote control, microphone, earphone and other products, and reconstruct the cognition of consumers' quality of their products with thick handle.

Apart from food brands, few brands regard taste as an important factor in enhancing brand awareness.

At this point, the toothpaste brand is doing well.

The spearmint type of nitidine toothpaste has become the collective memory of several generations in China.

Colgate has also registered its unique toothpaste taste.

However, Lin slong argued that Colgate had not fully exploited the potential of flavor elements.

He believes that if Colgate can extend the exclusive flavor of toothpaste to dental floss, toothpicks, toothbrushes and all other categories, it will create a more recognizable and memorable sound mark.

{page_break}

Vision is the most adequate element in the five senses so far.

In the color dimension, there are even many brands competing for the same color as the most distinctive feature of the brand.

Red and yellow are the most congested roads.

The fierce "red war" took place between Coca-Cola, Vodafone (Britain's largest telecom operator), Nestle, Budweiser and other brands, while McDonald's, Kodak, Sinop DHL and other brands fought for the initiative between the red and yellow coloring.

In contrast, the use of other relatively unpopular colors has also gained popular support, such as the pink blue of Tiffany's treasure box and the purple pill of AstraZeneca pharmaceuticals.

Shape is another dimension of visual elements to create brand characteristics.

Switzerland's "triangle chocolate", the chocolate producer, chose the national landscape symbol, the Alps's Matt peak, as the shape of chocolate, becoming the world's first chocolate brand with patent rights.

Kentucky's Bourbon liquor launched by the noble liquor brand, the large and strong bottle body is compared to the "masculine shoulders".

In today's deteriorating marketing environment, businesses need not only to discover the role of sensory elements that are neglected before, but also to combine sensory elements to form synergy effects, so that every connection point between brands and consumers can be supported from well-designed sensory elements.

Based on the best ability to develop sensory potential, Lin's Dragon's sensory brand research project selected 20 "sensory excellence brands" from the "200 most valuable brands in the world" selected by Interbrand company.

At the top of the list is Singapore Airlines, which is believed to bring the potential of sensory elements to 96.3%.

SIA's sensory brand effect is first reflected in its most popular "international symbol" - the image of a stewardess.

The new air stewardess recruited by nearly stringent standards has a clear consistency in their image: their bodies need to match the customized uniforms, and the facial features need to be similar to those of the new air advertisement models. They must be under the age of 26 and even the makeup of each part of the face must be strictly complied with.

Their uniforms are made of high quality silk, the style is the same as the cabin design style, and the color is consistent with the brand of Singapore Airlines.

Their tone of voice for serving passengers, the way to ask for food and drinks, and even the captain's radio announcements have been thoroughly planned in advance to ensure a high degree of consistency in sensory experience.

Singapore's most famous sensory experience comes from a fragrance called "Stephen Florida's water".

The smell is considered "to make people feel calm, and to represent the elegance of Asian women".

It is not only used as perfume for Singapore Airlines stewardess, but also used in hot towels provided in travel.