Have you ever wondered what the aroma of popcorn at a movie hall, the texture and smell of cornflakes, the smell of a brand new car or the popping sound of a new can has to do with branding?
Most marketers today use sensory branding as a tool to stimulate a consumers relationship with a brand and to enable a long-lasting emotional connect and build brand loyalty on that.
Our senses (Sight, Sound, Touch, Smell and Taste) help build emotion and thus remain in our memory longer. Sensory branding may or may not be related with the quality of the product yet they play a vital role in customers purchase decisions
Companies like Kellogg, designs the sound of their cereals in the laboratory. Singapore Airlines is considered as the pinnacle of integrated sensory branding and has a consistent visual theme. The color of the uniform of flight attendants is coordinated with the interiors of the flight. Rolls Royce emits a scent called “Old Rolls” from under its seats of all its new cars.
All though sensory branding is not a new phenomenon, companies today are integrating two or more senses to gain brand dominance. The most commonly used senses for branding are Visual (sight) and Audio (sound) however with so many advertisement cluttered on television and radio it is losing its effectiveness.
Marketers are increasingly moving toward the sense of smell in addition to sight and sound. The smell of scent reduces anxiety, enhances mood, brings excitement and triggers memory hence companies like Singapore airlines use the same scent (Stefan Floridian waters) in the perfume worn by flight attendants to the hot towels as well as other elements of service. 7-11 (Seven Eleven) introduced the smell of freshly baked bread and noticed a significant increase in sales. Research states that people stay 40% longer in fragrant places and 75% of our emotions get formed by what we smell.
Thus companies using multiple sensory branding are likely to be more successful and I’m sure the wait isn’t long before we see all marketers attract their customers via similar neuromarketing. Now thats something that smells fishy.