Research conducted by Martin Lindstrom shows a clear relationship between the number of senses referred to by the brand, and the price of its products, namely the more senses the customer involved in the brand the higher its perceived value by the customer was. arising is the choice of the relevant assets.
Sight, hearing, smell, touch and taste are the five senses through which we get to know the world and experience both positive and negative emotions. Each of the senses is unique and gives us other information, experiences and impressions. Man gives them meaning hierarchically, i.e. some senses are more important to us than others. According to the survey of the Institute of Milllward Brown from 2002, eyesight has been recognized as the most important sense used in the evaluation environment. Smell came in second place followed by hearing, taste and finally touch. At the same time, however, they are all complementary to each other and they give us the synergy of sensations. The best example of this process is a beautifully served dinner in the restaurant which smells great, in the shadow of pleasant music with the food melting in your mouth. Yet you feel the taste of unpleasant bitterness. Dinner cannot be eaten and the spell is broken. The taste, was designated as the second last in the hierarchy by participants in the experiment, suddenly wiped out a lot of the action of the more apparently important senses. This shows that by providing consumers with the sensations of the brand, we should not underestimate any of the senses, bearing in mind that for each product hierarchy of importance, the senses may be different.
Research conducted by Martin Lindstrom shows a clear relationship between the number of senses referred to by the brand, and the price of its products, namely the more senses the customer involved in the brand the higher its perceived value by the customer was. In addition, the more senses used in the process of building a brand, the more memories it evokes in the senses among consumers, with the consequent stronger bond between brand and consumer.
Surprising, therefore, that in spite of this research, the vast majority of marketing professionals move around in a two-dimensional world, limiting themselves to serving customers’ experience in the brand in a visual-auditory form. Every day we are literally bombarded with more and more bright or controversial images and sounds of advertising, to attract and draw the attention of the consumer attention. There are so many messages that our system of perception become resistant to the most sophisticated information.
What about the other senses? Their marketing potential is still untapped. Often we think of ways to stand out from the competition, or perhaps just building the multidimensional sensory brand is the solution?
There are examples of brands that have recognized the power of synergy senses thus building a competitive advantage. An example would be the Rolls Royce brand, which began receiving signals of dissatisfaction from customers at some point. The new models, according to the users, were not as perfect as their predecessors. It was decided, therefore, to carry out tests, which showed that the only difference in addition to the appearance was ..the fragrance.
Changing the smell inside the car was caused by the change of the materials from which each item was made. For reasons of safety, natural materials such as leather, wood and jute were replaced by synthetic substitutes. The company decided therefore to recreate the smell in the lab. The 1965 Silver Cloud model was taken as a model for recreating a smell consisting of 800 individual elements, which is a mixture of mahogany, leather, and oil! In this way, the Rolls Royce brand regained its olfactory logo, whose existence had not been known. Today, every car leaving the production line is sprayed by this composition.
Giving your customers the feel of the brand with all their senses making 2 + 2 being equal to 22 – is the challenge for marketing professionals. Who will take up the challenge?
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