More Senses, Higher Sales

What two senses get all the attention in advertising? Sight and sound. Print, broadcast, and digital media usually reach only these two, and often just one. In his new book, About Face, Dan Hill spends some time focusing on how reaching the other senses with your marketing can boost sales. Here are a few sensory [...]

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Sonic Branding

What does your brand sound like? If you have no clue, you are missing an important part of an overall sensory branding effort. One firm that knows what its signature sounds are is Audi, which has gone to considerable effort to establish a sound style guide intended to function much like a visual style guide [...]

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Sensory Branding at Le Méridien

The last time you were in a hotel, what did it smell like? Do you recall any sounds? While I think sensory branding is important for all businesses, hotels have a particularly strong opportunity to practice it. After all, their customers enter the hotel environment completely, providing plenty of opportunities to both delight the senses [...]

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Coffee Smell Is All You Need

I’ve written about sensory branding, olfactory marketing, and in particular Starbucks’ attempt to get more coffee aroma into its stores. Now, it seems that all you need to get you going in the morning is a whiff of coffee aroma: Wake up and smell the coffee…yes, it’s the best way to cure tiredness. The researchers [...]

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Korean Air Tries Sensory Branding – on TV

The company cited by Brand Sense author Martin Lindstrom for doing the best job of sensory branding is Singapore Airlines. Now, Korean Air seems to be making its own major effort to appeal to multiple senses… via the primarily visual medium of television. I’ve seen this ad air a number of times, and was struck [...]

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Sensory Branding

Continuing our survey of neuromarketing books, we recently finished Brand Sense – Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound, by Martin Lindstrom. This data-packed volume was published in 2005, and is based in part on a global research project by Millward Brown which studied the relationship between branding and sensory awareness. Lindstrom’s [...]

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