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Sensory Branding - Branding Strategy Insider

Product experience is the ultimate determinant of brand loyalty. Design of that experience is one of the few areas where creativity can still provide a tangible and sustainable competitive edge. However, the brand experience extends far beyond the product to all brand touch points, including advertising.
Building A Multisensory Brand

In addition to visual and sonic brand strategies, Mastercard has also embarked on a journey to tap into the sense of taste. Taste has a very close connection to the primal brain. It affects consumers rapidly. For the most part, people tend to like or dislike a taste instantaneously. And if they don’t like something instantly, it can take them a long time to acquire a taste for it.

Brands And The Power Of Touch

Product experience is the ultimate determinant of brand loyalty. Design of that experience is one of the few areas where creativity can still provide a tangible and sustainable competitive edge. However, the brand experience extends far beyond the product to all brand touch points, including advertising. Recently I heard of an example of advertising that literally was a touch point.

Building Brands With Sound

Have you ever been in a café when suddenly, over in the corner, a baby starts giggling? If you have, you might have noticed that every woman, regardless of age, looked up, momentarily distracted from her coffee, magazine or conversation. It’s as if women are hard-wired to tune into this sound.

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Branding Strategy Insider is published by The Blake Project, an independently owned, strategic brand consultancy with extensive experience helping businesses and brands gain an emotional advantage, a distinctive advantage and a connective advantage.

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