When asked to describe a multi-sensory brand experience, many participants at last Monday's Brand Cafe mentioned their new car buying experience. They discussed the feel of the instrumentation, the sound of doors closing and of course the new car scent. Many used to think that the new car smell was actually how new cars smelled. That was before we found out there are scent companies responsible for that.
Ironically a day after our discussion I read with great interest in yesterday's Fast Company online newsletter that Nissan is taking the automotive multi-sensory brand experience one step further. Nissan is creating an A/C system that will provide the refreshing fragrance of the forest. Nissan says, "The aromas are designed to keep drivers comfortable, but alert." The system debuts on the Fuga later this year.
Can you think of an experience when a brand activated all five of your senses in an attempt to deliver an on-brand experience? Does your organization utilize all five senses to build your brand? Can you transfer what Nissan is doing to the brand experience for your champions? Remember that what brand champions smell, taste and touch is more memorable than what brand champions see and hear.
Rex Whisman
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