As I write this post I am sitting at one of my local Starbucks. I smell the coffee being brewed, taste my banana nut bread, touch my laptop keypad, hear the blues music being played in the background and see my words being composed. At the same time all five of my senses are being incorporated into the afternoon's brand experience. This is a perfect example of the concept known as multi-sensory branding.
At the monthly meeting of the Brand Cafe yesterday, Denver-area brand and marketing professionals shared their multi-sensory brand experiences. I mentioned this experience to the group yesterday as one that recently came to mind. For those of you who are regular visitors to this site, you know I am a big fan of multi-sensory brand experience. I am a bigger fan of the person who informed me of this complex and effective means of brand building, Martin Lindstrom.
A few years ago I had the opportunity to attend one of Martin's symposium in Berlin, where he led a two-day series of sessions on how to utilize all five senses into the brand building experience. As I learned approximately 80 percent of what we experience is based on what we see and hear. Approximately 80 percent of what we remember is what we smell, taste and touch. I used that experience to introduce yesterday's discussion at the Brand Cafe.
Ever since Berlin, I have worked with my clients in helping them develop a brand strategy that can be executed by effectively using all five senses. We ask questions like if you are a university how can you make better use of the campus tour using all five senses? If you are a local restaurant manager how can you make better use of the customer experience using all five senses? How can your organization deliver your brand promise using all five senses? Don't we want our brand champions to remember their experience with our brand?
I remember my multi-sensory brand experience in Berlin like it was yesterday, even down to the concert that I listened to that helped make my trip back across the pond not seem so long. As you read this post, let me share some of the music from that concert that can perhaps enhance your brand experience at this site today.
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