Archive for the 'sensory branding' Category

Using Sound to Build Your Brand

Apr 27 2017 Published by Neil Gains under sensory branding

Audio Branding: Using sounds to build your brand is a great read for anyone interested in building stronger connections with their customers, especially if they have an ear for music. Full disclosure, the book includes a short piece by myself placing sound in the broader context of sensory branding and the different touch points that can reach your customers. Read more »

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The Rhyme and Rhythm of Branding: Using Sound to Build Sense, Symbol and Story into your Brand

Aug 08 2016 Published by Neil Gains under sensory branding

Sound is often the most neglected of the senses when it comes to branding, although it is only second to the visual senses in terms of its importance and has a very specific role that helps the brain to create stories from cause and effect.

There is more to using sound in branding than music and song, important as they are. Of course, music and song are particularly powerful in creating links to specific emotions. However, in the esSense® framework outlined in Brand esSense, other aspects of sound can also contribute to building a brand through the senses, symbols and stories.

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6 Reasons to Create a Winning Sound Environment

Nov 27 2015 Published by Neil Gains under sensory branding

“Music can move us to the heights or depths of emotion. It can persuade us to buy something, or remind us of our first date. It can lift us out of depression when nothing else can. It can get us dancing to its beat. But the power of music goes much, much further. Indeed, music occupies more areas of our brain than language does – humans are a musical species.” – Oliver Sacks

We all know the power of music to move both our bodies and our emotions. So how can you use music to create more immersive brand experiences giving you the commercial edge over your rivals?

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The Social Psychology of Music

Oct 19 2015 Published by Neil Gains under sensory branding

As the authors of The Social Psychology of Music point out, although music has many functions in human life, they are all essentially social. We use music to communicate, even when from very different backgrounds and speaking different languages. Music has the ability to trigger very powerful emotions., forming the basis of shared experiences. Music always conveys meaning, but that meaning is always situated in a social and cultural context. Meaning can never be free of context. Read more »

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Using Sensory Signature to Build Brand esSense: Bringing experience to the heart of your brand identity

Oct 01 2015 Published by Neil Gains under sensory branding

“Unify, simplify, amplify” – Ken Carbone

When asked to define brand identity, many people brand logos and names as well as the history and values of brands. Some even mention the design of a product or experience, but very few immediately mention the role of the senses in creating distinctive and memorable experiences. Many dictionary definitions focus solely on the visual look and feel of brands, but a better definition might be, “the elements of a brand that together identify and distinguish the brand in the consumer’s mind”.

For Keller, Aperia and Georgson, brand identity answers the fundamental question, “Who are you?” However, my favourite definition comes from Alina Wheeler’s Designing Brand Identity. She states that, “Brand identity is tangible and appeals to the senses. You can see it, touch it, hold it, hear it, watch it move. Brand identity fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible. Brand identity takes disparate elements and unifies them into whole systems.” Read more »

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The Rhythm of Life: The esSense of music

Apr 28 2015 Published by Neil Gains under sensory branding

“Music is so naturally united with us that we cannot be free from it even if we so desired”  – Boethius

I have loved music all my life, and visitors often mention my music collection as one of the first things that strikes them. As well as being large, my tastes are quite diverse, and it’s always fascinated me how different music can radically change the mood, both at home and also in the cinema or in a retail outlet.

If you have ever watched a film with and without the musical score you’ll notice a huge difference in the way you react to events on the screen, and music is still often undervalued for its profound effect on how we experience the world. Read more »

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The Perils of Packaging Redesign

Aug 27 2014 Published by Neil Gains under sensory branding

I recently wrote an article for Singapore Institute of Management on the perils of changing branding, citing examples such as the GAP logo change and Pepsi’s disastrous reducing of the Tropicana packaging (which cost them millions of dollars). It seems that brand and marketing managers never learn the lessons of the Tropicana disaster (which I discuss in more detail in Brand esSense) and still love to tinker with brands, moving strategies, changing logos and ‘updating’ or ‘modernising’ their packaging.

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Physical Intelligence and Metaphorical Thinking

Jul 24 2014 Published by Neil Gains under sensory branding

Sensation: The new science of physical intelligence by Thalma Lobel connects a number of themes from the Inspector Insight and Doctor Disruption blogs. The focus of the book is on the practical implications of the theory of embodied cognition connecting this idea to ideas of metaphorical thinking and symbolism in the environment, themes explored in Brand esSense and in many previous articles (see Thinking about analogy, Metaphors in thinking, Metaphors in semiotics, Sensory metaphors and Creativity and metaphor). Sensation is the clearest explanation I have read of embodied thinking, linking the results of years of stand-alone research studies to an underlying theory of the relationship between human thinking, sensory perception and the interactions between humans and the environment.

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Sweet talking emotions

Jul 01 2014 Published by Neil Gains under sensory branding

A recent paper by a team from Princeton University and the Free University of Berlin has shown that taste related words engage the emotional brain more strongly than equivalent literal words. They showed that the brain processes everyday metaphors differently from more literal language, with greater emotional engagement. For example, ‘she smiled at him sweetly” created more activation of the emotion centres of the brain than the expression “she smiled at him kindly”, even though they have equivalent meaning and were understood equally well.

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Sensory Branding as Behavioural Trigger

Jun 27 2014 Published by Neil Gains under sensory branding

I recently wrote a piece on how Vittel used package design to create a behavioural trigger, and today came across another example. Nescafe have relaunched their classic coffee with a great piece of sensory branding that is also a great behavioural trigger. The newly designed jar has a 3D-printed lid that can also be used as an alarm clock.

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