Aradhna Krishna’s new book on sensory marketing “Customer Sense” is a welcome addition to a very select list of reading on the topic. Aradhna has already edited “Sensory Marketing”, which contains chapters by experts in each of the five senses, many full of interesting insights and examples of how the senses work and how brands can create more engaging product and service experiences.
If you want to get to the heart of a customer’s relationship with a brand experience, asking them to write a personal letter can often reveal deep insights about what they value and expect from even the most everyday objects and interactions. Read more »
[This is an edited version of a talk for IAA Singapore and 4As on 26th September 2012]
Advertising can learn much from the latest understanding of the brain just as market research can (read more here). Although there is much to learn, here are three important lessons:
“An illusion, however convincing, is still an illusion.” – Philip K. Dick (paraphrased)
Watching an old movie of yourself or looking at an old picture, it’s sometimes difficult to imagine the person you see in the frame. You recognise the image, and perhaps can recall something about the occasion, but (for me if I am honest) it can often be difficult to fully identify with the person you see. Identity changes over time, and although you look at a picture and know that it is you, you also know that that version of ‘you’ is different to the version of you that is looking at the image and contemplating who is there. Read more »
The Cathedral effect describes the influence of the perceived height of a ceiling and human thinking, and is (at least in part) a priming effect. High ceilings are known to encourage abstract thinking (creativity) and low ceilings encourage concrete thinking (focus on detail). Most people prefer high ceilings to low ceilings, and the Cathedral effect demonstrates that the environment can impact our approach to problem solving (either enhancing or undermining ability, depending on the nature of the problem to be solved)
Chance favours the prepared mind
The approaches that businesses use for brainstorming are widespread (almost universal) and date back to the work of Alex Osborn in the late 1940s. In his new book Imagine, Jonah Lehrer argues that some of the assumptions for these tools are wrong, and that we need to rethink, at least in part, how we understand and practise the creative process, basing his arguments on scientific studies and latest brain science. Read more »
Making more sense of brand experiences
A recent post on Making Sense of Brand Design (link here) shares some great examples of creating sensory signatures to create short term impact and long term brand identity, and recent reading (see references) has revealed more ways in which the senses can be leveraged to create great brand experiences.
The most interesting overall finding revealed in Helmut Leder’s Scientific American article is that in the short term how a product or experience looks is very important to its appeal, but after a month of use how it feels comes to be much more important than how it looks. It’s great to wear a really fancy pair of shoes for the first time, but we won’t wear them very often unless they are really comfortable on our feet. Read more »
The brain science of marketing
In his recent book Brainfluence, Roger Dooley shares 100 tricks for persuading and convincing consumers based on a wide range of evidence from neuromarketing and many other fields such as psychology and behavioural economics. The examples are well documented and overall this is a much more practical, structured and sound guide to brain science of marketing than many other books (including notably Buyology which is less structured and poorly documented). Read more »
“A few years ago it was simpler. Designers just designed things: objects like lamps, chairs, computer mice, cars, buildings, signage, page and screen layouts. Of course, we knew that the things we designed affected people’s experience. But still, it was enough to design the thing.” - Fulton Suri
Design and everyday life
Great design is able to serve our needs and, more importantly, give meaning to our lives. It adds value to products by manipulating both subconscious emotional cues and also tactile and material factors to create an emotional bond. Our bodies and most especially our hands, have amazing capabilities already built into them to enable us to interact with and manipulate the world to achieve our goals, and good design ‘amplifies’ those capabilities, empowering us to do more with the abilities we already have. Read more »
“Mathematics is he universal language of the mind, music is the language of the heart.” - Robert Schumann
A worm in your ear
Last week I spent some time shopping in Jakarta, to understand the competitive environment and category messaging for a brand I am working on. As I wandered through a (relatively modern) supermarket in Jakarta, I noticed my irritation at the shop’s jingle which kept repeating, repeating and repeating as I walked through the aisles. The jingle was short, felt quite childish, but irritatingly catchy (it’s still ringing through my head now – I can’t seem to forget it as much as I would like to). Read more »
