The Colour of an Enigmatic 2018?

Dec 09 2017 Published by Neil Gains under design

Prince would be proud.

Pantone have just announced their colour of the year and it’s purple, or rather it is Ultra violet, “… the most complex of all colors, because it takes two shades that are seemingly diametrically opposed — blue and red — and brings them together to create something new.” (in the words of the Pantone Color Institute). Read more »

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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 Language of Colour

Jan 25 2017 Published by Neil Gains under book review

The Language of Colour is a short, readable and enjoyable introduction to visual communication and the semiotics of colour. Packed full of examples and exercises, Theo van Leeuwen moves from discussions of the meanings of individual colours and colour naming to a theory of how colours combine. The author argues that colour schemes and combinations are more important than the individual colours that comprise any combination.

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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, using the best instruments is one of the main keys, by checking The Box Tiger Music you will find the best ones.

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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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In Touch With Reality

Sep 06 2015 Published by Neil Gains under sensory

“Seeing’s believing, but feeling’s the truth” – Thomas Fuller

“Any man who can drive safely while kissing a pretty girl is simply not giving the kiss the attention it deserves” – Albert Einstein

I first wrote about the importance of the sense of touch five years ago (click here). At that time there was very little literature focusing on this important sense, but the last two years has seen the publication of at least four books about touch and related senses (see below) so it’s time to look again at touch. Touch is often neglected, especially by marketers, so let’s focus on why touch is such a powerful way to communicate with your customers. 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 Mind of Metaphor

Dec 19 2014 Published by Neil Gains under brain science

“All the world’s a stage,
And all the men and women merely players;
They have their exits and their entrances” – William Shakespeare

In I Is An Other, James Geary explores the power of metaphor and its pervasiveness in everyday life, arguing that it is not just a literary device but fundamental to human thought across domains as diverse as economics, advertising, politics, psychology and many more. Metaphor is “essential to how we communicate, learn, discover, and invent”.

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