Sound~ Human beings are naturally sensitive to sound & meanings. Of course, this powerful association comes naturally right from the first sound we could hear our mother’s heartbeat. Sound evokes memories, experiences and lead to certain behaviors like these:
Experiments have shown that when music in restaurants is played slower than the rhthym of heart beats ~ we tend to eat slower.. Been to las vegas ~ the revenue from slot machines dropped dramatically when the winkling and tinkling of the slot machines were removed.
Audi chose a combination of heart beat + Piano + breath as it’s audio branding initiative. Mercedes Benz got the precise and appealing sound for closing of a car door. Victoria’s Secret uses a special classical music in it’s stores to support the premium image. Renault has a special ‘Hum’ of engine and the ‘Swish’ of windscreen wipers.
Of course Iphone users are familiar with the ‘crumbling’ sound when you trash data. The jingle of Intel Inside and Microsoft are pretty well known. Kellogs has the special crunching sound to indicate the crispiness of the snacks.
Couldn’t resist compiling and putting together world class brands using audio branding
Brands chosen : Starbucks, Audi, Bang & Olufsen, Renault, Toys R Us, Kellogs, Daimler Chrysler, Microsoft, Intel, Abercrombie & Fitch, Victoria’s Secret, Ford
It’s the experience that matters!!!! &Successful brands are well aware of this fact. More on Sensory Brands : Visual Branding
Sight ~ The most powerful and seductive sense. It can overrule other senses and override logic. “We see what we want to see”. (Eye of the Beholder)
Visual Branding is association of a brand with a color, shape, typography, logo, icon/symbol or look appearance.
Research indicates that shopper that shapes and colors influence shopper (consumer) behavior. The following pattern has been observed about Impulse buyers, Traditional shoppers and Budgetary shoppers:
Obviously, successfully brands are engaging shoppers using visual experience. Here are some of the top notch brands which have successfully associated themselves with visual branding…
(L-R) – The Body Shop, Diesel, Ferrari, Mcdonalds, Toblerone, Vodafone, Benetton, Coca Cola, Tommy Hilfiger, Disney
More on Sensory Branding using Audio
Retailers keep looking out for intelligent ways to advertise and create buzz. Shopping bags are shoppers favorite companion. Intelligent and creative Advertising on the shopping bags is known as Bagvertising. Some companies have made really creative Bag-advertisements. Here are a few examples : Interesting
The examples of creative Bagvertising are from (L-R) Daihatsu, Red Cross, Fitness Co, Wheaties & Headhunters
The examples below are from : LG Electronics, Canon Cameras, Greenpeace, Children with Autism
Clearly, Bagvertising is eye catching and effective way for marketers to create a buzz and probably an experience around their product/service. (See Blush lingerie bagvertising for example)
A key opportunity for retail companies to become stronger and more viable to customers is creation of brand experiences. Beyond simply selling a product or service, these ‘experiential brands’ connect with their customers and create a customer perceived value and effective “barriers-to-exit”
….. More on Marketing
“Your entire company should be considered your branding department”
Service – Customer Service – One of the most important touchpoint. But quite often, neglected by many organizations around the world. One attribute is measuring the consumer complaints. Remember “What gets measured get managed and what gets managed gets done”
Here is a mechanism, a company can use to predict the impact/reach or impressions a customer complaint can potentially create.
The calculations some fair assumptions to make the calculations :
Assume, only 1 of 25 customers make the actual complaint against the product or service. Remaining 24 dissatisfied remain silent due to any reason (not bothered, lack of time etc.)
Assume, each dissatisfied customer speaks bad about the companies products/services to (8 – 16) people, let’s average that to 12 people.
Now, if you receive 1000 complaints in a month, let us calculate the potential bad impressions the complaints can have on the product/services & ultimately the brand1. Received 1000 complaints / month (by letters/phone/email etc) 2. Translates to (1000 x 12) x 25 = 3,00,000 nos of dissatisfied customers annually 3. Which is 3,00,000 x 12 (Word of Mouth) = 36,00,000 nos of bad impressions …. Wow!!!!
In today’s world of ‘Free Economy’ where products are literally marketed as services and experience, a lack of insight into the customer services/experience is spelling disaster (in capital letters, repeated twice, with a dramatic pause in between) for the brand….!!!!