BRAND building has to move away from the traditional approach of targeting the sense of sight and sound and appeal to all five senses in order for it to be effective, a symposium on branding was told.
Companies had proven that the more senses are involved, the more brand awareness was multiplied, Danish brand guru Martin Lindstrom said this at the Brand Sense Symposium in Kuala Lumpur yesterday.
Lindstrom said since 1950, the method of building a brand had remained the same, adding that this had to change.
Consumers are constantly fed with too much information and advertisements. As a result, their ability to remember the messages conveyed by the advertisers is reduced, he said.
According to a research by Millward Brown, consumers around the world are fed with more than 80,000 advertisements a year.
The same research has also revealed that 75% of our emotions are based on what we smell rather than what we see or hear.
Lindstrom added that a product had the potential to trigger the emotions of the buyer through the sense of smell or taste, which should be used as the unique selling point for that product.
He illustrated an example of Barclays Bank in Britain, which introduced freshly brewed coffee at its branches with the intention of making customers feel at home. The familiar smell relaxes the banks customers, stimulating emotions not typically associated with such an establishment.
Lindstrom also added that brands need not be associated with a logo, but could be linked to a certain colour, picture, icon or language.
He gives the example of Tiffany's, which is instantly recognisable through its ruby blue coloured box with a white ribbon.
For brands to be effective and successful, Lindstrom said the association with a colour, picture, icon or language should be consistent and maintained.
The symposium was presented by Leading Minds, a company that organises public events aimed at top business authorities around the world.
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