Question

Topic: Branding

Corporate Senses -- A New Category In Branding?

Posted by Anonymous on 6/4/2009 at 10:09 AM ET 50 Points
dear community, my name is karsten klepper and I'm heading a branding agency in Germany. As you know - to managed a brand multisensory will be the future challenge of all brand directors... so, I was wondering if corporate senses will be a future category of managing all senses of a brand. A term similar like corporate design for visual branding, corporate sound for acustic branding or corporate identity for all other brand related topics. Looking forward to sharing this sensory branding topic with you.

best regards,
karsten
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RESPONSES

  • Posted by cookmarketing@gmail. on 6/4/2009 at 12:02 PM Accepted
    In USA: corporate design for visual branding = Apple
    corporate sound for acustic branding = Harley
    corporate senses = Starbucks
    Certainly can and has been done for all three. All really depends on what 'emotion' will bond with your consumer
  • Posted by Gary Bloomer on 6/4/2009 at 12:31 PM Accepted
    Dear Karsten,

    I think the senses of any given will always depend on the nature
    of the brand, what it means to its stakeholders, who it means those things to, and which chords the brand strikes with the solutions and benefits it delivers.

    There's lots of scope here for emotion and when emotions kick in, senses become really difficult to judge because they're so incredibly subjective.

    The implicit complexity here of the notion of senses in brands
    has great potential to overwhelm both consumers and brand managers.

    Gary Bloomer
    Wilmington, DE, USA
  • Posted by SteveByrneMarketing on 6/4/2009 at 7:42 PM Accepted
    karsten,

    marketers are taking the concepts of "social sensing" and applying them to the social media phenomenon.

    "Social Sensing can be thought of as modeled version of Quorum sensing. Quorum sensing is a type of decision-making process used by decentralized groups to coordinate behavior ..."

    from:
    https://socialsensing.wordpress.com/

    maybe related,

    Steve
  • Posted by cookmarketing@gmail. on 6/4/2009 at 8:07 PM Member
    Multisensorische development leads to a higher emotional bond. The chart/graphic on corporate-senses.com is quite complete visually. To repeat, Starbucks is a strong model to follow. Touch/sight/sound/flavour/scent. It can be done; is will depend on how best your consumer will bond or "tie" with the product. Example; 600 count bed sheets, all the senses can come into play - but flavour; come to think of it, the same four of five for Harley-Davidson Motorcycles. In your homeland, bier would be close to all five senses.
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