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The Science of Sensory Branding

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EEN TASTES IKE GREEN TASTES LIKE GREE N ASTES L LEMON IICE CREAM LEMON CE CREAM EAM LE MON ICE CREA E AM THE SCIENCE OF SENSORY BRANDING


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Hello Lewis Robbins Senior Associate Strategist


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76% of Millennials crave experiences that stimulate the senses.


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CLOSING THE GAP Why is there such a big gap between marketing and real life?


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We Are all expertS


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1. ACTIVATE imagination 2. Intensify Response 3. Evoke Moods 4. Embody values


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Activate imagination Activate Intensify Evoke Embody


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Activate


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Activate Mirror neurons We understand experiences we see, hear or read by simulating that experience in our brains.


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Activate “Green tastes like lemon ice cream, and smells like grass that’s just been cut.” KICK A BEAUTIFUL SENSORY PALETTE Waiting to be activated at any time.


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Activate BUILD A LITTLE WORLD


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Activate


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Activate Activate imagination Use mirror neurons to create extra crunch! Don’t stop with clarity and logic. Make stuff happen in another person’s mind.


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2. Intensify response Activate Activate Intensify Evoke Embody


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intensify Ratatouille https://www.youtube.com/watch?v =VXoJjgxMj9M https://www.youtube.com/watch?v=VXoJjgxMj9M


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intensify We are all synesthetes.


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intensify Aligning the senses –


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intensify CROSS-MODAL DESIGN Aligning the senses to shape our perceptions of taste.


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intensify Feel the rhythm Matching the rhythm of coffee, to the rhythm of music.


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intensify Intensify response – Let Kiki and Bouba be your guide! We are all synesthetes. Align the senses to make experience more engaging, memorable, and enjoyable.


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3. Evoke mood Activate Activate Intensify Evoke Embody


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Evoke SELF-INVOLVED Treating people as consumers means a lot of wasted energy.


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Evoke OMOTENASHI Making people feel at home.


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Evoke SOUND BUSINESS From facilitating transactions to building relationships.


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Evoke Showing Empathy Catering for people’s needs.


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Evoke Evoke MOOD – Make people feel at home Build relationships.


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4. Embody values Activate Activate Intensify Evoke Embody


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embody Apple Abstract concepts are largely metaphorical


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embody AESOP A kinder, gentler attitude to personal care


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embody affection = warmth Exclusion = Cold


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embody ease = SMOOTH ADVERSITY = rough


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embody Competence = weight


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embody MICROSOFT Embodying product benefits


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embody Jewish museum When words fail.


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embody Embody Recap – Don’t be Clive! Express your brand values through sensory metaphors to communicate with people on a deep, intuitive level.


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ACTIVATE imagination Use mirror neurons to create extra crunch Intensify Response Let Kiki and Bouba be your guide Evoke Moods Making people feel at home Embody values Don’t be Clive


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Talk to us – Contact Peter Sun VP, Brand Marketing Peter_Sun@jackmorton.com +1.212.401.7015 Read our blog at jackmorton.com/blog Follow us on twitter @jackmorton Visit us online at jackmorton.com About Jack Morton We’re a global brand experience agency. We generate breakthrough ideas, connecting brands and people through experiences that transform business. Our portfolio of award-winning work spans 75 years across event marketing, sponsorship marketing, promotion and activation, experience strategy, employee engagement, digital, social, and mobile. Ranked at the top of our field, Jack Morton is part of the Interpublic Group of Companies, Inc. (NYSE: IPG). More information is available at: www.jackmorton.com or @jackmorton © Jack Morton Worldwide 2015


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