How important are our 5 senses when we are building brands? (today's…
How important are our 5 senses when we are building brands?
products fail after 3 months
The strategy is to appeal to our senses
the importance of the logo
problem: there are a lot of other elements we may be missing
The Tiffany blue color
Tiffany & Co. has been working on owernship of a color
The little blue box for jewelry
experiment: women get excited when they receive such a box, their heart rate went up
The color is a patent of Tiffany
has an enormous power
shape of your brand
the sound of your brand
ringtone = branded tune
tune: Intel Inside / Nokia
Intel spent millions promoting that particular tune, Nokia spent zero
difference between branding and smart branding
the sense of touch
no logo on the front
we evaluate people not just on what they say and what they look like, but also based on the sense of touch
can you brand something as a smell?
Yes, but very few bands are doing that today
almost all communication is dependent on a logo
strategy : ''smash your brand''
briefing with the Coca-Cola bottle
idea: develop a bottle so smart that if you threw it on the floor and it smashed into thousands of pieces, you would still be able to pick up one of the pieces and recognize the brand
step 1 : figure out what you own already
a color / a smell ?
does not have to cost a fortune
to go with low-hanging-fruit
things you can easily implement, that are easy to understand, that people within your organisation can relate to and that do not cost a lot of money
are things that are memorable in people's mind
business card ? important?