Multi-Sensory Branding is Music to My Ears

 

A few days ago in route to a meeting I was listening to National Public Radio. One of the guest performers was the band Asleep at the Wheel. When I heard them play my mind immediately raced back to my undergraduate college days, my campus friends and other events. You see Asleep at the Wheel was very popular back then and whenever I hear their music I revert back to those college day experiences.

When I heard the band on the radio a few days ago the music sent shivers down throughout my body because I recalled a specific event that took place during my college years when I saw the band perform. The feeling that day was the same feeling that I experienced at that event. The situation also reminded me of the importance of multi-sensory branding. For those of you who are unfamiliar with this concept, you should know that it is important for us to align our brand platform with all five of our senses.

Do you know that what we smell, taste, touch and hear is more memorable than what we see? Why then do brands focus on sensory branding in reverse order of what we remember? To learn more about this phenomenon check out my good friend, Martin Lindstrom's site. If you really want to recruit and retain brand champions, give them something to smell, taste and touch, not just something to see and hear.

Comments

[Brandon R Allen]

I totally agree. There are many facets that help build our brand beyond print and web. Thanks for the post.

[Rex Whisman]

Brandon, thanks for weighing in!