A couple of months ago I posted a few thoughts about multi-sensory branding during my stay in Lugano, Switzerland. I have sense, I mean since, had a great deal of dialogue on this subject. I had the fortune of presenting at the 2011 International Thought Leaders Conference on Brand Management at the University of Lugano. A brand champion interfacing with other brand champions. My session was on An Academic Enterprise Approach to Higher Education Branding. But much of the dialogue during the week last March focused on mult-sensory branding.
Just like my experiences at a previous conference in Berlin several years earlier, I was impressed with what organizations in Europe were doing with multi-sensory branding. In the States it seems like there are several sensory brand efforts, but they seem to be focused on one or two of our senses. Many of the organizations in Europe and other parts of the world take more of a multi-sensory approach, incorporating all five senses into their brand building efforts.
Do you know that about 80 percent of brand and marketing is focused on what we see and hear, but about 80 percent of what we remember is based on what we smell, taste and touch. It seems that more and more organizations in the States are coming to the realization that brand is not about logos and taglines. Are they also ready to embrace a strategy that further makes sense of brand? Will they truly understand how to recruit and retain brand champions.
Nice topic and post, as we were just talking about what things can happen in the medicine industry.
Posted by: MBT Online | August 02, 2011 at 05:30 AM