This past week I had the chance to meet with Rob Iafrate from Scent Air. Rob and I connected after I shared a post from the 2011 International Thought Leaders Conference on Brand Management, where I presented in Lugano, Switzerland a few months past. In that post I commented on the need for organizations, especially those in the States, to consider a multi-sensory approach to brand building.
As you probably know, about 80 percent of the time marketers are trained and become limited to developing campaigns that focus on what we see and what we hear. Successful organizations engage stakeholders in developing sustainable brand strategies. Effective brands also understand that about 80 percent of what we remember is based on what we smell, taste and touch. Ideally, brands incorporate all five senses into the brand development process.
I look forward to continuing the dialogue with Scent Air and other sensory branding experts and exploring ways of developing multi-sensory approaches to brand. I realize that smells, but we need to deal with it. In the meantime, I suggest that you listen in to Lindsay Woods who will be interviewing me on the topic of multi-sensory branding, Tuesday, June 28 at 5:30 pm MDT in the States. At that time, go to krfcfm.com and click on the listen button to hear our session. A video and podcast will be available afterwards.
I know this is a touchy subject, but we need to make sure we give a taste. Guaranteed to be a memorable experience. You will see brands in a whole new light and hear your champions beating your brand drum!
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Posted by: Pandora Bracelets | June 12, 2011 at 11:14 PM