In recent times, brands have begun to understand the growing importance of the senses (beyond what the specific sense of sight may suppose, the one that is most used when positioning brand content and advertising) when reaching consumers. The senses make consumers perceive things at much deeper levels and connect with them on a more emotional and less rational level. There is, for example, the power of touch to suggest luxury and that is why luxury stores take care of that sense so much. Or, to give another example, there is how fragrances are perceived. E l smell is decrypted much more subconscious levels than other messages and therefore brands use them to speak with your potential consumers without them being really aware of it Bahrain Mobile Database. The fact that supermarkets smell like bread all the time has, in fact, an explanation that goes far beyond the fact that it has become fashionable to sell bread at competitive prices.
The good use of the power of the senses is key to connect with consumers on another level But the senses have much more power than simply to launch messages and connect with consumers in the midst of the increasingly complex environment in which they move. It is true that now that consumers are subjected to more and more screens and more and more sources of information, managing to break with the environment and being detected is very important. The use of the senses in a much more complete way and less limited to the obvious helps, and a lot, but it is not the only thing that the senses can contribute. Good use of the power of the senses is key to connecting with consumers on another level.
It is essential so that the things that are done have an effect on an emotional level and that they lead the brand to become what everyone is interested in being: a love mark. You just have to look at a specific example of brands that have become love marks to see it. One of them is Starbucks, the American chain of coffee shops that has become a beloved temple of coffee for some consumers. Starbucks started from the experience of consuming coffee in a typical Italian coffee shop and therefore has added many of the traditional elements to its brand experience. . Their coffee shops smell like coffee (and they place such importance on smells that they stopped serving food for a while until they figured out how to tackle the invasion of odors that this entailed).
The aroma is the most important element to use when selling coffee, but it is not the only one. Starbucks plays with all the senses, from corporate color (a very recognizable green) to ambient sound. The conversations with their waiters are always very pleasant (our brain has to perceive the underlying smile) but also the chain takes great care of the music that is heard, which is also part of the experience. Why do the senses help to become a love mark? Some and others act in the same environment Brother Cell Phone List. Love marks are those brands that consumers love and that are therefore linked to them by emotions. They are not brands that simply perform well or that consumers are satisfied with.
Their relationship with them goes much further than that: although it may seem like an expression that has already become very hackneyed, consumers love them. Brands and their consumers have an emotional connection and therefore a deep and very little rational connection with them. For this reason, they are especially faithful to these brands, they are defenders and evangelists of them and they tend to consume them no matter what. Their connection with them is emotional, irrational, as irrational is the way the messages they receive are processed when they are subjected to a sensory marketing message. Let’s use Proust’s cupcake one more time (Marcel Proust created one of the literary beginnings most analyzed by literary critics? And also one of the ones that can be used the most when talking about brands, products and their relationship with the consumer).
The cupcake makes the narrator experience an avalanche of memories, which provokes the beginning of the story and which serves to explain the power of nostalgia in consumption. But the truth is that the cupcake is not only that , but also a perfect example of the evocative power of the senses and the way in which we join them to the products. The sensory experience of the cupcake is the one that connects the narrator with a specific product (the cupcakes that she consumed as a child) and with a love mark. And if Proust wrote now, who knows? Maybe the famous cupcake was a cupcake : after all, this is how the product has evolved to become much more sensory and attractive.
The usual cupcake has not only given itself a cooler name but has also added different elements that make it visually more attractive and that even other sensory issues vary. A decorative and artistic touch has been added to the usual formula and new senses have been brought into the appreciation of the product. The literary example serves to understand how smells, perceptions and senses play when creating relationships with brands. Another more prosaic and more everyday example: there are consumers who always buy the same type of detergent , perhaps because they are convinced that it washes better or perhaps simply because it is the detergent they have always used.
What is it that can link them to such an unlovable product to the point of maximum fidelity? The question is that this was the detergent that was in their houses and in the houses of their grandmothers and that when they wash and hang the clothes not only smells clean (that smell that detergent manufacturers have managed to create, so much so that there are already air fresheners that are simply the smell of clean clothes) but also add that smell to an emotional point. Brands know it The power of the senses as an evocative element and as an emotional connector is more than known and is more than used by brands, who try to find the sensory point that will make consumers connect with their products and bond emotionally with them.
There is the boom of Marseille soap cleaning products, especially detergents, which appeared a few years elsewhere. What they seek is to make the consumer feel a connection with an ancient smell , of grandmothers ( the Marseille so apIt exists since the fourteenth century and has been controlled in its manufacture, a kind of appellation of origin, since the seventeenth) and therefore establish an emotional connection with it. It has worked? They may not have yet crossed the border to become love marks, but they have managed to establish themselves very well in the retro niche . Companies not only seek to create these emotional experiences by trying to enhance the sensory experience, but they have also begun to shield these elements from the competition.
Take, for example, the sound a Pringles potato jar makes when it is opened : everyone knows what it is and links that sound to an experience. The brand has even carried out advertising campaigns based on the sound of its bottles opening (although in reality any bottle that is closed under vacuum will make pop when it opens) and has combined a sound with a brand and with an experience, adding an emotional layer. to all of it. Other companies have tried to shield it well beyond perception. For many consumers, the sound a Harley-Davidson makes when it is turned on is associated not only with the brand but also with what makes it special.
When you read why for many consumers the Harley-Davidson is a love mark, a mention of the sound and its identification with values such as freedom almost always appears. Sound is therefore an incredibly important part of what makes its consumers connect with it (although it is a purely accidental matter: it is simply the engine starting), so much so that the company has tried to turn it into something registered and therefore armored. by copyright. After six years of legal struggle, he ended up pulling the towel, although other companies have managed to shield sounds as distinctive elements of the brand. And on the list of sounds that are shielded by intellectual property are items as surprising as the MGM lion roar. The roar is a very important part of the emotional bond of going to the movies. The other sound that tells us that we are about to see a movie is also a registered trademark.
