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Multisensory Brand Exhibiting: Raise Response, Register Retention
Sarmistha Tarafder / Skyline Trade Show Tips / July 15, 2013
Ask yourself this question: What was your best-ever brand experience?
Maybe it was staying at the Bellagio Hotel – the multi-colored, multi-shaped large hand-blown glass flower ceiling in their signature lobby, or perhaps owning your first iPad – the thrill of opening the package and the anticipation of accessing world wisdom in the palm of your hands. Or simply a vivid memory of opening a cold Coke on a hot day – the ultimate satisfaction of quenching your primal thirst!
Today brands like Google, Apple, Facebook, Twitter, and YouTube have permeated our waking hours. They are seamlessly integrated in our digital lives. They have brought forth all the benefits of connectedness and immediacy. By doing so, they have subtly shifted our worldview and our brand priorities. Maggie Jackson, in her book Distracted: The Erosion of Attention and the Coming Dark Age, believes that the never-ending stream of emails, instant messages, text messages, and tweets stifles creativity and leads to less critical thinking and less fulfilled lives. We are hyper-connected, yet we have lost the real true meaning of connectedness. In the rush to be digital, brands have overemphasized these channels at the expense of real human interaction. ”The risk is that consumers become desensitized. That’s why there is now the beginning of a move the other way–not a backlash, but a turning toward more real, human, and meaningful connections.”
In this ceaseless climate of detachment, fragmentation and distraction multisensory branding is gaining much traction as brands are being challenged in their expansion of consumer memorability. Sensory branding, the idea that humans are more receptive when all five senses are engaged, is a field of major study in the field of cognitive neuroscience. ”It’s clear that no amount of time on a Mercedes-Benz website will give consumers a true sense of what it feels like to close a car door, smell the brand-new leather interior, or run their hands over the dashboard.” These memorable, multisensory experiences are critical in engaging with a brand. When they do, the rewards are phenomenal. NIKETOWN, Apple Stores, the Samsung Experience, Mercedes-Benz World, Disney Stores, and LEGOLAND are all testimonies to the power of multi-sensory brand experiences around an existing product.