Strengthening the brand using the senses and sensory marketing is a strategy used by large companies because it is an easier way to remember, such as songs, for example, which quickly remind us of the brands Lead Magazine, Johnson & Johnson and the old program Good morning and company.
The postgraduate with an MBA in Marketing and Interactive Business, Jennifer de Paula, explained that the excerpts “it’s Christmas time at Leader, it’s time (…)”, “curly hair bath always has a caress (…)” and “40028922 it’s Yudi’s funk that will be on Playstation 2” are not fixed in our minds for so long, for nothing.
Jennifer explains that sensory marketing is effective because it can reach multiple layers. After all, use your senses. She explains that the sound, visual and olfactory senses can “speak” more for the brand than anything else.
“In the visual experience, we have examples of the Coca-Cola Christmas truck, the alligator symbol of the Lacoste brand, the star of the Mercedes car brand… Everyone knows and most importantly: it associates the symbol with the brand”, he said.
The specialist also gave examples of olfactory and taste experiences. “We can emphasize the launch of the Bubbaloo brand, a line of products with the scent of tutti-frutti gum. For the taste experience I can mention the coca-cola brand, which uses gas in its product, without interfering with the taste, a strategic ally to bring the sensation of freshness and cleanliness to the consumer”, she explained.
For Jennifer, even if you’ve never heard of sensory marketing, you’ve certainly had an experience that uses it. “Bringing this strategy to consolidate your brand is a key point for success”, she concluded.
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