The Concept of Sensory Branding

The movie 'Avatar' achieved success, not just because it had a well-known moviemaker and it used 3-D as the technology. It became a box office hit because it also allowed the audience to touch and feel - literally. The stimulation and the sense of being in the thick of action in a fictional story is what the movie sought to achieve.

From the big screens to television, one comes across commercials by brands that look to stimulate the senses - from sight to taste to smell. But look for the same triggers on the ground and chances are brands more often than not fail the litmus test when it comes to sensory branding.

However, with consumers having access to a plethora of information, add to that the high speed of change, the thin line between real and reality and very limited time — sensorial appeal will play a vital role in enticing consumers towards brands.

And globally, there are examples of brands creating an experience that appeal to the senses. In a presentation by Lowe Counsel called 'Sensory Extra', auto brand Ferrari is opening Ferrari World in Abu Dhabi in 2011. "Ferrari theme park will host over 20 state-of-the-art attractions, each designed to bring various facets of the Ferrari story to life," the presentation states.

So one will feel the rush of speed as the G-force takes over, or learn from the legends themselves in the factory or at the pit stop, the presentation adds. Yet another example of multi sensory branding is Starbucks now roasting beans in-house to enhance the authenticity of aroma in store. Nissan, the presentation adds is taking a hint from the pleasant effect of forest air on people.

Nissan studied the effects of aromas on human mental activity and "the resulting forest AC system intermittently and alternately furnishes two unique aromas, borneol and leaf alcohol, to alleviate boredom and stimulate the driver's brain."

Zoe Lazarus, director at Lowe Counsel says the categories, which have embraced sensory branding, and looking at neuro-marketing so far are entertainment (6-D cinemas), food (food/art experience) and travel with the advent of extreme adventure and survival holidays.

"The challenge of sensory branding is to think more broadly about how people experience products in the real world and find ways to enhance these experiences," says Lazarus. In India, the advent of modern trade provides an opportunity of creating a sensorial experience.