brand experience & the conversation age
DESCRIPTION
The presentation looks closely at contemporary branding, how brands need to become fluent in the language of the five senses and how multi-sensory branding is becoming a new frontier for major brands with emotional leadership. It also includes a number of examples taken from the automotive sector.TRANSCRIPT
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Branding & The Senses
in the automotive industry
Brand Experience in The Conversation Age
Madrid, March 8, 2012
Pascal BeuclerSVP & Chief Strategy Officer
MSLGROUPPart of Publicis Groupe
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> TOO MUCH OF A CHOICE
TODAY’s SCENARIO
> EVERYTHING LOOKS ALIKE
> QUALITY IS COMPARABLE
> OPTIONS APPEAR THE SAME
> “VIRTUAL BUYING” IS HIGH
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BRANDING PLAYS A KEY-ROLE WHEN IT COMES TO CHOOSING
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and BRANDING REALLY MAKES A DIFFERENCE, WHEN PRODUCTS TEND TO
LOOK ALIKE!
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BRANDING NEEDS TO BE FLUENT in the LANGUAGE
of the 5 SENSES
> BRANDING is GLOBAL > BRANDING BREAKS THE RULES> BRANDING bridges FORM&FUNCTION> BRANDING is about IDEAS> BRANDING creates CONNECTIONS
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BRANDING is GLOBAL
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SHAPEGRAPHICSTEXTURECOLOUR
SPACEMOVEMENTSIMPLICITY
CONSISTENCY
CLARITYHARMONY
UNITY
> Branding is global, globalization needs branding.
> Fiat, BMW, Mercedes, Audi, Citroën and other worldclass brands make their strategy visible through global design.
> In an expanding worldwide market, brands need to express themselves at all sensorial touchpoints with consumers
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BRANDING CAN HELP BREAK THE RULES
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YOU BUY a CAR, YOU DRIVE a BRAND
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BRANDING bridges FORM & FUNCTION
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«The function, what a nice form!»Achille
Castiglioni
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BRANDING is about IDEAS
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«It all must start with an inspired idea»Raymond
Loewy
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BRANDING creates CONNECTIONS
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«If you see something that you feel is familiar, it gives you an important kind of emotional connection»Marc Newson
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«Design is the mirror of our lifestyle»Philippe Starck
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WHY BRANDING &THE SENSES?
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Because what we call brand experience is, first of all, an emotional experience
IT’S NOT JUST WHAT THE BRAND SAYS THAT COUNTS, IT’S HOW I FEEL ABOUT IT
We want to feel again!
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FEELMaking SENSE through the
SENSES
SeeSmellHearTouchTaste
Creative BRANDING & DESIGN helps brands develop
EMOTIONAL CONNECTIONS
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in store(ambiance, words,
sound, architecture)
on the web(look&feel,
virtual sensations)in the identity(logo, sound)
in the street(stimulation,
creating events) in society(partnership, CSR, ethics)
Multi-sensory branding
Multi-sensory perception in all places
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THE 5 SENSES
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1 BRAND, 5 SENSES
Renault and the «Hypersensoriel» experience Activities for consumers inside L’Atelier + new marketing initiatives including
the 5 senses in the strategic development of the brand.
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SEE!
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COLOURS
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COLOURS
FERRARI
MERCEDESABARTH
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FERRARI
COLOURS
MERCEDESABARTH
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ALFA ROMEO’s peculiar shield
DODGE’s radiator grill
SHAPES
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BRAND IDENTITY
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COMMUNICATION FORMAT
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ASTONISHING IDEAS
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SMELL!
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Lexus ScentAirHendrick Lexus’ showroom (USA) uses the ScentAir Technology to diffuse seducing fragrances: Vanilla Grapefruit at the main entrance, Green Tea and Lemongrass in the rest of the space,
to create a stimulating environment and enhance the car buying experience
FEELING FINE
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Citroën offers a scent-diffuser in the ventilation system of C4, with a range of nine different scents
Citroën launches the C3 Buddha Bar, including a special “AROMA RELAX kit” with 5 different fragrances
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Rolls Royce Peony: a Rolls with its own peculiar scent.
Technology which allows promo-cars to spread around aromas and perfumes
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Real “new car scent” used by the dealers: an idea which enhance the buying experience by spreading a good smell inside used vehicles.
GOOD OLD DEALER’S TRICKS…
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HEAR!
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Got it?
SOUND IDENTIFIES BRANDS
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Yes!
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SO… WHY NOT CARS?WHAT SHOULD THEY SOUND
LIKE?
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TOUCH!
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The hand is the major tactile perceptive organ The tactile sensitivity is maximum on the palm face area
Working on shapes, materials, texture is the key for creating a seducing CONTACT EXPERIENCE with the object
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Lancia and Poltrona FrauTogether for a better and more comfortable driving experience
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Concept car by Citroen: C-Airplay«An atmosphere that serves the
senses»
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Sensotact ® - the first tactile reference frame
> Sensotact® is the first tactile reference frame on the market > Created by Renault and marketed by Quinte&sens, a French sensory
marketing agency, this innovation has been welcomed by industrials
> Sensotact® is suitable to analyse tactile perceptions and to classify them
> Sensotact® is a suitcase composed of 10 descriptors and 50 references that interact throughout the conception process of the product
> Sensotact® is available for cosmetics, avionics, sports, toys, packaging
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PROMO MATERIALS
Opel GT brochure with a cover which simulates the seat material/stitching
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TASTE!
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Mercedes A Class «Chocolate Edition»Special partnership with the chocolate atelier «Venchi» (Turin): colours and settings
speak the language of tasting to seduce the driver/consumer/experiencer
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BMW & StarbucksSirena, an Espresso machine designed by BMW Design Works for Starbucks stores.
«At least, caffeine will make you drive faster»
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When taste simply comes out from the name!
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Mirafiori Motorvillage Not only a showroom, but an innovative place where customers can take a look at their favourite cars while drinking, eating and chatting at the bar
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FIND the 6th SENSE ON THE WEB
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Interactivity between real world and the web: the tool to INVOLVE and make consumers FEEL
PLAY
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CONCLUSION
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Through multi-sensory branding, from the brand as object to the BRAND as SUBJECT
brand as object
=brand as product
brand as subject
=brand as lifestyle
The brand is an ambient subject which envelops us
The brand is an exterior object that imposes itself
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MULTI-SENSORY BRANDING
ProductInnovation
BrandCommunicatio
nsMulti-
sensorydesign
IntellectualLeadership
= Brand as a
Belief
Emotional Leadership
=Brand as an Experience
a new frontier for major brands
TechnologicalLeadership
=Brand as a
Reassurance
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Olfactory Marketing(new fragrances to discover)
Visual effects equipment(luminescent, translucent, lens-based,
dichroic, thermo-chromatic…)
Sound Marketing(ambiance, familiarity and downloading)
From disembodied senses to the embodiment of sense
Tactile materials(soft touch, unwoven, sleeve, laminated,
surlyn…)
MULTI-SENSORY BRANDING
the opportunity of new techniques
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Thank you!