Brands must appeal to all 5 senses to fully engage consumers. While most advertising focuses on sight and sound, the primitive brain processes images 60,000 times faster than text and 75% of emotions are generated by smell. Neuromarketing techniques show advertising impacts the unconscious brain. To remain relevant, brands should create complete sensory experiences, like Royal Mail including chocolate with letters. Engaging multiple senses builds stronger emotional connections than single senses and increases positive consumer responses.

1. THE ART OF CONSUMER BUYING (why branding must
appeal to the 5 senses)

2. • The media space is over-flooded with too many ads, hence the ability for an Ad to be effective in on
the decline
• Today’s constantly connected consumer is more discerning, and with the ease & accessibility of the
internet, has become more VOCAL
• Yet he is an animal of habit
• Therefore to remain relevant with the consumer, brands have to seek more innovative ways to not
only connect & interract, but remain relevant to him.
OVERVIEW

3. Today’s reality
• Most times, brands interact with consumers engaging one or two of
their senses concurrently (sight & sound).
• However with the over-saturation of adverts & competitive brands
(and consumer’s short attention span), any brand that will remain
relevant has to seek more novel & innovative ways to connect.
• Therefore engaging the consumer ‘multisensorily’ is the way to go!

4. THE CONSUMER BRAIN
• It is divided into 3 parts:
• The rational part thinks, elaborating rational data;
• The intermediate part listens, elaborating emotions and sensations;
• The primitive part decides(Reptilian) , taking into account the results that
come from the other two parts. Houses the sub-conscious mind, where our
survival instinct resides; also influenced by ‘triggers’

5. The Primitive brain
We store our values and emotions in memory banks(Reptilian brain) for
each sense — image, sound, smell, taste, and touch. Events, moods,
feelings, and even products in our lives are continuously imprinted in
our memories, from the second we wake to the moment we sleep.
However, most advertising messages that we're exposed to on a daily
basis come to us through only two of the five senses: sight and sound.
The primitive brain processes images 60,000 times faster than text.
75% of our emotions are generated by what we smell (Smell in particular is
potent in bypassing conscious thought and creating associations with memories
and emotions).

6. 12 components/dimensions that form the Fundamentals
for engaging brand
Behaviour
Service
Tradition
Ritual
Navigation
Picture
Colour
Shape
Name
Language
Icon
Sound
• Smart brands therefore always
seek innovative ways to engage
& appeal to the consumer’s
multiple senses concurrently
(NEURO MARKETING), for better
mileage and foster more lasting
‘love’ relationships
• On exposure to their brands,
they should have a complete
sensory experience that
transcends merely what they
can see( logo, colours)
Building powerful brands

7. WEIRD SCIENCE
Neuromarketing is the practice of using technology to measure
the brain activity of consumer subjects as a way to discover how
people respond to products and marketing messages.
The thought behind neuromarketing is that buying decisions
aren’t necessarily rational decisions, rather they are decisions
made deep within the brain and based on a mixture of thoughts
and feelings.
“The drive behind neuromarketing is to discover how consumers
are actually responding to marketing messages, not how they
report they are responding, or will respond”
NEUROMARKETING
…NEUROMARKETING

8. Techniques used for Neuromarketing
• Functional magnetic resonance imaging (fMRI)
• Electroencephalography (EEG)-measures the electrical activity of the brain,
wearing an EEG headset
• Eye tracking- determine which images or portions of an image elicit the most
attention
• Galvanic skin response (GSR)-measures the subtle changes in skin (such as
temperature and sweat) that occur in conjunction with certain emotions.

10. How each of the 5 senses are engaged in Ad campaigns

11. SIGHT

13. Detergent Ad

14. • Visual cues can be in form of logos, packaging, print Ads, videos,
engaging product pack shots, engaging use of food in photography &
engagement, and other engagements

15. PACKAGING THAT ATTRACTS THE SENSE –

17. Simplicity has its appeal…

18. LOGO

21. Mechanic shop Ad

22. Sublimal messaging

26. DISRUPTIVE ADS

28. Augmented Reality video

31. SMELLY BRANDING
Is a broadband channel of communication, capable of evoking images, sensations,
memories, and associations.
There are about 1,000 primary odours, each with the potential to influence mood and
behaviour.

33. FLAVOURED FRAGRANCE

34. AMBIENT MEDIA

36. Rolls Royce reproduced the scent of its great seller, the 1965
Silver Cloud, and sprays it under the seats to recreate the scent
of the classic “Roller.”

37. Omni Hotels has a lemon grass and green tea scent pumped into its lobbies
and public spaces.
Singapore Airlines has gone so far as to patent a scent of lotus flowers and
bamboo forests that is worn by flight attendants and put on hot towels
handed to passengers before take-off (Its only expected that Singapore Airlines is perennially atop travelers’
preference rankings because of these efforts).

38. Journal of Consumer Research showed
that the pace of background music
affected service, spending, and traffic flow
in stores and restaurants.
The slower the music, the more people
shop.
When slow music is played in
a restaurant, the bill is 29 percent higher
than when fast music is played.

40. In an even more dramatic demonstration of the power of sound, the people on Mornington Peninsula in
Australia stopped a crime wave by playing Bach and Mozart on every street after nightfall.

47. A business card

50. 59 percent of consumers prefer their Coke in a glass bottle, even though it's the same drink when sold in cans or
plastic.

51. Rightly or not, people tend to think that a wine bottle with a cork contains better wine than one with a screw-top.
VS

52. TASTE
Human can distinguish between four tastes: sweet, sour, bitter and salty and
recently a fifth taste, referred to deliciousness or savoury .

53. Using taste is the most difficult sense for marketers.
The Royal Post in England observed great decrease in their letters, this company attempted to merge
a sense for increasing effectiveness of its brand. Therefore Royal Post sent personal letters with a piece
of chocolate for its customers and result of this action was extraordinarily excellent and people by
inspiring experience of sending chocolate, again sent letter.
In fact for food companies, sending sample of product is an excellent method for experiencing taste
In actual fact, all the tastes that human perceive are related to the other senses such as vision, audition,
smell and touch.

54. Colgate is a company that stands out in the realm of taste. The flavour of its toothpaste is patented. Yet even Colgate
could improve by extending its branded taste to toothbrushes, dental floss,

55. Orgasmic Chocolates, is a luxury chocolate infused with “wild-
crafted” Chinese herbs, which its owners hope will be the next big
thing in chocolate indulgence.
It’s brand promise is, ‘Orgasmic Chocolates’—which claims to induce
feelings of “well being, relaxation, and euphoria” in those who
indulge—stretches to the extreme the fashion for enveloping
consumers in “a sensory experience.
Packaging/Touch/See :Inside are 4 small bars of chocolate, each
bearing the entwined silhouettes of a naked couple, and declaring
themselves ‘the world’s most orgasmic chocolates.

56. THE COKE VS PEPSI TEST: Pepsi is a better tasting
beverage than Coke, why is Coca-Cola the higher selling and more popular beverage?

57. Bringing it home…

58. • Can we leverage on the unique ‘Nigerian party jollof rice’ smell(since If
food passes the smell test, it would most likely pass the taste test)?
• Can we patent a specific smell for any of our hotel brands to give the
complete consumer experience right from the door?

59. Conclusion
• Engaging the consumers on one sense is just very boring, the more
sensory platforms you can connect, the better your chances of
winning their heart!

60. Reference books
• The power of the subconscious mind : how it works
• Blink by Malcom Gladwell
• Buyology by Martin Lindstrom