Unbounded Branding
It was the year 1970 when Brands thrusted to the forefront. Prior to that buying decisions were based on factors of convenience and cost effectiveness, unlike now where in people buy Branded Things just because it’s BRANDED. Since then, this façade of branding is expanding and is never supposed to cease. It has created an unlimited umbrella under which customers are taking shelters.
More than a marketing concept, Branding has now become a scientific experiment. The experts keep on brainstorming and experimenting with new branding strategies to secure a place in this competitive and ever competent market. It is well renowned that Coca Cola is a worldwide phenomenon when it comes to Branding Campaigns which reminds me of its Friendly Twist Branding Campaign (YouTube Link, n.d.) in 2014. So, what was the use of this innovative cap model? Well, that is what Brands are doing these days, not only to engage with people and imbibe in them a feel of being THE CARED CUSTOMERS but also to popularize themselves as THE FAVORITE BRAND.
Taking it further, while researching for various Branding Exercises, I found this “not so new concept” of Sensory Marketing and Branding.
Advertisements are designed to focus on the Sensuality of the product, in that how a product appeals to the five senses of consumers when it is shown on myriad medium of communication. Out of the five senses, of sight, smell, sound, taste and touch, every brand depending upon its own industry chooses the combination which gives it an edge over others, resulting into Multi-Sensory Branding. Let me elucidate with few examples,
1. The food industry focuses keenly on taste and sight. Any advertisement from the food chains will appeal to either the consumer’s taste buds like Coca Cola’s Food Sensory Marketing (htt4) or the ever royal display of the products like the World’s First Edible Cook Book (German Publish House, n.d.)
2. Automobile Industry strive towards giving an experience to their customers and hence, they focus more on smell, sight and touch
3. Apparel Industry’s cornerstone is the sense of touch
Similarly, we have it for other industries too. But, these cliched focuses have now gone “Unbounded”. Companies, now a days, concentrate their efforts to amalgamate all the sensory feelings into their single product so as to maximize the attraction and hence, the sales.
Apple’s scent designed by the Air Aroma Company, Heinz Beans’ Musical Spoons (htt5) which plays music when you put the spoon inside your mouth, Dunkin Donuts’ Atomizer, McCain Foods Baked Potato Aroma Campaign, Olay Thermal Facial Products, Louis Phillipe signature scent in every store, Experiential Marketing at Automobile stores like Porsche, BMW etc. Are few of the examples for the above mentioned fact?
Furthermore, the conversion period is one such metric which plays a very crucial role in this fast paced world. For E-commerce the conversion period is less as it is easy to hold customers online as there are humongous amount of discounts, freebies, variety and easy delivery and returns available. On contrast, when we talk about Walk-ins and other Brick and Mortar stores, specialized focus on the conversion period creates the disparity between two brands offering the same product. It demands premium cost, efforts and last but not the least, Time. And, to borrow this last measure, TIME, brands need to devote themselves to fulfill the customer’s priority needs, EXPERIENCE and PERSONAL IMPORTANCE. And, this justifies the number of techniques which brands started to adopt to decrease the conversion period and push consumers take an immediate action.
1. Now, just imagine you are on a search for a decent place for booze tonight and while walking, you just come across this door on your side lane, instant reaction would be, “Well, I am going in tonight.”
This is what I am talking about, doing something so crazy that the consumer just don’t think twice before availing your product or service.
2. You are standing on a food street, undecided on what to buy for the next meal and there you see two images. One with a muffin on a plate and another with the same kind of muffin on the plate but with a fork on the right hand side. Going by the researches on human psychology, you will prefer choosing the second option. Thus, advertisers must consider the vitality of minutest details while working with products and their branding, as Senses plays a very big role in decision making
Next, let me shift towards THE TARGET AUDIENCE.
Be it any kind of marketing, knowing your target audience is a must and in relevance to our case as well, it plays a very critical role. It happened once with Bulk Cat Litter Warehouse Company (YouTube Link, n.d.) which produces Cat’s food products and they had just begun and wanted to create popular brand name; they went ahead with the thought of Direct Mailing method of distributing flyers. But, how do they make sure that the customers take a notice of the flyer? Thus, instead of targeting the customers directly, they targeted the consumers i.e. THE CATS. They printed the flyers on Catnip paper and the cats took notice of the flyer and so does their owners. This proved to be one of the best examples to focus on SMELL in the domain of Sensory Branding. Thus, it is very important to judge on whose senses your brand is targeting the product.
The above paras reflect upon on the magnificent role Sensory Branding is playing in the marketing arena. Next, I would like you to ponder upon the future of the same. How far this can go and what all can it take into its domain. Is the bubble filled yet or there is still a scope before this bubble bursts?
Economy is becoming digital, people are becoming technical geeks and to fall in place with them, brands are also going digital. Instead of people understanding the other people, technology is now enough to know people. Technology knows what you want, when you want and how much. This has given Artificial Intelligence a jump. A leap into anyone’s and everyone’s life. Big and small firms are coming up with latest messengers like Allo, which knows what to say next, how to handle the other person etc. And, I wonder how far can this go. Will the time come when Brands would be sending out fragrances via Advertisements on internet? Or maybe they can simply hold our hands and make us feel special? Or there will a digital assistance who will take our place when we are not available. I am not sure what future will show, but the thing which is cent percent sure is that BRAND will go UNBOUNDED tremendously and there will be no limits to that.
