| Abstract [eng] |
Marketing doesn’t work today. A majority of the brands vanish over its first existence year and the brand messages are lost in overcommunicated world. It means that business represented by dead brands is unsuccessful. To avoid this and to become the first choice brand it is necessary to position and develop brand personality through the human senses: smell, taste, sound, sight and touch. Today the brand messages usually appeal to sight and sound. But it is not enough. Practically every brand can appeal to three and sometimes to four or even more senses. Sensory branding enables to develop stability, clarity and strong bond between brand and consumer. It is necessary to identify already existing brand values (senses) in order to turn them into brand touch points, to make a strong synergy between them and then enhance the other senses. One of the ways to perform the brand sense audit is to do the brand smash test. This test enables us to evaluate how separate brand pieces can individually represent the brand. The bigger is the smashing point, the stronger is the brand personality and the associations can engrave deeper in the customer minds. Everyone wants to believe in something and share the experience of that belief with other community members. Religion creates belief and community. Brand has to learn from religion how to create loyal followers crowds. Today just the “humane” brand can have loyal customers. |
