Time for all the senses, or about multisensory marketing

Everything consumers know about your brand begins with recognition and representation through their five senses. Like atoms in physics or molecules in chemistry, the senses represent the most fundamental units in branding. Multisensory marketing combines them all into a single message.

The advantage of sight and hearing over smell, taste and touch

From the moment we began walking and lifted our noses from the ground, sight has dominated our perception of the world. The vast majority of information we receive is visual or auditory. This is most clearly reflected in advertising and branding trends. Today, we still underestimate the other senses – smell , taste, and touch. The holistic perception of a brand is blurred – few companies pay attention to the "complete" (encompassing all the senses) impression a brand can make on people. They fail to fully exploit it.

Time for all your senses

In a world awash with images and sounds, advertising agencies compete with the noise. To stand out from this seemingly incomprehensible chaos and get your message heard, it's worth incorporating the older senses of touch, smell, and taste. These will not only differentiate your brand but also resonate with people in a more emotional, even instinctive, way. By viewing your brand differently than your competitors and presenting a coherent and comprehensive (i.e., exhausting all the senses) image, you will become permanently etched in the minds of your customers.

Traces of the brand on every sense

Every brand, absolutely every brand, strives to impress its audience. In reality, all knowledge is absorbed through the eyes, ears, nose, mouth, and nervous system. So what does your brand look like? What does it smell like? What does it taste like? Is it as soft as silk? Or perhaps rough? Is your brand's soundtrack akin to Bob Marley or rather Mozart?

Hearing and smell are as important as sight

One study focused on the relationship between hearing and sight. It showed that auditory communication is just as important as visual communication. The Intel Inside brand was tested. Researchers proved that the Intel melody was just as recognizable and memorable to consumers as its logo . In turn, Professor Trygg Engen from Brown University conducted tests that confirmed that our ability to remember smells is stronger than the ability to remember what we saw .