This is my presentation on Sensory Branding at SenseAsia 2014 in Singapore on 12 May 2014. The talk focuses on how sensory design plays a critical role in a more integrated view of branding which uses the senses to reflect a brand's core values. I include examples of (sensory) brand auditing and emotional profiling of airline brands.

1. The Future of
Sensory Branding
12 May 2014
Neil Gains

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Design = Branding
“Design is a funny word. Some people
think design means how things look. But
of course, if you dig deeper, it’s really
how things work.”
(Steve Jobs)

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When in Singapore …

4. Early pioneer of sensory marketing

5. The first sensory signature?

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Marketing to the senses
• More than five
• Sensory symbolism
• Emotional meaning

7. Are there really only five senses?
Vision
Hearing
Taste
Smell
Touch
Temperature
Pain
Balance
Body awareness
VISION
HEARING
FLAVOUR
HAPTIC
ORIENTATION

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Architecture as sensory design
“The door handle is the handshake of
the building.”
(Juhani Pallasmaa)

9. Sensory metaphors

10. Sensory experience is a signal
Soft Hard

11. Soft or hard?

12. Soft or hard?

13. Soft or hard?

14. Soft or hard?

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“Turn up the signal, wipe out the noise”

16. Creating instant meanings

17. Story, Symbol, Sense
“Mission for health”
Symbolic sword
Sensory signature

19. javascript:;

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Back to Singapore …

21. A justified reputation for sensory branding
Sense Symbol Story esSense®
***** ** **** ****
*** ** ***** ***
* *** ** **
* * * *
*esSense score card based on rating of 30 touch points

22. What do airline customers want from an ideal lounge?
0
20
40
60
80
100
WARRIOR
(POWERFUL)
ARTIST
(CREATIVE)
EXPLORER
(UNIQUE)
REBEL
(DIFFERENT)
JOKER
(FUN)
SEDUCER
(LOVE)
EVERYMAN
(EQUALITY)
CAREGIVER
(PROTECTION)
IDEALIST
(TRADITION)
RULER
(RESPECT)
GURU
(KNOWLEDGE)
CATALYST
(CONFIDENT)
Ideal
lounge

23. How does an airline lounge experience match up to expectations?
0
20
40
60
80
100
WARRIOR
(POWERFUL)
ARTIST
(CREATIVE)
EXPLORER
(UNIQUE)
REBEL
(DIFFERENT)
JOKER
(FUN)
SEDUCER
(LOVE)
EVERYMAN
(EQUALITY)
CAREGIVER
(PROTECTION)
IDEALIST
(TRADITION)
RULER
(RESPECT)
GURU
(KNOWLEDGE)
CATALYST
(CONFIDENT)
Current
experience
Ideal
lounge

24. How can an airline strengthen their lounge brand esSense?
0
20
40
60
80
100
WARRIOR
(POWERFUL)
ARTIST
(CREATIVE)
EXPLORER
(UNIQUE)
REBEL
(DIFFERENT)
JOKER
(FUN)
SEDUCER
(LOVE)
EVERYMAN
(EQUALITY)
CAREGIVER
(PROTECTION)
IDEALIST
(TRADITION)
RULER
(RESPECT)
GURU
(KNOWLEDGE)
CATALYST
(CONFIDENT)
Current
experience
Ideal
lounge
F&B; Noise
level
Furniture & fittings;
Design of Space
Furniture & fittings;
Design of space
Pictures & Decorations

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Total brand experiences
• Holistic view of the senses
• Sensory signals & symbols
• Unify, Simplify, Amplify

26. Thank You
www.tapestryworks.asia