Sensory Marketing by Hultén, Bertil -- Read -- Imperial Library of Trantor

Index

SENSORY MARKETING

CONTENTS PREFACE

AIM AND CONTENT STARTING POINTS METHODOLOGY CONCEPTUAL DEVELOPMENT ACKNOWLEDGMENTS

1 WHAT IS SENSORY MARKETING?

HUMAN SENSES AS RESOURCE

Sensory marketing is here to stay Starbucks – A Sensory Experience Well-known truths are no longer true Sensory marketing – a model

SENSORIAL STRATEGIES AND CUSTOMER TREATMENT

A sensorial smell strategy A sensorial sound strategy A sensorial sight strategy A sensorial taste strategy A sensorial touch strategy

THE HUMAN SENSES ARE AT THE CENTER BRAND AND EXPERIENCE LOGIC – THE SUBJECTIVE NATURE OF EXPERIENCE THE SENSES AND THE SENSORY EXPERIENCE THE INDIVIDUAL’S EXPERIENCE LOGIC NOTES

2 MARKETING 3.0

SHIFTING DYNAMICS – THE EMBRYO OF THE BINARY SOCIETY MODERN AND POST-MODERN VALUE SYSTEMS INDIVIDUALIZATION AS LIFESTYLE FROM PRODUCT TO SENSORY EXPERIENCE

The effects of glocalization Aesthetics, emotions, and experiences

THE BRAND AND SENSORY MARKETING

Johanna’s Shopping Experience

NOTES

3 THE SMELL SENSE

TO SNIFF OUT A GOOD DEAL

Love is in the air The nose remembers 10,000 scents The silent sense Well-Being on Four Wheels Browse among Scents

SCENT AS EXPERIENCE TRIGGER

Product congruency, intensity, and sex Subtle Scents Have a Strong Influence Scents As Femininity and Masculinity Atmosphere, theme, and advertency A Theme of Chocolate Scent brand and signature scent Game, Scent, and Brand!

SCENTS’ DEPTH AND DIMENSIONS

The brand’s innermost feelings Feminine Scents by Sony The employee’s environment and health Surf and smell the Net! Easing Vanilla

THE BRAND AS SMELL EXPERIENCE

Hotel Park Hyatt Vendôme – A Sensorial Smell Strategy

NOTES

4 THE SOUND SENSE

SOUND TO HEAR AND UNDERSTAND

Resonant brands We are born listeners Sound as source of association

SOUND AS EXPERIENCE TRIGGER

Jingle, voice, and music Jingles for Seasonal Variation BMW and the Actor’s Voice Digital Voices for Better Sleep 800 Songs for the Brand’s Identity Atmosphere, theme, and advertency Swedish Songs for the Brand Sound brand and signature sound Music As Lifestyle

THE HOLISM OF SOUND

Personalities and artists Hear the Sound of Starbucks Technology and acoustics The Sound of a Bentley

THE BRAND AS SOUND EXPERIENCE

Saab – A Sensorial Sound Strategy

NOTES

5 THE SIGHT SENSE

THE ART OF SEEING

The genetic code The brightest sense

VISUALIZATION AS EXPERIENCE TRIGGER

Design, packaging, and style Design As the Soul of the Product The Symbolic Value of a Wine Label Color, light, and theme The Aura of the Store Graphics, exterior, and interior The Sensual Storefront Display

THE FORMATION OF THE SERVICE LANDSCAPE

The down-to-earth At Home at Home Evening The virtual

THE BRAND AS SIGHT EXPERIENCE

Abercrombie & Fitch – A Sensory Sight Strategy

NOTES

6 THE TASTE SENSE

TASTELESS MARKETING

The forgotten sense Sensitive taste buds Heritage and upbringing

TASTE AS EXPERIENCE TRIGGER

Interplay, symbiosis, and synergy A Sense-Rich Taste Experience Name, presentation, and setting Knowledge, delight, and lifestyle Coveted Tastes Browse among Tastes

BRANDS WITH SPICE

Experiences and expectations Flavor the brand Accessible Tastes Think beyond the tip of the tongue Fuel for People

THE BRAND AS TASTE EXPERIENCE

Hotel Chocolat – A Sensorial Taste Strategy

NOTES

7 THE TOUCH SENSE

TACTILE MARKETING

The three-dimensional sense A Brand’s Dream Receptors that touch Subconscious Touching Increases Well-Being

TEXTURE AS EXPERIENCE TRIGGER

Material and surface Temperature and weight An Ice-Cold Business Idea Gram with Heavy Weight Form and steadiness The Form of an Apple

TO TOUCH A FEELING

An affecting experience Accessibility and interaction A Meeting between the Brand and the Individual Tactile technology

THE BRAND AS TOUCH EXPERIENCE

The Volvo XC60 Concept – A Sensorial Touch Strategy

NOTES

8 THE BRAND AS SENSORY EXPERIENCE

EMPATHY AND DELIGHT

The symbiosis of the brand The forgotten senses

SENSORS, SENSATIONS, AND SENSE EXPRESSIONS

Sensory marketing as concept

THE BRAND SOUL AS HEART AND MIND

Atmospheric sensations Auditory sensations Visual sensations Gastronomic sensations Tactile sensations

THE SUPREME SENSORY EXPERIENCE

Whole Foods – A Supreme Sensory Experience Sensory marketing – a utopia? Epilogue

NOTES

INDEX

← Prev
Back
Next →

← Prev
Back
Next →