Brand Sense
BrandSense
Building Brands with Sensory Experiences
™
©2001 Harvest Consulting Group, LLC
Harvest Consulting Group, LLC
BrandSense™
Table of Contents
Table of Contents
BrandSense™ Introduction A Time for the Senses Recognition and Perception The Sense Connection The Case for Smell Putting the Senses Together BrandSense™ Cases Giving Your Brand Some BrandSense™ Quantitative Analysis: BrandSense Audit™, SensePlan™ Conclusion Sources Contact Us 01 02 03 04 05 08 09 11 12 13 14 15
Harvest Consulting Group, LLC
BrandSense™
BrandSense™ Introduction
Page 01
BrandSense™ Introduction
Executive Summary BrandSense™ is a holistic way of understanding, deconstructing and building a brand by taking into account how, and where, it impresses each of our five senses. How does a brand look? How does it taste and smell? Is it soft to the touch like cashmere, or does it evoke the sizzle of the summer? Is your brand’s soundtrack closer to Barry White or Bach? We’ll show you how a sensory approach cuts away the jargon typically associated with marketing and branding efforts, leaving only the base elements, or building blocks, that make up a perception. Highlights of The BrandSense Journey
> > > >
Why is smell so important and why are many companies investing in it? What happens when you put all the senses to work for you? Which companies are doing it well? How can you give your brand some BrandSense?
How to Read this BrandSense Paper 1. 2. 3. 4. 5. 6. 7. Leave your office chair. Go to that place where you get to think and leave the email behind for a few moments. Get your favorite drink, an iced-cold Latte, a flavored water or… Sip and think. Smile a few times. Talk out loud. Think about your Brand in a different way.
Harvest Consulting Group, LLC
BrandSense™
A Time for the Senses
Page 02
A Time for the Senses
In a time of intense mergers and acquisitions, many companies are suffering from “Brand Blur.” While we have five
Building Brands with Sensory Experiences
™
©2001 Harvest Consulting Group, LLC
Harvest Consulting Group, LLC
BrandSense™
Table of Contents
Table of Contents
BrandSense™ Introduction A Time for the Senses Recognition and Perception The Sense Connection The Case for Smell Putting the Senses Together BrandSense™ Cases Giving Your Brand Some BrandSense™ Quantitative Analysis: BrandSense Audit™, SensePlan™ Conclusion Sources Contact Us 01 02 03 04 05 08 09 11 12 13 14 15
Harvest Consulting Group, LLC
BrandSense™
BrandSense™ Introduction
Page 01
BrandSense™ Introduction
Executive Summary BrandSense™ is a holistic way of understanding, deconstructing and building a brand by taking into account how, and where, it impresses each of our five senses. How does a brand look? How does it taste and smell? Is it soft to the touch like cashmere, or does it evoke the sizzle of the summer? Is your brand’s soundtrack closer to Barry White or Bach? We’ll show you how a sensory approach cuts away the jargon typically associated with marketing and branding efforts, leaving only the base elements, or building blocks, that make up a perception. Highlights of The BrandSense Journey
> > > >
Why is smell so important and why are many companies investing in it? What happens when you put all the senses to work for you? Which companies are doing it well? How can you give your brand some BrandSense?
How to Read this BrandSense Paper 1. 2. 3. 4. 5. 6. 7. Leave your office chair. Go to that place where you get to think and leave the email behind for a few moments. Get your favorite drink, an iced-cold Latte, a flavored water or… Sip and think. Smile a few times. Talk out loud. Think about your Brand in a different way.
Harvest Consulting Group, LLC
BrandSense™
A Time for the Senses
Page 02
A Time for the Senses
In a time of intense mergers and acquisitions, many companies are suffering from “Brand Blur.” While we have five