Thursday morning I attended a delicious breakfast at Sofitel Hotel in Melbourne CBD as part of the VAMFF Business Events, The menu was delightful but the content being talked about was mesmerising that I didn’t really end up eating much at all! And the show bags were very inspiring, lots of goodies and tools that are useful!
First speakers were Dawn & Samantha Goldworm from 12.29, New York and Paris based twin sisters that have developed a sensory branding company designing custom scents for retail/corporate environments, hospitality venues, special events, and private homes. I loved how this company caters to Industry, Brands and Personal end user. Through events they brand industry using scent, more individually with retail brands and have even developed a range of candles for people to have in their home.
They spoke about synesthesia, when people are triggered through sensory perception it biologically producers another automatic response related to memory. With sensory branding you are creating a new memory, it is important to reach the market with just enough information they are familiar with and at the same time introduce them to new information about your brand. Ted Baker’s (the other brand represented at VAMFFBIZ) once said‘The secret to fashion is to lead not follow, but not too far.’
Olfactory branding is not a digital experience but a retail one, but when you link a scent to a colour, feel, and ultimately memory you have a neurological way to trigger a persons memory and increase your chance of being their go to supplier, creating loyalty. Think of the French tale by Patrick Suskind, ‘Perfume.’ the main character creates this scent and uses it to commit mass murder by attracting people to this insatiable odour they cant resist! Misted!
Interesting smell is the strongest sense after sight and while not everything has scent it is a very strong trigger for memory and impulsive behaviour. Understanding a market and why they buy a product you can curate the touch points in branding to perpetuate the emotional response they receive from the purchase and use of your product and therefore making the neurological triggers stronger.
Sensory branding is very similar to what coaches refer to as N.L.P (neuro linguistics programming) while N.L.P is not purely olfactory processing it is certainly one of the strongest modalities of thinking and perceiving. Cultural touch points in different country’s alter vastly so if your company is catering to an international market it is important to understand the diversity of perception and emotion across culture.
Ted Baker’s brand communication director Craig Smith (UK) enlightened us on the humble beginnings of British brand Ted Baker and got a sense they are very measured, low risk taker, secure and solid establishment that believes in absolute integrity of the product. Ted Baker continuously strives to produce engaging aesthetic communication that is innovative and cost effective.
Their first attempt to reach out and expand their markets came in the form of education, educating the public about the brand, fabric and companies culture. Ted Baker the man enjoyed stepping away from it all to retreat to nature to be inspired and birth new innovations. He seems to have had a quirky, yet witty personality that has filtered through the branding of his company still to this day.
The huge expansion for Ted Baker happened when they discovered a new fabric they were absolutely taken with and believed in 110%, a viscous/rayon that saw them buy millions of meters that could be coloured easily in the pallets associated with brands sense of fun and made into the famous t-shirts! The move to this new fabric was massive for a company not into taking big risks but it proved a success and turning point in their history with the first year seeing week after week sell outs of the new range.
Now a multi-national company, operating and expanding globally, Ted Baker stores engage local culture with bespoke retail interiors that capture the local scene and blend it with the elements of the brand heritage, again offering enough familiarity for the consumer to feel comfortable while being introduced to new content in a unique fusion of quirky shopping experience and a solid product. The stores also generate staff enthusiasm for the brand, perpetuating the loyalty to the Ted Baker culture.
The brand has evolved online with Hashtagtastic campaigns, blogs and interactive approaches to the digital medium and continues to be experiential in its approach to marketing trying new things and measuring the results of their success. The latest campaign captured the Showman spirit of Ted Baker himself and the humour and wit of the man who built his fashion kingdom.
Thoroughly enjoyed all three speakers and learned that there is no one formula to brand success and marketing communication but rather synchronising all the authentic elements to bring your offering to a commercial market and delivering it in a way that your audience can recognise and be open to receiving. While a great product has value within itself unless your communicating that value in a way that can reach the information saturated markets of consumers, they will not be aware. Building awareness and loyalty is a process that is uniquely ‘yours’ as is the product itself.by