47. In the area of sound Microsoft Windows has become the owner of its signature tune. 62% are aware of it. Similarly Nokia has patented its own tune which is easily recognizable. It was invented 7and1/2 years ago. It takes approximately 9 seconds to locate one’s mobile phone and therefore on the basis of receiving on an average 500 calls per month, one can say that one is hearing the tune 15 hours per year. And Nokia is making people aware of it without spending any money. Today there is a 41% awareness of the Nokia tune against a 56% awareness of the Intel tune but only after Intel has spent $ 320 mn. on advertising it.
48. Sound generates mood and memories. It promotes brand awareness. Sound also communicates brand quality. For instance the sound of the car doors closing. It builds brand recognition and builds brand familiarity.
49. We now have an advertisement in ‘People’ magazine that sings an Elvis Presley number. Ads on paper are now talking and singing.
50. According to a research done by Millward Brown it was found that sensibility to sight increases as education increases. With High School education it is 30% while with Graduation/Post Graduation it increases to 45%.
51. Sensitivity to smell is higher among women (28%) than among men (19%). But recall data shows that both sexes are equally affected.
52. Memories get activated and drives brand choice. Our memories are like an untidy, overstocked cupboard. Everything is recalled at once. Senses are the keys to unlocking the cupboard. Experience creates and confirms expectations.
53. Positive experience alone is not enough. Distinctiveness and differentiation also matter. Brand success is more than just a great experience. The components of brand success are : Leader, Clarity, Great experience, and business model.
54. Emotion plays a role between senses and the brand effect. Emotion drives attention and brand processing. Taste is most likely to create the feeling of satisfaction. McDonald’s creates a more cheerful feeling than Burger King.
55. Even among regular users there is a huge difference in loyalty. The more all of the senses are associated the more loyalty is experienced.
56. The Structural Path Model is based on the senses interacting and creating Leadership, a great Experience and Clarity which leads to Choice.
57. Each Brand can be mapped on which senses it is strong or weak. For instance Dove has been shown through research to be balanced on all the senses. While Irish Spring depends more on the sense of smell. Research is now attempting to put financial values on the senses and thereby arrive on the total financial value of the brand.
58. Vision is incredibly important for brands. It gives one the mandate to go beyond the normal. To do something which requires true inspiration and guts. Apple’s vision is “ Man is the creator of change in this world. As such he should be above systems and structures and not subordinate to them” The Credit Lyonnaise Bank’s vision is “You can only be a partner with someone you think of as an equal.”. Vision is not enough. If at the end of the vision statement one crosses one’s brand or company name out and puts competition’s name instead and one finds that there is no difference then throw the vision statement out. There needs to be a tangible difference.
59. At the airport one has these racks for ensuring that only bags of a certain size are carried into the plane as hand baggage. On these racks is usually written all the pertinent legal jargon in fine print which the passenger can hardly read and hardly ever does read. Virgin Airlines thought of this as a branding opportunity in keeping with its Vision and Values. What is written on a luggage rack of Virgin Airlines is “You can have a huge ego but only a bag this size.” This is not bland branding. Need to be provocative and add a sense of humour. This becomes branded jargon vs. legal jargon.
60. We should expect enemies and we therefore need to cut off competition. Even if one’s budget is low one can do something innovative to achieve this. There was a pizza owner in Australia who had a budget of just $700. He used this amount to purchase time on a radio station and the radio spot said the following : “Take your Yellow pages book and tear out all the ‘Pizza pages’ and bring them to his outlet and get a pizza free.” Today he is the biggest pizza owner in Australia.
