Chapter 6

In order to create emotional ressonance with consumers and build a strong brand identity, brands need to provide sensory gratification and amusement through engaging and compelling marketing communications.

Those are the five senses:

Consumers are not avoiding or even ignoring traditional means of marketing communications.

An experience takes place when: firms intentionally use services as a stage, and goods as props, consumers in a personal and memorable way.

The more senses are used to stage an experience, the more memorable and effective it will be:

In order to create a strong sensorial brand identity, multisensory brand experiences should be incorporated coehently into three components:

Generation Y and Z are extremely critical on how brands behave and expect that brands keep their brand promises.

The advancements in sensory technology have benefited marketing communications in a very crucial way by providing new and innovative channels of communication.

The last decade marketers are focusing on the use of multisensory stimuli in advertising.

Multisensory brand communications are not related to all kinds of personalized and interactive marketing communications that pull consumers towards brands by activating two or more human senses