Does your brand make any SENSE?

When it comes to your brand appealing to all our senses, only around 84% of all communication in the commercial world appeals to only one of our senses - our vision.

This means that only 16% of communication actually stimultes our other senses.

So what? you may say, but think about this, 75% of our daily emotions are influenced by what we smell, there's a 65%chance of changing someones mood by a exposing them to a positive sound. As brand choices are made emotionally and not rationally then shouldn't we all be thinking of ways to introduce our brand to our customers other senses - touch, smell, sound and taste. Q: What does your brand taste like? Does it have a specific smell? Do your customers recognise your brand just by touch?

For entrepeneurs who love reading, use your eyes and purchase this if you have time:

http://www.waterstones.com/waterstonesweb/products/martin+lindstrom/brand+sense/7218876/

Brand Damage by Association

http://www.ft.com/cms/s/0/66d1d3ec-2f19-11e0-88ec-00144feabdc0.html#axzz1Cyta2vMn

Very interesting article here on the FT website. What would happen if your company or your product was adopted by a demogrpahic or customer that you would never choose to be associated with and what would the implications be to your brand. Think; Burberry and Chavs, Toyota vans being used by the Taliban, Crystal Champagne and Rap Music, Stella Artois now nicknamed 'wife beater' by many and Ferrero Rocher being associated with cheap receptions at party's.

Sometimes brands have no control over their product once it is released into the world.

So what can a company do? If only a small percentage of the wrong type of customer buys its product, a pragmatic approach is to ignore the problem.

If you do need to address it look for a positive spin. Perhaps the first thing to do is to look for a kind of positive that the undesirables represent.

'Marketing is often a process of discovery' - Professor Barwise of London Business School.

It's the final countdown..

Hello,

Just wanting to inform everyone that 'The Brand Group' website will be launched very soon.

We're putting the final nuts and bolts together as we speak and we are hoping to be live by the end of February. Some exciting stuff happening in the coming weeks for the group to, which I will inform you of as and when they are 'blog worthy'. You can keep up to date with our tweets and if you require any help with your brand then please don't hesitate to contact us: info@thebrandgroup.co.uk