In the beginning – there was the product
First impressions dictate whether a product is purchased or not. Many companies are now working with sensory branding in a bid to awaken customers’ curiosity and induce them into putting their hand in their pocket. The process is all about drawing a customer’s attention to a product through as many senses as possible.
Until recently companies had been focusing on just two: sight and sound. But in the past few years, touch, taste and smell have started playing a decisive role in sales.
The early days of sensory branding are still recent, and it was only after the dawn of the new millennium that companies and researchers started to give the subject any serious thought. This is also illustrated by the fact that the first academic conference dedicated to the topic, organised and led by Professor sensory branding pioneer Aradanha Krishna, did not take place until 2008. The conference proved to be a watershed moment, with more and more companies subsequently developing an interest in this marketing discipline from that point on.