BRAND Sense by Martin Lindstrom

Author:Martin Lindstrom [Lindstrom, Martin]
Language: eng
Format: epub
ISBN: 9781439103456
Published: 0101-01-01T00:00:00+00:00

Here’s a question: Is it possible to broadcast an entire TV commercial without revealing the brand’s logo even once? For that matter, without even mentioning the name of the brand? In the Philippines, Nestlé recently decided to take advantage of their leadership position when they launched a new campaign for their flagship brand, Nescafé. I worked hard with the company’s team to find ways to create a TV ad such as the one in question. The secret? To photograph a red mug and only a red mug (if you’re familiar with Nescafé, you’ll probably be familiar with that iconic red mug). Certainly in the Philippines, the brand had attained a nationwide celebrity whereby consumers could identify it immediately with Nescafé coffee. What we came up with was the company’s first-ever TV commercial—featuring a mini-narrative of a young man returning from the city to a small country town. His welcome-home drink? A red cup of Nescafé. Without ever once mentioning the brand, this highly smashable commercial played on every single one of the brand’s smashable elements, and was instantly taken to heart by bloggers across the Philippines, where it even reached cult status. Today, you’ll have a hard time locating the Nescafé logo in the company’s ads—at the same time sales of the brand have never been higher.

The human brain updates images quicker than we see. It accommodates every turn of the head, every movement, every color, and every image. In describing vision, Dr. Diane Szaflarski says, “The efficiency and completeness of your eyes and brain is unparalleled in comparison with any piece of apparatus or instrumentation ever invented.”9

Vision, of course, is the most powerful of our five senses. According to Geoff Crook, the head of the sensory design research lab at Central Saint Martins College of Art and Design in London, 83 percent of the information people retain is received visually. He goes on to say that this is probably because they lack other options.10 The question remains: Is this fact still relevant? Every indication from our Brand Sense study indicates that of all the senses, smell is by far the most persuasive.

When Brand Sense first hit the shelves in 2005, I carried out a series of symposiums across the world. During a session in New York, I had an experience I’ll never forget. A woman approached me and told me she’d temporarily lost her sight six months earlier—and at one point had even wondered whether life was still worth living. Yet as we talked, she revealed a fascinating insight. The first month of her new life without sight, she panicked … and then something very unexpected happened. Suddenly, after a month she was able to find her way around using only her sense of smell, whether it was the location of her neighborhood Starbucks or the street where she knew to turn right that led to her workplace. She even knew when someone was passing her on the sidewalk (and sometimes even knew who it was!). Gradually, her sense of smell became even more intense, as did her remaining four senses.

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