The Physics of Brand by Aaron Keller & Renée Marino & Dan Wallace

Author:Aaron Keller & Renée Marino & Dan Wallace [Keller, Aaron & Marino, Renée & Wallace, Dan]
Language: eng
Format: epub
Publisher: HOW Books, an imprint of F+W Media, Inc.

REACH IN AND TOUCH SOMEONE

OUR SENSE OF TOUCH

Touch is the easiest of the five senses to miss, and one we could not live without. The sense should not be reserved for the product design team (touching a physical product) and the sales team (handshake and slap on the back) inside most organizations. Touch is the sense interacting with our largest organ, 21 square feet of space on our bodies: our skin. From lying on a bed, sitting in a chair, to the simplicity of a proper handshake, touch is a highly personal sense. Touch can bond someone with a brand if you’re willing to break the barrier or thoughtfully design opportunities for touch.

Just in the past decade or so, the hotel industry has realized that the mattress and pillow are critical to their coveted business travelers. If you’re wondering why this wasn’t figured out until the year 2000, we wondered this, too. The experience of a hotel peaks with a wonderful night’s sleep, and research shows the bed is a primary consideration for frequent travelers. If you’ve traveled for business, you know how a change in mattress, pillow, and surrounding sounds can help or hinder sleep. The sense of touch in this experience can lead to deep sleep and deep loyalty. According to the Hotel Managers Group Blog, “Hotels are more likely to attract and retain loyal guests by improving guest experiences. Visitors will respond better to comfortable mattresses and extra fancy linens than they will to a free basic breakfast buffet.”

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