Marketing to the senses: A multisensory strategy to align the brand touchpoints

This article encourages marketers to ensure there is consonance between their brand, packaging and product experience on a sensory level, to make sure consumer expectations are met.

Marketing to the senses: A multisensory strategy to align the brand touchpoints

Pippa BaileyMMR Research Worldwide

Understanding the key role of sensory characteristics in delivering consonance and satisfaction across all touchpoints will help new and existing brands to stand out in an increasingly competitive marketplace.

Marketing to the senses

This article is part of a collection of articles on multisensory marketing. Read more.

In recent years there has been an increasing awareness of the importance of maximising the emotional impact of advertising, branding, product experience and packaging to take advantage of the mainly non-conscious shopper and consumer...

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