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

Pippa Bailey
MMR 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 decision-making process. Emotions are cued by sensory characteristics and all touchpoints should be aligned in order to catapult brands beyond mediocrity. This realisation represents a major advancement in the way we think about sensory characteristics and the manner in which they influence purchasing behaviour.