Synaesthesia

Alan Branthwaite and Peter Cooper

Current concepts of brands pay full attention to the rational and symbolic but often overlook their sensory, experiential or synaesthetic aspects.

synaesthesia

Researching the power of sensation

Peter Cooper andAlan Branthwaite CRAM International

New Facets of Brands

The challenge to marketing is to keep developing brands so they remain in tune with their market, or find new opportunities to exploit.

Much of this development has relied on one of three approaches:

  • Improving product performance and attributes innovate by developing new formulations and added features or ingredients;
  • Revitalising the interest and status of the brand communicating the brand's core, essential truths...

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