I have been intrigued by the Martin Lindstrom's ideas first published in his path breaking book - BrandSense (http://books.google.com/books?id=ecfahP4jmrAC&dq=martin+lindstrom&printsec=frontcover&source=bl&ots=rhVSe-lLoz&sig=AKT2HcaQPsDUZA0CJnQ6DlJWvFg&hl=en&ei=3QChSo6fEYSItgfZz6n3Dw&sa=X&oi=book_result&ct=result&resnum=3#v=onepage&q=martin%20lindstrom&f=false) and then in Buy-o-logy.
Last week during a visit to the famed Hershey Park, http://www.hersheys.com/chocolateworld/chocolate_tour.shtml, I had the opportunity to "experience" Martin's ideas, during the chocolate factory tour.
The chocolate factory tour puts visitors through an experience that appeals to all 5 senses. You can smell chocolates (at each stage), you can hear the sound of raw materials being added to the equipments, you can "obviously see" each stage and the free samples they distribute ensure that you "touch and taste" the chocolates.
Its understandably difficult for all businesses to appeal to all senses - especially service businesses. However, if service can be "productized" (sic), there is a good possibiility of appealing to at least 3 out of 5 senses. Disney does a great job of doing that.
I would recommend reading Buy-o-logy and Brand Sense to get a "sense" of where the branding world is going.
- Udayan
Comments