Weaving Sense, Symbol and Story into Brands

Feb 11 2016 Published by neilgains under brand essense

The central argument of Brand esSense is that brands can leverage multiple touch points to enhance their brand identity by sending consistent messages across the stories they tell, the symbolism that they use and the way that they engage the different senses in customer experience of interacting with the brand. Building consistency and linkage across brand stories, symbols and sensory experience enables brands to build stronger assets that increase the mental and physical availability (i.e., visibility) that drive brand growth (read more on this here).

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Does your Brand have the Right Emotional Profile?

Mar 27 2014 Published by neilgains under emotion

Has the marketing world finally caught on to the importance of emotion in advertising and branding? I’ve read a flurry of articles recently, and finally in the mainstream marketing press, discussing the importance of leveraging emotions.

This is a topic that TapestryWorks have been discussing for a long time, although we can’t claim to be the first. Many have seen their importance, since the beginning of the advertising and market research industries, although the argument was buried for decades by models of ‘persuasion’ that permeated the rational minds of big business. Read more »

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The Colour of Business

Mar 10 2014 Published by neilgains under sensory branding

When you see a pink ribbon what do you immediately think of? If you’re like me, you will make a connection to the Breast Cancer Awareness campaign, which has made a pink ribbon its own unforgettable icon.

Our visual perception dominates the senses, and colour is the most powerful of our visual sensation, which is why I place it at the top of the sensory hierarchy in the esSense® sensory branding framework presented in Brand esSense.  That’s because colour primes humans like nothing else, not only because of its powerful symbolic value, learned through nature and culture, but also because it can have a direct physical effect on our bodies. Read more »

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30 Ways to Connect with your Customers

Feb 12 2014 Published by neilgains under sensory branding

How does your brand show its true identity? Many brands focus on their visual appearance and most especially their logo, against an already cluttered and over-crowded visual environment. There are huge opportunities in exploring how brands can connect with their customers across other less densely occupied touch points. Read more »

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Asking Questions Without Asking The Question

Apr 20 2012 Published by neilgains under market research

Curiosity has it’s own reasons (Einstein)

The lifeblood of market research is curiosity and curiosity is a great thing in all aspects of life (as Einstein said so eloquently on several occasions). Market researchers are very adept (and trained) to ask lots of questions, but I think we ask far too many and should ask far fewer and be smarter in the way we design research in order to do that. Let me be clear from the start. Asking questions in market research is very often at best a waste of time, and at worst positively misleading. Read more »

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