The findings from the research gave us a good understanding of the role of the senses in creating brand loyalty. The study confirmed that the brands with sensory depth were particularly strong, with clearly defined, globally understood and distinctive brand identities, and with relevant and aspirational brand values. In some respects at least, these brands had deliberately built their sensory values and are now benefiting from owning such associations.
What we learned:
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People who recalled multiple senses for a brand were more likely to think that it was important to choose a specific brand than those who did not. |
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Across all of the brands surveyed, sight tended to play a supporting role to the other senses. |
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Taste, touch and smell are intimately involved in creating a great brand experience and continued loyalty. |
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Nearly a third of consumers surveyed claim the ability to distinguish one car brand from another by the sound of their doors closing. |
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Sight does not have a significant relationship with experience across the brands studied, but wields influence through creating perceptions of leadership and clarity. |
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Sensory synergy is achieved when all senses work to a common theme. |
Chart: Multiple senses interact to drive brand choice
Chart: Emotional Response
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