Beyond The Screen: The Future of Branding in a Multisensory World

In the evolving landscape of brand marketing, each era has been distinctly marked by the media and technology of its time, compelling brands to evolve or face obscurity. From the melodious jingles of radio's golden age to the immersive technologies of today, branding has continually transformed to resonate with audiences across different eras. 

As we look toward a future enriched with spatial computing, Augmented Reality (AR) and Mixed Reality (MR), we are witnessing the dawn of a new chapter in brand marketing—a chapter where branding transcends traditional media to enter a realm of immersive, multisensory experiences.

Let's look back into history and see how brand has evolved with the technology of the era.

The Radio Era: The Dawn of Audio Branding

Often celebrated as the golden age of audio branding, this was a pivotal time in brand marketing when the power of sound was ingeniously harnessed to forge lasting brand identities. This era saw the birth of catchy jingles and memorable slogans that deeply resonated with audiences, laying the groundwork for modern brand marketing strategies.

Kellogs Rice Krispies: This iconic slogan for Rice Krispies effectively used onomatopoeia to mimic the sound of the cereal when milk is added. It became more than just a jingle; it created a vivid auditory experience that became synonymous with the brand.

Alka-Seltzer's "Plop, plop, fizz, fizz": This jingle, with its simple yet catchy rhythm, effectively conveyed the product's use and became an iconic catchphrase in American culture. This was a example of how a straightforward auditory cue could embody a brand's essence. This article from Yale SOM suggests that a systematic approach to engaging all five senses—sight, sound, touch, smell, and taste—will be crucial for brands aiming to win consumer loyalty in the future.

Oscar Mayer's "I Wish I Were an Oscar Mayer Wiener": Introduced in the 1960s, this jingle became a massive hit, making Oscar Mayer a household name. The song was catchy, fun, and encapsulated the brand's appeal to families and children.

These examples from the Radio Era highlight the era's innovative spirit, where auditory branding was not just about advertising products but about creating an experience that lingered in the public consciousness. These jingles and slogans transcended their commercial purposes to become integral parts of popular culture, demonstrating the lasting impact and power of effective audio branding.

The Television Era: Visual Storytelling and Emotional Connection

The Television Era marked a significant shift in brand marketing, where visual storytelling and emotional connection became paramount. This era saw the emergence of commercials that transcended mere advertising to become cultural landmarks, deeply influencing brand communication and viewer engagement.

Volkswagen's "Think Small": A groundbreaking campaign for the Beetle, this ad subverted the norms of automotive advertising in print and television with its minimalist approach and clever humor, making a lasting impact on viewers.

Coca-Cola's "Hilltop" This iconic commercial, featuring a diverse group singing "I'd Like to Buy the World a Coke," epitomized the power of television in creating a unifying, feel-good message that resonated globally.

Apple's "1984": Directed by Ridley Scott, this ad for the Macintosh computer was a cinematic masterpiece that broke the conventions of advertising, presenting Apple as a symbol of individuality and innovation.

These commercials and campaigns from the Television Era exemplify how brands began to harness the power of visual storytelling to forge an emotional connection with their audience. They didn't just sell products; they told stories, evoked feelings, and created experiences that resonated with viewers on a deeper level, setting new standards for brand marketing in the television medium.

The Internet Era: Global Reach and Viral Campaigns

The Internet Era ushered in a dynamic shift in brand marketing, characterized by its global reach, data-focused user-targeting and the explosive potential of viral content. This period witnessed innovative campaigns that leveraged the internet's unique ability to foster worldwide conversations and redefine brand identities.

Dove's "Real Beauty Sketches": This campaign challenged conventional beauty standards by showing women that they are more beautiful than they think. It resonated deeply, sparking global discussions (directly online and in media) about beauty perceptions.

Old Spice's "The Man Your Man Could Smell Like": This campaign combined humor and surreal imagery, redefining how brands could engage with audiences online. It became an absolute viral sensation, reinvigorating the Old Spice brand for a new generation.

Red Bull's "Stratos": Featuring Felix Baumgartner's space jump, this live-streamed event exemplified how a brand could create captivating, real-time content that captivated millions globally, enhancing the brand's association with extreme sports and adventure.

These campaigns from the Internet Era highlight how brands started to exploit the internet's capacity for global engagement, interactive content, and viral marketing. They not only promoted products but also sparked significant cultural conversations, engaging audiences in unprecedented ways and reshaping the landscape of digital brand marketing.

Evoking a Feeling: Pioneering the Multi-sensory Experience

In the future, the most successful brands in multi-sensory marketing will be those that can transform their brand into a feeling or vibe, evocable through various senses and not confined to a logo, video or even a screen. This approach requires a deep understanding of the brand’s core values and how these can be expressed through different sensory experiences.

Starbucks is probably one that everyone is most familiar with. They mastered multisensory marketing early - effectively turning the experience of visiting their coffee shops into a multisensory experience, from the aroma of freshly brewed coffee to the distinct ambience and acoustic signature of their stores.

Another obvious example is Apple, a brand which has consistently created an experience around its products that extends beyond the visual. The distinct tactile feel of an iPhone's surface, the sound of Siri's voice, and the minimalist design and distinctive scent of Apple stores. All of these elements contribute to a cohesive brand experience that is instantly recognizable. Apple themselves are bringing forth a new world of spatial computing - there is no doubt they are also thinking about how their brand will extend and evolve into this new world.

Aston Martin, emphasizes the significance of maintaining a brand's essence through multisensory branding. Aston Martin's meticulous attention to the sonic, tactile, and olfactory elements of their luxury cars—such as the distinctive engine sound and the aroma of the leather interior—illustrates how brands can enhance the consumer experience. The manufacturer also focuses on unique experiential events, like the off-road experience at the Las Vegas F1. This approach ensures that every aspect of the brand resonates with its identity, fostering a deeper emotional bond with consumers.

Mastercard is skillfully embracing the evolution towards multi-sensory branding, preparing for a future where the tangible credit card is a relic of the past. Mastercard has made amazing strides in sound, taste and scent marketing in the recent years.

Starting with sound, Mastercard introduced a comprehensive sonic identity that globally harmonizes with each transaction and modernized its visual logo for the digital era, while also exploring innovative tactile card designs. This integration of sensory experiences allows Mastercard to become a part of consumers' daily lives in a more profound way.

In a creative collaboration with the esteemed French bakery Ladurée, Mastercard has launched unique macarons flavored to symbolize optimism and passion, reflecting its iconic red and yellow colors. These specialty macarons, available at select Ladurée locations, are also distributed to Mastercard clients at various events and conferences, deliciously embodying the brand's essence.

Mastercard's foray into scent marketing showcases a forward-thinking approach to multisensory branding. In a novel partnership with Firmenich, they unveiled two bespoke fragrances, Priceless Passion and Priceless Optimism, weaving these into a broader branding tapestry that also features a unique brand mark and melody, alongside innovative macaron flavors. Crafted by renowned perfumers Dora Baghriche and Marie Salamagne, these scents embody Mastercard's aspirations of passion, optimism, and inclusivity, aiming to forge a deeper brand connection through the powerful medium of scent. This initiative highlights how scent marketing can transcend traditional advertising, creating distinctive and emotionally resonant brand identities in a digital-first world.

Further expanding into the realms of Augmented Reality (AR) and Virtual Reality (VR), combined with experiential marketing strategies, Mastercard is redefining itself beyond a mere financial services entity. It is becoming a brand known for offering immersive and unforgettable experiences.

Highlighting this strategic shift, Raja Rajamannar, Mastercard’s Chief Marketing Officer, points out the criticality of crafting unparalleled brand experiences that break free from traditional sensory bounds. The "Priceless Tables" initiative exemplifies this vision by providing consumers with memorable dining experiences in extraordinary settings around the globe, thereby not just enhancing the brand's image but also sparking widespread social media discussions. This move mirrors a larger trend where brands strive to connect with consumers through innovative, multisensory experiences that foster deep emotional connections.

Marriott's strategic deployment of signature scents exemplifies the potent role of scent marketing in elevating customer experiences and solidifying brand identity. The process of selecting a signature scent demands a deep dive into brand identity, understanding the target audience's preferences, and crafting the intended guest experience. AeroWest highlights that a scent aligned with the brand's image can significantly boost guest satisfaction and loyalty, enhancing both the perception of the brand and the inclination to revisit.

This sensory branding effort, as adopted by Marriott and other leading brands, leverages research-supported insights that scents powerfully trigger emotions and memories, serving as a key differentiator in a crowded marketplace. The success of such olfactory marketing hinges on crafting scents that resonate with a brand’s core values and messaging, ensuring a deep, emotional brand-customer connection.

Furthermore, scent marketing’s role in creating distinctive, memorable customer experiences is increasingly recognized across various industries. It’s not just about the aroma but the emotions and memories these scents evoke, subtly reinforcing the brand’s message. Apple and Starbucks, for instance, have successfully used this strategy to create unique atmospheres that enhance customer experience and brand recognition. This approach to marketing, blending sensory experience with brand identity, sets a new standard for engaging customers on a deeper, more instinctive level.

But these are just the very beginning of what's possible. 

It's all about creating

a vibe,

a feeling,

that resonates on a deeper,

more primal human level. 

This is where digitized touch and smell come into play, offering new dimensions to the brand experience. It's not far-fetched to imagine a future where a virtual store not only looks like its physical counterpart but feels and smells like it too.

In this new multisensory era, the mandate for brands is clear: adapt and innovate. 

This is a thrilling new territory, brimming with possibilities for deepening customer engagement. Brands that embrace this challenge and explore the potential of multisensory experiences will emerge as pioneers in the future landscape of brand marketing.

For brands willing to experiment with these new technologies, the opportunities are boundless. Imagine a car brand that can not only show you a virtual model but let you feel the texture of its leather seats and smell the new car scent. A beauty brand that lets you viscerally and figuratively ‘feel’ what it’s like to use their products. A fashion label that can strike up a feverish fandom through virtual fashion in immersive gaming experiences - setting the trend before a single stitch is made on a physical product.

This is the new kind of immersive, emotive experience that will not just redefine the way brands market themselves - it will redefine how consumers ‘feel’ about brands themselves - from the abstract to the physical.

The future of brand marketing is here, and it is multisensory. 

As a Marketer, Where do I start?

As we embrace the multisensory era, it's crucial for brands to start experimenting with and integrating these innovative experiences into their marketing strategies. 

May I suggest that you start you multi-sensory branding journey by;

• Identifying the core essence of your brand and brainstorm how it can be translated across senses beyond sight and sound. Challenge your brand creative team, in-house or agency, to extend the existing brand guidelines to the other senses. Starts with sound first - it’s probably missing but is the one that will have instant utility as it can be used in audio channels such as music streaming and podcasts - as well as incorporate into your video strategy.

• Collaborating with technology partners to explore AR, VR, and sensory technologies that can bring your brand's story to life in new dimensions. Small-scale pilot projects can help gauge consumer response and refine your approach. Please reach out if you would like to know which studios and technology partners are top-of-class when it comes to developing multi-sensory brand assets.
• Investing in customer feedback mechanisms will be key in understanding the impact of these experiences. Marketers should also stay abreast of emerging trends and technologies in multisensory experiences, attending workshops and conferences to network with pioneers in the field. 

In the end, the aim is to forge an unforgettable brand experience that deeply touches the hearts of consumers, kindling a profound emotional bond and cultivating enduring loyalty. By embarking on this journey, brands can masterfully traverse the intricate terrain of multisensory branding, distinguishing themselves as luminaries in a dynamic and competitive marketplace.

If you liked this article and would like me to write more about multi-sensory branding, please like and share this with your network. I would love to hear about your brand and where you are on your multi-sensory journey.

I'm also building out a directory of studios and partners that are at the top of their game when it comes to producing multi-sensory assets. Please comment below or feel free to message me directly if you are interested in this resource.