Speech of Karsten Klepper

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Institut fr integrierte multisensorische MarkenbildungThe future of marketing multisensory branding: yesterday, today, tomorrow.Karsten Klepper 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrated multisensory branding Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrated multisensory branding Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungSightSoundScentTasteTouch 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungSightSoundScentTasteTouch1.000.000150.0004120.000Source: bertragungskapazitten ins Gehirn in Liter Eigene Darstellung in Anlehnung an Birnbaumer/Schmidt 2006 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungSightSoundScentTasteTouch83113,51,51,0Source: Eigene Darstellung in Anlehnung an Hensel, 2005; Bream, 1985 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT Luxembourg Egmont EhapaInstitut fr integrierte multisensorische MarkenbildungSightSoundScentTasteTouch 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungSightSoundScentTasteTouch8. month4. month3. month3. month6. weeksSource: Multisensory as a baby Birnbaumer/Schmidt 2006 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungSightSoundScentTasteTouch58 %41 %45 %31 %25 %Source: Wichtigkeit der Sinne bei Kaufentscheidungen/ Lindstrm 2005 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungWHY? 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung25.000.000brands worldwide 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung1.346.000brands 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung30.000.000.000 media spendings 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung32.000new products each year 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung150products we use 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung3500messages per day 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung0,0004 %of all information reach your consciousness 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung90 %of your experiences are stored 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildunglearn experience remember 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungHigher Brand Recall Ability to store experiences in your memory80-90%40-50%10-20%Number of Senses addressed:12-34-5 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungWont be one sense enough? 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungYou have money. 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung500.000.000 media budget / year 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungMarkenworkshop_Markus Hofmann 2011 - Corporate Senses, Institute of integrated multisensory Branding RED BRANDING 2009 1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungJuli. 25 2008 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding RED Luxembourg 1st EVENTSUMMIT BRANDING 2008Institut fr integrierte multisensorische MarkenbildungYou have time 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung1000years 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungSightSoundScentTasteTouch 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungNotaSensorik 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungNotaSensorikMethodology for creating holistic brand experience by developing a brand integrated, multisensory and coherent. 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungCorporate Senses: Thinking in concepts 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungPlease close your eyes. 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungPleasureFunIHRE FSSESIE EINENWARMEN, WEICHEN SAND. SIE TRINKEN HREN PAPAGEIEN. VOR. STELLEN SIE SICH DAS MEER FHLEN MANGO-KOKOS COCKTAIL.HotCaribbeanExoticDistance 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungOCEAN/ BEACHMANGO/ COCONUTCaribbeanWARM/ SANDREGGAE/ PARROT SWEET/ TROPICAL 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungCaribbean 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung??? 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungBRAND 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungMultisensory Branding today 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungDeutsche Bank Brand PromiseLeistung aus Leidenschaft Passion to perform 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungDeutsche Bank Brand ConceptPASSION 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungColor association Passion61 %14 % 8% Source: (The Impact of colors, Mrs. Dr. Heller, 2005) 7% 5% 5% 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungDeutsche Bank Corporate ColorDisctance 65% Coldness 51% Sportive 40% Rational / TechnicalSource: (The Impact of colors, Mrs. Dr. Heller, 2005) 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungConflict in perception and experienceDisctance 65% Coldness 51% PASSION Sportive 40% Rational / Technical 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungSightBRAND 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungBMW Brand PromisePleasure to drive. 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungBMW Brand ConceptPLEASURE 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungBMW Color association of pleasure29 %17 % 13 % 12 % 12 % 10 %Source: (The Impact of colors, Mrs. Dr. Heller, 2005) 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungBMW Sound association of pleasurePLEASUREHEARTBEAT 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungSightBRAND 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungWhat we cant see. 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungAcustic decoding PleasureSource: Groves Sound CommunicationsFREUDE 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungAcustic decoding BMW Sound LogoQuelle: Groves Sound CommunicationsBMW Sound Logo 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungAcustic decoding PleasureSource: Groves Sound CommunicationsFREUDE 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungAcustic decoding Audi Sound LogoQuelle: Groves Sound CommunicationsAudi Sound Logo 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungSightBRAND 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungBRAND 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungBrand conceptCoherentBrand concept 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungBrand conceptCoherentBrand core 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungNotaSensorische survey 2010 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungWhat does Luck taste like? 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungWhat does Power sound like? 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungIntegrated multisensory brandingPower Coding of PowerVisuellAkustischOlfaktorischGustatorischHaptischDe-coding of Power 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungSightTasteSoundBrand ConceptTouchScent 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungMultisensory EnhancementStronger brand recall85Multi-dimensional congruentBrand Recall in %75Mono-dimensional Multi-dimensional Incongruent65123Days (Direct contacts with the brand)45 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildungbe multi-sensory 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildungbe multi-sensory but coherent 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische MarkenbildungThinking in Concepts 2011 - Corporate Senses, Institute of integrated multisensory Branding1st EVENTSUMMIT LuxembourgInstitut fr integrierte multisensorische Markenbildung 2011 - Corporate Senses, Institut fr integrierte multisensorische Markenbildung Institute of integrated multisensory Branding1st EVENTSUMMIT Luxembourg INA AWARD 2011Institut fr integrierte multisensorische MarkenbildungMany thanks. 2011 - Corporate Senses, Institut fr integrierte multisensorische Markenbildung Institute of integrated multisensory Branding1st EVENTSUMMIT Luxembourg

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