The gleaming shiny back of the iPod, the feeling of the clickwheel. And Nokia’s marketing the hell out the steel housing for their 6170. The sensory experience is very important.
“Mr Lindstrom suggests that brandbuilders can learn from organised religion, where sensory experiences (the smell of incense, the cry of the muezzin or the taste of a sacramental wafer) have been blended for centuries to bind consumers closer to the faith. It is no coincidence that some of the brands that appeal strongly to a wide range of senses have themselves gained the power of religion. The Harley-Davidson bike, the Prada bag, the Apple Mac: all, in their way, have occasionally been touted as objects of worship.”
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