david hieatt

How many senses does your brand use?

A brand should appeal to all your senses. But most brands only appeal to sight and sound. They leave touch, smell and taste alone. And yet they can be very powerful. Abercrombie and Fitch spray each catalogue with their perfume: it acts as a reminder when you walk into the stores. Jawbone, the portable speakers, sound like a futuristic space ship taking off when you switch one on. If you want convincing that they are state of the art technology, just turn it on. It is quite something.

The chef Ferran Aria believes that taste is not the only sense to appeal to, which is interesting. Touch can be played with through various temperatures, as can smell and sight. To him the senses become one of the main points of reference in the creative process.

It isn’t just coffee shops that can tap the power of the sense of smell. It isn’t just chefs who can tap the power of the sense of taste. And it isn’t just clothing companies who can tap into the power of the sense of touch. Is your brand using all our senses?

Excerpt from my new book: Do Purpose. Why brands with a purpose do better and matter more.  

More info on My Do Build a Great Brand for very little money Workshop in London in Sept: