In today’s day and age, the most successful brands are the ones that deliver feelings and emotions. By stimulating senses (like sight, hearing, taste), emotions will be delivered and learning will be stimulated. This is very effective, because our senses are directly linked to the limbic part of our brain that is responsible for memories, feelings, pleasure and emotions.
Imagine you’re buying something at the vegetable market, organic carrots for instance. The price tag says it’s $2.00 for the carrots, which is twice the price you would pay for in the supermarket. You decide it’s too much and want to walk away. And then the owner of the market stand comes up to you and says: “Hold on, for you, the price is only $1.00!” How would you feel in this case?
Do you recognize this feeling while you’re walking through the Nespresso brand store? Everything seems to be in perfect harmony. The colors, counters, even the delicious smell of coffee. Everything just ‘feels’ perfect.
Smell. Isn’t it amazing how a dash of invisible scent molecules is able to transport you right back into a childhood visit to your grandparents? Or how the delicious aroma of freshly baked bread seems to lure you into that little bakery around the corner – despite your strict low-carb diet? And everyone recognizes that typical smell emanating from the box of your brand-new phone or television.
Because consumers are more eager than ever before to evade advertising, advertisers increasingly turn toward more covert methods to display their brands. Product placement – brands and products appearing as props in movies and TV shows – has exploded during the last decade.
