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Business, Management, and Marketing

What Does Your Brand Smell Like?!

Coffee and PastryIn his book Brand Sense, Martin Lindstorm mentions how your brand can have look, feel, sound, and smell. It is an eye opener on things I never knew existed. There are bits and pieces here and there that when put together makes great brands what they are today. An example from the book; the Coca Cola bottle designed in a way that when smashed, it is still recognized as, oh well, a Coca Cola bottle.

The sensory experience is not only theoretical; actually it cannot be more practical. In different occasions I stayed at Rotana hotel series in Dubai. Once you are inside the hotel you cannot mistake the distinguishable aroma in the corridors nor the look of the natural flowers dipped in the water bowel with lit candles beside it. You find this when you least expected it in a derelict connection tunnel between hotel and mall.

So, can this be applied in small businesses? Yes absolutely :-). If you have a bakery shop, why not install exhaust fans to the street to let the “smell” sour outside. Why not to put a small bird house and feed them with bread crumbs (look and sound). Or may be have a small table for two with fresh flowers and a small coffee machine around the corner for the sake of aroma (look and smell). People might not buy coffee or the small table might not generate “revenue” but it will certainly bring up happy memories of loved ones and will add up to the sum of the experience ;-).

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It is About Presentation

Megamind

Megamind

From the movie Megamind:

Megamind came out of what seems to be a group of small bots in a formation shaped as his mega head. He walked like a performer owning the stage, in his super-devilish-blacked-leather evil suit talking to the real bad Titan saying “u r a villain alright but u r not a super villain”

Replied Titan: oh yeah, what’s the difference?!

Megamind: Presentation … Mowahaha

In my study of marketing, the concept of packaging baffled me. And from what I see in the market, a lot of businesses ignore the presentation and packaging of their products.  What baffled me is how small thing like packaging is studied as a science! Not to mention labeling!! No wonder Steve Jobs said: “I want our customer to feel the experience, the moment they open the package”. Guess what Steve we did :”)

The main function of packaging is to contain the product, promote it, store it, and sometimes ease the use of it. Every single detail matters, from the color of the package to written information. Based on a study, consumer felt the food is healthier when the package is green.

Actually, this concept can be extended to us, to our work. Remember the last report you submitted, how much time you invested in packaging it. If you did not, I advise you that you do.

Not enough said! The picture will say it all (focus on the packaging)

Tea bag

Tea bag

Yogart

Yogurt

Matches

Matches

Tissues

Tissues

Pumpkin seeds

Pumpkin seeds

Report

Report:

For more:

http://www.boredpanda.com/creative-product-packaging-part2/

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