| A couple months ago, on a warm Saturday evening, I | | | | sight. And a good example of brand consistently |
| was sitting on the patio at Stan’s Blue Note in | | | | triggering your eyeballs is McDonalds. You’ll find |
| Dallas with some friends. While I was somewhat | | | | nothing new here that’ll tell you why McDonalds is |
| paying attention to the conversation, as I was updating | | | | number one in the fast food category. And why |
| my Facebook status, I heard a familiar song come | | | | they’ll most likely stay number one for a while. |
| over the bar stereo. “Like a rock, I was strong as I | | | | When you’re driving in your car and you see the |
| could be…” If you’re like me, and not familiar | | | | Golden Arches in sight, a quarter mile down the road |
| with the man behind the music (Bob Seger, I looked | | | | amongst a handful of other fast food joints, odds are |
| him up on Google), you might have another way of | | | | your mind will gravitate towards this iconic sign. |
| connecting with this song…through those long-running | | | | That’s because you probably don’t need to see |
| Chevrolet truck commercials. | | | | the name of the restaurant to know that McDonalds |
| One thing a lot of great brands have in common is | | | | will satisfy your craving for short-term, inexpensive |
| their ability to connect emotionally with consumers via | | | | happiness. At least you know what makes me happy. |
| the five senses: sight, sound, smell, taste and touch. In | | | | While the two aforementioned senses ruled consumer |
| the case of my encounter with Mr. Seger, sound is all I | | | | advertising for nearly a century and a half, according |
| needed to remind me that Chevy trucks are built like a | | | | to world renowned branding guru Martin Lindstrom, |
| rock and can withstand extensive mileage, weather | | | | author of “Brand Sense – Build Powerful Brands |
| and wear and tear for many years. This is great | | | | through Touch, Taste, Smell, Sight, and Sound” |
| example of a brand that drove home a strong selling | | | | (2005), the other untapped senses must be tapped in |
| point with a catchy classic that mirrored its most | | | | order to make an effective sensory connection. |
| important product attribute. | | | | Starbucks is a great example of a brand that tied |
| And when fighting a consumer’s mind for recall and | | | | smell with its most obvious product: coffee. It |
| recognition, especially these days with so much | | | | wasn’t until 2008 when Starbucks CEO Howard |
| traditional and digital clutter, you have to tap into a | | | | Schultz reinstated the idea of freshly ground coffee |
| consumer’s senses and connect with them on a | | | | beans at Starbucks locations. The thought was to |
| personal level. Whether you do it through an exciting | | | | bring back that rich, coffee aroma to trigger that |
| TV spot, a catchy radio tune or a compelling logo that | | | | powerful emotion in Starbucks customers. One whiff |
| shapes your brand around a their brain, your consumer | | | | of this successful smell would leave a mental note in |
| will remember you. | | | | customers’ minds as to where they needed to pick |
| One of the more common, widely exposed senses is | | | | up their next cup of Joe. |