Traditionally, brands have focused their communications attending only to one sense: the sight. They used to create contents and messages that “enter us through the eyes” However, the increasing requirement of consumers, the presence of even more competitors and the development of human brain through neuro-communication and neuro-marketing have forced brands to take into account all human senses.
Everything we communicate reaches the receptor who assimilates it, even before of being aware of it, through the smell, taste, hearing and sight. Every sense plays a basic role in the interpretation of the message made by the addressee of the message.
In this article written together with Diana Gavilán, Professor and Researcher in the area of Experiential and Sensory Marketing at the Universidad Complutense de Madrid and one of the most well known specialists in Spain of Sensory Marketing, and Fernando Carruesco, Consultant of the Consumer Engagement Area at LLORENTE & CUENCA Spain, we introduce Sensory Communication.
David G. Natal, Head of the Consumer Engagement Area at LLORENTE & CUENCA Spain