Masterclass on Sensory Branding

Brands carry meaning, They shape who we are. They help make –  and are made by –  the world around us. Brands live in our hearts and minds. some command loyalty, like John Lewis and Apple. Some are forgotten, like Wood Milne Rubber Heels. Some reflect a time the now seem shocking or surprising. Consider Craven A cigarettes with their promise, “will not affect your throat”, or Kellogg’s Corn Flakes – promoted after wartime rationing as “deliciously flavoured with malt, sugar and salt.” From 40 years of Star Wars to the Spice Girls and Peppa Pig, every brand tell a story. We’re here to share them with you.

Museum of Brands

Masterclass on sensory branding  
Date: Monday 6 February
Time: 6.30 to 9pm
 
Outline
How do brands use multisensory marketing to convey their brand identity? Simon Harrop, innovator of scent marketing technology, will lead this highly informative, hands-on, visceral and fun evening class. Learn all about how companies work with smell, touch, sight, sound, taste and the emotional engagement this can trigger.
What you will learn  
<UL>
<LI>Learn what makes a brand and how consumer experiences are built across multiple senses</LI>
<LI>Discover the over-reliance on visual brand equity and why, for the senses, 1+1=3</LI>
<LI>Use a framework for analysing the sensory impact of your brand (against your competition) and identifying opportunities</LI>
<LI>Learn techniques, using sensory stimuli, to develop sensory-emotional brand drivers</LI>
<LI>Be introduced to development tools to consider sensory brand staging, brand authenticity and brand dramatization</LI>
<LI>Consider research methodologies which give real insight into emotional response to sensory brand attributes</LI>
<LI>Experience ways to use your sensory brand equities in the total customer experience</LI>
<LI>Explore a framework to measure the ROI on your sensory brand activity  </LI>
</UL>
Throughout this inter-active evening we will make reference to museum exhibits to help us discuss activation ideas, consider industry best practice and be inspired by great case studies.
 
Introducing Simon Harrop  
Founding Director, The Aroma Company Chief Executive Officer, BRAND sense academy
A background in brand marketing management combined with a strong belief in the power of the sense of smell led Simon to form The Aroma Company in 1993. The Aroma Company provides strategic brand development and promotion through the sense of smell to brands as diverse as banks to shampoo manufacturers, supermarkets to cruise ships. The Aroma Company have become the leading innovators in this field.
By 2006 Simon was interested in the ways in which multiple senses could combine to make even more compelling branded experiences for customers and he launched Brand Sense with business partner Martin Lindstrom – who had just released the award winning book, Brand Sense. Their mission was to help carry the message of sensory marketing out to a wider audience. Through this extensive experience Simon Harrop has become a global expert in multi-sensory brand marketing, specialising in knowledge transfer through coaching and consultancy. In his role as a sensory expert, Simon has enjoyed extensive public profiling through media such as the BBC, NBC, International Herald Tribune, Brand Strategy and the Sunday Times. Simon is also a regular speaker, panel guest and contributor on the international marketing conference circuit. Simon has spoken at events such as Marketing Week Live, Retail Interiors, ‘Experience’ in New York, The World Perfumery Congress, TED, SEPAWA conference in Dusseldorf, The Consumer Products Association and The Israeli Presidents Conference. Simon has created sensory strategies for brands such as British Airways, P&G, Harrods and General Motors. Sensory Branding is now used across the globe by companies such as Nestle, McDonalds, Unilever, and Glaxo Smith Kline. The Aroma Company consists of a small team of highly experienced specialists. Although based in the UK, their work is truly global as they advise top international brand executives on how to use sensory marketing for real commercial advantage.

Museum of Brands, Packaging and Advertising

Our {communityGuidelinesLink} describe the sort of content we prohibit on Eventbrite. If you suspect an event may be in violation, you can report it to us so we can investigate.

To report other categories of prohibited or illegal content, submit {link}

Masterclass on Sensory Branding

More events from Museum of Brands

Discover more events from Museum of Brands, from Business to other experiences you might love.

Still looking for the right event?

Explore all events in London and filter by date, category, and more to find the perfect fit.

Masterclass on Sensory Branding

More events from Museum of Brands

Discover more events from Museum of Brands, from Business to other experiences you might love.

You might also like...

Browse more events with different dates, prices, and formats to find your next great experience.

Still looking for the right event?

Explore all events in London and filter by date, category, and more to find the perfect fit.