I don't believe it! Another article in Marketing Week this week caught my eye. It's called Innovation Update Design. Prominence was given to a case study on the Swiss Telecoms company called SwissCom (says what it does on the tin).
Aparently their agency has created a "multisensorial identity". Well good for them. But, when you look closer what this actually means is that they have a moving logo on their website!!! Come on guys, is this really the best we can come up with for brand identity innovation?
Someone else in the article talks about needing to move from 2D into 3D communications. Since these ideas have been around since 1915 when coke created the iconic bottle shape as part of their identity, it's hardly innovative, or am I missing something?
83% of all marketing communication spend is purely visual. Now we can have moving logos, this figure is probably going to be even higher. It's linked to the blinkered love affair that marketers have these days with everything digital.There is a huge body of research which proves that smell, touch, sound and taste are just as important to consumers for driving trial and building brand loyalty.
5D communication, using all the senses, is what this blog is all about. There is a growing community out there who understand that truly engaging brand experiences have to appeal across all our senses. There are pioneer brands all over the world creating signature brand fragrances, sonic logos and sensory packaging for example. Now thats really pushing the boundaries in brand innovation.
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