Dollars & Sense: The Case for Sensory Branding

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Dollars & Sense: Why Invest In Sensory Branding


Richard Swain


Research shows that today’s marketing budgets over-invest on visual elements and under-invest on assets that impact our other four senses. With the rapid growth of voice technology and immersive brand experiences, there’s never been a better time to discuss the merits of sensory branding. In his presentation, Huge head of branding, Richard Swain looks at the companies leading the way in haptic branding, audio identity development and branded scent design. Introducing a framework for thinking about sensory brand systems, Richard will demonstrate the exciting opportunity—and potential pitfalls—of connecting with users on a more emotional and subliminal level, asking whose job it is to manage this and assessing the point at which influence teeters into manipulation.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

Primary Entry: Platinum Badge, Interactive Badge
Secondary Entry: Music Badge, Film Badge
Format: Presentation
Event Type: Session
Level: Advanced