Sensory Storytelling: Crafting Brand Narratives Through Sight, Sound, Smell, Touch, and Taste

Abstract

This chapter delves into the field of sensory marketing, a rapidly growing discipline. It primarily focuses on the increasing use of multi-sensory experiences as a powerful tool in modern marketing. The chapter emphasizes the significant influence that the five primary senses-sight, hearing, smell, touch, and taste-have on consumer behaviour. It also provides a detailed exploration of each sense and how marketers can effectively use multiple sensory inputs to engage consumers emotionally and foster strong connections between their Brands and them. The chapter further examines various examples and current trends that deliberately incorporate points of contact with different sensory components, leading to enhanced brand differentiation in the dynamic landscape of contemporary marketing.