The Story

“The Finishing Touch” is the fifth article in a five-part series about using multi-sensory marketing and experiential branding in the banking industry. The articles were authored by CBC’s Jeff Stephens for ABA’s Bank Marketing magazine, which is running the series during this fall/winter.

Branding With All Five Senses
Part five of a 5-part Series on Multi-Sensory Branding & Marketing

Anyone who’s been around a group of marketers discussing “look and feel” knows that the conversation is really just about aesthetics. If there’s any discussion of “feel” at all, it revolves around answering the question, “How does that ‘look’ make you feel?” And there’s no denying that is a valid and important question.

But today’s innovative marketers are looking more and more at the other literal meaning of the word “feel.” In other words, “What does our brand feel like…to the touch?” That’s because these pioneers are consciously tapping into multisensory marketing strategies that build brand equity into the sense of touch…

Continue reading the article here.

This entry was posted on Monday, February 18th, 2008 at 12:20 pm and is filed under Bank Branding, Bank Marketing, Touch points, Experiential Marketing, Branding, Experiential Brands, Multisensory Marketing and 5 Senses Branding. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.