A Culture of Collaboration
The days of large lumbering marketing agencies are over. the meme agency is agile. We developed a culture of collaboration and have an amazing US based talent pool at our fingertips. The talents that we procure for each project are specific to the verticals we serve.
Appealing to ONE additional sense along with sight and sound increases brand engagement by 32%.
Until recently, the most important variable used by brands to generate recognition and develop an identity in the market is the sense of sight. We can appreciate logos, corporate colors, characters and other graphical tools with which one can identify a specific product. In fact, gather a focus group of tweens, and you’ll be shocked at what they’ll recognize. Famous faces wearing white mustaches are instantly recognizable as the decade-long "Got Milk?" campaign. Jewelry presented in a robin’s-egg-blue box is never mistaken for a company other than New York-based Tiffany. The Golden Arches can be seen in every outlet in every franchise in every country all over the world. For Absolut vodka, the shape of the bottle is the shape of the brand. For Pfizer, sales came in the shape of a little blue, diamond-shaped pill called Viagra. And Mac? Well, the graceful lines of Apple products and the famous just-bitten-into logo have infiltrated consumers’ lives to a tune unimaginable. meme also asks its clients to consider how a brand’s look can become a filter for every outward (and inward!) action it takes.
How your brand sounds actually helps communicate your brand’s personality. Take it away, and you lose a crucial connection point with your consumer. Yes, bad sounds can create a negative effect, but no sound can neutralize an otherwise brilliant marketing strategy. Three decades ago, the world utilized typewriters, and IBM was a leading manufacturer. When their new and improved model 6750 hit the shelves, the company was sure that the newest feature – a completely silent machine! – would impress all. In fact, quite the opposite occurred. Users wondered if the machine was even on...and they revolted! So IBM actually added an electronic sound to reproduce the functional noise they’d worked so hard to eliminate! So, the next time you hear the shutter click when you take that photo with your smart phone, fire up your PC and passively listen to the Microsoft jingle, or find yourself whistling a jingle, you’ll know the influence the sound of a brand has in your daily life. Bah-bum-bum-bum!
"Touch is the tool of connection; when all else fails, the skin can come to the rescue." Martin Lindstrom, Brand Sense: Sensory Secrets Behind the Stuff We Buy We innately develop physical memories during our lives. Due to self-awareness, we are one of most sophisticated mammals on the planet, and the sense of touch is an extremely powerful memory-stamping sense. Consider Helen Keller, who became deaf and blind through illness. The ornery child was dragged to the water pump by her teacher, Anne Sullivan, who held her hand under the stream while signing W-A-T-E-R into her palm. This marked the beginning of a tortuous, no-legendary journey that ultimately led to literacy and opened up a world of Braille and books that could be read by fingertips alone. In 1916 a designer from the Root Glass Company of Terre Haute, Indiana was asked to design a glass bottle. His instructions were straightforward: design a bottle whose pieces (even the shards!), when broken, would still be recognizable as part of the whole. He did as he was asked. The bottle he designed was the classic Coke bottle, one of the most famous glass icons ever. The bottle is still in service and still recognizable.
"Smell is a potent wizard that transports us across thousands of miles and all the years we have lived." Helen Keller The human nose can distinguish over 10,000 different odors, and it has a tremendous power to evoke memories and experiences. Just as your brand’s sight and sound needs to be clear and distinct, so does its smell. We’re not talking about assaulting your consumers with an aroma they can’t wait to lose. We’re talking about a subtle scent that in some cases is so fully integrated with the brand that you’d hardly notice it. A leading fragrance company, Cinescent (www.cinescent.com), gives marketers the opportunity to pump out their brands’ fragrance in German movie theaters while commercials for those same brands flash across the screen. One ad for Nivea showed a sun-drenched beach scene, with sunbathers lying on deck chairs and towels. Waves crashed. Seagulls sounded. At which point the scent of Nivea sun cream was infused into the cinema, along with the Nivea logo and a tagline, "Nivea. The Scent of Summer." According to the results of cinema exit polls, moviegoers displayed a startling 515 percent increase in their recall for the Nivea ad, compared with moviegoers who viewed the same ad minus the scent. Long story short, the sniffer shouldn’t be overlooked unless it’s on your own face.
Taste and smell are closely interlinked. We often eat with our noses, and taste without smell is virtually impossible. In most cases, we engage the taste sense with food products, but many brands have tapped this sense in subtle ways. For example, the chocolate chip cookie you receive upon check-in at every DoubleTree Hotel is a very calculated and smart move by the hotel chain to attach the sweet, seductive, safe smell of fresh baked goods to every experience you have with them, no matter the location. Newer properties actually have warming drawers behind the front desk! The tactic has become so successful that Googling the yummy DoubleTree gift will show you just how many consumers are working to mimic the recipe. Yes, bubble gum flavors help sell more toothpaste and cough syrup, but your brand doesn’t need to be a consumable to tackle its taste. In the end, taste can be an important addition to your brand’s personality too. Is your brand salty, sweet, sour, bitter, ore umami? Your answers should come to life in the flavors you choose to market your brand.
"...the ability to connect in more emotive and memorable ways holds great meaning for consumers and marketers. Particularly in this economic environment, any emotional edge that you can provide is important – and lasting." ~ Eric Brody, President, Trajectory
We are all intimately familiar with our senses – if not always fully aware of them. It’s only when one of them is missing that we realize how important they are. For some reason, though, the advertising and marketing industries communicate almost exclusively in a world consisting of only one, sometimes two, senses – the visual and the auditory. The fact is that a majority of the 25,000 stimuli all of us are exposed to every day are based on what we see and hear – but only rarely on what we smell, touch and taste. With this in mind, the meme Senses Methodology (mSM) allows us to gather and implement the most fundamentally important aspects of your brand "from the outside-in to the inside-out." This in-depth process is designed to uncover specific characteristics of your brand, and in so doing, create a unique sensory signature that only your brand owns. Together, we can then author and polish messages to your consumer base, employees, business partners, and other important stakeholders. We ultimately create a sensory experience by which your brand is undeniably recognized, and in so doing establish a platform off of which all communications can be written.