Category
Lifestyle
Assisted Choices
Trend cluster
Category
Branded
Cognition
Multisensory experiences create emotional connections with consumers.
4.5
Trend score
Trend
What is the Branded Cognition trend?
Branded Cognition: Branded multisensory experiences covertly engage consumers on an emotional level, strengthening pre-existing ties to the brand and boosting subconscious accessibility. In playing up subtle yet recognizable stimuli, brands can reach consumers in an intimate, emotional way that is sure to resonate as a more positive and memorable relationship.
Trend themes
Themes within the Branded Cognition trend
Three behaviours holding the trend together01
Multisensory Branding
Brands create strong emotional connections with consumers by featuring multisensory experiences.
02
Scent-Based Marketing
Brands enhance their customer's experiences by incorporating scents into their products and services.
03
Curated Soundtracks
Businesses create immersive experiences by curating soundtracks that complement their products.
Industry implications
What the Branded Cognition trend means for industry
Where the trend changes the playbookFor
Hospitality
The hospitality industry can create unique experiences by incorporating multisensory elements in their offerings.
For
Retail
Retailers can create more memorable shopping experiences by incorporating scent-based marketing tactics.
For
Art and Auctions
Auctions and art galleries can attract a younger, hipper audience by curating soundtracks that appeal to a new generation of art enthusiasts.
Workshop question
How can you leverage fully immersive, multisensory experiences in the customer-brand relationship?
Trend signals
Trend signals for Branded Cognition
Trend score 4.5 out of 10, from popularity 71%, activity 57%, freshness 8%.
Popularity71%
Activity57%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Branded Cognition trend
7 featured examples from Apr 30, 2014 to Apr 7, 2015CategoryAutos
Multisensory Automotive Lounges
The Sound of Porsche Pop-Up is Like a Modern Record Store
Automakers can leverage immersive experiences and pop-up shops to showcase their brand and vehicles in new and engaging ways.
CategoryMarketing
Fragrant Experiential Pop-Ups
Glade's Pop-Up Boutique is Branded as One That 'Sells Feelings'
Transforming traditional retail spaces into experiential destinations that provide unique and memorable experiences for customers.
CategoryLifestyle
Music-Pairing Bubbly Apps
The Krug Champagne App Uses Science to Appeal to the Senses
The food and beverage industry can explore incorporating sensory elements such as sound and music to enhance the overall dining experience and create a deeper connection with cons…
CategoryArt & Design
Scent-Driven Mall Activations
This Air Wick Life Scents Pop-Up is a Full-On Sensory Experience
Retailers can use sensory branding and experiential marketing to create memorable in-store experiences that drive foot traffic and sales.
CategoryMarketing
Fragrant Travel Globes
Heathrow Airport Sends You on a Trip of Smells Around the World
Opportunity for airports, airlines, and hotels to use scent marketing to enhance the travel experience and differentiate themselves in a competitive industry.
CategoryMarketing
Rapper-Curated Event Soundtracks
The Drake for Sotheby's Soundtrack is Sure to Be a Hit
Incorporating curated soundtracks to enhance the art viewing experience and attract a wider audience
CategoryLifestyle
Multi-Sensory Dining Experiences
Dining at the Hi-Tech Sublimotion Restaurant Costs a Hefty $2,000
The hospitality industry has the opportunity to disrupt traditional dining experiences with innovative lighting and projection mapping technologies.
