# Branded Cognition Multisensory experiences create emotional connections with consumers. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published May 26, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/branded-cognition ## Key Figures - Trend score: 4.5/10 - Evidence articles: 7 ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: Apr 30, 2014 to Apr 7, 2015 - Published: May 26, 2015 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Experience](https://www.trendhunter.com/megatrend/experience), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Alpha, Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Branded Cognition trend ### Multisensory Branding Brands create strong emotional connections with consumers by featuring multisensory experiences. ### Scent-Based Marketing Brands enhance their customer's experiences by incorporating scents into their products and services. ### Curated Soundtracks Businesses create immersive experiences by curating soundtracks that complement their products. ## What the Branded Cognition trend means for industry ### For 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 for Branded Cognition Trend score 4.5 out of 10, from popularity 71%, activity 57%, freshness 8%. - Popularity: 71% - Activity: 57% - Freshness: 8% ## Examples of the Branded Cognition trend 7 featured examples from Apr 30, 2014 to Apr 7, 2015. - [Multisensory Automotive Lounges](https://www.trendhunter.com/trends/the-sound-of-porsche): The Sound of Porsche Pop-Up is Like a Modern Record Store (Category: Autos) Implication: Automakers can leverage immersive experiences and pop-up shops to showcase their brand and vehicles in new and engaging ways. - [Fragrant Experiential Pop-Ups](https://www.trendhunter.com/trends/pop-up-boutique): Glade's Pop-Up Boutique is Branded as One That 'Sells Feelings' (Category: Marketing) Implication: Transforming traditional retail spaces into experiential destinations that provide unique and memorable experiences for customers. - [Music-Pairing Bubbly Apps](https://www.trendhunter.com/trends/krug-champagne-app): The Krug Champagne App Uses Science to Appeal to the Senses (Category: Lifestyle) Implication: 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… - [Scent-Driven Mall Activations](https://www.trendhunter.com/trends/air-wick-life-scents): This Air Wick Life Scents Pop-Up is a Full-On Sensory Experience (Category: Art & Design) Implication: Retailers can use sensory branding and experiential marketing to create memorable in-store experiences that drive foot traffic and sales. - [Fragrant Travel Globes](https://www.trendhunter.com/trends/smells-of-the-world): Heathrow Airport Sends You on a Trip of Smells Around the World (Category: Marketing) Implication: Opportunity for airports, airlines, and hotels to use scent marketing to enhance the travel experience and differentiate themselves in a competitive industry. - [Rapper-Curated Event Soundtracks](https://www.trendhunter.com/trends/sothebys-soundtrack): The Drake for Sotheby's Soundtrack is Sure to Be a Hit (Category: Marketing) Implication: Incorporating curated soundtracks to enhance the art viewing experience and attract a wider audience - [Multi-Sensory Dining Experiences](https://www.trendhunter.com/trends/sublimotion): Dining at the Hi-Tech Sublimotion Restaurant Costs a Hefty $2,000 (Category: Lifestyle) Implication: The hospitality industry has the opportunity to disrupt traditional dining experiences with innovative lighting and projection mapping technologies. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)