engage senses

One of the things I really like with Coca-Cola ads is how they engage your senses to connect with you at different levels:

  • sight is the sense of seduction.
  • sound affects mood.
  • touch creates connections.
  • smell triggers memory.
  • taste means life.

Here are some examples. Watch them paying attention to how your senses get engaged (thirst; a sugary taste; the refreshing touch of water splashes and bubbles; the smell of freshly-mowed grass; the warmth of the sun on your face; a joyful happy tune; their registered sounds of ice cubes and the “pshit” of opening their bottle…)


And the sexiness of Coca Cola Light (aka Diet Coke):


And just for fun, the 1997 version of the Coca Cola Light ad:

sound creates mood


Sounds have an impact on our mood. Who has never listened to specific songs to boost their energy or quiet down? Some noises like alarms are designed to stress us out since stress increases adrenaline production and makes you more alert and better able to react in case of life-threatening circumstances.

Many movies rely on their soundtrack to create the right mood and atmosphere at the right time.

Let’s take Star Wars by Lucasfilm Ltd., and its soundtrack by John Williams. There is a lot of literature around the Star Wars soundtrack, and how some of their most iconic tracks are based on very simple and recognizable harmonics. Try to imagine some of their scenes, but without John Williams… Here is an example with the Throne Room scene at the end Star Wars: A New Hope.

Here is the original scene:


And here it is again, without John Williams… And with a new sound for Chewbacca too!

6 layers to a brand strategy

A brand strategy needs to contain 6 different sorts of elements:

  1. a consistent core essence that defines what it stands for at its center, and to which individuals can relate to during every interaction.
  2. a few key differentiators that when put together make that brand truly unique.
  3. three to five items that your audience can concretely benefit from.
  4. behavior attributes that people can identify with when interacting with a brand, as if it was another person.
  5. a story that will engage an audience emotionally by transporting them through a narrative they feel part of.
  6. sensorial elements that activate as many senses as possible to deepen the connection through different levels of connection.