I guess this is the very last round in my search for cases on sensory branding.
The reward is high (up to $30) for great cases - however I only need
two more cases so be very critical before you come up with a
contribution.

In short what I'm looking for are cases on products/brands, which has
leveraged several senses in an untraditional way. Some of the good
cases found by you guys were the Bentley sound case and the Rolls
Royce smell case. Please check out the following search paths:
http://answers.google.com/answers/threadview?id=286276
http://answers.google.com/answers/threadview?id=289136
http://answers.google.com/answers/threadview?id=289642

?with ideas already presented before searching the web. It?s not an
easy task as most of you have searched the web already once - so good
luck to all of you.

All the best,

Martin

Hi Martin!


The Sound of the Siemens Brand 
 
MetaDesign Germany?s leading design agency develops corporate sound for Siemens

?The goal of the project has been to create a complex sound
environment that offers more than just an aural logo or a simple
advertising jingle. Siemens has recognized the importance of the aural
aspect of sensory perception.?

(..)

?The sound specialists at MetaDesign first analyzed the aural roots
and status quo of the brand. The sound logo like the entire corporate
design system  is derived from  the Fibonacci number series.?

?The characteristic syncopated rhythm makes it possible to use various
tonal colors that, in an interplay between "electronic" and "human,"
reflect the Siemens brand.?

?Carl-Frank Westermann, head of the corporate sound unit at
MetaDesign, says, "The sound branding concept captures the core
identity of the Siemens brand and strengthens the brand?s emotional
appeal by audiovisual means."

?In a second stage of the project, Siemens corporate sound will be
rounded off with so-called sound moods. In the middle of this year,
corporate sound will be used as an additional marketing instrument for
the Siemens brand.?

Source: MetaDesign 
http://www.metadesign.de/html/en/101.html



Martin, I wonder if the following information would be useful for your
Tomorrow question:


According to Kate Ancketill, managing director of innovation
consultants GDR Creative Intelligence, one growth area is sonic
branding.


Sonic Branding

"Sonic logos will soon be incorporated into packaging, where
microchips release a short burst of branded noise upon opening," she
says. "Next customer please dividers on checkouts and freezer doors
could be next.?

"Sonic shower technology now exists where you can hear music within a
defined space of a few metres, but be unable to hear it if you step
outside of its invisible field."


Another expanding area is olfactory branding. 

"New varnishes can carry smells released only when the pack is
handled, male pheromones have been used in video stores at night to
encourage the renting of adult videos, and devices are currently being
prototyped which will diffuse smells over the Internet."


In New York's PRADA store dressing rooms are "smart closets which scan
the individual electronic chip-based clothing tags, using embedded RF
antennae, and send the garment information to an interactive touch
screen in the cubicle.?

?The customer can then use the screen to select other sizes, colours
or fabrics. The screen also displays video footage of the garment
being worn on the PRADA catwalk.?


"Intelligent fibres have been used to develop a shirt which rolls up
its own sleeves when the wearer gets too warm. The fabric is woven
from fibres of nitinol, a shape-memory alloy, mixed with nylon. The
sleeve fabric is programmed to contract as soon as the room
temperature rises."

Scent Technology 

?Nestle, Coca-Cola, and Carlsberg all are working on systems (mostly
overseas) that dispense their products' aromas. Several car companies
are toying with the idea of creating a distinct smell for their autos
that would then be dispensed via advertising and other means. "It's
kind of like what Intel did with sound," explains Hetzel.?

New York City-based Arcade Marketing Inc. is working overseas with
odor-free brands.

?Visa runs ads scented with grass (think country club) and upholstered
leather (think Porsche) to offer a whiff of the good life its credit
card can provide.?

CNN.com/World
http://edition.cnn.com/2002/WORLD/europe/08/23/uk.retail/


--Bobbie7

Martin, this article is interesting.

?New research reveals corporations increasingly make employees face the music.?

Company songs or music can help branding and team building.

 ?Company songs, from IBM's rehash of a US fighting song to NCR's
rendition of the Beatle's 'Back in the USSR', typically reinforce
senior management's definition of corporate culture and extol the
virtues of team effort to employees, or promote corporate brand to
external stakeholders such as potential customers.?


PR Newswire:Sept 5, 2003
http://www.findarticles.com/cf_dls/m4PRN/2003_Sept_5/107265819/p1/article.jhtml

For examples of company songs visit:
http://insight.zdnet.co.uk/business/0,39020481,2122414,00.htm


--Bobbie7

Hola Martin,

I happened onto this company and it seems to address quite a few areas
of your questions on branding so I hope you can project it into your
book.  The name of the company is called "Lush."  They've done some
quiet buzz-building in the US before they go wide with their stores. 
They already have 210 stores in 29 countries and even in this sluggish
economy sales have nearly doubled over the past two years to $62
million with not a lot of ink yet in the US.
http://www.time.com/time/insidebiz/article/0,9171,1101031013-493304,00.html

As a product junkie, I'm embarrassed to say I didn't even see these
folks on the horizon but I'll certainly be looking for them in the
future.  Their handmade products look good enough to eat (and most of
them are).  They come in whimsical packaging and charming names like
Honey, I Washed the Kids, Buffy the Backside Slayer, Creamy Almond
Coco Smoothie, Play Doze, More Than Mortal Body Scrub.  Their products
have a multisensory appeal and their product descriptions are full of
humorous cleverosity.  Have a go at their FAQs...
http://www.lush.com.au/catalog/info.php?page=faq

Q:  "Why do you only bump into the people you want to impress when you
look like you?ve had no sleep for three days and just been dragged
through a hedge backwards?
A:   This is the way of the world. There?s almost nothing you can do
about it. You can minimise the risk by following this cunning plan
each time you are setting out for somewhere populated. Scrub your face
with Enzynamite to liven it up, moisturise with Celestial or Angelicum
to make you look like an angel, cover your hair with H?suan Wen Hua
special hair treatment before washing it. Sleep more and don?t go near
hedges."

And they're going after the whole family .. from their Ickle Baby Baff Bom to 
entice the kids at bathtime
http://www.lush.com.au/catalog/product_info.php?products_id=9012

For mom mom, the Sex Bomb
http://www.lush.com.au/catalog/product_info.php?products_id=9446

Wiccy Magic Muscles for the he-men
http://www.lush.com.au/catalog/product_info.php?products_id=1311

The Kama Sutra Crowd
http://www.lush.com.au/catalog/index.php?cPath=40

All the way to World Piece
http://www.lush.com.au/catalog/product_info.php?products_id=9040

I can't see this company *not* doing well since their marketing
appeals on so many levels:

No animal testing
All natural ingredients with expiration dates
The mom-and-popness of a smaller company
Handmade/handpoured products
Reasonably priced
Mixing nostalgia amidst the trendy
Selective marketing
Ethical treatment of animals (and employees!)

From their website:
"A note to potential US partners: We intend to start our operation in
the USA in approximately 18 months time; we have already had over 2500
proposals from potential partners wanting to run the US operation but
we haven't found the right one yet. If you think your metaphorical
foot would fit our glass slipper, you know where we are."

Branded for Lush,
V

Hi there,
The stuff you've come up with so far is...okay....but not perfect.
Give it another go if you have the time and energy there must be more
stuff out there.
I'll reward you as soon as you give up okay ;-)

All the best,

martin