“What Flavor is Your Bank?” is the fourth article in a five-part series about using multi-sensory marketing and experiential branding in the banking industry. The articles were authored by CBC’s Jeff Stephens for ABA’s Bank Marketing magazine, which is running the series during this fall/winter.
Branding With All Five Senses
Part four of a 5-part Series on Multi-Sensory Branding & Marketing
You can learn a lot about a person by sitting down together for an after-work refreshment. You place your order for a glass of the house pinot noir, and anxiously await your companion’s order. You’re intensely curious to see what menu item they’ll opt for. After all, if they say “make it two,” it will tell you something very different about them than if they ask for an ice-cold High Life, or a decaf skinny two-shot double-pump extra hot mocha with whip.
It turns out brands are no different—each has a signature taste that reflects its unique spirit and personality…
Continue reading the article here.