ESSENTIAL BRAND MEANING
Total Senses Interactive workshop
Bart de Beucker, Edwin Verhulst, Philip de Wulf and Emmanuel Verhagen
Abstract
The experience case for scent as a primary sensoric dimension for NPD, atmosphere and mood engineering.- This interactive session for marketers and R&D ,addressing all 5 senses, will make participants experience the contribution of each sensoric element , the enhanced effect of convergent sensory impulses and will convince participants of the power of scent in shaping and strengthening the intended atmosphere experience and corresponding mood.
- The objective of the session is not to transfer knowledge on the senses but to make participants FEEL the synergy & added value of a well crafted total sensory experience.
- We will use an Intuitive Response System © (TiM ©), an electronic photosorting technique using an electronic voting system to demonstrate each participants emotional response and the aggregated mood effects i.c.
- Particpants will be asked to work through the individually generated NPD input in small groups ( 8 to 10) to apply them to their individual job reality. Walk out with at least 5 new idea’s for your brand!
Bart de Beucker
Sara Lee Coffee, Belgium
Edwin Verhulst
Air Aroma Europe, Monaco
Philip de Wulf
Psilogy, Netherlands
Founder and Leading Fellow of Psilogy and CEO of The Mission House, is a licensed psychologist from the University of Ghent, Belgium. He has over 15 years of experience in strategic marketing and brand management both in global marketing intelligence/strategic planning/consultancy and business management roles.
He started his career in various marketing functions in the drinks and fashion industry and has learned the tricks of global branding & brand diversifications while working for Heineken and Camel . Before starting his own consulting practices he was Senior Vice President at Synovate/Censydiam Americas.
He has consulted blue chip companies in Asia,Africa, Europe and the Americas in: Automotive, Retail, Frozen Food, Baby-care, Pet-care, Personal care, HHP, Chocolate, Health Care, Beer, Tobacco, Nutritional Supplements, Dairy & Media.
Emmanuel Verhagen
Psilogy, Netherlands
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