Page 49 - Unlock Sensory Power

Think about going to the cinema. What these examples teach us is
You swear the actor’s voice is that we don’t actually experience
coming from their lips. It isn’t. the world around us. Rather, we
It’s actually coming from experience a representation of the
MAKING SENSE auditorium. ourselves.
loudspeakers arranged around the
world that we create for

Think about wine tasting. A white
can of Red Bull or bar of Hershey’s
wine is expertly reviewed using This isn’t to say that your next
OF THE HUMAN ‘honeydew’. If we were to secretly a representation, created from
Chocolate is an illusion – but it is
words like ‘fruity’, ‘floral’ and
add a red food dye, the ‘expert’
sensory inputs arising from the
branding, the packaging and the
vocabulary dramatically changes.
product.
Imagine a video recording of a
SENSES man saying ‘vaa-vaa-vaa’. Strange,
but stay with us! We think we hear
‘vaa-vaa-vaa’. However, when the
movement of his lips changes as
if to say ‘baa-baa-baa’, we are
Seeing does not always amount to believing. Discuss! convinced we are hearing ‘baa-
baa-baa’ – even if the soundtrack
This article, based on the work of Professor David Thompson, MMR’s remains ‘vaa-vaa-vaa’.
Chairman and Founder, illustrates why it’s important for brand owners to
better understand how people make sense of the world around them.