So I spent last week in Philadelphia, the City of Brotherly Love, at the second Global Multi-Sensory Branding Forum. Here's a little of what I learned:
1. VERY few organisations have created clear, successful and recognisable multi-sensory platforms for their brands
2. When people talk multi-sensory, most of them are actually selling 'olfactory' branding - which is fine but very hard to successfully activate
3. The word (brand) 'activation' is only slightly less over-used and under-defined than the word (brand) 'experience'. Both have simply become short-hand for 'not a TV Commercial'
4. When a most honourable Chinese host pours a bottle of brandy for some Gom Bui action, even a battle-hardened 38 year old sonic brander can turn into a vomiting idiot.
Many thanks to the hosts of the event. Next year in Shanghai!
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