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Singapore-based environmental brand guru Simon A. Faure-Field
has been interviewed this month by Sky Radio Network. Sky Radio Network provides
business, technology, health and entertainment programming to some of the
largest airlines in the world, including United, American, Delta, Northwest, US
Airways and America West.
The network’s in flight talk show, which feature some of the
world’s top business, political and marketing luminaries, is hosted by Los
Angeles-based anchor Dennis Michael. Steve Forbes, Phil Dusenberry and Bill Katz
of BBDO, Sumner Redstone of Viacom and John Eyler, Jr. of Toys “R” Us are just
some of the top branding names to have appeared on the show, which regularly
features Fortune 500 CEOs and former US presidents.
Mr. Faure-Field addressed such brand-related questions as how
businesses are increasingly combining the new art of fragrancing with more
traditional techniques of music styling.
“We use a scientific and systematic approach to combining the
two. As humans we’re affected by the appeal of our surroundings and our
surroundings influence our behaviour.” Low tempo music used in supermarkets,
explained Faure-Field, had the effect of increasing sales by 38%. Meanwhile,
according to a study by Nike, the subtle fragrancing of their trainers caused
customers to want to spend $10-15 more on the fragranced (as opposed to the
non-fragranced) product.
Said Faure-Field, “The use of fragrancing really started off
in the hospitality industry with such chains as Westin diffusing signature
fragrances in their lobby areas to create a sensory association in the minds of
their visitors and guests. Music was also standardised to create a consistent
experience in all the properties’ different lobbies around the world.
Dennis Michael then turned the discussion towards how this
branding tactic already in use was being brought into play in the Asian market.
In response, Faure-Field gave the example of Singapore’s DBS Bank, the largest
in Southeast Asia, which sought to express the “Asian” character of its brand
through a combination if Asian sensory cues such as curved corners to reflect
Asian warmth and a variety of Asian textures and materials, as well as “Asian”
fragrances such as ginger flower and low tempo “Asian” music.
Faure-Field then cited the examples of two Asian hotels –
Naumi and M Hotel – which have leveraged on these sensory branding techniques to
create a uniquely Asian ambience for their guests.
Bringing the talk full circle, Dennis Michael anticipated the
use of these techniques in North America. Replying to the question, Faure-Field
said that, “In North America there has been a phenomenal amount of research on
music and fragrance and how this actually enhances consumer behaviour. But the
US is very much a commoditised market and businesses have not been adopting
these practices as well as they could be, but looking ahead we foresee a change.
Business are looking to create a more integrated brand experience for the
customers and we’ve identified a number of new customers who are looking to
adopt a multi-sensory approach, such as the Pan Pacific Seattle for example.”
Sky Radio Network is closely associated with Northwest
Airlines, the world’s fifth largest airline which, together with its global
travel partners, serves over 750 destinations in 120 countries on 6 continents.
The U.S. system spans 49 states and the District of Columbia. Faure-Field’s
sensory branding gospel will therefore reach an impressive number of top
executives and decision markers who fly regularly on the airline both within the
US and on international route.
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