Your brand is alive: The power of multi-sensorial branding

Landor’s Gabriel Miller, with Amp’s Michele Arnese, argues that the future of marketing will embrace all 5 senses. Here, they explore how agencies (including their own) are preparing for that future.

In today’s polarizing and distressing climate, brands must take risks to address present challenges. Today’s dynamic conditions require brands to show up across audiences, given the growing brand expectation to be truly omnipresent and extend effectively and simultaneously across multiple channels.

Brands can no longer have a one-dimensional approach that underutilizes key marketing channels. Conversely, there’s a huge opportunity for brands to stay continuously relevant and use agility to create growth. They’ll need agencies who are on the same journey.

Brand building, beyond design

While traditional agencies have often stuck within their specialty, such as logo design or brand strategy, these agencies risk becoming antiquated if they remain static and resistant to change. In a time where customer perceptions are rapidly shifting, agencies of the future will embrace a multi-sensorial approach to brand building.

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