Abstract:

Current concepts of brands pay full attention to the rational and symbolic but often overlook their sensory, experiential or synaesthetic aspects. This paper helps open up this complex and fascinating topic by identifying the principles of Synaesthesia which are integral to experience of brands. A number of qualitative methods are described for accessing Synaesthesia in brands and consumer experience, together with a range of case studies to amplify and illustrate the effects. What the paper demonstrates is first, an enriched view of what brands are in everyday life; second, very practical conclusions for positioning, communication, NPD; and third, a rich addition to qualitative techniques and practice, which leads to new views of the holistic, inter-connected world in which brands and consumers live.