2. Copyright © 2005 Millward Brown Valuing the Power of the Senses The 5! Senses Research Speaker name Location and Date

3. Copyright © 2005 Millward Brown Martin's Challenge

4. Copyright © 2005 Millward Brown Agenda The 5! Senses research People and the senses The power of the senses Case studies Putting a value on the senses

5. Copyright © 2005 Millward Brown The 5! Senses Research

6. Copyright © 2005 Millward Brown "Why do you love me?"

7. Copyright © 2005 Millward Brown 13 countries 26 focus groups 3,500 surveys

8. Copyright © 2005 Millward Brown People and the Senses

9. Copyright © 2005 Millward Brown 33 How many senses do you think there are? 2110 53 3 5 21 10 33

10. Copyright © 2005 Millward Brown Vision ranks number one for most people Sensitivity to Senses % ranking most aware

11. Copyright © 2005 Millward Brown Are we taught to appreciate sight? Sensitivity to Sight % ranking sense most aware

12. Copyright © 2005 Millward Brown Actual recall Reported sensitivity 0% 60% Smell Taste Sight Sound Touch Recall of sensory experiences suggests less bias to vision

13. Copyright © 2005 Millward Brown Women claim to be more sensitive to smell Sensitivity to Smell % ranking sense most aware

14. Copyright © 2005 Millward Brown 0% 100% Smell Taste SightSound Touch But recall data suggests that men are equally susceptible

15. Copyright © 2005 Millward Brown The Japanese are more aware of the senses Country comparison: colas, hifi, cars and fast food 0% 100% Smell Taste Sight Sound Touch

16. Copyright © 2005 Millward Brown The Power of the Senses - Experience -

17. Copyright © 2005 Millward Brown Memories Brand Choice

18. Copyright © 2005 Millward Brown The senses are keys to untidy and over-stocked cupboards

19. Copyright © 2005 Millward Brown Creating and confirming expectations Pre- purchase Experience Post- purchase Experience Purchase Experience Reinforce expectations Set expectations Confirm expectations

20. Copyright © 2005 Millward Brown The sensory brand experience Pre- purchase Experience Post- purchase Experience Purchase Experience Reported by friends Experienced in the past Seen/heard in ads Anticipation Pleasure Satisfaction Smells good Tastes good Feels good Looks good Sounds good

21. Copyright © 2005 Millward Brown A positive experience alone is not good enough % Seriously Consider Positive DistinctiveNot 9076 Neutral DistinctiveNot 5734 Negative DistinctiveNot 1528

22. Copyright © 2005 Millward Brown More than just a great experience LeadershipClarity Great Experience Business Model Brand Success

23. Copyright © 2005 Millward Brown The Power of the Senses - Emotion -

24. Copyright © 2005 Millward Brown Emotions direct our attention and shape our assessment of brands

25. Copyright © 2005 Millward Brown Taste most likely to create feeling of satisfaction Satisfaction Indexed to Average Across 17 Brands

26. Copyright © 2005 Millward Brown Fast food rates high, but Dove differentiates itself Satisfaction Indexed to Average Across 17 Brands

27. Copyright © 2005 Millward Brown McDonald's creates a cheerful feeling Cheerful Indexed to Average Across 17 Brands

28. Copyright © 2005 Millward Brown The Power of the Senses - Loyalty -

29. Copyright © 2005 Millward Brown Loyalty differs widely – even among regular brand users

30. Copyright © 2005 Millward Brown More associations, more loyal -- chicken or egg?

31. Copyright © 2005 Millward Brown Template path model Leadership Great Experience Clarity Choice

32. Copyright © 2005 Millward Brown Choice Leadership Clarity Great Experience Model based on 17 brands

33. Copyright © 2005 Millward Brown The Power of the Senses - The Financial Value -

34. Copyright © 2005 Millward Brown Soap

35. Copyright © 2005 Millward Brown Touch is more salient and distinctive for Dove 0 100 Smell Touch SightSound Taste

36. Copyright © 2005 Millward Brown Dove Relaxing

37. Copyright © 2005 Millward Brown Irish Spring Energizing

38. Copyright © 2005 Millward Brown Irish Spring depends more on smell Impact on brand consideration

39. Copyright © 2005 Millward Brown Smell $63,000,000 Touch $34,000,000 Sight $14,000,000 Ch-Ching

40. Copyright © 2005 Millward Brown Fast Food

41. Copyright © 2005 Millward Brown Sight is more salient for McDonald's 0 100 Smell Touch SightSound Taste

42. Copyright © 2005 Millward Brown Burger King smell Pleasure

43. Copyright © 2005 Millward Brown Smell plays a much stronger role for Burger King Impact on brand consideration

44. Copyright © 2005 Millward Brown Taste $1.5 Billion Smell $1.5 Billion Ch-Ching

45. Copyright © 2005 Millward Brown McDonald's in Japan

46. Copyright © 2005 Millward Brown Weaker memories of McDonald’s 0 100 Smell Touch SightSound Taste

47. Copyright © 2005 Millward Brown 1 in 4 dislike the noise at McDonald's

48. Copyright © 2005 Millward Brown MOS Burger… experience and clarity Leadership Business Model Brand Success Clarity Great Experience

49. Copyright © 2005 Millward Brown Brand Success Clarity Great Experience Business Model Leadership McDonald's… low prices and leadership

50. Copyright © 2005 Millward Brown Conclusion

51. Copyright © 2005 Millward Brown It makes sense Unique brand experience Distinctive brand identity A reason to buy