taste the brand

11/24/2005 09:12:00 PM
Creating a sensory brand experience is something that is often talked about and it usually refers to retail environments that allow the consumer to experience multiple dimensions of the brand. When done correctly they can see, feel and touch the brand. Taste is a sense that is often left out of the sensory mix, unless your brand happens to be in the food category. More often than not, at brand experience events, there is catering that provides food for guests, but it is likely that this is not perfectly in-synch with the brand.

Nomad, is a French company specializing in connecting a client's brand values to a gastronomic experience. Making sure that the values explicit in the brand are communicated in the food served. The company has a blue-chip client list that includes; Absolut, Gap, Jaguar and Nokia. Nomad is known for its attention to detail and for a recent fragrance launch, it tracked down the scent and ingredient profiles of the fragrance and incorporated them into the food that was served.

With multi-dimensional brand experiences becoming more important, attention to detail is key, if you want to make sure all the sensory bases are covered.
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