The Times arecurrently running an MBA series of articles & podcasts in association with IBM. The one that caught my eye last week was by Martin Lindstrom about sensory branding and what he calls, , “Smash Your Brand”.
The strategy is from 1915 and the briefing for the Coca-Cola bottle. The brief was to develop a bottle which, if you threw this bottle on the floor, it smashed into thousands of pieces of glass, you would still be able to pick up one of those pieces of glass and recognise the brand from that little piece of glass.
How many of today’s brands in the digital era could be smashed and still remain recognisable to the senses? A nice reminder that brands have more touchpoints and meanings than a computer screen.
And while we’re talking coke, let’s have a look at those mentos being dropped one more time.
