14 MAY. 2019
Labbrand Speaks at IIeX 2019 On the Topic of Sensory Branding and Naming Co-creation
AUSTIN, April 25th – Labbrand’s New York team presented at IIeX 2019 on the topics of Naming Co-creation to Unlock Growth Potential & Amplifying the Senses through Leveraging Multi-Sensory Touchpoints. IIeX is a conference for disruptive methods emerging in the world of insights among brands & market researchers, held on 23rd - 25th April in Austin.
“Multi-sensory touchpoints give us an avenue to embed emotional memories and internalize the brand on an individual level,” said Susan Moon, Senior Brand Strategist of the New York team. She delved into how sensory cues can inspire the creation of brand experiences. The session covered three sensory shifts that brands will need to plan for in an increasingly digitally native world: designing Sensory Rituals that invite gradual discovery through engaging the senses, creating Embodied Experiences through tangible & tactile product cues, and priming users through embedding Memory Anchors associated with strong positive emotions.
Archana Mohan, Research Director of Labbrand New York facilitated an engaging session on Naming Cocreation. “Names are the most indelible artifacts of the product creation process. Brands are redesigned regularly but a name, for better or worse, usually sticks.” said Archana. Her presentation underscored the importance of creating names for a global audience with extendibility in mind in service of future brand growth and how leveraging the ‘collective’ during the naming process sets the brand up for success. The session concluded with a fun, interactive co-creation for audience members to walk away with tools that they can apply in real-life naming scenarios.
Labbrand Research Director Archana Mohan at IIeX 2019.
Labbrand Senior Brand Strategist Susan Moon at IIeX 2019.
Labbrand is the leading China-originated global brand consultancy with regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We drive forward the positive power of branding. Leading brands on impactful journeys, we create meaningful brand experiences by bringing together excellence in research, strategy, design and verbal identity.
The IIeX event series is one of the best global conference series in the world of insights. At IIeX North America, hundreds of insights professionals convene to share current trends, new technologies, real-world applications, case studies and new solutions. The event brings future-focused content to the forefront, relying on startups and brands to paint the future of the insights industry. IIeX 2019 was held in Austin on April 23rd - 25th, and is held in major cities globally from Austin, Macau, Medellin and Amsterdam.