Strategic brand development
MSS allows brand management to define their desired brand identity. Group sculpting sessions facilitate joint decision-making processes regarding brand identity. The resulting brand sculpture serves as a strong multi-sensory symbol guiding the strategy’s implementation.
MSS provides insights into brand meanings stakeholders have in mind as a result of past multi-sensory brand experiences. These insights allow companies to assess the match between desired and actual brand meaning and to derive possible implications.
Multi-sensory brand experiences
Understanding multi-sensory brand meanings and related experiences allows brand management to design brand experiences via brand touch-points like packaging, products and services, or store design.