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AGS Conclave: 'Sensory branding' sells emotion

By Michelle Graff
April 11, 2008

Seattle—"Sensory branding" was the catchphrase Thursday morning at the American Gem Society's (AGS) 2008 Conclave, a three-day event for AGS members being held in Seattle.

In three separate presentations, branding expert Martin Lindstrom, a branding speaker, writer, consultant and author of Brand Sense, implored retail jewelers to create a brand by appealing to consumers' senses because, he said, appealing to people's senses is what moves their mindset from rational to emotional.

"The senses are the true journey to make that happen," he said.

He also said that because the nature of what retail jewelers are selling is emotional, the industry should be No. 1 in the world at creating a sensory experience that relays a brand.

But Lindstrom said he does not see a lot of good examples of sensory branding in the jewelry industry.

He said retail jewelers should develop a signature shape, scent, music, color or ritual surrounding their store that consumers can associate with the brand.

Retailers should also not put a lot of time and effort into their logo, he said, because logos are forgettable.

"Branding is not about logos," Lindstrom said. "Branding is about everything but logos."

Good examples of sensory branding according to Lindstrom are Tiffany and Co.'s signature blue box; the smell of Crayola crayons and Play-Doh; and the shapes of the Absolut vodka bottle and the Corona beer bottle, which has developed its brand around the ritual of forcing a lime inside the bottle.

In developing a sensory brand, however, Lindstrom said retailers need to pick one or two senses and "do them full on."

Also on the first day of the conference, AGS announced a number of new initiatives, including:

— The launch of the new AGS Custom Sales Training: Measured Results program for its members, which consists of a two-day instructor-led class, a one-day customized class for managers and trainers, and an online course that provides continuing education.

— The release of a new DVD, "Diamond Buying 101," which is a consumer-focused piece given to all Conclave attendees. Retailers can play the DVD in their stores to help prospective engagement ring buyers.

— The AGS Laboratory has expanded its services to include cut-grade reports for oval-shaped diamonds.

— Ronnie Cox of John R. Cox and Sons Inc. in Sweetwater and Abilene, Texas, is the new chairman of the AGS Laboratories, serving a three-year term.
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