Building a Profitable Online Travel Business

The web is literally awash with travel websites. Search on Google for 'discount air travel' and you will find over 32 million websites. Try 'cheap accommodation' and there are over 11 million sites competitive for your customer's dollar. So how do you make a travel website rank highly on Google and the other search engines.

Broadly speaking, strategy in this space is similar to many physical world markets. You have to choose between being universal and being focused. If you want to be universal, ie offer a site which provides airline tickets, hotel and car rental bookings anywhere on earth you have to remember that you are up against some pretty stiff competition. The number one ranked site on Google for 'discount air travel' is Expedia. It has over 5 million back links as measured by http://www.marketleap.com . The cost of overtaking these mega sites for popular terms like 'discount air travel' is prohibitive. You will never get there. So if you want to have a universal site you must focus on less popular search terms. Look for variants on the popular search terms and try to rank highly against less popular terms. There are still very large numbers of searches done each day on terms like 'discount plane tickets' and it will be much easier to rank against this kind of term. Indeed the # 1 ranked site on Google for this term is not even a home page: always a sign that this space is not too competitive. It also has a PageRank of only 4, which is not difficult to beat.

The focus strategy is easier to understand. Choose one market and optimize your website to rank highly only for that market. It's not hard to beat the top-ranked players if you are searching for 'Bed and Breakfast in Woodbridge, Suffolk, England'. Of course the problem here is that the value of ranking highly for this term is almost nil. You have to find the sweet spot of markets where a top-ranked position is valuable but yet the competition for this spot is not too intense.

Once you have chosen your target market and its associated target keywords, the challenge is to get your site to rank highly. I do not suggest in this article to go over the principles of search engine optimization, or SEO: there are innumerable articles which offer the latest thinking on this topic. However, a central part of all SEO strategies is linking: getting other sites to link to you. There is no substitute for the hard work of persuading other websites to link to yours, in return for a link from yours to them. Ideally you want to focus on a triangular link, where you link from one site and they link back to a different site – this will make your link less suspect in the eyes of the search engines.

Look for a Free Travel Links site such as this one, complete the form, put your link up to their site and they will link back to you within 24 hours. Repeat several hundred or several thousand times, wait a while and you will be pretty much assured of a high ranking on the search engines. Then sit back and count the money.

Postmodern Film Approach – Airport

In keeping with the method of isolating one or two scenes of a film with an eye towards meaningful dissection, I would like to see what the old disaster flick Airport can tell us about a particular concept that psychologists call “companionate love”. Obviously this means that I am not herein concerned with “disaster movie” nonsense or Grand Hotel type characterizations.

Please allow me to paraphrase John W. Santrock’s paraphrase of the famous Triangular theory of love as presented by the eminent psychologist Robert J. Sternberg:

“A relationship marked by intimacy and commitment but low

or lacking in passion is ‘companionate love’, a pattern often found in

couples who have been married for many years.”

I’m interested in the scenes in Airport that involve D.O. Guerrero and his wife Inez, played respectively by Van Heflin and Maureen Stapleton (Stapleton’s performance, at least up until her character has to interact with others in the ensemble cast, is absolutely gut twisting – it is one of the greatest in the history of American films, in my humble opinion.)

Let’s be clear – this film is intended solely as entertainment, not art. Nobody supposes that George Seaton, in directing and adapting the screenplay from Arthur Hailey’s novel, had the conscious thought, “Hmmm, let’s see what we can say about companionate love in this picture.” Of course not. (Although I will point out that other kinds of love that psychologists often classify are myriad in the film, in the relationships for example between Bakersfeld and his wife, Demarest and his wife, Demarest and Gwen, and Patroni and his wife.) Yet these scenes function as a great example of the enormous power of the cinema to communicate abstract ideas, particularly ones that, once applied to practical existence, greatly touch our emotions.

And, if I may add, in these scenes every aspect of filmmaking is a participant – acting, directing, the set decorations, the art direction, the music, the essentially still camera, the minimalism of the dialogue – all of it.

I can’t say enough about the work of the set decorators – Jack D.Moore and Mickey S. Michaels, and the art directors, Alexander Golitzen and F. Preston Ames, in constructing the destitute, poverty stricken atmosphere of the Guerrero apartment and the desperate air of the café where Inez works. We first meet D.O. Guerrero about thirty five minutes into the picture, at a pay phone that turns out to be in the hallway of the building where he lives. At first we’re thinking, in addition to who’s this guy, where is he? It’s obviously not anywhere in the airport, where most of the scenes have taken place thus far – although there have been a few shots in other places, all of them nice looking and very pleasantly presented to us – the Bakersfeld home, Bakersfeld’s father in law’s club, a banquet hall, the Patroni home, Gwen’s apartment, and the dining room of one of the homes that’s too close to Runway 22. Let me say again – all these other locales have been quite attractive, so our radar immediately goes up when we encounter the shocking gray-brown shabbiness of the Guerrero apartment. Wherefore this squalor?

He’s been on the phone with the airline, confirming that the flight to Rome is still on schedule. (As an aside – this is one of the few phone conversations in the film that Seaton chooses not to show as a split screen – I’ve included a visual appendix at the end of this article to document this.) He hangs up and goes into his apartment. Already there are so many questions – he doesn’t have a phone in his apartment? What kind of place is he living in? What is he doing going to Rome? Why is the apartment so run down looking? As he moves into the bedroom and we see the bomb paraphernalia on the bed we begin to understand his connection to, and his part in, the larger story – especially as he tests the bomb’s rigging in the attaché case a couple of times and the ominous music plays on the soundtrack. Perhaps more importantly for this discussion, it helps us understand the magnitude of the lies he is telling his wife.

Next we see him trudging through the snowstorm to the modest coffee shop where his wife works. Again, the set and the art direction are sensational, right down to the OCCUPANCY BY MORE THAN 53 PERSONS… sign.

As they sit for a moment and talk the level of his deception – known to us but not to her – makes us feel deeply for her because she obviously feels so deeply for him. We know he plans to board a flight to Rome and detonate a bomb, but she thinks he’s going off to start a new job in Milwaukee. Through the short, terse expository dialogue we piece together the details of their life together. He works in something like excavation and demolition and is apparently unable to keep a job because of his temper – he keeps getting into arguments with his bosses. They’ve descended into bankruptcy and beyond – abject poverty, apparently – to the degree that he’s pawned everything but her mother’s ring, which she warns him not to do.

Her simple, innocent faith – her companionate love – for him is so sincere and true that she doesn’t even ask for any kind of confirmation or proof of the new job, even when he makes the outrageous statement “I can draw an advance on my salary tomorrow.” What? Really? On the first day of a brand new job, you need an advance on your salary? That’s not a red flag in your new employer’s face?

Let’s eavesdrop on some of her comments in this conversation.

“This isn’t going to be another one of these hello-goodbye jobs, is it?”

“This time do me one favor – if your boss says two and two is six, agree with him.”

“Don’t lose your temper.”

“Nothing’s the way it used to be. I’m not complaining… Better or for worse, I meant what I said.”

After he floats off into some hopeless pipe dreaming she says: “Stop. Stop dreaming. Just hold on to the job.”

“I can give the landlord another hard luck story. Goodbye Dom.”

He leaves and eventually boards the plane; through a series of plot contrivances she comes to realize exactly what is going on and races off through the night in the horrible blizzard to try and stop him from boarding. As we follow this dazed journey of hers we come to sympathize with her totally, to be moved by her incredible devotion to a man who is by any rational estimation no good for her in any way. And at this point we still don’t even know all the sorry details about him that we eventually will, after Bakersfeld questions her.

Following her run through the airport, and then seeing her shocked face pressed against the glass at the gate as she watches the plane go, it’s hard not to be stirred by her not only companionate but also (we realize now) unconditional love. What a job of acting!

Cutlery – One Spoon or Two

If I write “born with a silver cutlery in my mouth” all of you will laugh at me whereas you will accept the statement “born with a silver spoon in my mouth” even-though both words carry the similar meaning.

What is Cutlery? It is the name derived from the term “Cutler” who is a person skilled in making knives. Any hand utensil used to prepare, serve and to eat food is defined as Cutlery.

There used be a train called “Master Cutler” which was running between London Marylebone and Sheffield – centre of cutlery manufacture in England during the 1950 and late 1960s.

The Americans call their cutlery, silverware or tableware which includes assorted knives and cutting instruments most of them made in silver.

The term cutlery includes fork, knife and spoon. Traditional cutlery of good quality was made from silver even though steel was used for more utilitarian knives. Cheaper cutlery was made from pewter – especially spoons. Find more info at [http://www.justcutlery.info]

Twentieth century saw stainless steel and plastic being replaced by the electroplated nickel silver (EPNS) used in the nineteenth century as a cheaper substitute for silver cutlery.

Plastic cutlery is favored and used by airlines, fast food and takeaway for the food provided by them.

Knork (knife and fork) Spork (spoon and fork) are the fancy names for utensils having combined functions.

In the Middle Ages cutlery trade was given greater importance. London Livery Company had one group named as Worshipful Company of Cutlers reflecting the importance of this trade.

A collection of seven to eight kitchen knives form a cutlery set. They may also include steak knives but the foundation of a traditional cutlery set is the knives used for food preparation. A cutlery set may cost as little as $40 and as high as $800 or more which comprises of chef’s knife, utility knife, paring knife, bread knife, cleaver, carving knife, santoku knife, boning knife, kitchen shear and a honing rod to straighten the edges of the knives.

Upkeep of the cutlery is by washing them immediately after use and drying. Store them in a place which is beyond the reach of children. Dry your cutlery immediately, and then put away your knives so that your kitchen is as safe as possible. The best place to store cutlery is in a knife block or with each knife in its own sheath. If you place all your knives in one silverware drawer, they will likely harm each other as they knock each other.

Ideas Rule the World, But Then Who Rules Ideas?

It was with great passion I delivered my topic on mentoring at Henry Alex-Duduyemi Memorial Secondary School, in Ile-Ife, Osun state Nigeria. I had rushed out of Lagos to meet the meeting time only to be told that the meeting time had been shifted to the next day, but then, I had to wait patiently. I was not delivering my topic with passion, because mentoring sounded like a nice topic, it was because of the things I thought of before coming.

1. Why people have said ideas rule the world

The popular saying has always been that ideas rule the world, but then that is an obvious statement. Everything you see all round you became tangible because it was an idea in someone’s mind. The equality of race and gender in America was the dream and message of the great Martin Luther King; every time you wear/use Giorgio Armani, Christian Dior, Mercedes, Chanchagi airlines or Dangote’s products; remember you are fulfilling and living in someone’s name-their dream and their passion. We like and operate in the world created by other people’s ideas. When you use Microsoft products, you are living within the limits of Bill Gates’ dream. Therefore, it is an understatement to say that ideas rule the world; it is already the driving force that will define the society and systems in nation building, policy formulation and business practices, even for generations to come.

2. Who are the people who rule ideas?

Those who rule ideas are called mentors; they propagate lifestyle, business models and principles. Therefore mentors are essentially neutral-there are good and bad mentors. It was a subject of debate to choose the TIME magazine man of the year in 1939, but it was given to Adolf Hitler as the man who has influenced the world for that year. This award was not given to Winston Churchill, the man who ended the world war; it was given to the man who started it. It might be easy to say that he lost, having caused more pain and loss of lives, yet in doing so he still changed everything- he only was only propagating a vision that enchanted the German masses. I therefore charged them to question and define their values, which should inform their choice of mentors. Ok, what am I saying? Ideas are essentially neutral, they respond to the values, thoughts, perception and intent of the originators.

3. Neutrality and influence of the PC/TV

I discovered there was no debate however, in the decision collated by a population poll conducted by a popular media station, as to who the most influential person of the last century was-it was given to the television. I decided to list the TV as the most influential mentor on my listing (one singular medium that has propagated ideas, taught and developed lifestyles and has affected civilization in all ramifications). The TV/PC is the medium where the world shapers meet the shaped; the consumer (the e-mail checker, the movie addict, the eBook junkie, the jukebox weirdo and the fun-lovers) are all influenced by the originators (the producers, designers, readers, multimedia architects, psychometric analysts and the process engineers). Whether you will influence the world or be influenced will depend on your positioning around these media.

4. Having mentors are force multipliers

I also went on to highlight the importance of mentoring in achieving set goals; Alexander the great became the king at age 20 and in three years , he had already conquered the known world at that time. Why? He was under the tutelage of a man called Aristotle, who himself was mentored intensely by Plato himself. If Alexander achieved so much in such short years, it was because he stood on the knowledge of the both great philosophers. Isaac Newton, in a famous quote, said, “People have said I see beyond my generation, but if I have truly seen ahead, it is because I have stood on the shoulders of men who have gone ahead of me”. Those who have touched their peak, and did so at a very young age did so because they started early, learning, practicing and delivering when the opportunity came.

5. Ideas, mentors and association

I could not leave without telling them about associations. Those who walk with the wise, even if the person is a fool; he will be thought to be wise-that is good news. The other news is that it doesn’t matter how brilliant you are, if you don’t hone your skills with people of like minds you will soon come crashing down. An old Chinese proverb goes on to say that if you don’t understand a man, check his friends, you will even understand his future.

Why Your Business Needs a Blog – And Why Big Businesses Should Pay Attention, Business Blogging

I have am taken an interest in how people and organizations are affected by technology, and rarely how it affects my pocket and yours. Whether you believe it or not, blogs are quickly evolving from the normal online journals and diaries into strong powerful marketing tools that are already shaping the way advertising and marketing is being done. There are well over 35 million blogs, with 40,000 new blogs being started every day. The blogosphere – the world of blogs – is doubling in size every 5 months! Some blogs have millions of readers per month, while your organization's website looks like a dull poster. If your organization is not paying attention, something is happening, you it may be going extinct!

While most companies and corporations have websites that look static and boring, with contents remaining unchanged for weeks, months and even years! Internet users typically do not have much reason to visit a website over and over unless they want to buy something or want a current gist. Big Corporations are already paying attention to the problems they can cause; from the whistle blowing on the MLMs (dipotepede and deoluakinyemi's posts on wonder bank blogs) to customers' complaints on forums (nairaland's user- mypeace created a thread to announce UBA's hidden COT charges on savings accounts, Nigerian Village Square online protests and British airways saga ). Your business can not afford to close their eyes to them, because they have been the next big phenomenon since the internet itself … it has given the small business a leverage to compete with other companies- and the rising profiles of blogs have the potential to shake up just about every business – including yours. It's now no more an ordinary online journal; it's become a potent business weapon. It does not matter whatever that business is you are running, we need to pay attention before a one-man company runs you out of business.

Blogs have gradually becoming a potential voice in mass communication, advertising and marketing campaigns. Blogs have been responsible for breaking a number of stories before tele-media, including the capture of Saddam Hussein. A 20 year old Nick Ciarelli, has continued to be one pin apple can not sit on. His blog has a reputation as a reliable source of information about Apple computers' planned launches. This has made his blog a hot site for both competitors and buyers. Someone decided to open a blog to put McDonalds on it toes, to "discuss the brand experience of the world's largest fast food chain from the customer's point of view", and consumers have been talking. There is an uploaded clip of a dell product exploding on YouTube; this has forced Dell computers to withdraw 4.1million of the defective model from the market. A dis-satisfied customer of United Airlines angrily created a website, "untied.com -problems of the united airlines", even arrogant Nigerian British Airways could not ignore the internet community at the Nigerian Village Square and their signature collection for an airline biscott to protest the treatment meted out to Nigerians in the airport. MTN, Biggs, and other corporations need to pay attention-they may be next, or a competitor may be coming. Mr. Edet (not real name) met the company he lost a web design and branding contract to-it was just a 28-year old boy working from the dining table of his Dad's house. While Mr. Edet runs a 12-man company, with his website running, an office space in Ikeja; the young guy work alone, at home-a weblog and a proposal, did it.

Apart from being "consumer-revenge portals", blogs are now strong marketing and innovation tools tools. Millions of books hare being written everyday on business blogging. Business Week stated on its cover, "Blogging will change your business," and often every business needs to embrace blogging as a business tool. I have a strong conviction one of the users of nairaland, who posted a question on bank PHB's services, is a staff of Bank PHB trying to do a near cost-less survey on how their services are doing and it's amazing the kind of downright straight 2 d point responses. Most foreign companies are already incorporating blogs into their websites or encouraging their employees to blog and many of us are starting to offer business blogging consulting.
Blogs can help companies in several ways:

"They give personality to a company and add personal relationship and interactivity to its website and brand. So building brand trust and customer retention. People give their money to people on blogs, for investments, goods or services, though they have never met them before .

"They offer a fantastic system to publicize company programs, opinions, values ​​and products. on market

"Search engines love blogs than websites. Due to their dynamic content, regular readers, and social network compatibility, blogs will drive traffic to your site traffic.

"Since the internet has flattened commerce, SMEs (businesses) can become popular almost overnight. and infrastructure.

Business, in its simplest form, is the obtaining and retaining of customers, and the ability to make money and deliver excellent and quality products and services. Blogs will cause a huge change in the way customers are obtained and retained, how goods and services are delivered, and even how market survey is being transported out.

Last Minute Travel Packages

At certain times of the year the prices of airline tickets, cruises, hotel rooms and even rental cars shoot up tremendously. This inconveniences many a last minute traveler. Since transport and accommodation are the basic requirements of any traveler, the price hike often creates a big hazard and brings quite a few holiday plans to a standstill. At such times, the most practical option available is to indulge in the last minute travel packages available. Travelers who do not have a fixed destination generally prefer these special packages. Last minute travel packages normally include a variety of destination choices at affordable rates.

These last minute special travel packages offer convenient seven nights of stay and include the airfare, hotel accommodation, hotel taxes and transfer between the hotel and the airport. Some packages also offer three to four nights of stay. Since these packages are inclusive of applicable taxes. This makes them all the more affordable and luring to the traveler. These last minute travel packages have enabled a number of travelers to visit some of the most amazing and exotic locales around the world. They probably would have never thought about these destinations otherwise. These packages are normally available from 14 days to 3 hours prior to departure. They are extremely flexible and economical. They help the traveler to choose the hotel, flight and car according to his budget and personal taste.

There are a number of special last minute travel packages offered by various online websites and travel agencies. These packages also offer a number of destinations for weekend getaways. Weekend getaway packages are generally available up to 17 days prior to departure. Last minute travel packages offer some of the best transport and accommodation rates along with a variety of exciting destinations for the traveler to choose from.

The Pros and Cons of Traveling Around

Traveling itself is a complete experience that can not be described in mere words and when you have been experiencing a delightful life while traveling the most amazing cities worldwide, you know what it feels like becoming a nomad. The spectacular world of traveling consist of many emotions and experiences and like anything else in the world, traveling itself has both pros and cons. So, here we are, bringing you the best of experiences to you and giving you both pros and cons of traveling around the world that will give you a perfect picture of what a traveler goes through while exploring different hues of the world:

Pros:

Exploring the Real History

Traveling is a splendid way for exploring and understanding the history and heritage of cities and civilizations around the world without any filter or discrimination. The human heritage is immense and there is no way you can learn it all by staying at home or going through a bunch of books. Thus, traveling poses you to know a lot about the history of different civilizations with many examples and tangible remains.

Cons:

Difficulties in Accessibility

As you go to these remote places that are rich in the history and are ancient like in Athens and Cambodia, you have to go through a lot that enterprises poor roads, less phone networks, limited supplies of food and drinkable water, unknown factors, lot of time and much more which is something that make many people. Thus, when it comes to exploring the real history and visiting the historical sites, you have to face some difficulties in accessibilities.

Pros:

Gourmet Delight

There are many people who love to travel only because it gives them the chance to tasting some of the most delicious and authentic dishes from various cultures and gastronomies. With every culture, you get to taste something different and unique where some of the dishes are really bizarre whereas some are extremely popular. Thus, it is a splendid experience who loves to experiment when it comes to food.

Cons:

Dietary Problems

There are many people who have their diet related problems such as vegetarians or people who are on certain type of food due to some health related issues. For these sort of people, it is hard to find something suitable while traveling to different places and give them some trouble to find some quality food with good taste in good hours at a reasonable price. Here, if you are on some specific type of diet, it is highly unquestionably that you will find traveling as amusing as other people do.

Pros:

Visiting your dream destination

Many of us have our elders who have shared some great stories, just say of civil war or Vietnam Wars and how they were the heroes of the time. These stories might have given you the dream of visiting these places where they cherished those priceless memories andave you some of the most important experiences of life. Thus, traveling worldwide gives you the perfect opportunity to witness your favorite place and offer you the inspiration you seek in your life.

Cons:

Travel Documents Issues

There are many cities that do not offer visa on arrival or have difficult procedures to follow with specific criteria to get the visas and approval to travel to certain cities and parts of the world. Also, in case, you get some special flight deals for a certain period on a very last moment, you will not be able to use them as these many places require some pre-approval on travel documents, vaccinations and much more. Thus, immediate planning and hard visa procedures make it difficult for international travel.

Pros:

Exploring the Wonder of the World

There are many star cities around the world like London, Paris, New York, Cairo, Milan, Agra, Beijing, Dubai and many more that have a huge fan following and thousands of people have these names in their travel bucket list. Traveling abroad gives them all a perfect opportunity to live their dreams and take-off the names of these destinations from their travel bucket list with a magnetic array of experiences and delights that are impossible to be found elsewhere.

Cons:

Cost of Traveling

Traveling to international destinations especially for those that have been visited frequently through the year by tourists is really hard on tight budget and can make you spend a good fortune on airfares, hotel accommodations, sightseeing, activities and more. So, traveling abroad is an expensive experience if you are not good at getting your hands on some awesome and affordable travel deals that can help you save a fortune on flight tickets and other travel related expenses.

Conclusion

Traveling is among the most spellbinding and enthralling experience in the world and regardless of what pros and cons many people have been experiencing, there is something much more than the inconvenience that one has to face during their trip. So, if you have the zeal of traveling and overlooking some small issues that will not be bothering that much during your voyage, then you are all good to go and explore some of the most amazing cities. All you need is to pack your bags up and board international flights to your favorite destination and get ready for an incredibly indulging learning, remarkable experiences and stimulating journey that will expound you with the beautiful truth of life.

Sensorial Branding – The Future of Brand Building

“People spend money when and where they feel good”
– Walt Disney

Most brands & products are now interchangeable. This sad statement emanates from one of the fathers of marketing, Philip Kotler.

For a brand to be identified, recognized and understood in its values is the core of every strategy, the nagging issue of every marketing manager.

However, in a competitive environment where the usage & functional value of a brand (a product or a service) can be easily copied or duplicated, what is left to stand out from the crowd? How can the customer’s preference be triggered to ensure their loyalty? How can the tie that will closely link your brand to the consumer and put you ahead of the competition be built, retained or strengthened?

These are questions to which sensorial branding answers: use senses (and their impact on the consumers’ perceptions) to enrich the brand experience and build up its uniqueness and personality, while ultimately paving the way to the consumers’ affection, preference and loyalty.

Sensorial branding (and sensorial marketing) fills the gap left by traditional marketing theories when it comes to answering today’s consumer mindset. This new kind of thinking finds its origins in the ’90s, with the shift from the rational mindset that formerly prevailed in the consumer’s decision-making process to the emotional and hedonist quest that now drives their desires and consumption acts.

In reaction to an increasingly virtual and pressurized industrial world, people have started seeking a way to reconnect to reality in their private sphere, for a pathway to re-enchant their world. The individual values of pleasure, well-being and hedonism rose along with a true new concept of consumption that exposed the limits of traditional marketing theories.

Consumption today is a form of “being”. Just like any leisure activity, it becomes a place to express a piece of your personality, where you share common values with a small group of other individuals (a tribe). And maybe more than anything else, consumption acts must be analyzed as “felt” acts, as experiences capable of providing emotions, sensations and pleasure.

Purchasing acts are driven by this desire for sensational experiences that re-ignite senses and drive emotions. No matter how effective a product may be, it is its hedonist and emotional added-value, as well as the distinctive experience it offers, that lead consumers to buy it and ensure its loyalty.

What does it mean from a branding point of view?

First, it means that price and functionality are now taken for granted (or, in other words, not sufficiently differentiating). It is now the intangible, irrational and subjective attributes of the brand offering that are the new factors of success.

Second, it highlights the fact that sensations, new experiences and emotions must be part and parcel of the brand experience. It is through these 3 channels that the brand can create greater differentiation, influence consumer’s preference and secure their affection.

In summary, focusing the brand strategy on rational arguments regarding its functional value is no longer sufficient to ensure success. What is clear is that empowered brands are the ones managing to deliver hedonist and emotional attributes throughout the brand experience. This is where brands can add meaning and, therefore, value and sense to products and services, transforming them from interchangeable commodities into powerful brands.

This is where sensorial branding is competent: exploring and unveiling how brands can connect with people in a more sensitive way, at this true level of senses and emotions. To put it more clearly, it focuses on exploring, expressing, and empowering the brand’s hedonist and emotional potentials.

In this theory, sensations prevail because they are a direct link to consumers’ affections. Senses are directly affected by the limbic part of the brain, the area responsible for emotion, pleasure and memory. In a way, it is no big surprise. This is all about going back to basics, to what actually appeals to a human being on an everyday basis. Sense is a vital part of our human experience. Almost our entire understanding and perception of the world is experienced through our senses. A growing number of research shows that the more senses your product appeals to, the greater the brand experience.

While communication & visual identity focus mainly on sight and sound, an accurate poly-sensorial identity integrating touch, smell (and taste when applicable), sends a more powerful emotional message to consumers, multiplying the connections or touch points through which the consumers can be attracted, convinced and touched by the brand. It enables and encourages consumers to “feel” and “experience” the brand (product or service) with their “emotional brain”.

As Martin Lindstrom, author of best-selling book Brand Sense states, success lies in mastering a true sensory synergy between the brand and its message.

The first brand to intuitively implement the sensorial branding theory was Singapore Airlines. Like any other airline company, Singapore Airlines’ communication and promotions primarily focused on cabin comfort, design, food and price. The breakthrough was made when they decided to incorporate the emotional experience of air travel. The brand platform they implemented aimed at one simple, but rather revolutionary, objective: to present Singapore Airlines as an entertainment company. From that moment onward, every detail of the Singapore Airlines travel experience was scrutinized and a new set of branding tools were implemented: from the finest silk and colours chosen for the staff uniform, to the make up of the flight attendants that had to match Singapore Airline’s brand colour scheme; from the drastic selection of the flight attendants that had to be representative of the “Asian beauty archetype”, to the way they should speak to passengers and serve food in the cabin. Everything had to convey smoothness and relaxation to transform the Singapore Airlines travel experience into a true sensorial journey. Right after turning the Singapore Airlines flight attendant into an iconic and emblematic figure of the brand (the famous “Singapore Girl”), they broke through the barriers of marketing again by introducing a new dimension to the brand: a signature scent. They specifically designed a signature scent, called Stefan Floridian Waters. This olfactory signature was used by the crew, blended into the hot towels served to passengers, and it soon permeated the entire fleet of planes. Described as smooth, exotic and feminine, it was the perfect reflection of the brand and achieved instant recognition of Singapore Airlines upon stepping into the aircraft. It soon became a unique and distinctive trademark of Singapore Airlines, capable of conveying a set of memories all linked to comfort, sophistication and sensuality.

Another example given by Martin Lindstrom is Rolls Royce. To recapture the feeling of older “rollers” and maintain the luxurious aura surrounding the brand, Rolls Royce analysed and recreated the unique smell made by materials like mahogany wood, leather and oil that permeated the interior of the 1965 Silver Cloud Rolls-Royce. Now every Rolls Royce leaving the factory is equipped with a diffuser in the underside of the car’s seat to convey this unique identity of the brand.

What we learn here is that only when all the sensory touch points between the brand and consumer are integrated, evaluated and leveraged can true enrichment of your brand identity be achieved. In the future, it can become the most cutting-edge tool to stand out from the crowd, boosting the brand experience and eventually influencing consumer loyalty.

Few brands today are truly integrating sensorial branding in their strategy, while forward thinking companies are already implementing it with success. Adding a sensorial dimension to the brand experience is surely about to become the next competitive asset.

In the future, brand building for marketers may lie in one simple question: what does my brand feel like?
To get more information about Sensorial Branding services, either in China or internationally you can come have a look at Labbrand website.

Vladimir Djurovic

German Tourists Are Always Welcomed In The USA

The other day I was at Starbucks and some German tourists came by, they were young people perhaps in college traveling the United States by Rent-A-Car. They were well mannered, spoke perfect English with a German accent, and were quite happy traveling around and using their mobile apps to help them navigate and visit all of the museums, sites, and natural scenery along the California coast. They told me they will had driven along the coast from San Francisco through Big Sur along Highway 1, and were enjoying themselves in Malibu and would later head off into the evening into Los Angeles for all the sites there.

They said something very interesting to me, somewhat troubling. I asked them if they were from Germany because they were speaking German, and they said they were, and I told them; “thank you for spending your money in our country. I hope you’re having a very good time.” They thanked me for being so nice, and they said they were finding that most people were also nice to them, but they had been afraid to tell anyone they were from Germany because they thought Americans didn’t like Germans. This is because many of them in their country believe that the world is still mad at them for what happened in World War II.

Yes, that’s a difficult thing to get over, no doubt, and yet, in the United States we have a tremendous number of Germans, most of them came over as farmers in the 1800s, and early 1900s before the war. Many of them are farmers, and they’ve helped to make America great. All German tourists should be happy to note that they are always welcomed in the United States, and we wish them to come and enjoy themselves, see all there is to see, and go back and tell everyone that it is a complete myth that those in the United States don’t like Germans.

We drive German cars, we by German products, and we even have German companies that have factories in our country employing tens of thousands of Americans. Whereas, these kids might be the great grandkids of fathers that fought in the NAZI Army or flew for the Luftwaffe, they are no more Nazis than any of us. They had nothing to do with it, and condemn that part of their history. No nation is without smudges on their history books. Even the United States once had slavery, and that was definitely a black mark on our noble past.

Yes, Germans are welcomed as tourists in the United States. In fact, we have a lot to talk about. Please tell all your German friends to come visit and to crush that myth which seems to be so pervasive in Germany that Germans are disliked all over the world. They aren’t disliked here, we welcome everyone, Germans are fine by us. Please consider all this and think on it.

Enjoy Your Travel With a Reliable Airport Transfer Service Company

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