Analyze the types of memories that are evoked, and think about how these associations might be employed in a product’s promotional strategy.
For example, Starbucks engages all the senses in its sensory brand marketing. A customer who enters a Starbucks coffee shop may hear the sounds and smell the aroma of the grinding of fresh coffee in the store. Background music and a unique store design round out the experience of the taste of hot or cold coffee and food products that can be enjoyed in-store at quaint cafe tables.