November 8, 2024 • 26 mins
We sense the power of Mastercard’s new haptic logo and explore how other brands can engage touch, smell, and taste to create more immersive experiences.
Get show notes for this episode and check out past episodes of the Speaking Human podcast by visiting speakinghuman.com.
#Podcast #SpeakingHuman #VO #Branding #Marketing #Advertising #Business #Vibrations #Brands #Ads #simplify #popculture #HapticLogo #Brands #Senses
Get show notes for this episode and check out past episodes of the Speaking Human podcast by visiting speakinghuman.com.
#Podcast #SpeakingHuman #VO #Branding #Marketing #Advertising #Business #Vibrations #Brands #Ads #simplify #popculture #HapticLogo #Brands #Senses
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Speeding Human.
Speaker 2 (00:06):
Today, on Speaking Human, we sense the power of Mastercard's
new haptic logo and explore how other brands can engage touch,
smell and taste to create more immersive experiences.
Speaker 1 (00:22):
Specking Human.
Speaker 3 (00:30):
Welcome to Speaking Human, where we simplify the world of
marketing for humans. I'm Shad Comly and with me as
my co host Patrick Jebber. Now, Patrick, most people know
what we refer to as the five senses. You know
them touch, sight, taste, sound and smell. But neuroscientists say
(00:53):
we humans have far more than five senses. Here are
just a few of them. One of them is prow
pri eception or canastasia, the ability to sense our body's location, movement,
and actions. It's why we can go up a flight
of stairs without having to look down or locate different
(01:14):
body parts with our eyes closed. It's good sense.
Speaker 1 (01:18):
Yeah.
Speaker 3 (01:18):
We've also got thermoception, that's awareness of the temperature of
our external environment. Having this awareness helps you dress warmly
in low temperatures or avoid touching a hot.
Speaker 2 (01:30):
Stove, also important to have.
Speaker 3 (01:33):
And then we've got nasisception. This is when your body
receives a painful stimulus like a cut, it activates pain receptors.
They alert the body of danger and trigger an appropriate
defense response. You know, some say we might have as
many as twenty one senses. So it's interesting, why are
(01:53):
we limiting ourselves? Why do we just focus on these
five and just push all these other ones throw them aside.
Speaker 2 (02:00):
Think that's like anything in life, right, Like these are
the five senses, are the ones that are like the
heavy hitters. They're the heavies, if you will, And they
get all the glory, I mean they do. They get
all the glory and all these other little senses which
might still be very important, it might be more important. Yeah,
they might be more important in a lot of cases.
(02:21):
They could be more important. I mean, not touching a
hot stove, for example, that's really important probably many times
in your any given day for you. But it's not
a heavy you know, I'm not looking, I'm not seeing,
not sight, it's not hearing.
Speaker 3 (02:36):
Yeah, it's almost a marketing issue, you know. Somebody was like,
people are going to remember all these things. Yeah, if
they even knew about all those ones back then, they're
like these five, these are the ones people will remember.
They're the core ones. This is our money right here.
Smell taste site. These are your bigs, These are what
(02:57):
are going to open theaters.
Speaker 2 (02:59):
Yeah, your money's I like that.
Speaker 3 (03:02):
And you know, just generally people don't have the capacity
to remember more than five. You're not going to be like, oh,
the twenty one senses, let me ring them off to you.
Speaker 2 (03:12):
I like that though. I like that you sort of
like attributed them to the money makers, right, they're the
celebrity senses.
Speaker 3 (03:19):
That's a good way to put it. But you know,
if you look at it from like the flip side,
at least marketing wise, there's probably more to tap into.
There's probably more meat on this bone with these other senses,
where we could kind of use those to push products,
you know, to talk about things in a different sort
of way, at least just conceptually. I would think.
Speaker 2 (03:38):
Yeah, which is the whole reason why this episode exists today.
And that's because we came across the story right of MasterCard.
Speaker 3 (03:46):
Yeah, tapping into our senses in a way no one
would have expected. You know, when they're just pulling out
their credit card, you're not expecting to get your senses activated. Yeah,
that's just what master Card is done. Why don't you
tell the folks what the story is we're getting into today, Patrick.
Speaker 2 (04:05):
Yeah, So for our wonderful human listeners. If you haven't
seen this already, MasterCard recently announced that they're going to
be debuting a haptic logo. You heard that, right, a
haptic logo. I know you normally think of a logo
as something that you see, but in this case, it's
a distinctive series of vibrations that customers will feel via
(04:28):
their phone when shopping online or using a payment terminal.
So the haptic logo is designed to increase they say, trust, security,
and satisfaction amongst shoppers. So imagine that when you feel
that vibration, you'll go, oh, MasterCard, I just paid some
(04:49):
money for that wonderful product. So what do you think
of this idea? What do you think of the idea
of using the sense of touch as a way to
brand yourself?
Speaker 3 (05:00):
So this one's an interesting one. Let me take you
through my reaction and thought process on this. So when
I first sort of saw this story, my reaction was
kind of a shrug. But the more I thought about this,
the more I kind of think there's something here that
goes a little deeper, you know, maybe even not necessarily
in the right now but pointing ahead a little bit.
(05:22):
This might be one of those things that seems kind
of innocuous at the time but actually turns out to
be kind of momentous and what it meant that was
coming down the road. So I know we're not doing
the fuzz here at this that's our other podcast where
we dive into the future of things. But let me
take you down a rabbit hole for a second. All right,
what if the phase of marketing we've known for the
(05:45):
past I don't know, fifty plus years is on the
verge of collapse. Now when I say that, i'm talking
about commercials. I'm talking about advertising, whether it's online billboards,
I'm talking about social media. I'm talking about kind of
this broad based dipping into personalization marketing. What if it's
(06:06):
all about to come to an end, and maybe all
marketing is just going to this super personal it's all
going to your device and speaking directly to you. If
you look at it on a long enough timeline, everything's
kind of in waves, and this wave is coming to
an end. This could be like the beginning of that
one of the aspects of that. Anyway, we're just going
(06:26):
to communicate with brands through the senses through our devices
that are speaking to us, choose which brands we allow
in and how we communicate it. This is kind of
the cracks in my brain that we're starting to open
as I began to think about MasterCard a little more,
and maybe I'm getting ahead a little bit. What do
you think of at have to glogo here? Yeah?
Speaker 2 (06:48):
No, I'm with you to some degree there. You know,
I agree with a lot of what you're saying because
I think there is something very shrug.
Speaker 3 (06:56):
Worthy about it. It falls in the pile of things
that brands do where you're like, ah, that's worth a
minute of my attention.
Speaker 2 (07:02):
Yeah, it's interesting, it's different, and you know, I've always
said I like a well rounded brand. You know, I
think this is starting to tap into a place that
we haven't seen or should I say, felt yet. But
brands generally have explored the usual suspect senses. Touch is
one of the more uncommon approaches, even though I don't
think that they're pioneers by any sense of the imagination
(07:26):
with this. One of the things that I thought about
initially was, isn't that kind of like what my Apple
watch does when I pay for something at a store
and they've got the you know, tap my watch vibrates.
It lets me know that that transaction has taken place,
isn't it kind of like that? I'd like to know
(07:47):
a little bit more about that haptic logo, like what
is the unique vibration that is happening there? That to
me is kind of interesting if I could understand what
that is, you know, like I think about the Netflix
to them, do you feel it the same way you
would hear it or see it. If you do, I
think that is fantastic. But surface level, I don't know
(08:09):
that you know just by reading it because I can't
feel it yet, Like you can't feel it. You can
only know that it's supposed to be a logo, So
what does that mean?
Speaker 3 (08:19):
Yeah, and it kind of has to be more than that,
or at least eventually has to get there, because if
it's just a bunch of brands vibrating in different ways, yeah,
that'll get old pretty quick, right.
Speaker 2 (08:32):
Yeah, I'd be like, okay, no, the two vibrations are
this brand and no, no, no, this one's buzz buzz buzz
buzz buzz, and then like Morris code yeah, and it's like,
oh no, that's something totally different, you know, like it'd
be hard to keep track of now again, that's us
now in now, one hundred and fifty years from now,
(08:53):
we might all be so attuned to that sense that
we're like, of course, it's like second major, it's like
seeing it right, but right now it feels very foreign.
Speaker 3 (09:02):
So in his newsletter, the CEO of MasterCard had said
about this effort, telling stories is potentially no longer enough.
Creating experiences that tap into multiple senses are likely to
ford stronger connections that are hard to ignore and even
harder to forget. Again, that kind of points to where
we're going. Have we gone as far as we can
(09:25):
go with our current marketing effort? If we're pushing towards
the next thing, is this all just a preamble to
the inevitable brand body technology integrations? You know, chips in
the brain. We're communicating directly that way starts with a
haptic logo. Next thing, you know, it's connected to us.
It's giving us visions. You know, we can feel it.
Speaker 2 (09:47):
Some might say that's going to be something more like five.
Speaker 3 (09:49):
D twenty one D once it's tapping into our pain receptors.
Speaker 2 (09:54):
Yeah, it's definitely worth noting that it is looking to
the future. I don't know what to really think of that, though,
you know what I mean, because our minds aren't there yet.
We can mind thunder and we can do all of
these things to sort of like try to put ourselves
in the future of what that looks like, but we're
(10:14):
not accustomed to it yet, so it still feels very distant.
It's like me trying to conceptualize what that haptic logo
feels like, because I'm like, how are they going to
make that different and unique? You know, to where I'm
going to know that's MasterCard And maybe it doesn't feel unique,
but that's because they just want to be first to
the gate because they know other brands are going to
(10:35):
start doing it. And they were like, well, it doesn't
have to be super unique. All it needs to do
is set the you know, pathway, and so no one
else can actually take that from us, right, we need
to trademark that vibration.
Speaker 3 (10:47):
Yeah, just get out front and maybe it's just a
vibrating plastic card.
Speaker 1 (10:52):
I don't know.
Speaker 3 (10:52):
Are we giving MasterCard more credit than they deserve? To
hear what I just did, they're more credit than they deserve.
Speaker 2 (10:59):
I love it. I mean, it's hard to fathom how
a big brand might use this sense and use it
in an intelligent way. But I guess that's sort of
what we're going to be talking about today.
Speaker 3 (11:08):
Yeah, we're going to do a little mind thundering. We're
going to take this in another direction. We thought it
would be fun to think about how different brands tap
into the other senses. You know, as you mentioned, we've
gotten sites, we've gotten sound, those are the biggies. But
you know how my brands use things like touch, smell, taste.
(11:31):
So what we thought we'd do was we take five
randomly generated brands using a machine that like a lotto,
just kind of popped them out for us and just
kind of mind thundered some ideas around these what they
might feel like, what they might smell like, what they
might taste like. Yeah, so you ready to do with Patrick,
You're ready to dive in. Let's dive you rate a
(11:53):
mind thunder.
Speaker 2 (11:54):
As our avid listeners know, mind thundering is our way
of rainstorming. If you didn't get that hint from you know.
Speaker 3 (12:03):
A much better term I think sounds cooler.
Speaker 2 (12:07):
So the first brand up on the dock at today
of our mind, thundering sense of whatever at this point
is Ikea. What do you think, shad, how do you
perceive Ikea?
Speaker 3 (12:20):
So I'm gonna I'm gonna give you touch, smell, and
taste for all these okay brands, Okay, Okay, I'm gonna
just throw them all out. Ikea. The touch, the feel,
it's like laminate coated Swedish meatballs. Okay, can you imagine.
Speaker 2 (12:35):
That kind of Yeah, so it's it's.
Speaker 3 (12:38):
Cool, kind of hard but squishy.
Speaker 2 (12:40):
Okay, but kind of squishy.
Speaker 1 (12:44):
Yeah.
Speaker 2 (12:45):
I agree with you there. I think it's very easy
to just go right to the Swedish meatballs.
Speaker 3 (12:51):
Yeah, or the furniture. I guess you could go right
to like the you know, laminate or particle board or
something like that.
Speaker 1 (12:57):
Yeah.
Speaker 2 (12:58):
When I thought about IKEM, like if you are choosing
other senses other than sight and sound, which I don't
really think of sound for Ikea, but I think of
the meatballs, and the meatballs are not their primary focus,
and yet this is what people go there for, Like
people do go to Ikea for their Swedish meatballs. So
(13:21):
a part of me is like it's got to be
the taste or the smell, like what is ikea? Ikea
is the taste of a meatball, and it can't be
all touch the smell, the taste. Yeah, the taste could
also be a Swedish fish filled with particle boards. Oh sweet,
that sounds like chalky, like dusty.
Speaker 3 (13:44):
Well it's gooey and then yeah, you know, and then
you get something kind of flaky and dry on the
inside it it feels messy, kind of like when you
pull all of the furniture out of the box and
you have to put it together, you know, and assemble it.
Speaker 2 (14:00):
It's a little messy. Yeah, yeah, that might Actually that
might track.
Speaker 1 (14:06):
I like that.
Speaker 3 (14:07):
How about our next brand, Samsung? What do you think
Samsung feels like, smells like taste.
Speaker 2 (14:14):
Like I think Samsung smells so you know, I'm just
gonna choose one sense that I think really attaches to
my feeling of Samsung, and that's smell, because I think
this taps into their phone's propensity to catch fire and
make all their packaging smell like smoke or melted plastic. Like,
(14:37):
that's what I think of I.
Speaker 3 (14:38):
Think we're in the same ballpark. I went with the
smell of like factory fresh solder. Okay, a little bit burnie,
you know, yeah, like melted metal or you know, something
like that.
Speaker 2 (14:53):
Yeah.
Speaker 3 (14:53):
I thought the touch could be kind of like a
mild static like you know, weather coming out of the dryer.
Speaker 2 (15:01):
Mmmm. Okay yeah, that static electricity when you like rub
a balloon balloon, Yes, okay, yeah, a little little crackley. Yeah,
I get that. I actually do agree with that. I
think I think I got that too. What about did
you cover taste?
Speaker 3 (15:19):
Taste? Taste was challenging. Yeah, ideas I had TV dinner
or burnt charcoal.
Speaker 2 (15:28):
So we come back to the uh yeah, then come
back to the barn.
Speaker 1 (15:32):
Yeah.
Speaker 2 (15:33):
TV dinner is interesting though. Yeah, like the plastic coming
off of the TV dinner. It's kind of hot and
like a little almost melty.
Speaker 3 (15:42):
Possibly a little smoky.
Speaker 2 (15:44):
Yeah, because you left it in too long. Yeah, it
caught fire.
Speaker 3 (15:49):
It's an overdone TV dinner.
Speaker 2 (15:52):
Okay, Yeah, all right, Well then how about our next
brand on the on the mind thundering plateau. Today we've
got Trader Joe's. What about Trader Joe's.
Speaker 3 (16:02):
Trader Joe's. So, I was, you know, very very produce
focused on this. So the touch to me was like
reaching your hand into a box with a hole that's
filled with moist lettuce.
Speaker 2 (16:16):
Moist lettuce, so it's both.
Speaker 3 (16:19):
Crispy and squishy.
Speaker 2 (16:21):
I get that.
Speaker 3 (16:22):
Are you there? Are you there with that?
Speaker 2 (16:24):
Yeah, I'm sort of I'm picking it up right now.
I'm like, I'm picking up the lettuce.
Speaker 3 (16:29):
I mean, there's a lot of different ways you could go.
If you're going vegetable, you're going fruit, could go herb
or I don't know, you where do you go with
Trader Joe's.
Speaker 2 (16:41):
I mean, I think anything food related to any brand
that has food associated with it, it's it's a no
brainer to focus on the sense of smell, you know
what I mean, like because you can get like an
or like time or or basil, you know, something like that.
Taste seems too obvious in this case because it's like, yeah,
come on, but what if like it's touch and touch
(17:05):
is imagine walking through a fog that tingles?
Speaker 3 (17:10):
Oh okay, you know, and.
Speaker 2 (17:11):
It's not like to me, it wasn't like a moist fog,
like a traditional fog. You know, if you go through
a normal fog, you would get it, you would feel damp,
But this isn't damp. It's kind of warm or maybe
even cool. Depending on the season.
Speaker 3 (17:25):
I like this. I like this a lot because it's
it's a little different. And let me attach this to
another idea I had for smell, which I was trying
to stay away from again, like the herbs or like
you know, something like garlic or something that you would
just it's kind of easy. So I was thinking about
(17:47):
putting your nose to a field of recently tilled soil, hmm,
petricor what if your fog is over this field?
Speaker 2 (17:57):
Okay, you know what if.
Speaker 3 (17:59):
You're smell and your feel are all coming from this
same area.
Speaker 2 (18:04):
Yeah, that's possible. That's possible, and that is Trader Joe's.
Speaker 3 (18:09):
That's the essence of Trader Joe's there, and it has nothing.
You're not even seeing feeling, tasting food at all. Yeah,
but you're getting.
Speaker 2 (18:19):
The essence, right, getting the essence of maybe where the
food comes from. Yeah, exactly, Yeah, the earth exactly. Yeah. No,
I like that a lot. I think that, man, that
that's pretty good to a t Trader Joe's. If you
want that, go ahead.
Speaker 3 (18:35):
That's exactly who they are.
Speaker 1 (18:36):
Yeah.
Speaker 3 (18:37):
Next up, the next one is called Adidas.
Speaker 2 (18:42):
Here's what I think. Okay, let's see.
Speaker 3 (18:44):
If you think when I think or if you've managed
to crack this one.
Speaker 2 (18:48):
So there's a couple of things I want to say
about this, Okay. One is I immediately go to the new
shoe smell. Okay, this is something that I love. I'm
a weird person. People, You and I have talked about this.
I love the smell of books and paper, right, oh yeah, yeah,
I mean yeah, even old books, like they've been in
a library and like you smell that old paper and
(19:09):
you know, there's something so beautiful about it. But new
shoes comes in a close second, and smell you put
your smeout in the opening of a new shoe. It's
like the new car smell. It doesn't last long, but
man is so good. I don't know if everybody would
love the new shoes smell, but I think that definitely
(19:30):
is how I imagine Adidas be good.
Speaker 3 (19:32):
If you're like going out on a date and somebody's like,
smell like new shoes.
Speaker 2 (19:36):
It's like somebody who wears strong cologne, you know, but
it's actually just new shoes smell pouring out of you.
Speaker 3 (19:42):
It's just Adidas. So I you know, I was thinking
about this one for a whiles going around in circles
as trying to break away from the initial thoughts, you know,
trying to do something different, go somewhere different, you know,
take a Trader Joe's type approach, do it touch, smell, taste.
(20:03):
My answer to all of them is leathery leather, which
is similar to where you were going with the smell,
but yeah, it's leathery.
Speaker 2 (20:11):
So think about this. What if they could tap into
this idea of the vibrations, like the master card. What
if there's something in your sneakers, you know, kind of
like a smart watch, you know, like it's time to stand,
you know, but you got vibrations. Or or take it
a step further, what if like your shoes could massage
(20:32):
your feet. I'm not sure how they would technically work,
but how damn would I buy some massage sneakers? You
know what I mean? Like if something could like caress
your feet, you know, because you think about you think
about like a long hard day running, walking, standing it
at work, and you've got something massaging your feet, either
(20:53):
at the end of the day or even during the day,
because why do you have to wait? You know, not
you don't have to take your shoes off. So the
vibration thing, you know, could really work multiple ways, but
you know, it could be the sense of touch there.
Speaker 3 (21:05):
Yeah, I mean I could see something right now where
you're almost you're getting like a foot analysis, like hey
you have a pain right here, or it's time to
get new shoes. Your shoes are worn down, like to
this extent now we can tell that. Yeah, so the
shoes almost like talking to you and reading like, hey,
you're not moving your foot right here or something like that.
(21:27):
You know, the shoes like teaching you, talking to you.
Speaker 2 (21:30):
Yeah, I know that this isn't the fuzz, right, We're not.
We're not actually like mind thundering the future of these things.
But a little bit of my thought process has been
as I'm thinking about what is this sense like in
this brand? It seems like a no brainer that you
would put some vibration technology and sneakers or.
Speaker 3 (21:50):
What about you know, improve the smell inside sneakers.
Speaker 2 (21:55):
New shoes smell forever, improve that make that happen.
Speaker 1 (22:03):
All right?
Speaker 3 (22:03):
How about our last brand? What do we got?
Speaker 2 (22:06):
So we have Mercedes, a luxury brand, Chad Automobiles. What
do you think this one was a little tricky.
Speaker 3 (22:16):
I thought, you know, I had a tough time getting
a handle on Mercedes in comparison to I guess all
the other car brands out there and where they fall
in terms of class and stuff. I had their touch
as you know, cool but not icy. But I'm like,
what's the material exactly? You know, And it's easy to
(22:37):
say like smells like new car smell, but anybody could
be that. I almost think of Mercedes as having a
lack of smell, like no smell whatsoever, like being defined
by actually not having a scent.
Speaker 2 (22:51):
Hmm, so it doesn't have a new car scent.
Speaker 3 (22:54):
Yeah. And then with the taste, I went with a
slight hint of red wine. Hint of red wine, a
little bit of privilege, amount.
Speaker 2 (23:03):
Of ton a little bit of privilege. Privilege isn't interesting. Yeah,
I just threw it.
Speaker 3 (23:10):
Yeah yeah, but could get a total you know, I'm like,
where does Mercedes fall these days in terms of like
it's on the higher end, but how high on the
you know, in the scheme of car brands are they now? Yeah?
Speaker 2 (23:23):
I still think that they're sort of riding on the
coattails of marketing of years gone by.
Speaker 3 (23:30):
Decades gone by, Yeah, decades.
Speaker 2 (23:32):
Yeah, your ears isn't even fair anymore. I think once
upon a time that brand stood above many others. But
do they have that classification still?
Speaker 3 (23:43):
Yeah, oh yeah, yeah, but I think there it's more
much more mainstream of an actual vehicle now hm. And
I think they still want it, but they still want it,
they want to be a little more accessible. Yeah, yeah,
this one was a little tougher. Where did you what
did you have?
Speaker 1 (23:58):
Yeah?
Speaker 2 (23:58):
So, you know, much is the way I naturally lean
for Mercedes. You were talking about leather earlier, and I
was thinking, you know, they're automobiles typically are leather inside, right,
so that's been done, so it's kind of hard to
say it feels like leather. I just I felt like
that was a cop out. But you want luxury, right,
so I'm sure they've experimented with all kinds of materials
(24:21):
and stuff like that. So if I wanted to go
outside a leather I was like, huh, you know, it's
got to be silky smooth. Recently I had someone say
they felt a shirt and they were like, is that bamboo?
Because it was so soft. So I was thinking, you know,
something like that where it's the material is so silky smooth,
but it's not silk. Maybe it's a new material that's
(24:42):
like bamboo. It's almost like you're not touching anything, but
you can feel it. What if they did that in
the car so that this cozy feeling came over you
because you're being hugged by these seats made out of
this material. I was thinking about seat belts. You know,
seat belts aren't really comfortable, we deal them. What if
you could invent a seatbelt that you felt safe, but
(25:05):
you didn't feel like you had this strap then you
buckled it in. If they could set themselves apart, there
something that you can't get in any other vehicle anyway.
Speaker 3 (25:15):
Yeah, that'd be different. Nobody's ever really done anything like that.
I also thought maybe there's something too. I don't know
exactly how be incorporated the feel of the logo m
you know, the Mercedes logo, and maybe it's just like
the three triangles. Maybe that translates into vibrations, you know,
it's like somehow three and then a circle is a
(25:37):
longer vibration.
Speaker 1 (25:39):
I don't know.
Speaker 3 (25:39):
I don't know how they do that exactly, and maybe
they could do that across in different ways, you know,
but really like transforming your logo into we don't have
a logo anymore, you just feel the logo.
Speaker 2 (25:52):
Wow, mind thundering session complete.
Speaker 3 (25:56):
Yeah, we've gone to some places today. We've really opened
the mind. Yeah, to the future of marketing.
Speaker 2 (26:01):
Yep, we've thundered and we hope you enjoyed this episode.
We certainly did. I mean again, lighthearted episode, a lot
like Linguistic Lurkers that we had the last episode. Just
a fun all around episode to talk about things that
we don't normally get to talk about in marketing.
Speaker 3 (26:18):
Yeah, we'll try to do a darker, more serious episode
next time.
Speaker 2 (26:23):
Which we tend to do. We do that a lot.
We do those those dark EMPITSR thing. Yeah, it's our thing.
But we hope you enjoyed today's episode. That's it for today.
You can find current and past episodes of the podcast
on Speaking Human dot com.
Speaker 3 (26:40):
We'll be back in two weeks with another episode of
Speaking Human. Catch you then Humans
Speaker 1 (26:49):
Speaking Human
Speeding Human.
Speaker 2 (00:06):
Today, on Speaking Human, we sense the power of Mastercard's
new haptic logo and explore how other brands can engage touch,
smell and taste to create more immersive experiences.
Speaker 1 (00:22):
Specking Human.
Speaker 3 (00:30):
Welcome to Speaking Human, where we simplify the world of
marketing for humans. I'm Shad Comly and with me as
my co host Patrick Jebber. Now, Patrick, most people know
what we refer to as the five senses. You know
them touch, sight, taste, sound and smell. But neuroscientists say
(00:53):
we humans have far more than five senses. Here are
just a few of them. One of them is prow
pri eception or canastasia, the ability to sense our body's location, movement,
and actions. It's why we can go up a flight
of stairs without having to look down or locate different
(01:14):
body parts with our eyes closed. It's good sense.
Speaker 1 (01:18):
Yeah.
Speaker 3 (01:18):
We've also got thermoception, that's awareness of the temperature of
our external environment. Having this awareness helps you dress warmly
in low temperatures or avoid touching a hot.
Speaker 2 (01:30):
Stove, also important to have.
Speaker 3 (01:33):
And then we've got nasisception. This is when your body
receives a painful stimulus like a cut, it activates pain receptors.
They alert the body of danger and trigger an appropriate
defense response. You know, some say we might have as
many as twenty one senses. So it's interesting, why are
(01:53):
we limiting ourselves? Why do we just focus on these
five and just push all these other ones throw them aside.
Speaker 2 (02:00):
Think that's like anything in life, right, Like these are
the five senses, are the ones that are like the
heavy hitters. They're the heavies, if you will, And they
get all the glory, I mean they do. They get
all the glory and all these other little senses which
might still be very important, it might be more important. Yeah,
they might be more important in a lot of cases.
(02:21):
They could be more important. I mean, not touching a
hot stove, for example, that's really important probably many times
in your any given day for you. But it's not
a heavy you know, I'm not looking, I'm not seeing,
not sight, it's not hearing.
Speaker 3 (02:36):
Yeah, it's almost a marketing issue, you know. Somebody was like,
people are going to remember all these things. Yeah, if
they even knew about all those ones back then, they're
like these five, these are the ones people will remember.
They're the core ones. This is our money right here.
Smell taste site. These are your bigs, These are what
(02:57):
are going to open theaters.
Speaker 2 (02:59):
Yeah, your money's I like that.
Speaker 3 (03:02):
And you know, just generally people don't have the capacity
to remember more than five. You're not going to be like, oh,
the twenty one senses, let me ring them off to you.
Speaker 2 (03:12):
I like that though. I like that you sort of
like attributed them to the money makers, right, they're the
celebrity senses.
Speaker 3 (03:19):
That's a good way to put it. But you know,
if you look at it from like the flip side,
at least marketing wise, there's probably more to tap into.
There's probably more meat on this bone with these other senses,
where we could kind of use those to push products,
you know, to talk about things in a different sort
of way, at least just conceptually. I would think.
Speaker 2 (03:38):
Yeah, which is the whole reason why this episode exists today.
And that's because we came across the story right of MasterCard.
Speaker 3 (03:46):
Yeah, tapping into our senses in a way no one
would have expected. You know, when they're just pulling out
their credit card, you're not expecting to get your senses activated. Yeah,
that's just what master Card is done. Why don't you
tell the folks what the story is we're getting into today, Patrick.
Speaker 2 (04:05):
Yeah, So for our wonderful human listeners. If you haven't
seen this already, MasterCard recently announced that they're going to
be debuting a haptic logo. You heard that, right, a
haptic logo. I know you normally think of a logo
as something that you see, but in this case, it's
a distinctive series of vibrations that customers will feel via
(04:28):
their phone when shopping online or using a payment terminal.
So the haptic logo is designed to increase they say, trust, security,
and satisfaction amongst shoppers. So imagine that when you feel
that vibration, you'll go, oh, MasterCard, I just paid some
(04:49):
money for that wonderful product. So what do you think
of this idea? What do you think of the idea
of using the sense of touch as a way to
brand yourself?
Speaker 3 (05:00):
So this one's an interesting one. Let me take you
through my reaction and thought process on this. So when
I first sort of saw this story, my reaction was
kind of a shrug. But the more I thought about this,
the more I kind of think there's something here that
goes a little deeper, you know, maybe even not necessarily
in the right now but pointing ahead a little bit.
(05:22):
This might be one of those things that seems kind
of innocuous at the time but actually turns out to
be kind of momentous and what it meant that was
coming down the road. So I know we're not doing
the fuzz here at this that's our other podcast where
we dive into the future of things. But let me
take you down a rabbit hole for a second. All right,
what if the phase of marketing we've known for the
(05:45):
past I don't know, fifty plus years is on the
verge of collapse. Now when I say that, i'm talking
about commercials. I'm talking about advertising, whether it's online billboards,
I'm talking about social media. I'm talking about kind of
this broad based dipping into personalization marketing. What if it's
(06:06):
all about to come to an end, and maybe all
marketing is just going to this super personal it's all
going to your device and speaking directly to you. If
you look at it on a long enough timeline, everything's
kind of in waves, and this wave is coming to
an end. This could be like the beginning of that
one of the aspects of that. Anyway, we're just going
(06:26):
to communicate with brands through the senses through our devices
that are speaking to us, choose which brands we allow
in and how we communicate it. This is kind of
the cracks in my brain that we're starting to open
as I began to think about MasterCard a little more,
and maybe I'm getting ahead a little bit. What do
you think of at have to glogo here? Yeah?
Speaker 2 (06:48):
No, I'm with you to some degree there. You know,
I agree with a lot of what you're saying because
I think there is something very shrug.
Speaker 3 (06:56):
Worthy about it. It falls in the pile of things
that brands do where you're like, ah, that's worth a
minute of my attention.
Speaker 2 (07:02):
Yeah, it's interesting, it's different, and you know, I've always
said I like a well rounded brand. You know, I
think this is starting to tap into a place that
we haven't seen or should I say, felt yet. But
brands generally have explored the usual suspect senses. Touch is
one of the more uncommon approaches, even though I don't
think that they're pioneers by any sense of the imagination
(07:26):
with this. One of the things that I thought about
initially was, isn't that kind of like what my Apple
watch does when I pay for something at a store
and they've got the you know, tap my watch vibrates.
It lets me know that that transaction has taken place,
isn't it kind of like that? I'd like to know
(07:47):
a little bit more about that haptic logo, like what
is the unique vibration that is happening there? That to
me is kind of interesting if I could understand what
that is, you know, like I think about the Netflix
to them, do you feel it the same way you
would hear it or see it. If you do, I
think that is fantastic. But surface level, I don't know
(08:09):
that you know just by reading it because I can't
feel it yet, Like you can't feel it. You can
only know that it's supposed to be a logo, So
what does that mean?
Speaker 3 (08:19):
Yeah, and it kind of has to be more than that,
or at least eventually has to get there, because if
it's just a bunch of brands vibrating in different ways, yeah,
that'll get old pretty quick, right.
Speaker 2 (08:32):
Yeah, I'd be like, okay, no, the two vibrations are
this brand and no, no, no, this one's buzz buzz buzz
buzz buzz, and then like Morris code yeah, and it's like,
oh no, that's something totally different, you know, like it'd
be hard to keep track of now again, that's us
now in now, one hundred and fifty years from now,
(08:53):
we might all be so attuned to that sense that
we're like, of course, it's like second major, it's like
seeing it right, but right now it feels very foreign.
Speaker 3 (09:02):
So in his newsletter, the CEO of MasterCard had said
about this effort, telling stories is potentially no longer enough.
Creating experiences that tap into multiple senses are likely to
ford stronger connections that are hard to ignore and even
harder to forget. Again, that kind of points to where
we're going. Have we gone as far as we can
(09:25):
go with our current marketing effort? If we're pushing towards
the next thing, is this all just a preamble to
the inevitable brand body technology integrations? You know, chips in
the brain. We're communicating directly that way starts with a
haptic logo. Next thing, you know, it's connected to us.
It's giving us visions. You know, we can feel it.
Speaker 2 (09:47):
Some might say that's going to be something more like five.
Speaker 3 (09:49):
D twenty one D once it's tapping into our pain receptors.
Speaker 2 (09:54):
Yeah, it's definitely worth noting that it is looking to
the future. I don't know what to really think of that, though,
you know what I mean, because our minds aren't there yet.
We can mind thunder and we can do all of
these things to sort of like try to put ourselves
in the future of what that looks like, but we're
(10:14):
not accustomed to it yet, so it still feels very distant.
It's like me trying to conceptualize what that haptic logo
feels like, because I'm like, how are they going to
make that different and unique? You know, to where I'm
going to know that's MasterCard And maybe it doesn't feel unique,
but that's because they just want to be first to
the gate because they know other brands are going to
(10:35):
start doing it. And they were like, well, it doesn't
have to be super unique. All it needs to do
is set the you know, pathway, and so no one
else can actually take that from us, right, we need
to trademark that vibration.
Speaker 3 (10:47):
Yeah, just get out front and maybe it's just a
vibrating plastic card.
Speaker 1 (10:52):
I don't know.
Speaker 3 (10:52):
Are we giving MasterCard more credit than they deserve? To
hear what I just did, they're more credit than they deserve.
Speaker 2 (10:59):
I love it. I mean, it's hard to fathom how
a big brand might use this sense and use it
in an intelligent way. But I guess that's sort of
what we're going to be talking about today.
Speaker 3 (11:08):
Yeah, we're going to do a little mind thundering. We're
going to take this in another direction. We thought it
would be fun to think about how different brands tap
into the other senses. You know, as you mentioned, we've
gotten sites, we've gotten sound, those are the biggies. But
you know how my brands use things like touch, smell, taste.
(11:31):
So what we thought we'd do was we take five
randomly generated brands using a machine that like a lotto,
just kind of popped them out for us and just
kind of mind thundered some ideas around these what they
might feel like, what they might smell like, what they
might taste like. Yeah, so you ready to do with Patrick,
You're ready to dive in. Let's dive you rate a
(11:53):
mind thunder.
Speaker 2 (11:54):
As our avid listeners know, mind thundering is our way
of rainstorming. If you didn't get that hint from you know.
Speaker 3 (12:03):
A much better term I think sounds cooler.
Speaker 2 (12:07):
So the first brand up on the dock at today
of our mind, thundering sense of whatever at this point
is Ikea. What do you think, shad, how do you
perceive Ikea?
Speaker 3 (12:20):
So I'm gonna I'm gonna give you touch, smell, and
taste for all these okay brands, Okay, Okay, I'm gonna
just throw them all out. Ikea. The touch, the feel,
it's like laminate coated Swedish meatballs. Okay, can you imagine.
Speaker 2 (12:35):
That kind of Yeah, so it's it's.
Speaker 3 (12:38):
Cool, kind of hard but squishy.
Speaker 2 (12:40):
Okay, but kind of squishy.
Speaker 1 (12:44):
Yeah.
Speaker 2 (12:45):
I agree with you there. I think it's very easy
to just go right to the Swedish meatballs.
Speaker 3 (12:51):
Yeah, or the furniture. I guess you could go right
to like the you know, laminate or particle board or
something like that.
Speaker 1 (12:57):
Yeah.
Speaker 2 (12:58):
When I thought about IKEM, like if you are choosing
other senses other than sight and sound, which I don't
really think of sound for Ikea, but I think of
the meatballs, and the meatballs are not their primary focus,
and yet this is what people go there for, Like
people do go to Ikea for their Swedish meatballs. So
(13:21):
a part of me is like it's got to be
the taste or the smell, like what is ikea? Ikea
is the taste of a meatball, and it can't be
all touch the smell, the taste. Yeah, the taste could
also be a Swedish fish filled with particle boards. Oh sweet,
that sounds like chalky, like dusty.
Speaker 3 (13:44):
Well it's gooey and then yeah, you know, and then
you get something kind of flaky and dry on the
inside it it feels messy, kind of like when you
pull all of the furniture out of the box and
you have to put it together, you know, and assemble it.
Speaker 2 (14:00):
It's a little messy. Yeah, yeah, that might Actually that
might track.
Speaker 1 (14:06):
I like that.
Speaker 3 (14:07):
How about our next brand, Samsung? What do you think
Samsung feels like, smells like taste.
Speaker 2 (14:14):
Like I think Samsung smells so you know, I'm just
gonna choose one sense that I think really attaches to
my feeling of Samsung, and that's smell, because I think
this taps into their phone's propensity to catch fire and
make all their packaging smell like smoke or melted plastic. Like,
(14:37):
that's what I think of I.
Speaker 3 (14:38):
Think we're in the same ballpark. I went with the
smell of like factory fresh solder. Okay, a little bit burnie,
you know, yeah, like melted metal or you know, something
like that.
Speaker 2 (14:53):
Yeah.
Speaker 3 (14:53):
I thought the touch could be kind of like a
mild static like you know, weather coming out of the dryer.
Speaker 2 (15:01):
Mmmm. Okay yeah, that static electricity when you like rub
a balloon balloon, Yes, okay, yeah, a little little crackley. Yeah,
I get that. I actually do agree with that. I
think I think I got that too. What about did
you cover taste?
Speaker 3 (15:19):
Taste? Taste was challenging. Yeah, ideas I had TV dinner
or burnt charcoal.
Speaker 2 (15:28):
So we come back to the uh yeah, then come
back to the barn.
Speaker 1 (15:32):
Yeah.
Speaker 2 (15:33):
TV dinner is interesting though. Yeah, like the plastic coming
off of the TV dinner. It's kind of hot and
like a little almost melty.
Speaker 3 (15:42):
Possibly a little smoky.
Speaker 2 (15:44):
Yeah, because you left it in too long. Yeah, it
caught fire.
Speaker 3 (15:49):
It's an overdone TV dinner.
Speaker 2 (15:52):
Okay, Yeah, all right, Well then how about our next
brand on the on the mind thundering plateau. Today we've
got Trader Joe's. What about Trader Joe's.
Speaker 3 (16:02):
Trader Joe's. So, I was, you know, very very produce
focused on this. So the touch to me was like
reaching your hand into a box with a hole that's
filled with moist lettuce.
Speaker 2 (16:16):
Moist lettuce, so it's both.
Speaker 3 (16:19):
Crispy and squishy.
Speaker 2 (16:21):
I get that.
Speaker 3 (16:22):
Are you there? Are you there with that?
Speaker 2 (16:24):
Yeah, I'm sort of I'm picking it up right now.
I'm like, I'm picking up the lettuce.
Speaker 3 (16:29):
I mean, there's a lot of different ways you could go.
If you're going vegetable, you're going fruit, could go herb
or I don't know, you where do you go with
Trader Joe's.
Speaker 2 (16:41):
I mean, I think anything food related to any brand
that has food associated with it, it's it's a no
brainer to focus on the sense of smell, you know
what I mean, like because you can get like an
or like time or or basil, you know, something like that.
Taste seems too obvious in this case because it's like, yeah,
come on, but what if like it's touch and touch
(17:05):
is imagine walking through a fog that tingles?
Speaker 3 (17:10):
Oh okay, you know, and.
Speaker 2 (17:11):
It's not like to me, it wasn't like a moist fog,
like a traditional fog. You know, if you go through
a normal fog, you would get it, you would feel damp,
But this isn't damp. It's kind of warm or maybe
even cool. Depending on the season.
Speaker 3 (17:25):
I like this. I like this a lot because it's
it's a little different. And let me attach this to
another idea I had for smell, which I was trying
to stay away from again, like the herbs or like
you know, something like garlic or something that you would
just it's kind of easy. So I was thinking about
(17:47):
putting your nose to a field of recently tilled soil, hmm,
petricor what if your fog is over this field?
Speaker 2 (17:57):
Okay, you know what if.
Speaker 3 (17:59):
You're smell and your feel are all coming from this
same area.
Speaker 2 (18:04):
Yeah, that's possible. That's possible, and that is Trader Joe's.
Speaker 3 (18:09):
That's the essence of Trader Joe's there, and it has nothing.
You're not even seeing feeling, tasting food at all. Yeah,
but you're getting.
Speaker 2 (18:19):
The essence, right, getting the essence of maybe where the
food comes from. Yeah, exactly, Yeah, the earth exactly. Yeah. No,
I like that a lot. I think that, man, that
that's pretty good to a t Trader Joe's. If you
want that, go ahead.
Speaker 3 (18:35):
That's exactly who they are.
Speaker 1 (18:36):
Yeah.
Speaker 3 (18:37):
Next up, the next one is called Adidas.
Speaker 2 (18:42):
Here's what I think. Okay, let's see.
Speaker 3 (18:44):
If you think when I think or if you've managed
to crack this one.
Speaker 2 (18:48):
So there's a couple of things I want to say
about this, Okay. One is I immediately go to the new
shoe smell. Okay, this is something that I love. I'm
a weird person. People, You and I have talked about this.
I love the smell of books and paper, right, oh yeah, yeah,
I mean yeah, even old books, like they've been in
a library and like you smell that old paper and
(19:09):
you know, there's something so beautiful about it. But new
shoes comes in a close second, and smell you put
your smeout in the opening of a new shoe. It's
like the new car smell. It doesn't last long, but
man is so good. I don't know if everybody would
love the new shoes smell, but I think that definitely
(19:30):
is how I imagine Adidas be good.
Speaker 3 (19:32):
If you're like going out on a date and somebody's like,
smell like new shoes.
Speaker 2 (19:36):
It's like somebody who wears strong cologne, you know, but
it's actually just new shoes smell pouring out of you.
Speaker 3 (19:42):
It's just Adidas. So I you know, I was thinking
about this one for a whiles going around in circles
as trying to break away from the initial thoughts, you know,
trying to do something different, go somewhere different, you know,
take a Trader Joe's type approach, do it touch, smell, taste.
(20:03):
My answer to all of them is leathery leather, which
is similar to where you were going with the smell,
but yeah, it's leathery.
Speaker 2 (20:11):
So think about this. What if they could tap into
this idea of the vibrations, like the master card. What
if there's something in your sneakers, you know, kind of
like a smart watch, you know, like it's time to stand,
you know, but you got vibrations. Or or take it
a step further, what if like your shoes could massage
(20:32):
your feet. I'm not sure how they would technically work,
but how damn would I buy some massage sneakers? You
know what I mean? Like if something could like caress
your feet, you know, because you think about you think
about like a long hard day running, walking, standing it
at work, and you've got something massaging your feet, either
(20:53):
at the end of the day or even during the day,
because why do you have to wait? You know, not
you don't have to take your shoes off. So the
vibration thing, you know, could really work multiple ways, but
you know, it could be the sense of touch there.
Speaker 3 (21:05):
Yeah, I mean I could see something right now where
you're almost you're getting like a foot analysis, like hey
you have a pain right here, or it's time to
get new shoes. Your shoes are worn down, like to
this extent now we can tell that. Yeah, so the
shoes almost like talking to you and reading like, hey,
you're not moving your foot right here or something like that.
(21:27):
You know, the shoes like teaching you, talking to you.
Speaker 2 (21:30):
Yeah, I know that this isn't the fuzz, right, We're not.
We're not actually like mind thundering the future of these things.
But a little bit of my thought process has been
as I'm thinking about what is this sense like in
this brand? It seems like a no brainer that you
would put some vibration technology and sneakers or.
Speaker 3 (21:50):
What about you know, improve the smell inside sneakers.
Speaker 2 (21:55):
New shoes smell forever, improve that make that happen.
Speaker 1 (22:03):
All right?
Speaker 3 (22:03):
How about our last brand? What do we got?
Speaker 2 (22:06):
So we have Mercedes, a luxury brand, Chad Automobiles. What
do you think this one was a little tricky.
Speaker 3 (22:16):
I thought, you know, I had a tough time getting
a handle on Mercedes in comparison to I guess all
the other car brands out there and where they fall
in terms of class and stuff. I had their touch
as you know, cool but not icy. But I'm like,
what's the material exactly? You know, And it's easy to
(22:37):
say like smells like new car smell, but anybody could
be that. I almost think of Mercedes as having a
lack of smell, like no smell whatsoever, like being defined
by actually not having a scent.
Speaker 2 (22:51):
Hmm, so it doesn't have a new car scent.
Speaker 3 (22:54):
Yeah. And then with the taste, I went with a
slight hint of red wine. Hint of red wine, a
little bit of privilege, amount.
Speaker 2 (23:03):
Of ton a little bit of privilege. Privilege isn't interesting. Yeah,
I just threw it.
Speaker 3 (23:10):
Yeah yeah, but could get a total you know, I'm like,
where does Mercedes fall these days in terms of like
it's on the higher end, but how high on the
you know, in the scheme of car brands are they now? Yeah?
Speaker 2 (23:23):
I still think that they're sort of riding on the
coattails of marketing of years gone by.
Speaker 3 (23:30):
Decades gone by, Yeah, decades.
Speaker 2 (23:32):
Yeah, your ears isn't even fair anymore. I think once
upon a time that brand stood above many others. But
do they have that classification still?
Speaker 3 (23:43):
Yeah, oh yeah, yeah, but I think there it's more
much more mainstream of an actual vehicle now hm. And
I think they still want it, but they still want it,
they want to be a little more accessible. Yeah, yeah,
this one was a little tougher. Where did you what
did you have?
Speaker 1 (23:58):
Yeah?
Speaker 2 (23:58):
So, you know, much is the way I naturally lean
for Mercedes. You were talking about leather earlier, and I
was thinking, you know, they're automobiles typically are leather inside, right,
so that's been done, so it's kind of hard to
say it feels like leather. I just I felt like
that was a cop out. But you want luxury, right,
so I'm sure they've experimented with all kinds of materials
(24:21):
and stuff like that. So if I wanted to go
outside a leather I was like, huh, you know, it's
got to be silky smooth. Recently I had someone say
they felt a shirt and they were like, is that bamboo?
Because it was so soft. So I was thinking, you know,
something like that where it's the material is so silky smooth,
but it's not silk. Maybe it's a new material that's
(24:42):
like bamboo. It's almost like you're not touching anything, but
you can feel it. What if they did that in
the car so that this cozy feeling came over you
because you're being hugged by these seats made out of
this material. I was thinking about seat belts. You know,
seat belts aren't really comfortable, we deal them. What if
you could invent a seatbelt that you felt safe, but
(25:05):
you didn't feel like you had this strap then you
buckled it in. If they could set themselves apart, there
something that you can't get in any other vehicle anyway.
Speaker 3 (25:15):
Yeah, that'd be different. Nobody's ever really done anything like that.
I also thought maybe there's something too. I don't know
exactly how be incorporated the feel of the logo m
you know, the Mercedes logo, and maybe it's just like
the three triangles. Maybe that translates into vibrations, you know,
it's like somehow three and then a circle is a
(25:37):
longer vibration.
Speaker 1 (25:39):
I don't know.
Speaker 3 (25:39):
I don't know how they do that exactly, and maybe
they could do that across in different ways, you know,
but really like transforming your logo into we don't have
a logo anymore, you just feel the logo.
Speaker 2 (25:52):
Wow, mind thundering session complete.
Speaker 3 (25:56):
Yeah, we've gone to some places today. We've really opened
the mind. Yeah, to the future of marketing.
Speaker 2 (26:01):
Yep, we've thundered and we hope you enjoyed this episode.
We certainly did. I mean again, lighthearted episode, a lot
like Linguistic Lurkers that we had the last episode. Just
a fun all around episode to talk about things that
we don't normally get to talk about in marketing.
Speaker 3 (26:18):
Yeah, we'll try to do a darker, more serious episode
next time.
Speaker 2 (26:23):
Which we tend to do. We do that a lot.
We do those those dark EMPITSR thing. Yeah, it's our thing.
But we hope you enjoyed today's episode. That's it for today.
You can find current and past episodes of the podcast
on Speaking Human dot com.
Speaker 3 (26:40):
We'll be back in two weeks with another episode of
Speaking Human. Catch you then Humans
Speaker 1 (26:49):
Speaking Human
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