BeachCup l 17.6.2023
Review of Talkinar No 3Talkinar No. 3 with Olaf G. Hartmann took place last Wednesday. In a conversation with CEO Steven Baumgaertner in his office in Remscheid, he talked about the highly interesting and important topic of “making full use of the power of the senses”. What role do haptics play in such a digital world?
Haptic media generate emotion. And emotion is important because it serves to anchor information. Brands go to great lengths to give their brand a haptic form of recognition.
The first thing we wanted to know from Olaf was this: why are haptics important for people? Olaf answered as follows. Because it is the first sense that forms when we are an embryo, and it is the last one to leave us. Probably the biggest example is the Coca-Cola bottle, which is nowadays shown as a silhouette on Coke cans. Once established, haptic stimuli can also be activated via other senses. For example, the shape of a Red Bull can has the same proportions as a battery. And what does the product deliver? Energy. Another example is the square chocolate bar, Ritter Sport. Another shape would not work here since this brand is already so firmly linked to the concept. This shows that some meanings are so strongly anchored in our minds and so powerful that they can even trigger a placebo effect. If we anchor meanings haptically, then it’s very easy to recall them.
ARIVA – a model that divides the haptic effect into five dimensions – shows how important the haptic effect is for marketing, communication and sales: ARIVA stands for Attention, Recall, Integrity, Value, Action. The intensity of our experiences increases with each additional sense that is activated. Olaf describes this model in detail in his book Touch!.
Haptics still have the advantage over the audio-visual that the object is simply there. The mere presence of a brand is of enormous value for an advertiser or a seller. Objects that remain present in people’s environment for a very long period develop enormous value. The more the brand is seen, in conjunction with a positive emotion, the more it changes the memory traces. Trust is created through familiarity. That is why haptic media still play an important role today in brand development and building a brand relationship.
An interesting phrase that Olaf uses translates roughly as follows: I completely mis-felt that. Or the even more famous turn of phrase: I’ll believe it when I see it. This fairly common attitude probably also applies to every other sense. If we touch something, thanks to its haptic effect, it appears all the more convincing. All the more credible. After all, haptics are what prove to us that an object we perceive is not just an illusion. The credibility conveyed by the haptic effect is particularly evident in the phrase Pinch me! In the end, it means nothing more than the statement that you only believe in the reality of something when you combine it with a haptic perception.
An essential point in haptics is also the value and quality that you don't just discard, unlike with audio-visual advertising. Using cyber-Wear as an example: we donate! To kindergartens, institutions and associations that are always happy to receive these donations.
How can you tell that haptics still play a role in the Alpha generation? When the mobile Internet exploded. When the touchscreen came on the market, interaction with the smartphone changed – Apple taught us to stroke our phones. There you can see the activation of the mental concept. What we stroke, we love.
So, haptics are here to stay. As an important part of brand building, brand development and expansion, haptic brand identity must be developed from the product, from the materiality of a company’s own products. And how can we make appreciation directly tangible? With the Employer Branding Box, see https://youtu.be/qcYOLuZ-Ykg.
Thank you, Olaf, for your time, your effort and, above all, the knowledge which you have shared with us!