The marketing of the intangible, sensory and narrative

Author: Redazione Date: 14 June '22 Category: Marketing & Communication

An increasing number of companies are aiming for a corporate path that affirms the supremacy of emotions and narratives in the new paradigm of the relationship with the consumer. Latest generation marketing uses storytelling and believes in narrative capital as a fundamental source of innovation and income in the medium to long term. It uses sounds, smells, scents, colours and flavours in the construction of innovative olfactory architectures and sensory identities of spaces, products, companies, territories and brands. The marketing of the intangible is based precisely on emotional messages, with a strong narrative, invisible to the eye but extremely profound and dedicated to the post-modern consumer.

Storytelling is part of a company’s narrative capital

and the use of the five senses effectively reinforces the narrative around the brand, location and corporate identity. The intangible capital is the lever on which to focus to make the customer feel loved and give them a unique, authentic and memorable experience.


Every company is the product of its great stories, of its founding narratives, of its tales of invention and innovation, of commitment and courage, of the description of its identity and of the reason for which it was born and was created, of its goals, inspirations, creative stories that have generated the brand. These narratives, which are in fact a form of narrative capital, are very important, given that they generate destiny, provide a sense of purpose and direction, and recall the challenges of the past and those of the future.


Storytelling primarily means creating textual, visual, sound, perceptive and, in the case of an olfactory branding project, olfactory representations that a Brand and a product or service or a person can create to excite and relate better with an audience. It serves to outline our identity, to be remembered, to find relational connections and generate belonging, to involve and excite in a profound way.

Companies want to be authentic

Because they know that an audience is only moved if it resonates emotionally with them. Along with storytelling, the five senses also help in creating individual and personal brand experiences. What has generated a growing interest in the five senses and how can we explain this acceleration?


Researchers such as Pine and Gilmore (1999) state that we are currently undergoing a transition from a service economy to an experience economy, where experiences are seen as the most important drivers of value creation in the future.

The role of the five senses

By involving the five senses – sight, hearing, smell, touch and taste – an individual and personal experience of a brand is created at a deeper emotional level, in which the individual’s lifestyle, personal characteristics and social context are key factors.


Unlike mass and relationship marketing theories, sensory marketing focuses on developing a supreme sensory experience. Some scientific and marketing researches highlight just how companies can use human sensoriality in marketing management activities. This is certainly a step forwards in building a relationship with individuals and not with the mass, thus responding to the growing demand for individualisation. This very recent research demonstrates how brands can use the five senses in marketing to be closer to their customers.


Sensory marketing stimulates the five senses of consumers to influence their mood, loyalty, and to develop a deeper and more emotional relationship with them.

Smell and hearing: extraordinary senses

A smell or a scent is hidden, invisible to our eyes but always present in everyday life, it inebriates us, excites us, takes us back into the past through the olfactory memory, gives us emotions that have remained in the unconscious again, makes us remember moments of real life, people, things, events.

The marketing of the intangible

it encompasses all the activities and products that stimulate the five senses and that transmit pleasures, sensations, emotions that are totally invisible to the eye but which manage to generate authenticity and messages that go straight to people’s hearts. A story, a sensation, a perception, an invisible pleasure full of storytelling.

The Ephèmera experience

The marketing of the intangible, sensory and narrative is part of our core business. In addition to helping you identify the olfactory identity that speaks of your business project, we take care of expanding the value of your branding through storytelling activities and involving your customer through the creation of multi-sensory sets or events, in line with your environments and with your branding goals.

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