Page 22 - Unlock Sensory Power

MEANINGLESS VS.

MEANINGFUL

Ehrenberg Bass, the influential
marketing think tank, suggest that
brands give up on achieving functional
differentiation.
Every sensory characteristic across
Rather, they should achieve pack and product generates meaning.
‘meaningless distinctiveness’ to build
mental availability. Be distinctive for The opportunity is to work towards the
distinctiveness’ sake, in order to stand right meaning, creating a sensory
out and be memorable vs. the signature that is unique and wholly
competition. tuned to the positioning of the brand.

The implications of this widely There are several examples of great
supported view are now being sensory signatures. Sometimes created
considered by brands seeking to stand deliberately, other times by pure luck!
out and be noticed in a noisy world.
Consider Johnson and Johnson’s
famous baby lotion. The product
THOSE BRANDS WISHING immediately evokes the love and care
TO GO ONE BETTER, SHOULD of precious baby skin. It’s a highly
memorable aroma that connects parent
ADOPT THE PURSUIT OF to baby at a deep and meaningful
level.
‘MEANINGFUL
DISTINCTIVENESS’ The power of its sensory signature has
surely helped the brand endure all
these years.