Page 28 - Unlock Sensory Power
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SENSORY CHARACTERISTICS
CAN BE EXPERIENCED AT
ANY STAGE OF THE
CONSUMER JOURNEY; WITH
PACK, PRODUCT, OR THE
INTERACTION OF THE TWO.
However, it’s the power of
sensory attributes to promote
desired emotional and
functional benefits that drives
our definition.
A sensory signature can power a
more distinct brand identity and
aid consumer recognition – ensuring
every product (including any line
extension) binds to a distinct
sensory thread.
Dove, Unilever’s iconic skincare
brand, understands the power of its
aromatic signature, which it uses to
thread all new product
development to its core brand
promise.
A sensory signature can protect
against plagiarism, because at its
most powerful, it can only work
when it synchronises with the
unique set of equities owned by a
particular brand.