Page 28 - Unlock Sensory Power

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.