Page 28 - Unlock Sensory Power
P. 28

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.
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