Page 30 - Unlock Sensory Power

WHY AUTHENTICITY IS A TOUCHY-

FEELY, SENSORY THING.

To be truly authentic, brands have
got to pay more attention to their Three dimensions of authenticity:
sensory profiles.
DEMONSTRATE PURPOSE
Every marketing manager knows that MORE THAN A BOX AND A BRAND
brands stand or fall by the level of NAME. GO BEYOND WHAT YOU DO
trust that consumers invest in them.
Trust is hard won and easily lost. AND WHERE, TOWARDS HOW YOU
Brands that fail to deliver on their DO IT AND WHY.
promise do so at their peril. Remember
Sunny Delight? It was “the great stuff
kids go for.” MEANINGFULLY DISTINCTIVE
BOLD DESIGN THAT PHYSICALLY
Positioned in the chiller cabinet and EMBEDS DESIRED BRAND EQUITIES
fortified with vitamins, Sunny Delight ACROSS PACK AND PRODUCT.
reassured mums that it was the
healthier option. In reality, it was an
artificially flavoured drink with added TOTALLY TRUTHFUL
sugar and only 5% juice.
DELIVER EXACTLY WHAT YOU
Any discourse between the PROMISE - CONSCIOUSLY AND
brand, pack and product NON-CONSCIOUSLY. BE HONEST IN
execution carries some degree ALL COMMUNICATION.
of penalty.

If you’re not authentic in the eyes of For Purpose, Ella’s Kitchen is
today’s consumer, you’re skating on considered authentic because it seeks
thin ice when it comes to being to create a generation of ‘good little
trusted. Various definitions exist, but eaters’. However, purposeful brands
most are too narrow. Authenticity is don’t have to rely on social
not clear cut. It’s a fuzzy thing! Here, contributions. A recent MMR study into
we offer a three part definiton after premium products found that brand
much exploration. purpose could be more strongly implied
if pack structure broke category rules.

Novel structures signaled brands on a
mission to challenge the status quo.