Page 33 - Unlock Sensory Power

For Meaningful Distinctiveness, By contrast, a brand like Cilit Bang
things become ‘touchy-feely’. In the (also sold as Easy-Off or Veja in other
book ‘How Brands Grow’, Byron Sharp markets) does a great job of
spelled the end of functional synchronising brand, pack and product.
differentiation, recommending that Brash communications, amplified by
brands embrace Meaningless loud packaging is more than met by an
Distinctiveness. Be bold, be visually aggressive cleaning product.
different - in whatever form - to build Conceptual and sensory profiles are
mental availability. aligned. Authenticity is ticked.

Being at the coalface of sensory led
research, it’s fair to say ‘meaningless’
is a lost opportunity. Be meaningful.
Because when consumers encounter
your pack and product, they are
subconsciously processing its sensory
construction. Every curve, aroma,
texture etc. is cross referenced with
a series of associations that kick in on
contact. It’s why we think of sandy
beaches when we smell Nivea After Sun
– even in our own bathroom.

Taking this further, we’re at a point So there you have it. The three
where sensory science can guide dimensions of authenticity. It is without
brands towards more distinctive (and doubt very nuanced, and relies heavily
meaningful) sensory signatures – on the consumers’ sensory experience.
a brand DNA that is unmistakable and
even more memorable. (See ‘Power of Authenticity may be fuzzy, but it can
Sensory Signature’ for a fuller be engineered. A sensory led approach
explanation.) on your next project can help get you
there.
To be Totally Truthful, you must be
confident that product delivery meets
expectations exactly.

The launch of a new chocolate bar
promising ‘powerful’, ‘sophisticated’
and ‘sensual’ will not succeed if the
sensory profile records ‘comforting’,
‘uncomplicated’ and ‘easy going’.
No matter how good the chocolate
is, brand, pack and product are not
aligned. It’s inauthentic. And, by the
way, this actually happened!