Page 54 - Unlock Sensory Power
P. 54
SENSORY RULES
With new product development,
there’s so much to get right and so
much that can go wrong. We offer
three overarching rules to increase
chances of success:
FLOW AGAINST FAILURE First, create a compelling brand
We’ve learned that in order to narrative that engages your target
create deeper connections with market and motivates purchase
consumers, brands must acquire intent.
conceptual convergence, or flow,
between the brand, pack and Second, make sure that the
product elements. Arguably, an conceptual profile emanating from
absence of flow between the the sensory construction of pack
conceptual meaning of brand, pack and product echoes this narrative.
and product is one of the principle
causes of new product failure. Third, achieve a seamless flow
between all elements in order to
(See ‘Beware, Zombies!’) create the most powerful mental
representation.
This stuff matters!
We’ve all experienced brands that
generate a certain magic. However
most brands are merely competent,
not complete or charismatic.
