Page 58 - Unlock Sensory Power

DEALING WITH DISRUPTION

Brand’s often look to research to
aid selection from an array of
possible design routes. Decisions
are taken using a combination of
metrics: liking, stand out and a
design’s ability to land intended
equities.

This state of affairs has served
brands reasonably well, but with
Millennials more predisposed to
‘discovery brands’ that disrupt
category norms and express
identities across social media, we
believe that aspirations for pack
development must also shift. TIME TO GO BEYOND LIKING
‘Liking’ is no longer a reliable
predictor of success. It’s shifting Fact is, we all rely heavily on
more towards meaning. non-conscious cues when it comes
to making judgements. One study
With consumers less available to indicated that over 90% of the
advertising, packs must become meaning we decode from social
better at representing what the communications involve
brand actually stands for. Key mechanisms beyond the spoken or
equities must land without the written word.
shopper even being aware that
communication has taken place.