Page 45 - Cubo - Winning In Plant-Based
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Own the experience
6)
Deliver If we can design a brand, especially in a category
like plant-based which will have strong emotional
and functional connections, where every touchpoint
consistently and powerfully communicates the same
consistently message then we end-up with a much more powerful
brand – one that owns the consumer experience
The following examples are all obvious ones, but
across all each of these brands does a superb job ensuring
every touchpoint delivers a consistent message
to the consumer – from the packaging, to the
advertising to the product experience. Just imagine
touchpoints how good Apple would be if they had taste to play
with!
Clearly, to get everything aligned and speaking the
same language, you need to understand your brand
and aims in granular detail, luckily consumer research
and engagement can ensure this is truly the case
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