Page 22 - Unlock Sensory Power
P. 22
MEANINGLESS VS.
MEANINGFUL
Ehrenberg Bass, the influential marketing
think tank, suggest that brands give up on
achieving functional differentiation.
Rather, they should achieve The opportunity is to work towards the
‘meaningless distinctiveness’ to build right meaning, creating a sensory
mental availability. Be distinctive for signature that is unique and wholly tuned
distinctiveness’ sake, in order to stand to the positioning of the brand.
out and be memorable vs. the
competition. There are several examples of great
sensory signatures. Sometimes created
The implications of this widely deliberately, other times by pure luck!
supported view are now being considered
by brands seeking to stand out and be Consider Johnson and Johnson’s famous
noticed in a noisy world. baby lotion. The product immediately
evokes the love and care of precious baby
skin. It’s a highly memorable aroma that
THOSE BRANDS WISHING connects parent to baby at a deep and
TO GO ONE BETTER, SHOULD meaningful level.
ADOPT THE PURSUIT OF The power of its sensory signature has
surely helped the brand endure all these
‘MEANINGFUL years.
DISTINCTIVENESS’
Every sensory characteristic across pack
and product generates meaning.
