Page 28 - Unlock Sensory Power
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SENSORY CHARACTERISTICS
CAN BE EXPERIENCED AT GERMOLENE & SAVLON
ANY STAGE OF THE ANTISEPTIC CREAMS
CONSUMER JOURNEY; WITH
PACK, PRODUCT, OR THE When it comes to life’s cuts and This contrasts to Savlon (a pure
INTERACTION OF THE TWO. grazes, millions of people reach white cream with a more subtle
for antiseptic creams that help aroma) which evokes ‘gentle’,
protect from infection. ‘soothing’ and ‘healing’.
However, it’s the power of
sensory attributes to promote Two leading brands competing Both signatures work because they
desired emotional and functional for our attention are Germolene reinforce distinct positionings,
benefits that drives our definition. and Savlon. non-consciously.
Each product demonstrates how
a sensory signature can reinforce
a compelling brand positioning.
In other words, the precise
A sensory signature can power a more physical properties of each cream
distinct brand identity and aid directly support the marketing.
consumer recognition – ensuring every
product (including any line extension) The sensory signature of
binds to a distinct sensory thread.
Germolene (a thick white and pink
Dove, Unilever’s iconic skincare cream with oil of wintergreen
brand, understands the power of its aroma) evokes functional and
aromatic signature, which it uses to emotional associations akin to
thread all new product development ‘powerful’, ‘effective’ and
to its core brand promise. ‘reassuring’.
A sensory signature can protect
against plagiarism, because at its
most powerful, it can only work when
it synchronises with the unique set of
equities owned by a particular brand.
