Page 31 - Unlock Sensory Power

WHY AUTHENTICITY IS A TOUCHY-FEELY,

SENSORY THING.

To be truly authentic, brands have got
to pay more attention to their sensory Three dimensions of authenticity:
profiles.
DEMONSTRATE PURPOSE
Every marketing manager knows that MORE THAN A BOX AND A BRAND
brands stand or fall by the level of trust NAME. GO BEYOND WHAT YOU DO AND
that consumers invest in them. Trust is
hard won and easily lost. Brands that fail WHERE, TOWARDS HOW YOU DO IT GRAVITAS,
to deliver on their promise do so at their AND WHY.
peril. Remember Sunny Delight? It was
“the great stuff kids go for.”
MEANINGFULLY DISTINCTIVE
Positioned in the chiller cabinet and BOLD DESIGN THAT PHYSICALLY
fortified with vitamins, Sunny Delight EMBEDS DESIRED BRAND EQUITIES NOT
reassured mums that it was the healthier
option. In reality, it was an artificially ACROSS PACK AND PRODUCT.
flavoured drink with added sugar and only
5% juice. TOTALLY TRUTHFUL

Any discourse between the DELIVER EXACTLY WHAT YOU
brand, pack and product PROMISE - CONSCIOUSLY AND GIMMICKS!
execution carries some degree NON-CONSCIOUSLY. BE HONEST IN
of penalty. ALL COMMUNICATION.
SENSORY BRANDING TRANSCENDS TYPICAL
If you’re not authentic in the eyes of MARKETING TACTICS LIKE SONIC BRANDING.
today’s consumer, you’re skating on For Purpose, Ella’s Kitchen is considered
thin ice when it comes to being trusted. authentic because it seeks to create a
Various definitions exist, but most are too generation of ‘good little eaters’. IT’S MORE FUNDAMENTAL THAN THAT, SEEKING
narrow. Authenticity is not clear cut. It’s However, purposeful brands don’t have to
a fuzzy thing! Here, we offer a three part rely on social contributions. A recent MMR FORCEFUL DELIVERY OF BRAND POSITIONING.
definiton after much exploration. study into premium products found that
brand purpose could be more strongly
implied if pack structure broke category
rules.

Novel structures signaled brands on a
mission to challenge the status quo.