Page 32 - Unlock Sensory Power
P. 32
For Meaningful Distinctiveness, things amplified by loud packaging is more than
become ‘touchy feely’. In the book ‘How met by an aggressive cleaning product.
Brands Grow’, Byron Sharp spelt the end Conceptual and sensory profiles are
of functional differentiation, aligned. Authenticity is ticked.
BODY Meaningless Distinctiveness. Be bold, be
recommending that brands embrace
visually different - in whatever form - to
build mental availability.
Being at the coalface of sensory led
LANGUAGE lost opportunity. Be meaningful. Because
research, it’s fair to say ‘meaningless’ is a
when consumers encounter your pack and
product, they are subconsciously
processing its sensory construction. Every
curve, aroma, texture etc. is cross
MATTERS that kick in on contact. It’s why we think So there you have it. The three
referenced with a series of associations
of sandy beaches when we smell Nivea
After Sun – even in our own bathroom.
dimensions of authenticity. It is without
Taking this further, we’re at a point doubt very nuanced, and relies heavily on
the consumers’ sensory experience.
where sensory science can guide brands
towards more distinctive (and Authenticity may be fuzzy, but it can be
meaningful) sensory signatures – a brand engineered. A sensory led approach on
DNA that is unmistakable and even more your next project can help get you there.
memorable. (See ‘Power of Sensory
Signature’ for a fuller explanation.)
To be Totally Truthful, you must be
DON’T RELY ON DIRECT COMMUNICATIONS! confident that product delivery meets
WHAT DOES YOUR BRAND’S SENSORY PROFILE SAY? expectations exactly.
The launch of a new chocolate bar
DOES IT SUPPORT THE BRAND MESSAGE - OR NOT? promising ‘powerful’, ‘sophisticated’ and
‘sensual’ will not succeed if the sensory
profile records ‘comforting’,
‘uncomplicated’ and ‘easy going’.
No matter how good the chocolate is,
brand, pack and product are not aligned.
It’s inauthentic. And, by the way, this
actually happened!
By contrast, a brand like Cilit Bang (also
sold as Easy-Off or Veja in other markets)
does a great job of synchronising brand,
pack and product. Brash communications,
