Page 44 - Unlock Sensory Power
P. 44
COVERT COMMUNICATION
Sensory Branding can increase your
brand’s performance on System 1/
Type 1 mental processing. It ensures
that equites are communicated in a
more covert way.
What structures, substrates and
graphics could communicate desired
brand equities most powerfully?
Do you even know what sensory
MARKETING TO MILLENNIALS Put simply, for younger consumers, attribute of your brand is making the
the category signal that carries its biggest impact on consumer
In 2016, MMR commissioned a study meaning has weakened, often perception right now?
into people’s perceptions of leading dramatically. ASK YOURSELF:
grocery categories, reaching over
3,000 participants of all ages. This is a manifestation of a cohort
less exposed to category and brand BY TAKING A SENSORY LED HOW CAN I MAKE MY
The aim of the study was simple. messages.
To capture how people think about APPROACH, YOU’RE GOING SENSORY ASSETS WORK
food, drink, household & personal And whilst we would expect category BEYOND CONSCIOUS HARDER AT SUPPORTING MY
care categories - and measure how signals to strengthen for younger
consistent this meaning was within people as they gain life experience, COMMUNICATION AND BRAND’S POSITIONING?
and across generations. it’s highly unlikely that those signals THINKING ABOUT BRAND
will ever match the power
Do Millennials share a similar transmitted to previous generations. BODY LANGUAGE.
understanding of categories with Media has fragmented. Information
their peers? Is it broadly the same has exploded.
meaning as for older generations? GET YOUR BRAND’S BODY
So how do you beam your brand
Results made interesting reading. equity to distracted consumer LANGUAGE RIGHT AND
psyches? YOU’RE FACILITATING
Whilst older people had fairly
consistent views on which emotional Time to think System 1 activaton, at FASTER, MORE INTUTIIVE
and functional terms best pack and product level. PURCHASING AT SHELF.
represented a category, this was not
the case for younger people.
