Page 50 - Unlock Sensory Power
P. 50
FIRST IMPRESSIONS MATTER THE NEXT LEVEL
You walk into a room and meet A conceptual profile formed in
someone for the first time. They’re response to a brand affects us in two
wearing a purple outfit. Your ways. First, there is an immediate
impression of this person happens and obvious reaction - such as the
quickly, intuitively and automatically. pleasure gained from biting into a
It’s a different impression to what chocolate bar. Second, there is the
would have happened had the person emotion (positive or negative) that SWEAT
been wearing yellow. But why? follows.
The reason is that different colours Most consumer research zones in on
have different associated meanings: a people’s immediate and obvious
conceptual profile. Not only this, the reactions to stimulus and much less
corresponding representations that on the conceptual aspects of their SMALL
come to mind are likely to be representation. However, we have
different. found that certain people,
pre-screened for sensory acuity and
This is the fundamental basis of verbal articulacy and given specific
Sensory Branding. training, can delve more deeply into
the sensory, conceptual and affective STUFF!
Brands have a sensory profile that is reactions to packs and products.
true and a conceptual profile that is
our response to it. This ability to get to the next level of
a brand experience gets us closer to
Conceptual profiles are influenced by being able to engineer specific TINY SENSORY DETAILS CAN HAVE THE MOST DRAMATIC IMPACT.
life, cultural and category emotional outcomes.
experiences – including the media.
Indeed, one of the roles of WE CHAMPION THE ‘LAST 5%’ IN PRODUCT DEVELOPMENT.
advertising is to build powerful
associations between the sensory BECAUSE A LITTLE REALLY DOES MEAN A LOT.
characteristics of the brand and the
conceptual meaning that creates our
desire to purchase.
