Page 54 - Unlock Sensory Power
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SENSORY RULES
With new product development,
there’s so much to get right and so
much that can go wrong. We offer
three overarching rules to increase SILO
chances of success:
FLOW AGAINST FAILURE
First, create a compelling brand
We’ve learned that in order to narrative that engages your target
create deeper connections with market and motivates purchase TESTING
consumers, brands must acquire intent.
conceptual convergence, or flow,
between the brand, pack and Second, make sure that the
product elements. Arguably, an conceptual profile emanating from
absence of flow between the the sensory construction of pack and
conceptual meaning of brand, pack product echoes this narrative.
and product is one of the principle AROUND THE WORLD, MOST PRODUCTS FAIL.
causes of new product failure. Third, achieve a seamless flow
between all elements in order to
(See ‘Beware, Zombies!’) create the most powerful mental WITH PACK AND PRODUCT RESEARCH OFTEN CONDUCTED IN
representation. SEPERATE STREAMS, COULD IT BE THAT MANY LAUNCHES LACK
COMPELLING COHESIVENESS?
This stuff matters!
We’ve all experienced brands that ARE THEY IN-AUTHENTIC?
generate a certain magic. However
most brands are merely competent,
not complete or charismatic.
