SAVOR YOUR BRAND’S FLAVOR.
Taste is perhaps the most discerning of our senses. We can immediately detect nuances among five different modes: sweetness, sourness, saltiness, bitterness and savoriness. What’s more, we can detect mixtures of those flavors, and appreciate the overall taste as well as the individual components.
That’s why it’s equally important to think about your brand in terms of taste. Just as taste relies on a balance of several different flavors, your brand is a balance of several different factors. Sweetness may be a strong attractant for initial purchase of your product or service…but other flavors need to be part of the brand mix to invite deeper engagement. If you’re a disruptor brand, bitterness and sourness represent stopping power; however, other flavors should balance and soften that disruption.
On a deeper level, taste and food associations have implications for the other sensory aspects of your brand; reds and yellows, for instance, activate taste receptors and activate appetite; blue tones suppress appetite. For experiential marketing, events, giveaways and other items, defining associative tastes can create powerful emotional bonds.
Make sense of your brand with our BrandSense Toolkit: Sight | Sound | Touch | Taste | Smell | Intuition
OUR FULL BRAND AND CREATIVE TOOLKIT LETS YOU SAMPLE SEVERAL TOOLS AND STRATEGIES:
With in-person discovery sessions (or online discovery sessions), we walk your entire team through brand exercises dedicated to exploring the 12 major brand archetypes/personalities. Identification of your brand personality type or types helps guide positioning, language choice, textures, and many other facets of your brand communication…and can also guide promotions and partnerships.
STATEMENTS OF TRUTH AND BRAND PROMISE
Based on brand discovery sessions, we help you develop multiple “statements of truth,” then cluster those statements to build
an ownable Brand Promise.
After brand discovery that helps identify your brand personality (or personalities), opportunity analysis uncovers partnerships, promotions and experiential marketing initiatives that match your brand.