Brand owners need to step up their game and start to deliver the psychological benefits that their advertising has, for years, been promising.
When strong links exist between certain aromas and flavours and the emotions that they trigger, sometimes these links do not work in the way that we would like them to. Sometimes we need to find ways to break or retune the link.
Managing heritage brands, in todays’ fast moving markets is not easy. But it can be done very effectively and with outstanding results. It starts with understanding the consumers’ emotional journey with your brand. Once you understand this emotional journey you will have the secret to stay ahead of the competition.
Understanding the consumers’ emotional journeys helps us to understand how and why they react as they do. While trying to understand their rational thought process is impossible because, in truth, it does not exist.
When launching a new or modified product, it is generally targeting a slightly different niche in the market. Traditional research may tell us that consumers want these products to taste the same as the product that it is replacing, but that is just a reflection of how little consumers know about themselves and a major weakness of traditional research.
Speak with us about your needs and we will work with you to create the best project design to give you the answers together with clear practical recommendations to your problems.
