Uncategorised

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How to maximise the uniqueness of your brand

What actually differentiates your product, your brand, from its competition is how it makes your consumers feel.

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Why understanding consumers’? mood shift will protect you from competitors.

We love food and drink products because of the way they make us feel. We come back to certain products time and time again because we feel better after eating them than we did before.

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Are we at a crucial moment for plant-based & animal-free meat/dairy substitutes?

As excitement mounts about plant-based and animal-free products, I am also reading more and more articles arguing that consumers are not yet convinced. Is the media hype just wishful thinking from a progressive, vegan biased few, rather than a true sustainable market reality?

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Brands must be better at delivering Emotional Benefits not just promising them.

Brand owners need to step up their game and start to deliver the psychological benefits that their advertising has, for years, been promising.

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Aromas Flavours and Emotional Responses

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.