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Revealing your Brand’s Emotional Signature: going beyond surface perceptions.

In my discussions with brand owners, many express a confident grasp of their consumers’ emotional responses to their brand. “My brand makes the consumer feel like this,” they often assert. While such clarity is commendable,…

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Connecting Emotional/Sensorial pathways to differentiate toothpaste.

In the area of consumer goods, the subtle yet profound sensory experiences often serve as the cornerstone of product differentiation. Take, for instance, the seemingly straightforward task of choosing a minty toothpaste. During a recent…

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Crafting Consumer Experiences: moving beyond functionality.

Moving Beyond Functionality to Emotional Connection in Brand Development In today’s competitive landscape, mere functionality is no longer sufficient for consumer goods. Shower gels must offer more than just cleanliness, sodas need to transcend mere…

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Great taste, low sales: Understanding Consumer disconnect

It is so frustrating when you know the product is great and you can see the branding, positioning and price are OK because you are getting trial, but you are not getting repeat purchase. Your…

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Air Fryers: an opportunity?

Adapting to change Every so often, a culinary revolution changes the way we approach cooking. The introduction of the domestic freezer was a game-changer, revolutionizing household meals. Suddenly, foods that were once rare or exclusive…