Date: Thursday August 17, 2023 2pm ET (11am PT)
With Greg Stucky, Chief Research Officer, InsightsNow
Did you know 70% of brand extensions fail to survive their first two years on the market? This high failure rate is most often associated with the brand missing its brand fingerprint. Either it was positioned too far away from current brand equity, or the product itself didn’t deliver on the sensory brand fingerprint to clearly deliver an authentic experience.
What cues tell you it's a genuine Nutella®, Reese’s or Pringles® brand?
A sensory brand fingerprint is a clear definition of the implicit benefits and associated sensory cues that make consumers intuitively “know” a product is an authentic branded product. The sensory cues associated with the brand become its signature and are the foundation of all products in a line. This core sensory profile is critical to build into all line extensions for the brand to gain implicit recognition. Clearly articulating the sensorial fingerprint within the product strategy assures alignment with the brand strategy.
In this webinar, you will learn:
- How to best communicate the sensory-brand fingerprint within your team.
- How a sensory-brand fingerprint can integrate with your product strategy to better fit category and go-to-market strategies.
- How to best fix gaps between sensory cues, design, messaging and communications, design, imagery and packaging.
Sign up now and bring your questions.
