Building a strong brand means managing consumers’ expectations, honestly and consistently. However, all too many try to be something they’re not, only to disappoint consumers with outlandish claims they couldn’t possibly live up to.
Could you recognize the unique smell of Crayola, or Play-Doh? From automobiles and airlines to hotels and consumer products, scent is being used to engage and persuade consumers. It rounds out the typical verbal and visual experience.
Most companies see brand building as a process of addition, where every touch point adds to the overall experience. Yet, branding is not based on the process of addition. It’s based on multiplication.
Language carries meaning that transcends a word’s literal definition with associative connotation. This makes the process of developing brand names more than just a question of linguistics.
Transforming otherwise identical offerings into an experience, ritual can add a unique benefit by offering non-feature differentiation.