Consumer-centricity is the new challenge!
* emotions released by the product sensory
Today it is all about fulfilling consumers' identity construction and needs, not about claiming how great a product is.
- Coke is recognised even when the bottle is broken.
- black round ears trigger the Disney mouse
- a blue round tin quickly evokes the Nivea cosmetic brand
But it is not just about the bottle, the ears or the blue colour. It's about the emotions triggered through the holistic sensorial synergy.
Who is your target customer?
The modern (hybrid) consumer is no longer about the future. Recognizing them and their needs is essential for successful developments/innovations.
Bring an outside view to your table. Challenge current development processes. Streamline, simplify and keep track of your holistic impact and sensorial synergies inspiring your customer.
Challenge your customer knowledge and add emotional expertise to your organization.
Extract of book recommendations:
Martin Lindstrom, Free Press: Brand Sense, sensory secrets behind the stuff we buy
Martin Lindstrom, Crown Business: buy . ology Truth and lies About What We Buy
Aradhna Krishna: Sensory Marketing, Research on the sensuality of products
Tina Müller und Hans-Willi Schroiff, Haufe Fachbuch: Warum Produkte floppen: die 10 Todessünden des Marketings