InsightsNow, how strong is your brand fingerprint?
by Carrie Janot
Vice President, Marketing
InsightsNow, how strong is your brand fingerprint?
What can you do to make it better? Join us this month to find out tips and techniques to define and improve your brand.
InsightsNEWS: AUGUST 2023
Putting Your Best Brand Fingerprint Forward
Calling all brand strategists, product designers and insights professionals! Do you fully understand what your brand stands for? Deeply knowing your “brand fingerprint” is critical to gain implicit consumer recognition—from visual presentation to messaging to sensory aspects of your products. Clearly articulating the fingerprint assures alignment with the brand strategy. Want to learn more? Join us for a webinar on this topic on August 17th… or better yet, join us at Pangborn in France where we will also be presenting on this topic! Listen to our CEO’s greeting below and read on for more information.
This webinar will show how a brand fingerprint integrates with your product strategy to better fit category and go-to-market strategies, how to best communicate the brand fingerprint within your teams, and how to best fix gaps between sensory cues, design, messaging and communications, design, imagery and packaging. Bring your questions!
The 15th annual Pangborn Sensory Science Symposium is coming up in Nantes, France, on 20-24 August 2023 — and we will be there. The theme of the show is meeting new challenges in a changing world, and we can’t wait to share solutions to help brands, marketers and product development teams succeed. We will be sharing three in-depth poster presentations on a variety of topics, including a sensory brand fingerprint.
If you haven’t downloaded our “Naturally Trending™ Food & Beverage Report” yet, you could be missing out on valuable insight into the latest trends. By understanding the landscape and the future of this industry, you can future-think for your own products and understand the directions of consumer preference.
Check out our latest news for updates on what’s happening at InsightsNow, in the wider market research community, and in the industries we serve:
Sustainability Trends in Food & Beverage
Sustainability was a rising priority at NPEW not only for smaller and emerging companies but also for major multi-brand corporations. Ambitious goals are being set aimed at making a measurable impact in the coming decade, with companies across the board actively taking steps towards enhancing sustainability in various aspects of their operations.
In one of our posters at the upcoming Pangborn Symposium, we will explore moments-based behavioral research in terms of understanding consumer aspirations, and what that impact is on sensory experiences. This moments-based approach has proven applications that raise the bar in product innovation in a way to meet “new challenges in a changing world.”
Click the banner above to sign up for InsightsNow’s weekly SustaINnovation News! You will receive curated articles curated to topics you click, to help you easily and seamlessly keep your finger on the pulse of the industry and your eye on the trends.
Take your brand to the next level by integrating your brand fingerprint across all avenues: FIND OUT MORE!
InsightsNow, 2101 NE Jack London St., Corvallis, OR 97330, United States, 541-757-1404
With: Brian Briskey, Senior Director of Strategic Consulting
Product Leaders team up to solve the biggest threat to product innovation - VUCA!
VUCA is creating more noise, that leads to insufficient data, which distracts attention, ruins focus, and frustrates efforts to sift through weak signals of consumer demand.
VUCA is creating more dynamism, that negates or outdates models, which leads to poor conclusions, weakens decision making, and damages confidence needed for strategic alignment across the organization.
Hear innovation experts in your industry articulate the symptoms of VUCA which you must immediately recognize to know if you have it truly bad (and can't afford to make any more excuses), followed by two novel approaches they discovered to help overcome those challenges - starting with a practical first step you can do immediately.
Join us to assess your situation and follow along as we walkthrough the steps to resolve VUCA!
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 it the product itself didn’t deliver on the sensory brand fingerprint and clearly deliver an authentic experience.
What cues tell you it's a genuine Nutella, Reese’s or Pringles brand?
Asensory brand fingerprintis a clear definition of the implicit benefits and associated sensory cues which make consumers intuitively “know” that 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.
You will learn:
Learn what best communicates the sensory-brand fingerprint within your team.
See how a sensory-brand fingerprint can integrate with your product strategy to better fit category and go-to-market strategies.
Learn how to best fix gaps between sensory cues, design, messaging and communications, design, imagery, and packaging.
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