|
While
we agree it is highly improbable there exists an actual gene predetermining
which brand of toothpaste or vehicle one will purchase, what
does exist is a cerebral affinity to specific
sensory stimuli originating from our environmental experiences;
Experiences acquired over the course of our lives that innately
orchestrates our instinct to survive. In this sense, there
indeed exists a propensity to satisfy perceived expectations
one encounters while participating in a brand's assurance.
It is this instinct, these choices, these attractions, which
provide hints in redefining newly viable solutions for a
host of touchpoint scenarios.
However
subjective, no
one can deny an attraction to engaging visual aesthetics.
Packaging, logos, ads, video, environmental graphics, merchandising
collateral, etc. Yet no aesthetic can engage all the
senses and at the same time hope to exhibit brand-holism.
Where
appropriateness, trend, and conformability have all played
a definitive part of traditional brand development, a participant's
desire to be seduced, loved, and respected has been overlooked.
Left in want for physiological interaction, many
brands |
have been forced
to reconsider a more behavioral and cognitive scientific approach
to projecting value. In
short, effective brand engagement has become much
more complicated than perceptions
of sturdy, pretty, sophisticated,
or fresh. Currently, in order to captivate
prospective and existing audiences, brands
must provide a holistic multi-sensory
connection across all interfacing touchpoints.
It is the most effective way users most
readily acquire trust and love for brands
they perceive as being worthy.
BrandGene's emphasis on holistic brand strategies
consider every aspect of a brand's essence,
story, theme, and promise. Such considerations
include tactile, olfactory, visual and audible
portrayal. Further, the articulation of employees,
how knowledgeable the sales staff, the scent
of retail space, consistency,
how genuine
and empathetic the customer service, the dress
code, transparency in messaging in
one's ads, PR and collateral -all exist as
items which greatly affect the ease through
which brands are, or are not, assimilated and
proselytized. BrandGene not only assists in
making brands attractive, seductive and more
worthy of worship -we make them worth believing.
|
