*By Dr. Constantinos Pantidos
It’s Time to Notice the Real Ingredients of Brand Success
In the evolving landscape of consumer behavior, it's becoming increasingly clear that
the traditional 4Ps of marketing—Product, Price, Place, Promotion—are merely
vehicles to communicate deeper, more intrinsic emotions. These elements, while still
important, are secondary to the emotions they evoke in consumers. After all, it's at
these emotional levels that preferences are formed and decisions are made. Despite
the time we spend rationalizing our choices, up to 95% of any decision is driven by
the unconscious mind.
The decline in brand loyalty and the rapid rise of new brands capturing significant
market shares is no coincidence. This shift signals a deeper issue: building a
superficial emotional connection over time is no longer sufficient for established
brands. A holistic scientific strategy is now crucial—a strategy that re-captures the
brand’s essence and converts it into stimuli and signals that trigger the desired
emotions at the point of sale, whether virtual or physical.
Translating Brand Essence into Emotional Triggers
New tools have emerged that facilitate this translation from the panhuman essence
a brand seeks to own into the right messaging, packaging, products, and
experiences.
* Dr. C. Pantidos, Living Brands: How Biology and Neuroscience Shape Consumer
Behaviour and Brand Desirability, Lid Publishing, London 2018.
Food ingredients, for instance, become the foundational blocks that tell the brand's
story. Consider how a premium beverage brand might use unique syrups not just to
flavor their drinks but to evoke the notions of playfulness, exploration or creativity.
These ingredients don't just enhance taste—they become part of a narrative that
resonates deeply with consumers.
Similarly, in the world of perfumes, the selection of specific fragrance notes can
evoke a brand's luxurious identity, transporting the consumer to an aspirational
world. Clothing textiles are not merely fabrics; they are the tactile expression of a
brand's truth — whether it's the innocence of organic cotton or the seduction of silk.
Even advertising agencies play a pivotal role, using the magic of words and visuals to
bring out the core emotions a brand wishes to convey, turning abstract concepts into
compelling, relatable stories.
From Ingredients to Embodiments
Packaging, too, transcends its practical purpose, becoming the physical embodiment
of the brand's identity. A bottle with harsh angles can convey the message of
defiance, while straight lines can trigger purposefulness and dedication — messages
that deeply influence consumer choices. The food ingredients in a product aren't just
there for nutrition or taste; they become symbols of authenticity, care,
transformation, that can be key elements of the brand’s storytelling.
In this way, everything that contributes to the brand's story—from the raw materials
used to the final product on the shelf—becomes transformed. Food ingredients,
fragrance notes, textiles, and even advertising strategies are no longer just
components; they are integral to the emotional journey that defines brand success.
Conclusion: Beyond the 4Ps
As we move forward, it’s essential for brands to realize that their success lies in the
deeper connection they forge with their consumers. It's not just about what you sell,
but the emotions you evoke. By focusing on the emotional impact of every
ingredient, every word, and every visual, brands can not only maintain their
relevance but also build lasting relationships with their customers.