ESSENTIAL BRAND MEANING
Sense & scents
Building emotional bonds through engagement measurement
Kerry O'Connor & Robert Passikoff
Abstract
That differentiation and sustainability of fragrance offerings has become more problematic is not a surprise to the industry. But the need to bring brand “magic” – create a real and sustainable emotional bond – with a new generation of fragrance consumers, counteracting the commoditization of scents, is critical. Responding to this market reality, New York-based Brand Keys, Inc. and London-based MGN Limited has developed an engagement-based, predictive assessment that can optimize the success of a fragrance launch. The presentation will discuss results of a 2-country study, identifying a target audience’s “Ideal” fragrance, the contribution of various category and lifestyle values, the drivers for trial, adoption, and loyalty, and the expectations that need to be met by the fragrance for each of those drivers. The difference between the actual scents and the target audience’s emotional conception of the Ideal will allow marketers to predictively link consumers’ emotional values and expectations with sensory cues, allowing them to identify optimum (and differentiated) brand positionings and product formulations.
< BACKKerry O’Connor
MGN, UK
Kerry O’Connor has invested over 40 years in the UK marketing/communications industry.
He started at the FMCG account group working on major grocery brands. Time in other agencies added drink, tourism, and publishing experience before becoming managing director of the London office of Cato Johnson.
After a period running his own agency, O’Connor moved into consultancy and in was recruited by a long-term client, Mirror Group Newspapers (publisher of the Daily and Sunday Mirror) as Business Enterprise Director, responsible for driving new revenue streams through customer insight and brand extensions.
Robert Passikoff
Brand Keys, Inc., USA
One of the most sought-after consultants, speakers and thought leaders on engagement and loyalty, Dr. Passikoff, Founder and President of Brand Keys has 35 years of experience in brand planning.
In 2007 the Advertising Research Foundation presented him with their Research Innovator award for his work in customer loyalty and consumer engagement, with work that bridges the elusive ROI gap and correlates highly with sales and profitability.
His first book, Predicting Market Success, was published by John Wiley in September 2006, and provides marketers with a 21st century perspective on predictive measurement.
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