Quick, I say Danny Meyer, you say___. I say Shake Shack you say____. I say New Orleans Po Boy, you say_____. The word associations for many food brands are mouth-watering. They bring to mind powerful senses. Reading the NYT Food Section this morning, with colorful pictures of summer veggies and toasted bread crumbs created for me a sensory moment.
So how do we create sensory moments with brand ideas in B2B? Not easily. But that’s our challenge. Lazy planners default to ideas like “a good night’s sleep” or “make more money” or “customer centricity,” but that’s every company’s strategy. To arrive at a mouth watering B2B idea you must bathe in the customer experience. And in the customer’s customer’s experience. Each B2B category has it’s own language. Learning and using that language when selling a brand strategy helps. It gains you trust and acceptance. Don’t be a foreigner to the category.
But most of all keep asking yourself, it you have landed on a mouth-watering claim. Will it register on the Galvanic Skin Response? Keep pushing until you find it. It is there. And it’s worth the pursuit.
Peace be upon you.