Volg, the well-known retailer of the Swiss village communities, launched a new product format just on schedule for Mother’s Day – the “Volg Danke-Kuchen”.
What is the specialty of this product? – The flavour combination and a smart packaging.
A cake with two different flavours, which summarizes the emotions towards Volg in terms of taste, was developed especially for Volg. Analogue a Corporate Design, where a brand communicates visually, it is here a so called CorporateTaste© that conveys the brand over all senses and is like that, highly emotive. Hence, the brand Volg can be brought experienceably closer to the client, and marketing, communication and branding can be conducted over yet little used channels.
But how can one make a brand experienceable? The recipe is called CorporateTaste©. Scientific studies, on the subject of multisensuality, prove: a corporate claim is on one side enhanced and on the other side better anchored in the brain when it is conveyed to the consumer over various senses. This is also called Multisensual Enhancement (see chart 1).
Further studies showed that in corporate claims the gustatory and olfactory senses are hardly ever properly addressed, and this despite the fact, that those two senses have the highest memory performance and capacity of emotions. To work with these two senses, means to use two very valuable channels of communication for marketing and branding. Communication that is emotionally coherent for all senses and so for our brain uniform, results in a memory and recognition performance of ALL senses and like that, the entire brain of the consumer may be used. The outcome is a deeper emotional anchorage, for the consumer a better recognizability, and just like that, a more efficient communication for the provider.
The effect, that a sensory perception (in this case the taste of a cake) triggers a sensation of another sense (here the brand Volg as well as the shopping experience in a Volg shop), is called sensory linkage or also synesthesia. The Volg “Danke-Kuchen” tastes, based on the Volg claim “fresh & friendly”, on one side fruity-fresh and on the other side chocolaty-friendly. The consumer has immediately the unique Volg-feeling of the Volg employees and the Volg shops in his head, without that they are sensorial or objectively actually present.
For creating a CorporateTaste© ZUTT • PARTNER – EmoConsulting, the inventor of this efficient method of communication, goes a unique way:
- Fetch the emotions from the market, direct and immediately from the consumer. More about this step, called EmoResearch©, you’ll find here.
- In a next step, the EmoStrategy©, emotions are translated into rational charts and like that made accessible – strategically and analytically. From the rational charts instructions can be derived, which provide the basis for the development of the CorporateTaste©.
- Due to huge, with the years grown EmoDatabases, the aim-emotions can be translated into a taste.
- Once the taste is developed, the next step is about designing a product that fits the purpose of the client tailor-made. In the case of Volg, a cake is the best fitting option for all demands and suitable to transport and communicate the aimed taste optimally.
- As every new product, as well a CorporateTaste©-product has to pass through a naming, communication and branding process. ZUTT • PARTNER – EmoConsulting coordinates possible realizations during these processes continuously with the before rationally determined emotional aimed effects (EmoProfile©). Like that, it is ensured, that the product from taste over name to packaging and communication, as well as all touchpoints will evoke the same emotions. All of the elements pay efficiently into the same brand-account.
Hence, the development of a CorporateTaste© bases on scientific neuropsychological insights and follows an incorporated and holistic approach from a single source.
For Volg, findings of earlier studies with the EmoCompass®-System could be drawn on, as well as an EmoKnowledgeBase, which grew over the years and still is enriched with knowledge. This knowledge was made usable for this project and influenced the concept base directly. The result was, to design a product, which on one side fits emotionally exactly with Volg as a brand, but that on the other side as well skillfully sets emotional new emphasis. With this, Volg pursues successfully new ground as an enterprise and sets at the same time an example that has never been seen before in this sector!
The fact, that beyond the Taste-Communication, a packaging was developed that can be individually customized from the client for the recipient and the situation, makes this product even more unique. That way, the neighborly message “fresh&friendly” is once more incorporated and placed concretely and making sense.
The benefits for Volg with CorporateTaste©
Due to CorporateTaste©, the brand Volg can be presented differently, anew, individually and uniquely to the client. The entire power of the senses is thus usable for the marketing and branding.
The impact: The USP of Volg “fresh&friendly” is emotionally and constantly anchored positively and fittingly with the client, via the employees, the marketing communication, the branding, the promotion and henceforth, due to the Volg “Danke-Kuchen”, also via smell and taste.
The profit for the retailer is:
- unique emotional profiling
- communication over all senses
- an unquestionable pioneering role in the sector
- an unique and emotional communication tool and product
- a new emotional consumer benefit
CorporateTaste© is already applied successfully and versatilely in various areas and sectors. Like that, it is possible to express entire event messages e.g. with different drinks.
The messages of an Innovation-Event of the Swiss Post were translated into various emotionaly fitting drinks, which were consumed at the same time as the spoken and visual message of the employees were presented, and in that way enforced the message multisensualy. Intangible products and services can be made experienceable and tangible by means of CoporateTaste©. Clients can already in advance picture the brand; a picture that says much more than 1000 words, it paints and talks with emotions.
An example is Axpo: the company values and the feeling towards Axpo were expressed in a drink and thus the services of Axpo were made experienceable. Like that the brand could be anchored lastingly with the clients at the event.
Also Banks trigger emotions, which can be translated into CorporateTaste©. For RAIFFEISEN Mittleres Toggenburg, an exceptional chocolate-pleasure was created that matches perfectly with this specific bank and its regional and emotional anchorage. Banking competence becomes a vivid pleasure and a valuable support for counseling with customer loyalty effect. Through CorporateTaste© the brand is communicated and anchored over all senses. That is to say: More impact, more memory and recognition value, new and innovative options to address the client, new ways to differentiate against the competition and making intangible products and services experienceable and tangible for the client.
More about CorporateTaste© of ZUTT • PARTNER – EmoConsulting you’ll find here or you may subscribe for the Newsletter: >>> Newsletter
