If there is one word in the English language that really hits us emotionally, it’s the dreaded D word – disappointed.
To hear someone use this word to describe an experience is never good. It stops us dead in our tracks and results in a rewind whilst we consider how we respond.
I often talk to brand owners about the crucial role of a disruptive brand, engaging design and conversational communication – all of which combine within packaging to ensure that all important, attention-grabbing stand out, whether that be on-shelf or on-line.
But delivering the promise is crucial in ensuring the consumer taste experience and product delivery matches or exceeds the expectation created by the packaging presention.
Whilst clever, impactful branding can attract a first purchase, it’s the quality of the organoleptic experience that will either see consumers coming back for more or rejecting the product on first taste.
With every product category hyper-competitive, delivering a better taste experience is challenging, particularly as it’s vital to not push flavours so far that consumers just ‘don’t get it’.
Rather it’s taking the familiar and either adding a twist or boosting the flavour in terms of its appeal through the use of natural ingredients and real culinary and flavour expertise rather than value engineering.
Or an alternative approach is to carefully evaluate emerging trends – behaving differently and leading but taking care not to adopt an out-there positioning that leaves consumers confused and uncommitted.
It’s extraordinarily difficult to ignite consumers comprehension and engagement with something that doesn’t offer recognised taste reference points based on the familiar and it’s important to use tried and tested techniques to do so.
Mass market brands are expert in creating products that can appear mundane but this is because they never polarise opinion or push the boundaries of new product development to the extreme, ensuring they appeal to the largest possible audience.
But entrepreneurial businesses cannot compete with the mega brands – and nor should they try to. Rather they should look to focus on the delivery of exciting, innovative and bold products with mega appeal to a relatively niche audience.
Niche of course no longer means small, but it does indicate a need to forensically understand the consumer, what they are looking for, how your offer can not only meet their needs but exceed them, and ultimately how your product can become part of their purchase repertoire.
In this way, it’s possible to attract the early adopters and innovators to your brand – and to use their vocal appreciation of your products to attract others as they perform the role of unpaid brand ambassadors.
But success requires a solid foundation on which to build. A real understanding of the market sector you are entering and how your product/s will replace existing choices.
It is no longer acceptable or indeed to desirable to be good – the objective is to be extraordinary or outstanding.
The need for the new and exciting has never been greater and brands that work hard on delighting consumers with exciting new products and flavours that truly deliver will be the winners – and will avoid the dreaded D word being used to describe their products.
If you’d like to find out more about how we have been helping clients excel in the post-COVID food and drink world, take a look at Food Brand Strategist.
And take a look at BoomBod as an example of our work.
And to explore how we can help you launch a new food idea to capitalise which avoid the D word, ping an email so we can schedule a call.