How to create a tailor‑made Marketing Mix based on your sensory signature?

Creating a memorable customer experience has become imperative for any brand’s success. Consumers are more likely to remain loyal to a brand that provides them with a unique and positive experience.

However, too often, companies embark on creating marketing concepts without truly taking into account the sensory reality of their product.

At Repères , we make it a point of honor to support our clients to help them build a marketing mix in perfect harmony with their product , while avoiding disconnected concepts that tend to fail on the market.

THE IMPORTANCE OF THE SENSORY SIGNATURE

Our proprietary “PRODUCT INSIGHT” approach is a powerful tool that uses blind projective exploration to capture the sensory and emotional insights that are essential to creating the perfect marriage between product, marketing concept and brand. This process involves several key steps, all designed to align marketing with the product’s distinct sensory characteristics.

PRODUCT INSIGHT CHALLENGE #1: PRODUCT STORYTELLING

The first step in this process is to answer an open projective question to detect the emotions hidden behind a product reality : “ What story does your product tell?”, “What emotions does it arouse?”….

These questions go far beyond simply describing the product's features. They are an in‑depth exploration of the sensory, emotional, evocative, and symbolic perceptions associated with the product. We integrate both verbal questioning and use a set of images to extend the semantic field.

By deciphering these elements, we can identify the true sensory signature of the product , and build a captivating story in perfect harmony with the reality of the product.

CHALLENGE N° 2 PRODUCT INSIGHT: THE IDEAL MIX

Once we have identified the sensory signature of your product and have developed a story that perfectly matches it, we can move on to the mix development stage: This phase involves the co‑construction of the mix that sticks to the reality of the product, while also integrating the brand's DNA . At this stage, we inject concept / positioning / communication ideas... to best adjust the expected mix.

THE IMPORTANCE OF HARMONY

The ultimate goal of this approach is to create total harmony between the product, the story it tells, and the marketing mix that supports it. When these elements are in balance, it creates a memorable and consistent customer experience, reinforcing the positive perception of the product in the minds of consumers.

At Repères, we are ready to accompany you on this exciting journey to create a unique marketing mix and brand story that will appeal to your consumers and strengthen your position in the market .

Do not hesitate to contact us to learn more about our approach.