Brand Sense 3

A way to man's (consumers, in this context) heart is through his stomach. 

Well, marketers do realise the importance of having strong association with consumers' taste buds. Here comes the third Brand Sense which is related to sense of taste. This is more relevant to businesses which are into food and beverage industry.

Why do you go to the burger outlet in your lane or to the local idli point? It is because you are highly receptive to taste of their servings and the taste has been consistent throughout. Now, how do businesses capitalise on this sense of consumers?

The answer is quite simple. First, companies have to find the recipe that is well-suited to consumers' taste preferences and which has the potential to become the USP of the product. KFC is the best example to be quoted here. It has created a unique recipe of fried chicken that gives it Sustainable Competitive Advantage (SCA) and which is liked by customers. Second, they must maintain consitency. When a customer comes to a food outlet, he wants to rejuvenate his previous experience at/with the food outlet. As such, consitency is an important concern.

Once an organisation is successful in connecting with the sense of taste of consumers, it is very difficult for competitors to get the same consumer segment with same offerings.