PiNG!
The Moment a Brand Connects With a Consumer
We call that moment PiNG! —the point when something about a brand captures attention, creates meaning, triggers an emotion, or makes the brand more relevant to the consumer.
Understanding those moments helps brands create stronger experiences and ultimately become easier to choose.
What Creates PiNG!
GET NOTICED ATTENTION
Color. Shape. Graphics. Movement. Words. Contrast.
Before a brand can connect, it has to break through everything competing for the consumer’s attention.
2. CREATE MEANING RELEVANCE
Benefits. Needs. Aspirations. Memories. Associations.
Consumers quickly interpret what a brand means to them and weather it belongs in their world.
3. CREATE A RESPONSE EMOTION
Benefits. Needs. Aspirations. Memories. Associations.
Consumers quickly interpret what a brand means to them and weather it belongs in their world.
The Most Powerful PiNG! Points Often Happen in Seconds.
Consumers Rarely analyze everything they see. The scan, Resigns, Compare, Interpret, React.
A package may communicate premium quality before a word is read, A color can Identify a famiilier brand from across an aisle. A Shape can communicate performance. An image can instantly trigger an emotional association
We call it PiNG!
It’s about connection – about the points of engagement that turn a shopper into your consumer. PiNG is visceral. PiNG energizes. PiNG creates a magic moment. PiNG conveys to the consumer, “I see you and I understand your life.” Above all, PiNG is a point of singularity. It’s how a great brand declares itself distinct and relevant in the consumer’s mind.
PiNG is universal.
PiNG happens when a brand understands that consumers buy products for two basic reasons:
to express their individuality
to show they belong
We all want to stand out from the crowd, but first we want to be part of the crowd. Beyond addressing functional needs, a brand’s hierarchy of benefits speaks to these conflicting desires. If a product has PiNG, it answers them
A shopper’s decision-making process may be complex, but it’s often just a few seconds long. PiNG is how you drive that process.
A shopper’s decision-making process may be complex, but it’s often just a few seconds long. PiNG is how you drive that process.
PiNG happens when the consumer approaches your brand on the shelf. PiNG is the impact of your brand architecture. It’s in the packaging. It’s created by colors, shapes, words, logos, images, textures, fragrance, and the in-store environment. It’s how products are grouped on the shelf and the message those groupings convey. It’s in the perceived qualities and benefits that the consumer assumes from your brand’s overall message. It’s even influenced by the ideas and drivers that your consumer has as she walks into the store. PiNG is all of these cues and – more importantly – what they mean to her.
