5 Senses to Build Brands: Taste

It might be a beverage, a snack, a condiment, entree or desert. Whatever it is for you, there is no denying that certain tastes leave powerful impressions. Flavors seem to be linked to our emotions and can stay with us for a lifetime. I remember as a kid getting a scoop of black cherry ice-cream for the first time. I thought I had died and gone to heaven. Black cherry has been my flavor of choice at every ice cream shop since.

Brands known for taste often make one thing, really well. For instance…

Dr Pepper

Not a cola, not a root beer, Dr Pepper has a taste that is one-of-a-kind. Invented in the great state of Texas in 1885, it has continuously marketed itself around taste and flavor with slogans like, "One taste & you get it", "Dr Pepper makes the world taste better", "Can you handle the taste". Touting its 23 unique secret flavors and positioned on taste. Dr Pepper claims to be "the most original soft drink in the whole wide world" and I have to agree.


DiGiorno makes frozen pizzas that taste like delivery. Now, frozen pizza will never taste as good as delivery but it doesn't really matter. What matters is that they own this position in the mind of the consumer. Whenever I see the plethora of options available in the grocery store, there is one that stands out for me and it has nothing to do with packaging and everything to do with a promise of taste.