For a chef to create he/she must taste. As simple as it sounds, it is rather true. However that is just one of the 5 senses. To be potent, you must allow the customer to fully indulge each senses. Only a polished brand has this ability, and believe me it can take years and tears, unless of course you already know the secret. The equation you see below is the alchemy to a successful brand, it will create ripples of positivity, and keep everyone happy – from staff to shareholders. I should really write a book on this, but being one that likes to share knowledge – here it is.
Last night I had a conversation with someone close to my heart and perhaps my biggest critic. I was adamant that my point of taste being the road to success is correct, yet his view complemented mine with another sense … feel. Take for example the hospitality industry, in specific fancy restaurants – they truly first and foremost rely on feel. These are not my words, rather they are his – who has (may I add) been in hospitality for over 15 years, “feel is so important, when you are living in a city such as London, you are faced with daily challenges, you are not on holiday mode and it all begins with feel. From the cutlery to the glasses, quality of the napkin, all the way to the feel of the table/chairs.”
Feel must be conditioned in the brand DNA, feel leads the path to taste, without feel we will not enjoy the taste. In short, feel fuels taste … irresistible taste that is. Now you can poach my thought or you can ignore it, but if you truly understand branding, you should keep this in mind: Success = Feel + Taste