Nespresso also applies this anchoring principle, but even more psychologically. They do not show a higher price, but build on the unconscious (implicit) association in the brain. They want you to compare Nespresso not to a carton of coffee, but to a barista.
So the second insight quickly follows the first. To achieve that mental anchoring, we need to get started with branding. And when you say branding, you say associations. A brand is nothing more than a network of associations in the brain.
Byron Sharp: Mental and Physical Availability
To deepen the mental path from ‘thinking about coffee’ to ‘choosing Nespresso on the shelf’, I will briefly take you through the VP HR Email List thinkinis scientist has researched that a smart brand has perfected 2 principles: mental and physical availability.
- Physical availability is ‘simply’ about having your product within reach when the shopper is in buy mode.
- Mental availability, simplified, ensures that when the consumer starts thinking about buying something, he/she immediately thinks of your brand.
That ‘when’ Sharp calls the ‘category entry points’. And all things around your bra
For Nespresso it is therefore important to be mentally present whenever you think of coffee. To then ensure that the shopper on the shelf immediately recognizes your brand by all kinds of brand assets, for example the unique cup.
Brand assets in a Nespresso ad
A perfect way to achieve this is through good old fashioned advertising. Take a look at this wonderful example of a recent commercial from them. In the first 6 seconds, the brain is overloaded with Brand Assets.
In these 4 specific scenes I count a total of 8 brand assets.
- The characteristic cup
- The ‘N’ of the Nespresso logo on the machine
- The unique metal coffee cups that Nespresso shows again and again
- The last drop of coffee in the cup
- The glasses Nespresso always uses for their coffee
- The specific shape of their coffee machine
- George Clooney, of course
- And last, but not least : the famous guitar tune