5Discovering and pinpointing the brand DNA of five great perfume brands

Unveiling the DNA of a brand on specific criteria using ‘Mind Genomics’

We now have a sense of what the DNA of a perfume brand comprises. How? We have looked at the advertising liked and disliked by women known to be in affinity with the brand. However, we have not gone into detail to show ‘the how’ or in common parlance ‘what is under the hood’. Mind Genomics will help us here. It is a variation of experimental design, or conjoint analysis, where the reactions to compound test stimuli are deconstructed into the contributions of the elements, or in our case, to the contribution of ‘semiotic signals’ associated with the elements. Stated more simply, Mind Genomics identifies ...

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