Function Doesn't Have To Mean Functional
The temptation for marketers of functional brands can be to double-down on the functional proof-points as a focus. Cognitive neuroscience tells us that consumers don’t make decisions like that though. In order to influence at the moment of purchase, functional brands need to meaningfully connect, in a way that sticks in the brain. Particularly in as confusing a category as wellness.
That’s why Vacation, the sun lotion brand, don’t centre their brand on sunshine or their SPF strength, but evoke the nostalgia and atmosphere of summer holidays, even going so far as to launch a smoothie.
It’s why Feisty, a high-protein soda, deliver their brand with a brash, knowing tonality - from the attitudinal naming to a brand world that takes its cues from the fashion world and 90s internet culture. And why Living Things, the prebiotic “gut-loving” soft drink exude vibrant, joyous energy. All are examples of functional brands that have decided what associations they want to be known for (beyond the functional) and bring those through in a way designed to relevantly resonate with their target audience.
