I really, really like the way Malcolm Gladwell tells a story.

It’s a delightful mix of too much detail and clever abstraction that allows him to make a point – but leave enough space in the story to allow the reader to draw a conclusion about a completely different subject.

For instance.

He tells a lovely story about tomato sauce.

In it he notes there are five known fundamental tastes in the human palate: salty, sweet, sour, bitter, and umami.

Umami is a japanese notion – it describes a proteiny taste that adds body to food. (Umami is particularly good to add when you’re wanting a tomato sauce to have a rich, slow pour.)

It seems to me, from reading the article, that umami is the sub-woofer of tastes. It’s more a feel than a taste. It adds depth, without adding features. It can’t be described using the usual (western) language of taste.

Which lead me to thinking, do brands have a umami?

Is there something in your brand that people notice – that adds depth to your offer – but that people can’t describe using the usual language of brands?

It’s good if they do.

Not because they can’t describe why they notice you, or why they like you.
They just do.
And that will often lead to sales.

And if your brand doesn’t, does it need some kind of brand umami?

Some kind of extra depth in customer service, or extra depth in distribution, or extra depth in costing, or colour, or feel, or design.

Probably wouldn’t cost that much either…

Maybe…

 

Originally published by Brand Clarity – July, 2014