I was at a local garden centre last weekend when, on the periphery of my senses, I saw (and smelt) this...
Without even cognitively registering, I just knew instinctively that it was Lush.
Looked like Lush, smelt like Lush, was laid out like Lush, had Lush-like products and Lush typography.
So it was Lush.
My son, who was with me, had exactly the same response.
Obviously, it turned out not to be Lush but a knock-off looking to exploit the very sensory response we had just undergone.
But potential litigation aside, it did once again demonstrate to me the potency of brand equities that work via the senses to hit the emotion and instinct centres of the brain directly.
After all, I think Lush is the only retailer I can identify before I know it's actually there (even if I now know this can also be used to trick me).
Makes you wonder why so many brands are dead to most of the senses.
