Create a perceptual economy and promote brand recognition: Take "ginseng dumplings and two ton" as an example

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Professor Richard H. Thaler, winner of the 2017 Nobel Prize in Economics, is good at examining economics from a psychological perspective. His research overturned the long-standing theorem in the economics community that economic behavior is rational. Professor Richard Thaler discovered that in daily life our rationality is easily affected by [perceptual](https://www.jobmarket.com.hk/Article/Perceptual Economics), resulting in many illusions.

Many consumers pay attention to cost-effectiveness when shopping. At first glance, this seems to be a rational behavior. But sometimes if you can appeal to your emotions, you may get better results.

Su Jinhuo, the former general manager of Zhongwei Development Center, pointed out (https://www.gvm.com.tw/article/49307): “The key to reversing the predicament is whether the product can have the power to connect with consumers’ senses and emotions.” This is the “sensory economy” that I want to discuss with you today.

Emotional Economy is a relatively new concept that involves the value and impact of emotional factors in economic transactions and business activities. For example, in the contemporary market, consumers’ purchasing decisions are not only based on rational analysis (such as price, quality, and functionality), but are also largely influenced by emotions, feelings, and experiences. The perceptual economy emphasizes creating emotional connections and improving customer experience, thereby driving consumer loyalty and brand value.

Now, let us explore the application and impact of perceptual economy through several practical cases:

1. Apple: Apple has successfully created a symbol of culture and lifestyle, making its products a symbol of identity and taste. Through unique product design, user experience and marketing strategies, Apple promotes customers’ emotional connection with its brand, thereby increasing customer loyalty and market share.
2. Starbucks: Starbucks not only sells coffee, it sells the concept of “Third Space”, a comfortable space that is neither home nor a workplace. By providing consistent high-quality products and a comfortable store environment, Starbucks creates strong brand loyalty, making customers willing to pay above the market average price for their coffee.
3. IKEA: IKEA has successfully attracted consumers looking for cost-effective and innovative solutions by providing a unique shopping experience (such as the fun of assembling furniture by yourself) and home design inspiration. IKEA’s Business Model emphasizes customer engagement and personalized experiences, promoting strong emotionally connected and brand identification.

The rise of the perceptual economy means that companies need to rethink their strategies and not only focus on the practicality of products and services, but also on creating positive emotional experiences and emotional connections.

Overall, this may include:

1. Customer experience design: Design a seamless, personalized shopping experience to elicit a positive emotional response from customers.
2. Brand storytelling: Use storytelling to convey brand values ​​and concepts and build emotional resonance.
3. Community management: Through the management of social media and the promotion of community activities, we can establish a deep emotional connection and sense of participation with customers.

To successfully promote the emotional economy, the focus is on how to sincerely and effectively establish emotional connections with consumers, rather than just using it as a superficial marketing strategy. If everyone can implement it successfully, it can bring significant business benefits, including increasing customer loyalty, improving brand value and strengthening market competitiveness.

Seeing this, you may want to ask:

How to create a “sensory economy”?

Next, let me explain it to you by taking the restaurant brand “Sanjiao·Liangton”, a member of “Vista Writing Companion Program”, Anni’s family’s restaurant brand!

For a dumpling brand such as “Shen Dumpling·Liangton” that focuses on traditional good taste and integrates local Taiwanese culture, it is undoubtedly a good strategy to use the perceptual economy strategy to enhance the brand image and attract customers. But we also need to dig deeper into Taiwan’s rich food culture and consumer preferences.

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The following are some preliminary suggestions I put forward based on the design perspective of Taiwan’s local culture and consumer preferences. They mainly focus on content marketing strategies and user experience planning. I hope to provide them for your reference.

Content marketing strategies:

1. Tell the brand story: Through the brand story, “Ginseng Dumpling·Liangton” can subtly highlight the good taste inherited from a long time ago and the family story of the little aunt. Taking advantage of Taiwanese people’s resonance with family warmth, it tells the story of how the little aunt learned the art of making dumplings from her great-grandmother, and passed this love and the warmth of traditional culture to every family through dumplings.
2. Demonstrate Taiwanese food culture: Integrate Taiwanese food culture elements into marketing content, such as using local ingredients and introducing various special dumpling flavors related to Taiwanese festivals, such as rice dumpling-flavored dumplings for the Dragon Boat Festival, or special lucky bag dumplings for the Spring Festival, to strengthen the connection with Taiwan’s local culture.
3. Content that conveys emotional connections: Share the stories behind dumpling making, customers’ family dinner stories, and how to incorporate “ginseng dumplings and two ton” into the daily life of Taiwanese people through social media, blog posts, and video content. This kind of emotionally connected content can make consumers feel that the brand is not only selling products, but also sharing a lifestyle and happiness.

User experience planning:

1. Customized service: Provide customized options so that customers can choose the fillings, spiciness or special ingredients of the dumplings according to their own preferences. This kind of personalized service can meet Taiwanese consumers’ needs for food diversity and personalization.
2. Interactive experience: Design online interactive activities, such as allowing customers to participate in voting for new flavors, live broadcast of dumpling making teaching, or holding a home cooking challenge. These interactive experiences not only increase customer participation, but also allow brands to establish deeper emotional connections with consumers.
3. Display of tasteful life: Through high-quality packaging and brand image design, it is conveyed that “Ginseng Dumplings·Liangton” represents not only food, but also a symbol of tasteful life. The packaging is designed with Taiwanese elements, such as some unique domestic flowers, scenic spots or cultural symbols, so that consumers can feel the cultural heritage and texture of the brand while enjoying the food.
4. High-quality after-sales service: Ensure that customers can obtain a satisfactory service experience after purchasing and eating “Ginseng Dumplings and Liangton” products. This includes providing clear cooking instructions, instant customer service to answer customer questions, and quick responses and solutions to any product issues.

I think that local catering brands like “Sanjiao·Liangton” are actually very suitable for focusing on the perceptual economy. If they can approach content marketing and user experience, they can not only enhance the brand image, but also attract and retain customers in a fiercely competitive market. More importantly, it is able to convey the brand’s unique emotional value and life aesthetics in the context of Taiwan’s local culture. If you are interested in the perceptual economy, or want to know more details about content marketing, please contact me!

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Further reading

• Life in a Foreign Country and Self-Media: Teacher Li Sixuan’s Experience Sharing Meeting on Social Media Strategies for Traveling to the Netherlands
• Writing good copy starts with understanding the target audience
• “A Compulsory Course for Introduction to Content Marketing in the Digital Era”: Unlocking Creativity in the Digital Era

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