I Just Had a Feeling

by Ben Perreira

Do you ever just “get a feeling” about something? When a salesman is a little shady? When you meet someone who you know will be your new best friend? When a car is the right one for you? Or when a recipe finally comes out right?

It’s sort of like the Japanese word umami, which refers to a perfect version of a specific savory taste – when you taste it you know.

As a brand builder, I am on a constant search for this feeling. Regardless of industry, there is always a way to fit a product, service or brand to a given target audience. It’s not a feeling of perfection as much as appropriateness. It becomes the place from which extensions can be developed. A brand’s happy place.