Hansel DSouza is a corporate trainer, marketing & brand consultant and professor of management studies. www.hansel.in

1. Packaging
the first step in Brand Building
by Hansel D’Souza
www.hma.in

2. The Buying Process
• The five senses, our
windows to the world
• We process info using
the S-R Model
• We receive stimuli,
process and respond
or store in memory
• Greater the sensory
involvement, greater
the chances of being
bought

3. • People looking for
solutions
• No smell, touch,
taste, sound
• Only visual stimulus
• Visual is most
important at ZMOT
1st Encounter – ZMOT
(Zero Moment of Truth)
Source: ZMOT: Winning the
Zero Moment of Truth
www.zeromomentoftruth.com

4. • Product encounter
• See and touch
• Visual is extremely
important at this
stage
• The “swayamvar”
moment (moment of
acceptance)
Source: Proctor & Gamble (P&G)
2nd Encounter- FMOT
(First Moment of Truth)

5. • Consuming
experience
• Relationship
consummated
• See, smell, hear,
touch, taste
• The quality of the
experience decides
repurchase
• Brand loyalty is
formed
Source: Proctor &
Gamble (P&G)
3rd Encounter - SMOT
(Second Moment of Truth)

6. • Shared experience
• Brand propagation
• Advocate for the
brand
• Mass adoption
through influence
Source: What's the
Future of Business:
Changing the Way
Businesses Create
Experiences by Brian
Solis
4th Encounter -
UMOT (Ultimate
Moment of Truth)

7. the first impression
Packaging makes
and most often
the last