A multi-sensory brand experience creates a stronger emotional connection, and that’s why I think GHOST’s next big move should be building a curated lifestyle shop on the ground floor of its Chicago headquarters. While I'll provide historical context for that GHOST Lifestyle prediction, it all surrounded the pre-launch belief that GHOST Energy would be a mega success. That opened up GHOST Lifestyle to two things: a broader mainstream consumer would be introduced to brand, and it opened GHOST up to the age-old problem within the CPG industry…which is that scaling your brand usually involves onboarding more intermediaries. The fact is that creating long-term close bonds between customers and CPG brands isn't easy given the nature of the industry. The examples are plentiful within the CPG industry, but the bigger a brand gets, typically the further it wrongfully distances itself from its most passionate customer cohorts. And that’s becoming a greater issue in today’s market where a higher percentage of customers expect CPG brands to add value to their lives beyond simply providing a great product. Yes, some just want to buy a great product that’s available at the time of need for a fair price, but GHOST built its business by having intimate relationships with customers. So, how do you keep that going when your energy drink will soon be in 100K+ retail locations that are being serviced by intermediaries or intermediaries of intermediaries? You need to take that already tight brand strategy and supercharge every brand touchpoint by viewing them through a multisensory lens. I'll use GHOST as a pseudo case study to help you better understand the growing strategic need for multi-sensory brand touchpoints against the increasingly competitive functional CPG categorical backdrop.

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