Take Me Away

It’s Foodie Friday and I have a little blast from the past today.  I’m a fan of the animated movie Ratatouille, the story of a rat who loves to cook.  If you’ve never seen it, take a few minutes this weekend and do so (as of this writing I see it’s available for streaming rental). The whole thing is pretty wonderful but there is one scene in particular which speaks loudly to me and I think has some business inspiration for us all. 

 

I’m going to risk spoiling the movie here but I need to explain the scene of which I’m thinking. It’s when France’s top restaurant critic Anton Ego, whose previous review cost the restaurant in which Remy, the rat, cooks one of its stars. Without spoiling it too much, Remy and the chefs cook Ego a dish of ratatouille which brings back an astonished Ego memories of his mother’s cooking. The graphic you see on the right is the moment when Ego takes a bite and that’s our business inspiration.

Every time a customer partakes of our product or service, we have the opportunity to make a positive emotional connection. I’m sure you’ve had the sensation of recalling a memory when you experience a particular smell or taste something. We see this all the time with, for example, scented candles. There is a difference between recognizing the smell of a pine tree and experiencing the feeling of being out in a snowy woods standing among them.  We’re trying for the latter because that emotional connection binds the consumer and the product. Actors use this all the time via affective memory or sense memory.

As with many things we discuss here on the screed, it’s not an easy task. The benefits are worth the effort, though. You can see it even in something as simple as the “Calgon, Take Me Away” campaign. Maybe we’re all in the transportation business?

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