What should people remember about your brand?

“Which sambal did you serve at dinner?”

“The one with the orange lid. You can smell the toasted dried shrimp. Cook extra rice.”

There’s a whole story on the back of that jar. A friend has managed to put dinner in your head in three words. Two minutes later, a photo arrives from the shop: two jars, two orange lids.

“Left or right?”

The voice note got someone all the way to the shelf. One detail still has to point to the right jar.

Try it with a regular customer. Ask for the ten-second voice note they would send a friend. Could a first-time buyer find your product from those words alone?

Illustrative story for exploring a brand idea.