Every time we encounter a new concept, we get wary whether it has its own scope of application or not. This feeling is quite valid since indiscriminate application of a novel concept and mismatch thereof may lead to serious discrepancy between expectations and results. Absence of extensive literature on Nano branding, coupled with too much emphasis on service sector for applying this model may mislead brand practitioners as if Nano branding has no scope for application in tangible products. I think the case is quite contrary.
In my humble opinion, the applicability of Nano branding does not depend on the type of product category, rather it depends on You! Your creativity to apply Nano branding in an artistic and exceptional manner will probably decide whether the concept is applicable in your case or not. Of course, once we think about getting deeper into customers’ senses, we instantly think of superior services offered right at the touch points, for example, cabin crew services to airline passengers, restaurant services to customers, air ticket reservation to busy executives, hotel room services to guests, etc. How about anything that we cannot instantly think for Nano branding? Think about a tangible product called soap, in which case most of the brands are already differentiated to their possible limits (?). How could you infuse features in a soap that would touch deeper senses and customers might feel attached and possessive about a particular brand? Money back guarantee, home delivery service etc. may not be feasible. How about layers of colors in a soap, that would be exposed one after another as the usage progresses? How about making it appear at random so that customers keep guessing what color of layer would come next? Hopefully, it would get to their atomic mind level, perhaps in a distracting way, but who cares? It is your brand that you want your customers to be crazy for. Can you think of any other example?