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Popular Posts

Brand vs. Company

Brand vs. Company

Brand vs. Company in the food and drink world
I’ve had the great advantage and pleasure to work for almost 40 years for Nestlé. During that time, I have regularly been asked to explain the difference between a brand and a company or, in other words, between a product brand and a corporation.
As any marketeer well [...]

Popular Posts

YES, it’s possible

YES, it’s possible

We all know that one of several reasons why consumers often have an aversion to packages is that so many of them are difficult to open, or reclose.
That’s a pity, as many packages are in fact very good from a practical (handling), as well as from an aesthetical and informative point of view.
Why is it [...]

Popular Posts

It’s local!

It’s local!

… and it’s in your big supermarket! One of the most visible trends in today’s fast moving consumer goods markets is no doubt the arrival of small local producers in the big supermarket chains.

How refreshing! … to now have the choice between buying from and supporting a local business or getting ‘factory-made’ products which sometimes [...]

Popular Posts

Use all the space and overlap!

Use all the space and overlap!

No doubt we see today a lot of great designs in advertising, point-of-sale or packaging, designs that are simple, interesting and communicate well as for instance McDonald.
However, I also see more and more average, even mediocre designs that do not do the job for which they stand for, i.e. selling a product.
I have found that [...]

Popular Posts

How to put a brand ‘top-of-mind’ by changing it

How to put a brand ‘top-of-mind’ by changing it

Twenty years ago, in the UK (of course!), a brave brand manager at Kraft Foods (as it was called at that time) accepted a proposal from the Design Bridge Packaging Agency to temporarily change TOBLERONE to “TO.MY.LOVE” for St. Valentine’s day! The rest is history. The whole production was sold out in about a week!

Kraft [...]

Sep 14

Brand vs. Company

Posted by admin in Advertising
Brand vs. Company

Brand vs. Company in the food and drink world
I’ve had the great advantage and pleasure to work for almost 40 years for Nestlé. During that time, I have regularly been asked to explain the difference between a brand and a company or, in other words, between a product brand and a corporation.
As any marketeer well [...]

Aug 17

Be proud!

Posted by admin in Advertising
Be proud!

YES, be proud of your brand! Because without a brand, you don’t exist. So when you communicate, be it by advertising, packaging or in-store information, see to it that the consumer cannot avoid seeing your brand. Thus, in most cases, the brand must be a disturbing element.
Why do I say this today, when it is [...]

Jul 28

YES, it’s possible

Posted by admin in Design
YES, it’s possible

We all know that one of several reasons why consumers often have an aversion to packages is that so many of them are difficult to open, or reclose.
That’s a pity, as many packages are in fact very good from a practical (handling), as well as from an aesthetical and informative point of view.
Why is it [...]

Jul 27

Finally!

Posted by admin in Uncategorized
Finally!

YES… finally I see what I have been preaching for more than ten years: some companies have started to sell their multipacks, trays, shippers or outer cartons with a message, as a means of advertising!
The new Emmi Caffè Latte trays are good examples. But S.Pellegrino’s latest 6-packs, although of promotional character, show how to use [...]

Jul 27
Don’t sell design… sell products!

As I go through airports and their various shops and as I discuss design with different designers, one thing strikes me more than anything else: the pack designs could be so much more efficient if the designer were more attentive to the fact that the main role of pack design is to sell a product [...]

Jul 26

PROMOTION PACKS

Posted by admin in Design
PROMOTION PACKS

When I write these lines, the EUROFOOT has started and the shops are full of promotional packs from Heineken beer to Panini stickers.
I like promotions, especially if the promotional pack is different to the standard one or when an offer looks like a bargain which is obviously the case with “lot de 2 pots”… [...]

Jul 26

Go “mini”!

Posted by admin in Trends
Go “mini”!

I grew up on a farm on the west coast of Sweden and my father who was an agronomist used to say: you can eat and drink a little of everything and you’ll be fine. How right he was! He even said a little bit of dirt won’t harm you, it will produce antibodies! [...]

Apr 20

When 1 + 1 = 3!

Posted by admin in Design
When 1 + 1 = 3!

I would believe that, in today’s supermarkets, at least 30% of all products, packed or unpacked, are sold with some sort of promotion, mainly relating to price. Many books have been written about the efficiency of promotional activities. I will therefore not discuss the subject in depth. I will just quote, as an introduction, whoever [...]

Apr 20
Has marketing gone mad?

If you ‘google’ SIGNAL toothpaste, you’ll find 41 varieties of the product. It is therefore no surprise that a shelf in a Carrefour shop in France looks like this:

Why this confusing multitude? Because the marketing department knows that the more varieties, the more shelf space will be obtained. If so, why then such bad communication [...]

Apr 20
When it’s premium, it’s premium!

Marketeers like to divide the market into categories like premium, superpremium, etc. I have nothing against this, as it is a language understood by those involved in marketing.

However, the fact that each of these categories have to have a visual language that informs the consumer about the quality and price level is not always [...]

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