In teaching Marketing, one often compares a brand to a living person. Why do we do this? Because a great brand must be ‘living’, either through new product developments or through constant change of its visual appearance. When I say “change of appearance”, it does not mean a change in any direction. A great strong [...]
One day, I was sitting with my old friends Brigitte and Jean Jacques Evrard, chatting about humour, one of our favourite topics. I mentioned that humour seems to have no place in today’s business world. Digitalisation has made us so efficient that there is no time to lay back, think and smile. So Jean Jacques [...]
There are two brands I’ve followed closely during the last 2-3 years, as both seem to have understood how to connect with a younger generation. They are Michel et Augustin in France, and soon all over Europe and Emmi in Switzerland, starting to export as well.
Yes, their packages and POS material are busy and do [...]
The origin of raw materials such as cacao or coffee is one way of promoting a country or region. This is done quite often, be it with or without quality seals as “Café de Colombia” or “Rainforest Alliance Certified”.
Once I heard that typography was a “beautiful group of letters and not a group of beautiful letters”.
I am aware that I’m going to annoy some of my fellow designers with this idea, but, as someone said, if you have no enemies, you have no character!
I think each designer and especially the pack designer should, after having finalised a job, take some distance to the work and analyse the communication.
During my years at Nestlé, I always showed my design to the cleaning lady who came each evening to put order in my cubicle and asked her “what does this pack [...]
Believe it or not, I’ve got two Nespresso designs to comment upon in Pack Attack.. Wow! What an honour, especially for me who was there when my colleague Rudi von der Emden designed the first Nespresso pack back in the 80ies (or was it already in the 70ies?) What makes this analysis so interesting is [...]
Those who read www.packagingsense.com regularly know that the back and the side panels of a pack interest me as much a the front panel. The same applies to the communication at the point-of-sale and on the pack. So it is certainly not a surprise for you to understand my admiration for what the very creative [...]
I constantly repeat: “if you are not seen, you cannot be bought”. Lindt discovered, probably a bit later than Ferrero, that surprising, highly visible POS material, i.e. shelf-ready corrugated displays, sell more. So they now use their Easter Bunny in a prominent way to promote this product. Here the product and the pack are basically [...]
Good question! First of all, as often as possible and wherever possible. It’s called marketing! But seriously, let us start with the brand on the pack. Never on the back! On the front, it can be on top, in the middle or below. Unfortunately, most marketeers believe it has to be on top. For me, [...]
Last week I gave a speech in Prague for designers, as well as brand managers. Before that, I did my usual store checking to be reminded of the pack I just love, the Kolonada round flat crispy spa wafers from 1856. The now Mondelez company has fortunately not changed this design, although there are rumours [...]
In an advertising agency, we have project leaders, creative directors, account executives… and copy-writers.
At the beginning of my career, I was mostly trying to solve problems visually, i.e. with pictures, photos, etc. while during my last 20-25 years, I have become more interested in the verbal side of the communication. And here I should like [...]
Marketing communication follows a few basic rules such as
- make it simple
- be bold
- awake interest
- don’t just inform… communicate!
but the best of them all is no doubt “be different”.
I remember that once the then CEO of Nestlé, Mr P. Brabeck, told us that packaging is the most economical advertising medium, enormously underutilised, with virtually [...]