Did you know that the first thermoplastic was a compound created from nitrocellulose and camphor? The two first brands being used were Parkesine and Xylonite until Celluloid was registered in 1869 in Newark, New Jersey. It was first used as a replacement for ivory. Well, that’s a long time ago and if there is one [...]
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 [...]
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 [...]
… 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 [...]
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 [...]
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!
… but only with a clear briefing, conceptual thinking, stepwise designing, an open-minded client and last, but not least, the right hierarchy of information… It took only 3 months from briefing to printing!
No guidelines to follow, no corporate branding (which, by the way, I find wrong), no rigid hierarchy to obtain decisions during the progress [...]
The other day, I fell on two goblets standing side by side in the rather new product category of chilled ready-to-drink coffee beverages. As I love to analyse communication, this is what I found:
One design speaks the language of the young consumer who drinks on the go, while the other design most likely follows the [...]
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 [...]