Own It or Lose It.

Brand proliferation and no end in sight. At least recent volatility in the economy slowed it down! Have I got a beef against more brands coming to market? No. The problem is too many branded products and packaging look alike!

There will always be a plethora of similar products in every category. But isn’t the primary job of marketers to successfully differentiate their offerings from everybody else’s in the marketplace? When are consumer product companies going to decide to “own” it?

In the 10-20 seconds the consumer scans the retail shelf, what pops? That’s why ownable design strategies are increasingly important given the sheer number of products in every category. Otherwise, consumers can’t distinguish one brand from another often walking away confused and empty-handed, as a result.

The few brands that “get it” are usually category leaders. These are brands with strong points of view, differentiated and supported by a one-of-a-kind creative strategy. It’s a visual thing. Consumers are people and people are very visual. Strong brands with unique design strategies can be spotted and ID’d from a distance on the shelf, or in an ad. They’re consistent and cohesive in every consumer touch point of the brand. A strong creative strategy underlines all marketing tactics, ensures consistency and builds brands into icons.

What’s packaging got to do with it?

Take a look at successful packaging. It can comprise a unique structure, signature color, graphics, typography, distinctive logo, or any combination of these. Unique package structure? Think Quaker Oats original cereal in paperboard cylinder. While Quaker contemporized the graphic elements of its package, it never went to a ubiquitous box. It also retained its classic heritage cues on its refreshed packaging.

Strong signature color? Think TRESemme hair care products in solid black packaging. Color-blocked at retail, TRESemme makes a statement in the hair care aisle. The line is further segmented by the addition of bars of color with coordinated caps to assist consumers in finding their favorite products. Strong key visual? Think Tropicana’s straw plugged into a fresh orange. Differentiated label defining the brand? Think Heinz’s keystone label.

When a signature color and graphics come together to make complex ideas simple to grasp, it’s a winner. Think Danone’s Activia. Graphics outlining the torso with visible “belly button” and arrow pointing downward on a dark green ground get the point across. It’s clear: this is about “regulating the digestive system”. Activia has become a star brand because the marketing campaign and packaging deliver seamlessly and “ownably”.

But what about established brands? Can they successfully develop new creative strategies, including packaging, to become highly differentiated? They can, but it’s crucial to find out which elements of the current packaging consumers are attached to; and which ones can be changed for the better. Good research invariably yields answers that may surprise even veteran marketers.

Enter in Elmer’s Wood Glue. Long a staple of every household and a favorite for artists and crafters, Elmer’s redesigned its package to make it sleeker and more ergonomic. It’s now easier to hold and to apply. Even in tight spaces. The glossy orange and blue shrink film label adheres to the bottle’s contours. It’s easy to spot on the shelf and better segments the glue varieties, making the line easier to shop. How enjoyable is this to find and to use now?

Mattel listened to its customers on social media who expressed frustration with the difficulty of opening toy packaging from plastic clamshells and freeing toys from myriad twist-ties. The company teamed up with Amazon to create Frustration Free Packaging (FFP) to counter the “wrap rage”. FFP packaging is recyclable and it’s designed to be opened without box cutters or knives. Better yet: toys are as well protected as they were in the old packaging. How about improving package functionality by engaging customers for their input? Great idea, or what?

Easy to accomplish when a company has deep pockets and substantial resources, right? Not necessarily. Smaller companies and start-ups can develop unique packaging. It takes the right mind-set and a commitment to developing a differentiated creative strategy, then putting the elements and tactics in place to achieve and maintain it.

Wild Creations, a forward-thinking toy company, offers unique products in unique packaging. Their package design is graphically appealing and interactive for children. The company also broke ground by adding QR coding on its packaging to help customers make informed purchasing decisions about its toys. Scans can be phone-ported to web sites where parents can see YouTube video demos and read customer reviews about the toys.

By distilling the brand to its core, a unique creative strategy can be developed. Then, packaging, advertising and web sites should all refer back to that brand cohesively and consistently. That will only happen if a style guide and package design system are put into place and consistently maintained. The beauty of developing this kind of strategy: it can be stretched without diluting the property’s brand essence. It can adapt to evolving customer tastes and trends. Yet, it retains all of the brand’s core visual attributes if consistently leveraged.

Over time, unique brand design can become iconic to consumers. It matters now – more than ever. In today’s marketplace – it’s own it or lose it.

 

About the Author

Ted Mininni is President and Creative Director of Design Force, Inc., the leading package and licensing program design consultancy to the consumer product and entertainment industries. Ted's articles have been published in many noteworthy trade and marketing publications, in print and online, such as such as Brandweek, Adweek, Playthings Magazine, Brand Packaging Magazine, Package Design Magazine, Packaging Digest, brandchannel.com, TheDieline.com, MarketingProfs.com, License Magazine and Shelf Impact!, among others. Ted’s articles have also been picked up by international business blogs in Asia, Europe, Africa and the U.S. He is also an ongoing contributor to MarketingProfs.com’s “Daily Fix” blog, POP Online and Beverage World Magazine.

To contact Ted, please call 856.810.2277 x10, or send an email to tmininni@designforceinc.com.