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Other Added - Packaging Experiences - Part I: The Assessment
It’s a well known fact that all executives love to golf. It’s no wonder, then, that some of the most popular executive gifts are golf related. If your clients and CEOs of companies you do business probably own a complete set of club cozies, it’s time to consider promotional printed umbrellas.Those that play golf regularly have definitely been caught in their fair share of afternoon rain showers. Being prepared for these surprise storms can make a huge difference in ones game. Take a fe
These five components provide the creative inspiration for developing brand messaging and communication. Once they are thoroughly uncovered and understood, consider the following:
- Which experiential components fit with my brand?
- How well are these currently communicated?
- What are some innovative ways to utilize design as a tool to create and extend the experience?
It is one thing to know what your brand components are, it is another to communicate them to others and live up to their promise. In part two of Packaging Experiences, we will discuss the importa
Have you ever wanted to tear your hair out over revisions to a complex document or proposal?We recently worked with a team responding to an RFP (request for proposal) from a large state agency. The RFP itself was nearly 100 pages long. The proposal responding to this RFP would be in excess of 150 pages. Its preparation effort required input from workgroup members scattered from San Diego to Charlotte.Up to this point the company had done many long, detailed proposals. Their prod
So how do we go about the daunting task of packaging experiences? Job number one is taking an honest unbiased look at your brand offering to define the experience opportunity that makes the most sense. You will need to assess your brand and how it fares in each of the five core brand components (your brand should have at least one of these components):
- Transformation
- Optimism
- Individuality
- Involvement
- Adventure
Transformation
Transformation occurs when a brand takes you from one state of mind to another.
The health and beauty category is all about selling transformation (use our cream
and you will look years younger). Transformation brings a very positive, personal
and emotional feeling to a consumer. This in turn equates the brands value.
Optimism
This component of an experiential brand conveys the feeling of pure happiness
with a brand. They give the consumer a reason to smile and expect the best from it.
Optimism can be achieved by the point of view a brand may have. For instance,
every time you purchase brand X, money is donated to a charity. Maybe brand X
uses no chemicals and therefore makes you feel good about using it. Optimism is
the hope that is instilled in the consumer by a brand.
Individuality
Individuality makes the brand a unique, one-on-one connection with the
consumer. One way brands achieve individuality is through consumer customization
(selecting a color or custom build). Another can be the way the individual feels
about the brand (one person feels safe while another feels elite). The point is that
each person takes away something unique from the brand offering.
Involvement
Brands that invite consumers to indulge in a sense of influencing and shaping the
brand experience are at the heart of involvement. Involvement is a more recent
trend in experiential packaging. One brand that became very successful by
concentrating on the involvement component is Jones Soda. By allowing the
consumer to create the labels for the sodas, the consumer became involved in
building the brand, similar to the way consumers were allowed to vote on the next
new color of M&Ms.
Adventure
Lastly, adventure represents the component of brands that convey ideas of
excitement and exploration. Adventure can be the Hummer vehicle promising you
adventure off-road (which is how often?). From a more true experience standpoint,
you would be better advised to take a cue from Edoc Laundry. Edoc has developed a
line of shirts with hidden codes that eventually lead the consumer to a murder
mystery online. Adventure in a brand is especially useful for creating a buzz and
viral marketing.
These five components provide the creative inspiration for developing brand messaging and communication. Once they are thoroughly uncovered and understood, consider the following:
- Which experiential components fit with my brand?
- How well are these currently communicated?
- What are some innovative ways to utilize design as a tool to create and extend the experience?
It is one thing to know what your brand components are, it is another to communicate them to others and live up to their promise. In part two of Packaging Experiences, we will discuss the importan
Most people in very small businesses start their businesses from a passion. This an excellent place to start – assuming there is a need in the marketplace for what you are selling.A business associate of mine is a residential real estate agent in the San Fernando Valley area of Los Angeles, California. She told me recently that there are 14,000 real estate agents in the San Fernando Valley!! Holy cow that's a lot! Anyone considering starting a real estate business in this geographi
Transformation
Transformation occurs when a brand takes you from one state of mind to another.
The health and beauty category is all about selling transformation (use our cream
and you will look years younger). Transformation brings a very positive, personal
and emotional feeling to a consumer. This in turn equates the brands value.
Optimism
This component of an experiential brand conveys the feeling of pure happiness
with a brand. They give the consumer a reason to smile and expect the best from it.
Optimism can be achieved by the point of view a brand may have. For instance,
every time you purchase brand X, money is donated to a charity. Maybe brand X
uses no chemicals and therefore makes you feel good about using it. Optimism is
the hope that is instilled in the consumer by a brand.
Individuality
Individuality makes the brand a unique, one-on-one connection with the
consumer. One way brands achieve individuality is through consumer customization
(selecting a color or custom build). Another can be the way the individual feels
about the brand (one person feels safe while another feels elite). The point is that
each person takes away something unique from the brand offering.
Involvement
Brands that invite consumers to indulge in a sense of influencing and shaping the
brand experience are at the heart of involvement. Involvement is a more recent
trend in experiential packaging. One brand that became very successful by
concentrating on the involvement component is Jones Soda. By allowing the
consumer to create the labels for the sodas, the consumer became involved in
building the brand, similar to the way consumers were allowed to vote on the next
new color of M&Ms.
Adventure
Lastly, adventure represents the component of brands that convey ideas of
excitement and exploration. Adventure can be the Hummer vehicle promising you
adventure off-road (which is how often?). From a more true experience standpoint,
you would be better advised to take a cue from Edoc Laundry. Edoc has developed a
line of shirts with hidden codes that eventually lead the consumer to a murder
mystery online. Adventure in a brand is especially useful for creating a buzz and
viral marketing.
These five components provide the creative inspiration for developing brand messaging and communication. Once they are thoroughly uncovered and understood, consider the following:
- Which experiential components fit with my brand?
- How well are these currently communicated?
- What are some innovative ways to utilize design as a tool to create and extend the experience?
It is one thing to know what your brand components are, it is another to communicate them to others and live up to their promise. In part two of Packaging Experiences, we will discuss the importa
Business forms are used by everybody for some reason or other, in offices as well as personal dealings. It could be an employment form, a contract, sale deed, agreement, insurance policy, rent form, bank form, medical form, human resources form, and so on. They are used to collect or provide information. In office setups, they are used every second. For individual purposes, they may not be used very frequently. In both cases, writing business forms may seem to be a boring, repetitive, and ti
Individuality
Individuality makes the brand a unique, one-on-one connection with the
consumer. One way brands achieve individuality is through consumer customization
(selecting a color or custom build). Another can be the way the individual feels
about the brand (one person feels safe while another feels elite). The point is that
each person takes away something unique from the brand offering.
Involvement
Brands that invite consumers to indulge in a sense of influencing and shaping the
brand experience are at the heart of involvement. Involvement is a more recent
trend in experiential packaging. One brand that became very successful by
concentrating on the involvement component is Jones Soda. By allowing the
consumer to create the labels for the sodas, the consumer became involved in
building the brand, similar to the way consumers were allowed to vote on the next
new color of M&Ms.
Adventure
Lastly, adventure represents the component of brands that convey ideas of
excitement and exploration. Adventure can be the Hummer vehicle promising you
adventure off-road (which is how often?). From a more true experience standpoint,
you would be better advised to take a cue from Edoc Laundry. Edoc has developed a
line of shirts with hidden codes that eventually lead the consumer to a murder
mystery online. Adventure in a brand is especially useful for creating a buzz and
viral marketing.
These five components provide the creative inspiration for developing brand messaging and communication. Once they are thoroughly uncovered and understood, consider the following:
- Which experiential components fit with my brand?
- How well are these currently communicated?
- What are some innovative ways to utilize design as a tool to create and extend the experience?
It is one thing to know what your brand components are, it is another to communicate them to others and live up to their promise. In part two of Packaging Experiences, we will discuss the importa
When a disaster happens, failing to prepare is preparing to fail. Those that are prepared in advance with the correct supplies and action plan will inevitably be in a better position than those that do not. You should develop a unique action plan for each place that you and members of your family visit; this includes work, school, the gym and the homes of other members of your family.In the case of a disaster contacting other members of your family could be difficult. That is why you n
Adventure
Lastly, adventure represents the component of brands that convey ideas of
excitement and exploration. Adventure can be the Hummer vehicle promising you
adventure off-road (which is how often?). From a more true experience standpoint,
you would be better advised to take a cue from Edoc Laundry. Edoc has developed a
line of shirts with hidden codes that eventually lead the consumer to a murder
mystery online. Adventure in a brand is especially useful for creating a buzz and
viral marketing.
These five components provide the creative inspiration for developing brand messaging and communication. Once they are thoroughly uncovered and understood, consider the following:
- Which experiential components fit with my brand?
- How well are these currently communicated?
- What are some innovative ways to utilize design as a tool to create and extend the experience?
It is one thing to know what your brand components are, it is another to communicate them to others and live up to their promise. In part two of Packaging Experiences, we will discuss the importa
The golden age of advertising may be just ahead of us. This is according to Catherine Bension, CEO of Select Resources, one of the largest advertising agency search consultants in the world. Bension presented at a recent ad industry conference in Milan, Italy on behalf of Worldwide Partners (www.worldwidepartners.com). This is an interesting thought to ponder, given the complexities the proliferation of media has brought to advertisers.Consider for a moment how difficult it is becomi
These five components provide the creative inspiration for developing brand messaging and communication. Once they are thoroughly uncovered and understood, consider the following:
- Which experiential components fit with my brand?
- How well are these currently communicated?
- What are some innovative ways to utilize design as a tool to create and extend the experience?
It is one thing to know what your brand components are, it is another to communicate them to others and live up to their promise. In part two of Packaging Experiences, we will discuss the importance of experiential packaging and the application of a brand across all of its touchpoints. Until then take a good honest look at your brand through the eyes of others, you may be surprised at what you find.
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