,
) in order to format, you’ve used HTML code. Using [code review tools](https://www.aikido.dev/blog/best-code-review-tools) can help ensure your HTML is properly structured and error-free, saving time and reducing bugs. ## Why is HTML 5 important for the design of my Web page/app? As the Web evolved, and different browsers gained predominance, HTML had to evolve to keep up with increasing sophistication. Now that Web applications are becoming nearly as common as Web pages, support for offline storage has become an issue. HTML 5 has built-ins that handle offline browsing for Web apps. HTML5 can be integrated with other technologies in order to produce extremely elaborate, 2D or 3D effects, with animation and interactive features that will not have to be supported by plugins. This will enable you to achieve an extremely interesting and visually appealing page that allows users to view it without downloading Flash. ## Making the impossible, possible. A huge benefit is that it uses coding that applies to the design of both websites and applications. Try that with previous versions and you’re going to find yourself in need of five or six other languages to get the same functionality. HTML 5 brings it all under one roof, not needing to integrate things like Flash or Silverlight. Learning a new set of coding can be time-consuming, but ultimately, HTML 5 lessons the learning curve for the new guy, while letting the veteran focus more on creating the actual product rather than Frankensteining various languages together. Of course, even more significant is HTML 5’s ability to work with mobile. That’s big. Why? Because everything is going mobile. Consider the [International Telecommunication Union’s latest report on Internet access](https://www.itu.int/ITU-D/ict/publications/idi/material/2012/MIS2012-ExecSum-E.pdf), with data compiled for 2011: - Fixed broadband connections, like what you have at home or work, increased to just over 600 million globally, up from 530 million the year before. That’s incredible growth, but - Mobile broadband subscriptions increased by 40 percent in the same year to just shy of 1.1 billion. That was 2011. Can you guess how your customers will find you next year? ## Bottom Line If you’re not a programmer, you don’t necessarily have to know all of the finer points of HTML 5, but keeping tabs on new technologies will let you stay ahead of the curve and know how to produce the optimal user experience to maximize revenue. HTML 5 is the latest answer, and we’re sure there will be an HTML 6 down the road, but until that happens, unclutter your website by adopting this better, sleeker way of coding. The opportunities it brings aren’t just for show-and-tell, they translate into real dollars, and that’s something that even your marketing department will care about. ## Data-Driven Brand Development Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Packaging Design For Garden Products Built to Win on Shelf.](https://www.smashbrand.com/articles/packaging-design-for-garden-products/) **Published:** February 6, 2025 **Author:** Jason Vaught **Excerpt:** Learn how packaging design for garden products drives shelf choice, reduces shopper doubt, and boosts sales with data-backed best practices. **Categories:** Design, Strategy **Post Types:** Article --- ### [The 3 Most Important Elements of Label Design.](https://www.smashbrand.com/articles/the-3-most-important-elements-of-label-design/) **Published:** April 27, 2014 **Author:** Kevin Smith **Content:** You’d think that a label designer would know how to structure a label. You’d also think a qualified surgeon could operate without [sewing a scalpel inside the patient](https://www.webmd.com/a-to-z-guides/health-topics). Of course, you’d be wrong. Naturally, label design isn’t necessarily left to actual label designers. Boutique products might use a template, software download, or some other hideous source for their labeling strategies because it’s cheaper, and they don’t view the label as of exceptional importance. How we weep for these misguided souls. ## Label Spacing Label information real estate is precious. Although the product’s name generally gets the premium waterfront location, many designers fail to recognize that effective label design incorporates pertinent product and marketing information right next to the brand name. If your product is gluten-free, low-calorie, organic, or even contains one part of one natural ingredient, you should definitely find a place for it. Believe it or not, the brand name doesn’t necessarily merit the largest typeface. What it does earn is the space that the eye falls upon first, which can be enhanced by using contrasting colors. When we typically read a label, our eye is drawn to the top right hand corner if the label is horizontal and to the top if the label is vertical. Hence, the information at the center of the label is usually bold, so that the eye will be drawn from where it wants to fall and onto where the pertinent information is. Color, light and shade are your dearest friends when constructing a label with limited space, and we’ll go into the specifics later. Now on to… ## Label Precision The most successful labels have an intent behind them and behind the whole presentation, not just the logo. The choice of typography for all elements must be complementary but not necessarily identical. The only real “rule” for effective label design is that everything must be specific and deliberate. Looking at some of the most fascinating and successful “busy” labels, they all have a definite structure; nothing is an afterthought — much like how [expanded content labels offer](https://www.starlabel.com/extended-content-labels/) a clever solution for balancing aesthetic design with regulatory or multilingual information. The sizing of the typography (heck, the typography itself) is another important and often misused element in label structure, but it’s difficult to describe what will and what will not work out of hand. We may look down on some labels for having too many fonts, using inappropriate styles, being too busy. Still, those only apply to specific examples (and we’re willing to bet that those atrocities were composed without a plan). Even what one would think is the most basic principle — that the label must be readable — is still pretty flexible. We’ve seen examples of barely decipherable labels that still communicate the brand’s identity pretty darned effectively. How many of us have taken the time to read the barely decipherable Dr. Bronner’s Magic Soaps label? You can only rely upon your own expert artistry to determine what works and what doesn’t, and that is something that doesn’t come with a downloadable label template or \[shudder\] prefabricated label stickers. ## Label Colors Muted colors, bold colors, or total lack of color will inform your label information placement, so use them wisely. Let’s look at an example of [poor color choice for a food label](http://www.wizardlabels.com/sites/default/files/styles/home_page_slider_image/public/home-page-slider/WL_Slide_1b.png?itok=PoWW6tkS), shall we? We don’t mean to imply anything about the talents of the designer of this label; we wish to state emphatically that almost every one of these label decisions is wrong. The color of the graphic, the color of the border and the graphic itself are nearly identical to the contents of the jar, making it wash out completely, making the product look wan and unappealing. Moreover, the typography and the color choices for the company logo are similarly faint and weak. That might not be an example of the worst design in the world (that would be [this](http://www.indiedogdesign.com/wp-content/uploads/2012/08/london-2012-logo-268x300.jpg)); some people might think it’s pretty decent. However, it does nothing for the product or the brand itself. Nothing about that package tells the customer why he or she should buy that product instead of the hundreds of other options sitting on the shelf next to it. Moreover, the label is so inconsequential that the customer wouldn’t even notice it in the first place, which is the biggest crime. If a label is seriously offensive, it will at least get attention from snarky blogs like this, but if it’s just *boring,* it gets ignored by one and all. In summation: Use your label space wisely and map out everything you want to include down to the finest detail. Don’t be scared to use interesting or disparate typography; let your sense of aesthetic balance be your guide. Don’t use bland and boring colors that blend in with the scenery — you are designing a label meant to sell your product, not picking color swatches for a baby’s bedroom. And, if you’re unsure what to do, [give us a call](https://www.smashbrand.com/contact-us/); that’s what we’re here for. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development company](https://www.smashbrand.com/development/) for FMCG and CPG brands. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [The Ultimate Guide to New Brand Development.](https://www.smashbrand.com/articles/new-brand-development/) **Published:** February 6, 2023 **Author:** Jason Vaught **Content:** If you want to launch your new brand but don’t know where to start, you have come to the right place. New brand development is one of the most challenging tasks, especially with exponentially growing markets. Competing with hundreds, if not thousands, of “me too” brands without having a sold [brand development strategy](https://www.smashbrand.com/articles/brand-development-strategy/) is nearly impossible. Even if you succeed in developing a successful brand, it won’t be able to survive longer due to the evolving market trends and consumers’ interests. But don’t worry! This article provides a complete guide to the new brand development process. You will learn the essential steps to lay solid foundations before brand building. This article will also take you through common pitfalls to avoid during the journey to increase your chances of success. ## Solid Foundations for The New Brand Having a strong foundation means completing half of your work in advance. Building a solid foundation helps companies to differentiate themselves from competitors. It allows them to develop a unique brand identity and foster customer loyalty. It builds brand awareness, credibility, and visibility for long-term success. The following are the essential pillars of a solid brand structure. ### Identifying The Target Market Identifying the target market is the first step towards a successful new brand development. It allows companies to tailor their products, services, and marketing efforts to their ideal customer needs. Companies can create more personalized and relevant brand experiences that boost customer satisfaction and loyalty. Companies can identify their target market by conducting in-depth market research. During the research phase, they must [analyze their customer base](https://www.ramotion.com/blog/brand-competitor-analysis/) and competitors. They must also develop buyer personas and carefully assess industry trends. It helps to attract potential customers. ### Defining Your Brand Strategy After identifying the needs and wants of the target market, the next step is to develop an effective [brand development ](https://www.smashbrand.com/articles/brand-development/)strategy. This strategy must adequately cover the ideal customer’s pain points and communicate a unique value proposition that differentiates the brand. A well-crafted brand strategy helps companies position themselves better and shape consumer perceptions of the brand. For instance, Truvani, a supplement brand, was just launched in 2018, and [the brand has grown 407%](https://explodingtopics.com/blog/cpg-startups) in the last five years. The critical component of their branding strategy is sustainability and organic ingredients. One of the bestsellers of this brand is a line of plant-based protein powders available in seven different varieties. ### Crafting Your Brand Promise and Values The brand development strategy is incomplete without the brand promise, mission, and core values. The brand promise is a message that reflects the brand’s purpose and identity. It is a commitment to customers about what they can expect from the brand. It must be simple, unique, specific, meaningful, and realistic. Some effective methods to craft a compelling brand promise include brainstorming, work mapping, and storytelling. Market research and target market analysis data can significantly help at this stage. Companies may also take ideas from successful brand promises from competitors. Warby Parker’s brand messaging is one of the best examples to learn from. The company promises to deliver affordable, high-quality eyewear while giving back to the community. The brand’s values include innovation, social responsibility, and customer-centricity. These brand values allow it to stand out from the competitors and develop a more robust brand positioning. ## The Core of The New Brand The new brand’s core is the business’s heart, reflecting the brand’s philosophy, essence, and values. It must inspire everything the company does. The core provides the clarity required to harness the brand strategy and focus on what sets the company apart. It is essential to the new brand development, contributing to brand awareness. Without having a sold core brand idea, companies may struggle to connect with their target audience, maintain consistency, and effectively communicate their value proposition. ### Creating a Strong Brand Identity Developing a solid brand identity is one of the fundamental [stages of brand development](https://www.smashbrand.com/articles/stages-of-brand-development/). It encompasses the brand colors, design, and messaging. These elements serve as the visual and emotional representation of the brand. A strong brand identity allows companies to build trust and loyalty and connect with the target audience on a deeper level. Companies must maintain consistency in their brand design elements to develop a strong identity. They must carefully choose their fonts, colors, typography, and other components and use them across all channels. ### Choosing the Right Brand Name Choosing the right name for your brand helps strengthen the core of the brand. It is one of the first elements to contact the potential customer. Therefore, the brand name must be compelling, memorable, and meaningful, reflecting the brand’s personality. To craft a compelling brand name, companies must carefully pick the right naming strategy and involve key stakeholders in brainstorming for a list of potential names. Once the brainstorming session is finished, it is time to refine the list by assessing it with specific criteria. ### Developing a Unique Brand Personality Having a unique brand personality is a real game-changer. It infuses the brand with a human touch that customers can connect with. Whether focusing on [retail brand development](https://www.smashbrand.com/articles/retail-brand-development/) or [product brand development](https://www.smashbrand.com/articles/product-brand-development/), utilizing a well-defined brand archetype helps communicate consistent traits and values. It provides a framework that guides how the brand interacts with consumers, thus fostering a unique positioning. This exceptional brand positioning enhances the market presence and boosts the overall market share. ## Expanding The Brand’s Reach Companies must expand the reach of their new brand to achieve market penetration and growth. Without a [strategic brand development](https://www.smashbrand.com/articles/strategic-brand-development/) plan, companies may struggle to compete as they lack direction and clarity in messaging. It leads to diluted efforts and missed opportunities. The [brand development index](https://www.smashbrand.com/articles/brand-development-index/) can be a valuable metric to assess the brand’s market penetration. It helps to identify the areas for expansion and attracting new customers. Companies must utilize various types of testing, including A/B testing for marketing messages, usability testing for customer experience, and concept testing for product development. Companies may use the following strategies to expand the reach of their new brand: ### Brand Awareness Strategies Brand awareness strategies are essential to brand growth as they increase visibility and recognition. A strong [brand growth strategy](https://inbeat.agency/blog/top-growth-marketing-agencies) involves consistent messaging across multiple channels, engaging content, and targeted marketing campaigns. These tactics introduce the brand to new audiences and reinforce its presence, contributing to brand growth and market share expansion. ### Content Marketing for Branding Content marketing is one of the most powerful ways to expand the reach of your newly developed brand. It involves crafting engaging written and [video content](https://www.veed.io/tools/ai-video/text-to-video) to engage your target audience. Companies must smartly utilize storytelling and information sharing to build brand recognition and trust. Trending platforms like TikTok, YouTube Shorts, and Facebook Reels can significantly help during the branding process but you need to know the best practices for each. For example, [YouTube Shorts length](https://checkya.com/blog/youtube-shorts-length/) will be different than TikTok. ### Brand Marketing and Positioning Effective brand positioning helps companies to expand their reach exponentially. It ensures that the brand occupies a distinct place in the consumer’s mind, setting it apart from the competitors. A new brand can increase its visibility by consistently reinforcing its messaging and values through strategic marketing initiatives. It allows companies to attract and retain customers and achieve a sustainable competitive advantage in the marketplace. ## Enhancing Brand Value and Equity Developing a new brand is like planting a tiny seed. It requires plenty of care to grow strong. It is where brand marketing strategy comes into play. It is like the water and sunlight for the new brand seed. Brand marketing strategies help the company build its brand equity. But it is easier said than done. Companies face challenges when standing out from competing brands offering the same product or service. Especially when these brands have already gained traction in the market, it is like trying to be heard from a room full of loud voices. Therefore, the new brand must target the pain points of its customers uniquely to be heart. The following are the essential steps to strengthen the brand’s value and equity. ### Establishing Brand Consistency and Recognition Brand Consistency is one of the essential elements that help companies carve a picture of their brand in the minds of their target audience. For instance, one can quickly tell the brand after seeing specific colors or fonts. Consistency means showing the same look, feel, and message when developing a new brand, no matter where people find you. Brand consistency triggers brand recognition. It helps the new brand gain traction in the market. But here’s the tricky part: staying consistent isn’t always easy. Therefore, companies need a brand style guide that acts like a rule book. It helps everyone know how to represent the brand. To ensure consistent growth, companies must stick to these rules and remind everyone to do the same. After doing this well, the brand will start to shine, and its value will increase. Consumers will trust and like your company more because they know what to expect. ### The Role of Brand Extensions Companies can face sales plateaus if they don’t introduce new innovative products with time. As market preferences evolve, it is necessary to introduce new products and embrace changes. Companies may leverage brand extensions to attract new customers. Brand extension is like tree branches that spread out and grow more leaves. It means the brand can reach more people. It can be helpful for new brands as it shows everyone that the company can do more than just one thing. The leading challenge companies may face during a brand challenge is launching a new product not aligned with the brand personality. For example, it was a success when Clorox introduced toilet bowl cleaner. That is because it was perfectly aligned with the customer’s expectations. It met a new need. In contrast, KFC launched its “finger-licking good” edible nail polish, which was supposed to taste like fried chicken in 2016. Huffington Post described it as “your worst nightmare coming true.” Other examples include Ben-Gay aspirin, Smucker’s ketchup, and McDonald’s McPizza. ### Measuring and Increasing Brand Equity Measuring brand equity is like keeping score in a game—the higher it is, the better. Brand equity is the value that a brand holds in customers’ minds. It is built on their experiences and perceptions, leading to customer loyalty and willingness to pay for premium products. Growing equity is essential for new brands. It is the foundation for becoming a successful brand. But how do you know if it is going up? The best way to measure it is by looking at how well-known your brand is and how people feel about it and are choosing your brand over others. ## Measuring Success in Brand Development Developing an effective strategy for building a new brand is not enough. There must be a proper benchmark system to measure the effectiveness of the new brand. It provides valuable insights into what strategies work and highlights areas for improvement. Measuring success showcases the brand’s growth and resonance with consumers. It opens the door to optimizing marketing efforts, innovating product offerings, and strengthening customer loyalty. Failing to measure success can lead to misdirected resources, a weakened brand position, and lost opportunities for expansion and connection with the target audience. ### Key Performance Indicators for Brand Success Companies must develop an appropriate strategy to monitor the key performance indicators (KPIs). They can tell if the brand growth strategy is winning or requires some changes. After launching a new brand, KPIs are like checkpoints that help determine if it is heading in the right direction. The following are some of the main types of KPIs to track after launching the new brand for proper measurements: **KPI** **Description** Brand Awareness Measures how well people know your brand exists. Brand Recall Tracks how easily people can remember your brand. Customer Engagement Looks at how customers are interacting with your brand across various platforms. Conversion Rates Shows the percentage of people who take a desired action, like purchasing. Customer Retention Rates Indicates how many customers continue to buy from your brand over time. Net Promoter Score (NPS) Gauges customer loyalty and the likelihood they’ll recommend your brand. Customer Satisfaction (CSAT) Assesses how happy customers are with your products or services. Social Media Metrics Includes likes, shares, comments, and follower growth. Website Traffic Monitors the number of visitors and their behavior on your website. Sales Growth Measures the increase in sales over a specific period. Market Share Indicates the percentage of the market that your brand owns compared to competitors. Return on Marketing Investment (ROMI) Calculates the efficiency of your marketing spend. Cost Per Acquisition (CPA) It shows how much it costs to acquire a new customer. Lifetime Value of a Customer (LTV) Predicts the total value a customer will bring to your brand over time. Brand Equity Evaluate the overall strength of your brand in the market. ## Challenges to New Brand Development Developing a new brand is not an easy task. Companies may face multiple challenges when building a new brand. For instance, businesses may face issues like carving out a unique market position, building customer trust, or competing with established brands. They may not effectively communicate the brand value. Proper resource management and allocation can also be a challenge for some companies. They may be unable to sustain and grow the brand’s presence in a dynamic marketplace. ### Overcoming Common Brand Development Hurdles Businesses may overcome the common brand development hurdles by following these steps: - Establish a unique value proposition that sets your brand apart. - Develop a consistent brand story across all channels. Consistency reinforces brand recognition and helps build trust with your audience. - Understand and address the needs and preferences of your target audience. It can foster brand loyalty and advocacy. - Be ready to pivot your strategy in response to market feedback and changes. A flexible approach allows your brand to evolve and stay relevant. - Create a solid digital footprint through an engaging website and active social media presence, which is essential in today’s connected world. - Share valuable content that educates, entertains, and engages your target audience, positioning your brand as a thought leader. - Collaborate with other businesses to expand your reach and tap into new customer bases. - Use customer reviews and feedback to improve your offerings and customer experience. - Analyze data to gain insights into consumer behavior and refine your marketing efforts accordingly. - Invest in brand assets and ensure a unique logo, a catchy tagline, and a visually appealing color scheme that reflects your brand’s personality. ### Addressing Brand Development in Competitive Markets Introducing a new product in a market full of competition is not an easy task. It requires a proper strategy. Uniqueness and lasting impressions are essential for brands to capture a place in the market and survive fierce competition. By leveraging brand positioning, companies can carve out a unique place in the market. It shows how the company and its products are different. To build a compelling brand positioning, companies must develop comprehensive brand guidelines and educate their stakeholders properly. ## Data-Driven Brand Development Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for businesses that want to see a performance lift in retail. Our PathToPerformance™ process guarantees a brand performance lift on retail shelves. From strategy to design, we take consumer brands through a successful [brand development process](https://www.smashbrand.com/articles/brand-development-process/), setting them up for long-term success. Book a time to discuss your project with our team. **Categories:** Strategy --- ### [How Retail Consumer Targeting Drives Faster Wins.](https://www.smashbrand.com/articles/retail-consumer-targeting/) **Published:** January 8, 2024 **Author:** Jason Vaught **Excerpt:** Retail consumer targeting is the key to connecting with shoppers, boosting sales, and building loyalty. Ready to unlock your brand's retail potential? Read on! **Categories:** Positioning, Innovation, Strategy, Design --- ### [The In-Store Display Shows How to Keep a Legacy Brand Thriving](https://www.smashbrand.com/articles/the-in-store-display-shows-how-to-keep-a-legacy-brand-thriving/) **Published:** January 27, 2026 **Author:** Christy Lebor **Content:** We break down how smart visual design and brand modernization keep Old El Paso relevant and retail-ready. What’s a legacy brand you think needs a packaging refresh? **Categories:** Shopping With Christy --- ### [How To Create A Brand Repositioning Strategy.](https://www.smashbrand.com/articles/brand-repositioning-strategy/) **Published:** January 15, 2023 **Author:** Jason Vaught **Categories:** Strategy --- ### [DTC Packaging Design That Drives Sales and Loyalty.](https://www.smashbrand.com/articles/dtc-packaging-design/) **Published:** April 17, 2025 **Author:** Jason Vaught **Excerpt:** Discover how strategic DTC packaging design drives loyalty, boosts retention, and turns unboxing into a powerful sales and branding tool. **Categories:** Positioning, Innovation, Design --- ### [Consumer Demand for Sustainable Packaging Is On The Rise.](https://www.smashbrand.com/articles/consumer-demand-for-sustainable-packaging-is-on-the-rise/) **Published:** March 11, 2021 **Author:** Kevin Smith **Excerpt:** Sustainable packaging isn’t a trend—it’s a market shift. Consumers are demanding it. Retailers are prioritizing it. And if your brand isn’t ready, you’re already behind. But here’s the catch: most “eco-friendly” designs fail on shelf. Want to be sustainable and sell? Keep reading. The real solution isn’t what you think. **Categories:** Design --- ### [How-To Effectively Conduct Brand Positioning Research.](https://www.smashbrand.com/articles/brand-positioning-research/) **Published:** June 14, 2023 **Author:** Jason Vaught **Excerpt:** Most brands think they know their position until the data proves otherwise. Assumptions waste budgets, stall growth, and kill relevance. Brand positioning research exposes what your audience really sees, believes, and buys. Want to own your space instead of renting attention? Keep reading. **Categories:** Strategy --- ### [CPG Product Line Stretching For Increased Market Share.](https://www.smashbrand.com/articles/product-line-stretching/) **Published:** October 18, 2024 **Author:** Jason Vaught **Excerpt:** Stretch your product line the wrong way, and you don’t just confuse customers, you kill brand equity. But done right? It’s your fastest path to new revenue, more shelf space, and deeper consumer loyalty. So how do top CPG brands pull it off without breaking their brand? Let’s break it down. **Categories:** Positioning, Innovation --- ### [How To Create An Effective Product Naming Framework.](https://www.smashbrand.com/articles/product-naming-framework/) **Published:** November 9, 2023 **Author:** Jason Vaught **Excerpt:** Most product names fail before they ever hit the shelf because there was no framework guiding the decision. A good name isn’t creative flair it’s strategy, structure, and testing. Want a name that sells, scales, and sticks? Keep reading. The framework’s coming. **Content:** **Categories:** Strategy --- ### [The Ultimate Guide To Successful Product Renaming.](https://www.smashbrand.com/articles/product-renaming/) **Published:** December 4, 2023 **Author:** Jason Vaught **Excerpt:** Whether you're repositioning, entering new markets, or correcting a misstep, product renaming is a strategic move that can unlock growth or bury potential. Get it right, and you sharpen your edge. Get it wrong, and you confuse customers, lose equity, and stall momentum. Keep reading to learn how to rename with clarity, confidence, and impact without losing what makes your brand valuable. **Categories:** Strategy --- ### [Why CPG Brands Should Take An Omnichannel Approach, not DTC.](https://www.smashbrand.com/articles/cpg-omnichannel/) **Published:** October 18, 2022 **Author:** Kevin Smith **Excerpt:** Companies looking to turn a profit can no longer depend on the D2C model. Consumer brands now require a CPG omnichannel approach. Here's what you need to know. **Categories:** Strategy --- ### [A Complete Guide To Brand Name Development.](https://www.smashbrand.com/articles/brand-name-development/) **Published:** January 17, 2023 **Author:** Jason Vaught **Categories:** Strategy, Testing --- ### [Website Design Comparison Guide: MODx Versus WordPress.](https://www.smashbrand.com/articles/modx-versus-wordpress/) **Published:** August 27, 2013 **Author:** Kevin Smith **Content:** We don’t generally do a ton of techno-blogging because it’s far more fun to riff on client headaches, stupid design choices and ill-conceived packaging decisions. However, our front-end development sister company [SmashStack](https://www.smashstack.com/ "SmashStack") has been getting a lot of questions about their content management system of choice, namely: “What is your content management system of choice?” As far as blogging sites go, we humbly bow before the mighty alter of WordPress. It’s the most widely used blogging platform and has no equal … yet. However, we prefer MODx. Why, you ask? Oh, too many reasons to count. But let’s talk about the top three main reasons we choose MODx. ## Customization This is, by far, the main reason we use MODx rather than WordPress. We are a Web design firm; we tend to want to design websites based upon what our clients want and what is best for their brand and not what a software template allows us to do. Call us demanding. To customize the layout for a website using WordPress, you have to circumvent all of the many, many restrictions built into the WordPress framework. This mainly involves hacking, and can take up a ridiculous amount of valuable, highly monetized time. Because the majority of the clients for which we design want to integrate numerous features into their websites, not just blogs, we choose MODx. It’s easier for everyone. ## Go Big, Include Apps We’re always thinking big over here at SmashBrand. Large websites want flexibility and sophistication. Even though WordPress is a good blogging platform, many of their sites look like blogs, which is why news organizations and magazines use it so heavily. There is really no kind of Web site, page or app that MODx can’t handle extremely well and with almost infinite variety, and [a lot of the Web’s future is going to be in the realm of apps](https://www.smashbrand.com/articles/do-you-need-an-mobile-app-or-mobile-friendly-web-app/). ## Security WordPress-powered sites are more vulnerable to hackers than MODx sites, in large part because WordPress powers such a huge percentage of websites. However, MODx was designed with security in mind; it’s aggressively filtered and prevents SQL injections’ corruption. Also, the MODx core files can be scrambled and moved outside of the Web root, helping reduce [threat exposure management](https://nordstellar.com/threat-exposure-management-platform/) risks by limiting hacker access to core code. For added security, knowing [how to set up a VPN on Mac](https://surfshark.com/download/macos) and using a reliable [password manager](https://psono.com/ "password manager") is crucial for both developers and users to manage and secure their passwords effectively, reducing the risk of breaches. Additionally, employing a [remote access VPN](https://nordlayer.com/remote-access-vpn/) can provide an extra layer of protection by securing access to the MODx environment. Antivirus is another great way to stay protected in addition to password managers and VPNs. Cybernews’ [Bitdefender antivirus review](https://cybernews.com/best-antivirus-software/bitdefender-antivirus-review/) evaluates protection across platforms and offers practical recommendations. Together, these tools create a layered security approach that minimizes vulnerabilities and strengthens overall system protection. Using a [Windows VPN](https://windscribe.com/features/windows) ensures encrypted connections and secure remote access for users operating in Microsoft-based environments. ## Giving WordPress its due Don’t get us wrong; WordPress has its champions for good reason. It is one of the most widely used platforms available. Someone who wants to get a website up and running lickety-split without any headaches or technical ability could use WordPress quite happily. MODx isn’t for the faint of heart; designers have to be fairly sophisticated in order to navigate all of the features effectively. The great thing about WordPress is that it offers the casual user the opportunity to create pretty darned sophisticated websites and portfolios with minimal practical knowledge. For example, if you were going to try to publish your glossy CV online, don’t have a lot of experience with Web design, and aren’t interested in customizing every single detail, WordPress would be your best bet. WordPress is also easier for the layperson to figure out without much assistance or research. Because it doesn’t offer a world of customizable features, the interface and dashboard are comparatively pared down and don’t have a lot of potentially confusing options. However, whether or not you’ll find WordPress or MODx easier depends entirely on your own level of experience and adaptability; a totally raw recruit with no experience of the back end may find both platforms equally confusing. Who knows? We aren’t on the MODx payroll, so we aren’t trying to sell their features at the expense of WordPress (not that we wouldn’t accept a check, if MODx feels inclined to write one). However, for Web designers, it is extremely important to become familiar with appropriate platforms that offer the user the ability to create the best websites for their clients and their portfolios, whether they choose to use MODx, WordPress, Drupal, Joomla! or whatever. ## Quick Summary **WordPress Pros** - It’s ready out of the box without needing much customization. - It’s an easy install with tons of ready made themes for beginners. - Fantastic for blogs, personal, news and content based websites. **WordPress Cons** - It’s bloated and buggy due to the massive plugins that sites run. - Security issues are very common. - Lacks easy customization that advanced CMS users and web development firm needs. **MODX Pros** - This CMS is built to be customized. - Great for websites of any scale, small to large. - Less security issues than WordPress. **MODx Cons** - Like we said above, this CMS is built to be customized. That can be a daunting task if you are a beginner. - Third party plugins are not widely developed yet. - If you need extra support there is very little beyond the official docs and MODx forums. Which system do you prefer? WordPress or MODX? Tell us what you think and comment below. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development firm](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [How To Perform An Effective Brand Assessment.](https://www.smashbrand.com/articles/brand-assessment/) **Published:** April 25, 2023 **Author:** Jason Vaught **Excerpt:** Think your brand’s performing well? Without a brand assessment, you're guessing and guessing costs growth. While others use data to sharpen strategy, you risk falling behind. Want to know what’s really working and what’s quietly holding you back? Keep reading before your competition reads this first. **Content:** **Categories:** Strategy --- ### [Everything You Need To Know About Brand Understanding.](https://www.smashbrand.com/articles/brand-understanding/) **Published:** June 9, 2022 **Author:** Jason Vaught **Excerpt:** Most brands think they know themselves. The strong ones actually do. Without real brand understanding, you're making moves in the dark while competitors own the shelf. Don’t fall behind. Discover what it really takes to build clarity, loyalty, and market power. Read on to see where you stand. **Content:** **Categories:** Strategy --- ### [The Best Box Packaging Design Ideas For 2024.](https://www.smashbrand.com/articles/box-packaging-design-ideas/) **Published:** May 13, 2022 **Author:** Jason Vaught **Content:** In the present day, where everyone loves to shop has emerged as the prevailing practice, the significance of creative packaging design is quite essential. However, whether modern consumers’ primary concerns are product quality, low price, or unfastened delivery, packaging design pays attention to detail. Recent research suggests that almost half of e-commerce customers across all age brackets prioritize sustainable packaging, while an equal percentage will pay attention to package design. Dotcom Distribution’s research shows that 49% of customers aged 18-29 and 30% buy products packaged as gifts. This indicates that while sustainability is a vital element of packaging layout, aesthetics, and creativity are similarly crucial. Thus, companies should create visually attractive and environmentally friendly packaging to draw and retain customers. ## What is Packaging Design? Packaging design is the process of creating products that are both realistic and remarkable. It includes choosing packaging material, typography, colors, and imagery while ensuring the layout remains consistent with the branding method. Bundles must address practical elements, including how to store delicate products carefully. Many design ideas exist for impressive [packaging effects on customers’ minds](https://www.thebusinesstoolkit.com/how-packaging-influences-consumer-behavior-and-purchasing-decisions/). Here, we will unveil some of those ideas to inspire your brand. ## Create Visual Appeal Once you have a good packaging shape, the second top priority of packaging design is elevating a product’s presentation to a high level. Its look needs to be appealing to your target marketplace. This consists of the color, length, typography, illustrations, or imagery on the label or the packaging material. Choose layout or design elements that mirror your enterprise values and connect to your client’s values. They must evoke the emotion you want your audience to enjoy, which includes memories, comfort, or restoration. Creative packaging designs also improve brand identification. A logo’s placement, company color scheme, and font dimensions need to help make it memorable to clients. ## Add Product and Brand Information Your product’s package design must educate your buyer or explain the product’s benefits. Custom boxes can include product information, guidelines for use, expiration dates, and safety warnings. These personalized boxes are perfect for elevating your brand reputation and giving your product a competitive edge. You can also use your package designs to promote your product and explain how clients can interact with you on your company’s website, whether through social media or your reputable website. ## Embrace Sustainability A growing number of companies are searching for product packaging substances that are not simply recyclable but require less energy. Additionally, some brands are responding to demands for non-plastic alternatives that may be repurposed. Custom carton designs are a popular alternative and might emerge as a vital backbone branding detail. 73% of consumers consider the use of sustainable materials. Eco-friendly packaging additionally influences consumer belief, with over 40% mentioning it evokes “top class-ness.” ## Try Miniature Formats and Tiny Patterns From food to cosmetics to coffee packaging, brands are trying to entice shoppers through miniature versions of their products. Small and compact packaging that can fit in your pocket or bag is a splendid example of the best packaging for the tour. Also, small and complicated illustrations and styles symbolizing the packaging’s contents will replace the previous trend of overwhelming packaging images. ## Use Simple Design Market competition continues to grow, and companies seek progressive methods to stand out. Packaging design is one of the most effective approaches to creating a long-lasting impression on customers. Businesses can create [custom boxes with logos](https://www.dreamcustomboxes.com/) that reflect their brand identification by incorporating minimalist designs that feature simple yet ambitious colorations, fluid shapes, sharp angles, and clean lines. This packaging design can leave a long-lasting impact on clients, making them more likely to remember the product and purchase it once more inside their destiny. ## Go with Bold Colors Brands also use the power of color psychology, incorporating one brilliant and formidable shade with huge typography into their packaging design. A unique and bold color scheme can quickly grab the consumer’s eye in a few cases. The proper mixture of shade and font design powerfully invokes a mood or feeling. How text patterns and colors correlate also builds excitement about the product’s contents. Up to 90% of purchasers’ perceptions concerning a brand are primarily based on the color scheme used on its packaging. ## Vintage Themed packaging With this trend, not only do the components of packaging—trademarks, fonts, and colorings—look vintage-college (19th to 20th century), but the entire material, label, and sometimes even the shape seem antique. This innovative packaging approach works well and can bring back memories or create a sense of quality. Traditional lettering, motifs, and a retro coloration palette can also give products a luxurious feel. ## Data-Driven Rebranding for Packaging Designs Is your product packaging failing to connect with consumers? SmashBrand utilizes data-driven rebranding strategies to develop impactful new packaging designs that boost brand recognition. Our research-backed branding process revitalizes packaging to captivate shoppers. [Contact us now](https://www.smashbrand.com/contact-us/) and let our enthusiast designers reinvent your product’s visual identity. **Categories:** Strategy --- ### [4 Habits for Staying on Top of Web Design.](https://www.smashbrand.com/articles/4-habits-for-staying-on-top-of-web-design/) **Published:** August 12, 2013 **Author:** Kevin Smith **Content:** We ain’t gonna lie; Web design is a competitive racket. If you want to say ahead of the game, you have to keep those tools sharp, stay the course, take no prisoners and adhere to numerous other clichés we can’t, at this moment, remember. In a way, the following rules apply to pretty much any trade or skill or endeavor; these are basically the same principles you’d apply to success in medicine, engineering, law or weight loss. You cannot remain dormant; you have to be as active a part of the design community as your time and patience allows. In addition to familiarizing yourself with industry innovations, being in constant contact with others in your profession will keep your competitive juices flowing. After all, nothing is more inspiring than being forced to have lunch with a legion of associates who are all doing better than you. ## **1. Read up on industry blogs.** If you truly have no idea what is going on within your own industry, high-traffic blogs will tell you. You’ll notice that multiple bloggers all miraculously discuss the innovations and trends worth noting at approximately the same time. Naturally, we want to encourage you to read our blogs religiously. We offer you the solemn promise that our blogs consist almost exclusively of trendy topics that have been discussed elsewhere. You’re very welcome. ## **2. Attend seminars/conferences.** These are 3-dimensional, in-person versions of industry blogs, though they sometimes come with catering services. The good thing about conferences is that you get to schmooze with colleagues from all over the globe in the flesh. We hear it’s called networking. ## **3. Keep on ‘a learnin.’** This involves taking online tutorials, attending the occasional class, obsessively visiting the websites of other, more talented, designers and listening to podcasts on Web design related matters. It’s also advisable to participate on design forums and interact with peers. Forums are great places to get a feel for industry sentiment; get answers to burning questions four months after you’ve asked them and engage in rabid message board fights with colleagues on topics that have nothing to do with design (“You want to get on stage and have a room full of people threaten to ram their #$%^^ up your \*%!” – Redacted quote from a Designer Talk forum that we are not making up). Rage-filled, possibly drunken design forum posts aside, forums are nonetheless great community resources that have all web design-related matters under one roof, so to speak. Helpful topics range from help dealing with clients’ wishes to the latest episode of Game of Thrones. (Oh, and you *know* that Web designers are going to watch themselves some Game of Thrones.) Whatever it takes to learn how to build a [custom website design](https://blacksmith.agency/services/web-design/custom/), right? ## **4. Tweet** Not only should you tweet, but you should also stay on top of the Twitter posts of respected figures in the design industry, provided they’re not merely re-tweets and musings about their accomplishments at the gym (“Training with @bodybyhannah. (@ Hype Gym))” – Actual tweet by Jeffrey Zeldman. Generously, he posted it *twice*). Alright, the benefits of tweeting aren’t merely to glean useful information from industry thought leaders (you probably won’t), but rather to join an online community of designers and designer bigwigs. Suppose you regularly compose well-thought-out posts and disburse them through a diverse community of powerful Mentions. In that case, you may find yourself “trending” in an extremely minor way! These are tips and tricks that you surely already know – somewhat like reading health/wellness blogs that encourage the consumption of vegetables and whole grains instead of straight nacho cheese sauce. Nevertheless, it’s still good to have the points reiterated, if only to remind us what we should be doing but aren’t for whatever reason. One thing of which you can be certain, though, is that we practice what we preach. We just attended a scintillating design conference in San Francisco. We will shortly post our long-winded response to the comment that Daenerys should have used her Dragon Army to liberate the Yunkai slaves. Idiots. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Branding 101 for Start-Ups](https://www.smashbrand.com/articles/branding-101-for-start-ups/) **Published:** May 21, 2013 **Author:** Kevin Smith **Content:** All you solo entrepreneurs out there: how much thought have you given to branding? None, you say? Well, put down those big ideas, business plans, tax forms, annual gross receipt estimates and census bureau demographic estimation documents and START READING THIS RIGHT NOW. I’ve created four successful startups based on this philosophy. You have no idea how important your brand is to your company’s future; if your core competencies, business philosophy, world view and whimsy can’t be encapsulated in a single, eye pleasing badge and clever marketing copy, you might as well kiss your life’s dream goodbye. As one of the top [brand development companies](https://www.smashbrand.com/development/) for FMCG and CPG brands, allow us to share a few of the branding basics we’ve come to count on over the years. Well, perhaps we exaggerate slightly (but only slightly). Nevertheless, attention must be paid to your image. How the public will perceive your business (and, by extension, you) could make all the difference in terms of either achieving wild, runaway success or living in a lean-to near an overpass and burning your business cards for precious warmth. ## **Create Your Individual Badge** Every great brand has an instantly identifiable symbol. Once you’ve thought of your own crisp, clean identifier, you’ll be on your way. Try not to fret too much about creating the ultimate logo at this early stage; there’ll be plenty of time to adjust later as your brand grows and evolves. For the time being, think about what you want to convey to your customer base and how you can finesse your own personal details in order to create a unique particular crest. There has to be something about you that is atypical. You possess a feature that individuates you from your competition. You have an easily recognizable specialness that instantly conjures feelings of warmth and trust within the hearts of all that behold you… don’t you? Oh. Well… use a picture of a dog, then. ## **Embrace Social Media…** …before it becomes thoroughly obsolete and everyone has become obsessed with social holograms. Whether we understand it or not, Facebook and Twitter campaigns are necessary. It seems like a shocking waste of time, but people actually visit corporate Facebook pages, become “fans,” and post comments on their boards. Seriously. It might not be particularly innovative to use social media for marketing purposes in this day and age, but it’s nonetheless expected, and your campaign must fit nicely within its parameters. You need to find ways to stand out and tell your story. We’ve heard brands going through intensive workshops such as having a [company culture consultation](https://www.alphaapexgroup.com/hr-consulting/company-culture/) to ensure your messaging stays consistent, authentic, and stands out. Make yourself tweetable. Think of catchy posts and constantly update your company Facebook page. Encourage others to “like” you. Beg people to “retweet” and “share.” Regress completely to junior high school level, hit puberty a second time and accuse your mother of trying to run your life in a high, nasal whine. One of the [best startup tools](https://venturz.co/comparisons/best-tools-for-startups) are social media calendars which are cheap and can streamline and optimize your social media efforts. ## **Don’t Mix and Match Your Badges** Keep your badge consistent. If you started off with a temporary logo just to make your letterhead and webpage look semi-professional, make sure you make all of the necessary modifications after you’ve settled on your new image. Leaving remnants of your old, less sophisticated look will only confuse your public and leave you open to vicious yet hilarious mockery. Just as visual identity should remain consistent, startups also need reliable systems for their operational documentation, such as a [paystub template](https://www.paystubcreator.net/paystub-sample-templates), to maintain professionalism and trust as they grow. ## Make it Fun! …unless your dream is to open a chain of funeral parlors, in which case, make it extremely grave (tee-hee). Of course, the fun factor is only applicable if your services call for a lighthearted attitude, and if you are personally capable of lightheartedness. If not a single molecule of humor lurks within you, please don’t try to fake it; there’s nothing creepier than a grim, unfunny person [attempting levity in a desperate manner](http://cdn.theatlanticwire.com/img/upload/2012/05/25/AP120420018794/large.jpg). So, what have we learned today? We’ve learned that branding is an important part of any entrepreneurial endeavor, no matter how small or solo. We’ve learned that using dogs for marketing purposes may be a cheap ploy, but it’s damned effective. We’ve learned that people have stopped using social media for social purposes and are now using it to troll company Facebook pages and demand deep customer discounts in misspelled wall posts. Most importantly, we’ve learned that self-awareness is critically important, and if you’re not funny, don’t even try. Look at us; can’t you just smell our desperation? ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [12 Packaging Design Trends Brands Can’t Ignore Right Now.](https://www.smashbrand.com/articles/packaging-design-trends/) **Published:** April 10, 2025 **Author:** Jason Vaught **Excerpt:** Discover the top packaging design trends driving shelf impact and sales in 2026. Stay ahead with bold, consumer-driven strategies that perform. **Categories:** Design --- ### [CPG Packaging Trends Shaping Brand Success in 2026.](https://www.smashbrand.com/articles/cpg-packaging-trends/) **Published:** January 21, 2024 **Author:** Jason Vaught **Excerpt:** CPG product packaging a powerful tool that shapes consumer choices and drives brand success. As sustainability, functionality, and innovation redefine expectations, packaging choices can make or break a brand in today’s competitive market. Keep reading to discover how evolving CPG packaging trends can empower your brand to thrive in 2026 and beyond. **Categories:** Design --- ### [Specialty retail product development strategies for 2026.](https://www.smashbrand.com/articles/specialty-retail-product-development/) **Published:** December 6, 2023 **Author:** Jason Vaught **Content:** What makes a product irresistible to specialty retailers and their shoppers? The stakes in specialty retail product development are high—but so are the rewards. From gourmet sauces to artisanal snacks, specialty food brands thrive when they connect deeply with discerning customers. Influenced by the Specialty Food Association trends, store owners and buyers hunt for food products that tell a story, spark curiosity, and deliver quality. To succeed here, brands must dive deeper than surface-level trends. They need strategies that resonate in specialty retail aisles and meet the expectations of a fiercely selective audience. This guides you to turn niche challenges into opportunities that dominate the shelves. ## Specialty retail is more than just shelf placement. In the specialty retail market, success hinges on more than stocking shelves—it’s about creating targeted, consumer-specific offerings that align with each retail establishment’s unique identity. Whether it’s a specialty food store or a boutique shop for sporting goods, understanding customer behavior is critical. Consumers expect products tailored to their values and lifestyles, making customer data an essential tool for brands. Product design, packaging, and messaging are your silent sales force in this space, forging emotional connections and driving brand loyalty. With the right marketing strategy, brands can cater to niche demands, such as eco-conscious products, artisanal foods, or private-label premium beverages. Savvy retailers and brands tracking industry trends know the opportunity lies in being as distinctive as their customers. Specialty retail is not just about selling—it’s about standing out and thriving in a crowded, competitive space. ## The risks of “guess-and-go” product development. In the retail industry, relying on assumptions is a gamble most brands can’t afford. The reality? Untested redesigns or launches often fail, especially in a niche market like specialty retail, where precision is everything. A misstep with a specialty food product or packaging tweak can mean lost shelf space and dwindling sales at a convenience store or even a mass retailer like Best Buy in their specialized offerings. Overlooking consumer insights is costly. It leads to marketing campaigns that fall flat and products that fail to meet evolving consumer expectations, creating missed connections and significant revenue loss. Traditional agency workflows, driven by bold ideas instead of actionable data, only amplify the risks. Specialty retail demands a more innovative approach that listens to the consumer first and crafts solutions backed by research, ensuring every launch hits the mark. ## The science of specialty product development. Specialty product development focuses on meeting consumer needs through unique offerings that enhance the customer experience. Understanding inventory management is crucial for specialty food businesses to ensure the availability of these sought-after products. By aligning product features with specific consumer preferences, companies can foster brand loyalty and drive sales, effectively satisfying niche markets. This strategic approach is essential for maintaining competitiveness in an evolving marketplace. ### Integration as a solution. Specialty product development combines strategy, creativity, and testing into a seamless workflow, enhancing customer satisfaction in the specialty retail industry. Businesses can use market research to understand consumer behavior and preferences to align their offerings with current market trends. This integrated approach streamlines the supply chain, ensuring efficient product brand development and meeting market demands. Continuous feedback loops from testing phases allow teams to iterate quickly, reducing time to market while minimizing risks. It fosters brand innovation and responsiveness, enabling specialty retail stores to thrive in a competitive landscape. ### Consumer first development. This approach begins with market mapping, which identifies trends and preferences within specific demographics, enabling retailers to tailor their offerings effectively. By analyzing consumer behavior data, a specialty retail store can make informed decisions at every stage of brand development, from concept to launch. This ensures that the new product brand aligns with customer expectations, enhancing customer satisfaction and loyalty. Effective inventory management is critical as it allows retailers to stock items that resonate with their target audience while optimizing the supply chain for efficiency. Exceptional customer service reinforces brand loyalty, as knowledgeable staff can provide personalized recommendations based on insights from market research. This consumer-centric strategy drives sales and positions specialty retailers as leaders in a competitive landscape. ### Performance guarantees. Specialty product development focuses on reducing subjectivity and risk through predictive testing and iteration. This scientific approach involves establishing clear metrics during concept development, allowing teams to assess product viability against current market trends. Using data-driven insights, product management can identify potential pitfalls early in development. Performance guarantees foster customer loyalty by ensuring that products meet expectations. Predictive testing allows businesses to simulate various scenarios, helping to refine products before they reach the market. This iterative process enhances product quality and supports effective inventory management, ensuring that retailers stock items that meet consumer demands. Performance guarantees serve as a commitment to quality, assuring consumers and retailers that new products will deliver on their promises. This enhances overall customer satisfaction and trust in the brand. ## The role of packaging in specialty retail success. Product packaging is critical for the success of specialty retail. It acts as a silent salesperson that influences the 10-second buyer journey. Effective design captures attention quickly, communicating quality, purpose, and differentiation at a glance. Understanding customer behavior through customer data is essential for crafting packaging that resonates with consumers in the specialty retail market. Contextual testing allows brands to simulate real-world shelf interactions, ensuring that packaging performs well in retail environments. This approach refines designs based on industry trends, enhancing their appeal in specialty food stores and sporting goods outlets. Successful packaging protects the products and improves the shopping experience, driving sales and reinforcing brand identity. ## Proven steps to winning in specialty retail. Winning in specialty retail requires a strategic approach focusing on understanding and responding to consumer needs. Specialty retail product development focuses on multiple aspects that turn a product brand into an industry leader. Here are proven steps to achieve success: ### Identify purchase drivers through consumer insights. Leverage customer data to uncover the factors that motivate purchases. Analyze demographic information, buying patterns, and feedback to gain valuable insights into what influences consumer decisions. It allows brands to tailor their offerings to align with specific consumer preferences. For example, insights might reveal a preference for sustainable packaging or a desire for unique flavors in specialty food items. By identifying these purchase drivers, retailers can create targeted marketing strategies and product assortments that enhance customer satisfaction and loyalty. This step is critical in specialty retail, enabling brands to meet and exceed consumer expectations effectively. ### Develop product concepts aligned with niche market preferences. Leverage insights gained from consumer data to identify their niche market’s unique interests, values, and needs. Brainstorm and design product concepts that reflect these preferences, whether through innovative flavors in specialty foods, eco-friendly packaging, or tailored features in sporting goods. Engage with the target audience through surveys or focus groups to refine these concepts further and ensure they meet expectations. Align product development with niche market preferences enhances customer appeal and fosters brand loyalty. When consumers feel that a product is specifically designed for them, they are more likely to engage with the brand and make repeat purchases. ### Leverage iterative testing to refine packaging and messaging. The process begins with iteratively testing various packaging designs to identify which elements resonate best with consumers. This allows companies to observe how customers interact with packaging and gather insights on colors, imagery, and messaging preferences. Iterative testing allows for continuous refinement based on consumer feedback, helping to eliminate less effective designs while optimizing those that show promise. This data-driven approach reduces subjectivity, ensuring packaging designs are grounded in consumer behavior rather than assumptions. Iterative testing improves packaging’s visual appeal and enhances its effectiveness in communicating brand values and driving purchase intent. This strategic refinement is critical for standing out in a competitive specialty retail market and maximizing the impact of marketing efforts. ### Align all outputs with clear, measurable performance goals. Ensure that every product development and marketing aspect contributes to overall business success. This step involves establishing specific, quantifiable objectives that can be tracked over time, such as sales targets, customer acquisition rates, or market share growth. By setting clear performance goals, retailers can evaluate the effectiveness of their strategies and make data-driven decisions. For instance, if a new product launch aims for a 20% increase in sales within the first quarter, teams can monitor progress through sales data and adjust tactics as needed. Aligning outputs—such as product packaging design and marketing messaging—with these goals ensures that all efforts are focused on achieving desired outcomes. This alignment builds accountability among team members and provides a framework for continuous improvement. ## Frequently asked questions. ### What are the essential elements of successful product development? Successful product development requires market research, design skills, and financial planning. Key elements include understanding customer needs, defining product specifications, and ensuring adequate resource allocation for time and budget. Collaboration with external experts may also be necessary to cover all required skills while retaining intellectual property rights. ### What are the main stages in the new product development process? The new product development process typically involves several stages: - **Idea Generation –** Brainstorming and gathering ideas. - **Research and Planning –** Conducting feasibility studies and market analysis. - **Prototyping –** Creating a prototype or minimum viable product (MVP). - **Testing –** Validating the prototype through user feedback. - **Product Development –** Finalizing production processes. - **Commercialization –** Launching the product to the market ### How do you determine if there is a market need for a new specialty product? To assess market needs, businesses should conduct thorough market research that includes analyzing competitor offerings, understanding target demographics, and identifying gaps in the market. Questions to consider include: What problems does the product solve? Who is the target audience? What are the growth prospects for this market segment? ### What strategies can enhance the success of specialty retail products? Practical strategies for specialty store products involve branding, maintaining exclusivity through selective distribution, and leveraging unique selling propositions (USPs) to differentiate from competitors. Additionally, understanding consumer behavior and preferences through direct feedback can inform marketing strategies and improve product appeal. ## Data-driven specialty retail product development that guarantees sales performance. If you need help attaining the results you read about in this article, we can help. SmashBrand is a brand development agency that researches, designs, and tests all products to ensure peak shelf performance. Book a time to discuss your project with our team. **Categories:** Innovation, Strategy, Design --- ### [How the Millennial Mindset Influences Packaging Design.](https://www.smashbrand.com/articles/how-the-millennial-mindset-influences-packaging-design/) **Published:** October 9, 2020 **Author:** Kevin Smith **Excerpt:** Millennials don’t just buy products they buy alignment. If your packaging doesn’t reflect their values, it gets left behind. From shelf to social, their mindset reshapes how brands design, message, and deliver. Want packaging that converts this generation into loyal customers? Keep reading we’ll show you how to get it right. **Categories:** Strategy, Design --- ### [How To Create An Impactful Brand Positioning Chart.](https://www.smashbrand.com/articles/brand-positioning-chart/) **Published:** May 17, 2023 **Author:** Jason Vaught **Content:** **Categories:** Strategy --- ### [Analysis of an Effective Brand Positioning Process.](https://www.smashbrand.com/articles/brand-positioning-process/) **Published:** April 25, 2023 **Author:** Jason Vaught **Content:** **Categories:** Strategy --- ### [How to Write a Brand Promise You Can Keep.](https://www.smashbrand.com/articles/how-to-write-a-brand-promise-you-can-keep/) **Published:** August 29, 2019 **Author:** Michael Keplinger **Excerpt:** A brand promise sets the tone for every customer interaction—but making one you can’t keep will cost you trust, loyalty, and growth. Want to craft a promise that performs and delivers? Read on to learn how to get it right from the start. **Categories:** Strategy --- ### [A Comprehensive Guide To Electronics Packaging Design.](https://www.smashbrand.com/articles/electronics-packaging-design/) **Published:** June 6, 2022 **Author:** Jason Vaught **Excerpt:** In electronics, packaging is the first proof of performance. It protects, communicates value, and builds trust before the product is ever used. Ready to see how great design drives impact? Read on to learn more. **Content:** **Categories:** Strategy --- ### [Winning at Retail: An In-Depth Look at Retail Execution.](https://www.smashbrand.com/articles/retail-execution/) **Published:** February 14, 2023 **Author:** Kevin Smith **Content:** You’ve created a great product, landed a national retailer, and established a strategic marketing campaign to support the retail channel. At this point, many brands sit back, hoping to watch the revenues roll in. Unfortunately, these same brands are being yanked from store shelves because of poor retail execution. Consumer goods retail execution is one of the most critical aspects of brand management, requiring a concrete strategy, rigorous implementation, and consistent monitoring. In this article, you will learn: - What is retail execution? - Who is in charge of retail execution? - The dangers of not having a retail execution strategy. - Priming the retail execution engine. - Each aspect of successful retail execution. - How to conduct a retail store audit. - A look at a few retail execution strategies. If you are an FMCG or CPG brand, you need to understand the ins and outs of retail execution to achieve the goal of retail shelf success. ## What is Retail Execution? Retail execution refers to getting consumer packaged goods onto retail shelves and into consumers’ hands. It ensures that products are displayed, priced, and promoted in stores to maximize sales and meet consumer demand. Effective retail execution is crucial for the success of consumer packaged goods companies in competitive retail markets. ## Whose Job is Retail Execution Management? The size and structure of an organization dictate the roles and responsibilities, but overall, we manage retail execution through our: - **Brand Managers:** The brand manager reviews the reports and interacts with retail execution tools to track progress, capture insights, and further the strategy. - **Retail Managers:** Larger brands that segment brand management into separate channels may have a retail manager working directly with in-store commerce. In most cases, they will also track progress and capture insights. - **Sales Reps:** In-office sales representatives may be the first point of accountability, signing off on completing a retail execution. - **Field Sales Reps:** A field sales rep will be the first in-person touchpoint where they can monitor retailer compliance and strategy impact. - **Merchandizers:** The team in charge of merchandising is the ones who follow orders and perform the retail execution. ## The Risk of Not Having a Retail Execution Strategy CPG companies shouldn’t leave anything to chance if they hope to retain visible placement in retail chains of real significance. The CPG industry is too competitive to let important aspects of category management slide. The greatest risk of poor execution (both in strategy and management) is easy to understand; you will lose the partnership. We see this with DTC brands hoping to shift into the retail market. Assuming their brand identity is enough to carry them through results in a downgrade. Without their website to back them up, these DTC brands come across with weak positioning, inconsistent offerings, and poor packaging design. ## Setting The Stage for Retail Execution Retail execution requires forethought and a front-loaded investment of time, capital, and resources. This isn’t something your sales rep keeps top of mind when approaching a retailer. It’s up to the brand to think through in advance. CPG brands need to consider these two points before executing in retail. ### Merchandising Data & Shelf Testing One of the most critical steps to retail success is coming into the conversation with data to support your brand differentiation and unique selling proposition. Most brands come in with category data, some come in with statistics about their key differentiators, but few come in with data that discusses [purchase intent](https://www.smashbrand.com/articles/why-purchase-intent-is-the-most-important-metric-for-cpg-brands/). The best way to ask for premium placement is by having proof that consumers are ready to choose your product over the competition, from [brand equity](https://www.smashbrand.com/articles/brand-equity/) to packaging design. ### Create a “Win-Win” Agreement We shouldn’t have to tell you the importance of clarity when expressing your wants to the retailer. But working with a retailer is to engage in a relationship where, if they lose, you lose. When creating your retailer agreement, leave room for partnership synergy, where you consider and implement their ideas into your pre-determined concept of success. ## Successful Retail Execution We all love a good checklist. Well, here’s your retail execution checklist. We cannot guarantee shelf success by following these retail execution activities. But we can guarantee you will understand what to review and where to adjust your retail execution strategy if you’ve successfully implemented these best practices. ### Shelf Placement How can you win in retail when the only slot you can receive is in the store’s back corner on the bottom end of the shelf? Unless you have a magic wand, you can wave at consumers to help them find your mysterious product; it’s unlikely that this partnership will work out. The click-and-collect model is the only aspect of the retail model that will work without in-store brand visibility. As much as we would like to trust retailers with shelf placement, your retail execution team must ensure planogram compliance. ### *What is Planogram Compliance?* *A planogram is a visual representation of the ideal product placement and shelving arrangement. Planogram compliance refers to the degree to which a retail store displays the CPG brand’s products on the shelves according to the agreed-upon visual merchandising planogram.* ### Store Displays In-store displays are down year over year, and your agreed-upon display may be given less attention than it deserves, replaced by another brand, or removed entirely. Since it is one of the best ways to separate yourself from the competition, retailer compliance for in-store displays isn’t something to take lightly. ### Product Promotions Omnichannel retailers like Walmart, Target and Whole Foods come equipped with a search engine, customer demographics, and category leads. These are opportunities for a brand to infiltrate its customer base with targeted product promotions. For the right price or product reimbursement credit, retailers can include your promotion within their campaigns. But because of the amount of personnel who interact with these promotions, compliance is essential. And don’t expect the retailer to run your campaign without consistent improvements on your part. Request as much [retailer data](https://www.dotactiv.com/retail-data) as possible to review and optimize future promotions. ### Competitor Adjacencies Hiding away from big-name brands isn’t necessary when you’ve optimized your packaging for purchase intent. However, you still want to monitor your shelf competition to ensure that your brand differentiation remains relevant. An MCT oil with a spill-proof spout is a unique differentiator until the same spill-free spout sits to its left and right. ### Pricing Compliance Sometimes by mistake and sometimes for competitive reasons, retailers change a product’s agreed-upon pricing. Whether or not you enforce MAP policies, every brand needs to monitor retailer pricing to ensure they carry out its pricing strategy. Otherwise, you are giving the retailer a portion of your [brand strategy](https://www.smashbrand.com/articles/cpg-brand-strategies/) to do as they please. ## Conducting Store Audits The frequency and depth of a [brand audit](https://www.smashbrand.com/articles/brand-audit/) will depend on many factors, but even start-ups with small teams should not disregard a consistent retail store audit. Thankfully, we have access to retail execution tools for backroom management and retail execution field tools we can use on-premise. ### Retail Execution Software We can use technology to optimize retail execution through [artificial intelligence](https://www.glean.com/industries/retail), machine learning, and data analytics. Here’s a broad look at what retail execution software can accomplish. - Create a strategy for carrying out sales and [marketing initiatives](https://www.smashbrand.com/articles/cpg-marketing/) in retail stores. - Oversee the organization of territories and related teams and tasks. - Guarantee adherence to pricing regulations and brand policies - Supervise the progress of retail operations both in the field and in-store - Offer actionable insights to facilitate the successful execution of retail operations. Retail execution software is only as worth as much as you can implement within your business. Be sure you allocate enough time and resources for maximum software adoption. ## Retail Execution Strategies Every retail execution strategy will have nuances, but the overall theme will remain the same. Here’s a look at three strategies you can implement to improve your chances of shelf success. ### Preventing Retailer Reluctance There is an intangible aspect of retail execution that exists across all brands. Retail partners seek brand consistency where the communication matches their experience with your brand. An example of retailer reluctance occurs when a sales rep sets expectations with the store manager that are incongruent with existing and future brand experience. You win and lose revenues at the store level based on the retailer’s confidence in placing and promoting your brand. We create this confidence through outcomes that meet or exceed expectations. ### Inventory Management Supply chain management isn’t limited to operational impact. Ensuring consistent product availability and timely delivery to retail stores builds trust that retailers can depend on your brand. Out-of-stocks are not well received (pun, maybe?) by the retailer and will undoubtedly hurt your chances for future retail execution. ### Employee Education One positive aspect the direct-to-consumer model has had on the entire CPG industry is the amount of attention it brings to consumer education. The retailer-first and [omnichannel](https://www.smashbrand.com/articles/cpg-omnichannel/) brands can learn a lesson from the DTC community in how they approach education but place their aim on the retail team. It is an underappreciated aspect of retail execution that brands can and should capitalize on. The key is to provide employee education in an engaging way that reaches deep enough in their brains to stick. ## Want A Best Selling Brand? Through extensive consumer testing and branding, and design, [our integrated packaging approach](https://www.smashbrand.com/) helps consumer goods companies like yours develop a winning retail strategy. Book a time to discuss your project with our team. **Categories:** Strategy --- ### [3 Business Lessons Learned from Paper Airplanes.](https://www.smashbrand.com/articles/3-business-lessons-learned-from-paper-airplanes/) **Published:** November 11, 2013 **Author:** Kevin Smith **Content:** Making a paper airplane isn’t something that most of us feel must be done by committee; our experience of paper airplanes is basically folding a piece of paper into a projectile shape, launching it, and watching it plummet to the floor faster than if we had simply crumbled it into a ball and flung it to the ground. Well, what do you expect? We are not aeronautical engineers. However, getting a paper airplane to fly a reasonable distance (and by “reasonable,” we mean farther than the length of the thrower’s arm) takes a fair amount of technical proficiency, gumption, creativity and creativity, yes, team work. The same goes for practically any business — even graphic design. We were inspired by the achievement of John Collins, who, in addition to being a lovely whiskey cocktail, designed a world record-breaking paper airplane after only 40 years of trying. There is definitely a feel-good, small-town underdog movie in there somewhere. ## Collaboration We’re not a huge fan of meetings, particularly weekly, unfocussed meetings with no specific aim other than to remind everyone that a [conference room](https://www.deskflex.com/Products/Room-Scheduling) exists. Collaboration doesn’t have to be this way. When you work on a project for weeks or months, you need someone else to inject a little new vigor into the process. We’ve all been there; slaving away on some assignment and failing to figure out exactly why something or another isn’t working until a colleague walks into the room and looks at the progress. “What’s this supposed to be?” He says. Eureka! Suddenly a the room is gushing full of energy that could only be matched by a room full of toddlers — or monkeys and barrels. When immersed in our work, we sometimes lose perspective and fail to notice the little things that are completely obvious to others. However, when everyone in the room uses everything they know to help the project along, great things can happen. That is, until the team starts to fall apart into people trying to take credit for ideas, as it inevitably will. ## Learning from Failure The difference between successful people and lower management is that successful people may have failed at some point, but they kept trying, and they dedicated themselves to identifying and fixing the problems they encountered. As we pointed out earlier, the world record-holding paper airplane designer had been working to achieve that goal for 40 years. Regardless of whatever else he was doing during that time, he worked like a man-on-a-mission on this goal, and he wound up in the record books as a result. Failure is only failure when you quit. ## Thinking Outside the Box As long as we’re on the subject of paper airplanes, we’d like to point out that paper airplanes can be engineered to become airborne in various ways. They can fly in horizontal and vertical circles, flap their wings; they don’t even have to be airplane/dart-shaped. The next time you and your friends decide to have a paper-airplane contest (which happens every weekend, admit it), let them design and throw their planes first. Then, scrunch your paper into a ball and throw it — you’ve likely just won. Rules may govern your industry, but that doesn’t mean you should deliberately handicap yourself. Think of how you would operate if you didn’t have an established set of guidelines. Of course, you’ll have to prepare yourself for rejection from industry brain trusts, since the unfamiliar is very scary to investors. So, what have we learned today? We learned that just because we never succeeded in designing a paper airplane worth the paper it was folded with, that doesn’t mean there isn’t a legitimate business metaphor somewhere. We learned that we need the input of others if we really want our projects to sing. We learned that failure can be a teaching moment if we don’t let our egos stand in the way of progress. Most importantly, we learned that our childhood preoccupations can lead to success and invitations to be guests on “Conan.” Perhaps [our love of Super Mario Brothers](https://www.smashbrand.com/articles/why-a-short-italian-plumber-is-a-household-name/) will finally yield some well-deserved glory. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [What Is Brand Repositioning, And Why Does It Matter?](https://www.smashbrand.com/articles/what-is-brand-repositioning/) **Published:** November 15, 2023 **Author:** Jason Vaught **Excerpt:** If your brand feels like it’s still talking it’s time to rethink the position, not just the message. Brand repositioning isn’t a refresh. It’s a reset built to win in today’s market. Read on to learn what it is, why it matters, and how to do it right. **Categories:** Positioning, Strategy --- ### [A Comprehensive Guide To The Brand Positioning Model.](https://www.smashbrand.com/articles/brand-positioning-model/) **Published:** May 17, 2024 **Author:** Jason Vaught **Excerpt:** If your brand can’t explain why it exists, or why it wins, you don’t have a positioning problem, you have a business problem. A strong brand positioning model fixes that. It aligns teams, sharpens messaging, and drives decisions that move the needle. Read on to learn how to build one that works. **Categories:** Strategy --- ### [The Smart Approach to Packaging Redesign.](https://www.smashbrand.com/articles/packaging-redesign/) **Published:** July 31, 2023 **Author:** Jason Vaught **Excerpt:** Want to know the keys to a successful packaging redesign? That's precisely what we will cover in this complete guide, where we teach you the necessary steps. **Categories:** Design --- ### [The Ultimate Guide To Retail Packaging Design.](https://www.smashbrand.com/articles/retail-packaging-design/) **Published:** February 16, 2023 **Author:** Kevin Smith **Excerpt:** Retail isn’t forgiving. Your packaging has to stop someone mid-aisle, tell a story in seconds, and outsell everything around it. If you’re not designing for that moment, you’re designing to lose. This guide shows you how to get it right from start to finish. Read on to master retail packaging design with proven steps. **Categories:** Design --- ### [Budweiser Really Is King (Miller Fans Can Now Go Home)](https://www.smashbrand.com/articles/budweiser-really-is-king-miller-fans-can-now-go-home/) **Published:** May 23, 2013 **Author:** Kevin Smith **Content:** We realize that we’re probably supposed to be excited to the point of spontaneous human combustion by the new bowtie-shaped Budweiser can. It’s a marketing coup and innovative packaging design; it’s been engineered to death, unlike any beer can that has ever existed. It also holds one less ounce of beer than the traditional can. We dislike it, and here’s why. Oh, it’s not permanent by any means – the standard 12 oz can will still be available. The new bowtie-shaped can is a prestige model that is only offered in the United States to create “buzz” and make collectors salivate at the thought of possibly reaping significant posthumous windfall when their descendants sell it on Ebay in 2050 for a whopping million dollars (which by 2050, will be the equivalent of, roughly, $14.79). The Anheuser-Busch party line is hip and trendy; it’s precisely what cool customers want in a fine American brew. Our cries for a beer can that doesn’t bore us to sobriety have finally been heeded! Hurrah! What isn’t widely mentioned, however, is that the new can contains more aluminum than its traditionally shaped counterpart – roughly double the amount. More packaging, less product. Is this in keeping with the latest (relatively new, anyway) trend for environmentally responsible packaging? Who cares! Crack open a cold one! ## **The Incredible Shrinking Product** Keeping [product packaging design](https://www.smashbrand.com/articles/product-packaging-design/) roughly the same size while reducing the amount of product itself is an act of corporate subterfuge that has been ongoing since humans developed the ability to put objects in vessels. Wouldn’t it be refreshing if a company could admit what it was doing to the public? “Hey, our business model of offering abundant quantities of product at a low price was simply untenable. Because we don’t want our CEO’s jet fuel budget to suffer, we will be raising our prices. Thanking you in advance, your friends from Anheuser-Busch. Xoxo.” Of course not. No company would ever be so honest. Instead, memos are issued proclaiming the righteousness of the brand regarding its packaging, making it more in line with what the customer wants. The customer wants an angled can and slightly less beer. Deal with it. ## **Mixed Signals** Anheuser-Busch is no stranger to marketing strategies and solutions; it has been shaken by the surge of the craft beer industry and responded by marketing craft-like beers with homespun labels and the Anheuser-Busch imprint nowhere in sight. Now, any company has the right to sell its products in any way it sees fit; after all, there weren’t any official lies on the label – just the sin of omission, right? You try telling that to a hippie with a penchant for supporting tiny craft breweries and a blog. Occasionally, a corporation’s mammoth size can become its own worst enemy. A big and bloated company somehow seems cold and untrustworthy. The more the company tries to appeal to the better angels of a public’s nature, the more calculating the company appears. Case in point: what is the better marketing strategy for the current cultural sentiment? Less packaging, or more packaging, but in a slightly cooler shape? Aggressively artisan beers made with bog myrtle or some other massively heritage plant harvested sustainably by a group of mandolin-playing hipsters with knee-length beards, or beers surreptitiously adorned with folksy labels even though they were made in breweries that produce hundreds of millions of barrels every year? From a branding perspective in today’s age, the heirloom marketing angle has the edge. “Green” product packaging, which supports the little guy’s big dream and environmental responsibility, may be cynical marketing tools. Still, they work, and they work because the public is genuinely concerned about the planet’s resources and habitability. Of course, that concern might be more deeply rooted in creating the appearance of concern for fashion’s sake. Still, if stylishness motivates people to do responsible things, we can only say: fair enough. So what have we learned today? We’ve learned that the “King of Beers” is enclosed within a beer can that is shaped like it’s wearing a corset. We’ve learned that we’re supposed to think that this is cool. We’ve learned that Anheuser-Busch is, on one hand, distributing a product using twice as much packaging as needed, and on the other hand, covertly marketing a product designed to appeal to the exact segment of the population that is most likely to find the revolutionary new beer can design dubious. Most importantly, we’ve learned that we’re getting far too worked up over corporate machinations; we need a frosty, delicious beer. Ahhhhh. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development and data-driven [packaging design agency](https://www.smashbrand.com/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [The Ultimate Guide To Successful Rebranding.](https://www.smashbrand.com/articles/rebranding/) **Published:** August 23, 2023 **Author:** Jason Vaught **Excerpt:** Rebranding isn’t just about a new logo or fresh packaging it’s a strategic move that can redefine your brand’s identity, attract new customers, and reignite loyalty. But without the right approach, a rebrand can confuse your audience and weaken your market position. **Categories:** Strategy, Design --- ### [How Visual Cues Impact Purchase Intent.](https://www.smashbrand.com/articles/visual-cues-on-purchase-intent/) **Published:** May 23, 2025 **Author:** Jason Vaught **Excerpt:** Discover how visual cues in packaging influence purchase intent and learn how to design packaging that drives sales and boosts consumer engagement. **Categories:** Innovation, Strategy, Design --- ### [Pet Care Product Packaging for Increased Market Share.](https://www.smashbrand.com/articles/pet-care-product-packaging/) **Published:** July 7, 2024 **Author:** Jason Vaught **Excerpt:** Learn the 4-phase pet care product packaging design process insight mapping, prototyping, validation & team alignment to boost shelf impact & sales. Read on to learn everything you need to know! **Categories:** Innovation, Strategy, Design --- ### [Why a Pallet Packaging Design Fails and How to Get It Right.](https://www.smashbrand.com/articles/pallet-packaging-design/) **Published:** March 7, 2024 **Author:** Jason Vaught **Categories:** Design --- ### [How To Develop A Dog Food Packaging Design That Converts.](https://www.smashbrand.com/articles/dog-food-packaging-design/) **Published:** June 27, 2024 **Author:** Jason Vaught **Excerpt:** Data-driven dog food packaging design that educates, differentiates, and sells. Learn proven strategies to win pet owners’ hearts and shelf space fast. **Categories:** Innovation, Strategy, Design --- ### [How To Create A Shelf-Ready Animal Packaging Design.](https://www.smashbrand.com/articles/animal-packaging-design/) **Published:** June 27, 2024 **Author:** Jason Vaught **Excerpt:** Discover how to create high-performing animal packaging design that drives sales, connects with pet owners, and stands out across retail and digital shelves. **Categories:** Positioning, Strategy, Design --- ### [How Strategic Ecommerce Packaging Design Fuels Growth.](https://www.smashbrand.com/articles/ecommerce-packaging-design/) **Published:** May 6, 2024 **Author:** Jason Vaught **Excerpt:** Discover how strategic ecommerce packaging design drives growth, boosts retention, and elevates brand impact across every customer touchpoint. Read on to learn. **Categories:** Positioning, Innovation, Design --- ### [CPG Brand Strategies For Better Store Performance.](https://www.smashbrand.com/articles/cpg-brand-strategies/) **Published:** November 17, 2022 **Author:** Kevin Smith **Excerpt:** Looking for innovative and unique CPG brand strategies? This article discusses includes brand & marketing strategies to grow your in-store and online sales. **Categories:** Strategy --- ### [How To Ask The Right Brand Development Questions.](https://www.smashbrand.com/articles/brand-development-questions/) **Published:** April 25, 2023 **Author:** Jason Vaught **Categories:** Strategy --- ### [Your How-to Guide for Choosing the Right Packaging Material.](https://www.smashbrand.com/articles/your-how-to-guide-for-choosing-the-right-packaging-material/) **Published:** February 10, 2014 **Author:** Kevin Smith **Content:** Those of us who aren’t designers only think of product packaging materials as an enticement or a hindrance. If the material can be used for other important purposes, it’s an enticement. If the material is indestructible plastic used for clamshell packaging and can’t be opened without a Samurai sword, it’s a hindrance. As a public service, we’re offering you a concise how-to guide for finding the best materials for packaging your product, so long as your product is a food item of some sort. If we were to go into all of the items in the world that merited retail packaging design of some kind, we might be forced to exceed 750 words. ## What is my budget? Before you begin any packaging endeavor, you must determine the scope of your budget, as this will determine whether you will be able to use material of some kind or force your customers to scoop kale chips into their bare hands. For the wealthy brand, there is always glass, natural fibers and shredded $100 bills reconstituted into standing tin-tie bags. But most small brands will be unable to afford such luxuries and rely upon standard bulk-item materials from which enticing retail package designs must be fashioned. Many budget-friendly packaging options offer superlative protection for food products. Food-grade cardboard is a relatively inexpensive material that offers reasonable crush protection and interesting design opportunities. Bio-based food packaging made from renewable organic sources is an even more reasonably priced alternative. Of course, your ultimate decision will be based on the type of food you’re packaging, which leads us to the question: ## What type of product am I packaging? Is your product vulnerable to crushing, like potato chips or crackers? Will the package affect the product’s potential for spoilage? Will it have to be refrigerated or frozen? Can it be stored at room temperature before opening and subsequently refrigerated? Is it liquid? Solid? Vapor? Determining the best packaging materials for your food product will largely involve science. For different food items, one enemy might be microbes, while another might be oxidation. Carbonated beverages must be packaged in materials that can withstand CO2 pressure, such as glass or PET. Still, a cardboard “can”is also being distributed in Europe that seems quite impressive. ## How is my packaging being stored? Will your retail product packaging endure thousands of miles of travel over harsh terrain in stifling heat or blistering cold? Will the product have to endure severe changes in temperature before it reaches store shelves? If your product is being distributed all over the United States or even internationally, the packaging must withstand all climates and altitudes. The packaging material is the literal and figurative barrier between product loss and sales. ## What is my message? The type of material your product uses for [retail packaging](https://www.packagingheights.com/product-category/retail-boxes/ "retail packaging") is a part of your overarching brand statement. Any disconnect between the type of material you use for your packaging and your brand identity will lead customers to believe that your entire brand mission statement could be a big, fat lie. If your [brand prides itself on being folksy and local](https://www.smashbrand.com/articles/packaging-design-for-natural-products/), you probably want to source many, if not all, of your materials from local distributors. If your brand prides itself on being eco-friendly, vegetarian/vegan friendly, gluten-intolerant friendly and all-around swell, your packaging can’t harm the environment one iota. This means that if harmful petrochemicals leach from the plastics into local rivers and streams during manufacture, it will become a PR nightmare for your brand. The retail food market is beyond competitive — frighteningly so. The biggest deciding factor for whether your food product moves off of store shelves and into the hands of the consumer is the retail product packaging. The firm you choose to [design product packaging](https://www.smashbrand.com/) for your brand and the material you choose could make or break the entire concept. No pressure, though. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development company](https://www.smashbrand.com/development/) for FMCG and CPG brands. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Design mistakes: Yes, I See Your Logo, I Just Don't Get It.](https://www.smashbrand.com/articles/yes-i-see-your-logo-i-just-dont-get-it/) **Published:** February 10, 2014 **Author:** Kevin Smith **Content:** When we introduce ourselves to new people, we generally do our best to greet them with a firm handshake, steady eye contact and a warm smile. When we’re shifty, loud, sweaty-palmed or lean in a little too close for comfort, the person we introduce ourselves may not get the very best impression of us, or may even sprint from the room. A logo is a consumer’s introduction to the brand. That introduction can be polished, confident and attractive, or aggressive, poorly planned, and wearing a hideous, ill-fitting suit. Don’t let your logo humiliate you or your brand. The following issues are fairly basic to logo design, but even the best designers occasionally make these mistakes. Here are a few logo design issues you may want to avoid. ## Logo Doesn’t Match Brand Identity How about a nice, big, bold molecular structure design for your brand of Edwardian-inspired infant wear? If you’ve cultivated your brand identity specifically, you need your logo to act as an efficient delivery system. What was the point of all that work if your logo conveyed a completely different message from what your brand stands for? This typically occurs when a designer designs for himself and not the client. It doesn’t matter how well a logo is designed or how aesthetically pleasing it is, independent of the product and brand — if it doesn’t tell you anything about the brand itself, it’s useless. ## Logo Isn’t Unique Your logo shouldn’t remind the consumer of some other brand. Firstly, because you clearly don’t want to distract potential customers from the individual merits of your product. Secondly, the brand that uses a similar badge might not have the reputation you want associated with your organization. What if the logo design scheme for your Catholic Relief Coalition reminded everyone of Planned Parenthood? No tool could possibly measure the level of outrage. Using stock images or photography can be fatal (especially when copyright laws are misinterpreted). If a stock image is floating around for the world to see and use, who’s to say that it hasn’t been used for some other logo before? ## Logo Is Overly Complicated Elaborate or intricate graphics can result in a blurry and unmemorable logo. The more tiny details the viewer has to process, the less likely those details are to have any impact. Except, of course, to make your product and brand look amateurish. Recognizability is essential to successful logo design, and if your logo is too busy or convoluted to stick in the viewer’s mind, it’s a fail. Don’t feel too bad, though – even [Apple originally made the same mistake](http://cdn.cnwimg.com/wp-content/uploads/2013/06/apple-logo.png). ## Logo Relies on Trends Even though it is dangerous to ignore popular tastes completely, doggedly following trends will make your logo design seem clichéd. Just because the youngsters think a certain swoosh or color scheme is hip and cool doesn’t mean it’s a good idea for your logo. Trends have the unfortunate tendency to look very dated very, very quickly. ## Logo Is Randomly Constructed [An elegantly designed logo](https://www.smashbrand.com/articles/why-packaging-designers-cant-forget-about-logos/) speaks highly of the product and the brand. When a design looks haphazard, the company image suffers, in much the same way that a person’s professional appearance can suffer from an overabundance of facial tattoos. We have all heard of designers whose best-known concepts were purely accidental. The [Quiksilver tee shirt and hoodie logo](https://www.logodesignlove.com/images/contentious/quiksilver-logo-hoody.jpg) was just such a design — two fonts crammed together in an ungraceful manner that turned out to be the most recognizable of all of the many Quiksilver brand logos. But even though this chap might have fallen onto a marketable design concept, cramming together design elements almost randomly rarely yields anything usable. It’s like trying to achieve financial stability solely by playing Powerball. Logo design is a complex business. Yes, some brands accidentally stumble upon a fantastic logo. Still, the rest of the unskilled corporate world that attempts homemade logo design is in danger of coping with a “MegaFlicks” situation. These problems of the “MegaFlicks” logo were many; some customers were deeply insulted, others merely felt lied to. They pretty much failed across the board. Why didn’t they hire someone who knows what he or she was doing in logo design? Who cares, since we all now get a good laugh about it. ## **Data-Driven Brand Development** Want a best-selling brand and a [packaging that smashes at retail](https://www.smashbrand.com/)? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Why Your Packaging Shouldn't Be Lost in Translation.](https://www.smashbrand.com/articles/why-your-packaging-shouldnt-be-lost-in-translation/) **Published:** May 31, 2013 **Author:** Kevin Smith **Content:** Remember the movie “Lost in Translation,” where Bill Murray wandered around Tokyo for what felt like roughly five years? The trailers for that film promised a kind of May-December romantic comedy, and what moviegoers actually got was introspection nearly to the point of colonoscopy. You don’t want your package design to make the same mistake. Whatever your product is, whether it’s a sports drink or Scarlett Johansson, your package needs to define its contents accurately and clearly, otherwise your product – and by extension, your business – risks earning the reputation of valuing flash over substance. Your customers may never trust you again. ## Promises, Promises Suppose your packaging promises something spectacular, something so wonderful that the human mind can scarce conceive how life on this planet was possible before its existence. In that case, that’s what needs to be inside. Since your product will, in all likelihood, completely fail to meet such spectacular expectations (unless your product is an Apple device of some kind, in which case your customer base will worship you no matter what), you might as well find another angle. Yet, we’ve all seen this, and been burned by it – especially regarding food packaging. We’ve all been enticed by pictures of gloriously delicious-looking bowls of cereal, loaded with nuts, granola, fruit and clusters of indeterminate candy-like confections, and been greeted with a big box of flakes with maybe two sorry-looking raisins. Why, oh why must companies continue to do this? Don’t they know how this cuts us to the very core, and how much time we’ve wasted sweeping up cereal that we’ve hurled violently across the room in disgust? If your product is not the best-looking specimen in the world, you might want to (1) work on the aesthetic components of the product itself, and (2) use a picture of something other than a representation of the product on your package. A million package design and labeling variants aren’t deceitful and are, in many cases, quite intriguing. We’ve previously explored it, so you go ahead and commit it to memory. ## Don’t Be a Tease Customers really hate feeling as though they’ve been manipulated. Certain packaging promises and advertising campaigns leave the customer hanging in terms of the product’s capabilities and functions, as well as the complexity of use. If your home furnishing package promises “some assembly required” and the box contains, essentially, shelving molecules, don’t be surprised to discover your customer support voicemail box full of anger. Your packaging should prepare the customer for what he or she will find. While no one exactly likes spending hours and hours assembling an entire 6′ x 8′ entertainment center, if the customer is at least somewhat prepared, you’ll spare yourself a lot of grief. ## Spark Curiosity without Being Completely Vague Do you know how we just told you to be absolutely clear about what your product is and isn’t? That is true, but you don’t have to turn your package into a legal document, either. You obviously want your customers to know what you’re selling, just like you want them to be aware of all the marvelous features, but you don’t necessarily need to list them all in detail on the package. If you have a great product, customers will discover numerous ways to make it useful in their daily lives (trust us; there’s a smallish cult that has learned how to turn toilet paper into wedding gowns. We’re not making this up). Much like movie trailers, packaging can be an effective preview of what’s to come. So, what have we learned today? We learned that “Lost in Translation” was a ponderous waste of time (forgive us, Mr. Murray). We learned that [designing product packaging](https://www.smashbrand.com/) that promises features and fails to deliver is a crime worse than car theft, in our opinion. Most importantly, we just remembered that we have a big pile of shelving parts in our garage that we still need to assemble. Damn you, Ikea! ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Why Good Packaging Design is Not Cheap.](https://www.smashbrand.com/articles/why-good-packaging-design-is-not-cheap/) **Published:** January 25, 2013 **Author:** Kevin Smith **Content:** **Good Packaging Design** Cheap gets you average, and average is not awesome. Far too many people think they shouldn’t have to pay good money for a good design. After all, a logo is so small and simple. Surely it can’t be that complicated to make, right? Wrong. And if you think packaging is only as important as its size, then you’ve got a lot of catching up to do. There are three main reasons why packaging design isn’t cheap, and about a million reasons more why you shouldn’t want cheap designs in the first place, but that’s another story. ## 1. Artists Work Hard For some reason, artists have gotten the shaft for years. It was true when they scratched on cave walls, true when they painted in oils, and it’s still true now that they wrangle Photoshop. Why the outside world continues thinking that artists should be underpaid for doing something only a fraction of people can do well is one of the great mysteries of mankind. Here’s the short list of things your designer has to accomplish with your package design: - Catch the customers’ attention - Stand out from the competition - Sell your product - Create brand loyalty - Create an image that the public associates with your company And all of this in approximately six seconds. Oh, plus, that design has to function in either color or black and white, at billboard-size or the size of a quarter, and has to work on every type of packaging you produce, whether box, bottle or letterhead. Still think being an artist is an easy gig? Maybe you should [go start a contest instead](https://www.smashbrand.com/articles/dont-be-like-jimmy-dont-crowdsource-designs/). ## 2. Icebergs Are Bigger Below Most of the hard work your designer puts into your package design happens behind the scenes; all you see is the first concept poking its nose out of the water. You probably have no idea how much foundation has to be laid before the designing even takes place. That’s okay, though; we’re here to give you the pillars of [pack design that increases purchase intent.](http://www.smashbrand.com) **Research:** Every design begins not with putting pen to paper (or fingers to keyboard, as the case may be) as you might expect. Instead, the design process starts with research. Researching the industry as a whole, researching both your company and your major competitors, and also researching your target market. Hours of research. **Process:** The design process is fun but messy, because artists’ brains are all creative and confusing to the outside world. After conducting all their research, they’ll have to sketch a little. Then they’ll take a break and come back and change it all. Then they’ll come up with a new concept. Then they’ll go back to the drawing board. This may continue indefinitely until there’s the AHA moment that leads to a viable design. Oh, and they have to do all this by your deadline. **Presentation:** Finally, designers have to display the fruits of their labor. This may be a single, perfect package concept or (more likely) a selection of a few that the client can choose from. They’ll need to explain and maybe defend their design choices, listen to client feedback and adjust as necessary. Or, they may have to start all over again from scratch. ## 3. Your Design Reflects Your Company The bottom line is this: you’re choosing a design that bears the full weight of representing your company on its little vector shoulders. Unless your company is focused on a chintzy bargain-basement theme, you don’t want a cheap-looking logo or packaging. Like I said before, cheap is average. Today’s consumer does not want average. Take a minute to think about shopping. When you’re at the store, do you reach for the cheap-looking box? Do you think the contents are reliable? Trustworthy? Tasty? Or do you want the eye-catching, slick-looking, brightly colored modern creation on the next shelf over? Yeah, that’s the one we’d pick, too. ## Cough It Up There are plenty of places you can cut corners, but design packaging should never be one of them. This should be a foundation in your product development cycle. Your packaging, which represents your brand story and your vision, often delivers the very first impression of your company to the outside world. And, as such, it should definitely impress when it’s looked at. Don’t judge a design’s price on its size. That little design is going to blaze a trail for you into the big, bad retail battlefield. The more time and effort you put into that foundation, the more likely it is that your design will do the job you need it to: entice customers to buy everything you’re selling. I like to call it the last 10 seconds of your marketing. ## Data-Driven Brand Development Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [When Stupid Practical Things Get in the Way of Your Perfect Design](https://www.smashbrand.com/articles/when-stupid-practical-things-get-in-the-way-of-your-perfect-design/) **Published:** August 1, 2014 **Author:** Kevin Smith **Content:** Ah, practicality: the most dreaded word a creative-type can hear. It always rears its ugly head and interrupts the most ingenious and aesthetically brilliant packaging designs, demanding that, in the end, the thing still has to work. The good news is that for creatives who work at, let’s say, a packaging design company, an appreciation for practicality is a prerequisite for employment. Especially in the drink design market, practicality is crucial. A beautifully designed drink package that doesn’t successfully deliver liquid to the mouth is worthless. The best hope is that it might one day end up in the Louvre of Artistic Futility. In drink design, a packaging design company has to walk the fine, fine line of form and function – and that’s where the magic happens. The idea that form follows function is one of modern industrial design’s most essential design mantras. While the saying is true for architecture, it’s equally applicable to drink design and any packaging design that requires the package to be an essential part of using or consuming the product. Here’s the basic premise: the shape of an object (its form) should be essentially (not always entirely) based on its intended function. ## Consider the Juice Box Consider [juice box packaging](https://www.smashbrand.com/articles/juice-box-design/), the most familiar and beloved of all modern drink design concepts. Yes, the lowly staple of playgrounds of yore is still one of the most widely-used and enduring packaging design concepts in the food and beverage sector. The packaging design company that originally created this ingenious little high-fructose corn syrup delivery system should be lauded for creating a design that teeters proudly at the apex of form + function. The container is lightweight and compact, yet it holds a perfect (child-sized) portion of sugary water with negligible nutritional value. It’s relatively spill-proof, resistant to sploshage except in the most ham-fisted of chubby juvenile hands. The packaging design company created an attached delivery system — the custom-sized shrunken bendy straw — that is sealed against contamination in a clear plastic wrapper and firmly glued to the side of the carton, easily released with a gentle tug. Marvel at the small straw hole, lovingly sealed with an easy-release foil cover that punctures neatly with the slanted bottom of the attached straw. It’s enough to make any packaging design company bow down in respect and worship at the altar of that drink design deity, the juice box: an all-in-one hydration delivery system that covers every single possible base. Damn, they’re good. ## Form Following Function Ultimately, in drink design and in any other sector, excellent packaging design isn’t just about curb appeal. It’s got to engender customer satisfaction by serving its purpose elegantly and without spilling a drop. At the end of the day, a packaging design company must create a drink design that delivers on the promises of diverting the drink to its final destination. Does it need to be hot? Is this beverage, like revenge, best served cold? All of these functional considerations must be brought into play in order to create the perfect final product. What say you to these dumbbell-shaped sports drink bottles? They’re walking a [fine, fine line](https://www.smashbrand.com/articles/wheres-the-line-between-creative-and-kitschy/) between tongue-in-cheek and just plain cheeky. In fact, we think they cross the line and end up on the wrong side of silly. It feels too deliberate; the drink design is hitting us over the head with its intended purpose. Also, it looks unwieldy and unbalanced and is even strangely phallic. It rubs us the wrong way. Oh, and have you ever heard of this product? Our case: we rest it. Now consider the gold standard in creative, practical drink design. The vintage apple-shaped glass bottle of Martinelli’s Apple Juice. The message is clear: the product is as pure and natural as an apple. It’s even the same size, perfect for a small refresher for an adult or a satisfying child-size treat. It even has that crisp (like an apple!) popping metal top that releases a little gasp when it’s twisted. We can almost taste the fall-themed refreshment. ## Drink Design Do’s and Don’ts So it’s clear, a little creativity is delightful when creating practical and aesthetically pleasing drink design. Allow form to follow function and don’t forget that in the end, customer satisfaction is as important as your creative leanings. Consider the juice box and aim to find a [packaging design professionals](https://www.smashbrand.com/) who will aspire to such lofty heights when collaborating with you on drink design to delight the creative mind and the taste buds in equal shares. **Categories:** Design --- ### [What You Can Learn About Branding from Beavers.](https://www.smashbrand.com/articles/what-you-can-learn-about-branding-from-beavers/) **Published:** March 20, 2013 **Author:** Kevin Smith **Content:** We don’t typically think of university sports teams as being a brand, exactly, but that’s what they are. College football teams are hefty revenue sources for schools, and to keep those cash-cows delivering rich, nutritious, milky profits, colleges and universities have to keep their brands fresh and relevant. Considering this, Oregon State University worked with Nike to redesign their logo and develop a whole, across-the-board [rebrand](https://www.smashbrand.com/articles/rebranding/). Slick. Nike actually worked with another popular Oregon school team – the University of Oregon’s Ducks – in order to boost their profile, and succeeded spectacularly. Interestingly, the Oregon Ducks are the bitter rivals of the Oregon Beavers (as they are in nature, we suspect). Conflict of interest? Who cares! Aside from the wisdom of having a billion-dollar global corporation generously take charge of your branding efforts for free, what can we learn from all of this? ## **Keep Your Logo Simple** Apparently, the complexity of the design and color composition of the previous Beaver head badges was extremely difficult to replicate on different mediums. The beaver heads never looked consistent on the different pieces of merchandise, making it difficult for the public to embrace or even remember the logo. When designing a brand logo, make sure that it can be reproduced with ease. The color gallery for digital mediums is limited, but there are still great options available. Remember, you don’t have to come up with the world’s most unusual color in order for your logo design to be effective, and there can be a [distinct advantage to choosing one color scheme over another when it comes to printing](https://www.smashbrand.com/articles/how-color-combinations-impact-your-logo/). Likewise, you don’t have to create a logo design that the eye can barely comprehend in order to stand out from the crowd. Look at Nike’s logo, for heaven’s sake. It’s a swoosh; a kind of bastard offspring from a check mark and a cursive U. Simple, yes. Iconic, definitely. ## **Individuate Your Identity** The previous Oregon State logo was the interlocking of an orange O and an S. Clean and simple, for sure, but unfortunately, it was consistently confused with Oklahoma State University’s iconography, which is also orange, and features an O and an S. Make sure you do your research on the branding of your competition. Great minds do think alike, but greater minds have the foresight to check and see if someone has come up with almost the exact same logo as you. ## **Involve a Professional Third Party** Oregon State University can be forgiven for not having a team of marketing sharks at its disposal up till now, but it is nonetheless a good idea to have an outside opinion of what works and what doesn’t. So, go out and hire Nike to take care of it all for you. Mission accomplished! Just kidding; Nike might be a little to expensive! But don’t despair; many great design firms can offer you their brilliant consultation and design services (ahem). Don’t be afraid to use the many marketing and branding resources. It may seem as though using your artistically gifted cousin for your logo, print and Web design might save you money, but if you want to compete with the big boys, you’ll want to bring in a design firm that knows what he/she is doing. Moreover, using a novice in visual marketing could leave you open to problems you might never have dreamed of. What if your cousin uses a similar logo for his blog about his love of degenerate Furry Fandom? So, what have we learned today? We learned that if you wait long enough, Nike will come and rescue you from marketing obscurity (it’ll be a looooong wait, though). Keeping logo and icon design unique and straightforward is always best. We learned that Oregon is ablaze with the constant, violent warfare of vicious beavers and ducks. Lastly, we learned that saying “beaver” has made you extremely uncomfortable. Beaver! Ha! Go take a shower. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your new [product packaging design that wins at shelf.](https://www.smashbrand.com/) **Categories:** Design --- ### [What to Ask Your Packaging Design Company.](https://www.smashbrand.com/articles/what-to-ask-your-packaging-design-company/) **Published:** October 15, 2013 **Author:** Kevin Smith **Content:** **Client:** I need a new package designed! **Package Designer:** I design amazing packaging! **Client:** Sold! \[Client and designer skip off into the sunset, hand-in-hand\] Oh, if only it were this easy. Let’s talk about what you should ask packaging design companies before hiring them. Suppose you want the best packaging for your buck. In that case, you’ll have to ask your potential packaging design company the right questions in advance so that there is as little confusion as possible once the project is underway (granted, there will always be some unforeseeable, but if you’ve clarified most of the major concerns, then you’ll be better able to navigate the surprises once they occur). Obviously, you’ll want to discuss the project’s scope and determine the pay structure in advance, as well as the time frame and the methods both client and contractor use to work in the most productive manner possible. Once you’ve graduated from the preliminaries and listened to the designer deliver his 10 commandments of product packaging, it’s time to hit him with the big questions. Does he answer each question intelligently, or squirm, take nervous sips of coffee and run from the room in terror? It’ll be exciting either way! Let’s begin! ## **What other projects have you completed that were similar to mine?** Ideally, you’ll hire a packaging design company with loads and loads of experience with your product and your market. This designer will be aware of relevant packaging trends, industry innovations, market stats, costs, distribution issues and other innumerable potential hiccups and project setbacks. Of course, suppose the potential designer has little (or zero) experience with your product. In that case, you need to use your super psychic powers to see if the designer understands the fact that there will be unfamiliar areas with which he is therefore willing to do the necessary work and research to deliver a sound concept. The wrong designer is the designer who consistently underestimates the difficulty of a task or cannot admit that he doesn’t know something. Someone who covers up his lack of expertise is someone you don’t want anywhere near your project. ## **What is the full scope of your services?** Will you need to [design new product packaging](https://www.smashbrand.com/), or are you looking to [rebrand](https://www.smashbrand.com/articles/rebranding/ "rebrand")? Will the company offer consultation services? Testing services? Foot massage? ## **How has your work for other clients translated into higher sales?** This should be an easy one to answer coherently. When a design firm’s work has succeeded in raising the sales or profile of a product, the designers won’t hesitate to tell you, and they may never stop telling you unless they’re muzzled. If the packaging design company rep can’t give you an answer you can actually understand, that will generally mean that their work has failed to generate anything. ## **I spoke to \[name of former client\], who said \[outraged/blissfully happy client comment here\]. How do you respond?** This requires a bit of research. You’ll want to see online public sentiment before committing to an interview with a potential packaging design company, but you’ll also have to pick up the phone and talk to former clients to get the real juice. Interviewing former clients not only gives you an idea of the packaging design company’s capabilities, work ethic and attitudes through first-person accounts of their experience, but might also give you insight into whether those experiences accurately reflect the situation. Suppose a packaging design company received a hideous review on Yelp or a similar review site. If you speak to a former embittered client, you might discover that the client was wholly unreasonable, crooked, or even downright insane. However, focusing on strategies to [**get Yelp reviews**](https://thesmmexpert.com/service/buy-yelp-reviews/) from satisfied customers can help counterbalance negative feedback, improving your online reputation and showcasing positive experiences. How the packaging designer responds emotionally to this question is just as important as what the client actually says. Is he/she genuinely surprised by negative feedback, or is he/she able to reasonably and logically recount the events of the project? Is the designer full of blame or diplomatic about the experience? What did he/she learn? Did a restraining order need to be issued? **How do you see \[your product\] packaging evolving in the next 10 or so years?** The designer should be bursting with ideas and theories about new technologies and how your product will soon be delivered to the customer via hovercraft. Okay, so the designer doesn’t necessarily have to envision a Jetsons-like future to be well-researched and intelligent. Still, industry knowledge is what you’re looking for with this answer, as well as creativity, ambition and a sincere curiosity about and love for design. And there’s your initial list with which to work. Play with these questions and develop some of your own that really hone in on your needs. By doing some upfront work like this; you’ll have a much more rewarding experience once you choose your designer. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development firm](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [What Makes Some Packaging Designers Stand Out.](https://www.smashbrand.com/articles/what-makes-some-packaging-designers-stand-out/) **Published:** November 3, 2013 **Author:** Kevin Smith **Content:** So what makes one [packaging designer](https://www.smashbrand.com/packaging-design-concepts/) stand out over another one? Good question: some stand out because of their glorious pectoral muscles, radiant skin, and impeccable wardrobe… Wait, sorry.. that’s just us. \[Oh, snap!\] For the rest of the crowd, they can design packaging that protects the product, elevates the product’s sales, uses as few materials as possible, and wins prestigious package design awards. Of course, to potential clients, the most important quality a packaging designer can have is the talent for making that client’s money. In order to make that client’s money, the package you design has to have several distinct qualities. ## Shelf Appeal If you’re competing with a juggernaut brand whose consumer base has displayed an almost unflagging loyalty for the past, say, half-century, your package has to be made distinct to disturb the typical customer’s ingrained 30-second grocery/drugstore shelf scanning process. Unique color combinations, bold and unusual typography, and an eye-pleasing yet distinct shape are three tools packaging designers use to enhance a product’s charm factor. Studying competitive products is essential. Remember, shelf distinction doesn’t necessarily mean visually loud; if your competitors all use a heavy design hand in graphics and package features, a clean and simple package design will stand apart easily. Don’t forget, the stores that will stock your product aren’t entirely infallible regarding product displays. If you have a frozen food item, the freezer case might likely frost over, making the contents difficult to see. Crucial label details could be obscured if the retailer tends to hang discount tags off the shelves rather than sliding them in the shelf ridge. The stellar package designer will consider those things in the concept phase. One technique we particularly like for product distinction is using typography that can be read without necessarily picking up the product first. Products that can’t be identified during a cursory shelf glance are products that are going to be largely ignored. ## User Appeal What can a package designer do to enhance user experience? Make [data-backed packaging decisions](http://www.smashbrand.com)! Depending upon what is known as the “purchase driver,” the brand has quite a few options. If convenience is one of the main drivers for your food item, you might want to think about a design that allows the buyer to use the item in several ways and in different environments. For example, if your product is a shampoo targeted towards athletes, think about a design that would make it easier for the customer to carry the product in a gym bag, use it in a gym shower, or defend themselves in a gym riot. Heinz recently unveiled a condiment packet that allows the user to either squeeze the ketchup from the container or remove the film so the user can dip whatever foods he/she likes into the ketchup. It was a relatively small adjustment, but it delivers a noticeable user appeal. ## Material Economy Regarding packaging materials, [less is more](https://www.smashbrand.com/articles/product-packaging-glass-vs-plastic/) – from both a cost standpoint and an environmental standpoint. The cost of production will factor into the cost of the product. Unless the extra packaging provides a distinct user advantage (i.e., the package becomes a part of the product itself), the flashiness of the packaging might only hurt sales. Excessive packaging also leaves a bad taste in many consumers’ mouths. If the product is marketed toward people interested in personal and ecological health, a surplus of packaging might offend the people you are trying to entice. So, what have we learned today? We learned that effective packaging designers have an almost supernatural ability to hypnotize the shopper away from trusted brands in 30 seconds or less. We learned that Heinz dip and squeeze containers were a stroke of genius. Most importantly, we learned that supermarkets must be watched and studied, lest they body-slam a perfectly good package design merely by stocking it. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Three Things Your Food Labels Absolutely Need.](https://www.smashbrand.com/articles/three-things-your-food-labels-absolutely-need/) **Published:** April 8, 2013 **Author:** Kevin Smith **Content:** While we don’t entirely trust food products that come with elaborate sets of instructions, certain guidelines do exist with regard to creating food product labels that can close a sale. For example: was the food product manufactured at or near a peanut, milk or shellfish processing plant? What are the nutritional components of this food product? Does the food product promise a “flavor burst?” If not, why? There are many labeling options with regard to food products, as well. Suppose you happen to be manufacturing a food product that is not only a stand-alone item but can also be used as an ingredient for other applications. In that case, you might want to include a recipe or series of recipes. If your product uses primarily organic ingredients, you could choose to highlight that fact even if the non-organic components have enough petrochemicals to power a diesel engine (we leave it to you to wrestle with the moral and ethical ramifications of your labeling decisions). With all of the decisions you’ll have to make regarding you food product and its packaging, it’s important to keep the labeling as [simple and effective as possible](https://www.smashbrand.com/articles/k-i-s-s-web-design-why-simple-choices-are-better/). With decades of experience [designing effective packaging](http://www.smashbrand.com) for food brands, we’ve culled the herd of labeling decisions down to a precious three, which we firmly hope and believe will launch your tasty food item into the stratosphere of consumer affection. Are you ready to hear them? Of course you are. ## **Show the Item/Ingredients** It doesn’t pay to be cryptic with food labeling; people want to know what they eat. If your product is a snack food of some kind, perhaps you should consider using a clear wrapper so the consumer can see the product inside. Or, if you anticipate some breakage or minor irregularities in your product, have a photograph or an artist’s rendering of the ideal version of your food. Some food items aren’t inherently visually appealing (tomato paste springs to mind). In such cases, many manufacturers choose to have ingredient representations on the label instead of the product itself. A juicy, [vine-ripened](http://www.professionalsecrets.com/en/ps/ps-university/chef-de-partie-vegetables/tomatoes/tomato-guide/tomatoes-br/) tomato surrounded by basil sprigs instead of the concentrated pureed paste product is common. ## **Particular Consumer Appeal** Gogurt is, quite simply, a repulsive idea to anyone over the age of 8. This is why Gogurt labeling is designed exclusively for the purpose of appealing to children, with a smattering of nutritional benefits for the edification and encouragement of the parents. It isn’t only important what the label says; it can also be the font. Although gender-based marketing is becoming repulsive to many consumers (iPad “Femme,” anyone?), there are obviously some products that tend to skew towards specific genders. We don’t want to perpetuate stereotypes, but beef jerky and beer tend to be purchased in greater quantities by men, while frozen yogurt and fruit-flavored sparkling wines are bought largely by women. If you want to specify to whom your food product should speak, cursive fonts tend to appeal to women (well, there are women who don’t find them appealing, but it will be clear that the product is marketed towards women and not, say, longshoremen). Big, bold, block lettering appeals to men. Art Deco fonts appeal to hipsters. Braille appeals to the blind. The more specific you are with regard to whom your food label is meant to attract, the more likely it is that your product will become indispensable in certain communities. ## **Label Distinction** Know your competition. You don’t have to get all Cosa Nostra or anything, but you really should know the color schemes and design habits your competitors use in order to differentiate yourself better. Do you know how, when you walk down a snack foods aisle, after you take in the white noise of all of the various products that seem to blend into one another, your eye is caught by that one item that is so utterly and completely different? Most of the time, that’s what you want as a food product manufacturer. Unless, of course, the packaging is so utterly offensive that it causes you to rip the product off the shelves and immediately complain to the store management. But we’re talking about cute things, like packages of chips in containers shaped like Chinese take-out boxes; not abominations like the “Frito Bandito.” So what’s the big takeaway? We learned that full disclosure and simplicity are the keys to good food package labeling. We learned that women mainly buy fruit-flavored sparkling wines, but men will drink them if they think no one’s looking. Most importantly, we learned that there is a great deal of flexibility with regard to making “organic” claims on food labels. Shhh … you didn’t hear that from us. ## Data-Driven Brand Development Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [The Seven Cardinal Sins of Package Design.](https://www.smashbrand.com/articles/the-seven-cardinal-sins-of-package-design/) **Published:** December 23, 2013 **Author:** Kevin Smith **Content:** It’s no secret that many industries don’t exactly steer their ships according to the moral compass. Perhaps those experimenting on animals, polluting the environment, or employing child labor come to mind. While we in the product design and branding field stay away from these unquestionably despicable practices, we don’t all have untarnished halos. Package designers are fallible too; even the new, way cooler Pope would concur. And while we generally stick to the venial sins for which we can atone with a couple Hail Marys and an extra fiver in the collection plate, we’ve also been known to commit the occasional big kahuna of wickedness. Let’s look at the seven cardinal sins of package design. ## Packaging Design Sin #1: Pride Did you know that pride is generally considered the original cardinal sin and the source of all the others? For package designers, pride is unforgivable when it lets you rest on your laurels. In the ever-changing field of package design, it’s definitely a cardinal sin to think it’s not your responsibility to stay up on the latest trends and developments in the industry. You don’t want to see your clients’ products staying on retailers’ shelves while watching better-packaged goods making their way to the checkout. It’s your charge to stay up on the latest advances. If you don’t, it will take more than a Hail Mary to save your bottom line. ## Packaging Design Sin #2: Lust While pride prevents you from acknowledging others’ worth because you’re so fixated on your superiority, lust may make you too engrossed in your competitors. Acknowledging another brand’s seriously sexy design is no sin; we’d be lying if we said [Apple’s packaging doesn’t sometimes give us the tingles](https://www.smashbrand.com/articles/lack-of-simplicity-is-costing-you-money/). But you can take it too far if you convince yourself that what works for a competitor is right for you. Smart design requires investing in what makes products unique. Acknowledge the accomplishments of others without lusting after someone else’s work, and your own designs will have the chance to shine. ## Packaging Design Sin #3: Sloth Oh man, this one’s a doozie. Sloth is laziness, plain and simple. It’s not only a deadly sin in the package design sphere; this is an equal opportunity offense. Lazy package designers recycle the same tired themes repeatedly, slowly amassing a pile of vaguely similar but oddly uninteresting products with no distinguishing features. Get your butt in gear and be bold with branding and design. Your clients – and your coffers – will thank you! ## Packaging Design Sin #4: Greed Hey, Ebenezer, let the other kids play with the Monopoly money! If you’re guilty of thinking that your firm can handle ALL THE CLIENTS, you’re wrong. The best package designers know that not every brand matches their skillsets well. You don’t have to have the maximum number of clients possible; that’s greedy and unwise. We think [excellent packaging design](http://www.smashbrand.com) is a partnership between the product or line and the packaging design firm. We’re discerning about the brands we develop because package design is not an exact science. We want to give all our clients our fullest attention so that the design process results in the most dynamic packaging possible. ## Packaging Design Sin #5: Envy When we see covet-worthy product packaging, it makes us want to sing the Hallelujah chorus. In a field crowded with awkward, overly complicated, or just plain ugly packaging, we’re happy to acknowledge the achievements of skilled package designers – even our competitors – when they hit a home run. Don’t hate the player, hate the fact that you didn’t come up with something better — and then go do it. We don’t let envy bring us down; we [eat it for breakfast, get motivated](https://thedieline.com/blog/2013/11/22/little-river-smokehouse-beef-buffalo-jerky.html), and come out swinging (but not like a bad Rocky knockoff, sorry “Grudge Match”). ## Packaging Design Sin #6: Gluttony Too much of a good thing is actually a bad thing if you haven’t guessed. Gluttonous designers of packaging are unfamiliar with the concept of simplicity. We design for the client and the public, not to tickle our own graphical fancy. So don’t over-design packaging to the detriment of the product. Or else, you may spend eternity gorging on humble pie. ## Packaging Design Sin #7: Pride The final cardinal sin of package design (that we’ll admit to) is actually committed not by the designers themselves but by frustrated consumers who become borderline homicidal when attempting to open overly complicated packaging. If you’ve created such a design, you’re an accessory to the sin of wrath. Excellence in design walks the line between beauty and functionality. Repeat offenders of overly complicated packaging design are doomed to an afterlife of opening clamshell packages with no scissors. No mercy. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development firm](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [The Importance of CPG Brand Recall.](https://www.smashbrand.com/articles/the-importance-of-cpg-brand-recall/) **Published:** January 20, 2022 **Author:** Michael Keplinger **Content:** Consumer product brands, big and small, understand the importance of grabbing consumers’ attention, but does that attention also lead to developing lasting brand recognition and brand recall? Most consumer products compete with endless competitors and rely on repeat purchases. Thus, it is critical that your CPG company purposefully create brand assets that ensure customers think of your product before, during, and after the transaction. Your customers need to recall your product and brand when making their shopping list, grabbing hold of the shopping cart, and traveling the aisles without being distracted by the competition. CPG companies shouldn’t let product sales be the only way to measure brand loyalty. Considering and testing for brand recall should be a part of[ the complete package design process](https://www.smashbrand.com/articles/the-packaging-design-to-print-complete-process/). It may very well be the differentiating factor that grows market share in a product category for your CPG brand. ## **What is Brand Recall?** Brand Recall is one of the four principal forms of brand awareness, where companies increase ongoing purchase intent by remaining at the top of the consumer’s mind. Specifically, products in consumer packaged goods prompt brand recall through unique and distinct package types, designs, and product messages. Even without retail experience, we all have witnessed brand recall. Have you ever been with a group of friends, and one brags about the product they use? You then ask what the product’s name is, and oddly, for their life, they cannot recall the name. Or, they remember the name but do not recall the brand that makes it. Both variations of this scenario are examples of why creating strong brand recall is important for the CPG industry. An effective package, design and product message builds recall in the subconscious and the conscious mind. *Recall makes it easier for a brand to do its job. The salience found in a product line will have a considerable impact on repeat purchases, expansion, and, ultimately, revenue.* A strong association with a product through brand recall creates unique patterns in the brain. While each person’s memory may seem to work similarly, we are all built with a[ similar operating system.](https://www.newscientist.com/article/2115093-our-brains-record-and-remember-things-in-exactly-the-same-way/) ## **CPG Marketing Strategy For Brand Recall** Whether CPG brands are looking to increase repeat purchases or looking to emerge with a new product, a brand recall strategy is an essential part of the marketing campaign. Most marketers understand this from an advertising perspective. They include psychological and behavioral recall strategies in print, television, and digital marketing, but they disregard the importance of the product in its live-on-shelf environment. Does certain music make you think of a product? Even if there isn’t a brand message attached to the music, your brain creates strong neuro-associations that, when presented with one association, triggers the other. How can you accomplish this same effect in retail with your consumer packaged goods brand? This expense can be costly if brand recall is approached from a strategic but subjective position. While many companies look to stand out, having your brand “pop” on the shelves is not enough. Brands not testing their packaging, design, and product message are rolling the dice on their products’ success. Instead of looking to “pop,” companies should analyze the category and patterns of other brands and then ask, “How do I BREAK those patterns and stand out”? Testing against the product’s distinct brand elements is the only way to create pattern interruption yet hold to the recall your brand currently owns. ## **Brand Recall in Package Design** When considering your product’s packaging, removing [subjectivity in the packaging design process](https://www.smashbrand.com/articles/subjectivity-in-the-packaging-design-process/) lets the consumer data (also known as the shopper) determine what packaging is most likely to lead to purchase. Before increasing your cost of goods with a unique package shape, color, or material, testing against other variations ensures that the increased cost delivers a worthwhile ROI. What is the common theme in your category? How can your package stand out in a way that increases the likelihood that consumers will grab your product from the shelf and give it a further look? Sometimes the package may have a new shape. Other times, it might have an innovative problem-solving feature. Nuton Brainfood is a good example. By solving the spill issue with MCT Oils, Nuton Brainfood increased both recall and product differentiation. ## **Brand Recall in Graphic Design** A label design can either increase or decrease your customers’ ability to recall your product later. For many brands, graphic elements are the first (and sometimes only) consideration in their packaging process. However, the importance is dependent on the product category. Emerging product categories and competitive landscapes heighten the importance of a product’s graphic elements so that it stands out on the shelf. The colors you choose for your brand have the largest impact but are also the hardest to own. New to-market or established brands can quickly adjust their packaging to match your design refresh. So an interesting and bold design alone is not enough. Ownable and unique visuals and messaging work together to create distinctiveness that leads to strong brand recall. This is why the SmashBrand methodology tests against package, design, and messaging in both an isolated and an interdependent way. This testing is performed in live, unadulterated environments with targeted consumers who give your brand objective data to decide. ## **Brand Recall in Product Messaging** Creating Stickiness in Package Design is more than just attractive graphic elements. The words that live on your product must resonate with the buyer beyond basic product awareness. The content on your packaging needs to change the consumer’s behavior past the point of the initial transaction. There are thousands of examples of brands that “assume” their product message differentiates them from the competition. Unfortunately, upon testing, assumptions tend to be inaccurate. Product messaging is the most ownable part of the [package design process](https://www.smashbrand.com/). You can grab market share from competitive brands if your message resonates in a new way with CPG consumers. Here is where your design becomes amplified. Stickiness occurs when packaging and graphic elements hold the customers’ attention long enough to read your product message. Your product has moved past the 3-seconds it takes to grab the customers’ attention and has reached the point where they are aware and considering your product. Communication is both verbal and nonverbal. The words on the package may only resonate if the layout is in a specific way, presented in the exact order to match the buyer’s journey. Most consumer products are low-involvement buying decisions. Your product has approximately three seconds to pitch to the consumer. The short and condensed decision time makes it all the more important to ensure that your messages are presented in the right order and are differentiated and memorable. ## Brand Recall For Line Extension How do you scale your brand into a new category SKUs without starting over from scratch? You cannot depend on the shopper to assume that because one product resonated, you remain the right choice for another category. *“Your peanut butter may go on their sandwich, but that doesn’t mean they will buy your jelly.”* Line extension into other product categories can positively or negatively impact your relationship with the retailer. The amount of shelf space your brand owns in a grocery store or other CPG aisles will depend on the initial success of your new product. Leveraging existing and memorable brand assets onto new products in different categories will greatly improve success with retailers and consumers alike. Testing for brand recall must be part of your[ package design strategy](https://www.smashbrand.com/strategy/) to ensure success. It is important at any distance, but the further your new product sits from your existing products, the more important brand recall is. Where peanut butter may sit next to jelly, your soup product may not sit near the crackers that taste great in the soup. ## **The Risk of Design Change On Brand Recall** The greatest risk to brand recall is losing the customer subconsciously by designing away from the brand elements that consumers have grown to associate with the brand. A brand must be thoughtful about the original aspects of a product. Based on your existing brand recall, there are certain elements of your packaging that we must carry forward to anything new we create. A [brand audit](https://www.smashbrand.com/articles/brand-audit/) where you determine your distinct brand assets, capture what matters, and score them will highlight the strength of these assets in a crowded marketplace. [Tropicana is one example](https://www.smashbrand.com/articles/3-examples-of-packaging-redesign-gone-horribly-wrong/) of a brand that learned this lesson the hard way, as their sales plummeted by over 20% solely based on a design change. The message here is don’t change unless there is a need to change. Following SmashBrand methodology answers the question, “What impact will a CPG packaging redesign have on a brand.” Investing in a data-driven process will either increase revenues or save you from revenue losses. Either way, it’s a win for your brand. ## **Packaging from Design to Print** Now you understand the importance of CPG brand recall, but how will you implement this into your package design process? If your brand is not testing and scoring to ensure your packaging creates a strong product recall through its [branding](https://www.smashbrand.com/articles/cpg-branding/) and packaging design, you may miss out on growth potential or lose market share. SmashBrand is a packaging design company that uses data science frameworks and proprietary testing methods that increase the performance of your product’s shelf performance. More than theory, our testing methodology employs proven scientific methods to measure and score packaging for brand awareness and recall. Book a time to discuss your project with our team. **Categories:** Strategy --- ### [Successful Packaging Design Isnt a Commodity](https://www.smashbrand.com/articles/successful-packaging-design-isnt-a-commodity/) **Published:** October 23, 2014 **Author:** Kevin Smith **Content:** Does your packaging design company get all excited at the thought of quantitative research? Will your design team spend hours deciphering hundreds of pages of statistical data? Do your designers deeply love graphs? If the answer is no, you might want to rethink your packaging design associates. Consumer appeal isn’t accidental; a huge amount of detailed study is involved in determining which marketing strategies will succeed and which will likely fail. Beautiful and trendy design alone doesn’t always work — as much as it pains us to admit it. Sadly, the general population sometimes just doesn’t embrace good taste, as the blitz popularity of “Gangnam Style” will tell you. [Winning packaging design](https://www.smashbrand.com/) is far more than the mere conceptualization of packaging structures and eye-pleasing graphic designs; it involves vigorous and in-depth market analysis. After all, you want your package to sell your product, and if the factors that contribute to consumer appeal remain a mystery, your product will remain on store shelves indefinitely, no matter how great it is or how beautifully designed the package. What is involved in packaging design research, anyway? How does a company — particularly a new company — determine what will or will not speak to the largest number of customers? Here are a few of the crucial tactics involved in demystifying consumer buying habits. ## Demographic Isolation Where is your product sold, and what retailers carry it? Furthermore, what sort of customers typically shop at the retail outlets that carry your products? What other products are popular with your demographic, and what do their brand identities communicate? Even if you want your products to be the darling of prestige retailers, if the fact is that it is more likely to be sold at 7-Eleven than Bristol Farms, you have to encourage the 7-Eleven demographic to reach for it, and their needs and desires are very different from the locally sourced, sustainable and organic crowd. ## Ethnography What are the cultural influencers that dictate the buying habits of your target demographic? Are they more likely to scrutinize the package label, or do they grab whatever is the cheapest? Which products are the most popular amongst this particular subgroup, and why? ## In Depth, One-on-one Interviews Interviewing individual customers about their buying habits can yield mountains of useful information — perhaps more so than design focus groups. During individual interviews, customers aren’t influenced by the sentiment of the group, and they are given the opportunity to delineate their particular habits freely and in great detail. When consumers feel as though they are an integral part of the design process, they can engage quite enthusiastically with the brand. Customers like to feel as though their concerns and desires are being heard, and this can go far in developing your brand identity. ## Focus Groups Design focus groups are especially good for established brands, since they are more likely to be familiar with their brand identity, and will therefore deliver relevant information about their experiences with that brand’s products. However, one does have to be careful about focus groups, because an unfortunate reality of focus groups is group-think; if one or two members of the group exhibit particularly strong opinions, then that can affect the responses of the rest, and these responses might not reflect their actual habits. Moreover, some members of focus groups are just in it for the money or whatever other incentives that led them to the room. Imagine! It is hugely important to have an experienced and knowledgeable moderator for focus groups in order to glean the most accurate results. Focus groups are especially helpful at the last stages of packaging development, when the strategies are ready to be put into practice. When you’re unveiling a new product or reconfiguring the packaging strategy for an existing product, you have know your consumer desires backwards and forwards if you want your results to sing. The proper packaging design research strategies could make the difference between a pretty package and a package that sells. **Categories:** Design --- ### [Soras Message to You - Package Well and Prosper.](https://www.smashbrand.com/articles/soras-message-to-you-package-well-and-prosper/) **Published:** April 22, 2013 **Author:** Kevin Smith **Content:** When we think about Sweden, we tend to think about meatballs, Ingmar Bergman and abnormally high suicide rates. However, regardless of consistently perpetuated myths (we mean the suicide rate; Ingmar Bergman and meatballs were actually real phenomena, as far as we can tell), we legitimately have Sweden to thank for Anders Soras, who predicted the need for minimal, environmentally responsible packaging design in an era when the consumer’s love for bubble wrap and foam peanuts literally had no bounds. Take it from a leader in [CPG packaging design](http://www.smashbrand.com), effective packaging must not only incorporate [aesthetically pleasing design and sufficient merchandise protection into the final product](https://www.smashbrand.com/articles/designing-the-perfect-package-no-not-36-24-36/), it should also use only as few materials as absolutely necessary to minimize environmental impact once the package is discarded. It is estimated that approximately 40 percent of all of the waste tossed out of American households is packaging of some sort – from take-out food containers to the cellophane and cardboard protecting individually wrapped designer grapes. Food companies and processed food manufacturers are the worst culprits of over-packaging. An item isn’t officially a “snack” unless it comes in small serving packages. Produce doesn’t seem “fresh” unless it is individually shrink-wrapped. The “flavor burst” simply isn’t as potent unless we can unwrap multiple layers of wrapping; each layer delineating the promise of extreme palate euphoria. Not only does wasteful packaging have disastrous environmental consequences, it annoys the consumer. It is estimated that the percentage of American consumers who feel a responsibility for recycling product packaging is diminishing, and we can only speculate that it is due to manufacturers’ insistence upon using surplus materials for their products. The fact that a high percentage of consumers will grudgingly sort and recycle their packaging waste should not be an invitation to design your product in layer after layer of cool but useless packaging. However, the packaging paradigm isn’t as simple as less is more. Hence, we have: ## **The Innventia AB Model** The Innventia AB model (also known as the Sörås curve) is a metric that determines the optimum balance between product protection and environmental consequence. While one may think that reducing packaging material across the board would be a good thing for the environment, the environmental impact of product losses due to damage in transit would have a largely negative environmental result, since it would be the wasted product clogging landfills, not just the packaging. Moreover, whatever money that was saved in reduced packaging would be lost in damaged product. So, what can we do to ensure maximum protection and minimum ecological damage? Well, the packaging should be designed in conjunction with the product itself, rather than merely being a cool afterthought. Additionally, the package materials should be obtained responsibly and processed sustainably. **Minimal Packaging and Marketing** With all of this talk about environmental responsibility, it’s almost unseemly to explore the many marketing benefits of ecologically sound packaging materials. Nevertheless, every product needs an edge, and many companies choose to use their minimalist packaging style to give it to them. Go ahead; milk that cash cow with the big [recycle logo](https://www.google.com/search?q=recycle+logo&rlz=1C1CHBF_enPK1019PK1019&sxsrf=APwXEddzY85n88NnWmDP-Ifi5dtJml-swA%3A1682867702495&ei=9oVOZO7KHYWM9u8Pvbi5kA0&ved=0ahUKEwjunfHc8tH-AhUFhv0HHT1cDtIQ4dUDCA8&uact=5&oq=recycle+logo&gs_lcp=Cgxnd3Mtd2l6LXNlcnAQAzIECAAQRzIECAAQRzIECAAQRzIECAAQRzIECAAQRzIECAAQRzIECAAQRzIECAAQR0oECEEYAFDKBljKBmCBCmgAcAJ4AIABAIgBAJIBAJgBAKABAqABAcgBCMABAQ&sclient=gws-wiz-serp). With so many consumers recycling their old bottles, boxes and other waste only reluctantly (according to a 2011 study reported by the Los Angeles Times, 62 percent of consumers believe that the responsibility of package recycling should not lay with the consumer), product manufacturers that can minimize their own packaging could grab a significant portion of the market. So, what have we learned? We learned that bubble wrap and peanuts must be used sparingly, even though we want nothing more than to live in a house made entirely from those materials. We learned that packaging should be minimal, but not so minimal as to provide no protection for the product. We learned that consumers are sick of being bombarded with recycling messages when manufacturers aren’t doing their part to minimize packaging waste. Most importantly, we learned to be skeptical of the promise of a “flavor burst,” which sounds like the unanimous public disgust with Flavor Flav, doesn’t it? ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Owners Guide: Signs Your Product Really Needs a Rebrand.](https://www.smashbrand.com/articles/signs-your-product-really-needs-a-rebrand/) **Published:** April 4, 2014 **Author:** Kevin Smith **Content:** Every product’s popularity waxes and wanes (well, to be fair, sometimes it never waxes), and when the periods of wane are significantly longer than the periods of wax, you may want to rethink your brand strategy. The first part of a brand strategy is evaluating one’s brand identity. The second part before you jump to the marketing strategy is discovering that your company has no identity and recognizing that it’s time for a[ rebrand](https://www.smashbrand.com/articles/rebranding/). After determining your[ reason(s) for a rebranding](https://www.smashbrand.com/articles/reasons-for-rebranding/), whether it’s an existing or new product, changing your brand image is more than changing the logo; it requires a complete[ package redesign](https://www.smashbrand.com/). These two components help the customer understand the brand’s focus; they help articulate the whole company persona. - What purpose is your product meant to serve the public, and what was the driving force behind your production? - Why do you think you can give the public a better product than your competitors? - Most importantly, what is the likelihood of a Kardashian being photographed carrying it? (Shoot for the stars!) Thinking through a series of [rebranding questions](https://www.smashbrand.com/articles/rebranding-questions/) like these makes it easier to see the warning signs that put your product in the “act now” rebranding stage. Let’s look at these signs to know if they ring true for your brand. Every product’s popularity waxes and wanes (well, to be fair, sometimes it never waxes), and when the periods of wane are significantly longer than the periods of wax, you may want to rethink your brand strategy. The first part of a brand strategy is evaluating one’s brand identity. The second part before you jump to the marketing strategy is discovering that your company has no identity and recognizing that it’s time for a[ rebrand](https://www.smashbrand.com/articles/rebranding/). After determining your[ reason(s) for a rebranding](https://www.smashbrand.com/articles/reasons-for-rebranding/), whether it’s an existing or new product, changing your brand image is more than changing the logo; it requires a complete[ package redesign](https://www.smashbrand.com/). These two components help the customer understand the brand’s focus; they help articulate the whole company persona. - What purpose is your product meant to serve the public, and what was the driving force behind your production? - Why do you think you can give the public a better product than your competitors? - Most importantly, what is the likelihood of a Kardashian being photographed carrying it? (Shoot for the stars!) Thinking through a series of [rebranding questions](https://www.smashbrand.com/articles/rebranding-questions/) like these makes it easier to see the warning signs that put your product in the “act now” rebranding stage. These tough-to-ask questions are part of the first step on every [rebranding checklist](https://www.smashbrand.com/articles/rebranding-checklist/ "rebranding checklist") and help direct the future strategy. Now, let’s look at these signs to know if they ring true for your brand. ## You Use “Low Fat” Branding Naturally, no self-respecting health nut wants to eat high-fat foods, but the fat-free/low-fat phase in nutritional marketing is officially over. Low-carb isn’t really in the now, either. It may seem stupid, but nutritional labeling choices are primarily based upon fads rather than hard dietary science, and including the phrase “low fat” tells the public that your product is hopelessly dated. We unquestioningly embrace the latest trends for weight loss and management while ignoring actual empirical data relating to health. Therefore, we respond more favorably to foods that indicate that they are appropriate to the latest diet craze. The Atkins diet “revolution” caused any number of companies to extoll their Atkins plan suitability; frozen foods had the South Beach diet printed boldly on their packages. This rule applies to more than just the low-fat craze. If your food product has sat out the last decade or so of diet fads, you haven’t been keeping up with your brand’s market relevance. Shame on you. ## Your Target Audience is Outdated Consumers evolve, and you’re still targeting Gen X like it’s 1999? Well, you’ve missed several critical generational shifts. Millennials, Gen Z, and even Alpha are here, and they have entirely different needs, wants, and social issues they care about. Regularly monitoring these generations’ interests, habits, and desires could mean a [brand refresh ](https://www.smashbrand.com/articles/brand-refresh/ "brand refresh ")or a complete overhaul of the current branding. If you’re peddling nostalgia (which does work for specific categories) without a strategy, you’re sending your brand out to pasture. Wake up, old-timer; the kids have taken over the playground. Rebrand or remain irrelevant. ## You Lack Eco-friendly Packaging While you may not be operating like an evil corporation, consumers no longer avoid bad brands; they seek out companies with sustainable initiatives and choose the ones with the strongest brand messaging. So, to start, ensure the current brand is not one step away from a sustainable catastrophe. Environmentally irresponsible packaging is just as bad in the eyes of a discriminating public as asbestos or wheat gluten. If you still use non-biodegradable plastics in your packaging solution (mercy), you may as well start beating baby seals with a tire iron. As any packaging design company rep will tell you, in the past decade, the public has grown to like and trust packaging that is made from recycled, degradable materials — so much so that if the package[ disintegrates in our hands](http://www.foodproductiondaily.com/Packaging/Bio-degradable-packaging-material-perishes-within-six-months-developer) on the way to the register, we’re kind of okay with it. ## There’s Been a Bit of (Ahem) Controversy When there have been lawsuits, unfortunate tweets, or stories about sourcing your materials from child labor mills, changing your brand image (and possibly your brand name) is imperative. When some scandal has tainted your brand, the only way to work your way out of it is by addressing it as quickly and honestly as possible; ignoring it or falsifying information will only lead to irreparable damage to your reputation. Your new brand must be the kind of robust and dependable company the public can rely on. Even if there hasn’t been any real “controversy,” in the sense of “caused several deaths,” but your brand has become associated with an attitude or a philosophy that isn’t helping your business grow. Some consumers find it repellant; you must regroup and build your identity in a controlled and well-managed way. Of course, if you’re Paula Deen, you should stop giving interviews for a while. That works, too. If you’re unsure that your brand is on track to getting you the respect and revenue you genuinely believe it could, then look at the image it is projecting to the public. Realize that you’re an expert in what you do but not necessarily in fixing a stained image. Push aside your apprehension at the [rebranding costs](https://www.smashbrand.com/articles/cost-of-rebranding/) and a public relations specialist, along with an agency skilled at [designing CPG packaging](http://www.smashbrand.com). If the effort has bored you to tears, you’re probably well on your way to understanding why it needs to be adjusted. ## You’re Bringing A Knife TO A Technological Gun Fight We live in a world of augmented reality, AI, and blockchain. If your brand still thinks a website is a glorified business card, you’re not charmingly vintage but woefully obsolete. It’s time to stop doodling on napkins and start brainstorming on iPads. [Product rebranding](https://www.smashbrand.com/articles/rebranding-products/) is more than how it looks; it’s how you present it to the public. Your brand needs to evolve with technology, or you are guaranteed to lose brand recognition. Embracing technology within your product’s business model means improving the product experience for your existing customers and the new audience. Everything from rebranding your website to updating your marketing materials such as [digital business card](https://www.uniqode.com/digital-business-card), flyers, [banners](https://picsart.com/templates/banners/), etc. should consider the product experience. ## Someone’s Stealing Your Thunder So your brand was once the Coca-Cola of its niche, and now it’s the New Coke nobody asked for. New players are fresher, hipper, and stealing your spotlight with the target market. If you’re losing shelf space—literal or digital—to upstarts and brands stretching into a new market. Take that as your cue for updating your value proposition, brand positioning, and visual aesthetic. Remember, It’s not them; it’s you. Rebrand to retain loyalty to your customer base and showcase yourself as the best opportunity for a potential customer. ## Corporate Changed, But You’re Branding Didn’t Yeah, we get it; pivoting is in vogue. But if your current brand is still rocking the aesthetic from your “artisanal handmade soap” phase while you’ve moved on to “luxury skincare,” you’re confusing your audience. When ownership or mergers occur, your brand must do more than change its logo design. Your brand message must graduate to the current mission, not your freshman year. ## Not Aligning With The Social Style When your last viral post is from an era when people still said “YOLO,” it’s time to worry. In the digital age, social media is your brand’s pulse. Your brand voice is flatlining if likes are low and comments are snarky. CPR in the form of a rebranding effort to address your customer-facing brand personality is needed stat. ## You’re Visuals Scream “Dial-Up Internet” If your brand design is pixelated and your logo looks like Clip Art, welcome to irrelevancy. We live in the age of sleek, clean designs, folks. What was cute in the early 2000s is now a one-way ticket to Uncoolville. Rebrand before you become a case study in design school on what not to do. ## Your Brand Still Thinks It’s 2010 Times have changed, and ‘political correctness’ isn’t the buzzkill; it’s the baseline. A brand that’s not inclusive, diverse, and sensitive to social issues is a company on the fast track for losing brand equity. A [successful rebranding campaign](https://www.smashbrand.com/articles/5-steps-to-take-for-a-successful-rebranding-campaign/ "successful rebranding campaign") that addresses social issues shows that you’re not just in the market but also of the times. But you can’t just address it through a few “we’ve changed” messages; you must thread it throughout the entire organization, felt by everyone from leadership to your customer service team. **Read More:** [Ten Risks of Rebranding And How To Address Them](https://www.smashbrand.com/articles/risks-of-rebranding/ "Ten Risks of Rebranding And How To Address Them") ## Data-Driven Brand Development Want a best-selling brand? SmashBrand is a[ brand development company](https://www.smashbrand.com/development/) for FMCG and CPG brands. From brand strategy to packaging design testing, our Path To Performance™ process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Saying Goodbye too Soon — A (pseudo) Case Study of Syrup Packaging](https://www.smashbrand.com/articles/saying-goodbye-too-soon-a-pseudo-case-study-of-syrup-packaging/) **Published:** December 15, 2014 **Author:** Kevin Smith **Content:** While the pancake industry has never been exceptionally controversial, it’s pretty clear that the market does care passionately about its syrup. So much so, in fact, that there seems to be a veil of discontent over the Hungry Jack Pancake Syrup brand, because they dared to change their package design. We’d hate to think what the public would say if Mrs. Butterworth ever decided to wear pants. ## A (Pseudo) Case Study: The Best Darned Syrup Bottle in the World Why on earth would people be so attached to a syrup bottle? Because people like convenience, that’s why, and the Hungry Jack design was an absolute triumph. Basically, the Hungry Jack bottle design was – unlike its competitors’ – low and stubby enough to fit in a microwave, and was specifically engineered for that purpose. The original package design research led to a thermodynamic label that alerted the user to the temperature of the contents inside. It had a special patented cap. Moreover, it had a particular handle structure that stayed cool even after heating. The same amount of deliberation went into that bottle design as went into the Rosetta spacecraft. Since one could argue that all pancake syrups are more or less identical, [it was the bottle design that inspired customer loyalty](http://www.washingtonpost.com/local/some-consumers-are-angry-the-new-hungry-jack-syrup-bottle-cant-be-microwaved/2014/10/27/b7575bca-5ddc-11e4-8b9e-2ccdac31a031_story.html); far more so than the contents of that bottle. People liked microwaving the syrup directly in the bottle, rather than transferring it to another container that would have to be washed. Nevertheless, J.M. Smucker Co – Hungry Jack’s parent company – decided to change the design, and offered only the vague explanation that it was due to “a shift in customer preference.” So… suddenly, customers no longer want the one feature that gave your product an advantage over all your competitors? What a topsy-turvy world. Maybe McDonald’s should start charging $20 per Big Mac. Perhaps Whole Foods should switch to a 100 percent Soylent Green-based product line. ## The Public Response As you might have imagined, the backlash was quite strong, and speculation is rampant. Facebook lit up with theories. *There was dangerous BPA leaking into the product when the package was microwaved. Someone heated the product too long and burned him/herself drastically. Hungry Jack is trying to shift more units at a lower cost*. All of these theories were roundly denied by the corporate communications V.P. Apparently, they changed the bottle just because they felt like it. Now, there may be reasons for this massive change that the company just isn’t ready to disclose to the public. However, those reasons probably aren’t as bad as what the public will surmise on their own, which will only be made worse by the apparent effort on the part of the company to conceal them. ## What We Might Learn What Smucker’s failed to realize was that they should have consulted the public first, and they could have used the same social media that the public is now using to criticize the company’s decision. Had the Hungry Jack brand used Facebook to ask its fans what bottle design they would like to see, it might have avoided the mess in which it ultimately found itself. In the history of marketing, it has never been easier to gauge immediate consumer response — people aren’t shy to bombard social media pages with opinions and threats of abandonment. If you’re considering [freshening up your packaging design](http://www.smashbrand.com), you can use your online presence to assess what it is the public really wants and how they will respond to your proposed changes. Of course, you should engage in vigorous, controlled market research before embarking upon any major change to your brand or your packaging, but social media is an excellent starting point. It can stop you from making truly terrible decisions. So what have we learned today? We learned that pancake syrup can be at the center of a heated national debate. We learned that packaging design can be as important to consumer experience and expectation as the product itself, and that package design research is vital to success. We learned that arbitrary changes not only affect your ability to sell your product but could also hurt your entire brand. Most importantly, we learned that this entire brouhaha will probably only succeed in driving people to the waiting arms of trustworthy Aunt Jemima. **Categories:** Design --- ### [The Opportunities & Risks of Refill Packaging.](https://www.smashbrand.com/articles/refill-packaging/) **Published:** January 25, 2021 **Author:** Kevin Smith **Content:** The throw away generation is quickly coming to an end. More and more consumers expect brands to package their products using sustainable materials to support a better environment, and retailers are heeling this movement. The circular economy impacting the CPG industry and refill packaging is one option brands have to lower their environmental footprint. According to research, 37% of consumers actively seek products packaged in environmentally friendly materials and will pay 5% more to get them! These statistics show a need for sustainability, but does it mean your brand will see greater profitability and capture market share through refill packaging? Sustainability isn’t just a [packaging design trend](https://www.smashbrand.com/articles/packaging-design-trends/) anymore; it’s an expectation. Of course, using environmentally [sustainable packaging](https://www.smashbrand.com/articles/consumer-demand-for-sustainable-packaging-is-on-the-rise/) is a challenge for many brands. Small brands may struggle to meet the cost and resource requirements, whereas big brands will struggle to implement this change across their many moving parts. Then there’s the issue of practicality. Beverage or cleaning supply manufacturers need plastic for packaging. Glass spray bottles would be quite cumbersome, and paper soda bottles would get sticky in no time. So, what can these companies do to adhere to the wishes of consumers? Let’s learn how brands use refill packaging to boost sustainability and determine whether a refill solution is right for your brand. ## What Is Refill Packaging? Refill packaging is a sustainable packaging solution allowing consumers to keep and reuse a container multiple times instead of throwing it away after one use. We see this type of packaging in categories such as - [Beverage packaging](https://www.smashbrand.com/articles/beverage-packaging-design/) - [Cosmetic packaging](https://www.smashbrand.com/articles/how-to-create-cosmetic-package-design-that-can-compete-on-the-store-shelf/) - [Natural cleaning packaging](https://www.smashbrand.com/articles/packaging-design-for-natural-products/) The aim is to reduce plastic waste by encouraging reuse. With refill packaging, manufacturers produce durable, convenient containers that consumers will want to use repeatedly rather than dispose of after a single use. Refillable packaging isn’t a new trend. In fact, the refill container is as old as it gets in the CPG industry. ## The Importance of Refill Packaging For CPG Think about beverage companies. They’re notorious for using single-use plastic bottles. Research shows that over [20,000 plastic bottles are sold every second](https://www.theguardian.com/environment/2017/jun/28/a-million-a-minute-worlds-plastic-bottle-binge-as-dangerous-as-climate-change) worldwide. Of those millions and millions of plastic bottles, we recycle only 7% into new bottles. You don’t have to be a mathematician to see that this is bad and that solving the plastic packaging problem for water will change the world. What if manufacturers could produce the same, wallet-happy plastic bottles but make them so people don’t want to throw them away? Make them convenient enough that consumers will want to use them repeatedly. This is refill packaging.  Switching from plastic to an aluminum bottle is a simple way to shift your brand into the refill packaging category. ## The Differing Approaches to Refill Packaging For refill packaging, brands can take several approaches. - **On-Site:** A consumer can initially purchase your product or buy the associated container. They then return to the retailer to replenish their product at a refill station. - **Re-manufacturer:** Popular with glass, the consumer can return the bottle to their grocer. The brand creates a pick-up schedule to collect and reuse the bottles in future production. - **Additional SKU:** Brands can create a durable (often bulk) sized package with an accompanying version of the same product in a cardboard or flexible packaging solution. Consumers refill the product into the original packaging.  In the case of Straus, returnable falls into the category of refill, saving landfills and oceans from being polluted by plastic packaging. ## Ecommerce Vs. Omnichannel Aligning with the acknowledgment that refill packaging is a desirable choice for consumers, [ecommerce CPG brands](https://www.smashbrand.com/articles/cpg-ecommerce/) can find success by pitching reusable solutions through their marketing efforts. The attracted interest and higher 1st purchase price point can help ecommerce brands recoup some of their ever-growing customer acquisition costs. In-store, where consumers see the product against shelf competitors, may experience a different outcome. The higher price point and additional workload may struggle to compete against equally sustainable brands that take a different approach. ## The Benefits of Refill Packaging From a [CPG brand strategy](https://www.smashbrand.com/articles/cpg-brand-strategies/) perspective, there are many reasons your company may want to integrate refill packaging into the customer journey. Here’s a look at four of the top reasons. ### Reducing Our Environmental Impact Of course, reducing waste is the primary benefit of refill packaging, but businesses need more than that to make it justifiable. They need complex numbers and proven facts. They need to know that it impacts buyers.  Cocotherapy captures more shelf space with its flexible packaging refill pouch. Their commitment to reducing plastic pollution positions them to build greater brand loyalty. This is a strategic move for this young and hungry brand! ### Capitalize on the Sustainability Movement As stated, 37% of consumers actively seek environmentally friendly products. As time goes on, that number will rise. For instance, [83% of Millennials try to be environmentally conscious](https://nypost.com/2018/11/27/why-millennials-might-actually-be-better-than-older-generations/), compared to 77% of older generations. By using refill packaging, you’re showing the world that your brand thinks about the environment. Refill packaging helps you break into the sustainability consumer market share. Even if you still use plastic in your CPG [packaging designs](https://www.smashbrand.com/articles/cpg-packaging-design/), refill packaging can position your brand as a hero to the environment. ### Build Long-Term Consumer Relationships What’s the best kind of customer? A repeat customer. When you make a product with refill packaging, you reward consumers for returning and doing business again. If a consumer buys your refillable product and runs out, she must return to get refills. And who is she going to get refills from? You. Not only does refillable packaging promote long-term customer relationships, but it can help you beat out the competition. If someone already has your refillable package, he will not pay attention to your competitors. He’s going straight for the refills that work with your system. ### Reduce Packaging and Transportation Costs Which is cheaper: producing a million single-use plastic bottles or 100,000 refillable bottles? You can cut production costs exponentially if each consumer refills a package ten times. While it might cost a little more to design and produce higher-quality refillable packaging, you won’t need to produce as many. The upfront payout gives you serious long-term cost savings. Refillable containers can significantly reduce shipping costs for major producers by shipping large quantities of products. Products like beverages, perfumes, and cleaning solutions are mostly water, which everyone has at home. If you turn your product into a concentrate (just add water!), you can eliminate the excess size and weight. Two cleaning supply companies, [Blueland](https://www.blueland.com/) and [Dazz](https://www.dazzcleaner.com/), switched from single-use bottles to reusable bottles and dissolvable tablets. Without the need to ship so water-filled bottles, they could [cut transport costs by nearly 80%](https://www.sciencedirect.com/science/article/pii/S2590289X20300086)! ## The Risks Of Refillable Packaging As with everything in life, we must weigh the downside of refillable packaging to determine if the risk is worth the payoff. Here’s a look at some potential issues your brand may face if choosing this sustainable solution. ### Sustainability vs. Convenience Although refillable products are better for the environment, you may need to offer more incentives to persuade consumers to make the switch. Your packaging needs to be both convenient and sustainable. If it’s a pain to refill your containers, nobody will buy them. [Poor refillable package design can drive away customers](https://www.researchgate.net/publication/227930589_Investigating_Customer_Perceptions_of_Refillable_Packaging_and_Assessing_Business_Drivers_and_Barriers_to_Their_Use) more than if you kept your single-use packaging. Brands need to consider their refillable packaging needs and develop a convenient product for ease of use. Drop a tablet into a reusable bottle and add water: perfect. Require six different products mixed and a chemistry degree: no one will buy it. If your refill packaging is too difficult to use, you risk losing the brownie points you earned for sustainability. ### Retailer Acceptance Retailers are looking to build their businesses on sustainability, but that doesn’t mean they will give away shelf space. Asking retailers to stock your oversized package or your refillable repeat purchase is asking them to say no to another product. Is your product worthy of such prime real estate? Consider how your refill will affect retail partners. ### Negatively Impacting The Packaging Experience Even the simplest refills are more challenging than buying a done-for-you SKU. Everything from hard-to-pour containers to leads that, for the life of you, will not reseal properly downgrades the [packaging experience](https://www.smashbrand.com/articles/cpg-packaging-experience/). Consider a different packaging approach if you cannot create a positive refill experience that is consistently repeatable. ### Household Compliance “You threw away the bottle? I was going to refill that!” Mom might make the purchases, but who is responsible for throwing away the trash or refilling the product? If you cannot ensure that your packaging is distinct and looks like it should last a while, refill packaging may not be the best approach. ## Testing To Determine Shelf Impact Consumer interests are not the same as [purchase intent](https://www.smashbrand.com/articles/why-purchase-intent-is-the-most-important-metric-for-cpg-brands/). Leaning on a focus group to determine if you should go the refill route may send your product on the highway to nowhere. There are many variables to shelf performance beyond what consumers “say” they want. The categories of retail partners, household size, income level, and other factors will all play a role in determining whether the consumer will support (and continue to support) the reuse model. ## How To Market Refillable Packaging How do you attract the eyeballs of the environmentally-conscious consumer? We’ve some ideas to support your [sustainable CPG marketing strategy](https://www.smashbrand.com/articles/cpg-marketing/) effectively. - Take a yin & yang approach, showing the problem that plastic creates and how your solution is the most sustainable alternative to it. - Show the entire family getting behind the idea of a reusable product and how kids love being active participants in sustainability. - Provide a cost comparison between your product and the single-use competitors. - Actively report on the environmental impact of your refillable packaging. - Creating blog articles helps consumers gain a better understanding of sustainability. - Integrate [smart packaging](https://www.smashbrand.com/articles/smart-packaging/ "smart packaging") into your design that gives consumers a reason to re-scan your [product packaging](https://www.smashbrand.com/articles/product-packaging-design/) every time they refill. Perhaps it’s a matter of how much of an impact their reusable container has had? Just a thought. ## Alternatives To Refill Packaging Perhaps you’ve determined that refill packaging won’t work for your brand. Don’t worry, you can use an alternative packaging solution to promote sustainability. - Create compostable packaging that returns to the earth. - Develop repurposed packaging that gives new life to existing materials. - Build reusable packaging that gives it new meaning. - Last but not least, become 100% recyclable packaging.  A refill bottle isn’t the only way to reduce packaging waste. Cove Co. leverages the paper packaging innovation to create a sustainable packaging solution. ## Packaging Design Guaranteed To Perform Are you ready to build a best-selling brand? We can help! Smashbrand is a data-driven brand development and packaging design agency. [Our full-stack package design process](http://www.smashbrand.com) guarantees shelf performance; whether it’s a new product, brand extension, or packaging redesign, we can help. The data collected through our package design testing ensures that you exceed the retailer’s slot revenue expectations. **Categories:** Strategy --- ### [Sustainable Packaging: Reduce, Reuse, Recycle, and Save.](https://www.smashbrand.com/articles/reduce-reuse-recycle-and-save/) **Published:** March 3, 2014 **Author:** Kevin Smith **Content:** It’s no secret that being more eco-friendly is all the rage. Reducing one’s carbon footprint is right up there with men in skinny jeans and Instagramming your dinner entrée. Sure, we know “Reduce, Reuse, Recycle” is important, and most of us try to pull our weight in this department. We haul a can full of plastic water bottles and aluminum cans to the curb every week and bring our reusable bags to the grocery store. However, there are some dirty little secrets in the good ole’ world of recycling. But recycling can have unintended consequences. From the transportation costs required to collect and deliver, to the labor and energy costs required to process, there is a considerable overhead in the world of recycling. As a result, there is an active and enduring debate as to whether or not the net environmental benefits outweigh the costs and energy use recycling necessitates. Despite all the haters, proponents of recycling still maintain that it has a role in what should be a multifaceted attack on reducing the amount of waste in our landfills. Let’s roll with that tangent for a minute. Did you know landfills are essentially becoming an endangered species? According to the EPA, there were 7,924 landfills available to receive trash in the U.S. in 1988. In 2006, only eight years later, there were only 1,754 left. Pull out your abacuses boys and girls and you’ll see that’s about an 80 percent decrease in available landfills in just one eight-year period. This is clearly a problem. Consumers realize Mother Earth needs some love from her children, and companies earn a certain amount of cool points when they make their planet-friendly practices known to consumers. For this reason, companies pay good money to continually develop more sustainable packaging that lessens the waste produced by their products. Of course, cost is a factor in all this. Businesses generally do like to turn a profit. This is why the best sustainable packaging designers know how to find that perfect sweet spot where sustainability and cost-efficiency intersect. So, what makes the perfect, sustainable product package? On a basic level, the package has three jobs: it delivers the product, prevents spoilage and appeals to the consumer through its aesthetic appearance. But in order to be called a “sustainable” package, it must have a high Earth-friendliness factor such as having the option to [refill the package](https://www.smashbrand.com/articles/refill-packaging/). This can be accomplished by the package being made from recycled materials, the package being able to be recycled, or both. Deciding what material a sustainable package should be composed of can be decided on an energy-focused standpoint. For example, it requires 95 percent less energy to recycle aluminum that it does to fabricate new aluminum from raw materials. Cardboard recycling nets a 24-percent energy savings, and plastic comes at 70 percent. From a cost-focused standpoint, things look a little different. Plastic is very expensive to recycle, but cardboard is not. This is why you’re seeing cardboard everywhere these days; your Starbucks coffee comes wrapped in a cardboard sleeve and cardboard-boxed lunches are replacing Styrofoam and plastic clamshells. Another factor to the sustainability of a package is size. A package that’s not perfectly designed for the product can result in overpackaging, a waste on both the economic and environmental fronts. The size and shape of a package also has implications regarding how many of the products fit onto a pallet or into a shipping box, which also affects efficiency. According to [TIPA Compostable packaging company](https://tipa-corp.com/), “When discussing sustainability in packaging design, an integral part of the discussion needs to be how to best educate consumers on how the package should be recycled when they’re done with the product inside. The recyclability of a package becomes irrelevant if the consumer doesn’t recycle it optimally. In other words, communication is key here. To this end, there’s an effort to create a new universal recycling label for packages to take the guesswork out of recycling for the consumer. The How2Recycle label is designed to provide clear and consistent recycling instructions to the consumer to help ensure more packages are appropriately recycled. So, what have we learned today? Landfills are going extinct, and packaging design can help address this problem. Depending on whom you ask, recycling may or may not be a cost-effective way to reduce packaging waste. It’s up to brilliant packaging designers to develop packages that utilize cost-effective materials for recycling. Also, when it comes to effective, sustainable packaging design, we learned that size does, in fact, matter. ## Data-Driven Brand Development Want [effective packaging design](http://www.smashbrand.com) and a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Proper Workflow in Multimedia & Design Projects.](https://www.smashbrand.com/articles/proper-workflow-in-multimedia-design-projects/) **Published:** November 14, 2012 **Author:** Kevin Smith **Content:** We live in a time where there is more information, tutorials, and videos on creating any element of CSS, JQuery or PHP for your site than you can shake a mouse at. But the most valuable knowledge a young designer needs to know is not how to use write code, photoshop or even design in 3D Studio Max but how to run a design studio, handle project workflow and deal with clients for maximum efficiency. **In this article, we will touch on some of the following points:** - Breaking down your projects into phases - Taking Stock of the Assets in the project - Proper ordering of tasks and parts of your project - Executing each phase with sign offs ### Breaking down Everything To be a successful designer, you have to be able to do much more than you are used to. You may need to become a jack of all trades and master them all as well. Most projects that clients require these days have multiple parts to them. They will require you to understand how to break various tasks up into the correct phases and order them in a way that saves you the most hours possible. This is also in your best interest. Let’s face it, we would all rather have more time to design than to fix corrections, relay copy, and swap out graphics, but unfortunately, that is just not reality. Even if you are hired to redesign a website. That website is made up of many other assets. From logos to photography, what you need to do is take a thorough account of all the assets you have and grade them on a scale of quality, usefulness, and appropriateness. Basically, will these old assets work in your news design or will they bring that design down? There may also be times when you have to work with what you got and make the best of it, but at least offer the client a scale of costs VS improved quality if applicable in this situation. ### Take stock of your assets Let’s take this scenario: a client who awards you a product website redesign. The first thing you should be doing after your initial kick-off call with the client is, breakdown all the assets the old site has and see what you can reuse, repurpose and what needs to be rebuilt. For example, you go through the site and find that the copy text was great! The company’s logo is very plain looking (in your opinion), and the layout was okay but dated. However, the glaring problem is that the product packaging looks horrible, and the old packaging hero renders are really bringing down the overall presence of the new design you have in mind. What should you do? After putting together a list of the assets that you can use and those that will need attention you should explain to the client that **no matter how much work is put into this design, it is only as good as the weakest part.** It is crucial to communicate this point, that you can’t just paint a Ford Taurus red, slap a few [stickers](https://www.google.com/search?q=stickers&rlz=1C1CHBF_enPK1019PK1019&sxsrf=APwXEdcb8elhrlVms7XKtRaRQ2WhkKY2zg%3A1682850487126&ei=t0JOZO2YB8-E9u8P4Yiu0AI&ved=0ahUKEwit0PrLstH-AhVPgv0HHWGECyoQ4dUDCA8&uact=5&oq=stickers&gs_lcp=Cgxnd3Mtd2l6LXNlcnAQAzIHCAAQigUQQzIKCAAQigUQsQMQQzIFCAAQgAQyCAgAEIAEELEDMgUIABCABDIFCAAQgAQyCwgAEIAEELEDEIMBMgUIABCABDIFCAAQgAQyBQgAEIAEOgoIABBHENYEELADOgoIABCKBRCwAxBDSgQIQRgAUIoEWIoEYKkLaAFwAXgAgAHrAogB6wKSAQMzLTGYAQCgAQKgAQHIAQrAAQE&sclient=gws-wiz-serp) on it and call it a Ferrari! If things go well and the client agrees with your assessment of the situation and they redo the packaging. God bless you, because you have made your point loud and clear and they have listened to you. Insert happy dance. Your next step is to make sure all the parts of this project happen at the correct time and order. Your first instance may be to start laying out the website since that is what you were paid to do, but you would be wrong! ### Making project phases fall into place like Dominos Let’s take a look at a proper example of workflow. **Thought Process – Copy – Brand – Concept Design – Package Design – Web – Print** If you look at this workflow, trying to complete these out of order will result in you doing extra work and if an element is changed in mid-stream or even worse right at the end, this results in a ton of extra work that you have not billed the hours for. This is where following a logical hierarchy of asset creation makes a ton of sense from a time savings and efficiency standpoint. If a logo is used in all media and material, then it makes sense to get that designed first and signed off on before you start creating any other assets. Where this will really save you time is in small things like tweaking a logo and then rolling out websites, print and packaging, only to have your revision of the logo fail the board approval and you have to go back and fix all those edits. The same holds true, especially for copy. The earlier in the workflow you can get a copy approved and locked, the fewer revisions to sites, [CPG package design](https://www.smashbrand.com/), and print ads down the road. ### Before we can proceed let’s lock this first. As you explain this process to your client, you may be surprised at how amazed they are at the amount of thought that goes into something as simple as a site refresh. I bet most really appreciate the effort. So to wrap up, make sure each phase of your workflow is signed off and locked before proceeding to the next phase. Think of it like building blocks. You can’t build very high and meaningful quality if you don’t start with a solid foundation. ## Data-Driven Brand Development Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Post-COVID Packaging and Other Consumer Megatrends.](https://www.smashbrand.com/articles/post-covid-packaging-and-other-consumer-megatrends/) **Published:** April 14, 2021 **Author:** Kevin Smith **Content:** Saying COVID-19 has changed the way companies do business is more than an understatement. The true impact of COVID-19 on day-to-day operations will take a long time to tally, both financially and emotionally, regardless of the industry. For [pa](https://www.smashbrand.com/)c[kaging design](https://www.smashbrand.com/), this impact will reveal itself in both the short-term and long-term. [Package design and branding](https://www.smashbrand.com/) are expected to change in fundamental ways post-COVID as megatrends surrounding the industry reshape manufacturer expectations. Issues like packaging convenience, reasonable costs, and performance integrity are traditional “must-haves.” These are taking a backseat to emerging concerns such as hygiene, sustainability, and direct-to-consumer offerings. Traditional must-haves are still on the priority list, but more pressing post-COVID concerns are making considerable waves. Is your business ready for post-COVID packaging and consumer megatrend shifts? ## Anticipating Packaging Design in a Post-COVID World While COVID-19 has certainly accelerated the order-from-home business model, the trend toward more consumer-centric packaging, delivery, and marketing has been a long time coming. Customer demands continue to shape the marketplace as consumers become savvier to outdated marketing and sales tactics. E-commerce and local online orders are on the rise. The result is a world in which Walmart implements order pickup kiosks, and online retail giants like Amazon get even bigger. [E-commerce was responsible for $3.53 trillion in sales](https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales/) worldwide in 2019, and that number continues to grow during the pandemic. E-commerce giants are seeing little-to-no negative impact. Forbes reports that the pandemic may be having the opposite effect, [accelerating e-commerce growth by four to six years](https://www.forbes.com/sites/johnkoetsier/2020/06/12/covid-19-accelerated-e-commerce-growth-4-to-6-years/?sh=6ea2bab0600f). As online retail surges, consumers continue to shape the marketplace. Fears and desires are still driving changes in marketplace trends. COVID-19 makes hygienic and more consumer-centric packaging top-of-mind for customers and manufacturers alike. This presents an opportunity for packaging converters and their customers to adjust to a “new normal” and provide improved packaging designs. ## The “New Normal” for Packaging Design Redefined sustainability, shifting consumer preferences, and increased e-commerce all shape the “new normal” facing the packaging industry post-COVID. Noteworthy shifts in consumer behavior are creating a [unique marketplace landscape](https://www.mckinsey.com/industries/packaging-and-paper/our-insights/shaping-the-next-normal-of-packaging-beyond-covid-19). Three key packaging concerns for post-COVID businesses are hygienic packaging design, packaging sustainability, and a more direct-to-consumer approach. ### Hygienic Packaging Design COVID-19 has caused consumers to question the safety of anything they touch, breathe, or consume. Early pandemic fears caused shortages of disinfectant products as consumers sprayed, wiped, and sanitized surfaces. The Centers for Disease Control has since provided guidance regarding surfaces and the spread of COVID-19. The CDC advises that “spread from touching surfaces is not thought to be a common way that COVID-19 spreads,” but consumers are still wary. What does this mean for packaging? Product packaging is expected to meet heightened health and safety standards, and there is a [growing demand for more hygienic packaging](https://bp-group.de/en/2020/06/24/covid-19-drives-hygienic-packaging-design/). Hygienic packaging design concerns include: - **Packaging materials:** Some packaging materials are more susceptible to prolonged novel coronavirus survivability than others. The [National Institutes of Health](https://www.nih.gov/news-events/news-releases/new-coronavirus-stable-hours-surfaces) advised that SARS-CoV-2 is detectable on cardboard for up to 24 hours and up to two to three days on some plastics. - **Tamper-proof packaging:** Manufacturers and businesses are finding ways to communicate to consumers that packaging is tamper-proof to build customer confidence. - **Delivery systems:** Traditional packaging—especially food and beverage packaging—relies heavily on consumers touching, tearing, and putting their mouths on things to get to what’s inside. New packaging trends point toward easy-seal/easy-open designs and peel-away films. ### The Direct-to-Consumer Model Packaging intended for traditional retail channels just doesn’t cut it for an e-commerce consumer base. As a result, manufacturers are shifting to design packaging in a more e-commerce-friendly fashion. What this looks like (1) fewer hard-shell plastics and more slip-sheet alternatives and (2) reduction of hard-shell plastic packaging for in-store use aimed more at preventing theft than customer convenience. Now, as [online retailers like Amazon surge during the pandemic](https://markets.businessinsider.com/news/stocks/amazon-earnings-wall-street-reacts-blockbuster-report-analysts-stock-price-2020-7-1029456482), hardshell plastics translate to more waste and more inconvenience for the end-user. ### Packaging Sustainability Packaging sustainability has long been an issue for both manufacturers and consumers. Sustainable packaging is still front-and-center as increased scrutiny on packaging practices surface. Hygiene and safety fears have seen a rise in single-use packaging products, which is an inverse to [consumer and legislative efforts pre-COVID](https://www.foodpackagingforum.org/news/covid-19-challenging-epr-and-single-use-legislation). More single-use packaging products, in turn, re-ignite sustainability concerns as landfills overflow with plastics. Packaging sustainability in a post-COVID world means: - Eliminating unnecessary packaging - Increasing recycled content use - Designing with recycling ease in mind - Communicating sustainability narratives - Using more [mono-materials](https://www.smithers.com/resources/2020/aug/easy-to-recycle-mono-material-film-packs-to-grow) - Using new substrates - Rethinking multi-layered packaging Implementing the latest [smart packaging](https://www.smashbrand.com/articles/smart-packaging/) designs to prevent waste and use more recycled content is the smart move for packaging converters. Discretionary spending is down, but online channel adoption is up. In response, packaging converters and manufacturers are leaning into megatrends and adopting new solutions. ## Consumer-Centric Packaging is Post-COVID Packaging Consumers still steer the commerce ship, and a post-COVID world is one in which demand continues to drive innovative change. Align your business strategy to incorporate emerging [packaging design trends](https://www.smashbrand.com/articles/packaging-design-trends/), and share your sustainable business practices with customers. **Categories:** Design --- ### [Packaging that Doubles as an Accessory](https://www.smashbrand.com/articles/packaging-that-doubles-as-an-accessory/) **Published:** February 19, 2017 **Author:** Kevin Smith **Content:** ***Taking a cue from James Bond, reusable packaging for beauty products is now apparently playing double agent in the form of multi-use containers.*** Ever since that first little girl decided her empty box of animal crackers could be upcycled into a posh cardboard purse, product designers have gotten increasingly clever about making multi-use containers for various products. Nowhere is this trend more glaringly apparent than in the vast and mysterious world of cosmetic products and beauty supplies. ## It’s… a Sustainability Movement! Although sustainable, reusable packaging may casually be dubbed a ‘trend’ by the woefully misinformed, GCI® Magazine [will have you know](https://www.gcimagazine.com/packaging/article/21849181/the-2013-beauty-packaging-identity-trends) that sustainability is in fact a *movement*, thank you very much. Consumers have higher expectations for ethical corporate behavior in today’s market, especially those pesky Millennials everyone’s trying to woo. [Studies show](http://www.cpgtrends.com/2012/06/cpg-trends-millennials-support-causes-they-believe-in/) that Millennials prefer to do business with companies whose policies and politics mesh with their own world view. In simpler language, people who prefer reusable packaging are more likely to purchase items from companies that carry cosmetics in multi-use containers. It’s a shocking revelation, we know. Logically enough, all this has added up to an increasing number of [packaging designers](https://www.smashbrand.com/) brainstorming on how to make highly consumable personal grooming supplies packaged in more sensible ways. ## Value-Add: Not Just a Grammatically Irritating Buzz Phrase Experts in business lingo love to toss around nearly indecipherable phrases that make them sound like the must really know what they’re talking about. Yet, companies follow their advice nevertheless, so when some so-called marketing whiz mumbles ‘value-add’ at the board of directors, you can bet they hop on the value-add train mighty quick. The concept of [adding value to a product via its packaging](https://www.smashbrand.com/articles/5-ways-packaging-adds-value-to-your-beautiful-product/) is nothing new (go ahead and refer back to Exhibit A: animal crackers), but cosmetics companies are taking this whole multi-use containers thing to an impressive next level. Some of our favorite examples: - The line of products from [Tay](http://tayskincare.com/en/3-collection) comes in bamboo jars and dispensers that look like they could’ve walked right out of Bed Bath & Beyond. - Method products introduced the first packaging made from ocean plastic—that is, plastic that’s been collected from the world’s oceans and combined with post-consumer recycled plastic. - [Origins](https://www.origins.com/) and their fancy schmancy glass bottles and containers. They also offer an in-store recycling service. - Finally, in the interest of honoring both menfolk and the solopreneur, let’s not fail to mention the practical, reusable, undeniably manly tins of mustache wax sold by [Madame Scodioli](https://www.etsy.com/listing/123968103/?ref=shop_home_active_4). We have to admit, it’s come as a huge relief to discover that those spiffy glass and wooden products lining shelves are actually just eco-friendly alternatives to plastic. Otherwise we might’ve thought that using more expensive packaging products was just an excuse to drive a shamelessly cushy profit margin up even higher. Thank goodness we were totally off base! ## The Naked Alternative We’d be remiss if we didn’t mention, amid all this talk of sustainability, those product lines that have used the most eco-friendly, reusable packaging possible: air! [LUSH](https://www.lush.com/us/en_us) is well-known for their packaging-optional product concepts like solid shampoo bars. Yes, we said solid shampoo bars. Apparently you can even walk into a LUSH store and they’ll slice you off a chunk of soap to ‘package’ right in the palm of your hand. We can’t deny that’s a pretty earth-friendly way to go, even if you aren’t left with anything afterwards to hold your, uh… well, heck, what *do* you use those tiny little cosmetics containers for once they’re empty, anyway? ## All Hail the Multi-Taskers Swiss army knives didn’t get to where they are today by being just another knife. No, sir. Instead, they added some scissors and a nail file and a little toothpick to create an eminently more functional end product. And that’s exactly what beauty product packaging is doing, too. Minus the all-too-easily-lost toothpick. There’s no getting around the fact that we all need to bathe ourselves on a semi-regular basis. Many of us also do things like wash our hair, use deodorant, and apply moisturizing balm to our poor keyboard-calloused fingers. All of these items are used up at some point, leaving a container behind once you’re out of product. The companies that get why packing all those goodies in multi-use containers just makes good sense are the selfsame companies currently winning over an ever-growing segment of the population. And companies who are ignoring the reusable packaging trend—excuse us; *movement*—had best get on board mighty quick. **Categories:** Strategy, Design --- ### [Packaging Design Testing: It’s a Big Deal.](https://www.smashbrand.com/articles/packaging-design-testing-its-a-big-deal/) **Published:** January 11, 2021 **Author:** Michael Keplinger **Content:** Your packaging design is more than just a pretty face for your product. It’s a powerful marketing tool designed to attract consumers. According to surveys, [72% of Americans say packaging design influences their purchasing decisions](https://www.ipsos.com/en-us/news-polls/Most-Americans-Say-That-the-Design-of-a-Products-Packaging-Often-Influences-Their-Purchase-Decisions). The more your customers like the packaging, the more of your stuff they’ll buy. Unlike your online ads or website design, you can’t change your product packaging with a few clicks of a button. Once it’s released, you’re stuck with it. So, before you do release any type of packaging, research it well to make [absolutely sure it’s going to work for your customers](https://www.smashbrand.com/testing/). How do you do that? Ask them! ## What Is Packaging Design Testing? Have you ever asked someone if a shirt looks good on you? That’s an entirely different question from “would you buy this shirt?”. [Packaging design testing](https://www.smashbrand.com/articles/understanding-packaging-design-testing/) is measuring the performance of various designs for its intended purpose, which is to communicate value that leads to purchase. It lets you gauge consumer impressions so you can choose the most effective design and beat competitors across a range of metrics. Most modern packaging design testing is done online by simulating the buying experience. Systems can test multiple packaging design concepts and ask consumers which version is their favorite and why. Generally, you want to pack your study with the consumers from the demographic you’re trying to target. However, it can be helpful to add a few outside demographics to see how the design resonates with other groups. ## Is It Really a Big Deal to Test Design Before Launch? Yes, packaging design testing is a big deal. (Didn’t you read the title?) Your packaging is what separates your product from the competition. Without strategic design, you’ll likely fade into the background and get left on the store shelves. Packaging design testing offers several major benefits to make sure your product is ready to hit the stores: - **Real data to back up your design choices**: Creating a new packaging design isn’t a solo task. Designs usually have to go through several committees and approval processes. Testing your packaging designs gives you real, quantifiable data to help you persuade the higher-ups and get everyone on board. - **Identify areas of improvement**: Of course, your designs are tip-top. They’re the pinnacle of elegance and taste. But usually, there are ways to improve. Listen to the feedback from your audience to make your designs even better at attracting the right demographics. - **Learn how different groups react to your design**: You might have a specific target demographic in mind, but why put all your eggs into one basket? Segmenting your packaging design to different groups of people to see how effective they are across the consumer spectrum. Filter your testing results by gender, age, location, etc. to see how your packaging resonates with different demographics. Who knows, you might even identify a new market opportunity. Once you’ve collected all your valuable information, you can revamp your designs accordingly and hit the shelves with confidence! ## Metrics to Track You can’t just send packaging designs to random people and ask what they think. You must track specific metrics. While the actual questions can be as generic or specific as you like, there are a few universal metrics you want to identify. Phrase your questions to learn consumer feelings regarding these key aspects: - **Purchase Intent:** The most important metric. Purchase intent and purchase drivers are measured in a simulated buying experience with target consumers against your competitors. - **Appeal:** Is the packaging pleasing to the eye? Ask about colors, design systems, graphics, and information layouts. - **Standout:** There’s a lot of competition out there. Does your product stand out on the shelves or website, or does it fade into the background? - **Preference:** A pretty packaging design doesn’t necessarily mean someone will want to purchase your product. Does the packaging entice consumers to buy? Functionality is a major part of desirability as well. Does the packaging make it easy to use your product? - **Quality:** People judge books by their covers all the time. Does your packaging display the level of quality your product deserves? Low-quality products don’t sell. - **Relevance:** Is the packaging design on par with your target demographic’s needs, wants, and tastes? It’s also important to ensure that your designs are relevant to your brand in a positive, consistent way. McDonald’s should never release a green and blue Happy Meal box, no matter how good it looks. - **Uniqueness:** Does your packaging look different than competing products? If your product isn’t unique, it won’t attract new customers. These are the true brand drivers that lead to purchase. Your specific goals will determine which metrics are most important. For example, if you want to push sales, *purchase intent* will usually be the most important metric for you to track. If you want to increase awareness and differentiate your brand from the competition, *preference* and *uniqueness* will help you understand how it stacks up against close competitors. At the end of your packaging design test, you can ask consumers which design was their overall favorite. Some test participants might rank all your designs similarly, which isn’t helpful. By forcing a definitive decision, you’ll see which one was most appealing and which communicates important key messaging themes the best. Asking about the favorite design will also reveal which metrics are most important to consumers. For example, if participants consistently choose the most “unique” design as their favorite, you can bet that uniqueness is important to your audience. You can use that information to drive future marketing decisions. ## Ensure Your Packaging Designs Are Ready for Market You can look at all the [packaging trends](https://www.smashbrand.com/articles/packaging-design-trends/) in the world, but you won’t truly know how consumers feel about your packaging designs until you ask. Testing is an important part of the [packaging design process](https://www.smashbrand.com/ "https://www.smashbrand.com/"). It gives you quantifiable data to support your choices, it helps identify areas of improvement, and it provides insight into how your design impacts various demographics. It turns decision-making into an objective, data-backed decision, instead of the subjective decision that it commonly is. Once you release your product, it’s nearly impossible to make changes to your packaging design. Make sure everything is the best it can be for maximum effectiveness when your product hits the shelves. If your products are beautifully packaged according to your brand goals, consumers won’t be able to resist. It is a marketing force multiplier for all future marketing efforts to promote your products. **Categories:** Testing --- ### [Packaging Design Needs to Do More than Look Good](https://www.smashbrand.com/articles/packaging-design-needs-to-do-more-than-look-good/) **Published:** February 13, 2013 **Author:** Kevin Smith **Content:** How often have you judged a person based upon a ridiculously unflattering haircut; poor choice of dress shirt or superabundance of piercings? Whether we think it’s shallow or not, humans are a visually oriented species; we’re most comfortable evaluating things based upon appearance, whether it pertains to people, landscapes or dishwasher detergent. We’re particularly harsh when it comes to judging products, and if the packaging doesn’t speak to us, chances are we’ll walk right on by. Product packaging may seem like almost an afterthought, but it is nearly as important as the product itself; particularly if the product is widely perceived as being more or less identical to every other product with which it is in direct competition. How will you express the uniqueness of your product to your consumer base? What will set your product apart from the millions of other brands of ketchup, toothpaste, styling gel or antibacterial hand wash? ## **Sell Your Product** Unfortunately, a good product doesn’t always sell itself; the packaging has to provide a little support. This can come in the form of a [photo representation of the product](https://www.dresma.com/blog/creative-product-photography) on the package, a typographical description of what the product does and the problems it solves, an interestingly constructed product receptacle or attractive artwork. Whatever decision you make regarding the packaging wholly depends upon the type of product you are selling, who the target market is and the strength of the company brand identity. If you’re designing packaging for a client whose brand is extremely well known, you can get away with letting the brand speak for itself ([Apple](https://www.google.com/search?q=Apple&rlz=1C1CHBF_enPK1019PK1019&sxsrf=APwXEdf3MIPrgTfH3eBsyX5tdiR385PDPQ%3A1682851059316&ei=80ROZOHvEomSsAfXyLyQAw&ved=0ahUKEwihtebctNH-AhUJCewKHVckDzIQ4dUDCA8&uact=5&oq=Apple&gs_lcp=Cgxnd3Mtd2l6LXNlcnAQAzIHCAAQigUQQzIQCC4QxwEQsQMQ0QMQigUQQzIKCAAQigUQsQMQQzIHCAAQigUQQzILCAAQgAQQsQMQgwEyBQgAEIAEMggIABCABBCxAzIFCAAQgAQyCAgAEIAEELEDMgsIABCKBRCxAxCDAToKCAAQRxDWBBCwAzoKCAAQigUQsAMQQ0oECEEYAFDjAVjjAWCiBGgBcAF4AIAB9QGIAfUBkgEDMi0xmAEAoAECoAEByAEKwAEB&sclient=gws-wiz-serp) does this; they often don’t feature anything more than their logo and a picture of the product on their packages). If the product and the brand are new, then there will have to be more information as to why the customer wants and needs the item. ## **Practical and User-Friendly** When we buy a product, we want the packaging to serve its use. Can it be resealed for refrigerated storage if it’s a perishable food item? Is it easily stacked or oddly shaped compared to other items that must be stored next to it? Is this product destined for retail outlets or online sales? Suppose the product is likely to be shipped more often than not. In that case, you will have to design the package accordingly, in order to maintain the integrity of the product during transit, as well as keep the cost of shipping to a minimum. ## **Clarify the Brand Identity** Unless your business is an industry juggernaut (in which case, well done, interested in doing a guest blog?), most products have competition. The packaging has to let the consumer know the company responsible for this particular product is different from all the others. If the brand identity isn’t well known, the designer must clearly illustrate it. What type of personality does the brand want to convey? Perhaps the brand wants to stress its dedication to eco-friendly principles. Maybe the brand would like its consumer base to think of it as rugged, outdoorsy, or tech-savvy and space-aged. The options are many, and the package design is the key to clarifying how the brand is perceived. ## **Know Your Demographic** Design innovations are useless if they don’t speak to your market. You might have conceived of the hippest, coolest packaging for a body wash ever, but if your market just flat-out isn’t into fashion because your market consists entirely of burly, plaid-wearing lumberjacks, you’ll only succeed in alienating your base without necessarily having attracted a new one. This may seem like a marketing decision, but a graphic designer can finesse the aesthetic in numerous subtle ways. Ensure that the desire to create something cool doesn’t supersede the knowledge that the target audience simply doesn’t care about “cool.” These are a few things to remember when brainstorming ideas for [packaging that converts](https://www.smashbrand.com/). It was once said that the key to political success is keeping a half-step ahead of popular tastes; the same can be said of package design. Too flashy and customers will be turned off; too similar and the product will be easily ignored. Don’t be ignored. And, if you need some help with ideas, contact us and we’ll brainstorm together. ## Data-Driven Brand Development Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Impactful Packaging Design For Pet Brands That Enhance Market Growth.](https://www.smashbrand.com/articles/packaging-design-for-pet-brands/) **Published:** March 16, 2022 **Author:** Kevin Smith **Excerpt:** Consumers aren’t just buying pet food, they’re buying trust, values, and health in a bag. In a category where sticker prices rise and brand loyalty is hard-earned, packaging is your most important sales tool. If your design isn’t working as hard as your formulation, you’re already behind. **Categories:** Design --- ### [Packaging Design 101: Don't Assume Anything.](https://www.smashbrand.com/articles/packaging-design-101-dont-assume-anything/) **Published:** August 27, 2013 **Author:** Kevin Smith **Content:** There’s an old expression — possibly firstborn from the TV show “The Odd Couple,” but we won’t get all anthropological – that goes: “To ASSUME is to make an ASS of U and ME.” Clever, huh? And largely accurate, although some assumptions in life are necessary, we ASSUME that a bullet to the head will lead to death, even if we can’t empirically state with 100 % certainty that it will be the outcome. From a client/contractor point of view, assumptions can lead to dismay. We want to build the client’s trust, and one of the best ways of doing that, apart from pulling them out from in front of a moving train, is by giving them the impression that you are there to serve them. To ensure that the product you deliver to the client meets all their hopes and dreams, here are a few things to keep in mind during the first kick-off call. ## **1. Don’t rely exclusively on written documentation.** We realize that, in the era of remote projects, the days of the friendly local graphic designer are well nigh gone, but text or instant messaging will invariably fail to convey the nature of the client’s wants. A nuanced change in the tenor of one’s voice or a sigh speaks volumes, and these little inflections can prevent you from making horrible, costly miscalculations. Since you will likely not be able to meet with your clients face-to-face, video and phone conferencing will become your best friends. You might not be huge fans of meetings, but some people are unfortunately better able to communicate through voice and hand gestures than they are via the written word. However, at some point, it is good to have the goals of the client delineated in an indelible record that you can reference if a client with psychopathic tendencies tries to issue any denials about what he or she originally stated. Nevertheless, to get the ball rolling on the right foot, if we may mix our metaphors, talk to your client. ## **2. Don’t be afraid to be a broken record.** We realize that there are only so many times a person can get away with asking someone to repeat themselves without sounding like a moron (twice), but if you are not entirely sure about what your client needs, do what needs to be done to avoid misunderstandings. Nine times out of ten, clients are happy to make their desires crystal clear. ## **3. Don’t always behave as if you know better.** You do, of course, but the client’s happiness is paramount. There might be some aesthetic or fundamental choices that your client insists upon, which may be flawed, but ultimately, it’s their website/logo/package. Even if you feel passionately that the choices your client is making are the wrong ones, you can’t waste your energy composing elaborate dossiers to illustrate your point, nor should you try to sneak your own, better idea into the project and hope that the client approves in the end. Do what you can to steer the client away from obvious errors, but if the client wants something, give it to them. It’s their money, after all. Projecting an aura of expertise is your best defense against unnecessary and unwanted adjustments. Suppose you can delineate the reasons why a client’s choices are poor with a well-composed, straightforward, emotionless recitation of data, facts, and historical examples. In that case, you are more likely to persuade than if your arguments are personal taste and emotion-based. Yes, the client should heed your every word; yes, the client should nod, smile, and hand you a huge check, but most of the time, this won’t happen. We’d love to tell you that there exists some magic wand that makes clients listen to you no matter what, but, sadly, there isn’t. All you have is your sterling record, your powers of persuasion, and your genius, and if that isn’t enough to get the client to yield, do not sacrifice your time and your emotional strength on a pointless fight. Time is money, as they say. ## **4. Assumption, bad; anticipation, good.** Semantics, you say? Well, perhaps, but anticipation differs from assumption in that assumption implies an almost dismissive attitude; an ability to predict someone’s wants and reactions without giving the matter much thought. Anticipation, however, requires a considerable amount of previous study. Anticipation can be considered a series of strategies with multiple options, all of which have been formulated based on a solid foundation of evidence and consideration. See the difference? An assumption is a shortcut, whereas an anticipation is a proactive gathering of potential solutions. A *long*cut, if you will. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [data-driven packaging design](http://www.smashbrand.com) agency for FMCG and CPG brands. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Package Design Conference 2013 - We Invade San Francisco](https://www.smashbrand.com/articles/package-design-conference-2013-we-invade-san-francisco/) **Published:** June 7, 2013 **Author:** Kevin Smith **Content:** Yes we’re goin’ to *Saaaan Fraaaancisco* for a packaging design conference. Nevertheless, the question remains: will we wear flowers in our hair? In just a few short weeks, the SmashBrand team will head to San Francisco to attend the 2013 Package Design Conference. This third annual conference features a cornucopia of seminars, lectures, networking opportunities and conferences. This gives a [product packaging design](http://www.smashbrand.com) agency permission to comingle, exchange ideas, outwardly appear to scoff at others’ ideas while secretly stealing them, listen to old timers grumble about how much better the conference was last year and, naturally, learn a thing or two. We hope that there’ll be food. If you feed us, we will come. We jest, of course. Design conferences are an important part of professional development; getting together with other industry insiders gives us designers the opportunity to familiarize ourselves with the newest technologies and trends, open up our awareness to different design and package philosophies, check out a few innovations, confer with our peers, and [brag about our amazing clients](https://www.smashbrand.com/articles/how-to-attract-great-clients/) and lucrative contracts, only some of which we will be making up. Wait, what? Unfortunately, there are so many lectures and events that we couldn’t discuss them all, but our interest is certainly piqued by the titles of some of the seminars, which we’ll now describe. ## **ON FAILURE: How the Worst Moments in Your Life Can Turn Out to Be the Best** While this topic may seem aggressively go-getterish, it is nonetheless true that success is often born of extreme difficulties and rejection. *“I was turned away at my 40th job interview. Broke and despondent, I wandered the streets wondering whether it was possible to leach any nutrition from discarded lithium ion batteries. Suddenly, a wayward threshing machine came tearing down the street, knocking pedestrians hither and yon until it finally seized upon my right leg at the thigh, slicing it cleanly and effectively from my body. As I lay there losing precious blood and slipping into unconsciousness, I envisioned a prosthetic device that could be directly attached to the bone but still allow for a large and fluid range of movement. Five years later, my revenue stream exceeds the gross domestic product of Canada and Donald Trump is currently in one of my 50 garages waxing my Lamborghini Veneno. Thank you, razor-sharp thresher blade!”* Yes, the above example may seem extreme, but it is exactly those sort of extreme moments that often turn out to be life-defining. Make lemonade out of those lemons! ## **Reinventing Your Ideas: How the Little Things Yield Big Results** The description of this seminar begins: “Why have thousands of customers from around the world chosen to get the Johnny Cupcakes’ logos tattooed on themselves?” The answer (fashion victimhood and possible hypnosis notwithstanding) is that Johnny Cupcakes is a *branding God*, plain and simple. In this lecture, Johnny Earle — aka Johnny Cupcakes — describes his journey from a 19-year-old with a cupcake and crossbones logo and a dream, to a successful taste-making magnate with a legion of snarky t-shirt-wearing fanatics. Will there be cupcakes at this seminar? That’s not the point. ## **How Much, How Many, and When?** This seminar discusses package design and manufacture and the thrilling minutiae therein, including price points, warehousing, fulfillment, logistics and production processes. If the lecture is conducted by Jimmy Bundtcakes, we’ll have gotten our money’s worth. ## **Lean Mean Design Machine** In our fast-paced, logged-on, sleep-when-I’m-dead world, clients want their packaging designed, fabricated and wrapped around their product and they want it done *yesterday*. This seminar helps attendees understand the different ways and means of lightning-fast production that is low-waste and environmentally sound. Moreover, touched-upon are methods of getting clients to work with design companies in fruitful and productive, harmonious and efficient ways, perhaps leading the clients to send the designers flowers on the designers’ birthdays. Just sayin’. ## **Who Are You? Who Needs to Know? A Personal Branding Experience** The assertive, almost Brooklyn-ese title illustrates the importance of specific identity with regard to branding. Attendees are encouraged to bring writing materials to jot down salient points. We won’t argue – we may even hand over our wallets. ## **How to Avoid Work** At last! The seminar of our dreams! Of course, this seminar is more about engaging in a trade about which you have an inherent interest and (dare we say) passion than it is about discovering a way to have sitting around all day and watching the Food Network subsidized. Maybe next year. These are only some enlightening sessions we’ll be attending at this exciting conference. Oh, and to answer our opening question: yes, we will be wearing flowers in our hair, but only if Johnny Cupcakes says it’s OK. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Our Top 5 Design Industry Publication Picks.](https://www.smashbrand.com/articles/our-top-5-design-industry-publication-picks/) **Published:** February 10, 2014 **Author:** Kevin Smith **Content:** We can’t stress the importance of maintaining an eagle eye on design trends, and we certainly do our best to stay in the loop. When we can find a moment to tear ourselves away from the Justin Bieber saga during our free time, we like to take a gander at the finer design industry blogs and publications. As a packaging design firm, we must keep abreast of the latest trends and innovations and become better acquainted with the design world’s who’s who. We’re quite familiar with a great many resources, but we’ve found — as we’re sure you have, too — that the world of online design industry publication is filled with endlessly regurgitated information. Of course, the online news industry is the same — stories culled from a handful of original sources and cycled and recycled throughout the blogosphere in the guise of original insight. How do you find original pieces and trusted industry sources? By listening to us, of course! There are a few essential design blogs, and we’re sure you can certainly think of a few that offer fascinating insights (SmashBrand, you say? Well, we weren’t groping for praise, but thank you!). Here are five that we value highly: ## **Smashing Magazine** And a “smashing” magazine it is! Smashing Magazine is a German [Web design publication](https://www.smashingmagazine.com/category/web-design) that features articles, blogs, e-book resources and a pulsating job board. The main focus is on Web design and Web design minutiae, but there’s a fair amount of Internet marketing strategy in the mix. We turn to Smashing Magazine when we’re curious about global Web design developments because they consistently feature good, thorough design perspectives. We feel a kinship with any organization incorporating the term “smash” in its name. ## **The Die Line** Quite simply the premier packaging design Web publication. We say this because of its consistent devotion to new and intriguing packaging developments, and not at all because it has applauded SmashBrand packaging designs ([Little River Smokehouse](https://thedieline.com/blog/2013/11/22/little-river-smokehouse-beef-buffalo-jerky.html) and [Way Fare](https://thedieline.com/blog/2012/11/28/way-fare-ice-cream.html)! Woot!). The Die Line also has an annual award packaging competition featuring entrants from all over the world. For the past five years, The Die Line has awarded some pretty nifty packaging concepts, which have influenced the packaging design world greatly. Who would have thought there could be more than one way to package bandages? ## **Entrepreneur Magazine** Obviously, not only for designers — Entrepreneur Magazine is for everyone who desperately wants to scratch and claw their way to millionaire status! For designers, however, there is a wealth of information about branding, online marketing, Web trends, SEO and social media. And, since designers are largely lone wolves relying on themselves and only themselves to move ahead in this thorny and competitive world, it is vital to have an online resource telling you to get off of your tuchas and update your portfolio and do all of the things that [incredibly successful people do](https://www.entrepreneur.com/money-finance/habits-of-the-worlds-wealthiest-people-infographic/230918) that you, currently, don’t. ## **How Magazine** The furious multitasker of graphic design ‘zines, How Magazine is still a print magazine, but has branched into the online world like a raging backyard vine. It hosts multiple design competitions, has a series of online courses through How Design University, publishes design books, and is the all-around graphic designers’ bodhisattva. It’s a great periodical for designers of all skill levels — from students to grizzled veterans. ## **Graphic Design USA** Now, this magazine is exclusively for grizzled veterans or, at least, design professionals (degree of grizzle notwithstanding). It’s been around since 1963, so it’s definitely the elder statesman of design industry trade magazines. It also hosts four pretty darned prestigious design awards. We strongly advise you to check out these publications. Whether you’re a fancy-free freelancer or happily ensconced in a reputable [packaging design firm](https://www.smashbrand.com/), you’ll definitely find major value in these trades, both from their invaluable wealth of information and also the bounty of steal-able ideas — not that we’d ever encourage that, for the record. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Here's Why One Man's Trash Is Another Man's Wine Rack.](https://www.smashbrand.com/articles/one-mans-trash-is-another-mans-wine-rack/) **Published:** May 31, 2013 **Author:** Kevin Smith **Content:** When is a package not a package, but a product? Answer: [When it doubles as a wine rack](http://www.iconpackaging.com). The goal of any package designer is to get a package design displayed at the Museum of Contemporary Art. Ha, ha! Just kidding. (Not really) The goal of any good package designer is to create a package that is unique, functional, protective, and environmentally responsible. The wine rack package achieves all four qualifications, and yet it isn’t precisely packaging (that would be the wine bottle), since it is a supplementary item that may or may not be needed or wanted by the consumer; it is perfectly reasonable to purchase multiple bottles of wine on their own without a manufacturer’s carrying case. However, is it a cool concept? Yes. Do we wish we thought of it? Well, dunno … maybe? Whatever. Shut up. Bruised though our egos may be, we will concede that turning a package into a product is a fantastic way of minimizing the environmental burden of unnecessary waste while highlighting a brand and protecting a product. This isn’t an entirely new concept; manufacturers have used packaging that doubles for display cases when selling in bulk to retailers for years. When you have a multi-purpose package, you give the consumer the opportunity not only to use and enjoy the product and package, but to always be reminded of the product and the absence of that product when the consumer looks at the empty rack. “My goodness,” the consumer will think. “I desperately need more \[insert brand name here\] Chardonnay! I must hasten to my local purveyor and procure more of this first-rate product forthwith!” Yes, that is how all wine drinkers talk. ## Secondary Purpose Packaging Not all multi-use packaging needs to have a specific purpose, although it should be [purposefully designed](https://www.smashbrand.com/articles/soras-message-to-you-package-well-and-prosper/). Recycling does not necessarily mean dumping your plastic and glass containers in a blue bin and forgetting about them. A well-designed, aesthetically pleasing package can find a home in a consumer’s many other daily applications, particularly if that consumer is a hoarder. As a creative packaging design agency, we’ve seen many high-end, durable, and well-constructed shopping bags that can double as, well, shopping bags. Suppose the bag is made of heavy, reinforced paper or fabric and can withstand many uses. In that case, the consumer will likely reuse it several times for taking lunch to work, or taking items to the beach, or any kind of material transport up to and including shopping; all the while prominently displaying the brand. The same goes for attractive glass containers like jars or bottles. If the jar is beautifully designed, it can double as a display jar for toiletries or office supplies or knick-knacks. And again, a well-designed package has not only encouraged the consumer to make that initial purchase, but has also succeeded in implanting the brand into the consumer’s brain. ## Welcome to the Hard Times We might be loath to admit it, but many of us do not have money to burn. A [CPG package design](http://www.smashbrand.com) that gives the impression of durability and multifunctionality will be very attractive to a consumer who wants to spend his or her dollars wisely. Carefully considered packaging is an indication of product quality. And even though we might not have the cash to spend on purely luxurious items, we might be persuaded to spend a few extra cents on something that is well-constructed, well-designed, multi-use, and lovingly made. So, what have we learned today? We learned that show-offs have gone and made a wine case that doubles as an elegant wine rack. We learned that secondary use packaging is a boon to a product brand and serves to remind the customer of the product in a persistent and even haunting manner. Lastly, we learned that we can recycle by dumping our empty bottles in a recycle bin and carrying our lapdogs in a gently used Victoria’s Secret bag. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Old Packaging Can and Should Learn New Tricks.](https://www.smashbrand.com/articles/old-packaging-can-and-should-learn-new-tricks/) **Published:** March 28, 2013 **Author:** Kevin Smith **Content:** To the layperson, packaging evolution can seem arbitrary and even irritating. Everything was fine before; why does my tube of toothpaste have to look like a public bathroom soap dispenser? Why is my sports drink shaped like an extraterrestrial fertility doll? Why should my chip package appear as if it could withstand space travel? As we get older, consumers seem to become younger and younger, and they’re easily enticed by packaging designs that cater to their on-the-go, technologically advanced, jet-pack-wearing lifestyles. They need a sports drink that can fit into an awkwardly shaped elliptical cup holder, as well as the cup holder of their 2025 SRT Viper. Their toothpaste dispensers must be equipped with a series of motion sensors. We will need our specially packaged Doritos when invited to an impromptu interplanetary tour with Richard Branson. Your packaging needs to catch up with the times, dammit. Suppose you insist on keeping your product packaging the same as it has been since the late 1970s. In that case, you’ll miss out on the opportunities to capitalize on all of the ways you can market your product to a population that is sprinting into the future. When personal flying machines become ubiquitous, who wouldn’t want to produce the only protein shake that can be easily consumed on a hovercraft? ## **Evolution of Consumption** Thirty years ago, there were no such things as automobile cup holders. Even though beverage producers needed to keep their containers reasonably sized to fit comfortably in the hand, discourage moderate spillage, and fit on living room coasters, they didn’t have to be wedged into a predetermined slot. Fast forward twenty years, and suddenly soda and water bottles that don’t have a convenient shape are no longer being bought in the same volume as those that do. Packaging designers must consider lifestyle changes and innovations when determining the best package for their products, and these changes are happening faster than ever. If you are a snack or beverage producer and your consumer base all ride Segways, your package shouldn’t inhibit their ability to consume your product while mounted atop their faintly ridiculous mode of transportation. If your consumer base all have elaborately manicured and disturbingly long nails, one should be able to consume your product while holding it comfortably between the wrists. ## **Fads, Trends and Cultural Touchstones** As cool and individualistic as we all try to be, we are nonetheless at [the mercy of what the public decides is hip](https://www.smashbrand.com/articles/packaging-design-the-last-10-seconds-of-your-marketing/). You may have produced a fabulous product that has no peer. Still, suppose some upstart manufacturer creates a similar item with a dazzling and edgy package. In that case, your public will be enticed away to the inferior product, in much the same way jangling keys can hypnotize a dog. Specific trends affect diverse industries in fascinating ways. Our recent fascination with food, cooking shows, organic produce, and exotic delicacies has bled into marketing strategies for products that have nothing to do with food. Beauty products are a prime example. There was a time when a hair styling product could be called “gel,” “hairspray” or “pomade,” and the public would instantly know what it was and what it would do. In the last ten or so years, however, people have stopped trusting grooming products due to their petrochemical ingredients, so marketing companies started calling hair products “[milk](https://en.wikipedia.org/wiki/Milk),” “pudding,” “custard,” “smoothie,” “soufflé,” and packaging them in containers that resembled milk jugs or jars of jam. This packaging decision certainly didn’t make the products any more edible. Still, it gives the consumer the impression (albeit false) that a person could just as easily eat what they could also use to shampoo their hair. In summation, we submit that your packaging design — while streamlined, efficient, and completely logical — is now boring us to tears. Even though you may have developed what was, at the time, the ultimate [package design for your product](https://www.smashbrand.com/), eventually it will begin to bore a fickle public. Packaging is like underwear; it must be periodically changed to maintain a fresh appearance. ## **Data-Driven Brand Development** Want a best-selling brand andFrom brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Minimalist Logo Design: When Simplicity Is The Right Choice.](https://www.smashbrand.com/articles/minimalist-logo-design/) **Published:** June 23, 2022 **Author:** Michael Keplinger **Content:** There are plenty of competing ideas about what makes for the perfect logo design. One of the trending favorites is minimalism. There has always been a sense of minimalism in the category of logo design, as the brand identity must look good at scale, from a small logo on a web design to an enormous billboard in Times Square. So, what separates a touch of simplicity from a truly minimalist logo design? The difference between an industry-accepted natural tendency toward minimalist designs and a direct approach is like beauty; it’s in the eye of the beholder. The question will never be a unanimous decision from the panel that judges minimalism. It is an individual decision for every person, both inside and outside the company. ## **What is a Minimalist Logo Design?** Now that we have stirred the pot, we can define what people look for in a minimalist logo design. Internally, it can start as a brand strategy. For any brand effort, determining the purpose and essence of a company is at the core of logo design. If a brand has a minimalistic theme threaded throughout the organization, it will seek to reduce any abstract effect found within its logo. The impact of a logo defines a company’s brand identity. Case in point, what’s at the heart of the logo and package design of some of the most popular brands, like Nesquik? The rabbit? The chocolate milk? [How about the font itself?](https://www.trendhunter.com/trends/branding-packaging-advertising-awareness-minimalist-products-everyday). A few years ago, Antrepo introduced designs of famous brands that eliminated all the noise and got to the core of what made the logo click. The result? Effective, but to whom? Notice how the logo itself appeals to a different consumer when stripping away the colorful imagery? We do not find the Nesquik brand identity within the logo, but rather in their packaging color scheme. **Perhaps it is time for a logo and packaging refresh?** It’s interesting to see how many (or how few) elements we need to make a logo effective. We have further discussed this topic in our [minimalist packaging design article](https://www.smashbrand.com/articles/the-no-1-mistake-in-minimalist-packaging-design/). Whether or not you choose a minimalist theme, your company’s brand message and logo strategy are crisp and flourish-light. Ready for Some Logo Design Tips? Let’s get started. ## **Maintaining Simplicity in Logo Design** A logo style is rarely effective if it isn’t clear and straightforward. This doesn’t mean we’re going to set any limits on brush strokes or anything. Still, if your minimalist logo is getting into [the original Apple logo territory](https://thedesignest.net/apple-logo-history/), someone has to stop you. Every logo needs a core; the core is what the logo is without all the bells and whistles. This includes the brand colors, the font, and possibly the brand name. A young brand will need to incorporate additional elements to clearly define what the company, product, and philosophy are all about. As the brand ages and its vision becomes more well-known, then the logo can become cleaner and eventually pared down to its barest essence. Look back at history and you notice that as time went on, established brands trended toward a minimal logo design. We would love to have a time machine that lets us go back in time so that we could hear the conversation between Steve Jobs and the logo designer Rob Janoff, who told him, “You get one logo, and that’s it!” We can assume that since Steve had been moving towards a less-is-more approach, he pitched the idea of simplicity to Rob. We can also assume that he was nervous about his idea of simplicity when the designer was only going to give him one option to choose from. ## **How a Minimalist Logo Design Impacts Product Packaging** As a packaging design agency, it only makes sense to discuss the impact that a minimal logo has on packaging design. It looks silly to have a minimalist logo design sitting front and center on a label that is bright and built to pop. Unless you amend your minimal logo with effects such as a foil finish, we almost guarantee that the consumer will not acknowledge it. So, if you must carry your brand identity forward, you will need to maintain a negative space between your logo and packaging design. Otherwise, push the “need to be known” over to the side of the packaging so that it’s out of the way of your loud design. Of course, if you have a minimalist packaging design alongside your logo, then keep the same theme. Try not to make the mistake that Nestle makes where the logo alone speaks to a different audience than the product itself. ## **How a Minimalist Logo Design Impacts Website Design** Branding your [logo design](https://www.freepik.com/create/logo-maker) on your website is more than where it sits on the header menu. Your brand is represented by the logo throughout your site, including, as we previously discussed, your product packaging. If you are aiming for a minimalist design, consider how it will impact the overall look and feel of your web design. A minimalist logo design is not a standalone image; it is a cohesive visual representation. Since we will include it in almost every advertising and branding graphic design you create, you need to ensure that a minimal logo will not disrupt the other aspects of your brand’s visibility. ## **Considerations For Your Minimalist Logo** There are three key aspects you need to get right if you hope to create the perfect minimalist logo. ### **Finding The Right Logo Shape** Unlike minimalist packaging, consumers typically associate a minimalist logo with straight edges, curves, or a combination of both. Hiring a focus group that reviews a wide range of logo designs will tell you what consumers consider to be a “[modern logo](https://freelogopng.com/).“ Not one of them will have the same shape. Test your design element against other styles to see which outperforms the rest. ### **Sticking With Brand Colors** Unless for some rare circumstance, like it or not, your logo incorporates your brand colors. This is especially true if your product name includes a color of some sort, such as “Red Bull,” “orange juice” or “Maroon 5.” When choosing colors for your logo, stick to color families that are suitable for both your brand identity and your target demographic. - Earth tones if your brand is environmentally friendly. - Pastels is geared toward parents of newborns. - Bold and eye-catching colors are ideal for marketing your product to children. You can, if you like, be creative in terms of color selection, but there are still a few hard-and-fast rules. If you manufacture baby furniture and your brand colors are black and gunmetal grey, be aware that parents of emo or goth newborns are a niche market. Keep your brand colors relatively simple and include enough white space. Select a color palette that a multitude of printers can easily accommodate and stay true when viewed on different browsers. ### **Minimalist Font Options** Helvetica. Nuff said. Just kidding. There are hundreds of fonts available worldwide, all yours for the taking after paying a modest fee. When choosing a font, clarity is the most essential quality. You want your customers to read your brand and product name, and if you must sacrifice some artistry, so be it. ### **Brand name or no brand name?** Hard to say. Honestly, it depends upon whether your product and brand name are, well, good. If your product name is Qsymia, we suggest going with a symbol. You have a choice: you can turn your brand name into a simple logo, or incorporate your brand name into a logo and symbol combination, and then eliminate the name from the badge or not, as you choose, once your brand becomes well-known. Be aware that your brand will likely never become widely recognized if it relies solely on symbol recognition. Oh, there’s McDonald’s, Apple, Nike, and Pepsi, but those were billion-dollar efforts to create the perfect logo. Now, if your graphic designer has fabricated a fly, clean, and distinct symbol that will surely become your business’ badge from now until the end of time, then don’t waste it. Otherwise, when in doubt, include your name on your minimal logo. ## **Minimalist Logo Designs** So, what have we learned today? **First**, we learned a logo must be a simple yet cohesive symbol around which we add other elements, then eventually, remove. **Second**, we learned that a pastoral etching of Sir Isaac Newton under a tree doesn’t count as a logo. **Third,** we learned that a crisp, readable font is one thousand times better than any elaborate, barely legible, swirly script. **Most importantly**, we learned that if a new parent shops for baby furnishings made entirely of wrought iron and slabs of granite, then the Department of Social Services should probably take note of this fact. ## **Minimalist Packaging Design Agency** Is your brand considering a minimalistic logo? Before you create a minimal design for your new logo, please consult with our team first. At SmashBrand, our packaging design company can also help you with logo design. Our [proprietary logo testing process](https://www.smashbrand.com/methodology/) makes certain that your packaging performs at its peak. **Categories:** Design --- ### [Bigger Isn't Better: How Packaging for Samples Can Give Your Brand a Boost.](https://www.smashbrand.com/articles/how-packaging-for-samples-can-give-your-brand-a-boost/) **Published:** June 30, 2015 **Author:** Kevin Smith **Content:** ***As variety becomes a new shopping priority for consumers, brands can set themselves apart by providing new options for customers to try their products.*** Our society has traditionally functioned on a basic system — if a little is good, more must be better. This ideology includes bulk retailers such as Costco offering big discounts for big purchases, super-sized fast food value meals, and huge luxury cars equipped with enough features to make James Bond jealous. However, this huge mindset could be considered a fault in today’s market. Where we were once a culture fixated on giant-sized value, the tide favors something a bit easier to digest — Mini-sized products. From individual coffee cups Keurig provides to Bluetooth headsets small enough to fit inside your ear canal, our products are shrinking alarmingly. ## **More Options, or More of the Same?** The trend makes sense in a changing society where more value is placed on exploring the variety of your options over getting as much for as little as you can. More retailers have already begun offering smaller versions of their standard sizes to reflect the new needs of today’s consumers. With as many options as we have available for our purchasing pleasure, we’re no longer interested in committing to a product unless we’re sure it’ll meet our needs. To this end, businesses have found great success in providing smaller-sized offerings for consumers interested in a try before you buy. This can include offering smaller versions of your regular products or including small, trial products with a full-size purchase. ## **The Huge Benefits of Going Small** These microtransactions give consumers the flexibility to try multiple varieties of a product, most evident in industries such as cosmetics, where there are countless options. Why buy a full-size tube of lipstick that you’re not sure you’ll like when a different brand offers a trial size for a reduced price? Of course, this idea is most effective for industries that rely on consumers to purchase different styles of similar products, such as makeup or food options. Exposure to variety can be a huge factor in boosting sales for these categories, as many people loathe spending money on new, scary alternatives to the styles they’re familiar with. However, including samples takes the risk out of the equation for the customer and allows them to experience something new without any risk or effort on their part. For the consumer, this trend offers a multitude of advantages: - Lower prices for smaller-sized items purchased on a trial basis - Increased ease of testing multiple varieties without breaking the bank - Less commitment is required before purchasing - Confidence that they’ll be satisfied with their purchases While these are great bonuses for consumers, the benefits extend to the business side as well: - Winning sales over competitors who have more limited offerings - More full-size product sales from consumers confident in their post-trial purchase - Improved brand reputation – inclusion of sample sizes reflects an understanding of the needs of your consumers To be sure, including small product sizes in the marketplace can only be a positive for brands willing to adapt to the trend. ## **Expand Your Brand** While [altering your infrastructure](https://www.smashbrand.com/articles/when-you-know-its-time-to-rebrand/) to include sample packaging may seem like a hassle, the benefits that come along with it may be a bigger boost to your brand than you realize. Aside from the cost savings for consumers who are interested in trying multiple offerings without spending much, your decision to offer samples and trial sizes speaks to the heart of your brand. The essence of marketing is building connections with your consumers to share products and experiences that benefit both parties. By providing your market with options at little or no cost to them, your brand will stand out as one that is in touch with your customers’ needs and will make it more likely that you’ll turn one-time customers into raving fans. **Categories:** Design --- ### [How 3D Printing Will Change The Packaging Design Industry](https://www.smashbrand.com/articles/how-3d-printing-will-change-the-packaging-design-industry/) **Published:** March 25, 2013 **Author:** Kevin Smith **Content:** Do you like to save money? Sure, we all do! Well, when it comes to packaging design, did you know it was possible to fabricate a three-dimensional prototype of your new product using special yet cost-effective printing technology? No, you’re not dreaming! And no, we’re not on anything making us believe we’re living on the Starship Enterprise. Although it may seem as though we are talking about the robot incarnation of David Copperfield, 3D printing is surprisingly common and accessible. It’s possible to fashion a prototype of practically anything – shoes, figurines, guns, Ryan Seacrest – in an office setting, using a 3D printer comparable in shape and dimensions to a standard Xerox copier. ## 3D Printing and Packaging Design Although 3D printing has no real effect on packaging design in a graphical sense, it is a huge boon in terms of seeing, more or less instantly, the structure of the package in development. A good 3D printer can create a complete, scale prototype in hours, allowing the design team to see exactly how the product will appear to the consumer. ## Speed and Accuracy Back in the olden days, a design team would have to submit the dimensions and the blueprints of a product model to a factory (or a blacksmith’s, if the days were really olden), which would then begin the process of creating either a functional model or a prototype. This process, which could take days, didn’t consider modifications the client or design team might have made while the prototype was being fabricated. If changes were necessary, the designers would have to resubmit the revised plans to the factory and start over again. However, the use of 3D printing mediums has “cut out the middle man,” so to speak. A packaging designer can quickly and easily implement changes to the design without having to rush the modifications to a surly and judgmental factory shop foreman. Mock-ups can be created in hours, not days, and the client can quickly get his or her product into the consumer testing phase. ## 3D Printing Technologies The main types of 3D printing are extrusion, granular, light polymerized, and Oompa Loompa (just kidding; there’s no way the Oompa Loompa model could ever be considered cost-effective, what with their [health insurance](https://www.businessinsuranceusa.com/news/health/health-insurance-for-2019-what-you-need-to-know/) and spray-tan requirements). Here are the technologies in greater detail: - **Extrusion:** Extrusion is also known as Fused Deposition Modeling (FDM), Plastic Jet Printing (PJP), Fused Filament Method (FFM), and Fused Filament Fabrication (FFF). FDM involves fabricating a support structure for the model at the same time as the model itself, rather like a process that builds a partial mold while pouring the plaster. This is achieved through a software system that uses the mathematical data for the dimensions of the structure and the model to create a path for the tool head to follow, telling it when to allow the polymers to flow and when to cut them off. Once the model is formed, the structure is either chipped or dissolved away and voila! A fully realized… thing! - **Granular:** This method, also known as Selective Laser Sintering (SLS), involves – you guessed it – lasers. The printer deposits layers of powdered material (metal, ceramic, glass, or plastic) on top of the other and melts it into a cohesive mass per the specifications of the digital blueprint. We could get into the different types of powders and mixtures, full-melting properties, liquid-phase sintering, and the levels of density which can be achieved, but frankly, just reading those words makes us fall asleep. - **Light Polymerized:** Also known as Stereolithography. This process involves printing layer upon layer, and a layer of liquid polymer, rapidly solidified using ultraviolet light, creating a three-dimensional object. The medical community has embraced this technique for creating perfectly to-scale models of patients’ internal structures – sculls, spinal columns, etc – in preparation for major surgical procedures. So there you have it: the wild and wonderful world of 3D printing. Gone are the days when we had to rely upon the skill and craftsmanship of model makers to fabricate our prototypes; now, anyone can make a packaging scale model with only a computer and a reasonably sized printing mechanism! ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Hillary’s Campaign Logo: Design Fail?](https://www.smashbrand.com/articles/hillarys-campaign-logo-design-fail/) **Published:** June 17, 2015 **Author:** Kevin Smith **Content:** ***As if running for president on a first-name basis weren’t controversial enough, now Hillary is generating a ruckus over her campaign logo.*** Oh, Hillary. Between fighting the urge to swipe right and unlock some as-yet-unseen-screen and driving around in constant right-veering circles looking for a hospital, we hardly know where to start with your [political logo design](https://www.politico.com/story/2015/04/design-experts-trash-hillary-clintons-new-logo-117100). Whether you’re Team Red or Team Blue, [graphic design experts](https://www.smashbrand.com/about/) on both sides of the fence can finally agree on one thing: Hillary’s logo is just plain not good. Within virtual nanoseconds of the public unveiling, her campaign headquarters was barraged by [redesign suggestions](https://www.creativebloq.com/branding/alternatives-hillary-clinton-logo-41514694) and her Twitter feed was overrun by [pithy one-liners](https://slate.com/news-and-politics/2015/04/hillary-clinton-2016-campaign-logo-gets-mixed-reaction-on-twitter.html "pithy one-liners"). Ouch. Just for kicks, let’s take a look at some of the biggest logo no-nos that Hillary’s stalwart H-with-an-arrow so majestically encompasses. ## Lack of Contrast One major problem with Hillary’s political logo design is the lack of contrast. What’s that? You say red and blue provide *plenty* of contrast? We’ll stop you right there. Yes, we do realize that red and blue are standard political logo colors and contrast in a very patriotic way. The problem is that the contrast value will not translate well to black and white, so it’s too hot. (And by “not so hot” we mean “absolutely not, will not at all in any way.”) The design isn’t interesting enough on its own to carry its weight in greyscale, which means every pamphlet that’s sent over to the monochrome printer in the interest of saving on color ink cartridges will end up looking pretty much like an H with a slightly pointy tumor on one side, nary a dramatic arrow in sight. One of the first rules of logo design in any capacity is to make sure the design works across a wide range of circumstances: billboards and business cards both; full-color brochures and crappy photocopies equally. Hillary’s logo does not pass this test. (And by “not pass” we again mean “absolutely not, will not at all in any way.”) ## Brand Identity Does anyone else remember that old joke about how Hillary and Bill pulled into a gas station and her ex-boyfriend is the guy at the pump? As they drive away, Bill says something like “Boy, it’s a good thing you married the guy who became president instead of that guy back there, huh?” And Hillary says, “If I had married him, *he* would’ve been president.” That’s the kind of legacy we’re dealing with here. And to represent that level of *chutzpah,* we have… A big H. With a red arrow. An utterly yawn-worthy graphic that would look ideally at home on Sesame Street but falls embarrassingly short of even beginning to encompass Hillary’s bona fide urban legend status. Regardless of the direction in which you plan to toss your vote, there’s no denying that Hillary is a force who demands to be reckoned with. Maybe her logo designer thought that this fact was so accepted already there was no point in beating a dead horse over the head with a decent logo design? Who can say? Most of the Internet agrees that there was very little alleged “thinking” at all behind that thing. Look, your logo needs to be you—everything you stand for, everything you believe in, everything you deliver—summarized neatly in one all-encompassing symbol. Is that a lot of pressure to put on a single graphic? Yes. Yes it is. That’s why you hire professional brand designers who spend hours and hours researching everything you stand for/believe in/deliver before coming up with a logo that represents all of those things. While looking fantastic. Whether large, small, or in greyscale. (The logo. Not the designers. Well, maybe the designers too.) ## Citizens United for Hillary’s New Logo The verdict is in, and it’s unanimous: everyone says Hillary’s political logo design was planned with malice aforethought and deserves nothing less than the death penalty. Her designer—and the Commodore 64 s/he rode in on—oughta be run outta town on a rail. Grab the pitchforks, everyone! Still, we can’t put all the blame on the lowly designer. Because love Hillary or hate her, we’re not sure what degree of imagination can reasonably be expected from someone with such a famous devotion to the decidedly unimaginative pantsuit. ## Data-driven brand and packaging design for maximum shelf impact. Win at retail with [data-driven packaging design that captures attention](https://www.smashbrand.com/) and lifts sales. As a packaging design firm, we don’t guess. We test, optimize, and guarantee results. From shelf impact to purchase intent, we make every word on your pack work harder. Let’s build packaging that performs. **Categories:** Strategy --- ### [Grrrr…Making Your Packaging Appeal to the Modern Male](https://www.smashbrand.com/articles/grrrrmaking-your-packaging-appeal-to-the-modern-male/) **Published:** May 15, 2015 **Author:** Kevin Smith **Content:** ***Male product packaging is sometimes assumed to be right for everyone, and sometimes it’s merely a copy of a feminine product with manly colors on it. What’s the secret behind appealing packaging for men?*** When men aren’t hunting for bears, scaling Mt. Everest, barbecuing huge quantities of brisket, or shaving with a machete, they’re shopping for high-quality grooming products. No joke. If you’re trying to appeal to today’s male, your packaging strategy has to be targeted. You might think that certain color combinations and fonts might do the trick, but consumers are growing savvier by the minute and won’t be swayed by simply substituting black for pink. Remember, you’re selling a lifestyle, not a gender identity. Ultimately, you must test the appeal of your male product package with a focus group before you can truly determine if it will be successful, but there are some key launch points you might find useful. Here are a few things to remember when you’re designing packaging for male consumers who might not be in the market for beauty \[ahem\] *grooming* products. ## Make your package rugged. We don’t want to exploit gender stereotypes, but there is a considerable proportion of men who aren’t concerned with beautification. However, they’ll still shave, wash their hair, and secretly trim their ear and nose hairs. Your product has to sell its effectiveness without hinting that it’s also used by the entire cast of “America’s Next Top Model.” When we say “rugged,” we don’t mean turning it into the shape of a miter saw or making it durable enough to survive being dragged behind an all-terrain vehicle. Ruggedness also suggests pride in and an enjoyment of life’s rough unpredictability. It can mean being comfortable with flaws and an appreciation for character-building challenges that are frightening. It’s a tough sell when the product is a facial moisturizer. Once again, you’re selling a lifestyle. Think about who you’re trying to attract. Your manly facial moisturizer might leave skin protected and soft, but you might want to mention its ability to protect and soften skin during polar exploration. ## Make your package simple. The simplicity of your package will depend upon the product’s function. Simplicity isn’t always a less-is-more strategy; it is often the explicit declaration of purpose. So, if you’re marketing a men’s styling product, you’ll want to communicate the styling the product will deliver on the package. Many of your potential customers won’t fully appreciate the subtle differences between “soft hold serum” and “shaping and defining cream.” A picture of the type of hairstyles that the product will help achieve might be more effective than marketing descriptors. While women tend to scrutinize labels and comparison shop, many men are grab-and-go shoppers. You want your package to deliver its message cleanly and instantly. Whatever benefits your product offers must be immediately recognizable. ## Make your package functional. Men want to be able to use their grooming products with a minimum number of steps. Your male product packaging should disburse the product in reasonable portions, ideally while in the shower. While there are numerous products marketed toward women that involve multiple stages, hidden compartments, eye-droppers, and the like, men typically do not respond to product complexities. A pump action, squeeze, or spray bottle might be your best bet. ## Make your package trendy…to a point. When it comes to beauty/grooming products, trends can be your friend. We don’t necessarily mean fashion trends; we’re also referring to trends in use and ingredients. If your product has been researched scientifically, has ingredients that are currently popular, or addresses a problem that men might not have realized was easily correctable (or that it’s even a problem), you’ll want to exploit it. Of course, fashion trends are often unavoidable in the context of beauty products. If the use of your product is mainly dependent upon a current trend, you should make that evident in the package design. The interesting thing about today’s male fashion and grooming trends is that they often reference trends from the 1920s—haircuts in particular. Grooming products that aid in achieving a popular look should reference that ability in their package design. For instance, barber poles, 1920s graphics, and Art Deco references all communicate the Jazz Age aesthetic. Men care more about product packaging in beauty and grooming products than women do, as they are less likely to buy a product packaged in a way that can be construed as “feminine,” regardless of how much they might like the product itself. You’ve got an excellent opportunity to make your product appeal to a group that is notoriously difficult to impress. Find a way to make your package design taste like bacon and double as a gaming system, and you’ll be sitting on a goldmine. ## Data-driven packaging design to uplift your sales performance. Win at retail with [data-driven packaging that turns heads](http://www.smashbrand.com) and lifts sales. As a packaging design firm, we don’t guess. We test, optimize, and guarantee results. From shelf impact to purchase intent, we make every word on your pack work harder. Let’s build packaging that performs. **Categories:** Design --- ### [Give Your Brand a Refresh By Insulting the Public?](https://www.smashbrand.com/articles/give-your-brand-a-refresh-by-insulting-the-public/) **Published:** March 1, 2016 **Author:** Kevin Smith **Content:** ***Have you caused an uproar with your scandalous marketing? If so, will aggressively defending it yield dividends?*** Sometimes your business needs a [brand refresh](https://www.smashbrand.com/articles/brand-refresh/) after an unfortunate series of events. Everyone makes mistakes. At some point, even the most well-intentioned amongst us will utter a phrase or a joke that some incredibly sensitive souls might consider ill-advised or even Hitler-ish. When this happens, you have three choices: 1. Ignore it, and pretend absolutely nothing happened. 2. Apologize profusely and begin a lengthy process of public groveling. 3. Become offended yourself, and loudly insist that your views are valid, and that all those who criticize them are humorless idiots. ## Yes, there is a right and wrong choice. The brand Protein World, which had never been heard of before April 2015, released a fairly innocuous advertisement featuring a standard bikini model, asking viewers if they were “bikini ready.” Now, we would have thought that the vast majority of people wouldn’t give the ad a second thought. And they didn’t. However, a small but highly vocal minority declared that they were profoundly offended by the blatant “body shaming” and went on a campaign to get the ads removed. Now, in response to the backlash, Protein World opted for defense strategy option 3 – antagonizing critics at every possible turn. It might have gained them some notoriety and sales for the time being, but is this strategy sustainable? Probably not. The social media comments made by the company made them seem not merely callous, but [downright mean-spirited](http://www.adweek.com/adfreak/meet-british-brand-gleefully-hates-fatties-and-their-sympathizers-164339). Using such hashtags as #getagrip and #winning, they asked why they should make the protestors’ insecurities “their problem,” and accused them of being a nation of “sympathizers for fatties.” Ouch. However knee-jerk the public might have found the protestors’ response to be, Protein World didn’t exactly come out smelling like roses. It’s one thing to say that they stand by their ad and that it accurately represents what the brand is about. It’s one thing to sneer at the public and start bullying detractors blatantly. It makes the company seem infantile. ## No such thing as bad publicity? But what about the spike in revenue? Didn’t the response help the company? Maybe, maybe not. That spike would have likely occurred anyway, since the advertisements were not only objected to but also widely violated. People began to paste their protests over the offending posters, causing the rest of the public to wonder, “What’s the big deal?” The answer is: nothing. And it generally doesn’t take long for the public to realize it. This is the exact sort of thing that causes a freedom-loving citizenry to get quite riled up, particularly Americans (even though this is a British campaign). The ad itself is probably the least interesting thing about this whole fracas. It’s nothing we haven’t seen before, and nothing we won’t continue to see. Nevertheless, occasionally even the most unworthy subjects touch a nerve. When such a vast and largely unwarranted backlash occurs, sometimes the best course is for the brand to remain as bland as possible and observe how it plays out. Sometimes the public does the work for you. After all, the highly vocal critics were advocating censorship of the ads for an imagined slight. However, the Protein World response shifted the focus away from the proposed censorship and squarely onto their inability to handle criticism well. ## The short vs. long term What many brands, particularly young brands, often fail to recognize is that they should be looking to the long term. Momentary controversy can be great for this quarter’s sales, but it’s the reaction to the controversy that solidifies the brand’s identity in the public’s mind. We’re sure that Protein World has done its share of brand research, but it probably wasn’t as finessed as it could have been. Consumers will likely forget that the bikini model made them feel self-conscious about their bodies. Still, they’ll remember that the brand went out of its way to exacerbate their feelings. The public must trust you, and the way you present your brand is crucial. In this case, Protein World actively made themselves appear as though their chief concern wasn’t providing a healthy and valuable product to the public, but [maintaining a juvenile image](https://www.cosmopolitan.com/uk/body/news/a35280/protein-world-responds-beach-body-ad-backlash-twitter/). **Categories:** Design --- ### [Gen Alpha Packaging Design: How To Target The Younger Generation.](https://www.smashbrand.com/articles/gen-alpha-packaging-design/) **Published:** January 9, 2023 **Author:** Kevin Smith **Content:** Staying on top of trends is only the start to outperforming your retail competitors. To win on retail shelves, you must understand the nuances of your target demographic and how to reach them with your product packaging. This article will discuss gen alpha packaging design, helping you understand what your package must accomplish to convert this sustainability-conscious and socially aware audience. From design to messaging, let’s learn how to create attractive packaging that resonates with the alpha generation. ## Why Gen Alpha Matters The saying “start ’em young” applies to every generation but is especially true for Gen Alphas. One study suggests that [preschoolers are already aware of and influenced by brand names.](https://slate.com/human-interest/2010/04/study-shows-that-preschoolers-can-recognize-brand-names.html) This shouldn’t come as a surprise considering the popularity of games such as Roblox, which are flooded with big-name branding. Whether you’re a new brand targeting the gen alpha crowd or an existing brand whose millennial or Gen Z consumer has outgrown their product, these consumers impact your bottom line. The “homeland generation” is a consumer set born between 2010 and 2025. Gen a is the first generation to grow up with digital technology at their fingertips. Unless you’re selling exclusively to baby boomers more interested in medical alert systems, you need to welcome Gen Alpha with open arms. These digital natives are not bound to their local community for awareness and influence. Since their inception, they have been the target of relentless marketing, pushing an agenda of societal issues. They are also the first who are unwilling to accept anything less than a personalized product purchasing approach.  The influence of today’s Gen Alpha packaging design can be directly related to these four technological advances. ### Importance of packaging design For Generational segments CPG brands faced distinct challenges from today’s makers of consumer packaged goods. Now, instead of producing faster and cheaper products, brands must learn how to optimize for the following: 1. **Increased Product Appeal:** Understand a specific generation’s values, preferences, and behaviors. To stand out on retail shelves, a packaging design can no longer hold a mass appeal but take dead aim at the generation most likely to buy your product. Generational targeting is the most efficient way to spread your brand’s message and spreads it to other generations over time. 2. **Greater Customer Loyalty:** The most dependable way to create a message worth sharing is by aligning with the consumer’s values and interests. Consumer alignment fosters greater customer loyalty, which encourages more repeat purchases. 3. **Enhanced brand positioning:** Targeting a specific demographic encourages stronger brand positioning, helping to differentiate your product from its competitors. ## Characteristics of Gen Alpha Generation Alpha’s early technology adoption makes them a more educated consumer audience. The good news is that the alpha generation is less likely to be “tricked” by brands making false promises or glorified claims. Gen A has deemed that honesty, transparency, and consistency are necessary traits in themselves and the brands from whom they purchase products. The gen alpha population, closer to the 2010 inception, is already [showing their increased desire for entrepreneurship](https://csufentrepreneurship.com/generation-alpha-will-they-be-entrepreneurs/) and professional development. This trend is likely to continue and will be influential in shaping our society and economy. With this in mind, CPG brands should consider these two differentiating factors separating Gen alpha from other generations.  Access To Information & Personalized Learning Environments Opens The Doors For Gen Alpha To Be The Most Innovative Generation. Gen Alpha will look for CPG brands that match their level of innovation. ### Deeper Understandings When researching products or validating their purchasing decisions, these digital natives look to the internet or virtual world for product information. As digital technology continues to evolve, [gen alpha shoppers will begin their purchasing influence through their phone, watch, or aspects of web 3 such as augmented reality](https://www.smashbrand.com/articles/cpg-in-web-3-0/). ### Driven By Experience Gen alpha will expect more from products than consumption or use. With AI increasingly assuming cognitive demands previously held by human minds, the alpha generation will engage with brands through experiences such as virtual reality. ## How Gen Alpha Differs From Other Generations Gen alpha may be the first generation whose social awareness of sustainability, social justice, and environmental impact have a purchase interest aligning with [on-shelf purchase intent](https://www.smashbrand.com/articles/why-purchase-intent-is-the-most-important-metric-for-cpg-brands/). When this happens, brands must understand consumers’ expectations for their products. They can no longer say, “look at my mediocre social progress,” and will need to find other ways to differentiate their brand in the consumer’s eyes. Gen alpha is the most innovative generation and wants to support brands creating and contributing to the world around them. Inviting this younger generation into product development and placement are a few ways to integrate their enthusiasm for innovation into your [brand strategy](https://www.smashbrand.com/strategy/). With access to people across the globe, Gen Alpha is also the most diverse generation to date. From a young age, these consumers experience cultural influences beyond frequenting the local ethnic restaurant down the street. This “worldly view” shapes their values, beliefs, and behaviors differently than previous generations. ## Gen Alpha Purchasing Decisions Across generations, purchasing decisions don’t change entirely. There are certainly millennials and Gen X consumers who care about the environment and social causes. But each segment of the consumer market holds a scale weighing these purchasing decisions differently. Access and age demographics influence Gen alpha purchasing decisions differently than previous generations causing the scale to lean less on “low prices” and more on “connection and impact.” Key factors influencing the purchasing decisions of Gen Alpha shoppers include: - **Sustainable packaging:** There’s hope for our future generations. We expect Gen Alpha to be the generation most strongly emphasizing sustainability and environmental consciousness. Gen A consumers are more likely to purchase a product based on naturally sourced environmentally friendly packaging safely obtained and returned to the planet. - **Plant-based ingredients:** With consumers becoming more health conscious and innovation happening faster than ever, this generation will normalize plant-based consumption as a more natural (and healthy) option. - **Personalization:** Brands seeking a premium rejoice! Gen Alpha shoppers are willing to spend more money to support their values and beliefs. To align, [premium product pricing](https://www.smashbrand.com/articles/premium-packaging-design/) requires brands to commit to positive global impact. - **Parental & Child Influence:** A positive of this generation is the yin and yang influence between the millennial parent and their Gen Alpha child. Whether it’s kids with the front of their shirts tucked in or Gen z parents lip singing on TikTok, there is integration between the parent and their child. The duality of influence affirms the need to target parents who make the final purchase decision. ## Packaging design Testing for Gen Alpha Consumers With the demand for product differentiation and meeting category acceptance, consumer testing is more important than ever. You might assume vibrant and bold colors is the right move, but you’d be wrong. [Package design testing](https://www.smashbrand.com/testing/) determines the most critical design elements and messages on your packaging. What doesn’t fit on the package may be better served as bullet benefits for your ecommerce store or online experience with or without [smart packaging](https://www.smashbrand.com/articles/smart-packaging/). ## Gen Alpha Packaging Design Case studies To illustrate these points, let’s look at two case studies: a successful [cosmetic packaging design](https://www.smashbrand.com/articles/how-to-create-cosmetic-package-design-that-can-compete-on-the-store-shelf/) and a [food packaging design](https://www.smashbrand.com/articles/food-packaging-design/). Our first example is [808 dude](https://www.808dude.com/), which sells a line of vegan, plant-based skincare products. Their packaging design effectively targets Gen Alpha by featuring bright, bold colors and a modern design, incorporating eco-friendly materials and messaging about their sustainability efforts. This [skincare packaging design](https://www.smashbrand.com/articles/skincare-packaging-design/) speaks to the values and interests of Gen Alpha, and with the right marketing strategy, 808 Dude will continue to grow in popularity. --- The next example is [This Saves Lives](https://thissaveslives.com/), which features a line of kid snacks anyone can enjoy. Their [kid-friendly packaging design](https://www.smashbrand.com/articles/packaging-design-for-kids/) features their company branding, a three-word mission statement acting as a purchase driver. This CPG brand has decided to leave out the product’s many sustainable and healthy aspects to let the most impactful purchase driver shine. [This packaging design targets both the millennial mother and the Gen Alpha child](https://www.smashbrand.com/articles/package-design-for-moms/). With enough shelf presence, we expect this bar to have rockin’ revenues. --- ## Conclusion In conclusion, understanding and targeting specific demographics is vital in effective packaging design. For Gen Alpha, packaging design incorporating vibrant colors, technology and interactive elements, sustainability, and personalization can be highly effective in driving sales. By keeping these considerations in mind, businesses can effectively market to Gen Alpha and stand out in a crowded marketplace. ## Packaging Design Guaranteed To Perform. Are you ready to build a best-selling brand? [Our full-stack package design process](http://www.smashbrand.com) guarantees shelf performance; whether it’s a new product, brand extension, or packaging redesign, we can help. The data collected through our package design testing ensures that you exceed the retailer’s slot revenue expectations. Book a time to speak with our packaging design agency. **Categories:** Strategy, Design --- ### [Eye for an Eye Part 1 – Dealing with Brand Thieves](https://www.smashbrand.com/articles/eye-for-an-eye-part-1-dealing-with-brand-thieves/) **Published:** September 22, 2014 **Author:** Michael Keplinger **Content:** How do you deal with someone who steals your brand identity? *Roundhouse kick, uppercut, jab, right cross, left hook*. But that’s only if the thief is standing right in front of you. If it is an anonymous little Internet weasel, you’ll need a different strategy. Different-sized organizations handle brand identity theft in different ways. If you’re a huge, global brand, naturally, you have a firewall of attorneys on retainer that you refuse to feed and keep chained to mahogany conference tables until you catch a whiff of brand theft, at which time you release them to tear the financial entrails from the corpses of the offenders. But what do you do if you’re just a small fry? ## Trademark Your Baby Hopefully, you would have trademarked your brand, which will afford you some protection against unscrupulous thievery. Don’t be shy about trademarking multiple aspects of your brand and product line — hey, “jelly cheeseburgers” briefly seemed like a good idea to someone. Diligence with regard to trademarking your brand is crucial. You can’t necessarily predict what element will catch on with the public over time — sometimes it turns out to be something that you didn’t necessarily coin, but which was undeniably the result of an association with your brand. For example, “tweet” wasn’t always owned by Twitter, but was originally trademarked by a developer in 2008. Moreover, it wasn’t something that Twitter’s marketing and development team created — it was born from somewhere within the legion of users. Twitter ultimately won the trademark in 2011, but it might slip from the social media giant’s fingers anyway, since [it has entered into the lexicon as a verb](https://www.usatoday.com/story/tech/2013/10/04/is-twitters-tweet-trademark-at-risk/2923269/). Brand terms and product names that enter into general use can fall into the public domain, and can furthermore occasionally exist long after the product has died. *Fun fact: Did you know that heroin was originally the trademarked name of a 19th century product that was used to wean drug addicts off of morphine? Well… it worked.* ## How to Identify Brand Theft Google alert! (Or if one of your eagle-eyed social media interns spots the larceny.) While Google alert won’t be able to really help you in the case of logo design theft, if you receive an alert when your brand name or trademarked tag line has been hijacked and molested, you can address it quickly and with relatively little damage to your own bottom line. Notice we recommended that you address the problem of your stolen brand identity quickly. Granted, this can be difficult to do when it’s your logo that’s been snatched (particularly if you haven’t registered or trademarked it), but failing to keep on top of your brand identifiers can lead to heaps ‘o legal trouble. You can search the [United States Patent and Trademark Office](http://uspto.gov) website to check if your logo has already been trademarked. Of course, it takes a bit of time to search. Every. Single. Variation. If you are concerned that your logo, or similar incarnations of the logo you designed, might be in use elsewhere but not trademarked, you can check out the site [LogoLounge.com](https://www.logolounge.com/) and search through the hundreds and thousands of existing logos they have in their database. ## When a stolen brand logo… ain’t so bad! Occasionally, a stolen (or inadvertently appropriated) logo design can bring design flaws to light. In the case of Airbnb and Automation Anywhere, not only was there a kind of completely accidental hijacking of Automation Anywhere’s original logo design, but the original design was \[ahem\] not great. (Many articles pointed out that it is quite similar to an immature rendering of a certain part of the anatomy.) The fact that the incident was spotted by several amused bloggers might have caused both organizations to reevaluate their logo choice, and both companies issued a statement that they were in the process of modifying their individual logos. That way, they both ended up with a better logo anyhow. Also, both companies got quite a bit of free publicity. So, all’s well that ends well. But wait, what if my brand was already stolen and the thieves ran my brand identity completely into the ground, or worse, became successful beyond my wildest dreams and have infinitely superior lawyers? Fear not; we’ll address that in our next installment. **Categories:** Design --- ### [Don’t Make My Computer Look Like a $5 Brown Bag Special.](https://www.smashbrand.com/articles/dont-make-my-computer-look-like-a-5-brown-bag-special/) **Published:** February 19, 2014 **Author:** Kevin Smith **Content:** Why is the packaging for oversized luxury items so unbelievably dull? Honestly, it’s almost as though the manufacturers *want* their boxes to be used as the foundations for dog beds and makeshift shelters for the homeless. We’re kidding. No matter how sublimely extravagant a large appliance or computer is, no one keeps the boxes for any reason other than the possibility of returning the product or unchecked hoarding behavior. A person may leave the occasional Gucci shopping bag or Remy Martin 1738 Accord Royal box lying around, but no one will be impressed by a house full of Apple displays or Dell computer boxes. However, does this mean that large item packaging should be neglected completely? Of course not! Giving high-end products high-end packaging design only gives the product luxury appeal. It makes the contents seem stylish and vital rather than just utilitarian. Apart from ensuring that the product doesn’t shatter or melt during transport, customer appeal is the primary goal of any respectable packaging designer, regardless of the product’s size or the likelihood that the customer will see the package before making a purchase. ## Large Appliance Packaging The Ugly Stepchild of the Packaging Design World Computer packaging – or any big electronics packaging, for that matter is unique to high-end packaging design in that it isn’t heavily relied upon to sell the product. We don’t buy televisions or stereo systems based solely on the packaging we see on store shelves, simply because we mainly don’t know the packaging on the store shelves — we see the display products themselves. The customers only see the packages after the purchased electronics are loaded into our vehicles. (Except, of course, on Black Friday, but then the customers aren’t exactly casually perusing all of the details of the $99 touchscreen laptop, are they?) Naturally, just because the consumer isn’t relying on packaging design to make their final purchasing decision doesn’t mean the packaging shouldn’t be tidy. Once the customer has had the chance to thoroughly scrutinize the packaging concept, you want them to be nonetheless dazzled or at least impressed by the design. That High-Def LCD TV cost $1,200! Come on, at least *try* to make your consumer feel that their money was well spent. Of course, slightly smaller electronics could easily benefit from quality packaging design. If your gaming console is sitting next to an Xbox system, you don’t want your packaging to seem wholly inferior, do you? No! You want that parent unversed in the importance of electronics branding and the entire pre-adolescent social structure built upon owning the newest Xbox incarnation — to see your gaming console package and think, “This seems every bit as good as the more-expensive Xbox system! Little Timmy will love it!” He won’t, of course, but if your excellent packaging has convinced the parent otherwise, the package has done its job. Having a crisp and well-considered package will also do wonders to alleviate big-ticket item buyer’s remorse, by the way. ## Eco-Friendly Computer Packaging Of course, the iMac is the holy grail of high-end computer packaging design, and it’s still relatively sparse. It follows the same template for all Apple product packaging: a white box, sparse graphics, a vast and crystal-clear photo of the product, and a bold-as-brass logo. Oh, so clean; oh, so impressive. But Dell has entered the packaging design game by employing “Green” computer packaging processes. Their packaging materials have been reduced by 12 percent since 2008, and they use only recycled or eco-friendly cushioning materials and inserts. Dell has also adopted “mushroom technology” as an alternative to petroleum-based packaging for heavy items, such as whole desktops and servers. Since the world isn’t yet clamoring for wildly new computer packaging structures (dome-shaped boxes! Transparent Plexiglass computer enclosures!), the layout of the graphics of the packaging, as well as the quality of the packaging materials themselves, must be stellar. This applies to almost any packaging that would otherwise be in a bland box, devoid of any thought. Instead, have your [packaging design company](https://www.smashbrand.com/) create a unique look that stands out and makes the person feel like he got his hands on something special. Using environmentally responsible packaging and superfly graphics will give the product a stateliness that wouldn’t otherwise be achieved. Prestige products sell an image, and you want that brand image to be multi-dimensional. In summary, high-end packaging design for large electronic items shouldn’t be an afterthought, even if the packages aren’t widely seen. A sleek, sophisticated, and eco-friendly package will set the brand and product apart from all the other appliances in the Best Buy fulfillment center. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development company](https://www.smashbrand.com/development/) for FMCG and CPG brands. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Don't Be Like Jimmy - Don't Crowdsource Designs.](https://www.smashbrand.com/articles/dont-be-like-jimmy-dont-crowdsource-designs/) **Published:** December 15, 2012 **Author:** Kevin Smith **Content:** Gather ‘round and I’ll tell you a story about a man named James; a middle-aged, emotionally bankrupt man who only cares about finding a great deal. James is the owner of a medium-sized business, and although not entirely respected, he was at least thought to possess some aesthetic judgment. He did manage to dress himself every day, after all. One day, he discovered a crowdsourcing design website called 99terribledesigns.com and realized it could save his company a significant amount of money. Poor James. His marketing team wanted to rebrand their image, so he directed them to run a logo design contest at the crowdsourcing design website he found. He loved the idea that 99terribledesigns.com would sponsor and provide administrative support for a logo design competition between a legion of designers of questionable origin and limited skill for only 250 bucks. The submissions were a dubious lot, but James, who couldn’t tell the difference, felt he had gotten the bargain of his life. Imagine, logos galore—and he only had to pay for one of them! James’s marketing team was horrified by the choices. None of the designers knew anything about their company culture or the demographic they wanted to serve, nor did they particularly care. Many designers threw together a design without giving it much thought, because there was a 1 in 50 chance that the work would even be selected. The winning design that James picked fused a hammer, sickle, and what appeared to be a fertility doll in an unsavory union. James used the term “make it awesome” on the intake form he submitted to describe his dream logo. Sweet! James’s new allegiance with crowdsourcing design work was a source of contention for his marketing team. They preferred to work with designers who take the time to understand their company directly. Designers with a high talent level and one-to-one communications. They wanted to review their portfolios, verify their credentials, and be reasonably sure that they were capable of transforming the company’s ideals into an aesthetically pleasing yet evocative logo. They wanted to convey strength, elegance, and cultural diversity. What they most certainly didn’t like was a logo that would make potential clients say in unison, “What the…?” Crowdsourcing offers a plethora of designs from a legion of mediocre designers who submit their work, knowing that there is a reasonably high likelihood that their submission will neither be chosen nor paid for. To some people, it might be the perfect method for outsourcing your design work. The terms “competition” and “contest” conjure up images of healthy and vigorous capitalism. It’s a contest! Open to all! In your head, it’s a pool of designers creating notebooks full of sketches and amazing logo concept work for your company or brand. Unfortunately, that’s just in your head. Crowdsourcing design work devalues the work of the designers and fails to raise the profile of the companies. Small to medium-sized businesses almost always suffer from crowdsourcing, since designers have no idea about the company’s goals, and the talent level of designers is usually very “green” to say the least. Submissions are often of poor quality because the prize stakes are considerably lower, both in terms of monetary value and prestige. And the designers? Designers find themselves in an increasingly unstable economic industry, often entering fruitless contests for a corporate culture that no longer truly respects their work. So what happened to James? Well, the launch of the new brand image didn’t attract new clients. James lost substantial revenue that quarter and nursed a team of upset marketing employees who harbored a grudge against crowdsourced design and fertility dolls for the rest of their lives. Don’t be like James, don’t crowdsource your design work. It’s like playing the lottery; you’re probably not going to win. ## Data-Driven Brand Development Want a best-selling brand? We can help! SmashBrand is a data-driven brand development and packaging design company specializing in FMCG and CPG products. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a [packaging that converts on shelves](https://www.smashbrand.com/). [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Designing the Perfect Package - No, Not 36-24-36](https://www.smashbrand.com/articles/designing-the-perfect-package-no-not-36-24-36/) **Published:** March 19, 2013 **Author:** Kevin Smith **Content:** Even though design company brain trusts are tearing out their dwindling tufts of hair trying to think of packaging concepts that “leap outside the box,” (ha!) there are still packaging rules which must be observed. Example: 1\. Packages containing liquids must be hollow. 2\. Packages containing products marketed to hipsters must be ironic. 3\. Packages containing cats must have air holes. And so on. Even though we feel as though we must, for the sake of our egos, try to reinvent the wheel and develop the most mind-bogglingly futuristic and technologically advanced packaging, it’s more important to keep it clean, streamlined and only marginally larger than the product it contains (this rule isn’t infallible, but more on that later). Dimensions are package characteristics that often get lost in the glamorous shuffle of the design process, but the dimensions of your package could affect the rate at which your product sells. ## **Package Size** Generally, the size of the product should dictate the amount of packaging required. However, for very small items, like SIM cards, flash drives or memory cards, the packages are typically about 1000 percent bigger than the size of the product itself. Why? Because you can’t wrap a square-inch memory card in an individual Starburst-like wrapper. The packaging must provide a measure of protection for the product against damage that could reasonably occur during transportation. Additionally, for micro-items, the packaging must be substantial enough to guard against the product getting lost. Also, there’s all that legally required labeling for warnings and instructions and such. Nevertheless, package size is constantly evolving; we might not often think that we are designing superfluous packaging, but remember CD packages from the late 80s and early 90s? Inexplicably, music companies decided that CDs must be encased in 18 x 6-inch boxes. Once some genius packaging designer decided that there was no reason for CD cases to exceed 5 x 5 inches, we’ve never looked back. ## **Package Dimensions and How Measurements Affect Design** The dimensions of your package are different from the size of your package. The dimensions indicate whether or not your 16-oz sports drink bottle, for example, can fit into a cup holder or not. As we’ve said, the package dimensions can affect the sales of your product. If the dimensions make the product difficult to hold, use, or store, then sales will suffer. Moreover, the package dimensions can affect how the design of the label and the logo is displayed, and how easily they can be read. The measurements of the package must be solidified before the design can take place; if the packaging is for a food product or any consumable, there are USDA and FDA guidelines to contend with (space for nutritional labels and other legally required notations). You may have to include space for barcodes (or QR codes, if you’re feeling particularly creative). If the product is pressurized and must be shipped to wildly varying climates, that must be taken into account. ## **Design Affects Measurements** [CPG packaging design](https://www.smashbrand.com/articles/cpg-packaging-design/) isn’t all about creating the next squeeze bottle; there are extremely un-sexy factors to be considered. For example, how many units can you reasonably fit into a shipping pallet? Your design may be super-cool, but if it is so awkwardly shaped that you can only wedge 10 items into a box, your client will be wasting a whole lot of money transporting the product to retailers. Also, what is the space allotment between retailer display shelves? Is your beverage bottle so tall that it can only be displayed on the highest shelf, significantly outside of most shoppers’ eye lines? Who is it marketed towards, then? Shaquille O’Neil? So, what have we learned? We learned that package dimensions require quite a bit of consideration. We learned that the original designers of [CD](https://www.google.com/search?q=CD+packaging&rlz=1C1CHBF_enPK1019PK1019&oq=CD+packaging&aqs=chrome..69i57.174j0j9&sourceid=chrome&ie=UTF-8) packaging were hacks. We learned that we must yield to the almighty FDA and USDA before we even think of committing to package size and dimensions. Finally, we learned that if you want to design a fashionably tall beverage bottle, then for your sake, we hope that Shaquille O’Neil purchases, literally, all of them. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies that makes [data-backed packaging decisions](https://www.smashbrand.com/). From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [How Data-Driven Package Design Mitigates The Risks of Rebranding and Boosts ROI.](https://www.smashbrand.com/articles/data-driven-cpg-package-design-boost-roi/) **Published:** November 6, 2024 **Author:** Jason Vaught **Content:** Rebranding always comes with risks, especially when updating your CPG packaging. Making the wrong moves could lose you brand equity, confuse your customers, and ultimately negatively impact your bottom line. However, there are also risks associated with maintaining your CPG brand and packaging in the same way. When the market tells you it’s time for a change, failing to take action could result in being outpaced by your competition in big and small ways. With so much at stake, how can you avoid making a costly mistake that takes your brand in the wrong direction while also overcoming the analysis paralysis that tempts you to do nothing? Here’s how you can *ensure* your rebrand delivers the ROI you need. ## When to Refresh or Rebrand Your CPG Packaging Although [a rebrand may encompass more than ](https://www.smashbrand.com/articles/rebranding/)[just product packaging adjustments](https://www.smashbrand.com/articles/rebranding/), the CPG pack plays a crucial role in determining the success of your rebrand. Further, many of the signs that it’s time for a rebrand can be traced back to your current pack. After all, your package is not just a vessel for your product — it’s your brand’s most powerful ambassador on the shelf. It’s the only branded asset or advertising collateral that *every single customer sees and touches.* And when a CPG pack remains unchanged for too long, it can lead to a cascade of negative consequences: - Loss of a competitive edge as rivals launch fresh, eye-catching designs - Missed opportunities to highlight product improvements or reformulations - Failure to adapt to new retail environments or shopping channels - Inability to justify price changes without visual updates - Gradual decline in sales volume compared to potential growth Each of these factors contributes to a steady decline in market share. You’re left to watch your brand fade into the background while more dynamic competitors steal the spotlight and your customers. That’s why it’s critical to pay close attention to the key moments that warrant a packaging update: - Competitive launches - Product reformulations - Expansion into new retail channels - Significant shifts in pricing strategy - Decreased sales or not meeting target growth projections The breakneck speed of the CPG and FMCG world means that standing still is equivalent to moving backward. Your [packaging needs to evolve ](https://www.smashbrand.com/articles/cpg-fmcg-packaging-design-roi/)[in tandem with your brand](https://www.smashbrand.com/articles/cpg-fmcg-packaging-design-roi/), your product, and, most importantly, your consumers. ## The role packaging plays in protecting rebrand ROI. Nielsen reports that only [5% of redesigns actually increase the likelihood of purchase](https://www.theshelbyreport.com/2020/12/01/nielsen-bases-top-packaging-redesigns/), while 13% perform worse than their predecessors. So once you’ve decided to rebrand, you can’t afford to roll the dice and hope for the best. The good news is *you don’t have to.* Yes, getting your packaging design wrong is your most significant[ rebranding risk](https://www.smashbrand.com/articles/data-driven-cpg-package-design-boost-roi/), as it plays a crucial role in influencing consumer behavior. But conversely, getting it right is the best way to increase purchase intent and get a measurable market lift. In other words, rebranding your CPG pack is the best way to [mitigate the risks associated with rebranding](https://www.smashbrand.com/articles/risks-of-rebranding/) — but only if you do it right*.* The key is to make design decisions based on data rather than guesswork. ### Guaranteed results are possible when you know your consumers. Traditional package design often relies on creative intuition, leading to uncertain outcomes. While creativity is essential, it can’t guarantee success on its own. By contrast, [data-driven design transforms the rebranding process](https://www.smashbrand.com/articles/rebranding-package-designs/) from a risky gamble into a strategic, evidence-based endeavor. SmashBrand’s approach ensures that your packaging not only looks great but also performs at the point of sale. Effective packaging must accomplish four key objectives in the brief moments a shopper interacts with a product: 1. **Grab attention** and stand out on crowded shelves and capture the shopper’s eye. 2. **Communicate purchase drivers** by clearly conveying the key benefits and reasons to buy in the category. 3. **Create attraction** by evoking positive associations and emotional connections with the brand. 4. **Drive** **purchases** by inspiring consumers to choose your product over competitors. To accomplish these objectives, we tap into the principles of behavioral psychology, including: - **System 1 vs. System 2 thinking.** Most purchase decisions are made quickly and intuitively (System 1), rather than through deliberate reasoning (System 2) alone. We design to trigger positive System 1 responses. - **Visual hierarchy**. Optimizing the placement and prominence of key design and communication elements guides the consumer’s eye and ensures critical information is absorbed quickly. Knowing where to place design elements and key pieces of information is crucial to [reaching consumers in the necessary 5-50 seconds at the shelf](https://www.smashbrand.com/articles/packaging-design-the-last-10-seconds-of-your-marketing/). - **Emotional impact**. Designs should evoke specific emotions that align with your brand’s positioning and resonate with target consumers. It’s about reaching the heart, not just the head. - **Choice architecture**. No product lives in a vacuum. To grab attention, consider how packaging influences decision-making within the context of the entire product category. Understanding these consumer behavior influencers is a fundamental part of designing CPG packs that win. And testing against these elements is the secret sauce that enables SmashBrand to guarantee results. ### Testing: The foundation of data-driven package design. The heart of SmashBrand’s methodology is [our iterative design process](https://www.smashbrand.com/). Rather than presenting a single, finished concept to clients, we develop multiple design directions and refine them based on continuous feedback and testing. This mitigates risk by identifying potential issues early and addressing them proactively, rather than discovering them post-launch when the stakes are much higher. Our testing process includes: - **Category Baseline Testing**. This involves evaluating your current packaging against key category purchase drivers and competitors within the competitive landscape to identify key growth opportunities. - **Design Diagnostic Testing.** Through in-depth analysis of selected concepts, we examine their strengths and weaknesses, identifying areas for improvement and optimization. - **Pack Words Claims Testing**. This type of testing is designed to measure the relative importance and impact of different front-of-pack claims. The goal is to develop a messaging hierarchy that maximizes consumer appeal and drives purchase decisions. - **Purchase Intent Testing**. At this stage, we simulate a retail environment to assess how the design performs compared to its competitors on the shelf, determining the likelihood of consumers making a purchase. - **And more**. ([Take a closer look at our testing process here](https://www.smashbrand.com/testing/).). This stage-gate process enables the continual refinement of designs based on consumer feedback, thereby maximizing the chances of in-market success. ## Embark on your CPG rebrand with confidence. Your CPG packaging is your brand’s most powerful asset. So if you’re seeing signs that it’s time for a rebrand or design refresh, don’t let fear of change hold you back. The opportunity to refresh, revitalize, and reimagine your packaging comes with significant benefits. However, to make your rebrand the success story you want it to be, you need a design partner that makes decisions based on data, not creative inspiration alone. With SmashBrand at your side, you can make informed decisions that mitigate risk and deliver results, ensuring your brand not only survives but thrives. [We guarantee it](https://www.smashbrand.com/about/). So [let’s talk.](https://www.smashbrand.com/contact-us/) **Categories:** Design, Strategy, Testing **Post Types:** Article --- ### [How to Elevate Performance with a Company Repositioning Strategy.](https://www.smashbrand.com/articles/company-repositioning/) **Published:** November 20, 2023 **Author:** Jason Vaught **Content:** The last decade has seen seismic shifts in everything from technology to consumer goods. Consumer preferences have evolved—trends such as health-conscious and eco-friendly choices are no longer nice to have; they are expectations. For companies, standing still is no longer an option. Strategic company repositioning is critical to adapting to these changes, ensuring that brands remain relevant and competitive in an increasingly demanding market. [Brand repositioning ](https://www.smashbrand.com/articles/brand-repositioning/ "A How-To Guide For Brand Repositioning.")is a powerful tool for keeping companies relevant in a rapidly evolving landscape. It isn’t just about changing the logo or tweaking messaging; it’s about fundamentally transforming how consumers perceive the brand. Companies must establish strong [brand foundations](https://www.smashbrand.com/articles/brand-foundations/) to achieve successful brand repositioning. This guide will teach you how to build a successful company repositioning strategy. You will also learn about various company repositioning strategies and how to implement them while avoiding the common pitfalls. So read on to learn more! ## When and why do companies consider repositioning? Companies consider repositioning when their current brand, product, or strategy no longer aligns with market realities or business goals. Effective [repositioning strategies](https://www.smashbrand.com/articles/brand-repositioning-strategy/ "How To Create A Brand Repositioning Strategy.") often hinge on a thorough understanding of changing conditions, consumer preferences, and competitive dynamics, all anchored in a solid brand repositioning strategy. Here are some of the most common drivers behind product repositioning and brand identity shifts: ### Changing market dynamics. Shifts in economic landscapes, technological innovations, and emerging trends frequently demand a reassessment of a company’s marketing strategy. For instance, inflation or economic downturns can influence consumer purchasing power, necessitating a more value-driven or premium approach to remain competitive. Similarly, innovation disrupts industries, compelling brands to evolve to stay relevant. Companies may emphasize digital-first solutions or integrate cutting-edge features. Lastly, sustainability and ethical production are prime examples of consumer demands that can redefine a brand’s personality. At SmashBrand, we leverage [market mapping](https://www.smashbrand.com/articles/market-mapping/ "Strategic Market Mapping For Impactful Brand Development.") to map the latest trends against consumer needs, ensuring that repositioning decisions are data-driven and consumer-validated. ### Competitive pressures. Disruptive business models, market saturation, or the rise of nimble competitors can erode market share. Brands often reposition to: - Differentiate in a crowded market. - Counteract competitors with unique value propositions. - Leverage tangible repositioning strategies, such as packaging updates or highlighting underutilized strengths. Through proprietary testing methodologies and making [data-backed packaging decisions](https://www.smashbrand.com/), SmashBrand eliminates subjectivity and validates repositioning with real-world shoppers’ insights. We ensure the refreshed brand identity holds firm against competitors. ### Organizational growth or evolution. Internal changes—like mergers, acquisitions, or leadership shifts—can redefine a company’s goals, requiring a new brand repositioning strategy to reflect its new direction. A merger might require a unified brand personality. Growth in new markets may sometimes call for cultural or regional positioning adjustments. ### Adapting to consumer trends and expectations. Sustainability, digital convenience, and transparency are increasingly shaping consumer values. [Brand repositioning in marketing](https://www.smashbrand.com/articles/brand-repositioning-in-marketing/ "Driving Growth Through Brand Repositioning In Marketing Strategy.") resonates with these priorities and enhances relevance and loyalty. For instance, eco-friendly initiatives, simplifying digital touchpoints, or emphasizing ethically sourced materials. Our marketing strategy begins and ends with the consumer. By embedding their feedback into our [testing ](https://www.smashbrand.com/category/packaging-testing/ "Testing")and design iterations, we craft tangible repositioning strategies that align with current expectations while maintaining authenticity. ## Types of company repositioning. Various company repositioning strategies adapt a brand to evolving markets, consumer expectations, and competitive pressures. Here’s a breakdown of the main types of repositioning: ### Product-based repositioning. This strategy involves enhancing product attributes—quality, features, or packaging—to meet changing market demands. For instance, Quest Nutrition expanded the protein snack category by launching protein chips, turning a non-functional snack into a high-protein alternative. This move leveraged consumer interest in functional foods to redefine the product’s appeal. **Impact:** [Product-based repositioning](https://www.smashbrand.com/articles/product-repositioning/ "SmashBrand’s Guide to Strategic Product Repositioning.") targets customer perception by meeting demand for health-focused options while maintaining brand relevance. ### Market-based repositioning. Companies adjust their target market or explore new segments to capture untapped opportunities. For instance, Dole’s Fruitify juice line entered the health-conscious segment with products enhanced by turmeric and coconut water, appealing to consumers seeking functional nutrition. **Impact:** By leveraging a clear repositioning strategy, Dole reached new demographics by prioritizing health and wellness, enhancing its brand perception. ### Value proposition shift. In this strategy, brands significantly enhance their promise to consumers by prioritizing affordability, premium quality, and sustainability. Take Nestlé, for instance; they have successfully launched new premium blends of Nescafé in eco-friendly packaging, effectively attracting customers who desire both sustainability and an exceptional coffee experience. **Impact:** The company successfully transitioned to a new brand positioning, improving its resonance with environmentally conscious consumers. ### Organizational repositioning. Organizational repositioning strategy focuses on altering the company’s culture, vision, or operational focus to better resonate with employees and consumers. For example, PepsiCo expanded its commitment to sustainability by reducing sugar in beverages and using more [sustainable packaging](https://www.smashbrand.com/articles/reduce-reuse-recycle-and-save/ "Sustainable Packaging: Reduce, Reuse, Recycle, and Save.") across its portfolio. **Impact:** Organizational repositioning creates a cohesive message that enhances trust and reinforces customers’ perceptions of the company’s values. ## Critical steps in a company repositioning strategy. Repositioning a company requires a structured approach to ensure alignment with market needs, improve brand perception, and enhance brand equity. Here are the critical steps in a successful repositioning strategy: ### Conduct a comprehensive market and internal audit. Before initiating changes, it’s essential to assess the company’s current brand positioning. Analyze market trends, competitors, and customer perception to identify gaps or opportunities. Retail audit services and [consumer insights](https://scientiamreearch.org/index.php/ijcsis/article/view/71) are valuable for pinpointing what resonates or falls short with the target market. Evaluate internal strengths, weaknesses, and organizational alignment with brand values. ### Define clear objectives and target audience. Set measurable goals to guide the repositioning, such as capturing a [new brand positioning](https://www.smashbrand.com/articles/brand-positioning/ "The Ultimate Guide to Brand Positioning.") to target emerging demographics. Other goals include enhancing brand awareness or expanding market share in niche segments. Sometimes, a company may want to realign the brand’s identity to redefine customer perception. ### Crafting a repositioning roadmap. A comprehensive roadmap is critical for ensuring repositioning efforts are deliberate and impactful. This plan incorporates both tangible and intangible repositioning components. Tangible Adjustments include revising packaging, refining product features, or recalibrating pricing strategies to align with the new brand strategy and meet shifting consumer expectations. SmashBrand’s [market mapping service](https://www.smashbrand.com/positioning/market-mapping-services/ "Market Mapping Services") plays a pivotal role by identifying precise opportunities for optimizing these physical elements based on consumer behavior and competitive benchmarks. Intangible adjustments involve redefining brand messaging to highlight core values such as sustainability, innovation, or ethical sourcing. ### Engage stakeholders and align the organization. Repositioning requires buy-in across the company to avoid disjointed efforts. Conduct workshops or meetings to communicate goals and gather input. Ensure that all departments, from marketing to sales, are aligned with the [brand development](https://www.smashbrand.com/wp-content/uploads/2023/12/Brand-Development-Process.jpg "Brand Development Process") objectives. Take buy-ins from everyone to keep all stakeholders on the same page and avoid confusion. ### Implement changes in phases. Instead of a sudden role out, opt for gradual implementation. Why? Because gradual implementation allows for adaptation. Roll out the updated digital marketing strategy and branding elements (logos, taglines) in phases. Use market testing to evaluate customer perception and fine-tune elements before a full-scale launch. ### Measure, adapt, and optimize. Leverage key performance indicators (KPIs) like sales growth, market share, and consumer engagement to gauge the success of repositioning. Use real-time insights from consumer surveys, [social media](https://kb.osu.edu/items/67202391-c422-5946-bbb6-9e85a328ee3a) analytics, and brand management platforms to monitor the impact of repositioning. Use feedback to optimize your strategy and ensure improvements in the sustainability of your brand position. ## Challenges and risks in company repositioning. Repositioning a company is a strategic necessity in dynamic markets. Still, it comes with challenges and risks that demand careful navigation to protect the brand name, enhance brand image, and maintain customer loyalty. ### Risk of dilution. Companies risk weakening their brand name or alienating loyal customers when transforming into a new brand position. Striking the right balance between [innovation](https://www.smashbrand.com/innovation/ "Innovation") and consistency is critical to maintaining a cohesive brand image. - **Challenge:** A lifestyle brand repositioning to attract new demographics may inadvertently alienate its existing customers if the changes feel misaligned with the original ethos. - **Mitigation:** Conduct thorough market perception analyses and leverage tools like email marketing to communicate the vision to core audiences, ensuring clarity and inclusivity. ### Internal resistance. Cultural inertia and employee reluctance often hinder the successful implementation of repositioning in marketing. - **Challenge:** Employees may feel disconnected from the revised positioning or unclear how their roles fit in the new direction. - **Mitigation:** Build internal alignment by engaging teams early through workshops, feedback sessions, and consistent communication. Make employees ambassadors of the repositioned lifestyle brand to foster enthusiasm and shared purpose. ### Resource allocation and investment. Repositioning demands significant financial, operational, and time investments. Mismanagement can strain resources and impact day-to-day operations. - **Challenge:** Allocating sufficient resources without compromising ongoing projects can be difficult, particularly for smaller organizations. - **Mitigation:** Establish clear priorities and phased rollouts to balance workloads. Utilize services like SmashBrand’s market mapping to allocate investments precisely, ensuring efficient focus on areas with the highest return on investment. ### Market and consumer reception. The success of repositioning hinges on whether it resonates with the target consumer and aligns with evolving consumer behavior. - **Challenge:** Misjudging consumer expectations may result in the [repositioning in marketing](https://www.smashbrand.com/articles/brand-repositioning-in-marketing/ "Driving Growth Through Brand Repositioning In Marketing Strategy.") falling flat, eroding trust and engagement. - **Mitigation:** Continuously monitor market perception and adapt based on real-time feedback. Employ surveys, email marketing, and other tools to keep the pulse on existing customers while drawing insights from prospective ones. ## Data-driven brand repositioning for low risk and maximum reward. If you are looking for an agency that can help you define and execute new positioning that attracts more potential customers, we can help. SmashBrand is a [brand development agency](https://www.smashbrand.com/articles/brand-development/ "An Agency’s Guide To Brand Development.") for CPG brands. Our PathToPerformance™ process guarantees a performance lift. **Categories:** Positioning, Strategy --- ### [Clients Guide To Brand Identity vs. Logo](https://www.smashbrand.com/articles/clients-guide-to-brand-identity-vs-logo/) **Published:** January 10, 2013 **Author:** Kevin Smith **Content:** Whenever we hear someone use the terms “brand” and “logo” interchangeably, we shudder politely, doing our best not to be noticed. It is relatively easy for a company to change its logo (although not that easy… we’ll get into that later), but changing the brand identity requires time, self-awareness, and consumer engagement. Clients interested in modifying their brand identity should prepare themselves for the possibility that altering their logo might not be enough. Sometimes, we find the answers in a boardroom, whereas other times, ideation occurs by allowing staff to play hacky sack in the front lobby. It is the creative strategy process that develops a testable hypothesis about what levers we should pull to positively impact a brand’s identity. ## **What is a brand?** Simply put, a brand is what distinguishes one company from its competition. Numerous factors contribute to creating a brand, and many of these are not within the company’s control. A brand is an all-encompassing representation of a personal image. It fuses a company’s personality, philosophy, culture, and aesthetic into one convenient and consumer-accessible identity. However, branding is not merely a corporate phenomenon; celebrities also embrace the concept of a “brand.” (Anyone who watches a television show involving a Kardashian knows what they are going to get.) ### **Creating a Brand Personality** Going beyond a corporate identity, companies have found it increasingly profitable over the past few years to create a brand strategy that consumers find personally interesting. For example, the online shoe retailer Zappos created a brand image that went beyond the traditional corporate goal of maintaining a reputation for high-quality products and excellent service. The Zappos brand conjured an image of whimsy, humor, and fun —not only regarding the products they sell and their service — but also furthered this image by integrating it into their company culture. Their business model has created a shift in the traditional corporate belief system; it might be possible to provide outstanding customer service while simultaneously waving a freak flag and ringing a cowbell. What a company’s products and/or services mean to the public is at the core of every brand. Even though the consumer might not know exactly how their favorite sportswear company treats its employees, there are other understandings. They know the clothes are bright, flashy, and their favorite Hip-Hop artists appreciate the style. Therefore, that consumer will forever associate that sportswear company with urban funkiness. Hence, the brand identity solidifies. ## **What is a logo?** A logo is the signature of a company’s brand, a visual representation that allows consumers to identify the product’s issuer. The logo does not delineate the company name in actual lettering; it can be purely symbolic. A brand must fuse everything a company says, does, produces, and stands for into a fairly easily digestible identifier. Therefore, we cannot take the correlation between a [brand logo design](https://www.zilliondesigns.com/how-to-use-your-logo-to-amplify-your-brand-identity) and its effectiveness lightly. The ideal logo represents a company’s characteristics in an evocative yet non-literal manner. Although [rebranding](https://www.smashbrand.com/articles/rebranding/) is often used to describe a modification of the logo, redesigning takes more time. Sometimes logo alteration isn’t enough to achieve it. ### **Why Change a Company Logo?** If a company wants to overhaul its character, it must change not only its logo but also, possibly, its name, identity, market, pricing structure, and even its products and packaging. Logos can, and do, change, and they can change instantly. Companies constantly update and modify their logos to keep pace with shifting cultural trends or evolving company philosophies. Sometimes a design change is warranted, but it is better to work towards a[ timeless logo design that extends its lifespan](https://www.smashbrand.com/articles/10-commandments-for-better-logo-design/). If you look at Apple’s original logo in the mid-seventies, you would never guess what it would eventually become (it looked like a… well, it is an indescribable, total mess). Apple corrected this design disaster and has held its new logo design tight for decades. Whatever design firm you use for your logo, be sure that the designers familiarize themselves with your existing brand design, meaning that they make themselves aware of your true, nitty-gritty public perception and not just what you want your brand to be. If you are desperate to be hip and edgy but have already embraced the 55-65-year-old consumer set, you may be in for a disappointment. ## **When Brand Identity Matters** Brand identity is crucial for companies at any stage, but brands pursuing line extensions require a strong brand identity to ensure brand recall. There are many failed products because their entry into a new category lacked a visual identity that matched their better-known product. Brands often miss the mark when they attempt to match a product to a specific market. It is almost as if their brand suffers from split-personality syndrome, with different messages speaking at varying volumes. Identity confusion is a significant problem in small businesses, but it is also common in enterprise organizations. Instead, these companies can build upon their existing brand identity by identifying differentiating factors and unique selling propositions beyond their current brand voice. Whether in the graphic design or sales copy, each product must build upon the foundation set from the first entry into the market. **Brand Essence:** Whether you work with any agency or use your internal team, ensure several people understand the meaning and how to test for brand identity design. Through this process, you learn how to match your identity with the right emotions for an effective brand essence. ### **Brand Colors** Determine the colors that work best with your brand and can be consistently applied to all future products. Determine this through simulated buying experiences so that you are not subjecting your products to personnel for the final decision. ### **Brand Typography** Find a consistent font theme that you can use as a visual reference so that they understand your brand. Brand typography is the midpoint between verbal and nonverbal drivers. Your words matter, but so do the size and font style. ### **Brand Tone** What communication style best fits your message and resonates with your target audience? Shouting at a customer who dislikes loud noises is the wrong approach. Determine the correct brand tone for your brand identity. ## **Maintaining Elements During a Brand Refresh** Creating a [brand refresh](https://www.smashbrand.com/articles/brand-refresh/ "brand refresh") appears to be an opportunity to start anew, but it is more an opportunity to identify what truly matters. During a refresh, it is essential to maintain the elements that the consumer understands to be part of your brand identity. The correct approach is to remove all subjectivity from the testing process and observe potential customers as they make their decisions. Be a fly on the wall, there only to observe, if you want to understand what elements contribute to a positive brand image. There are numerous examples of where[ design changes go awry](https://www.smashbrand.com/articles/3-examples-of-packaging-redesign-gone-horribly-wrong/). Whether through brand recognition, an emotional response, or another trigger, these elements help build brand awareness among new audiences and foster loyalty among existing ones. However, a company’s identity is a crucial element of how a successful brand can stand the test of time. ## **Social Brand Identity** Whether it is through social media or in the real world, there is a brand identity that is not part of your direct marketing campaign. In the early days of Chipotle, their message spread far beyond any visual brand identity could take them. Fast, healthy, and delicious was a triad that made consumers return several times per week. The social brand identity changed when [Chipotle experienced a series of foodborne illnesses due to issues in their supply chain](https://www.eatthis.com/news-workers-reveal-reasons-behind-chipotle-food-safety-issues/). While Chipotle has done a good job of remediating this issue, a fresh approach to its brand identity must head in this upward direction. ## **Building Brand Identity With Package Design** This article is relevant to any organization, but it needs to be heard loud and clear by CPG companies. Consumer packaged goods cannot track their brand identity as quickly since the products reside on shelves. Since being on-shelf is your best opportunity to market your product, pre-market brand identity testing ensures you communicate a brand image that hits home with the right audience. Go without testing, and your logo and packaging may be an identity mismatch that confuses shoppers, leading them to choose another CPG product. ## Data-Driven Brand Development Want a best-selling brand and [effective packaging design](http://www.smashbrand.com)? SmashBrand is a packaging design company for FMCG and CPG brands. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [5 Branding Tips for Newbies](https://www.smashbrand.com/articles/branding-tips/) **Published:** April 6, 2015 **Author:** Kevin Smith **Content:** ***Ready to jump into the branding deep end without your water wings? These five tips can help you get started.*** It’s the age of the startup, and that means a lot of passionate, well-intentioned “I have no idea what I’m doing” types are diving right into self-marketing and all the branding that implies. While enthusiasm is essential for entrepreneurial success, slow down long enough to follow these five branding tips for newbies. ## 1. User Experience Matters More than Looks Yes, looks matter, but function should never be sacrificed on the altar of form. It only takes one quick cruise through the scathing, one-star reviews of iTunes’ app-of-the-moment to realize that you ain’t got nuthin’ if you ain’t got functionality. When designing your brand appeal, keep the user experience your top priority, and let your other decisions evolve from there. ## 2. Tell Your Story As humans, it’s our nature to respond to stories, and [branding is another form of storytelling](https://www.smashbrand.com/articles/branding-vs-marketing-whats-the-difference/). Spoiler alert: the best part of your story is whatever plot point grabs your audience’s attention, and that’s rarely the blowhard, bragging-about-how-great-you-are part. Instead, talk about more than just yourself. Let your audience get to know your personality through all kinds of stories—meaningful stories that help your target market connect with your brand—instead of constantly driving home the hard sell. ## 3. Have a Plan At the same time, you can’t just fly into branding all willy-nilly by spewing some self-indulgent voyage of self-discovery all over the Internet. You need to get some semblance of a plan in place first, preferably with a design process that leaves a little room for flexibility. Know your eventual goals, even if you’re not sure how to get to them right now. Know the image you want to present, even if that image is a little rough around the edges. Look for industry experts and apply their knowledge to your brand, but don’t forget to be true to yourself. ## 4. Grab Your Soapbox Nobody ever made waves by staying neutral. Get off the fence, grab your soapbox, and be already committed to a controversial opinion. Or, if there’s nothing terribly controversial about what your brand stands for, at least ensure that you stay steadfast to your ideals. Today’s savvy consumers can smell marketing fakery like chum in the open waters, and they’ll turn on you instantly if they catch a whiff of inauthenticity. The companies successfully targeting the coveted millennial market do so by being [cause-driven](https://www.mic.com/articles/55291/millennials-aren-t-millionaires-but-we-re-great-philanthropists) rather than profit-driven. People want to feel positive about their purchases, which has led to the new catchphrase/philosophy of “conscious consumerism.” Your customers are committed to spending their dollars more meaningfully, so let them know that you stand for something that matters. ## 5. Find Your Niche One of the most common mistakes startups make is to study how a similar business gained its success and then try to imitate those methods. The truth is, no two companies arrive at the same point on the same path (unless one of them is throwing in the towel on Tip #2 and Tip #4 above). As scary as setting yourself apart from mainstream expectations may be, letting your freak flag fly is the only way to stand out from the crowd. So go ahead: break conventions and defy expectations, all in the interest of filing that specialty niche only you can fill. Take Cards Against Humanity as an example. On Black Friday, they removed their most popular product from their virtual shelves and [sold boxes of literal bull feces](http://www.inc.com/christine-lagorio/cards-against-humaity-and-bullshit.html). Not only did this irreverent move gain the makers of the equally irreverent card game gobs of free press, but their gimmick paid off big-time. At least in terms of boxes of bullsh\*\* sold. We’re not saying you should sell poop to your customer base. But we are saying, be bold. Step off the well-traveled path and hack your way through the overgrowth instead. Embrace that whole terra incognita thing, and your brand will ride off into the wild blue yonder of fame and fortune. ## Experts in Branding and & Packaging Design Want a best-selling brand and [packaging that converts on the shelf](https://www.smashbrand.com/)? Through our proprietary consumer testing model, we can help you outperform your shelf competitors. In a simulated buying environment, we test your product packaging against your real-world competition to ensure your brand is battle ready. Book a time to discuss your project with our team. **Categories:** Design --- ### [Branding and packaging design tactics to boost CPG brand awareness.](https://www.smashbrand.com/articles/branding-and-packaging/) **Published:** September 20, 2023 **Author:** Jason Vaught **Content:** No matter how innovative your product is, it will fail to capture the required attention without a solid branding and packaging strategy. Why? Because people are bombarded with a sea of options in every product category. You must capture the target customer’s attention at first glance or be ready to lose it to your competitor. Think about it—when was the last time you bought something based solely on its packaging? Probably not that long ago. That’s because effective packaging does more than just contain a product—it tells a story, evokes emotions, and strengthens your brand identity. But here’s the key: creating standout packaging isn’t just about slapping on a pretty label. It’s a careful blend of aesthetics and strategy grounded in consumer insights. This guide will explore branding and packaging design strategies that help your brand stand out in a crowded market. You’ll learn the core principles of effective branding and discover common mistakes to avoid in packaging design, ensuring your brand makes a lasting impact. ## Pillars of a Strong Brand Identity A solid brand identity hinges on clear values, an authentic personality, cohesive visual elements, consistent messaging, emotional connections, and adaptability. These foundations develop recognition and loyalty, enabling companies to differentiate themselves in a competitive market effectively. Here’s how brands can build a strong brand identity: ### Defining the Brand Personality Companies must start with core values, which are the principles that guide their brands’ decisions and actions. Think about what truly matters to your company. Is it innovation? Sustainability? Maybe it’s providing affordable quality to families. Take eco-friendly packaging, for example. If sustainability is one of your core values, it should influence everything from [product development to marketing](https://www.smashbrand.com/articles/product-branding-and-marketing/ "Strategic Product Branding And Marketing Tactics That Reach Consumers.") strategies. It becomes part of your brand story, resonating with environmentally conscious consumers. Remember, consistency is critical. The brand personality must be evident across all [types of product branding](https://www.smashbrand.com/articles/types-of-product-branding/ "5 Types Of Product Branding Used To Strengthen Market Impact."), and the essence must remain the same, whether it’s a limited-edition flavor or a staple product. But here’s the thing: your brand identity isn’t created in a vacuum. Your target audience, competition, and unique selling proposition shape it. What sets you apart in the crowded CPG market? How does your brand solve problems or fulfill needs better than others? ### Crafting a Compelling Brand Story Crafting a compelling brand story is necessary for authenticity in [consumer product branding](https://www.smashbrand.com/articles/consumer-product-branding/ "Consumer Product Branding Techniques that Drive Growth."). It’s not just what you sell but why you exist and how you add value. This is especially necessary for [new product branding](https://www.smashbrand.com/articles/new-product-branding/ "The Definitive Guide To New Product Branding."). Your brand story must resonate with consumer preferences, creating an emotional connection beyond the product. Whether it’s[ corporate branding or product branding](https://www.smashbrand.com/articles/corporate-branding-vs-product-branding/ "Corporate Branding Vs. Product Branding In Consumer Goods."), your story ties everything together. This narrative weaves through all your offerings, from established favorites to product branding and innovation efforts. To craft a compelling story, start with your brand’s origin. For instance, if your brand is a wine brand, start with your vineyard’s roots. Was it a family legacy or a passionate newcomer’s dream? Highlight your journey from first harvest to award-winning vintages. Show how your brand values, perhaps sustainable viticulture, align with eco-conscious consumers. Remember, a good brand story isn’t just told—it’s experienced. It should be evident in every touchpoint, from packaging to customer service. This consistency builds trust and reinforces your brand value, setting you apart in the crowded CPG market. ### Crafting Visual Brand Elements Visual brand elements are your silent salespeople. They’re the first thing consumers notice and often the last thing they remember. The core of this visual identity is the brand logo – it’s not just a pretty symbol; it’s the face of your brand. Choose it wisely because it’ll be everywhere, from your packaging to your social media profiles. Next up are your brand colors. They’re not just decorative; they’re communicative. [Colors evoke emotions](https://www.hiresource.io/blog/60-color-theory-the-psychology-of-color-marketing-and-branding/) and associations, so pick ones that align with your brand personality. Your chosen colors must flow seamlessly across all touchpoints. Brand design isn’t only logos and colors. It involves creating a cohesive visual language, including typography, imagery style, and packaging shapes. These elements tell your brand story, making your products instantly recognizable on retail shelves. That split-second recognition can make all the difference. ## Integrating Branding into Packaging Design Integrating branding into packaging design for CPG products is essential for capturing consumer attention and conveying brand values. For instance, the snack brand Bare utilizes earthy colors and minimalist designs to reflect its commitment to natural ingredients, enhancing consumer trust and loyalty. This alignment differentiates the product on shelves and creates an emotional connection, driving purchase decisions. ### Translating Brand Identity into Packaging Translating brand identity into packaging makes your brand tangible, turning abstract concepts into something consumers can see, touch, and interact with. Your brand packaging must be a 3D representation of your brand’s personality and values. The main purpose of packaging design isn’t to make things look pretty. It allows companies to communicate with their target audience. Each element must speak the brand language, from the container’s shape to the font on the label. Observe some successful [product branding examples](https://www.smashbrand.com/articles/product-branding-examples/ "Best Product Branding Examples From the Last Decade.") in your category. Understand what makes them instantly recognizable. Brand packaging design must be versatile. What works on a supermarket shelf might not translate well to [club store packaging](https://www.smashbrand.com/articles/club-store-packaging/ "Club Store Packaging Considerations To Elevate Brand Equity."), where products must appear unique in bulk displays. The key is maintaining your brand essence while adapting to different retail environments. Remember, good packaging doesn’t just contain your product – it sells it. ### Creating Visual Brand Cues Creating visual brand cues is like giving your product its unique fingerprint—distinctive elements that enhance brand recognition and awareness at a glance. Think of it as your product’s secret handshake with consumers. These cues in impactful packaging range from a signature color palette to a distinctive bottle shape. For example, a quirky illustration style or consistent label layout in [food packaging](https://www.smashbrand.com/articles/food-packaging-design/ "The Complete Guide to Food Packaging Design.") can help your product stand out. Your packaging must reflect your website and be mirrored in your social media presence. This unified visual identity is essential for building and reinforcing brand awareness across all consumer touchpoints. [Brand innovation and packaging](https://www.smashbrand.com/articles/brand-innovation-and-packaging/ "Brand Innovation And Packaging Strategies To Drive Performance.") design are forever linked, but balance is crucial—changing too much can jeopardize your hard-earned recognition. Evolving your visual identity while maintaining familiar elements is the secret to successful branding. This delicate balance keeps your brand relevant without losing its key features. ### Consistency Across Product Lines Consistency across product lines holds your brand together. It transforms individual products into a seamless, cohesive brand experience and creates a unified brand image that consumers can recognize and trust. Think of consistent branding as your brand’s signature. Whether launching a new product or introducing a limited edition, your core brand elements must remain clear and unmistakable. This doesn’t mean every product needs to look identical—it’s about maintaining a family resemblance that ties your product range together. From color schemes and typography to packaging shapes, these elements should harmonize across all product lines. Brand consistency extends to your brand voice, values, and customer experience. ## Innovative Packaging for Brand Differentiation [Innovative packaging](https://www.smashbrand.com/articles/ecommerce-packaging/ "10 Tips for Innovative Ecommerce Packaging.") is crucial for brand differentiation. It enhances visual appeal and brand identity and creates emotional connections. Unique designs and sustainable materials attract consumer attention, build loyalty, and distinguish the brand in a crowded marketplace, ultimately influencing purchasing decisions. ### Unique Packaging Solutions Unique packaging solutions are critical for [brand positioning](https://www.smashbrand.com/brand-positioning/ "Brand Positioning"). From [FMCG packaging](https://www.smashbrand.com/articles/fmcg-packaging-design/ "An Inside Look at FMCG Packaging Design.") to luxury goods, it can turn heads and open wallets. For instance, customer packaging allows brands to think outside the box. For household products, this might mean ergonomic designs that enhance daily convenience. In perfume packaging, it could be a bottle shape as memorable as the scent inside (e.g., The Paco Rabanne Million Gold). The key is aligning your packaging design with your brand identity and product functionality. Whether it’s a resealable pouch for snacks or a refillable container for eco-conscious consumers, your packaging must tell your brand story at first glance. Unique packaging isn’t just a nice-to-have—it’s essential for standing out on crowded shelves and staying top of mind with consumers. Thoughtfully designed packaging differentiates your brand and strengthens the connection with your audience, driving engagement and loyalty. ### Sustainable and Eco-Friendly Options Consumers demand more from brands, and packaging is often the first element they scrutinize. The good news? Eco friendly packaging options are more innovative and diverse than ever. The possibilities are vast, from biodegradable materials to minimalist designs that reduce waste. Think compostable plant-based plastics, recycled paper products, or packaging that dissolves in water. Some brands are even exploring edible packaging—the ultimate in zero waste! A brand’s commitment to sustainability should be evident in every aspect of its packaging. This isn’t just an opportunity to reduce environmental impact; it’s a chance to showcase your brand’s values, innovate, and connect with eco-conscious consumers. ### Premium Packaging for Brand Elevation Premium packaging is the velvet rope, elevating your brand from ordinary to extraordinary. It creates an experience that begins when customers see your product. For instance, in [box packaging design](https://www.smashbrand.com/articles/box-packaging-design-ideas/ "The Best Box Packaging Design Ideas For 2024."), luxe materials like soft-touch coatings or embossed textures invite customers to engage with your brand. In [alcohol packaging](https://www.smashbrand.com/articles/alcohol-packaging-design/ "Trends and Innovations in Alcohol Packaging Design."), think of unique bottle shapes or intricate label designs that tell a story, drawing customers in with visual appeal and craftsmanship. A whiskey bottle with a perfectly balanced pour or a cosmetic jar that dispenses just the right amount adds to the overall experience. These details are vital to delivering tangible brand value. The goal is to create packaging that customers want to keep long after the product is gone, such as Tesla’s Tequila bottle. It turns satisfied customers into brand advocates. Remember, unboxing is a critical part of the luxury experience in premium goods. Make it count. ## Data-Driven Branding and Packaging Design Are you a new-to-market CPG brand or an existing company looking for branding and packaging? Our data-driven [packaging design services](https://www.smashbrand.com/) will help you build a winning brand through our proprietary design process. Our design-to-print packaging methodology ensures your brand outperforms the competition and increases revenues. **Categories:** Strategy, Design --- ### [Brand Strategy: You Should Have Paid Attention in Math Class](https://www.smashbrand.com/articles/brand-strategy-you-should-have-paid-attention-in-math-class/) **Published:** July 19, 2013 **Author:** Kevin Smith **Content:** No one expects you to have an Einstein/Archimedes/Will-from-Good-Will-Hunting-esque brain for mathematical concepts, but in order to be a good package designer, you should at least be able to differentiate various geometrical shapes – or at least not be thoroughly confused by them. Apart from designing a package that is pleasing to the eye and durable enough to protect its contents during transport or vigorous shaking, a package designer must consider the final product’s shape. The shape of the package will dictate the number of units that can be fit into a single shipping pallet, which will have a domino affect on what all else it affects: –>cost of shipping–>cost of the product–>likelihood a customer will purchase the product–>the business’ bottom line–>the business’ ability to spend lots of money hiring fancy and highly skilled package designers. Of course, efficient transport is only one of the reasons package shape is so important; structural design also communicates brand identity and creates shelf presence. However, brand identity and shelf presence are practically meaningless if the package design eats revenue like Pac-Man eats flashing Blinky, Pinky, Inky and Clyde. ## Shipping Economy There is a reason that beverage bottles are bottle-shaped. If we were to allow our imaginations run wild, we could think of millions of different variables for the basic bottle that are completely divorced from tradition — bottles that are shaped like the core ingredient of the beverage \[water?\]; bottles that are [shaped like the manufacturer’s logo](https://www.smashbrand.com/articles/budweiser-really-is-king-miller-fans-can-now-go-home/); bottles that are shaped like our Doberman pincer, Chompers. The problem with these concepts is – apart from the fact that fabricating most of these packages would be more expensive than a flotilla of diamond-encrusted yachts – the awkward shapes would cause major shipment headaches. As you might imagine, keeping shipment and manufacturing costs low is essential for a small business. In the flush of newbie entrepreneurial zeal, many new business owners want a package so totally different from the norm that they fail to take basic logistic issues into account. For example: how many units can be shipped in a single pallet? Will the bottle/canister/box require additional packaging in order to protect it during shipment? Will the shipper be forced to charge extra for the additional precautions? ## Dimensions Now that we’ve discussed the folly of designing insanely original packages, let’s move on to the topic of designing sanely original packages. If you’re lucky, you’ll be working with a client who has given a great deal of thought to packaging and shipment concerns well before they’ve even met with you. If you’re like most designers, most of your clients won’t have really considered the package until it is pointed out that their product label must surround a vessel of some sort. Now, even if your package design is thoroughly reasonable in terms of cost of production, aesthetics, and shelf presence, you will still need to engage with the world of mathematics. Whether it’s calculating dimensions, optimizing materials, or analyzing market data, having a solid grasp of mathematical concepts is essential. Hey, if it means seeking the assistance of a [mathematics tutor](https://brighterly.com/ "mathematics tutor") to navigate these intricacies effectively, do it so you know everything is perfect and ready for print. You might have convinced the client to abandon his/her original plan of shaping the package like a crab spider, but the geometry of your alternate packaging will nonetheless need to be engineered down to the finest detail. Even though the weight and volume of the product are huge factors, naturally, the amount of space that must be dedicated to labeling concerns — the name of the product, the brand, the logo, all relevant FDA labeling guidelines, bar code, QQ code, etc. – must be taken into account. The difference between fitting units into a pallet safely and efficiently can mean the difference of the barest fraction of an inch in the shape of the package. Fortunately, there is software that can help the designer foresee potential shipping headaches. A unique package doesn’t have to be shaped like a star cluster; even subtle variations in form can create an interesting and eye-catching aesthetic. [This honey jar](http://designshack.designshack.netdna-cdn.com/wp-content/uploads/packdesign-5.jpg) has a storage-friendly shape and a sequence of stripes that evoke the design pattern of a honey bee. Funny how we’re used to honey containers that are in the shape of bears. Why? Because they like honey? They eat a lot of honey in Germany, too – should we package honey containers in the shape of Germans? ## **Data-Driven Brand Development** Want a best-selling brand and [packaging that wins in retail](https://www.smashbrand.com/)? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Brand Strategy: What Makes You So Special?](https://www.smashbrand.com/articles/brand-strategy-what-makes-you-so-special/) **Published:** July 15, 2013 **Author:** Kevin Smith **Content:** What makes us truly spectacular? Well, our humble attitude certainly contributes to our overall wonderfulness, as does our ability to recognize our flaws \[few\] and listen to the opinions of our peers, no matter how stupid they may be. We kid; we jest. But seriously, what qualities must a [product packaging design](http://www.smashbrand.com) agency have to be great? We’ll explore the different characteristics that not only make a package designer’s overall quality of work excellent but also encourage clients to hold him/her dear to their hearts. ## A broad Range of Styles Until a design company reaches the pinnacle of success (and we’re talking being mentioned in the same sentence as Andy Warhol and the Louvre level of success), no client wants a design that immediately calls to mind the work of that particular designer. Although it is nearly impossible for a designer to have an equal passion for all design and artistic variables, it is nonetheless essential to recognize the value of a wide range of styles and ideas. The ability to embrace an entire spectrum of design concepts is crucial for serving clients effectively and understanding the aesthetic the client desires. ## Practical Thinking Package designers aren’t just artists. Package designers spend less time on artistry than on dimensions, labeling regulations, thermal analysis, tamper resistance, ease of shipment, marketing, sales, and displays. Even though a package designer’s original concept might have been drafted in a sketch pad in a fit of creative rapture, that concept must eventually be engineered into a sturdy, efficient, and effective package. ## Honesty/tact Why do people value naked honesty? Does anyone want to be told precisely what is wrong with them in dispassionate and graphic detail? Certainly not! We want to feel as though our ideas have merit, regardless of how misguided we may be. This is why package designers (and anyone working with clients, for that matter) need to negotiate honest communication of their opinions, with the ability to convey those opinions in a way that will persuade the client to adopt the designer’s perspective. If the client feels insulted, the client won’t be happy. If the client isn’t pleased, they will likely never return and voice their displeasure on forums and Facebook pages, much like an offended demon. However, if the [graphic designer](https://www.hiration.com/blog/graphic-design-resume/) can work effectively with their clients, then both the designer and the client will end up with a result that fills them with pride. If you disagree with your client wholeheartedly, do not voice your disagreement based purely on gut instinct or personal taste; use complex data, statistics, and expertise in your argument. If the client feels you are basing your disagreement on facts rather than a desire to flex design muscle, you’re more likely to get him/her to yield. Of course, there are times when the client’s ideas are set in stone, and reason will not prevail. In such instances, a designer must work within the parameters outlined by the client to ensure their satisfaction. Just take the money and remove that particular package design from your wall of fame. ## Humility This may be painful to hear, but you’re probably not the most exceptional package designer who has ever lived. Oh, you have skills – *mad* skills, it could be argued – but there are other designers out there with talent, time, and severe hunger, and clients will be just as happy to consult with them if they think your attitude will be a challenge. If you are the sort of person [who flings his/her portfolio down in disgust and stomps from the room at the slightest criticism](https://www.smashbrand.com/articles/8-reasons-clients-wont-hire-you-again/), you are not only alienating people who will potentially give you money; you are also a truly horrible person to be around. Just sayin’. As difficult as it might be, sometimes pride must be swallowed. No one is saying that you can’t draft an informed counter-argument when someone disagrees with your work. Still, if you let your feelings interfere with your ability to get the job done, you are only hurting yourself and preventing the world from seeing your true genius, since no one will ever hire you after enough outraged outbursts. So, what have we learned today? We’ve learned to broaden our style horizons. We’ve learned that if you think your fancy-free, bongo drum-beating artistic temperament is the most essential quality a package designer can have, you’ll spend most of your design career weeping in a fit of industrial engineering and research and development despair. Finally, we learned that honest communication is essential, but only as long as it’s done in a way that doesn’t make the client feel like kicking you in the shins. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [How To Effectively Approach The Brand Development Process.](https://www.smashbrand.com/articles/brand-development-process/) **Published:** December 20, 2022 **Author:** Jason Vaught **Content:** Many CPG brands we know and love today spent years of strategic planning and implementation to become as recognized as they are now. For a company to excel in today’s competitive business landscape, you need to go beyond just creating a beautiful logo and a compelling slogan. Although these elements are essential, [brand development](https://www.smashbrand.com/articles/brand-development/) entails a long list of components that adapt to market changes and consumer expectations. ## Why is the Brand Development Process important? A systematic approach to brand development means that every element contributing to the establishment of your company is intricately utilized and implemented as it should be. It is more or less like a system that every single unit working together makes up the whole. [Brand building](https://www.smashbrand.com/articles/brand-footprint/) is a rigorous process that requires your complete understanding of developing a brand from the first blast of the whistle to the end of the match. The complexity of brand development cannot be overstated. However, it is not to scare you; at least you have this article to guide you. It’s about transforming brand development from a task into an art—a journey where every decision shapes a brand and a lasting connection with your audience. We explore every phase, from understanding where your brand stands to keeping pace with market trends. We delve into the insights from retail audits, the impact of [high-performing packaging and design](https://www.smashbrand.com/), and the essence of crafting a purposeful brand strategy. Let’s dive into the heart of brand development and make it systematic and transformative. ## The Initial Phase: Diagnosis and Assessment Brand building is similar to setting sail on uncharted waters; developing a brand from scratch can be difficult for a brand owner. Even if you already have a brand, establishing it as an authority takes time. Hence, understanding the initial phase of the brand development process is crucial. As a brand owner looking at brand recognition and enhancing brand authority, your first action is to look at where you are currently. What is your current market position, and how do you rank compared to your competition? Use SWOT analysis to create a better perspective to analyze your current position regarding brand strategy and execution. It is essential to immerse yourself in customer feedback. However, it goes beyond just caring about the data. Understanding your current position as a brand is about capturing the essence of how your brand is perceived in the hearts and minds of your audience. Data collection has to be near perfect to get a great headstart in the brand development process. The data collection and Analysis method has to be impeccable, therefore hire trained professionals with a track record and ensure that the data collected is incorporated into the[ brand development strategy](https://www.smashbrand.com/articles/brand-development-strategy/). Also, Beyond conventional surveys and market reports, consider delving into social media sentiments, customer reviews, and even direct interactions. You need to know your target audience’s preferences and behaviors to sit at the pole position right at the initial phase. Knowing what makes your current and prospective customers tick will ensure you gain brand awareness and recognition. Without diving deep into the psyche of your target market, the initial phase would be incomplete. Therefore, it hinders the proper execution of the next phase of the brand development process. ## Trend Assessment: Keeping Pace with Market Dynamics There is no one way to develop your brand; it takes the successful synergy of other elements to achieve great results as a business owner. Keeping up with market trends is an intricate part of brand recognition and extension and enhancing market share as a brand owner. If you want a strong brand identity built on [customer loyalty](https://venturz.co/blog/customer-loyalty-vs-brand-loyalty), you need to keep up with market trends. Market trends, driven by changing consumer behavior, technological advancements, and societal shifts, can reshape consumer preferences, product development, and overall[ brand strategy](https://www.smashbrand.com/strategy/). By effectively analyzing and incorporating trend insights, brands can maintain relevance, enhance customer engagement, and secure a competitive advantage. ### The Role of Market Trends in Shaping Brands Trends are significant events that define what is obtained in a particular industry. This means they determine what direction you should focus your brand strategy on. Market trends serve as a compass guiding brands towards the evolving needs and preferences of their target audience. In staying abreast of the significant happenings in the market, here are three aspects of brand development you should pay attention to: **Understand Consumer Behavior:** Trends provide valuable insights into your consumers’ underlying motivations, preferences, and decision-making processes. Therefore, you can leverage this knowledge to tailor your messaging, product offerings, and overall customer experience to resonate with your target audience. **Drive Innovation and Product Development:** Emerging trends often point to unmet needs or underserved segments in the market so that you can capitalize on this as a brand owner. You can proactively identify and address these trends, capture market share, and differentiate yourself from competitors. **Refresh Brand Identity and Positioning:** Market trends can catalyze reevaluating and refreshing a brand’s identity and positioning. By embracing emerging trends, your brand can connect with consumers on a deeper level and reinforce their relevance in an evolving marketplace. Identifying market trends represents a block in the foundation for brand development; practical trend analysis further solidifies your [brand positioning](https://www.smashbrand.com/articles/the-basics-of-brand-positioning/). This means that without analyzing the trends that you have identified, brand development becomes ineffective. Here are some techniques for analyzing trends in today’s market: **Competitor Analysis**: Analyzing competitor strategies, messaging, and product offerings reveals trends being adopted by industry leaders and opportunities for differentiation and brand recognition. **Customer Research and Feedback:** Engaging directly with your customers through surveys, interviews, and focus groups provides direct insights into their changing preferences, pain points, and expectations. The information you gathered from the research should be incorporated into your brand strategy. **Social Media Monitoring:** Brand development cannot occur without including social media in your strategy. Therefore, analyzing social media conversations, hashtags, and trending topics is crucial to enhancing your brand in today’s business climate. Social [media monitoring](https://brand24.com/blog/what-is-media-monitoring-and-analysis/) provides real-time insights into consumer interests, emerging trends, and evolving perceptions. Let’s look at an example of a brand that effectively identified, analyzed, and incorporated market trends to enhance its identity. ### Case Study: Effective Utilization of Trend Insights in Brand Development [Unilever](https://www.unilever.com/planet-and-society/equity-diversity-and-inclusion/transforming-our-brands-transforming-our-advertising/), a global consumer goods giant, recognized the growing trend towards sustainability and the importance of minimizing the environmental impact of its packaging. The company embarked on a transformative journey to adopt sustainable packaging practices, driven by a deep understanding of consumer expectations and a commitment to environmental responsibility. Unilever’s sustainability initiatives were rooted in understanding consumer preferences for eco-friendly packaging. The company also adopted a systematic approach to incorporating sustainable packaging across its vast product portfolio. Regarding collaboration and Innovation, Unilever collaborated with partners and invested in innovation to develop sustainable packaging solutions that meet environmental and consumer needs. Transparency and communication were other aspects the CPG brand worked heavily on. Unilever actively communicated its sustainability efforts to consumers, fostering trust and credibility. ## Competitive Audit: Understanding Your Market Position An integral aspect of understanding your market position is examining the strengths and weaknesses of your competition. Applying the SWOT analysis to your competitors and brand provides a holistic view of strategic decision-making. You need to assess everything that defines the competition and what makes them attain their position. Competitive audit requires you to scrutinize the range and quality of products or services your competitors bring to the market. Your brand should dedicate time and effort to Identify unique features, innovations, or gaps that could influence consumer preferences. The next thing you need to do in thoroughly auditing your competition is to evaluate their market share, distribution channels, and geographical reach. This understanding is crucial for tailoring your strategies to specific regions and identifying potential expansion opportunities. Look at the competition’s brand reputation; this means you will have to investigate how the consumers hold them in their eyes. Recognize the strengths and weaknesses of their brand image as it allows you to position your brand effectively in response to market perception. You need to dive into the effectiveness of your competitors’ marketing campaigns, advertising channels, and communication strategies. Identifying their preferred platforms provides insights into where your target audience can be engaged, giving you ample information to improve your brand strategy. ### Importance of Brand Differentiation Brand differentiation is fundamental to understanding your market position because once you know what makes you unique, you can easily target the right audience. Highlighting your unique selling propositions and differentiators gives your brand a competitive edge, enhancing customer recognition. This uniqueness becomes a formidable barrier for competitors trying to replicate your success and fosters a sense of familiarity and trust. When your brand continues to show its unique offerings to its target audience, you will become more resilient to market fluctuations. This is because your customers have developed a deeper connection to your brand, and a new-found loyalty has originated. Brand differentiation helps you build a strong brand identity that enhances your reputation and allows you to weather economic challenges and navigate changes in consumer preferences. ## Retail Audit: Insights from the Front Lines For brand owners looking to open stores, retail brand development is one aspect of brand building that you should also focus on. The retail environment can be tricky, especially for brand owners who do not have sufficient information about the strategies involved in retail brand development. The ambiance, layout, and overall atmosphere are essential in shaping how your brand is perceived. Maintaining impeccable in-store experience across all your locations enhances brand perception and fosters a positive connection with consumers. Also, the strategic arrangement of products, use of signage, and overall visual appeal contribute to how your brand is perceived. The quality of customer service and interactions with staff members directly impact brand perception. Strategic product placement can highlight key offerings and contribute to a favorable perception of your brand. These elements make up for a successful retail audit; therefore, carefully analyze these aspects. Remember that understanding retail branding is key to excelling in the entire brand development process. ### Translating Retail Insights into Actionable Strategies The true value of a retail audit lies not just in gathering data but in translating these insights into strategies that drive positive change. So, how can your brand effectively turn retail insights into actionable strategies? First, Identify Opportunities and Challenges; you need to analyze audit findings to identify both areas of strength and potential challenges within the retail environment. Understanding these dynamics forms the basis for strategic planning. In translating retail insights to ensure a robust brand development strategy, you must adapt Visual Merchandising. If the audit your brand performs reveals product visibility or placement issues, your brand can adapt its visual merchandising strategies. This may include rearranging displays, optimizing signage, or introducing eye-catching promotional materials. Your customers are the center of your brand strategies; therefore, enhancing Customer experience should be on your priority list. Addressing any shortcomings in customer service or in-store experiences identified during the audit can improve customer satisfaction. Implementing training programs or refining staff interactions can make a tangible difference. Based on the data you have collected during the audit, you can optimize the placement of products to maximize visibility and appeal. Strategic product placement can drive increased sales and brand recognition. ## Packaging and Design: The Visual Identity of Your Brand Packaging plays a pivotal role in the intricacy between consumers and brands as your brand’s silent ambassador. As you develop your brand, packaging goes beyond the mere containment of a product; it serves as the visual introduction that can either captivate or repel your target audience. With the amount of CPG products in the industry, there is much clamoring for attention and distinctive packaging acts as a way for customers to differentiate you. It aids in brand differentiation, helping consumers identify and remember your product amidst many choices. Beyond aesthetics, the packaging is a canvas to communicate your brand values; the colors, imagery, and design elements can convey messages about your uniqueness. ### Principles of Effective Packaging Design Now that we understand how important packaging is to the entire brand development process let’s examine the principles that ensure its effectiveness. 1. **Clarity and Simplicity:** A clutter-free design that conveys the essence of your product and brand story with clarity is crucial. Your target audience should quickly grasp what the product is and what it stands for. 2. **Authenticity:** Authenticity involves aligning the visual elements with the brand’s identity and promises, fostering a genuine connection with consumers. This means your uniqueness, brand story, and[ brand identity](https://www.smashbrand.com/articles/clients-guide-to-brand-identity-vs-logo/) have to be represented in your packaging design. 3. **Versatility**: Packaging design should be versatile enough to maintain brand consistency across different touch points while allowing for innovation and adaptation to changing market trends. 4. **Storytelling**: Effective packaging should tell your brand story so people can always relate to your product. It weaves a narrative that resonates with the consumer, creating an emotional connection that extends beyond the transactional aspect of the purchase. This is why most loyal customers take pride in keeping the packages of their preferred CPG brands. 5. **Sustainability**: In the competitive landscape, sustainable packaging design is a trend and a necessity. Brands that embrace eco-friendly materials and practices align themselves with evolving consumer values. ## Case Studies of Successful Packaging Redesigns Milo and Vegemite are two powerhouses in the CPG industry, but both brands needed a package redesign to enhance brand identity and increase brand perception in the marketplace. ### Balancing Tradition and Modernity: Milo Milo, a staple in many households, underwent a thoughtful packaging redesign to balance tradition and modernity. While preserving the iconic green and brown color scheme, Milo introduced contemporary typography and imagery that resonated with a younger demographic. The redesign aimed to appeal to the nostalgia of long-time Milo consumers while attracting a new generation of health-conscious individuals. This successful blend of heritage and freshness contributed to Milo maintaining its position as a beloved and enduring brand. ### Connecting with Consumers: Vegemite Vegemite, a quintessential Australian spread, recognized the importance of connecting with consumers personally. In a strategic packaging redesign, Vegemite introduced engaging and heartwarming illustrations that showcased diverse Australian moments. The redesigned packaging reflected the brand’s commitment to local identity and invited consumers to be part of a larger cultural narrative. This approach strengthened the emotional connection with existing consumers and attracted new ones seeking a taste of Australian authenticity. ## Strategy Development: Crafting Your Brand’s Essence Brand essence refers to the core, fundamental qualities or characteristics that define a brand and differentiate it from others in the minds of consumers. It is the soul of your brand that shows the unique and enduring aspects that capture the essence of what a brand stands for beyond its products or services. ### Defining Your Brand Positioning and Value Proposition Brand Positioning involves unveiling your brand’s distinct place in the consumer’s mind amidst a crowded market. It goes beyond merely presenting products or services and focuses on creating a memorable and differentiated identity. Examining case studies of locally known brands provides insight into effective positioning strategies that have propelled them to the forefront of consumer consideration. These examples illustrate how a well-defined brand positioning strategy can establish a clear and compelling space for a brand in the competitive landscape. Value Proposition, on the other hand, is about articulating the unique value your brand offers to consumers. Whether it’s exceptional product quality, an unparalleled customer experience, or innovative solutions, this section explores the elements that make a value proposition compelling. A strong value proposition is a cornerstone of brand success by communicating why consumers should choose your brand over competitors. By clearly expressing the benefits and advantages, a brand can establish a meaningful connection with its target audience, fostering loyalty and sustained consumer engagement. ### Aligning Brand Strategy with Business Goals Strategic Symbiosis seamlessly integrates brand strategy with overarching business objectives. It involves meticulously examining how brand goals align with broader organizational aspirations for growth, innovation, and market leadership, ensuring that branding efforts contribute directly to overall organizational success. Crafting a Long-Term Vision for brand strategy addresses immediate challenges while positioning the brand for sustained success. Real-world examples demonstrate how aligning strategy with long-term goals fosters enduring brand relevance, guiding businesses toward lasting success. ### Tools for Effective Brand Strategy Formulation SWOT Analysis unpacks internal strengths, weaknesses, and external opportunities and threats shaping your brand strategy. This comprehensive examination provides a holistic understanding of the brand’s current standing and the factors influencing its future trajectory. Competitive Analysis evaluates the landscape to understand how your brand can gain a competitive edge. This section explores insightful tools and frameworks for comprehensive competitive Analysis, enabling brands to identify opportunities, anticipate challenges, and position themselves effectively in the market. Staying attuned to the competitive landscape allows brands to make informed decisions that enhance their strategic brand position and overall market performance. ## Targeting the Right Consumer: Maximizing Brand Reach The essence of your brand development strategy is to target the right consumer, and your goal is to ensure you are solving your target audience’s problems. This section delves into the significance of identifying target audiences, emphasizing the strategic importance of precision marketing. Precision marketing involves honing in on specific demographics, behaviors, and preferences to tailor marketing efforts effectively, ensuring a more personalized and impactful connection with consumers. ### Importance of Identifying Target Audiences Precision Marketing is strategically crucial, allowing brands to focus on specific demographics, behaviors, and preferences for more effective and targeted communication. By precisely defining your brand’s target audience, you can tailor their marketing efforts more effectively, ensuring that messages resonate with the right consumers. This strategic alignment enhances the efficiency of your marketing campaigns, optimizing resources and increasing the likelihood of connecting with and influencing the intended audience. Market research techniques play a pivotal role in this process as well. By employing comprehensive methodologies, your brand can gain a deep understanding of its target audiences, going beyond surface-level demographics to uncover nuanced insights. This detailed knowledge enables the creation of more accurate and refined consumer profiles, allowing your brand to anticipate needs, preferences, and behaviors. As a result, you can craft messages and strategies that capture attention and resonate personally, fostering a more robust and enduring connection with the audience. ### Techniques for Segmenting and Profiling Target Consumers Effective brand communication hinges on a thorough understanding of the target audience, and employing techniques for segmenting and profiling consumers is integral to this process. **Demographic Segmentation:** This technique categorizes consumers based on identifiable, quantifiable characteristics such as age, gender, income, and education. By breaking down the audience into these demographic segments, your brand gains a foundational understanding of who its consumers are. This information serves as a basis for tailoring marketing messages that resonate with each segment’s specific needs and preferences. **Psychographic Profiling:** Profiling provides a more niche understanding of the target audience. Your brand can create detailed and comprehensive consumer profiles by exploring the motivations and psychosocial factors that drive consumer choices. This then allows for the development of marketing strategies that not only address the practical needs of consumers but also connect with them on a more emotional and personal level. ### Aligning Marketing Efforts with Consumer Preferences The success of a brand hinges on its ability to align marketing efforts with the ever-evolving preferences of its target audience. This alignment is a strategic effort and a dynamic process that requires ongoing adaptation to consumer feedback, shifting trends, and emerging preferences. **Consumer-Centric Approach:** Central to aligning marketing efforts with what your target audience likes is a consumer-centric approach, wherein your brand actively listens to and engages with its audience. By understanding consumer feedback and preferences, your brand can tailor its marketing strategies to address its customers’ specific needs and desires. This adaptive branding strategy ensures that marketing efforts remain relevant and resonate with the evolving expectations of the audience. **Personalization Strategies:** An effective way to align marketing efforts with consumer preferences is through personalized strategies. Recognizing that one size does not fit all, a strong brand leverages data and insights to customize its messaging, content, and experiences. By delivering personalized content based on individual preferences, your brand enhances consumer engagement, builds stronger connections, and fosters brand loyalty. ## Brand Positioning: Standing Out in a Crowded Market Distinguishing your brand from the competition is more crucial than ever in the competitive CPG industry. A crowded market presents challenges and opportunities, requiring a strategic approach to carve out a distinctive identity that captures the attention and loyalty of your target audience. Here’s how your brand can effectively position itself to stand out amid fierce competition: **Define Your Unique Value Proposition (UVP):** Clearly articulate what sets your brand apart from others by identifying your unique strengths, whether in product innovation, exceptional customer service, superior quality, or a combination of factors. Your Unique Value Proposition (UVP) should communicate why customers should choose your brand over others. **Know Your Audience:** Gain a deep understanding of your target audience’s needs, preferences, and pain points. Tailor your brand messaging and positioning to align with the values and aspirations of your ideal customer. Speak directly to their concerns and desires to create a stronger emotional connection. **Consistent Brand Messaging:** Ensure a cohesive and consistent message across all channels; from your website and social media to advertising and customer interactions, a unified[ brand voice](https://www.smashbrand.com/articles/how-to-create-a-unique-brand-voice-that-stands-out/) reinforces your identity and makes a lasting impression. **Create a Compelling Brand Story:** Craft a narrative that goes beyond product features by sharing the story of your brand’s journey, values, and mission. A compelling narrative helps consumers relate to your brand personality, making it more memorable in a sea of options. **Innovate Responsively:** Stay ahead of the curve by continuously innovating, anticipating market trends and evolving customer needs, and adapting your products or services accordingly. Innovation keeps your brand relevant and positions it as a leader in the industry. **Build Strong Visual Identity:** You should invest in a visually appealing and distinctive brand identity. Consistent logos, brand color schemes, and design elements create a strong visual association with your brand, and a memorable visual identity contributes to instant recognition and recall. **Emphasize Customer Experience:** Exceptional customer experiences set a powerful brand apart; therefore, you should prioritize customer satisfaction through excellent service, personalized interactions, and prompt issue resolution. A positive customer experience builds brand loyalty and encourages word-of-mouth marketing. **Monitor and Adapt:** Regularly assess market dynamics, consumer feedback, and competitive landscape, ensuring your brand development process is ongoing. Be agile in your approach, ready to adapt your brand positioning in response to changes in market or customer expectations. ## Execution: Bringing the Brand to Life Marketing and advertising are the architects of brand building, translating brand strategies into compelling narratives. Through targeted campaigns and strategic communication, they breathe life into your brand, ensuring it resonates with the intended audience and leaves a lasting impression. Seamless integration of your brand strategies across diverse channels is pivotal for a successful brand. From online platforms to traditional media, a consistent brand presence fosters recognition. This integration ensures that every interaction reinforces your brand message, creating a cohesive and impactful consumer experience. Effective execution of your marketing strategy requires a keen focus on measurement and adjustment. As we have said, it can be a rigorous process; therefore, regularly assess the performance of brand strategies, leveraging data-driven insights. By identifying what works and what needs refinement, brands can adapt swiftly, optimizing their strategies for maximum impact in the ever-evolving market. ## Measuring Success: Evaluating the Impact of Brand Development Efforts Defining and tracking Key Performance Indicators (KPIs) is instrumental in gauging the success of brand development efforts. Whether it’s brand awareness, customer engagement, or conversion rates, these metrics provide a quantitative lens through which your brand can evaluate the effectiveness of its development initiatives. Furthermore, sophisticated tools and techniques are essential for a comprehensive brand performance analysis. You can leverage [social media analytics tools](https://whatagraph.com/blog/articles/best-social-media-analytics-tools) to customer surveys software, leveraging diverse methods to enable your brand to gain nuanced insights into consumer perceptions and preferences, facilitating informed decisions for future strategies. The journey of brand development is an ongoing process of refinement, so embrace a culture of continuous improvement, staying agile in response to market shifts and evolving consumer expectations. Brands that prioritize adaptation ensure their strategies remain relevant and effective over the long term. ## Data-Driven Brand Development That Can Guarantee Sales Performance. If you need a complete retail branding blueprint to ensure your brand’s success, we can help. SmashBrand is a brand development agency that researches, designs, and tests all products to ensure peak shelf performance. Book a time to discuss your project with our team. **Categories:** Strategy, Design, Testing --- ### [What a Real Brand Activation Toolkit Looks Like.](https://www.smashbrand.com/articles/brand-activation-toolkit/) **Published:** April 11, 2023 **Author:** Jason Vaught **Excerpt:** Most brands look great in a pitch deck and fall apart at shelf. That’s because the real world doesn’t care about your mood board. It cares about clarity, consistency, and how fast you can execute across retail, digital, and everywhere in between. A brand activation toolkit closes that gap. Read on to learn what goes in it, why it matters, and how to build one that actually drives sales. **Categories:** Positioning, Strategy, Design --- ### [6 Ways for Startups to Get Away with Self-Made Labeling.](https://www.smashbrand.com/articles/6-ways-for-startups-to-get-away-with-self-made-labeling/) **Published:** March 19, 2014 **Author:** Kevin Smith **Content:** For designers of all stripes, watching small businesses fly without the net of experienced design insight can be cringe-inducing. But let’s face it: since the dawn of the driveway lemonade stand, kids have been scribbling crayon-mutilated “writing” onto poster boards and calling them advertisements. No one is saying you can’t be successful — even if you sin omission and leave [packaging and label design](https://www.smashbrand.com/) out of your budget. But doing so requires a little old-fashioned American ingenuity and elbow-grease, the same things that turn baby’s first billboard into baby’s first twenty-dollar bill. If you find yourself at the helm of a startup business and wonder how you can get away — at least initially — with homemade or in-house label design for your products, it’s important to keep a few things in mind. Here are six ways startups can create their own product labels to get their financial juices flowing until they can afford to hire a top-notch packaging designer to take sales and branding to the next level. ## 1. Get Help First, if you’re going “commando” with self-designed labeling, consider employing a mass-production custom printing company like VistaPrint or Zazzle. While these companies tend to create products that all fit a general, somewhat vanilla and easily identifiable aesthetic, the label designs they can help you create will certainly be good enough to sustain your business until you can afford to bring in the labeling pros. In addition to label design, these online printing warehouses also create custom apparel, collectible items, and other marketing gimmicks. ## 2. No Such Thing as Too Much Photoshop So you’re not a graphic designer. The first step is admitting you have a problem; it looks like you’ve done that. Step two in this case should be trying out a flagship graphics editing and design program like Adobe Photoshop to see what you can create using its cadre of top-notch tools. What you lack in graphic skills and label design training can be offset and supplemented by the groovy algorithms that make Photoshop so reliable. Again, you’ll get major bang for your branding buck by investing in a professional design team, but starting small is respectable; these types of programs can help you create good placeholder labels while spreading your wings. ## 3. Get Crafty While you’re coming up with ideas to implement into your self-labeling strategy, why not harness the power of the social network for DIY denizens: Pinterest. A quick search can provide hundreds of images from which to jump off the high dive into a teeming abyss of exceedingly crafty people who obviously have too much time on their hands. We mean no disrespect, of course. A cursory glance got our graphics juices going again, so give it a shot and see if you can’t get some good ideas. ## 4. Back to Basics If you have no idea where to begin and are going about this like some hippie hermit, two things: 1) more power to you and 2) maybe consider a few basic design principles before you begin. If you choose to go it truly alone, going back to basics is never a bad idea. Consider factors such as how your product will stand out among its competitors on crowded retailer shelves; whether less might be more when it comes to messaging on your labels; how your brand’s unique personality can be reflected in the label design; and how sustainable and responsible your packaging needs to be. Reflecting on these basic principles may inform your design decisions as you embark on a self-labeling journey. ## 5. Know the Rules Finally, don’t forget to verify any specific rules and regulations set out in your municipality, state, or the U.S. that may limit or inform the essential information required to be included on your labels. Forgetting this crucial step can prove a costly mistake; it’s another reason why calling in the pros is a good step to take. Especially for products in the personal care and food and beverage sectors, labeling regulations must be carefully considered. ## 6. Homespun Hegemony For you few, you happy few, you band of ballsy self-labeling brothers, skipping the professional input doesn’t have to be a death knell. Considering the resources and guidelines above, you can overcome your graphics deficit by leveraging your DIY labels as an asset or marketing opportunity. With hipsters driving the return to a love for things kitsch and Americana, a good old homespun look might even be a boon to your marketing. Think of the marketing power harnessed by those little “Made in the USA” tags, and fly your domesticity flag proudly. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development company](https://www.smashbrand.com/development/) and a data-driven [packaging design firm](https://www.smashbrand.com/) for FMCG and CPG brands. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [5 Signs You Need to Fire Your Logo Designer.](https://www.smashbrand.com/articles/5-signs-you-need-to-fire-your-logo-designer/) **Published:** March 15, 2013 **Author:** Kevin Smith **Content:** Any designer who tells you that logo creation is easy is clearly running their operation from the back of a Chevy Aveo. Logo design is much, much more, than coming up with a font and a mascot. It has to clearly communicate not only the message of the product, but also the brand in an evocative and visually appealing manner. If you’ve hired a logo designer that has done any of the following five things, then have his Aveo towed from your premises immediately. ## **1. Use Other People’s Images** Not only could this hideous mistake result in a wholly unoriginal logo, it could also be legally problematic. You see, although your logo designer might have used a copyrighted image in a slightly unusual way (traced it, digitized it or used a slightly different color scheme), it is still copyright infringement, and it is quite easy to trace using such sophisticated and James Bond-ian electronic tools as Google. Even if this fraud is never discovered (yeah, right), the logo will by its very nature not be unique, and that spits in the face of the whole point of a visual badge: to differentiate yourself from your competition and visually explain exactly what sets your brand apart from the others. ## **2. Be Overly Trend-Centric** From a business perspective, it’s very tempting to use a visual design strategy that has a proven record of success. “The public likes this; let’s give them much, much more of it,” seems to echo throughout the halls of many marketing firms. However, the problem with trends is the fact that they, by their very nature, are destined to die. Using a logo design that borrows heavily from contemporary fashions will virtually guarantee that your logo will look dated in only a few years’ time, and possibly less, since globalization has sped up the spreading of trends so significantly that they commonly become laughable before the ink on the trendy logo design is even dry. ## **3. Makes All Designs Follow a Signature Look** The problem with many artists and designers is that they seem to think that having a style that makes their designs instantly identifiable is somehow a good thing. It doesn’t matter how incredibly prestigious a designer is; if people look at your logo and instantly think of the designer that created it, than the logo has singularly failed in its purpose. You don’t want your designer using your product and your brand to sell himself; you want him to use his skills and expertise to sell you. ## **4. Uses Overly Complicated Visual Metaphors and Imagery** There are many logos for really, really big brands out there that are so complex that they require a dissertation to interpret them (these logos typically involve automobiles). A logo is symbolic, to be sure, but if the symbolism cannot be grasped within a few seconds of seeing the logo, then what good does it do you? ## **5. Uses Visual Clichés** Designer 1: I have an idea for the logo design for the Temecula dental office. Stop me if it seems too crazy. Designer 2: Oooh, I can’t wait! Designer 1: We use a large banner, see? With the name of the dental practice in, I dunno, the Microsoft Word Kristin ITC childish font, see? Designer 2: I’m getting excited. What else? Designer 1: And then on the right side – get ready – a picture of a tooth! Not just any tooth, a molar. Designer 2: YES, YES, YES… Designer 1: Hang on. Bookending the typography will be a picture of a toothbrush. Designer 2: You mad genius, you. Alright, so this conversation has never happened. But a dental office logo featuring a picture of a tooth, or a multinational corporation with a picture of a globe, or a pizzeria with a little man twirling pizza dough are logo concepts that need never be exploited again. Ever. So, what have we learned? We’ve learned that logo design is an intricate affair, involving individuality, simplicity and an appreciation of trends coupled with the strength to ignore them. Also, judging from that last exchange, perhaps Graphic Designer 2 needs an everlasting cold shower. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, we make [data-backed package design decisions](http://www.smashbrand.com), and our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [4 Packaging Standbys that Might Be Going Bye-Bye](https://www.smashbrand.com/articles/4-packaging-standbys-that-might-be-going-bye-bye/) **Published:** May 18, 2016 **Author:** Kevin Smith **Content:** ***We all thought that pagers were here to stay. Here are some packaging designs we were also wrong about.*** Remember the charm of boil-in-a-bag frozen dinners? How about those ultra-long CD packages? Don’t you miss zip-top beer cans? No? Well, that’s because those are what we call outdated packaging designs. Some marketing genius discovered more effective packaging strategies, and we haven’t looked back. We don’t fondly remember the days of waiting in line at the post office, or manually balancing checkbooks, either. Packaging design is ever evolving. Thanks to scientific, engineering, and technological advances, specific packaging structures are no longer meeting the standards. Oh, it’s not anyone’s fault, really – it’s not like the designs were inherently flawed, or anything. It’s just that we know so much more now than we used to. For example, thanks to market research, we can gain precise insights into what consumers think and gain an understanding of a [package design that performs in market](https://www.smashbrand.com/). It’s not always pretty, and it doesn’t always make total sense. Nevertheless, if our products are going to compete, we have to know if buyers want to squeeze their bottles or pump them, what color they want those bottles, and if they wish to have Taylor Swift’s picture on them. Although classic packaging concepts will always make a nostalgic resurgence, some might be more trouble than they’re worth. Here are a few ideas that are no longer as ubiquitous as they once were. ## Jar packaging for cosmetics. We still see jars of various creams and gels on store shelves, but with some research studies indicating that specific formulas [lose their efficacy](https://www.paulaschoice.com/expert-advice) when exposed to light and the oxidation process, many buyers are opting for more affordable, non-jarred products. This makes sense; if they’ll be rendered ineffective by their packaging in a matter of days, then why waste perfect money? Also, albeit less importantly, although jarred cosmetics contain preservatives and antibacterial agents, constantly dipping your fingers into the same pot of moisturizer over and over is, well, gross. ## Non-squeeze ketchup bottles Glass ketchup bottles, and certainly the artisanal ketchup jars, are undoubtedly cute and nostalgic, but they aren’t the most efficient product-extracting mechanisms in the world. There’s no practical reason to sit at a diner table, vigorously shaking and pounding on a glass bottle when you could have squeezed the desired amount in a fraction of a second. When it comes to smooth condiments, we demand the option of squeezing. ## Cork closures in wine bottles Wine corks are slowly beginning to lose their wine-closing dominance – but [not without a massive struggle](https://www.npr.org/sections/thesalt/2014/01/02/259128689/cork-versus-screw-cap-dont-judge-a-wine-by-how-its-sealed). Although it is becoming increasingly apparent that screw cap wines can be just as fine as their cork-closed counterparts, there are still enthusiasts who cling to the ceremony and the antiquity of the traditional cork. But, in addition to being easier to open, screw caps don’t produce what is called “cork taint,” a wine-ruining phenomenon that is caused by chemical compounds that are either transferred through the cork or by it. There are arguments in favor of using corks, namely that they allow just enough oxygen during the aging process to add mellowness and complexity. However, for wines that aren’t meant to be aged for several decades, screw tops might be the way to go. ## Non-resealable containers Is it so hard to put a Ziplock bag on? If a bag or box of snacks contains multiple servings, why not make the packaging easy to close securely again? We are a frugal and mobile society. We carry our snacks in our bags and eat them on the go – we don’t want our Spicy Street Taco Doritos spilling out all over the bottoms of our designer man purses. We’re not predicting that these outdated package designs will be gone by winter, but the public has made its preferences clear. Ensure you are aware of your market’s habits before committing to a design that may soon generate its own series of obnoxious blog posts. **Categories:** Design --- ### [Designers Guide: 4 Must-try Package Design Programs.](https://www.smashbrand.com/articles/4-must-try-package-design-programs/) **Published:** January 28, 2014 **Author:** Kevin Smith **Content:** While we strongly advise using a bona fide [packaging design company](https://www.smashbrand.com) to design product packaging, the design protégé can come up with his or her own legitimate structured design ideas with the help of decent tools. Thanks to computer-aided design (CAD) software, the days of squinting over drawing tables, tallying endless rows of calculations with an abacus and manually hot-gluing pieces of dry-cleaner cardboard are over! In this day and age, package designers can employ one of dozens of 3-D package design programs and simply devote all of their time and energy to scrolling through online forums and chatting with program support about just *why the hell* the program changed all of the dimensions after modifying a single stroke. (Answer: Because you didn’t align the stroke to the inside of the path, duh.) ## Options Galore Yes, there are downsides to working with some design programs – seemingly endless updates; clients unable to view the prototype due to browser incompatibility; non-robust user forums; large, un-emailable files that are difficult to compress – but familiarity with different programs is critical to determining which is the best, most efficient program for your particular needs. Here are a few programs to consider: ### **Adobe Illustrator** Adobe is the first rung on the structured design ladder if you’re a package design student or hobbyist. Illustrator and Photoshop are excellent foundation programs for junior package designers who want to learn the basics of 3-D imaging, vectors, label placement and all of the purely aesthetic aspects of package design. Illustrator allows even the least expert user to fabricate a computer image of a fairly sophisticated package structure without irksome geometric knowledge, material familiarity or dieline creation. ### **Impact Design Software** Suppose you’ve graduated from the frolicsome fun of Adobe Illustrator and are looking for a program that will help you manufacture actual packaging that might house products. In that case, the Impact program by Arden Software is an excellent CAD tool. Although [packaging design company](https://www.smashbrand.com/) professionals primarily use it, the layout is streamlined and straightforward enough for a relatively novice packaging designer to understand. The program comes with a library of templates for basic packaging structures that can be manipulated to produce custom specs, along with material types, dimensions and packaging features. There is also an integrated artwork feature that allows the user to import labeling designs to the face of the package. The diemaking toolset is pretty darned sophisticated, too. The program offers customizable parameters that can define various cuts, creases, different tool angles, and all supporting dieline data. ### **CAPE Systems** While it may not be as glamorous as the Adobe or Impact programs, CAPE Systems packaging and palletizing software is nonetheless just as valuable. The CAPE Pack program allows manufacturers to design the best pallet structures for bulk product shipment. You enter the product size, load weight, height, and dimensions for single pallet loads, mixed product pallet loads, case sizes, and pallet style. **KASEMAKE** KASEMAKE packaging design software offers basic packaging design programs and point-of-purchase display parametrics. You can design free-standing display units for any product package – compact discs, beverage containers, books, clothing, live dwarf monkeys, or anything else. Another cool feature is the 3-D background imager, which allows the user to place the point-of-purchase display within a specific store environment and judge how it will look against different shelving displays, lighting schemes, and floor colors and textures. So, what have we learned today? We’ve learned that there is a package design program for nearly every level of package designer. We’ve learned that product packaging encompasses not only the wrapping around the item itself, but the wrapping *around the wrapping of the item*, and even though there aren’t any awards for fantastic pallets, there are penalties for horrible ones (damaged products, loss of revenue, job loss, starvation, death). Lastly, we learned that if you are designing a free-standing display for live dwarf monkeys, you darned well better accurately anticipate the retailer’s flooring texture and color. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development company](https://www.smashbrand.com/development/) for FMCG and CPG brands. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [3 More Reasons Your Label Is Boring to Customers.](https://www.smashbrand.com/articles/3-more-reasons-your-label-is-boring-to-customers/) **Published:** May 14, 2013 **Author:** Kevin Smith **Content:** People get bored easily. We know this because in the time it took us to write that last sentence, we got up for coffee, shot a few hoops, watched 13 YouTube cat videos and found three brand new places to scratch ourselves. (Who knew the roof of the mouth could itch?). Question, are people getting bored with your label? Keeping the human animal’s boredom threshold in mind, you want to make sure your product’s label is as thrilling, chilling and killing as it’s possible to be without confusing your brand identity or causing seizures. We’ve already touched upon this in a [previous article](https://www.smashbrand.com/articles/three-reasons-your-label-isnt-attracting-your-customers/), but here are a few other areas you’re going to need to consider before your label achieves complete and total grandiosity — or at least stops making people collapse into instant REM sleep seconds after glancing at it. As one of the most respected packaging design agencies, allow us to give you a few reasons your customers may be bored with your label. ## **Label Font** If you even consider using the Times New Roman font or any other font found in Microsoft Word, for that matter, we’re going to fling our hands up in disgust and just walk away. This is your product label, for heaven’s sake. Try to use something slightly special. Of course, it is possible to go overboard with [special](http://gladallover.files.wordpress.com/2012/04/london-olympics.jpg?w=490). We can’t teach you to have taste, but we can encourage you to at least use a font that doesn’t look like poorly coordinated ransom note authors designed it. ## **Label Material** “Material,” you ask? “Aren’t the only choices paper or plastic, like grocery bags before supermarkets shamed you into carrying your purchases in thoroughly insufficient burlap totes?” Well, yes and no. You are free to choose whatever synthetic or naturally sourced material you wish, so long as it’s appropriate to the product (not to mention appropriate as a label). If you don’t want to hide the product behind a paper label, go with clear plastic. If you prefer the old-timeyness of a textured label, go with paper. If your product is being marketed to Pliny the Elder, go with papyrus. It is also very important to consider your market before you make your decision. For example: your winery might bottle the product of the rarest, most delicious, delicate and uniquely-flavored grapes in the world, but if your label is clear plastic, no one will pay more than $5.99 a bottle. Wine connoisseurs shun bottling innovations the way vampires shun holy water. If you plan on marketing (and subsequently selling) outrageously expensive wine, paper labels are the only way. ## **Label Shapes** If your label shape is the standard rectangle, we would like to invite you to join us in the 21st century. Or at least join your great-grandparents in the latter half of the 19th century, because labeling technology isn’t exactly new, here. You can have quite a bit of fun with a label shape. As long as the product name and badge are clearly legible, logically spaced and pleasing, you can make your label any funky shape you want! Go crazy! And then go sane again and ask colleagues and trusted friends if the label scheme is bold and innovative or merely a cry for help. If you don’t want to part with the cost of specialty dies that cut unique label shapes, you can skirt that by using the magic of graphics. Simply design your desired shape within the traditional rectangular label and match the borders to the color of the container. Easy-peasy, lemon squeezy! So, what have we learned today? We learned that the public has a short attention span, forcing you to change your product’s label more often than your socks, lest they become bored and cranky (the public, not your socks). We learned that the 2012 Olympic font looks like the most primitive form of masking tape art. Lastly, we learned that expensive, snooty wine bottles use paper labels; wines flavored with corn syrup use clear plastic. We’re not judging; we love a wine we can enjoy at dinner and on our morning breakfast cereal. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a [package that performs in market](https://www.smashbrand.com/). [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [A Timeless Approach to Modern Packaging Design.](https://www.smashbrand.com/articles/modern-packaging-design/) **Published:** July 20, 2022 **Author:** Michael Keplinger **Content:** What does modern mean to you? Your answer will probably differ from other professionals reading this article. To say that the definition of modern is broad would be an understatement. You may miss your target market if you create a Modern packaging design based on what you feel modern designs should be. If you leave subjectivity to a professional designer, then you’re even less likely to meet earning expectations since they know less than you do about your ideal consumer. We have said many negative things about getting it wrong, but with the right modern packaging, you can grab potential customers with pinpoint accuracy. How we get to this point requires us to rethink the following question. ## **What is Modern Packaging?** To start, the definition of “modern” leaves out an important point about current industry trends. It leaves out the fact that the past always comes back around to become, once again, modern. We see this directly in [packaging design trends](https://www.smashbrand.com/articles/packaging-design-trends/) with brands like [Onda in Miami Vice theme designs.](https://drinkonda.com/) Sometimes, a brand looks into history when considering a more current packaging design, but not always. To reach our target audience with a modern design, we must first know who our target audience is. What does modern mean to them? Look at their clothing style, household design, and the music they listen to so you have insights into what modern is through their lens. The actual definition of Modern is “relating to the present or recent times as opposed to the remote past.” Remote past is the keyword here since it shows a recent history rather than centuries ago. The modern man looks to the early 1900s for shaving products. Modern women wear jeans that peaked in popularity in the late 80s and 90s. We say this to reinforce how we don’t have to look to the future to find a modern design that our current consumers will love. ## **Types of Modern Packaging Designs** The design element for modern packaging has a different definition than modern packaging components. Here, the consumer is looking for innovation. Nobody wants to go back to a time when packaging was difficult to open, made from unhealthy products, and didn’t preserve the ingredients inside. The best creative packaging designs are those that solve problems both in packaging and in appeal. A contemporary packaging design could have a hippy era look but with the practicality of current times. Get this right with your modern package design and watch as your product revenues climb. ### **Modern Logo Design** Establishing a strong brand identity requires more thought than looking at consumers in the here and now. A modern logo design needs to have a forecast component, so brand identity is maintained through many label design changes. For this reason, simplicity is important for logo branding. The more elements you have with your logo design, the more risk that it lessens the impact. The right designers with years of experience understand this, and while it sounds strange to pay more for less, it’s the best approach for logo design. ### **Straight Line Designs** A commonly held assumption about modern packaging is that, where possible, the lines should be clean and straight. If you look at modern food packaging, you see plenty of examples where brands opt for modern square or rectangle box designs vs. cylinder packaging. But don’t assume that a clean and stylish packaging design is always the best idea. Test this against more unique packaging with a shapely appeal to see how it performs. At SmashBrand, we like the saying “strong ties loosely held.” ### **Minimalist Packaging** A good portion of CPG categories embraces minimal designs. This trend works for some industries but not so well for others. Before assuming a minimalist design is a way to grab attention, determine if it will make your brand stand out or become invisible against competitors. In the noisy sports nutrition industry, brands like Gaspari Nutrition have accomplished this. You wouldn’t assume their [pre workout graffiti design to be modern](https://gasparinutrition.com/products/superpump-aggression/), but it is. They looked at the tattoo industry, the trend in the city-approved graffiti art, and artist sketches noticing how graffiti went from a punishable crime to a respected industry. This packaging is minimal by comparison but stands out against noisier products. ### **Modern Materials** The packaging industry now has access to modern packaging materials that can further a trending look. Aspects like recessed fonts, raised fonts, matte finishes, foil finishes, and every other form of packaging element make a modern design from any era stand out. ### **Modern Color Schemes** The illustration of your graphic design begins with finding the right color scheme. Most do not think of bold colors with modern designs. Instead, focus on basic or pastel colors throughout their product packaging. We would agree with this to a point, but say that the modern design uses a bright color only when necessary. As mentioned, many categories have latched on to the 80s Miami Vice theme. Returning to the brand, Onda, you see how they haven’t flooded their product packaging with bold colors but use them in a specific proportion to separate one from the other. ### **Modern Fonts** After you’ve decided on the purchase drivers and chosen a color scheme, it’s time to choose the best font for your packaging. Having the correct typography makes it easier for your message to go from package to consumer. The question is, how do you create a modern, stylish package design while keeping fonts clean and easy to read? Actually, most overthink this process. As we expect modern fonts to be clean in almost every product category. Even the wildest illustration should stick to fonts that prevent squinting. [Canva recommends 50 different fonts that they believe to be modern by design](https://www.canva.com/learn/modern-fonts/). All of them avoid straining the eyes. ### **Appeal To a Modern Story** Here we find a type of modern that does not trend toward history. A modern story is timeless, current, and sometimes both. Either our lives have struggles that started at the beginning of time, or they are because of recent innovations. A modern packaging design speaks to the busy mom who is juggling many responsibilities. How so? One example would be in [coffee packaging design](https://www.smashbrand.com/articles/coffee-packaging-design/), where you address the hopes and desires of the busy mom with subtle notions of calm and simplicity. We guarantee that product packaging that screams at mom will not result in greater purchase intent. A current packaging design finds inspiration at the moment. When your product packaging design matches the tangible interests of the buyer, along with a modern story appealing to the consumer, you have a repeat purchase formula. ## **Modern Box Design** The modern box isn’t all that different from those of years past. What has changed in current packaging is its ability to become shapely with design elements that make it stand out. This is one way we can create a balance with contemporary packaging offering a new feature for those “history repeats itself” trends. Yes, secondary box packaging increases your cost. However, when we test it against bottles alone, most times, we find that box product packaging is a worthwhile investment. ## **Sustainability in Modern Packaging Design** In this modern world, there’s a certain level of expectation for all products to have a [sustainable packaging design](https://www.smashbrand.com/articles/consumer-demand-for-sustainable-packaging-is-on-the-rise/)**.** Eco-friendly packaging now expands beyond the natural products industry. Now, mainstream brands across all grocery store aisles implement this as a marketing strategy. The question isn’t should you use packaging from reusable materials but is, but how can you link sustainable with modern? Having worked with thousands of clients at SmashBrand, we understand that sustainability doesn’t guarantee more sales and greater profits. We may put the blame on the messaging, but the blame mostly lies in the difference between what consumers say they want vs. what happens at the point of purchase. ## **Modern Means Convenience** One thing that is absolutely true in our busy world is that we lean towards convenience. Sure, there are cult followings for every category where people appreciate taking their time, but convenience means greater sales unless it’s a category we are passionate about. This doesn’t mean that your product needs to be in a blister pack at the register of a convenience store. We are talking about simpler ways to open a package, pour spots that prevent spilling, pre-measured serving sizes, and anything that encourages convenience. Pineapple is a good example. You could buy a pineapple, wait for it to ripen, cut it, and remove its core. Or, you could grab a freshly cut pineapple chunks pack from the produce department. Which will you choose? ## **Modern Testing For Product Packaging** We’ve mentioned testing your products a few times, but we need to reiterate its importance. Why would you risk your product’s performance when there’s a scarily accurate way to predict how your product will perform in a retail setting? As SmashBrand, we use a proprietary testing process that places your product in a simulated buying environment against its competitors. This process gives you real-time feedback on how a design will perform, which is more often than not, different from what a brand and its packaging designers assume. ## **Modern Packaging Design Agency** Want a winning brand? Our brand development and packaging design agency does more than make a good design. [Our packaging process](http://www.smashbrand.com) makes certain that your product performs on the shelf. We believe that great packaging is determined foremost by the volume of sales it generates rather than its artistic value. Book a time to discuss your project with our team. **Categories:** Design --- ### [Improve Your Brand Strategy With FMCG Market Research.](https://www.smashbrand.com/articles/fmcg-market-research/) **Published:** May 4, 2022 **Author:** Jason Vaught **Excerpt:** Discover how FMCG market research drives product success with data, consumer insights, and strategy. Learn how top brands win in a competitive market. **Categories:** Strategy --- ### [When to Use Secondary Packaging as Your Sellable Unit.](https://www.smashbrand.com/articles/when-to-use-secondary-packaging-as-your-sellable-unit/) **Published:** December 19, 2025 **Author:** Jason Vaught **Excerpt:** Learn when to use secondary packaging as your sellable unit to protect products, boost shelf impact, and meet retail and fulfillment requirements. **Categories:** NICE PACKAGE, Design --- ### [Flexography vs. Lithography vs. Digital Printing: A Primer on Commercial Printing](https://www.smashbrand.com/articles/flexography-vs-lithography-vs-digital-printing-a-primer-on-commercial-printing/) **Published:** January 2, 2019 **Author:** Kevin Smith **Content:** *Who’s Flexo? What’s a Litho? If you’re confused about the different printing methods available to business owners, you’ve come to the right place.* Commercial printing is the link between your customers and your brand. Whether it’s for packaging, labels, business cards, or shipping materials, it pays to know the differences between each of the printing options that [bring your marketing materials to life](https://www.smashbrand.com/articles/understanding-cpg-market-research/). If you need a primer on the differences in flexography vs. lithography vs. digital printing, you’re in the right place. Given that printing is the heart of packaging design, we love to talk about it—and we’ll set the record straight for those who are confused about the process. Let’s review the differences between each style and compare the benefits of commercial printing. ## Let’s start with flexography. Flexography (called “Flexo” by the cool kids) is a surface printing method that utilizes flexible rubber plates and quick-drying inks to transfer images onto surfaces. More specifically, a Flexo printing process will involve creating rubber (or polymer) plates with the desired image engraved on the surface. These plates are then wrapped around hard cylinders that pick up ink and apply them to the printing medium. After application, the material is sent through a dryer to prevent smudging. ## What’s so great about Flexo? Flexo has been around for a few decades, making it an older choice for commercial printing. And the process has stood the test of time for good reason: **It’s simple, fast, and low-cost at scale.** Manufacturers print and cut their materials all through a single system, which mean high efficiency for mass-produced designs. In terms of materials, Flexo is a great choice for printing on non-flat media: corrugated cardboards, shrink sleeve wraps, pouches, double-sided labels, and so on. We can thank the unique “stamping” process of flexography for this benefit. Unlike other printing methods, like screen or DTF for [t-shirt printing](https://coastalreign.com/custom-products/custom-clothing/t-shirts/toronto-on), Flexo slaps the ink right on the substrate’s surface with no trouble printing on uneven surfaces or mixed media Clearly, the market supports this method. [Market research suggests](https://www.smithers.com/services/market-reports/printing/the-future-of-flexographic-printing-to-2023) that the flexographic printing industry will hit a whopping $40 billion by 2023, with some projecting that the revenue for printing in Canada might hit $500 billion by 2030. ## What are the drawbacks of Flexo? Flexo *does* have a few drawbacks. Each plate used in the flexographic process can print only one color at a time. You’ll need additional plates if you want multiple colors—which can raise your project’s costs. And depending on your project, it can also be less affordable at scale than our next option: Lithography. ## Lithographic Printing Lithography involves applying ink to a printing plate typically made of metal or stone. Here’s where the Latin comes in—” lith ” means rock or stone. Of course, metal plates are more common these days. Next up, we have lithographic printing—a method that’s been used since 1796. We love explaining Litho because it allows us to discuss everything from printing styles to Latin to basic chemistry. Whether stone or metal, the Litho plate is then pressed into a rubber blanket, which is used to apply the ink into the printing substrate. (As an aside, the use of this rubber blanket is why you’ll often hear Litho referred to as “offset” or “offset lithography.”) Part of the Litho process involves applying an oily emulsion to the printing plates before transferring them to the blanket. If you think back to chemistry class, you’ll remember that oil and water repel each other—and since most commercial inks are water-based, this emulsion helps the ink stay where it should when applied to the substrate surface. ## What’s so great about Litho? The biggest advantage that Litho has over Flexo is in print quality. The complex processes listed above give Litho printing a high-quality finish ideal for packaging with detailed designs or photos. Litho works best for flat media, such as paper, foils, cloth, plastics, or flat cardboard. It’s also suitable for larger projects as the materials perform well during long print runs. **The combination of high-quality prints and efficiency in large-scale projects** are why Litho has remained a printing mainstay for hundreds of years—and why it’s so commonly used for projects like magazines, stationary, and textbooks publications. ## What are the drawbacks of Litho? Litho is best for flat media and performs poorly on rough surfaces. This limits its application for uneven print jobs, corrugated cardboards, textured surfaces, and other specialty print projects. Lithographic jobs also tend to cost more than Flexo jobs due to the complex nature of the printing process and the unique materials required. However, Litho is great for big printing projects, so the unit cost will decrease as the quantity increases. Therefore, it can become more affordable at scale. ## Digital Printing The newest contender in the printing arena, digital printing, differs from Flexo or Litho. Think back to the old Inkjet printers we used to have. Digital printing works similarly, using a combination of ink cartridges and heat to apply thin layers of ink to substrate surfaces. And … that’s basically it. Simple, right? ## What’s so great about digital? Digital is unique compared to Flexo or Litho as it’s not designed for mass production or long print runs. Digital offers some great benefits: - **High-quality images** - **Low setup costs** - **Data variability from print to print** That last point is key. Each print can be customized based on the data entered into the printing software, meaning companies that need custom barcodes or unique identifiers on packaging can easily adapt their templates. Flexo and Litho, which require custom-built plates for large-scale production, can’t accommodate print jobs in this way. ## What are the drawbacks of digital? Primarily, the biggest drawbacks of digital are its relatively high production costs and slow production speed. It’s unsuitable for print jobs where thousands of labels need to be created and doesn’t offer cost advantages at scale. Digital is ideal for short runs (and it’s becoming more economical for bigger projects as digital technology develops. Forecasts show the [digital print for packaging market](https://www.packagingdigest.com/digital-printing) will reach $15.3 billion this year, but its capability is still limited compared to more established printing methods. ## Which is best for my project? All, and none. Comparing flexography vs. lithography vs. digital printing isn’t about competition; it’s about recognizing that these options are complementary methods that most brands employ. It all depends on what materials you’re printing on and your company’s goals. Keep this in mind as you consider options for your printing runs, and don’t get caught up in favoring one option over another. **Categories:** Design --- ### [10 Of The Most Transformative Rebranding Examples.](https://www.smashbrand.com/articles/rebranding-examples/) **Published:** September 25, 2022 **Author:** Jason Vaught **Excerpt:** Discover powerful rebranding examples that transformed brands, boosted relevance, and captured new audiences. See what works—and why it matters. Read on for real-world brand reinventions. **Categories:** Strategy --- ### [How To Create A Rebranding Rollout Plan.](https://www.smashbrand.com/articles/rebranding-rollout-plan/) **Published:** September 29, 2022 **Author:** Jason Vaught **Excerpt:** A rebrand often fails because of a sloppy rollout. One wrong move and you confuse customers, lose trust, or stall momentum. A tight rebranding rollout plan prevents that. Read on to learn how to launch with clarity, confidence, and measurable impact. **Categories:** Strategy --- ### [5 Factors Consumers Consider When Choosing Your Product.](https://www.smashbrand.com/articles/5-factors-consumers-consider-when-choosing-your-product/) **Published:** February 4, 2014 **Author:** Kevin Smith **Excerpt:** Why do shoppers choose one product and ignore ten others sitting right beside it? The answer isn’t price alone—it’s psychology, perception, and trust colliding in seconds. If you want your product to win that moment, read on to learn what actually drives buying decisions. **Categories:** Design --- ### [Ten Risks Of Rebranding And How To Address Them.](https://www.smashbrand.com/articles/risks-of-rebranding/) **Published:** September 11, 2023 **Author:** Jason Vaught **Excerpt:** Rebranding can unlock growth—or quietly destroy trust if you get it wrong. From customer confusion to reputational damage, the risks are real and costly. Before you change what people recognize and rely on, understand what’s truly at stake. Read on to learn how to navigate the risks of rebranding the right way. **Categories:** Strategy --- ### [How To Create A Profitable FMCG Pricing Strategy.](https://www.smashbrand.com/articles/fmcg-pricing-strategy/) **Published:** April 7, 2022 **Author:** Jason Vaught **Excerpt:** Pricing isn’t just a number on a shelf—it’s a growth lever that can make or break your FMCG brand. Get it right and you drive margin, velocity, and loyalty. Get it wrong and you invite erosion fast. Read on to learn how to build an FMCG pricing strategy that actually performs. **Content:** **Categories:** Strategy --- ### [24 Critical Rebranding Questions You Must Ask.](https://www.smashbrand.com/articles/rebranding-questions/) **Published:** September 1, 2022 **Author:** Jason Vaught **Excerpt:** Most rebrands fail before design ever begins—because the wrong questions were asked. If you’re about to change your brand, pause. The answers you gather now will determine whether you grow or disappear. Read on to learn the rebranding questions that actually protect performance and drive results. **Content:** **Categories:** Strategy --- ### [A Complete List of Rebranding Survey Questions.](https://www.smashbrand.com/articles/rebranding-survey-questions/) **Published:** December 29, 2022 **Author:** Jason Vaught **Excerpt:** Your rebrand will only be as strong as the questions you ask. Skip the guesswork, expose real consumer perception, and uncover what’s helping or hurting your brand before you change a thing. Read on to learn which rebranding survey questions actually drive smarter decisions. **Categories:** Strategy, Design --- ### [3 Examples of Packaging Redesign Gone Horribly Wrong.](https://www.smashbrand.com/articles/3-examples-of-packaging-redesign-gone-horribly-wrong/) **Published:** April 7, 2014 **Author:** Kevin Smith **Categories:** Design --- ### [The Worst Rebranding Examples Of All Time.](https://www.smashbrand.com/articles/worst-rebranding/) **Published:** February 16, 2023 **Author:** Jason Vaught **Excerpt:** Some rebrands spark growth. Others spark outrage. History’s worst rebranding failures prove that one wrong move can tank loyalty, destroy value, and send brands scrambling for recovery. Before planning your next evolution, read on to learn more and sidestep the mistakes that sank industry giants. **Categories:** Strategy --- ### [A Comprehensive List Of Product Naming Strategies.](https://www.smashbrand.com/articles/product-naming-strategies/) **Published:** August 2, 2022 **Author:** Jason Vaught **Excerpt:** A product name can launch a movement, or disappear in a week. The difference is strategy: knowing what your market needs, what your competitors missed, and how your brand earns its space. Read on to learn more. **Categories:** Strategy --- ### [The Complete Guide To FMCG Branding For Retail Performance.](https://www.smashbrand.com/articles/fmcg-branding/) **Published:** May 11, 2022 **Author:** Jason Vaught **Excerpt:** FMCG shelves reward the one consumers instantly trust. If your brand isn’t winning that split-second decision, you’re leaving market share on the table. Ready to fix that? Read on to learn how FMCG branding actually drives conversion. **Categories:** Strategy --- ### [This Is How You Create A Brand Positioning Matrix.](https://www.smashbrand.com/articles/brand-positioning-matrix/) **Published:** June 4, 2023 **Author:** Jason Vaught **Excerpt:** A great brand positioning matrix exposes where you should be to win. If you’re making decisions without this map, you’re competing blind while smarter brands claim the whitespace you’re missing. Ready to reposition with precision? Read on to learn more. **Categories:** Strategy --- ### [5 Steps to Take for a Successful Rebranding Campaign.](https://www.smashbrand.com/articles/5-steps-to-take-for-a-successful-rebranding-campaign/) **Published:** June 17, 2014 **Author:** Kevin Smith **Excerpt:** Rebranding a high-stakes reset of perception, value, and growth. Done right, a rebrand can reignite relevance, attract new customers, and sharpen your competitive edge. Done wrong? It risks confusing loyal audiences and diluting your brand equity. In a market where attention is scarce and loyalty is earned daily, you need a new strategy. Read on to discover how to build a rebranding campaign that drives clarity, connection, and measurable business impact. **Content:** **Categories:** Design --- ### [How To Create A Tea Packaging Design That Wins On-Shelf.](https://www.smashbrand.com/articles/tea-packaging-design/) **Published:** July 20, 2022 **Author:** Kevin Smith **Content:** While coffee might be the bigger conversation in the United States, globally, tea generates more than double the revenues. With coffee generating 102.02 billion compared to tea, which generates 207.1 billion, you can clearly see why tea is such an important part of the CPG market. Therefore, tea packaging design is critically important to a brand’s performance. The use of tea goes centuries further back than coffee, and because of this, there’s more to consider for tea than a[ coffee packaging design](https://www.smashbrand.com/articles/coffee-packaging-design/). Creative tea packaging designs using the “throwback method” must look further than the industrial age or when cowboys roamed the plains. In fact, tea dates back to the 3rd century A.D and was used in hundreds of cultures across the globe. With teas being an important part of Ayurveda medicine, most tea packaging designs take an eastern approach to imagery and font styles. This includes teas not as commonly used in Eastern medicine, such as green tea and black tea. Is this the best idea? Maybe, but it depends on your target market. With such heavy competition and a diverse customer base, tea designs must speak to an audience that can associate the brand with their lifestyle. In this article, we will look at tea packaging ideas and strategies used in today’s market and offer strategies for each packaging solution. ## **Modern Tea Packaging Design** The first important consideration is how the tea lover of today has a further understanding of premium tea and why they should drink it. No longer is black tea, just black tea. Now, modern consumers care about growing conditions, drying methods, and flavor profiles. Tea products serve multiple purposes by supporting a particular feeling and experience. This means product packaging needs to match the tea’s feeling and experience to prepare the consumer for what’s coming. This means using the right type of tea packaging, the right colors, and on-point messaging to attract the ideal customer. While traditional tea enthusiasts may opt for a single-source tea, modern consumers may opt for a tea blend that seems both fun and innovative. This is another important consideration in tea packaging design. ## **Tea Packaging Options** While traditional tea packaging continues to have a powerful influence on the market, category expansion and competition create the demand for a brand to stand out. Also, innovations in tea brewing create new opportunities to market and sell teas. ### **Stand Up Pouch Tea Bag Packaging Design** Like coffee bags, you can now present tea in a stand-up pouch, which, like coffee beans, presents a small batch look and feel. This type of packaging is common in tea shops but is finding its way onto shelves in larger grocery stores. If your branding strategy is to resemble tea crafted by an artisan, then this type of packaging can work for your brand. ### **Tea Box Packaging Design** The tea box design is the most common of all marketing types. Tea box packaging is a low-cost option providing ample room for branding and messaging. While most brands take advantage of the wide space for graphic illustration, standing out in this highly competitive landscape requires a different approach. Think of your tea packaging box as a blank canvas. Create a great design by becoming novel enough to capture the interest of your exact buyer persona. ### **Tea Can Packaging Design** We can at least partially thank The Coffee Bean & Tea Leaf for making this type of tea packaging acceptable by the mass market. With their tin cans holding loose leaf tea, Coffee Bean exposed the west coast to a new tea package. The branding strategy of tin cans includes the idea that they keep loose tea leaves safe and are more stable than that of bags or boxes. Now, Coffee Bean & Tea Leaf uses the tin can for tea bags and loose leaf teas. But it isn’t just the idea of loose tea leaves that sells this type of packaging. The metallic tins set the background for a creative tea label design. If you want to appear as if your tea package best maintains the quality of the tea leaf, then a tin can may be the right approach for your brand. ## **Single Serving Tea Packaging Designs** Like many types of food packaging, besides bulk supply, we buy or serve teas in single packages. Getting this type of packaging design is just as important as the full package design. ### **Tea Packet Design** The full packaging experience goes well beyond the initial opening of a tea box. The tea experience is longer than most CPG categories, so packaging needs to be strong from start to finish. A tea packet design should carry over the same quality and appeal as the outer packaging. ### **Tea Bag Design** 99% of tea brands miss a valuable opportunity to stand out against competitors. Both brands, big and small, use the basic white tea bag and this is a big mistake. Considering the fact that tea consumers experience the tea bag 30 times per month, doesn’t it make sense to enhance the experience a tea pouch provides? A new tea pouch design could include a unique hanging method, provide a new bag shape, or put more than a brand name and logo on the tag.[ The Tea Kitchen provides a fun example of a creative tea bag design that has note cards with personalized messages.](https://blog.theteakitchen.com/tea-accessories/10-innovative-tea-bag-designs/) Imagine the social influence a brand would have if they took this DIY idea and turned it into a commercially available product. How can your tea pouch packaging design impact top-line revenues and net profits? ### **Tea Pods** Keurig means convenience, and convenience is here to stay. Tea K cups and other tea pods will be around for as long as people keep pouring cups of coffee and tea. Most tea pods look the same with the white packaging and colorful top. They all seem to follow the initial coffee pod designs instead of distinguishing themselves from thousands of other brands. Why not a more neutral color pod? Can we add design elements to the side of the pod? What if messaging took an approach like [beverage packaging designs](https://www.smashbrand.com/articles/beverage-packaging-design/) where we have a joke or message under the cap? Can we include a quest at the top of the pod and the answer at the bottom? The point is, since consumers understand tea pods are not to be of the highest quality and freshest ingredients, consider ways to make your pods stand out during each pour. ## **Packaging That Performs** Want a best-selling tea brand? Our brand development and packaging design agency uses a [proprietary testing process and packaging design](https://www.smashbrand.com/) strategy to ensure you have the best tea packaging for on-shelf performance. If you are a tea company looking for a new design or [brand refresh](https://www.smashbrand.com/articles/brand-refresh/ "brand refresh"), book a time to discuss your project with our team. **Categories:** Design --- ### [Rebranding Package Designs That Win On Retail Shelves.](https://www.smashbrand.com/articles/rebranding-package-designs/) **Published:** December 27, 2023 **Author:** Jason Vaught **Content:** Ever wonder why some products sell better than others? The answer often (but rarely attributed to) lies in their packaging design. A well-designed package can make all the difference when attracting customers. If a product isn’t selling well, the company will engage a [branding agency](https://www.smashbrand.com/branding/), rebranding package designs to make them more effective and prevent them from being pulled from retail shelves. Rebranding package design allows companies to keep what’s working and add new elements to boost brand recognition. This helps the products perform better on shelves and grab a potential customer’s attention better. Additionally, it connects with new target markets and conveys a refreshed brand image, resonating with the latest consumer trends. A [packaging redesign](https://www.smashbrand.com/articles/packaging-redesign) can bring many advantages but necessitates thorough planning and execution. This article outlines the crucial components of an appealing branding package that influence buying decisions. You will discover the significant factors that enhance the brand’s value and revitalize outdated packaging. ## Why do companies consider rebranding package designs? Companies consider [rebranding](https://www.smashbrand.com/articles/how-to-rebrand-a-company) package designs mainly because of the changing market needs. Since consumer preferences continuously change, even the best-performing [product packaging design](https://www.smashbrand.com/articles/product-packaging-design/) may no longer be relevant to the target audience. Under such conditions, the company will experience brand identity dilution. For example, [food packaging designs](https://www.smashbrand.com/articles/7-friendlier-high-energy-food-packaging-designs/) have evolved significantly as consumers have become more health-conscious. You may have noticed brands that changed their packaging now focus more on the product’s ingredients and often discuss them from a good-for-all standpoint. The main goal is to convey the brand message to the target audience through ingredient storytelling. [Wine packaging design](https://www.smashbrand.com/articles/wine-packaging-design/) is another category that has changed significantly with time and needs. Companies have introduced single-serving bottles and unique packaging concepts to help their products stand out against thousands of competitors. Customers may also see alternative closures such as Stelvin and technical corks since companies are shifting their focus towards eco-friendly and sustainable options. Other common reasons become the basis of a rebranding campaign, which include: - Increase brand recognition and visibility. - Communicate a new brand image. - Align with changes in company vision or market. ## Key elements involved in rebranding package designs. Rebranding a [package design](https://www.smashbrand.com/articles/5-ways-package-design-can-make-your-product-friendlier/) is a systematic approach that includes many brand identity design elements. These elements add life to the product packaging, making it several times better than the old packaging. A successful [rebranding template](https://www.smashbrand.com/articles/rebranding-template) for impactful package designs must have the following elements: ### Logo redesign. A logo redesign is critical to [rebranding product](https://www.smashbrand.com/articles/rebranding-products) packaging as it provides a new visual identity and modernizes brand recognition. For example, updating a dated [snack packaging design](https://www.smashbrand.com/articles/snacks-packaging-design/) with a refreshed logo signals a revitalized product to consumers and helps the brand stand out on crowded shelves. ### Updated color palette. After [rebranding the logo](https://www.smashbrand.com/articles/logo-rebranding/), updating the color palette becomes another crucial design element for your packaging refresh. The color palette creates a theme that makes the packaging stand out and be memorable. If you think about all the big brands, you’ll notice that they all have one thing in common: uniformity in their brand colors. The color palette must reflect the product’s nature and the brand’s personality. ### New typography and fonts. The typography and fonts of a product’s packaging should be tailored to the interests of the intended target audience. For example, a beauty product may opt for elegant and stylish fonts to appeal to feminine consumers, while bold fonts can highlight important aspects and distinguishable features. This will ensure eye-catching packaging and effectively convey the product’s message to potential customers. ### Product photography. Product photography is the most important graphic design element on the packaging, and settling for stock imagery is a big mistake. It must reflect what’s inside the packaging to stir the potential customer’s interest. The photography must be appealing and highlighted well enough to convey its meaning. For instance, our Director of Strategy, Christy Lebor, posted an interesting post on her LinkedIn page in which she quickly [compared two biscuit packaging](https://www.linkedin.com/posts/christylavanway_this-is-one-of-the-best-private-label-graphics-activity-7143244577888419840-y2Zt?utm_source=share&utm_medium=member_desktop). One had a big, clearly, and boldly visible biscuit picture, while the other had a more highlighted product name. She got 11 comments on her posts, all favoring Kroger (the one with more highlighted product imagery). She even asked her seven-year-old daughter to pick one; interestingly, her kid also picked Kroger. ### Packaging structure changes. During [successful rebranding](https://www.smashbrand.com/articles/5-steps-to-take-for-a-successful-rebranding-campaign "The Ultimate Guide To Successful Rebranding.") package design, companies must also innovate the monotonous structure of the packaging. It will quickly become a spotlight for the product, and there are so many examples in the market from which to learn. Detailed market research and competitor analysis bring forward innovative[ packaging design ideas](https://www.smashbrand.com/articles/packaging-design-ideas/). For instance, the box wine packaging with a bit of tap makes pouring it into the glass so convenient. It is indeed one of the most compelling examples of [alcohol packaging design](https://www.smashbrand.com/articles/alcohol-packaging-design/). ## Developing a strategy for package redesigns. Before starting the process, companies must develop a comprehensive [rebranding checklist](https://www.smashbrand.com/articles/rebranding-checklist). This will increase the chances of success by ensuring that companies follow logical steps instead of relying on guesswork. Let’s discuss all the essential steps to developing a compelling brand refresh strategy for product packaging. ### Conducting market research. [Our packaging design process](https://www.smashbrand.com/) starts with conducting detailed market research. During the market research, it must carefully analyze [packaging design trends](https://www.smashbrand.com/articles/packaging-design-trends/) such as structure, color palettes, typography and fonts, imagery, and logo designs to find white space in a category. They must also review category trends to help tailor the messaging and visuals to today’s target audience. This step will help companies see what’s working and what’s not. Analyzing customer perspectives, especially critical demographics like senior citizens, provides insights into how the current design is meeting (or not meeting) their needs. Competitor research reveals what other brands in the space are doing with their packaging design and how the current design compares. This comprehensive understanding of the current landscape compared to customers’ needs and competitors’ offerings informs strategic recommendations for an improved packaging design that will connect better with the target audience. For example, research may show that senior[ citizens struggle to open or read existing packaging](https://www.smashbrand.com/articles/how-to-reach-senior-shoppers-with-packaging-design/). That insight leads to recommendations like larger fonts, easier-to-grip materials, and clear opening instructions to improve the unboxing experience. Insights from market research help explain [why rebranding](https://www.smashbrand.com/articles/why-rebranding/ "Why Rebranding Is Essential For Growing A Business.") is necessary in the current situation. ### Set goals and objectives. Market research yields clear and meaningful insights. Now, it’s time to set well-defined and realistic goals. The best way is to divide the long-term achievements into bite-sized goals. For instance, a company may set a goal to increase its brand recognition by 50% in 2024. This goal can be divided into sub-goals, such as getting X engagements in the first quarter. We at SmashBrand even set our yearly, monthly, and weekly goals to achieve specific targets. A goal-oriented strategy increases the chances of success and keeps everyone motivated for long-term success. Similarly, focusing on one particular target demographic is a critical objective that may inform design choices like font size and grip. ### Create a brand story and messaging. The new brand narrative should establish a distinct but relatable identity. For instance, during[ packaging design for kids](https://www.smashbrand.com/articles/packaging-design-for-kids/), the company may aim to tell a story of imagination and adventure for a children’s product. The new packaging should communicate a personality that connects with kids and parents. Successful packaging speaks to the target consumer and conveys brand values through visuals and text. A skilled packaging designer can help craft a narrative that shines through the redesigned packaging. The right brand story and messaging make the product and brand immediately recognizable. It grabs attention on the shelf by reflecting the brand’s image in a way that resonates with customers. ## Executing a packaging redesign. After crafting a well-planned strategy, the final step is to execute the packaging redesign. The new packaging design must bring the approach to life. It requires both creative and practical execution. Here are the necessary steps to follow: ### Design process. The design process starts with brainstorming sessions, during which the graphic designer explores concepts and iterations for the new packaging. They ideate on shape, color, imagery, and other elements that could bring the brand story to life. Once initial concepts are developed, a creative brief outlining the vision, goals, and target audience is provided to the design agency. The agency can refine the most substantial concepts and design mockups. Stakeholders like the marketing team are looped in to provide feedback on the proposed packaging directions and business card/marketing material designs—this collaboration and iteration results in a design that effectively achieves the brand and messaging goals. The design process is critical to developing a new look that balances visual appeal and brand alignment based on input from all stakeholders. ### Consumer testing integration. An essential phase within the design process is consumer testing. This step involves presenting the design concepts to a select targeted consumer group to gather their reactions and preferences. This service can be executed through various methods, but simulated package design testing is the best. The unbiased feedback obtained is crucial in understanding consumer perception of the design elements, such as color schemes, imagery, and overall appeal. It helps identify which aspects of the design resonate most with the target audience and which may require refinement. This data-driven approach ensures that the final design aligns with the brand’s vision and appeals to the consumer, increasing the likelihood of market success. ### Production. With the design finalized, production begins by selecting all materials, typography, colors, and other elements that will make up the new food packaging. The package design guides the accurate production of every component, from containers to labels. New packaging materials are sourced and used to create the redesigned 3D product packaging. Along the way, branding is updated on marketing assets from websites to advertisements so the cohesive visual identity flows through. Careful oversight ensures the finishing packaging aligns seamlessly with the approved design. The production process brings the new brand look to life in a tangible way, ready for launch. Following each step from design to production is crucial for executing beautiful, on-brand packaging that realizes the goals set at the start. ### Launch and gather feedback. Companies must have a solid strategy before the [rebranding roll-out plan](https://www.smashbrand.com/articles/rebranding-rollout-plan). The marketing launch strategy may include social media teasers, in-store displays, and other promotions to maximize exposure. As the new packaging reaches customers, collecting feedback provides insights into the consumer response. Surveys, reviews, and sales data help gauge if the new design effectively communicates the brand story and resonates with the target audience. This real-world response informs any refinements that may improve the packaging’s alignment with consumer needs and preferences. The launch and subsequent feedback loop allow constant improvement throughout the rebranding process. ## Data-driven rebranding for packaging designs. Is your product packaging failing to connect with consumers? SmashBrand utilizes data-driven rebranding strategies to develop impactful new packaging designs that boost brand recognition. Our research-backed [rebranding projects](https://www.smashbrand.com/articles/rebranding-project/ "A Complete Guide On How To Execute A Rebranding Project.") revitalize packaging to captivate shoppers. [Contact us now](https://www.smashbrand.com/contact-us/) and let our enthusiast designers reinvent your product’s visual identity. **Categories:** Design --- ### [Packaging Design for Kids](https://www.smashbrand.com/articles/packaging-design-for-kids/) **Published:** December 12, 2019 **Author:** Kevin Smith **Excerpt:** Discover how effective children's product packaging captures attention, builds trust, and drives purchase decisions across categories. Read more now. **Categories:** Design --- ### [Boomer, Meet Zoomer: Packaging Design for Generation Z.](https://www.smashbrand.com/articles/boomer-meet-zoomer-packaging-design-for-generation-z/) **Published:** July 30, 2020 **Author:** Michael Keplinger **Content:** Generation Z (cheekily referred to as “Zoomers”) is a [demographic of consumers](https://www.pewresearch.org/short-reads/2019/01/17/where-millennials-end-and-generation-z-begins/) born in or after 1997, putting the age range of Gen Z’ers between 0 and 23. When you hear someone grumbling about “kids these days,” you can at this point they’re referring to Gen Z. But what makes this demographic so different from Millennials or Gen X’ers? On average, the Gen Z population has just reached adulthood. While the median age is technically adulthood, their income is still young and hasn’t yet reached maturity. And though researchers are still defining this cohort, we know a few things about them. [Gen Z has access to more education and is more diverse than previous generations](https://www.pewresearch.org/social-trends/2020/05/14/on-the-cusp-of-adulthood-and-facing-an-uncertain-future-what-we-know-about-gen-z-so-far-2/), with political preferences for progressive acceptance and multiculturalism. We also know that this is the most digitally-connected demographic to walk the planet, with many Gen Z’ers born with a smartphone in hand. This group grew up alongside the internet, YouTube, and social media, with all the benefits and drawbacks. As we’ll review, this deluge of technology is shaping the driving forces behind Generation Z’s purchasing behaviors. We will discuss how consumer packaged goods (CPG) manufacturers can craft their product packaging designs to meet this market’s needs. ## **What Does the Youngest Generation Value?** As always, discussions on packaging design must begin with an assessment of the audience in question. What drives Generation Z at the point of purchase? Who influences their decisions? And what can retailers do to grab their attention? Let’s return to the technology aspect for a moment. It’s no secret that Generation Z lives in a world of digital access, freedom of choice, and endless content. Unlike past generations, Generation Z was born into a world already inundated with digital media. They’re used to seeing ads, sponsored posts, and social influencer-based promotions as a matter of course. This generation values authenticity over curation. Gen Z’ers are used to companies trying to serve content that “we think you’ll like” and aren’t impressed by the transparent sales pitch. Instead, Generation Z values authentic, transparent messaging that speaks to their values. From a few data points[ published by Ad Age](https://adage.com/article/wp-engine/gen-z-doesnt-want-buy-your-brand-they-want-join-it/2163281), we get some interesting insights into this demographic’s preference for honesty: - 79% trust a company more when they do not Photoshop marketing images. - 84% trust companies more when they use real customers in ads. Like their older Millennial counterparts, Gen Z’ers prefer to align themselves with brands that share their values: - 69% are more likely to purchase from companies that share their values. - 33% have stopped buying from companies that contribute to causes the customer disagrees with. With these details in mind, we can look at how product manufacturers can work these elements into their retail packaging. ## Who Is The Gen Z Consumer Listening To? Where millennials make many decisions based on a-list celebrities, Gen z shoppers are more inclined to decide based on influencers and friends on social media. Therefore, brand loyalty comes from another person. If the influencer’s recommendations shift, there’s a chance you will lose this gen z consumer. The way to address this is by embracing the third-party introduction but moving to a direct consumer relationship. Involvement in their interests and ambitions helps to strengthen the bond between the brand and the consumer. ## **Addressing Generation Z Through Packaging Design** The defining features of Gen Z may be their preference for authenticity, and packaging design should reflect that. As you’ve done your Millennial-focused marketing, look for opportunities to share details about your brand’s story, challenges, and background. The more unique and gritty your background is, the better. Zoomers will see straight through a glossy marketing “brand story,” so it’s crucial to tap into the passion behind your brand. Sandy Saputo, CMO of Kendo Brands succinctly lays out this idea: “*The best way to break through with inclusive marketing is to share authentic stories that are rooted in culture and are emotionally meaningful to the consumers you serve.”* Generation Z is an inspired bunch eager to impact the world. Get them on board and let them share in your brand’s passion for change. ### **Representation** Another defining feature of Gen Z is the push to give everyone a seat at the table. Companies will more easily engage with Generation Z when their marketing messaging shows a commitment to representing diversity. Of course, you don’t need to build your entire messaging strategy around the idea as long as it’s displayed clearly in your packaging design. For example, the [popular syrup brand Michele’s](https://michelefoods.com/) displays its heritage front and center on the syrup bottle. The packaging design lets everyone know the brand is woman-owned and founded by an African-American entrepreneur. It’s a simple touch, only one line of copy on the label – but it speaks volumes to customers paying attention, and you can bet that Generation Z is listening. ### **Environmental Care** Like their Millennial predecessors, Gen Z’ers are hungry for a better world, with much of their attention given to the environment. In[ ](https://www.forbes.com/sites/emanuelabarbiroglio/2019/12/09/generation-z-fears-climate-change-more-than-anything-else/#79f4df39501b)[a survey of over 10,000 Gen Z’ers](https://www.forbes.com/sites/emanuelabarbiroglio/2019/12/09/generation-z-fears-climate-change-more-than-anything-else/?sh=51607d3c501b) across 22 countries, 41% agreed that climate change was the most crucial issue in the world today. Companies targeting Z’ers should keep this in mind as they put together their packaging. Best practices for environmentally-friendly [sustainable packaging design](https://www.smashbrand.com/articles/consumer-demand-for-sustainable-packaging-is-on-the-rise/) apply here. Minimize packaging elements, shift to recyclable components, ditch plastics, and encourage shoppers to reuse packaging materials. And while you’re at it, make these efforts visible in your design’s layout. Generation Z’ers will appreciate knowing your commitment to the environment – but don’t expect them to thank you for it. Another feature of this generation is how they watch supermassive companies pollute the environment in the face of climate change warnings. As a result, business claims about sustainability resonate and may encourage greater purchase intent among Gen Z’ers. Given the importance of climate change for Generation Z’s future, treat these efforts as a “well, duh” strategy rather than a specific selling point. ### Personalization Whereas branding inclined Generation X and Millennials to pull products off the shelf, young consumers are looking for a personalized experience. How does this product speak to me? Does the product solve my problem or make my life easier? In this way, the younger generation acts more mature than their age suggests. Even though they may be younger consumers, they still desire a feeling of [luxury in packaging](https://www.smashbrand.com/articles/luxury-packaging-design/) only; the meaning of luxury isn’t about having the most fame and flamboyance but what steps the company takes in its product design to command a higher price. ### Minimalism If we’re being honest, we can all look back on our past and see how we were wild and reckless in our younger years. So we might assume that Generation Z product packaging should have a level of expression. There is an expression, but it is the intentional expression of less rather than more. [Minimalist packaging design](https://www.smashbrand.com/articles/the-no-1-mistake-in-minimalist-packaging-design/) doesn’t mean a blank canvas. It means white space for the most impactful messaging to resonate. The younger audience fitting into this consumer group embraces the [minimalistic packaging trends](https://www.smashbrand.com/articles/packaging-design-trends/) in categories such as [coffee](https://www.smashbrand.com/articles/coffee-packaging-design/), [apparel](https://www.smashbrand.com/articles/womens-clothing-packaging-design-tips/), and [alcohol](https://www.smashbrand.com/articles/alcohol-packaging-design/). ## Reaching Generation Z With Authentic, Inspirational Messaging Generation Z shares many of the same values as Millennials, but like every generation, there are slight variances that warrant closer attention. Gen Z’ers are more diverse, educated, and technologically savvy than any other generation – and packaging design needs to reflect these components. Keep your focus on clear, authentic messaging that shares details about your company’s struggle, how you’ve worked toward inclusion, and your sustainability efforts. Keep these benefits at the forefront of your design, and you’ll break through Gen Z’s resistance to advertising and earn a place in their lives. ## Generation Z Packaging Design Are you a CPG brand looking to attract Gen Z’ers? We can help. Through our strategic design process, we perform packaging design testing to determine the impact your packaging has on the desired audience. Book a time to learn more about [our packaging design process](https://www.smashbrand.com/) and how we can help capture more of the younger generation’s market share. **Categories:** Strategy --- ### [Minimalist VS Maximalist Packaging Design: Appealing To The Right Audience.](https://www.smashbrand.com/articles/minimalist-vs-maximalist-packaging-design/) **Published:** August 9, 2022 **Author:** Kevin Smith **Content:** Minimalism is a buzzword in packaging design, maximalism… not so much. There is, however, a silent debate about these two approaches and which is best. [At SmashBrand, we believe that what matters is how a product performs, not what people think of it](https://www.smashbrand.com/methodology/). In this article, we address minimalism vs. maximalism. From the beginning stages of the package design strategy to the finished product, with comparisons across various CPG categories. Then, we compare minimalist and maximalist packaging design, weighing out the risks and opportunities of each approach. ## **Is Minimalism A Packaging Design Trend?** The [minimalist trend](https://www.smashbrand.com/articles/the-no-1-mistake-in-minimalist-packaging-design/) is all the rage among smaller boutique brands taking a D2C approach. Yes, we consider minimalism to be a graphic design trend. But less so among the category leaders, especially in retail environments. Certain consumer audiences prefer simplicity. Their attraction leans towards calmer packaging. Other CPG consumers find their attraction to product packaging with bright colors, stylistic typography, and unique oversized packaging. There will always be a trend at both ends of the design spectrum. Are these [packaging design trends](https://www.smashbrand.com/articles/packaging-design-trends/) a direction for your brand? Before answering this question, narrow in on your ideal consumer and determine what they are looking for in packaging design. Then test against your hypothesis. ## **Minimalism vs. maximalism in the packaging design process** In CPG, industry terminology often differs from consumer understanding. This is true for minimalist and maximalist packaging. Here’s a look at how we define both package design types. ### **What is Minimalist Packaging Design?** From a designers perspective, every successful design is [minimalistic](https://www.smashbrand.com/articles/minimalist-logo-design/) since it includes the packaging, messaging, and design element that most resonate with consumers. At our CPG agency, we exclude everything unnecessary from the design. Essentially, this is the theme behind the entire [minimalist movement](https://www.newyorker.com/magazine/2020/02/03/the-pitfalls-and-the-potential-of-the-new-minimalism). Across all CPG categories, minimalist packaging includes the right amount of white space. It lets the packaging breathe where messaging is visible from the appropriate distance. Crowded content, blurry design elements, and a confusing package will never be minimalistic in appeal. ### **What is Maximalist Packaging Design?** The maximalist design is lesser known. Essentially, the intent of maximalist packaging is capturing an audience that loves a loud label. Think about industries like MMA, motocross, and heavy metal music. We expect bold and intense is a part of branding. This maximalist approach also applies to any category that showcases abstract artistic designs. Think of clothing brands like Ed Hardy, Affliction, and [Cross Colours](https://crosscolours.com/pages/cross-colours-history). Sometimes this can be bold color choices, whereas other times it looks like messaging turned into art that tells a story without the words being read. ### **When To Meet In The Middle** Having experience with successful CPG brands gives us a unique take on minimalism vs. maximalism. Whether it’s new product launches and product redesigns, we have seen heads scratch at the result of package design testing. We speak from experience when stating that often finished designs land somewhere between maximalist and minimalist in design. - The most simple designs may not win out even when brands understand minimalism to be a category driver. - The most bold designs may not win out even when maximalism matches the consumer profile. We might assume that consumers are either a minimalist or a maximalist. In fact, even focus group lead you to believe you need to live at one end of the other. [But what it always comes back to is actual purchase intent](https://www.smashbrand.com/articles/why-purchase-intent-is-the-most-important-metric-for-cpg-brands/). *We consistently find that what consumers say differs from what they do.* ## **Start With Your Package Design Strategy** The ideation of either a maximalist or minimalist approach begins during the package design strategy. Use both an abstract creative process and a streamlined process to determine. Here are questions a brand should ask when comparing a minimal vs. maximal design approach. - **What is the current brand strategy?** How does either option align with our existing brand resonance? - **What is the competitive landscape?** Are we trying to fit in or stand out against the competitors? - **What does our buyer persona want?** How does their lifestyle and interests dictate our packaging? ### **What is Your Design Shelf Life?** Design life span is an important strategic consideration when approaching minimalist vs. maximalist designs. If you’re marketing to an industry where maximalism is a short-lived trend, designing for the moment is the wrong move. It makes more sense to [create an effective design](https://www.smashbrand.com/) that’s congruent with your long-term brand identity. However, you may be in an industry where the design needs to change frequently. While your design may not have the intention of aiming at a moving target, you can create your design understanding that its focus is predominantly on today’s market. ## **Testing Packaging Trends For Performance** Whether it’s choosing a minimalistic design or taking a maximalist approach, testing validates the packaging design strategy. Sometimes, it interrupts the design strategy and requires us to go back to the drawing board for a second attempt. Many CPG brands with a minimalist approach would have benefited from this S.O.P. as a part of their [packaging design strategy](https://www.smashbrand.com/strategy/). ## **Packaging That Performs** Want your brand to have the best possible packaging for on-shelf performance? We can help. Our brand development and packaging design agency makes certain that your product packaging will meet your brands and the retailers expectations. Whether it’s a maximal or minimal design, our team ensures that the look and feel of your package satisfies the consumer. Book a time to discuss your project with our team. **Categories:** Design --- ### [Is Brand Differentiation Possible In a Crowded Market?](https://www.smashbrand.com/articles/is-brand-differentiation-possible-in-a-crowded-market/) **Published:** September 21, 2020 **Author:** Michael Keplinger **Content:** We’re all familiar with brand differentiation as a concept. It’s an idea that applies to many aspects of your business, from how you position yourself to your target market to the products you sell. There are plenty of marketing philosophies around the idea, including those like the[ Blue Ocean Strategy](https://www.blueoceanstrategy.com/what-is-blue-ocean-strategy/). For those unfamiliar with it, Blue Ocean is a marketing idea championed by professors at the INSEAD business school. The strategy details the value of differentiating yourself in the marketplace. The whole thing is a rather extended metaphor describing the business landscape as an ocean. Traditional, competition-based business strategies represent a “red ocean” philosophy: bloody, competitive, and oversaturated waters. Conversely, companies seeking to differentiate themselves enough to avoid competing altogether adopt “blue ocean” philosophies: they avoid the fight, leaving themselves free to sell on their terms. ## What is Brand Differentiation? Brand differentiation is an aspect of your business model that makes you unique and distinct from the competition. Differentiating your brand gives you a competitive advantage when marketing to a specific consumer demographic. Brand differentiation applies across your entire brand line, whereas product differentiation focuses on a single product. ## Brand Differentiation vs. Distinction A brand distinction is a subset of differentiation. They differ because a brand’s distinctiveness is a specific set of actions they take. For example, this supplement company found a unique way to prevent the mess typically associated with digging for protein scoops settled at the bottom of the container. What makes them different? A cleaner first-use experience helps to improve their brand identity. What makes them distinct? They built a scoop into the inner lid of the product. ## Why is Brand Differentiation Important? Brand differentiation is essential to capture more market share or command a higher price with more significant margins. A study by PWC showed that consumers are willing to spend 16% more on a product with a better customer service experience. Erewhon (a grocery retailer in Los Angeles) must understand this statistic as they have some of the highest prices for consumer packaged goods. Even with social media making fun of this fact, they still attract an obsessed audience with the experience. https://www.tiktok.com/@itsdanielmac/video/7147070582444559659?is_from_webapp=1&sender_device=pc&web_id=7082836719829304874 ## When Brand Differentiation Goes Wrong Being different doesn’t always translate to tremendous success. Many brands have unique product features or “different” customer experiences than their competitors, who have failed miserably. In contrast to Erewhon, the EU grocery retailer Fresh N Easy made a big push in the US, only to file for bankruptcy several years later. Their point of differentiation was clerk-free checkout stands. They assumed that fewer employees meant they could satisfy customers with lower pricing. See how this disagrees with the PWC research. People are willing to spend more for an experience, but most customers are not as willing to pay less for a lack of customer service. Brand differentiation can also go wrong when a business owner or product development team holds the “assumption” that they have the recipe for being a distinctive brand. There’s a good chance that what makes a brand different won’t impact the consumer. When you think of brand differentiation, it better be relevant to the consumer you hope to attract. ## You can differentiate based on anything. The concept of differentiation isn’t new. Brand differentiation is an ongoing goal for every company, even if a company cannot avoid competition altogether. And brand differentiation is always possible, even if it doesn’t seem like it. For example, certain consumer packaged goods (CPG) purveyors might believe their products are too commoditized for meaningful differentiation. How many different ways can you sell a bottle of water? As it turns out, quite a few can accomplish differentiation. [We can even brand a category as commoditized as water to significant effect](https://www.smashbrand.com/articles/5-ways-you-can-make-water-packaging-look-amazing/) – and it has. We’ve all seen how brands like Fiji and Evian command higher prices than bargain brands. But these luxury brands barely scratch what people will pay for artisanal water. Certain bottled water brands cost[ hundreds of dollars per liter](https://svalbardi.com/blogs/news/what-is-the-most-expensive-water-in-the-world), based on little more than the strength of [effective branding and bespoke packaging](https://www.smashbrand.com/). We can chalk this up to the well-established fact that [emotion drives purchasing behaviors](https://www.impactplus.com/blog/emotion-influence-buying-behavior) more than logic or reason. (As if a $600 bottle of water didn’t hammer this point home. But hey, if the market will bear it – that’s capitalism, baby.) Regardless of the justification, these companies have turned a simple commodity into a high-value product targeted at a specific niche. ## How To Differentiate Your Brand There are endless ways to differentiate yourself from competitors. Sometimes, all it takes is an off-site team collaboration to get the creative juices flowing. Other times, it makes sense to bring in a branding consultant or packaging design agency to help bring ideas to the surface. Here’s a look at the most common brand Differentiators 1. Finding a pricing gap 2. Carving a niche 3. Showcasing expertise 4. Creating a unique product experience 5. Brand Storytelling 6. Cagetory innovation 7. Becoming an industry Disruptor 8. Aligning With Interests 9. Aligning With Influencers 10. Solving a problem 11. Generating shock & Awe 12. Developing a product personality ## Finding your Brand’s angle. It might seem crazy to those who can’t afford a month’s rent on a beverage, but the above is differentiation in the truest sense. Of course, most CPG brands can’t simply slap a few jewels on their packaging design, double the sticker price, and call it a day. Differentiating yourself in meaningful ways relies on a thorough process of self-reflection. Companies need a dedicated brand development process based on self-assessment and target market research to determine their advantages and how to position them to impact consumers. And while we can’t perform this research for you, we can offer some non-traditional tips for brand differentiation that may spark your imagination about[ positioning your products](https://www.smashbrand.com/articles/creating-your-brand-value-proposition/). ## Brand Differentiation Strategies Are you ready to start creating your brand differentiation strategy? Before you run off and [schedule a meeting with your team](https://whenavailable.com/blog/find-a-meeting-time), let’s look at ways you can make unique differentiators within the framework we’ve provided. ### Behave differently from expectation. Based on your research, you’ll find that your target market has some expectations of what they’ll see from your brand. These might be stereotypes based on what you sell or learned behaviors from past experiences with competitors. Either way, identify what your market expects, then throw it in the trash. This idea applies to just about any element of your marketing strategy, but it can be particularly striking regarding price. (Remember our artisanal water?) Starbucks prices its coffee higher than competitors to telegraph a sense of quality. Apple charges a premium for its products for the same reason – they’ve built so much [brand equity](https://www.smashbrand.com/articles/brand-equity/) over the years that people will continue to pay it. In both cases, these companies adopted a confident pricing model beyond what customers may have expected, and the market responded. You don’t need to be Apple or Starbucks to pull this off. This is a foundational part of brand differentiation. When your competitors are all looking right, you look left. ### Differentiate based on ethics. Particularly for younger market segments (Millennials, yes – but also[ Generation Z](https://www.smashbrand.com/articles/boomer-meet-zoomer-packaging-design-for-generation-z/) and future Gens to come), we’re seeing differentiation happen on[ ethical, moral, and sustainable criteria](https://www.ft.com/content/8b08bf4c-e5a0-11e7-8b99-0191e45377ec). It’s not a secret; younger shoppers are savvier about the ethics of global supply chains and prefer to do business with companies that hold similar values. Fairtrade products. Sustainable organics. Free-range farming. These are all common points of differentiation that brands can leverage to stand out on the shelf. (Provided that you practice what you preach!) These business practices tie into transparency as well. Modern consumers prefer to know what companies stand for and what’s going on behind the scenes. Even if you can’t differentiate yourself on the uniqueness of the product, you can leverage these branding elements to stand out from the crowd. ### Cultivate relationships. If you’re struggling to compete on product originality or price, consider competing in another way – relationship management. Consider how Lay’s used this strategy to generate buzz for their products. (Not that Lay’s needed to differentiate themselves in this way, per se – but it’s a great example.) Rather than testing and rolling out new chip flavors as many brands do, Lay’s set up a series of contests encouraging customers to send their ideas in for consideration. (Remember the “[ Do Us a Flavor](https://www.fritolay.com/news/lay-s-brand-announces-last-call-to-submit-next-great-potato-chip-flavor-idea-for-chance-at-1-million-grand-prize) “ contests?) The campaign was engaging and unique, making customers feel like they were contributing to a brand they loved. These strategies, often dubbed relationship marketing, can be a great way to differentiate yourself from competitors who couldn’t hoot about what their customers have to say. ### Create a Sum Greater Than Its Parts If you’re struggling to find an innovative or creative way to differentiate your brand, stop thinking about a single aspect of your brand. Sometimes, brand differentiation comes by finding several components that equate to a unique brand experience. While vitamin packs are standard today, at one point, people were buying seven different supplements to get what a single pack now contains. Old-school bodybuilders still use Animal Pak, one of the original vitamin paks containing vitamins, minerals, [omega 3](https://www.amazon.com/fish-oil-omega-3-supplements/dp/B014LDT0ZM) fatty acids, amino acids, herbs, and botanicals. Did Animal Pak invent anything new? Nope. Did they solve a problem? Absolutely. Sometimes, the market penetration solution combines parts to bring new brand awareness. [](https://www.animalpak.com/articles/updated-pak-formula) Source Credit: AnimalPak.com ### Marketing What Makes You Different Contrary to what you might see expressed in marketing, a successful brand most likely has numerous differentiating elements to its brand. But you can’t include them all, or you will thin your marketing efforts. Brand communication through print and digital media can only include that differentiators have the most significant impact on sticking in the consumer’s mind. ### Testing For Brand Differentiation How do you determine which brand differentiator will have the most significant impact on [brand recall](https://www.smashbrand.com/articles/the-importance-of-cpg-brand-recall/)? Before getting to that point, how do you know if you’ve created brand differentiation that matters? ## Remember: Brand differentiation is always possible. Differentiation is the name of the game for most brands, regardless of the industry. Every company wants to position itself as a unique leader in its niche. And while some companies will have an easier time of it than others, it should never feel like a chore. Differentiation is how you speak to customers, earning their attention over dozens of other brands vying for their headspace. As such, it should be a goal that your company tackles with gusto. Find the meaning behind your brand, learn what your customers expect, and test out new ways to surprise them. ## Brand Differentiation in Product Packaging At SmashBrand, we create product packaging that performs on-shelf. We understand those successful CPG products don’t happen by chance. That is why we perform extensive consumer testing to determine what brand and product differentiations move the needle for [greater purchase intent](https://www.smashbrand.com/articles/why-purchase-intent-is-the-most-important-metric-for-cpg-brands/). Our testing results in a design that gives companies strong brand positioning in their respective CPG category. Book a time to discuss your project with our team if you want to create a differentiation strategy that offers you the most influential competitive advantage. **Categories:** Strategy --- ### [Cat Food Packaging Design Tips For Shelf-Stopping Success.](https://www.smashbrand.com/articles/cat-food-packaging-design/) **Published:** July 7, 2024 **Author:** Jason Vaught **Excerpt:** Cat food packaging design: Discover empathy-driven, data-backed pet food packaging that boosts shelf standout, extends shelf life & drives conversions. **Categories:** Positioning, Strategy, Design --- ### [Identify The Best CPG Pricing Strategy For Brand Growth.](https://www.smashbrand.com/articles/cpg-pricing-strategy/) **Published:** January 21, 2024 **Author:** Jason Vaught **Excerpt:** Master the art of CPG pricing strategy. Learn how data, consumer insights, and value perception drive profitability and market success for your brand. **Categories:** Positioning --- ### [How To Create A Premium Packaging Design That Consumers Will Love.](https://www.smashbrand.com/articles/premium-packaging-design/) **Published:** June 28, 2022 **Author:** Kevin Smith **Content:** **Categories:** Design --- ### [How to Stretch Your Brand Through A Category Extension.](https://www.smashbrand.com/articles/category-extension/) **Published:** May 7, 2025 **Author:** Jason Vaught **Excerpt:** Learn how to grow your brand into new categories with confidence. Discover smart strategies for successful category extension in the CPG industry. **Categories:** Positioning, Innovation, Strategy --- ### [How To Build Brand Loyalty Through CPG Experience.](https://www.smashbrand.com/articles/cpg-experience/) **Published:** June 13, 2023 **Author:** Jason Vaught **Categories:** Strategy --- ### [The Worst Rebranding Failures From The Biggest Names.](https://www.smashbrand.com/articles/rebranding-failures/) **Published:** September 21, 2022 **Author:** Jason Vaught **Categories:** Strategy --- ### [An Agency's Comprehensive Guide To FMCG Retail.](https://www.smashbrand.com/articles/fmcg-retail/) **Published:** May 18, 2022 **Author:** Jason Vaught **Categories:** Strategy --- ### [The Smart Way to Build a Hybrid Brand Architecture in CPG.](https://www.smashbrand.com/articles/hybrid-brand-architecture/) **Published:** February 26, 2025 **Author:** Jason Vaught **Excerpt:** Discover how hybrid brand architecture strengthens brand equity, prevents confusion, and drives CPG growth with a smarter, scalable brand strategy. **Categories:** Positioning, Innovation, Strategy --- ### [CPG KPIs: A Guide For Measuring Success.](https://www.smashbrand.com/articles/cpg-kpis/) **Published:** July 19, 2022 **Author:** Jason Vaught **Excerpt:** If you’re not tracking the right CPG KPIs, you’re not managing a brand, you’re guessing. In a category where every packaging decision, price point, and promotion can move the needle (or miss it), key performance indicators aren’t optional. They’re how CPG brands turn data into dominance. **Categories:** Strategy --- ### [Unpacking The Various Types Of Rebranding Initiatives.](https://www.smashbrand.com/articles/types-of-rebranding/) **Published:** October 12, 2022 **Author:** Jason Vaught **Content:** [Branding failures](https://www.smashbrand.com/articles/rebranding-failures/ "The Worst Rebranding Failures From The Biggest Names.") are more common than you think and often stem from a fragmented approach. Companies focus on one element—like a [logo refresh](https://www.smashbrand.com/articles/logo-rebranding/ "The Ultimate Guide To Logo Rebranding."), new typography, or color palette—while neglecting how these updates interact with broader brand assets. In reality, successful branding requires a cohesive strategy. It’s not just about visuals; it’s about positioning, messaging, architecture, and archetypes that work together to build a brand that resonates. The solution? A well-planned [rebranding strategy](https://www.smashbrand.com/articles/digital-rebranding/ "How to Develop a Digital Rebranding Strategy.") rooted in consumer insight and developed by experts. This approach identifies disconnects between brand and consumer and refines positioning to drive meaningful results. Importantly, rebranding doesn’t always mean a complete overhaul. Sometimes, it’s about improving one area to unlock potential. In this article, we’ll explore different types of branding and rebranding strategies, their benefits and challenges, and the key factors to consider during the process. ## What is rebranding? [Rebranding is a marketing](https://www.smashbrand.com/articles/rebranding-marketing-strategy/ "How To Craft A Rebranding Marketing Strategy.") strategy that involves changing a company’s brand identity to better align with its brand strategy. It can include developing a new name, logo, tagline, and other visual assets to create a fresh and updated image and perception for the company. Often, rebranding involves updating an outdated brand to make it modern, distinguish it from competitors, or reflect a change in business focus. Rebranding helps companies enhance their brand positioning and stay current in the constantly changing market. It is a powerful tool for companies to remain competitive and relevant in today’s business world. ## Why do companies rebrand? There are various [reasons why companies rebrand](https://www.smashbrand.com/articles/reasons-for-rebranding/ "reasons why companies rebrand"). For instance, a company may want to appeal to a new target audience, stand out from its competitors, or modernize its outdated brand. Sometimes, companies rebrand due to a shift or change in the business focus. Rebranding improves brand equity even after a shift in the business focus. Considering its current situation, a company may undergo one of the three main categories of rebranding: a complete overhaul, a merger, or a [brand architecture](https://www.smashbrand.com/brand-design/brand-architecture-agency/ "Brand Architecture Agency") update. Regardless of the type, a [successful rebrand](https://www.smashbrand.com/articles/successful-rebranding/ "successful rebrand") requires careful consideration and planning to ensure the new brand accurately reflects the company’s mission and resonates with the target audience’s preferences. ## The importance of rebranding. Rebranding is essential for businesses to maintain brand awareness and relevance in an ever-changing market. The initiative helps companies reflect their growth or new direction and stay current with evolving trends and consumer preferences. By updating their brand identity, companies can attract new customers and retain existing ones while improving brand awareness and recognition. A well-executed [rebranding strategy](https://www.smashbrand.com/articles/rebranding/ "rebranding strategy") can lead to increased revenue, as it can improve brand perception and customer loyalty. While rebranding can be a helpful strategy, it may not bring the desired results without thorough research and planning; therefore, it can have negative consequences if not executed properly. Businesses must conduct market research, perform a brand diagnosis, and strategically plan the development to ensure that the new brand accurately reflects the company’s values and avoid the [risks of rebranding](https://www.smashbrand.com/articles/data-driven-cpg-package-design-boost-roi/ "How data-driven package design mitigates the risks of rebranding and boosts ROI."). In today’s fast-paced and competitive market, rebranding is crucial for businesses to stay relevant and competitive. By investing in a successful rebranding strategy, businesses can improve their brand awareness, attract new customers, and drive revenue growth. ## Types of rebranding strategies. Before creating your [rebranding checklist](https://www.smashbrand.com/articles/rebranding-checklist/ "The Ultimate Rebranding Checklist And Success Roadmap."), it’s essential to understand[ successful rebranding strategies](https://www.smashbrand.com/articles/successful-rebranding/ " successful rebranding strategies"). Let’s review each project’s [rebranding benefits](https://www.smashbrand.com/articles/benefits-of-rebranding/) and discuss their significance. ### Complete rebrand. A complete rebranding involves a total overhaul of a company’s brand identity, name, new logo, and voice. Such [rebranding efforts ](https://www.smashbrand.com/rebranding/ "Rebranding Agency")are necessary when a company undergoes significant changes, such as mergers and acquisitions, shifts in business direction, or attempts to overcome a negative reputation. For example, a company that historically centered its efforts on a particular product or service may need a rebranding process to better align with a fresh market or target audience. This strategic [brand repositioning](https://www.smashbrand.com/articles/brand-repositioning/ "brand repositioning") will enable the company to effectively communicate its new brand identity to its existing and potential new clientele. Similarly, if a company experiences negative brand sentiment, it may need to consider a complete rebrand to overcome this issue. An excellent example of this is Facebook, which rebranded itself into Meta. This rebrand aimed to overcome its negative reputation after the company was attacked and heavily scrutinized for its privacy practices. Several key considerations must be considered when deciding to perform a complete company rebrand. First, reimagining the company identity is crucial, setting the tone for rebranding. Additionally, stakeholder communication is essential, ensuring everyone knows the changes and their reasoning. Finally, the best company rebrands must be carefully planned and executed, with a clear timeline and budget. **Read More:** [Breaking Down The Cost of Rebranding](https://www.smashbrand.com/articles/cost-of-rebranding/ "Breaking Down The Cost of Rebranding") ### Partial rebrand. A partial business rebranding involves updating a company’s brand identity while retaining recognizable features. This type of rebranding is often used when a company wants to refresh outdated elements of its brand image or expand into new markets or audiences. For instance, a company may want to consider [logo rebranding](https://www.smashbrand.com/articles/logo-rebranding/) to give it a modern look, but it must understand how this new logo impacts other design assets. This type of rebrand allows the company to maintain its brand equity while staying current and relevant in the market. Another motive behind a partial rebrand could be the company’s aspiration to venture into fresh markets or engage with new audiences. For example, a company traditionally concentrating on an older demographic may seek to revamp its brand identity to resonate with a younger consumer set. This strategic shift not only aids in attracting new clientele but also upholds the company’s pre-existing brand image and reputation. Like a complete rebrand, a partial [rebranding campaign](https://www.smashbrand.com/articles/5-steps-to-take-for-a-successful-rebranding-campaign/) requires careful consideration of critical factors that make or break the campaign’s success. Achieving a balance between retaining old elements and introducing new ones is crucial to ensure that the refreshed brand identity remains familiar to existing customers. Moreover, maintaining clarity and coherence across all brand elements is vital in establishing a consistent and unified brand image. Chobani yogurt can be considered one of the best examples of partial rebranding. The company was struggling due to immense competition in the yogurt market. It noticed that almost everyone was using the same packaging, and instead of going with the flow, [it changed its typography, colors, and imagery](https://www.prnewswire.com/news-releases/chobani-unveils-major-brand-evolution-alongside-10th-anniversary-300562364.html). This strategy helped the company stand out entirely from the crowd. ### Brand refresh. A brand refresh helps companies to update only certain parts of their brand identity and make it relevant to the market needs. It is helpful for businesses that want to update their brand image while maintaining brand recognition and equity. In certain instances, a [brand refresh](https://www.smashbrand.com/articles/brand-refresh/) is more appropriate for companies than a complete overhaul. As consumer preferences and trends evolve, it becomes imperative for companies to embrace these shifts and modify their identity accordingly. In such scenarios, a brand refresh is the solution. Companies often refresh their brands to evolve without drastically changing. For example, a company may update its logo or brand messaging to reflect its current values and mission while maintaining its core brand strategy. This allows the company to maintain brand equity while resonating with changing consumer needs and preferences. When considering a brand refresh, it’s important to make subtle changes that keep your brand recognizable to existing customers while maintaining brand recognition and equity. Retaining memorability diligently preserves your company’s existing reputation and positioning. Conwed, a leading industrial netting manufacturer, unveiled a successful brand refresh in October 2023, coinciding with its integration into the Mativ brand family. This revitalization pays homage to Conwed’s legacy while presenting a modern and innovative identity. The[ refreshed website](https://www.smashbrand.com/articles/website-rebranding/ " refreshed website") and brand provide richer insights into Conwed’s diverse market segments, products, and custom capabilities. Furthermore, the responsive and clean website design, improved functionality, and a focus on customer case studies enhance the user experience. The positive impact of this brand refresh is evident in Conwed’s ability to reaffirm its role as an essential partner to leading manufacturers across various markets while providing customers with a more engaging and informative online platform. ## Additional types of rebranding a business. In addition to the above types of rebranding, companies use several strategies to enhance their brand positioning and marketing performance and expand their businesses. Let’s look at some additional types of rebranding efforts that come in handy occasionally. ### Niche rebrand. Niche rebranding is a strategy process that allows a company to refine a specific aspect of its brand identity without undertaking a complete overhaul. It ensures the company’s identity resonates more effectively with its desired market segment. Niche rebranding can entail adjusting elements such as the company’s messaging, visual design, or other brand attributes to make them more appealing or relevant to a particular audience. By strengthening its brand positioning with a new brand identity, the company can appeal to new customers without losing old customers. ### Cultural rebrand. In cultural rebranding, a company may adjust various brand elements, including messaging, visual design, and communication strategies, to ensure they resonate with the cultural values and expectations of the target market. The company aims to establish a more substantial presence in that market and create a deeper connection with its audience through a cultural rebrand. ### Repositioning rebrand. The core objective of a repositioning rebrand is to redefine how customers perceive the brand in relation to its primary competitors. This typically entails a shift in the brand’s positioning, messaging, and strategic orientation. The brand strives to flexibly adapt to shifting market dynamics, emerging trends, and evolving consumer preferences. ### Brand extension. Brand extension, a savvy rebranding strategy, enables a company to broaden its horizons by venturing into new product categories or markets while harnessing the power of its well-established brand name. This approach capitalizes on the brand’s equity and recognition to carve out a presence in fresh domains. ### Brand consolidation. Brand consolidation, a strategic approach, involves amalgamating multiple brands under a single overarching identity or umbrella. This process aims to streamline and simplify a company’s brand portfolio, creating a more cohesive and efficient brand strategy. During a brand consolidation, the following key points are considered: - Efficiency and cost savings - Clarity and focus - Enhanced brand power - Market expansion ### Co-branding. Co-branding is another successful marketing strategy where two or more brands collaborate on a project, campaign, product, or service to leverage each other’s strengths and sometimes develop a new brand. It often involves partnerships or collaborations between two brands. The following are some of the successful examples of co-branding: - Toyota partnered with Tesla to incorporate electric vehicle technology into some of their vehicles. This collaboration enabled Toyota to expand its electric vehicle offerings. - Nike and Apple teamed up to create the Nike+ product line. This co-branding partnership integrates Nike’s athletic apparel with Apple’s technology, enabling users to track their fitness and performance. - Starbucks and Spotify collaborated to create music playlists for Starbucks stores. This partnership enhances the in-store experience for customers and promotes Spotify’s music platform. - LEGO’s partnership with the Star Wars franchise has resulted in numerous [rebranding products](https://www.smashbrand.com/articles/rebranding-products/ "rebranding products"). These include Star Wars-themed LEGO sets that appeal to fans of both brands. - The collaboration between Adidas and Kanye West produced the famous Yeezy line of sneakers, which have become a sought-after fashion item. ### Rebranding challenges. When undergoing a rebrand strategy, there are various [risks of rebranding](https://www.smashbrand.com/articles/risks-of-rebranding/ "risks of rebranding") that lead to disastrous situations. Let’s discuss them individually and learn what to do in each condition: **Resistance to Change:** Rebranding often involves a significant shift in a company’s identity, which may face resistance from employees, stakeholders, and loyal customers. People naturally prefer the familiar, and changes can be met with skepticism. **Potential Confusion Among Customers:** A rebrand can confuse existing customers who may no longer recognize the company’s identity. Managing this transition and ensuring customers are informed about the changes and the new brand identity are effectively communicated is crucial. **Costs and Resources:** Rebranding can be a substantial investment, involving costs related to creating a new brand strategy, [designing new packaging](https://www.smashbrand.com/) and visual assets, updating marketing materials, and more. Allocating the necessary resources and budget to successfully rebrand effectively is essential. Companies can address these challenges through careful considerations for rebranding, communication, and a clear understanding of the brand guidelines. **Read More:** [How To Create A Rebranding Rollout Plan.](https://www.smashbrand.com/articles/rebranding-rollout-plan/ "How To Create A Rebranding Rollout Plan.") ## Navigating the right choice. Making the correct choice during the rebranding process is crucial. It involves understanding the underlying purpose behind the rebrand and why it’s necessary, whether it’s to gain market share or enter a new market. The [rebranding agency](https://www.smashbrand.com/rebranding/ "rebranding agency") must look for specific [rebranding questions](https://www.smashbrand.com/articles/rebranding-questions/ "rebranding questions") and develop a thorough [rebranding checklist](https://www.smashbrand.com/articles/rebranding-checklist/ "rebranding checklist") before laying out the strategy. It requires making the best decision tailored to the business’s unique situation and goals. Whether the objective is to expand market share or venture into new markets, aligning the rebranding strategy with these goals is essential to achieving a successful rebrand transformation. ## Frequently asked questions. ### What is corporate rebranding? A corporate rebranding strategy redefines a company’s identity to better align with its goals, market position, or consumer expectations. It involves updating visual elements, messaging, and brand strategy to stay relevant, improve perception, or address a disconnect between the brand and its audience, driving growth and competitiveness. ### What is a rebranding strategy? A rebranding strategy is a tailored approach to redefining a brand’s identity. Through rebranding services, it integrates rebranding marketing strategies and innovative ideas to create a cohesive, consumer-driven identity that elevates market positioning and ensures lasting resonance with target audiences. ## Data-driven brand development that can guarantee sales performance. If you need a rebrand with performance predictability, we can help. SmashBrand is a brand development agency that researches, designs, and tests all products to ensure peak shelf performance. Book a time to discuss your project with our team. **Categories:** Strategy --- ### [The Strategic Choice Between a Sub Brand vs Brand Extension.](https://www.smashbrand.com/articles/sub-brand-vs-brand-extension/) **Published:** March 14, 2025 **Author:** Jason Vaught **Excerpt:** Sub-brand vs. brand extension—which is right for your CPG brand? Learn the key differences, risks, and strategies to make the smartest choice. Read now. **Categories:** Positioning, Innovation, Strategy --- ### [11 Brand Development Examples to Learn From.](https://www.smashbrand.com/articles/brand-development-examples/) **Published:** February 16, 2023 **Author:** Jason Vaught **Excerpt:** Discover the brand development secrets from 11 successful and distinct brand development examples. Learn how these companies have developed into big brands. **Categories:** Strategy --- ### [Decoding the Disastrous Tropicana Rebrand.](https://www.smashbrand.com/articles/tropicana-rebrand/) **Published:** November 2, 2022 **Author:** Jason Vaught **Excerpt:** In 2009, Tropicana launched a bold rebrand meant to modernize its image. Within weeks, it became one of the most infamous rebranding failures in CPG history. Sales plummeted. Loyal customers were lost. And the company took a $30 million hit all because of a packaging change. **Categories:** More --- ### [Ice Cream Packaging Design That Boosts Consumer Engagement](https://www.smashbrand.com/articles/ice-cream-packaging-design/) **Published:** May 3, 2022 **Author:** Jason Vaught **Excerpt:** Learn everything you must know about developing a retail-ready ice cream packaging design. This article is your a-z guide for creating packaging that performs. **Categories:** Design --- ### [The Importance Of Brand Identity Development.](https://www.smashbrand.com/articles/brand-identity-development/) **Published:** December 18, 2022 **Author:** Jason Vaught **Categories:** Strategy, Design, Testing --- ### [The Ultimate Guide To Perfume Packaging Design.](https://www.smashbrand.com/articles/perfume-packaging-design/) **Published:** July 5, 2022 **Author:** Jason Vaught **Excerpt:** This guide will teach you what it takes to create a perfume packaging design that performs on ultra-competitive retail beauty product shelves: Find out how. **Categories:** Design --- ### [Product Name Examples That Will Inspire Your Brand Strategy.](https://www.smashbrand.com/articles/product-name-examples/) **Published:** November 15, 2023 **Author:** Jason Vaught **Categories:** Strategy --- ### [Strategies And Insights On How To Name Your Product.](https://www.smashbrand.com/articles/how-to-name-your-product/) **Published:** November 21, 2023 **Author:** Jason Vaught **Content:** What’s the importance of a name? When it comes to product naming, it’s nearly everything. Knowing how to name your product is ⅓ art, ⅓ strategy, and ⅓ science. With the right naming formula companies can distinguish their brand name from the competition, attracting more attention. An ideal name doesn’t just represent your offering – it resonates with customers on a deeper level. This article will explore how to develop an impactful product name that drives awareness and influences buying decisions. We’ll share strategic insights into crafting a good product name that fits your brand personality while meeting customers emotional needs. Whether launching a new venture or expanding an existing line of products, learning how to name what you sell effectively can be a make-or-break for your business success. Ready to learn our tested framework that delivers optimal results when naming a product? Read on to discover our actionable guidelines for choosing a great name. ## Defining Your Brand Identity And Target Market The first and most crucial step of any naming process is to consider the current situation of the company’s brand identity and market positioning. Additionally, conducting a thorough survey of the target market is a necessary component of a naming strategy. Before you start brainstorming names, define your brand identity and strategy. Understanding your potential customer group is vital – who are they, what matters most to them, and how does your offering solve their problems? Your product name must align with your brand personality and appeal directly to your target market. For example, an outdoor apparel company targeting adventurous millennials may emphasize durability, inspiration, and exploration in their name. Through market research, identify your ideal customer’s demographics, pain points, and what makes them tick. ## Conducting Market Research On Existing Products After learning about the brand’s position in the market, the next step is to conduct detailed market research. It allows companies to learn about their competitors’ [product naming conventions](https://www.smashbrand.com/articles/product-naming-conventions/), enabling them to identify untapped market opportunities and craft innovative product names that stand out. A detailed market analysis allows companies to develop a unique and compelling [product naming architecture](https://www.smashbrand.com/articles/product-naming-architecture/). Examining top brands in your category reveals naming conventions, features, and messages that appeal most to customers. For example, researching smartwatch brands’ naming conventions may uncover opportunities in a name centered on overlooked health-tracking features. Such market intelligence allows crafting an original name that positions your product to stand out while still feeling compatible with its product category; developing a strategic naming architecture informed by market research arms you with the knowledge to drive initial interest through a clever, targeted name. ## Brainstorming Potential Product Name Ideas After researching and gathering enough market data, it’s time to start brainstorming potential names for your product. Bring stakeholders from different departments to spark diverse, creative, and unique product name ideas. Use techniques like name-storming, word association games, or product name generators to tap into possible names. Don’t self-filter—write down anything, no matter how unusual the idea may sound. Consider how names sound, feel, and look written down in marketing materials. Play with shapes and syllables to craft options that roll off the tongue in a memorable way. Evaluate how well names align with your brand identity and key messaging while resonating intuitively with customers. The right name should feel inherently fitting for your product. With exploration, you will uncover an ideal candidate to take through testing. ## Choosing Descriptive Vs. Suggestive Names When evaluating potential names, brands must determine whether a descriptive or suggestive approach best suits their needs. Descriptive names directly state a product’s key benefit, category, or use, which can help educate customers. But on the flip side, they risk being too literal over time. Suggestive names evoke what a product does without explicitly stating it, allowing for more imagination and brand personality to shine through. While they may require more work to define meaning initially, suggestive names have more flexibility. [Product naming exercises](https://www.smashbrand.com/articles/product-naming-exercises/) help identify the approach aligned with a company’s framework for driving engagement. ### When to Choose Descriptive Names - When educating customers on a new product category. A descriptive name conveys purpose. - When functionality drives purchase decisions. - In crowded categories with direct competition. - For B2B/commercial customers, - Commodity products where price and performance are essential. Less branding emphasis. - While establishing a new brand for recognition building. - When introducing entirely new or unfamiliar categories, define them. - Highly task-oriented versus lifestyle-focused products. ### When to Choose Suggestive Names - When building an emotional connection. Suggestive names can evoke feelings. - For brand-focused, lifestyle-oriented products. - In crowded categories dominated by function. - When differentiation is critical for success within your [product naming framework](https://www.smashbrand.com/articles/product-naming-framework/). - Early in the brand lifecycle, when recognition isn’t vital. - For disruptive products that change the category paradigm. - Targeting creative, imaginative customers receptive to new ideas. - When trademarking functionality terms isn’t possible. - To project desired brand attributes as part of your naming strategy. ## Testing Your Top Name Options Once you’ve narrowed potential brand names through internal evaluations, testing top contenders with consumers is essential. Getting feedback from the target audience ensures a name will be understood and appeal to them as intended. Methods like focus groups, surveys, and interviews provide qualitative insights into how each option resonates. Participants can assess clarity of meaning, memorability, tonality, and whether the name fits the product or service. It exposes confusion, negative connotations, or lack of appeal for particular names. The most successful ones rise to the top. With consumer testing, brands find a unique name that genuinely connects with people in a way internal reviews alone can’t guarantee. ## Registering Your Trademark Once you’ve identified the optimal name through consumer testing, registering it as an official trademark is imperative. While testing reveals the best name internally and with your target audience, trademark registration provides the legal protection necessary to establish your unique brand identity fully. Filing with your country’s trademark office allows exclusive nationwide rights to that name under trademark law. It deters competitors and secures your brand’s value. Without registration, there are no guarantees about future use of that name. ## Developing A Naming Convention Establishing a consistent naming convention is critical once your flagship product name is solidified. A well-planned convention provides continuity across your growing line of products and services. It strategically builds upon your foundational brand name in a logical, predictable pattern. Customers then understand new additions at a glance as belonging within your ecosystem. Conventions simplify scaling your offerings through an organized framework. Examples include appending descriptors like “Pro,” numbering sequels, or using a standard naming structure. With a convention in place, future iterations easily roll off the marketing assembly line. It further strengthens brand identity through uniformity of product naming strategies. Also, read our guide on [product naming examples](https://www.smashbrand.com/articles/product-name-examples/) ## Leveraging Your Chosen Name For SEO With the perfect name secured, maximize its SEO potential from the start. For a new product, conduct a [domain name search](https://www.dynadot.com/domain/search) and purchase an exact match domain name to reinforce your brand and match marketing efforts. An existing product’s right name should already attract some traffic, but optimize titles, meta descriptions, and headings to capitalize on top keyword opportunities fully. Internal linking embeds the name prominently throughout your site. Outreach gets it mentioned on other high-authority pages for backlink juice. These tactics signal your product authority to search engines, boosting visibility for people searching terms aligning with your new product. ## Boosting Brand Recognition With Your Name The chosen name is now central to boosting your brand recognition and awareness. Consistent use across all marketing channels ensures the company name becomes instinctively associated with the products and services. Ongoing promotional campaigns spread the word, while positive customer experiences strengthen positive sentiments toward the brand. Over time, the name alone can signal what your company represents in people’s minds. Memorability and unique meaning embedded in the word during the process further aid this. With heightened recognition, prospective customers feel familiar enough to confidently engage with the brand where they may not have otherwise. Strong brand recognition also protects against potential competitors. ## Evaluating Name Changes For New Products Choosing the right product name through a strategic [naming process](https://www.smashbrand.com/articles/naming-process/) is invaluable for recognition building. A name resulting from qualitative research, testing, and evaluation ensures it will optimally represent your brand. When launched utilizing a thoughtful product naming strategy, the product name acts as the initial touchpoint that builds an impression. It introduces customers to the core benefits or experience in a memorable way. With consistent branding, that name becomes synonymous with the high-quality user experience and value proposition. Over time, the excellent product name chosen early in the naming strategy transforms into a symbol customers can rely on, boosting overall brand awareness and trust in the company. ## Things to Keep in Mind When Naming Products There are a few critical things to remember during the product naming process. When naming products. These include but are not limited to the following: ### Consider How the Name Reflects The Brand When choosing a product name, it’s crucial to consider how well it aligns with the overall brand image, voice, and values. The name must complement the existing branding strategy and reinforce the qualities your company stands for. Make sure any potential names under consideration properly convey your brand’s personality and position in the market. ### Choosing Easy-to-Understand Names A good name must immediately convey what the product is or does at a basic level. It helps customers comprehend a product’s core utility with minimal confusion. Vague names may turn people away. Simple, direct names stick in the mind better than convoluted or obscure options. It aids marketing efforts as customers can readily recall and recommend the product to others. ### Reflect on Longevity and Expandability When selecting a product name, consider how well it will represent your brand over time as your product portfolio grows. Look for flexible names for extensions, spin-offs, and sequels while still clearly tied to your corporate identity. It futureproofs your naming strategy for the lifespan of your brand. ### Consider Trademark Availability Do comprehensive trademark searches to confirm that no other companies use similar names for [related products](https://www.ryviu.com/blog/how-to-add-related-products-on-shopify "related products") or services. Having exclusive legal rights to the name protects your brand long-term. It’s better to know of any issues upfront before becoming attached to a name you can’t officially use. ## Things to Avoid When Naming Products - Generic or non-descriptive names: Avoid names that don’t convey what the product is or does. - Jargon or industry terminology: Don’t use technical language customers won’t understand. - Acronyms or initialisms: Spell things out fully to maximize clarity and memorability. - Trendy pop culture references: Dated references may age a name quickly over time. - Negative or unpleasant meanings: Carefully research translations and interpretations. - Overly complex spellings or pronunciations: Prioritize ease of use. - Names too similar to competitors: Consider the potential for confusion. - Legal or trademark issues: Thoroughly research availability upfront. - More than one product in a name: Keep names concise and singular in focus. - Lengthy names: Short, sweet names tend to be easier to recall. - Unmemorable or forgettable names: Make sure names leave an impression. ## Data-Driven Product and Brand Naming Need help when choosing a great product name? Don’t worry; SmashBrand has got you! Our data-driven naming and [product renaming](https://www.smashbrand.com/articles/product-renaming/ "The Ultimate Guide To Successful Product Renaming.") process guides you toward success. As a leading [product naming](https://www.smashbrand.com/articles/product-naming/) agency, we specialize in creating product naming architecture that resonates with your target audience and drives sales. Book a time to discuss a project with our team. **Categories:** Strategy --- ### [Why Costco Packaging Design Demands a New Playbook.](https://www.smashbrand.com/articles/costco-packaging-design/) **Published:** November 14, 2025 **Author:** Jason Vaught **Excerpt:** Data-driven Costco packaging design that drives sales, boosts shelf visibility, and builds consumer trust through tested, high-performing design. **Categories:** Strategy, Design --- ### [A How-To Guide For Brand Repositioning.](https://www.smashbrand.com/articles/brand-repositioning/) **Published:** July 12, 2023 **Author:** Jason Vaught **Excerpt:** When growth stalls and your message no longer hits home, it’s not your product that’s failing—it’s your positioning. Brand repositioning isn’t a refresh; it’s a realignment of how the market sees, feels, and chooses you. Ready to redefine your relevance? Read on to learn how to do it right. **Content:** **Categories:** Strategy --- ### [Packaging Design Awards & Competitions](https://www.smashbrand.com/articles/packaging-design-awards-competitions/) **Published:** June 12, 2018 **Author:** Kevin Smith **Content:** Over the years we found ourselves searching the internet for competitions to submit work for [SmashBrand](https://www.smashbrand.com/). What we noticed was the lack of a single source of information for CPG packaging design awards and competitions. Here is a curated list of packaging design competitions we’ve found over the years, and we hope this helps other agencies, freelancers, and students find and submit their best work. We are on the judging panel for several of these awards, and it is always inspiring to see the incredible talent from around the world. We will do our best to keep this list accurate and updated with the latest competitions that we find. If you see one that we’ve missed and is worth mentioning, please send us an email. **A’ Design Award and Competition** https://competition.adesignaward.com/award-registration.php --- **iF DESIGN AWARD** https://ifdesign.com/en/ --- **Dieline Awards** https://www.dielineawards.com/ --- **Pentawards** https://pentawards.com/ --- **Paris Packaging Week Innovation Awards** https://www.parispackagingweek.com/en/awards/ --- **American Graphic Design Awards** --- **Davey Awards** --- **D&AD Next Director Award** --- **DRIVENxDESIGN Berlin Design Awards:** [https://drivenxdesign.com/BRL17/default.asp](https://betterfutureawards.com/BRL17/default.asp?) --- **DRIVENxDESIGN London Design Awards** [https://drivenxdesign.com/LON17/](https://betterfutureawards.com/LON17/Default.asp?) --- **DRIVENxDESIGN NOW Awards** [https://drivenxdesign.com/NOW/default.asp](https://betterfutureawards.com/NOW/default.asp) --- **DRIVENxDESIGN Melbourne Design Awards** [https://drivenxdesign.com/mel18/Default.asp](https://betterfutureawards.com/mel18/Default.asp?) --- **Good Design Australia** --- **The Drum Design Awards** [http://www.thedrumdesignawards.com](https://thedrumawards.com/live/en/page/home) --- **DRIVENxDESIGN Sydney Design Awards** [https://drivenxdesign.com/SYD17/](https://betterfutureawards.com/SYD17/Default.asp?) --- **Hong Kong Design Awards** [https://drivenxdesign.com/hkg18/Default.asp](https://betterfutureawards.com/hkg18/Default.asp?) --- **make me! Competition** [http://makeme.lodzdesign.com/en/home-page/](https://lodzdesign.com/makeme/) --- **European Design Awards** --- **D&AD Awards** --- **ADC Annual Awards** [http://www.adcawards.org](https://adcawards.org/) --- **Communication Arts Illustration Competition** --- **TDC Typeface Design Competition** --- **The International Biennale of Graphic Design** --- **AIGA (re)design awards** --- **Creative Circle Awards** [http://www.creativecircle.co.uk](https://www.creativecircle.co.uk/) --- **Eurobest Awards** --- **Latin American Design Awards** [http://ladawards.org/](https://ladawards.org/2024/en/page/home) --- **A’ Design Award & Competition** --- **Vega Awards** --- **Creativity International Print & Packaging** [https://creativityawards.com/](http://creativityawards.com/) --- **HOW International Design Awards** --- **Communication Arts Typography Competition** --- **AGDA Design Awards** --- **Estonian Design Awards** --- **D&AD Impact Awards** --- **German Design Award** --- **Summit Marketing Effectiveness Award** [https://summitawards.com/marketing-effectiveness-award/about-mea/](https://www.summitawards.com/marketing-effectiveness-award/about-mea/) --- **DRIVENxDESIGN GOV Design Awards** [https://drivenxdesign.com/GOV17/](https://betterfutureawards.com/GOV17/Default.asp?) --- **ascenders** --- **DRIVENxDESIGN New York Design Awards** [https://drivenxdesign.com/NYC18/default.asp](https://betterfutureawards.com/NYC18/default.asp?) --- **Fast Company Innovation By Design Awards** --- **Communication Arts Design Competitions** --- **Creativity International Media & Interactive Awards** --- **Cannes Lions Awards** --- **Summit Creative Award** [https://summitawards.com/summit-creative-awards](https://www.summitawards.com/summit-creative-awards/) --- **Good Design Award** [http://www.g-mark.org/](https://www.g-mark.org/en) --- **Muse Creative Awards** --- **International Design Excellence Awards (IDEA)** **Categories:** Design, More --- ### [How To Create An Effective Brand Purpose](https://www.smashbrand.com/articles/brand-purpose/) **Published:** November 30, 2020 **Author:** Michael Keplinger **Excerpt:** In a market flooded with lookalike products, a powerful brand purpose is what separates the memorable from the forgettable. It’s not just what you sell, it’s why you exist, and why consumers should care. Ready to turn purpose into profit and loyalty? Read on to learn how. **Categories:** Strategy --- ### [The ROI of packaging: How to design CPG packs that win with consumers.](https://www.smashbrand.com/articles/cpg-fmcg-packaging-design-roi/) **Published:** November 9, 2024 **Author:** Jason Vaught **Excerpt:** Most brands see packaging as a cost, smart brands see it as an investment. The right packaging design ROI turns every box, bottle, and label into a profit driver, influencing perception, purchase, and loyalty. Read on to learn how strategic design transforms packaging from expense to growth engine. **Content:** **Categories:** Design, Strategy, Testing **Post Types:** Article --- ### [How To Execute A Partial Rebranding Strategy.](https://www.smashbrand.com/articles/partial-rebranding/) **Published:** May 17, 2023 **Author:** Jason Vaught **Excerpt:** When your brand starts losing momentum, a full overhaul isn’t always the answer. Sometimes, a partial rebranding is the smarter move—revitalizing perception without sacrificing equity. Read on to learn how strategic updates can refresh your brand, reignite growth, and keep you ahead of the competition. **Categories:** Strategy --- ### [Leveraging The Threads App For CPG Brands.](https://www.smashbrand.com/articles/threads-app-for-cpg-brands/) **Published:** June 11, 2023 **Author:** Jason Vaught **Content:** The modern world constantly evolves, with rapidly changing technology at the forefront of optimizing a company for growth. Whether or not a brand is ready, the CPG industry is one such field that adapts to these changes and survives. One such change in technology for the online world is the introduction of the Threads app, which is quickly making its way up the ladder as the biggest X (Twitter) competitor. The Instagram Threads app provides a unique way for the CPG market to stay competitive and in touch with consumer demands. However, keeping track of the newest platforms may be considered a burden, as it is yet another social media platform to monitor. But it doesn’t have to be. This short-form content platform may be the easiest of all social media channels to manage. With that said, if you want to learn more about Threads and its role in revolutionizing CPG brands, read ahead. This article discusses the app’s various capabilities for transforming the operations of CPG brands. ## Threads For Instagram: What Is It? It is tough to avoid this word if you are an avid social media user. Threads have been the trending topics, from everyone’s Instagram stories to their coffee-shop talks. Meta CEO Mark Zuckerberg’s latest launch includes this promising Threads app. This platform competes with social media rivals like Twitter, giving you a powerful alternative to other apps. Various Twitter users have already shifted to the new app, with the latter constantly pulling in new users. Threads’ subtle interface and personalized design have instantly attracted the attention of marketers. The app is highly beneficial for CPG brands to navigate this competitive landscape. Both consumers and advertisers have quickly turned to this platform for further exploration. This Meta app allows CPG brands to create public conversations and drive engagement. The app enables all forms of entertainment for a Threads user, from integrating videos to using interactive features. These changes and features can completely transform how CPG brands and retailers approach [media marketing](https://www.smartinsights.com/agency-marketing/growing-a-marketing-agency/first-look-using-threads-for-marketing/ "media marketing"), but you will need a strategy if you hope to see a worthwhile ROI. ## CPG Brands: An Overview Let us review the intricacies of how CPG brands operate before diving into how the Threads app can benefit them. CPG brands include businesses that sell products for daily consumption by the general public. These goods can include several items, from food and grocery to self-care items and cosmetics. Given CPG brands’ massive market share, they play a significant role in our everyday schedule, catering to all needs. CPG brands vary in size and impact. For example, a CPG brand can be a solo creator, a small start-up, or a multinational firm. We know the popular CPG companies are Procter and Gamble and Coca-Cola, but we often forget how many smaller brands they hold in their house of brands. These brands became so famous that they are now household names in every locality. Popularity often comes with building a loyal customer base and gaining strategic recognition. One of the simplest ways to do that is through [efficient CPG marketing](https://www.smashbrand.com/articles/cpg-marketing/ "efficient CPG marketing") and a quality user experience. This is where modern technology comes into play. Global technological advances have made it much easier for these brands to formulate [CPG strategies](https://www.smashbrand.com/articles/cpg-brand-strategies/ "CPG strategies") and move ahead, especially when they are early adopters of new social media platforms. CPG brands are constantly looking for ways to interact more with the crowd. Public interactions allow their products to reach their target audiences, gaining their attention. Other factors these brands need to handle are keeping up with the competition, looking after the supply chain, and providing polished customer service. The following section discusses more about why these brands require recognition. ## Why CPG Brands Require Innovation The CPG market does not rest. The providers must do the same if consumer choices and behavior evolve constantly. Meeting these new demands is crucial to staying relevant in the market. A contributing factor to continuous market disruptions is the introduction and entry of such fast-moving competitors, which would leave one in the cold if they are not continuously innovating to hold the attention of their target audience. People are also becoming more conscious of social issues such as [sustainability](https://www.smashbrand.com/articles/consumer-demand-for-sustainable-packaging-is-on-the-rise/ "sustainability"). Hence, CPG brands must take care of and include related policies in their actions. From packaging to marketing, all brands are attempting to go green. One of the ways to do this is by promoting their product online and increasing digital marketing. Innovations in the technological industry provide these firms with the means to put their innovations in front of millions of eyeballs. ## Threads and the Transformation of CPG Brands When it comes to CPG brands, Threads offers various functions and operations that could enhance customer engagement: ### Connecting Brands with Influencers The platform provides a common ground where brands can collaborate with famous influencers. A top influencer’s life choices easily sway those of a consumer. Brands can contact these online celebrities and ask them to market the company’s products. The new Threads app allows [CPG brands to leverage audiences who have followed influencers to new platforms](https://www.smashbrand.com/articles/cpg-influencer-marketing/ "CPG brands to leverage audiences who have followed influencers to new platforms"). ### Increasing Customer Reach and Engagement With the help of features like polls and likes, these brands can reach out to more people. The platform also supports campaigns and promotions, gathering helpful consumer data. Companies note customer reviews and their likes and dislikes for a product before launching it. Video features on the platform further encourage user interaction. Apart from regular customer service, the platform helps brands communicate with followers. It quickly becomes an informal channel for someone to voice concerns or ideas. These functions save brands a lot of time in research and data analysis. ### Gathering and Analyzing Data in Real Time Threads is a [CPG market research](https://www.smashbrand.com/articles/understanding-cpg-market-research/ "CPG market research") lever brands can pull to collect data from user interactions as they happen. Brands use these insights to make intelligent decisions, foresee trends, and adjust products to suit consumer tastes. ## Benefits of Using the Threads App Here are some of the top benefits of using the Threads app for CPG brands and their promotions for users: ### More Efficient Marketing Strategies As mentioned, one can leverage the app’s features to bring the product to their target audiences. While personalizing product packaging and physical marketing could drain resources quicker, doing it online is simple. Brands can conduct personal selling, generalized promotions, or lure in a target group of shoppers. ### User-Friendly Experience We all know that “the customer is king,” and their comfort is paramount. Threads delivers smooth interaction between brands and customers with its intuitive interface. As many Instagram users are moving to this app, it can be a gateway to online shopping for new Threads users. ### Brand Expression If not for ease of use and efficiency, posting online is a quicker way to gain recognition. The Threads app is responsible for dousing as many fires as it starts. A company can use this platform to share news and updates through promotions or clarifications. Brands can also highlight their values and initiatives, fostering authenticity and transparency and winning public trust and credibility. ## Limitations of Using the Threads App While the platform has many positive opportunities to offer CPG brands, every coin has two sides. There are some challenges for brands using this platform for business. Here are some crucial points: - One of the first issues companies have while adapting to change is dealing with employees. Companies must formulate a strategy to start marketing products on their Threads account. However, they must ensure their team is ready for the shift before doing that. Adequate training and following brand guidelines are necessary. Hence, platforms like Threads demand a unique yet consistent approach. - Another issue with the Threads app is common across most online platforms—security concerns. Using online sites often endangers user safety and [data privacy](https://www.ketch.com/blog/posts/data-privacy-compliance). Brands must comply with the platform’s and the government’s privacy policies, and also have strong [security control validation](https://cymulate.com/cybersecurity-glossary/security-control-validation/). - Integrating the Threads app with a brand’s existing platforms and systems can be difficult. It requires resource planning, insights into customer relationships, and budget formulation. ## The Future of Threads For CPG Brands After overcoming minor hurdles, it’s clear that the Threads app is poised to integrate itself into the marketing landscape for Consumer Packaged Goods (CPG) brands. Its potential is off the charts as it grows and gains traction, mainly because it links well with your Instagram account and carries the strength of Meta’s financial resources and overall influence. Threads is one of the freshest X (Twitter) alternatives. It meets a real need for CPG brands to connect genuinely with their customers. Everyone knows that customers just want to be seen and heard. And that’s where the Threads app comes in. Its big thing is promoting public chat. It’s the ideal stage for these talks. The best part? Everyone’s welcome to get involved. This fosters a buzzing, lively chat culture. Threads is mixing AI, logistics tools, and social media platforms into its approach. It’s a hint at a coming change from old-school marketing methods. It’s just a matter of time before Threads emerges as a key player for CPG brands. It’s all about blurring the line between traditional and digital marketing. ## Final Thoughts Meta’s Threads is a rising star in the social media world, making waves since its launch. It’s causing a switch-up, pulling Twitter fans to its side. CPG brands can use it to get the word out and promote their products. The app has a bunch of easy-to-use features. It offers many cool benefits, like allowing for brand expression and increasing customer interaction. So, what are you waiting for? Head to the App Store or Google Play Store, download Threads, and hop on the trend! ## Data-Driven Brand Development For CPG Brands Want to execute a successful brand extension strategy? We can help. SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to[ packaging design testing](https://www.smashbrand.com/testing/), our Path To Performance™ process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** More --- ### [The Most Famous Rebranding Stories Of The Last Century.](https://www.smashbrand.com/articles/famous-rebranding/) **Published:** October 25, 2022 **Author:** Jason Vaught **Excerpt:** From bold logo shifts to complete identity overhauls, the world’s most famous rebranding stories prove that transformation isn’t a risk, it’s a strategy. Read on to learn how iconic brands turned reinvention into enduring relevance and what your brand can learn from them. **Content:** **Categories:** More --- ### [Why Rebranding Is Essential For Growing A Business.](https://www.smashbrand.com/articles/why-rebranding/) **Published:** January 10, 2023 **Author:** Jason Vaught **Excerpt:** If your brand feels outdated, misaligned, or invisible in today’s market, rebranding isn’t a risk it’s a requirement. The right shift can unlock growth, relevance, and renewed trust. Read on to learn more. **Categories:** Strategy --- ### [How Top Agencies Create Winning Brand Strategies](https://www.smashbrand.com/articles/how-top-agencies-create-winning-brand-strategies/) **Published:** November 4, 2019 **Author:** Michael Keplinger **Content:** Whether [rebranding](https://www.smashbrand.com/articles/rebranding/ "rebranding") or preparing for launch, your branding influences every aspect of presentation and marketing for your product. Given the omnipresence of your brand, you may be wondering how to create a winning brand strategy. The answer is planning, research, and measurement. However, it’s worth keeping in mind that branding encompasses a lot of the intangible. It operates on an emotional level. It tells a story. The first step to developing your[ brand strategy](https://www.smashbrand.com/strategy/) is putting some thought into the story you have to tell about your company. ## **What is My Purpose?** As with all good stories, your brand narrative starts with existential angst. Why are we here? What does it all mean? What purpose does my business serve here on a transient rock barreling through the cold vacuum of space around a giant fireball in the sky? Well, for one, to make money. But, that’s not quite what we’re getting at. There are two important facets of your purpose or mission statement as it pertains to your brand: 1. **Solutions** 2. **Vision** In order to develop any kind of marketable product, you need to offer a solution to an existing pain point in your market share. The pain point may or may not be something that your target market is aware of. People with lactose intolerance still like cheese and ice cream, but they’re well aware of the downsides. Your non-dairy-based treats offer a solution to their snacking and sandwiching needs. Joggers who keep burning out their headphones may not realize that sweat is the culprit. Your water-resistant headphones offer a solution to a problem they were unaware of. Developing a concise solutions-based pitch for your product helps you get on the level of your consumers and raise awareness about your product. However, branding demands more than brass tacks. ***Your brand needs a larger vision.*** Whether you’re driven by innovation, philanthropy, raw ambition, or human connection, a good brand narrative conveys a larger purpose to your business. Your purpose distinguishes you from the competition and allows consumers to identify with your brand on a personal level. ## **Developing a Persona** Okay, so you know who you are, but who are you selling to? Knowing your audience is a big part of telling a story, and branding is no different. Understanding your target market provides you with insights into everything from preferred channels to word choice to color palettes. This is the first part of developing a brand strategy where some [hard numbers are needed](https://www.smashbrand.com/testing/). What is the average age of your target market? Where are they located geographically? What’s their marital status? What does their typical day look like? What are their shopping preferences? What’s their favorite color? The amount of data available in the information age is staggering, and every last bit gives you an edge for pitching your brand. Once you have some solid numbers together, you can start to paint a holistic picture of your hypothetical average buyer, also known as a **buyer** **persona**. Depending on your product and its market, you may have several buyer personas. With these personas in mind, you have an idea of who you’re selling to and how to reach them on both a practical and emotional level, which brings us to our next point. ## **Brand Narrative** Somewhere in your home – right now – there’s a tool, a vehicle, a piece of clothing, a snack … some product that means more to you than its utility. It could be an expensive chef’s knife that conjures thoughts of a craftsman in Japan, the elegant typeset on a bottle of expensive Scotch, or the worn logo on your favorite pair of running shoes. We’re all human, and even the most stoic among us is an emotional being. We attach feelings to the things we bring into our lives. Consumer purchases are driven more by feelings than rational consideration. Your brand needs to speak to your target market on an emotional level. In order to accomplish this, **your brand needs to tell a story**. This is where you bring together your solution, your vision, and the people you intend to affect. Your brand solves a problem with a larger goal in mind that impacts the lives of your consumers in a positive way. You tell your story through every aspect of your campaign. Your logo, your tagline, your aesthetics, testimonials, packaging, all of it fits together to form a coherent picture: a story about who you are and how you affect people. ## **Consistency** With a clear idea of your purpose, your target market, and your overarching narrative, you’re almost ready for launch. However, as mentioned earlier, there’s a likelihood that you won’t be able to narrow down your target market to a single persona. There are likely multiple demographics that you intend to reach. Casting a wide net can be conducive to raising your market shares, but only if it’s done right. The key is to maintain **brand consistency**. A look at any successful brand shows cohesive messaging and consistent styling. That isn’t to say that all channels and products need to be completely uniform. Variety can be a good thing, but it needs to fit together in a larger picture that coincides with your brand narrative across all elements of your campaign. ## **Leadership Sign-Off** Before you dive into data and refinement, it’s essential to get leadership alignment on your brand strategy. A brilliant concept can still fall flat if it doesn’t have full internal support. Leadership buy-in ensures your vision has both the creative and operational backing it needs to succeed. When preparing to present your strategy, think like a storyteller and a strategist. Small brands can use a pitch deck creator to build a concise, visually engaging presentation that outlines your brand purpose, target personas, emotional narrative, and consistency guidelines. The goal isn’t just approval—it’s enthusiasm. You want leadership to see how this direction connects to business goals, motivates teams, and strengthens every future marketing effort. Once you’ve secured sign-off, the entire organization can move forward confidently, unified by the same story, the same purpose, and the same promise to your consumers. ## **Do Your Homework** That covers the basics of a brand strategy, but all of it comes with a prerequisite of study. From beginning to end, there are a few key points to research continuously: - Keep an eye on the competition – When developing your mission statement, launching your campaign, and projecting into the future, it’s necessary to understand your competitors. This provides you with insight on how to differentiate yourself and maintain an edge. - Keep data on hand – From market research to launch, the more data you have at your disposal, the better. Aside from developing a persona, continuous metrics allow you to define the successes of your campaign and its shortcomings, which allows you to … - Refine – Even the best campaigns have room for improvement. Brand strategy is about long-term planning, which demands adaptation. A continuous stream of data allows you to refine your strategy for future campaigns. ## **How to Create a Winning Brand Strategy** In review, the steps to developing a brand strategy that pops can be broken down into five phases: 1. Define your mission statement 2. Develop personas based on data 3. Construct an emotional brand narrative 4. Develop guidelines for brand consistency 5. Keep an eye on your metrics If you can manage to keep all that under wraps, you’re ready to make waves. **Categories:** Strategy --- ### [Coffee Packaging Design: How To Stimulate Shelf Success.](https://www.smashbrand.com/articles/coffee-packaging-design/) **Published:** June 17, 2022 **Author:** Kevin Smith **Content:** **Categories:** Design --- ### [Why Package-First Innovation is Your Key to Market Success.](https://www.smashbrand.com/articles/package-first-cpg-innovation/) **Published:** March 4, 2025 **Author:** Jason Vaught **Excerpt:** Most CPG brands approach innovation wrong. That’s because packaging design usually comes at the very end. Learn how to flip the script for market success. **Categories:** Innovation --- ### [Market Mapping Advantages For Effective Brand Development.](https://www.smashbrand.com/articles/market-mapping-advantages/) **Published:** January 21, 2024 **Author:** Jason Vaught **Excerpt:** Want to unlock your brand's full potential and outsmart the competition? Discover how market mapping transforms brand development—read on to learn more! **Categories:** Positioning --- ### [Executing On a Data-Driven Spirits Packaging Design.](https://www.smashbrand.com/articles/spirits-packaging-design/) **Published:** October 29, 2024 **Author:** Jason Vaught **Excerpt:** Discover how data-driven spirits packaging design boosts sales, builds trust, and wins on shelf through tested visuals, clarity, and consumer-proof strategy. **Categories:** Strategy, Design --- ### [The secret to bringing brand innovations to life.](https://www.smashbrand.com/articles/the-secret-to-bringing-brand-innovations-to-life/) **Published:** August 8, 2025 **Author:** Jason Vaught **Categories:** NICE PACKAGE --- ### [A Consumer-Centric Roadmap to Pet Branding.](https://www.smashbrand.com/articles/pet-branding/) **Published:** July 7, 2025 **Author:** Jason Vaught **Excerpt:** Unlock pet branding strategies: trends, channel tactics & packaging tips to captivate pet parents, boost loyalty & drive sales in the booming pet care market. **Categories:** Positioning, Strategy, Design --- ### [Boost Sales Velocity with Omnichannel Packaging Design.](https://www.smashbrand.com/articles/omnichannel-packaging-design/) **Published:** September 12, 2025 **Author:** Jason Vaught **Excerpt:** Discover how omnichannel packaging design drives sales, builds brand trust, and wins in retail, DTC, and ecommerce with SmashBrand’s proven process. **Categories:** Innovation, Strategy, Design --- ### [Why a Packaging Design For Durable Goods will fail on Shelves.](https://www.smashbrand.com/articles/packaging-design-for-durable-goods/) **Published:** September 23, 2025 **Author:** Jason Vaught **Excerpt:** Discover why most packaging design for durable goods fails and how to fix it with strategic, data-driven design that builds trust and drives trial. **Categories:** Strategy, Design --- ### [The CPG Innovation Process for Building Winning Products](https://www.smashbrand.com/articles/cpg-innovation/) **Published:** June 6, 2025 **Author:** Jason Vaught **Excerpt:** Discover a proven CPG innovation process that drives market share through data-backed product development, packaging, testing, and brand strategy. **Categories:** Innovation, More --- ### [Winning the Shelf War with Smarter Category Positioning.](https://www.smashbrand.com/articles/category-positioning/) **Published:** August 14, 2025 **Author:** Jason Vaught **Excerpt:** Unlock smarter category positioning strategies to win shelf space, boost purchase intent, and outmaneuver competitors in your product category. Read now. **Categories:** Positioning, Strategy, Design --- ### [Branding Cleaning Products To Drive Consumer Action.](https://www.smashbrand.com/articles/branding-cleaning-products/) **Published:** August 29, 2024 **Author:** Jason Vaught **Excerpt:** Learn how to build a foolproof strategy for branding cleaning products with packaging and messaging that win trust, stand out, and drive consumer action. **Categories:** Positioning, Strategy, Design --- ### [What Is Brand Positioning? Definition, Strategies, Examples](https://www.smashbrand.com/articles/what-is-brand-positioning/) **Published:** July 15, 2023 **Author:** Jason Vaught **Content:** You’re scrolling through your phone, bombarded by countless ads and brand messages. Suddenly, one catches your eye. You pause, intrigued. That’s the power of effective brand positioning. But what is brand positioning and why does it make some brands pop while others fade into the background? [Brand positioning is the strategic process ](https://www.smashbrand.com/articles/brand-positioning-process/)of creating a unique space in consumers’ minds. It’s the foundation of an effective brand strategy and influences every aspect of your business, from product development to customer communication. By mastering the art of positioning, companies can elevate their brand above the competition, forge stronger connections with their target market, and drive sustainable growth. Ready to unlock the full potential of your brand? This article reveals everything you need about brand positioning, from basics to advanced strategies. You’ll learn to build and implement an effective strategy and avoid common pitfalls. Stay tuned as we dive deep into the world of brand positioning, equipping you with the tools and knowledge to make your brand stand out. Let’s get started on transforming your brand into an unforgettable presence in the market. ## Understanding Brand Positioning Brand positioning is all about crafting a distinct identity that sets your brand apart from competitors. It answers the critical question: “Why should consumers choose your brand over others?” An effective positioning strategy is built on several key elements: - **Target Audience Identification:** Understanding who your ideal customers are. - **Unique Value Proposition:** Clearly articulating what makes your brand memorable. - **Competitive Analysis:** Knowing your competitors and how you differ. - **Brand Personality and Voice:** Defining the character and tone of your brand. - **Key Benefits and Features:** Highlighting the most important aspects of your product or service. - **Emotional Connection:** Creating a bond with your audience goes beyond the functional benefits. A well-crafted brand strategy is the key to all marketing efforts. It guides product development, messaging, and customer experiences, creating a clear, consistent, and compelling brand image that resonates with the target audience. So, what makes a positioning strategy so effective? The answer lies in three core principles: clarity, consistency, and authenticity. The brand position must be: - **Easy to Understand:** Consumers should immediately grasp what your brand stands for. - **Consistently Communicated:** Your message should be uniform across all touchpoints. - **True to the Brand’s Values and Capabilities:** Authenticity is crucial for building trust and credibility. A solid positioning strategy can mean the difference between blending in and standing out in an overly crowded market. It builds brand equity, fosters customer loyalty, and drives business growth. By clearly defining what makes a brand unique and valuable, effective positioning creates a mental shortcut for consumers, making the brand a go-to choice in its category. ## Brand Positioning in Marketing Positioning is the bedrock of all marketing efforts, ensuring consistency and coherence across various campaigns and touchpoints. It informs critical marketing decisions, including: - **Product Development and Innovation:** Guiding what features and benefits to prioritize. - **Pricing Strategies:** Determining how to price products based on perceived value. - **Distribution Channels:** Selecting the most effective ways to get your product to consumers. - **Promotional Tactics:** Crafting messages that highlight your brand’s unique strengths. - **Customer Service Approaches:** Shaping how you interact with and support your customers. Effective brand positioning involves a clear value proposition, defining the target audience, and establishing competitive differentiation. These components guide marketing strategies to create compelling messages that resonate with the target audience and emphasize the brand’s strengths. To develop a strong marketing strategy, conduct thorough [brand positioning research](https://www.smashbrand.com/articles/brand-positioning-research/). This involves analyzing market trends, consumer preferences, and competitor activities to identify opportunities for differentiation. Such research ensures your positioning strategy is based on market realities and consumer insights. Aligning marketing efforts with a clear brand promise can help companies create more targeted and effective campaigns. This alignment reinforces their unique value proposition and strengthens their market presence. Every marketing initiative should contribute to building a robust and differentiated brand that resonates with its target audience. Key Takeaways for Effective Brand Positioning: - **Clarity:** Ensure your brand message is easy to understand. - **Consistency:** Communicate your brand message uniformly across all touchpoints. - **Authenticity:** Stay true to your brand’s values and capabilities. - **Research-Driven:** Base your strategy on thorough market research and consumer insights. By following these principles, you can create a robust and differentiated brand that stands out in a crowded market and resonates deeply with your target audience. ## The Brand Positioning Process Developing an effective strategy requires a systematic approach that consists of multiple steps. Each step is equally essential to grab the target audience’s attention and position your brand uniquely in the desired target market. Companies must follow these steps to develop an impactful brand strategy: ### Identify the Target Market Identifying the target market involves pinpointing the consumers most likely to connect with your brand and purchase your products. This isn’t just about demographics; it’s about understanding psychographics, behaviors, and needs. Knowing the right audience allows companies to: - Craft messages that speak directly to your audience’s interests and needs. - Design products that solve your audience’s problems. - Focus your budget and efforts on the most promising market segments. - Deliver experiences that resonate with your audience and foster loyalty. **Methods for Defining Target Customers:** - Gather data directly from potential customers to understand their preferences and behaviors. - Engage in conversations to gain deeper insights into customer motivations and pain points. - Use data from your current customers to identify trends and patterns. - Study your competitors’ customers to uncover opportunities for differentiation. - Monitor social media channels to understand what your audience is talking about and what they value. **Key Considerations When Defining Your Target Customer:** - **Demographics:** Age, gender, income, location, and other essential characteristics. - **Psychographics:** Values, interests, lifestyle, and personality traits. - **Buying Behaviors and Patterns:** How, when, and why your customers purchase. - **Pain Points and Challenges:** The problems your customers need solutions for. - **Aspirations and Goals:** What your customers hope to achieve or improve. Your target market isn’t just your current customer base. It should include potential customers who could benefit from your product but haven’t engaged with your brand yet. Creating detailed buyer personas brings the target customer to life. These fictional representations of ideal customers help teams align on who they serve and why. **Why Detailed Buyer Personas Matter:** - Ensure everyone in your company understands and targets the same audience. - Develop marketing campaigns that truly resonate with your audience. - Design products that better meet the needs of your target customers. Clearly defining your target market lays the groundwork for a positioning strategy that resonates deeply with the right audience. This focused approach ensures that your brand message cuts through the noise and connects with those most likely to become loyal customers. ### Analyzing Brand Related Competitors Competition analysis reveals insights that shape the brand’s unique market space. Conducting a thorough competitive analysis starts with mapping direct and indirect competitors. Companies must examine their product offerings, pricing strategies, marketing messages, and overall positioning. Assess their strengths and weaknesses, market share, and customer base. This analysis establishes industry benchmarks, highlights differentiation opportunities, and uncovers unmet customer needs. It also scrutinizes customer feedback, tracks industry trends and technological advancements, assesses competitor product limitations, identifies underserved segments, and spots misalignments between customer needs and current offerings. Consider innovating product features, targeting neglected customer segments, implementing [unique pricing models](https://www.smashbrand.com/articles/brand-positioning-model/), or elevating customer service standards. This approach ensures your brand occupies a distinct, valuable position in consumers’ minds, driving preference and loyalty in a competitive landscape. Effective market positioning isn’t about appealing to everyone. It’s about being the right choice for your target audience. By leveraging competitive analysis and gap identification, you can craft a positioning strategy that resonates with your intended customers and sets your brand apart in the marketplace. ### Defining Your Unique Value Proposition Defining your unique value proposition (UVP) is critical in establishing your brand’s position in the market. Your UVP articulates why customers should choose your brand over competitors. It’s not just a catchy slogan; it’s a promise of value to be delivered, encapsulating the primary reason a prospect should buy from you. To develop a compelling brand message, identify what sets your brand apart. This could be innovative features, superior quality, exceptional service, or a unique approach to solving customer problems. Your brand messaging must communicate this differentiation, making it easy for customers to understand why your offering is superior or unique. It’s not about what you say but how you say it. Your messaging must be consistent across all touchpoints. The brand’s purpose goes beyond profit; it’s about the impact you want to make. This purpose must infuse every aspect of your brand, including your UVP and messaging. When your brand value aligns with your purpose, it creates a powerful narrative that resonates with customers who share similar values. To effectively define your UVP and create compelling brand messaging: - Understand your target audience deeply - Identify your key differentiators - Articulate the specific benefits you offer - Align your messaging with your brand purpose - Test and refine your messaging based on customer feedback ### Creating a Brand Positioning Statement An effective [brand positioning statement](https://www.smashbrand.com/articles/product-positioning-statement/) distills the [product positioning framework](https://www.smashbrand.com/articles/product-positioning-framework/) into a concise, compelling declaration. This statement includes critical [brand positioning components](https://www.smashbrand.com/articles/brand-positioning-components/): target audience, unique value proposition, and competitive differentiation. It guides the entire brand positioning process, ensuring consistency across all touchpoints. A well-crafted statement aligns well with marketing efforts, shapes brand identity, and influences consumer perception. It informs decisions from product development to customer engagement, driving brand resonance and market success. ### Key Elements of the Brand Positioning Statement An effective brand positioning statement is a concise declaration that captures the essence of a brand’s unique value in the market. It includes the following key components: - **Target Audience:** Clearly define the brand’s audience. This ensures that all messaging resonates with the intended market segment. - **Market Category:** Establish a competitive arena. This contextualizes the brand within its industry. - **Brand Promise:** Articulate the primary benefit offered. This is the core value proposition that sets the brand apart. - **Reason to Believe:** Provide evidence supporting the brand promise. This builds credibility and trust with consumers. - **Competitive Differentiation:** Highlight what makes the brand unique. This is crucial for standing out in a crowded marketplace. Tips for crafting a compelling statement: - **Keep it concise:** Aim for 1-2 sentences that pack a punch. - **Be specific:** Avoid generic claims; focus on unique attributes. - **Use precise language:** Avoid jargon; ensure easy comprehension. - **Reflect brand personality:** Infuse the statement with the brand’s tone and voice. - **Test and refine:** Validate the statement with target audience feedback. A well-crafted positioning statement is a powerful tool that, when used effectively, can significantly enhance brand recognition and market performance. ## Brand Positioning Statement Examples “For meat lovers who want to reduce their environmental impact without sacrificing taste, Impossible Foods offers plant-based meat alternatives that look, cook, and taste like real meat because we believe sustainable eating should be delicious.” This statement exemplifies successful brand positioning by concisely addressing key elements identified through brief positioning research. It targets environmentally conscious meat enthusiasts, a growing demographic seeking sustainable options without compromising flavor. The market category is defined as plant-based meat alternatives, situating impossible foods within a rapidly expanding sector. The brand promise of delivering products that look like meat in appearance, cooking behavior, and taste directly addresses potential consumer hesitation about plant-based alternatives. The company has reinforced this promise with a reason to believe: its commitment to making sustainable eating enjoyable. This approach differentiates Impossible Foods from competitors by emphasizing taste parity with conventional meat, a critical factor in consumer adoption. Analyzing this statement using a [product positioning template](https://www.smashbrand.com/articles/product-positioning-template/) reveals its strength in balancing functional benefits (taste, cooking experience) with emotional appeals (environmental consciousness, guilt-free indulgence). This harmonious blend has propelled Impossible Foods to prominence in the competitive plant-based protein market, demonstrating the power of well-crafted positioning in driving brand success. ## Brand Positioning Strategies CPG brands leverage [various brand positioning strategies](https://www.smashbrand.com/articles/types-of-brand-positioning/) to capture the attention of their potential customer group. Each successful brand positioning strategy distinguishes the product, creating a unique space in the consumers’ minds. Companies use tools like [brand positioning matrix](https://www.smashbrand.com/articles/brand-positioning-matrix/) to identify critical attributes that align with the target audiences’ needs. A [brand positioning map](https://www.smashbrand.com/articles/product-positioning-map/) visualizes a product’s position relative to competitors. Businesses craft compelling narratives using these tools to showcase their unique value proposition. Whether focusing on quality, innovation, sustainability, or price, each strategy aims to forge strong emotional connections. ### Quality-Based Positioning Quality-based positioning emphasizes superior product attributes. It builds brand equity through a relentless focus on excellence, creating a perception of premium value in the consumers’ minds. Consistently delivering high-quality products builds trust and promotes brand loyalty. It transforms satisfied customers into brand advocates. A quality-based positioning strategy justifies premium pricing, enhancing profit margins while erecting barriers to entry for competitors. The success of quality-focused brands like Ghirardelli in chocolate or Method in cleaning products demonstrates the power of this approach. These brands have carved out distinct niches by prioritizing ingredient sourcing, manufacturing processes, and product performance, effectively differentiating themselves in crowded market segments. Ultimately, Quality-Based Positioning isn’t just about creating superior products; it’s about crafting a narrative of excellence that permeates every aspect of the brand experience, from packaging to customer service, cementing a brand’s status as a category leader. ### Price-Based Positioning Price-based positioning leverages price points to define a brand’s market position and target audience. This approach requires a deeper understanding of consumer price sensitivity and perceived value. For luxury brands, [premium pricing](https://www.wallstreetmojo.com/premium-pricing/) signals exclusivity and superior quality, appealing to status-conscious consumers. These brands justify higher prices through exceptional product quality, unique experiences, and aspirational marketing. Budget brands employ a value-for-money proposition appealing to price-sensitive consumers. They focus on operational efficiency to offer competitive prices without compromising essential quality standards. Brands like Aldi and Brandless have positioned themselves as intelligent choices for value-conscious consumers, balancing affordability with acceptable quality. This strategy requires consistent messaging across all touchpoints to reinforce the chosen price positioning. Packaging, advertising, and distribution channels must all support the brand’s price-value proposition. ### Feature-Based Positioning Featured-based positioning uses unique product attributes to carve out a distinct market niche. This strategy hinges on identifying and amplifying features that resonate with target consumers, effectively differentiating the brand from competitors. Successful implementation requires a deep understanding of consumer needs and preferences and innovative product development. For example, Orab-B has effectively used its oscillating toothbrush technology to dominate its respective category. This positioning strategy also plays a critical role in shaping brand personality, often portraying the brand as innovative, solution-oriented, or technologically advanced. Ensuring that highlighted features align with the overall brand architecture is essential, and maintaining consistency across product lines and sub-brands is necessary. Feature-based positioning aims to create a compelling reason for consumers to choose one brand over another. It transforms product attributes into meaningful benefits that drive purchase decisions and foster long-term brand loyalty. ### Customer Experience-Based Positioning Customer experience-based positioning transcends product features, focusing on creating memorable interactions at every touchpoint. This strategy recognizes that customer experience and brand experience are inseparable, [shaping consumer perceptions](https://www.linkedin.com/pulse/shaping-consumer-perception-power-experiential-abhishek-deshpande) and driving loyalty. Successful implementation requires a holistic approach, from packaging design to post-purchase support. For example, Nespresso has excelled by offering personalized coffee experiences, exclusive boutiques, and efficient recycling programs, creating a seamless ecosystem around its products. Customer experience emphasizes emotional connections, transforming routine purchases into engaging experiences. It requires consistent delivery across all channels, ensuring online interactions, in-store experiences, and product usage reinforce the brand’s commitment to superior service. Prioritizing customer satisfaction and creating unique, shareable moments, differentiate brands in crowded markets, driving word-of-mouth marketing. This approach builds long-term relationships, increasing customer lifetime value and brand resilience in a competitive landscape. ## Implementing Brand Positioning Strategy When implementing a brand positioning strategy, companies must align their marketing efforts. This process seamlessly integrates the chosen positioning into every aspect of digital marketing and traditional channels, ensuring a cohesive brand message. Successful implementation requires a strategic approach to digital branding, leveraging social media, content marketing, and e-commerce platforms to reinforce the brand’s unique position. It involves creating tailored content that highlights crucial differentiations or developing immersive online experiences that bring the brand positioning to life. Consistency is paramount. Every element, from product packaging to customer service scripts, must reflect and reinforce the brand’s core positioning. This coherence builds brand recognition and trust, amplifying the impact of marketing campaigns and fostering deeper consumer connections. ## Measuring Success Measuring the success of brand positioning in the CPG industry requires focusing on key performance indicators that reflect brand awareness, brand recognition, and brand loyalty. These metrics provide crucial insights into the effectiveness of positioning strategies and guide future marketing decisions. Use surveys, social media mentions, and search volume trends to gauge brand awareness. Brand recognition is measured via aided and unaided recall tests, assessing how easily consumers can identify and remember the brand. Brand loyalty metrics include repeat purchase rates, customer lifetime value, and Net Promoter Scores. These indicators reveal the strength of customer relationships and the positioning’s impact on long-term consumer behavior. Advanced tools like brand tracking software and sentiment analysis platforms offer real-time insights into brand perceptions. Market share data and sales figures provide tangible evidence of positioning success. Regular brand health checks, combining quantitative data with qualitative consumer feedback, ensure the positioning remains relevant and effective in a dynamic marketplace. ## Data-Driven Brand Positioning SmashBrand is a CPG brand development firm who innovates, positions, designs, and test your products for shelf impact. As your[ brand positioning agency](https://www.smashbrand.com/brand-positioning/), we leverage a proven process we call Path To Performance™ that establishes a strong retail for your brand. Our [brand positioning framework](https://www.smashbrand.com/articles/brand-positioning-framework/), enables success for existing products and future line extensions. Book a time to discuss your project with our team. **Categories:** Strategy --- ### [Don't Guess Your Way To An Assortment Strategy.](https://www.smashbrand.com/articles/dont-guess-your-way-to-an-assortment-strategy/) **Published:** August 25, 2025 **Author:** Jason Vaught **Excerpt:** Every SKU you add is either a growth engine, or dead weight. Too many brands gamble with guesswork, flooding shelves with flavors, formats, and sizes that don’t move. The result? Confused consumers, wasted resources, and retailers questioning your credibility. An effective assortment strategy ensures every product earns its place. **Categories:** NICE PACKAGE, Strategy --- ### [Winning Walmart Packaging Design Starts with this Strategy.](https://www.smashbrand.com/articles/walmart-packaging-design/) **Published:** October 10, 2025 **Author:** Jason Vaught **Excerpt:** Master Walmart packaging design with data-driven tactics that drive shelf impact, shopper clarity, and retail compliance. Learn what truly wins in-store. **Categories:** Design --- ### [Why Performance Marketing is Not Positioning.](https://www.smashbrand.com/articles/why-performance-marketing-is-not-positioning/) **Published:** August 8, 2025 **Author:** Jason Vaught **Categories:** NICE PACKAGE, Positioning --- ### [How Not to be a Cracker Barrel.](https://www.smashbrand.com/articles/how-not-to-be-a-cracker-barrel/) **Published:** September 30, 2025 **Author:** Jason Vaught **Excerpt:** Avoid costly rebrand mistakes. Learn how to evolve your CPG brand without losing buyers using data-driven testing and consumer-validated design. **Categories:** NICE PACKAGE, Design --- ### [Product Packaging Guide: Glass vs. Plastic Packaging.](https://www.smashbrand.com/articles/product-packaging-glass-vs-plastic/) **Published:** August 7, 2013 **Author:** Kevin Smith **Excerpt:** Your packaging choice is a decision that can make or break your brand at shelf. Glass signals premium. Plastic promises convenience. But which one drives sales for your audience? The wrong pick costs you traction and trust. Read on to discover which material moves product and why it matters. **Categories:** Design --- ### [Understanding The Process Of Strategic Brand Development.](https://www.smashbrand.com/articles/strategic-brand-development/) **Published:** November 17, 2022 **Author:** Jason Vaught **Content:** Point blank, no brand thrives in the market without an effective [brand strategy](https://www.smashbrand.com/articles/cpg-brand-strategies/). Successful CPG brands on shelves today invested time and effort into creating an organized brand strategy. Consumer goods companies that have expanded their market share over time have incorporated strategic brand development into their design process. Therefore, brand development isn’t an option; it’s a crucial element that determines the success or failure of your entire brand strategy. ## What, then, is brand development? Brand development is an aspect of brand strategy and includes a thorough process of building and solidifying your brand’s value. Brand Development goes beyond creating a logo or packaging design; it’s the holistic approach where you systematically create a consistent brand experience that appeals to your current customers and [target](https://www.smashbrand.com/articles/packaging-design-how-to-define-your-target-market/) audience. Smart companies invest heavily in brand development because it allows them to stand out among their competitors. In a marketplace where shelves overwhelm customers with options, brand development becomes a paramount feature to implement, often bringing your brand forward as it sits among a sea of competitors. A meticulous and well-structured [brand development strategy](https://www.smashbrand.com/articles/brand-development/) sets the stage for fostering brand loyalty. You can guarantee long-term success with a formidable brand development strategy. No two brands have the same ideology. Each brand will have a different strategy for brand development depending on its values, brand story, and point of differentiation. Companies adopt two types of brand development strategies: standard and strategic brand development. This article is for the business owner, brand manager, and marketing director looking for the best [brand development process](https://www.smashbrand.com/articles/brand-development-process/) for their company. We will also look at the intricacies of implementing standard and strategic brand development and how to incorporate them into your brand strategy. ## A Look At The Standard Brand Development Practices CPG brands operating standard brand development as part of its brand strategy will look to establish an identity and promote it to a particular audience. Standard brand development entails creating a distinct logo and visual identity that resonates with the brand’s messaging. Brands that adopt Standard Brand development as part of their strategy will follow these practices: ### Logo and Visual Identity A standard brand development process focuses on creating an appealing logo and visual identity. The goal is to ensure that current and prospective clients can easily differentiate your brand. Plus, the logo and visual identity always match the brand’s value. Unfortunately, focusing solely on creating a logo and visual identity could make brands miss other intricate aspects of brand development. ### Marketing and Advertising Standard brand development uses conventional marketing to achieve results. The advertising methods are usually for immediate sales rather than long-term branding. ### Product Quality Ensuring an impeccable product quality is essential in brand management. Standard [product brand development](https://www.smashbrand.com/articles/product-brand-development/) focuses on showcasing the quality of your product to your current and prospective customers. However, relying on product quality alone could mean neglecting psychological and emotional aspects that determine brand perception. ### Customer Engagement Engaging with your audience is crucial to brand awareness and the standard brand development strategy. For companies adopting typical brand development practices for their brand strategy, [customer engagement](https://timetoreply.com/blog/customer-engagement-strategy/) is one of their priorities in ensuring success. With Standard Brand development, customer interaction sometimes becomes transactional and may focus on getting a sale rather than building a community. To truly foster meaningful engagement, organizations benefit from leveraging insights from their [customer success teams](https://supportyourapp.com/blog/customer-success-team/), which play a pivotal role in driving loyalty and satisfaction by focusing on long-term relationships rather than just immediate outcomes. ## Strategic Brand Development Strategic brand development is more in-depth and comprehensive than the former. The strategy is to delay brand identity development, first focusing on identifying distinct positioning and gaps in the product category. Strategic brand development means your company focuses on creating a unique and consistent brand experience across all touchpoints. Companies adopting Strategic Brand development prioritize building a strong brand that will remain relevant for generations. They go beyond just making a sale to establish brand loyalty and improve customer experience. PepsiCo, Coca-Cola, and Nestle are prime examples of brands adopting strategic brand development. As a result of investing heavily in consumer understanding, product positioning, and competitive gaps, they have increased their market share while ensuring customer loyalty worldwide. Strategic brand development is connecting brand value with customer pain points. That means that you create strategies that highlight your brand objectives but ultimately solve the problems of your current and prospective customers. ## How To Engage In Strategic Brand Development In this competitive and dynamic business environment we find ourselves in, the only way for your target audience to differentiate you is by incorporating a strategic approach to brand development. Strategic Brand Development is a holistic point of view in establishing brand value that appeals to your target audience across all business borders. A strategic brand development strategy is what differentiates a brand from another and helps to foster brand loyalty. As a founder and a business owner, here are four aspects of strategic brand development you should understand to help you succeed in any marketplace: ### Market Research A strong brand will begin its strategic brand development strategy with a deep dive into the market. You have to conduct thorough research to gain a peak understanding of what your target audience needs are, the market trends, and what your competition is doing. ### Strong Brand Identity The next phase in engaging in strategic brand development is creating a solid brand identity. Now that you understand what obtains in the market, you can develop an identity that matches your research. Your company’s values, personality, mission, brand story, and Unique Selling proposition all make up a strong brand identity. These elements have to align with the market trends. Creating a solid brand identity is crucial to an effective strategic brand development strategy. Understand your core values and discover how to incorporate them into your story. Then, provide your target audience with products to help them resonate more with your brand story. ### Consistent Brand Experience As a business owner, one of your goals is always to enhance customer experience. Strategic Brand Development is more or less like a marathon and not a sprint. You want to give your target audience products that appeal to their values to gain loyalty. As much as the leading consumer goods companies want to make sales, they want to continue to increase brand loyalty and trust. One way you can do this is by providing consistent brand experience. You are making products that will heighten the experience of anyone who tries them. So, whether in the packaging or social media presence, ensure you do not compromise customer experience. A strategic brand development strategy is successful when you can maintain a consistent brand experience across all business touchpoints. ### Measurement and Evaluation Top CPG brands always measure and evaluate their brand metrics to stay relevant. Your brand metrics include sales figures, brand awareness, and customer engagement. You should assess anything that gives you insight into how effective your brand development strategy is. ### Refine Brand Strategy Customer preferences change, and so too do market trends. As such, you should constantly refine your brand development strategy to align with customer preferences and market trends. Refining brand strategy also means [rebranding](https://www.smashbrand.com/articles/rebranding/) your design to elevate your brand above your competitor. This is why brands develop new designs, campaigns, and other marketing efforts to meet the needs of the dynamic environment in which they operate. ## Benefits of Strategic Brand Development ### Enhanced brand awareness After implementing strategic brand development, you will first notice how many more people know your brand. Strategic Brand Development leads to a substantial increase in brand awareness. But beyond being aware of your brand, your target audience will be able to differentiate you from the competition. Elevated brand awareness and recognition are two things brands like Pepsi and Mars enjoy in the marketplace. These consumer goods companies are easily recognizable in most parts of the world. ### Customer Loyalty and Trust When effectively implementing strategic brand development, you position yourself for enhanced customer loyalty and trust. A consistent brand experience is what births customer loyalty. When you repeatedly prove to your target audience that your products are quality and designed to improve their lives, consumers are less susceptible to switching brands. Take Nike, for example. The company has been adopting strategic brand development since its inception. Consequently, the brand has established itself as an authority in providing quality, stylish, and comfortable shoes for people. Nike has become one of the most trusted sports apparel and footwear brands. ### Unique Position in the Market Strategic Brand development improves your status in the market. If implemented correctly, your brand can occupy a place where it is “untouchable.” What do we mean? With Strategic brand development, your brand becomes sought-after, no matter what the market trends say. Your target audience will always get to see your brand because of its unique placement in the market. A unique position in the market means that even without saying your brand name, your target audience can already identify your brand. Apple is a brand that enjoys this fortune. It has gained a strategic position in the technology market every year. The company has become a leader in the consumer electronics industry through its consistent application strategic brand development strategy. Its sleek, futuristic designs and multi-functionality of devices have ushered the brand to the top of its industry. A solid position in the market means that even without saying your brand name, your target audience can already identify your brand. As a business owner, incorporating a strategic brand development strategy can elevate you from being a new brand to a leader. You can read more about brand positioning here:[ The Basics of Brand Positioning.](https://www.smashbrand.com/articles/the-basics-of-brand-positioning/) ### Improved sales and profitability We have seen that strategic brand development makes your brand[ unique](https://www.smashbrand.com/articles/is-brand-differentiation-possible-in-a-crowded-market/). That means your brand is constantly in the faces of your current and prospective customers. With consumers experiencing more brand touchpoints, you can be sure your brand will begin to drive more sales and profits. ## Strategic brand development diagnosis Regarding brand positioning, Strategic brand development diagnosis evaluates your current position and how your marketing strategy can help you achieve long-term relevance. A strategic brand development diagnosis is a complete assessment of your current standing as a brand and how your branding strategy can ensure its effectiveness for a long time. Here are three steps to take to perform a strategic brand development diagnosis successfully: ### Evaluating the Brand’s Current Position When you evaluate your current standing in the market, you get to see your strengths and weaknesses. But what are the metrics that determine your current position in the market? - Market Share - Brand awareness - Brand perception - Competition To diagnose your brand development strategy successfully, you need to analyze these four aspects of your business. ### Measuring Existing Brand Equity This segment highlights the importance of accurately assessing your brand’s value and influence in the market, a crucial step known as measuring brand equity. It guides you through evaluating key indicators like brand recognition, customer loyalty, and market share, offering vital insights for strategic refinement and enhancing your brand’s impact. Develop A nurture ### Conduct a SWOT Analysis Now that we have identified your current brand position, the next thing to do is to [conduct a SWOT analysis](https://www.slidescarnival.com/template/idea-swot-analysis-infographic-template/164720). With the data you have gathered from evaluating your current standing, analyze your strengths, weaknesses, opportunities, and threats. A SWOT analysis is fundamental in assessing your long-term relevance as a brand. ### Perform A Competitive Audit Conducting a thorough competitive audit is crucial for understanding the value of your brand’s position in the market and identifying unique opportunities for distinction. This step involves analyzing competitor strategies, strengths, weaknesses, and market dynamics to uncover unique opportunities for your brand to stand out and excel. ### Develop a plan Use the information gained from the SWOT analysis to create a strategic plan. This plan will solve your brand’s shortcomings and capitalize on your strengths. Utilize it to evaluate potential opportunities and threats. ## Strategic Brand Development Process Successful CPG brands opt for strategic brand development because it differentiates them from their competitors. Strategic branding creates a different brand identity that appeals to the target audience and, over time, fosters customer loyalty. ## Critical Elements In Strategic Brand Development Design Let’s now outline the fundamental elements vital to the design of a strategic brand development process. ### Identifying Distinct Brand Positioning The first step in developing a solid brand position is defining your purpose. Your brand purpose is the foundation of gaining a strategic position in the market. Once you understand the brand purpose, your brand development strategy has a clear direction. The next phase of developing brand positioning is identifying and understanding your target audience. Gain mastery of how your audience thinks and behaves. Evaluate the demographics to match their preferences. This will help you properly articulate your brand messaging to suit the dynamic needs of your target audience. ### Developing A Brand Messaging Hierarchy After carefully studying your audience and positioning your brand, you can tailor your messaging to fit each demographic, behavior, and preference. Ensure that you consistently review your target audience. See how market trends and competition have influenced their behavior. ### Creating Visuals To Support Brand Messages At this point we can focus is on crafting impactful visual elements that are in harmony with your brand messaging, underscoring the power of visuals in storytelling and value communication. It explores how well-designed visuals not only reinforce the brand’s message but also forge a stronger, more memorable connection with the audience. ### Performing Iterations To messaging & Design Going through iterations to both your copy and visual aesthetic is a crucial step of refining and optimizing your brand. This iterative process ensures that your brand remains dynamic and resonates effectively with your target audience, adapting to feedback and emerging trends for optimal impact. ### Unifying The Brand Experience Your brand experience combines all your target audience’s interactions with your brand. Whether interactions with your customer service team or website design, ensure you provide a unique brand experience. Let your audience see that your offer surpasses any competitor’s offer. Every aspect of your business should convey your brand values consistently to your target audience. ## Strategic Brand Development Testing Strategic brand development testing occurs during the evaluation phase. This testing evaluates the effectiveness of the brand identity and messaging before it is fully implemented. You can call it the “pre-implementation” phase. The essence of strategic brand development testing is to evaluate every aspect of your branding strategy. Ensure that nothing goes wrong when it is time to implement the strategy thoroughly. Brand development testing is such a broad concept. For the success of any strategic brand development strategy, there are different forms of testing that your company must undergo. As a business owner looking to establish a strong brand identity, you should understand the following forms of brand testing: - Brand Identity Testing - Brand Perception Testing - Competitive perception Testing - Brand Message Testing - Gut check testing - Purchase intent testing To read all about the fundamentals of brand testing, check here: [Brand Testing For FMCG and CPG Brands.](https://www.smashbrand.com/articles/brand-testing/) Here are the steps to follow for strategic brand development. ### Developing the test plan The test plan comprises a well-structured outline highlighting the testing methodology and the target audience. A comprehensive test plan will also include the brand metrics and a timeline to show how long the evaluation of the new brand identity will take. ### Conducting The Test Top CPG brands select a sample size from their actual target audience. They then test their new brand identity, product, or messaging on this set of people. Ask your audience the right questions to avoid missing anything in the testing phase. After this, gather the feedback of the selected people and analyze the results. ### Analyzing The Results Implementing a strategic brand development strategy can be an enormous task. Brands gather the feedback and reactions of the sample size to assess the effectiveness of their new brand identity. You will then be able to identify areas that need improvement from the assessment. ### Make Recommendations From the analysis, you can then make essential recommendations that will guide the implementation of your brand development strategy. In some cases, the first test is not always the last. These recommendations will help you when conducting another branding development test. ### Objectives of strategic brand Testing 1. Measure brand awareness: Strategic brand testing assesses how well the new brand identity resonates with the target audience. 2. Evaluate brand perception: From the testing phase, you will see how the new brand identity enhances brand loyalty and trust. 3. Assess brand messaging: By strategic brand testing, you can deduce whether your target audience’s message is clear and understood. Testing lets you see how well your brand values resonate with your target audience. 4. Measure brand preference: You can weigh your competitive effectiveness through strategic brand testing. Strategic brand testing gives you a clear perspective of your brand alongside your competitor. ### Distributing The Brand Style Guide Consistency is a theme that is pertinent to a successful brand strategy all over the world. Each consumer goods company has a brand style guide, like a handbook that provides guidelines for consistently implementing brand development strategies across all business spheres. Establishing a brand style guide that will ensure a unified band image across all touchpoints is essential. ## Data-Driven Brand Development That Can Guarantee Sales Performance. If you need help attaining the kind of results you have read about in this article, we can help. SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) that researches, designs, and tests all products to ensure peak shelf performance. Book a time to discuss your project with our team. **Categories:** Strategy, Design, Testing --- ### [CPG product repositioning guide.](https://www.smashbrand.com/articles/cpg-product-repositioning-guide-market-lift/) **Published:** February 27, 2025 **Author:** Jason Vaught **Excerpt:** Explore the five undeniable signs your CPG product needs repositioning along with strategies for leveraging consumer insights for a guaranteed market lift. **Categories:** Positioning **Post Types:** White Paper --- ### [What Exactly Is The Brand Development Index?](https://www.smashbrand.com/articles/brand-development-index/) **Published:** November 27, 2023 **Author:** Jason Vaught **Content:** \[smartcta id=”10″\] **Categories:** Strategy --- ### [The Definitive Guide to Memorable Brand Naming.](https://www.smashbrand.com/articles/brand-naming/) **Published:** October 4, 2023 **Author:** Jason Vaught **Excerpt:** Your brand name is your first impression and in today’s hyper-competitive market, it might be your only chance to get it right. A forgettable name gets ignored. A memorable brand name earns attention, trust, and shelf space. But crafting that name? It’s not guesswork. It’s a blend of strategy, psychology, and precision. **Categories:** Strategy --- ### [Dog Treat Packaging Design That Boosts Sales Performance.](https://www.smashbrand.com/articles/dog-treat-packaging-design/) **Published:** July 7, 2024 **Author:** Jason Vaught **Excerpt:** Learn data-driven dog treat packaging design tactics to boost shelf impact, highlight premium quality, and drive sales. Learn more! **Categories:** Positioning, Strategy, Design --- ### [5 Packaging Themes That Might Elevate Your Brand](https://www.smashbrand.com/articles/5-packaging-themes-that-might-elevate-your-brand/) **Published:** September 14, 2016 **Author:** Kevin Smith **Content:** ***Don’t let your brand’s complexion get dull – rejuvenate it with the alpha hydroxy acid of fresh package design!*** Is your product stagnant? Does it just lie there on the shelf, unresponsive and inert? Do you think that maybe your product has breathed its last and that it might be beyond saving? Well, don’t just ineffectually poke it with a stick! Give it a jolt with the defibrillator of a package refresh! Yes, it might be your packaging that is causing your products to languish. But don’t worry, you have numerous [packaging design trends](https://www.smashbrand.com/articles/packaging-design-trends/), concepts, and options that will help to revive your product and your brand. ## Digitally-themed packaging Of course, the appropriateness of this strategy will depend upon your actual product, but then again – a classic Nintendo-inspired design might be just what your brand of nonfat yogurt needs. The culture’s dependence upon electronic communications has inadvertently created a market for old-timey computer visuals. We are charmed by the fact that our computer platforms were once so primitive. Ha, ha! Remember cassette tapes? Remember how many floppy disks we used to have? No? Oh, mercy, and you’re an adult! We feel old. Regardless of your age, there is a kind of intriguing allure to a Tron-like aesthetic. Most of us who were children when computers were just becoming ubiquitous for home use remember the old DOS look with a bit of nostalgic fondness. And speaking of nostalgia… ## Nostalgic packaging The vast majority of consumers secretly – or overtly – wish to recapture certain elements of their youth. This is why there has been a legitimate effort to [disinter dead brands](https://www.entrepreneur.com/starting-a-business/reviving-an-old-brand-nostalgia-driven-profit/234414); not only do people feel comfortable with marketing that they grew up seeing, they are often excited by it. This isn’t anywhere near as pathetic as it sounds – it can be very interesting. Packaging concepts that recall earlier eras are not only comfortably familiar to older consumers, they are incredibly unique to young consumers especially when executed with in unique ways, leveraging [custom packaging solutions](https://printives.com/) to improve perception while keeping the costs in line with your budget. For example, a mason jar look without the risk of glass breaking. ## Patriotic packaging USA! USA! If your product is manufactured in this great country, why not use your packaging to broadcast it proudly? Consumers love locally produced items; items that support our economy; items that are unique to our culture. You don’t have to limit yourself to the typical stars/stripes, red/white/blue aesthetic; there are countless other features that seem particularly American without being boring. Also, patriotism doesn’t necessarily mean a celebration of all things American; it can be a respectful recognition of other cultural phenomena, too. Just make sure you have a focus group that is familiar with the culture or nation to which you are paying loving tribute. ## Hand-crafted packaging When so many products and [product package design trends](https://www.smashbrand.com/articles/packaging-design-trends/) seeming so aggressively computerized and prefabricated, hand-made products seem like a breath of fresh air. Just look at the popularity of Etsy! Hand jarred, hand wrapped, or hand bottled packaging concepts have a charm that standard, obviously factory line packages do not. It also gives the consumer the impression that you truly care about your product; that it was conceived and made by a team of dedicated artisans. ## Personalized Packaging Everyone wants their products specifically tailored to their particular needs. Even though you might not be able to manufacture your product to every consumer’s exact taste, you can design packaging that is attractive to individual customers. “A styling gel with ‘Steve’ right on the package!” they’ll say, if their names are Steve. “This speaks to me in a way that no other styling gel does!” This strategy is especially good for gift-giving. Also young consumers particularly enjoy seeing their names already written on shelved products, and they will whine unrelentingly until the poor mothers finally pull out their cards and buy. These are only five of literally dozens of potentially life-giving packaging options. You don’t have to let your package – or your brand, for that matter – languish in its parents’ basement, not bringing in any revenue and wasting its natural potential. Wake it up, give it a haircut and send it out into the world! **Categories:** Design --- ### [5 Web Design Trends You Should Ditch Right Now.](https://www.smashbrand.com/articles/5-web-design-trends-you-should-ditch-right-now/) **Published:** August 18, 2014 **Author:** Kevin Smith **Content:** How is it possible that trends — be they fashion, digital or food — can be simultaneously intriguing and status-enhancing and yet so, so… stupid? We’ve all been guilty of wearing acid-washed jeans, owning laser disc players or [ordering a Zima with a straight face](https://slate.com/human-interest/2008/11/the-long-slow-torturous-death-of-zima.html "ordering a Zima with a straight face"). Eventually, we came to realize that our dedication to yesterday’s fads had to come to an end, and we moved on with our lives. Unfortunately for many Web design companies, no one has bothered gently but firmly let them know that many of their amenities and funny graphic design mistakes are making them look ridiculous. So, here we are, doing yet another public service. You’re welcome. ## Auto-forwarding Carousel Sliders When did this start happening? Carousel sliders are those constantly rotating pictures that, when you aren’t looking directly at them, make you feel as though you’re having a stroke. That’s the main problem with the carousel — if you’re reading content and not focusing directly on the slider it is quite jarring. If you are actually interested in looking at the slider images and/or reading the content, you have to negotiate the rotation speed in order to comfortably view the slide. For viewers with slower motor capabilities or with reading difficulties, the auto-forwarding slider is intensely annoying. A study conducted by the Neilson Norman Group determined that auto-forwarding carousel sliders are [roundly ignored by viewers](http://www.nngroup.com/articles/auto-forwarding/), not only because they’re optically irritating, but also because the movement causes the user to assume that it is an advertisement and doesn’t contain relevant content. ## Flash Introductions These are definitely on the wane, but not fast enough, in our opinion. The glacially-paced loading; the irrelevant video/animation footage; the pointless and showoff-y production value all add up to a pointless waste of time. A [website redesign expert](https://www.apexure.com/custom-website-redesign-services/) would probably call it what it always was: unnecessary clutter that distracted from real content. Instead of wasting resources on developing Flash intros, designs should be shepherding their clients into the age of responsive design. Mobile is only getting bigger, and it’s pointless to pretend that it doesn’t exist and that every client will for some reason decide to plunk down in front of a desktop in order to view your site. Yes, we know that 13 years ago having a Flash intro made your website seem like a total hotshot. We hated them then, too, but we were just too ashamed to admit that we didn’t have the loading capabilities to make them run smoothly. Now that we’ve grown up a bit, we realize that the problem wasn’t us —it was them. ## Sound Effects Quite possibly more irritating than Flash intros; at least Flash intros can be skipped and actually end. Sound effects add absolutely zero value to a website — they don’t enhance user experience and they don’t give the impression of sound Web design judgment. This is*especially* true of sound effects that aren’t music related, but just random collections of noises that erupt when you sweep the cursor across an icon. Unless your website is specifically for 4-year-olds, do not use them. No one needs whimsy that desperately. ## Stock Photos “Wow, this organization employs a team of attractive, fit and ethnically diverse people in a cheery and sunlit office! Let’s give them our business immediately! Let’s also help this nice gentleman from Nigeria access $50 million from a mysterious overseas account!” In case you haven’t noticed, almost every quasi official-looking business website has photographs of young-ish people in a bright office space, occasionally shaking hands and holding official-looking briefs. Not only has this become incredibly clichéd, but the stock photos that are in constant circulation are… well, in constant circulation, so one of your competitors could easily have the exact same image, or an image featuring the same models… \[ahem\] “*employees*.” People connect so much better if you really let them look at who your company is, not generic stock photography. ## Confusing Your Site for a Social Network A few sites began forcing users to login to their social media accounts before allowing access to their sites, which was a remarkably intrusive request. No, not everyone wants to automatically login with their Facebook or Google+ account, nor do we want to be constantly engaged with other users. Sometimes, we just want to read restaurant reviews, or know where a theater is, or find a reasonably priced and well-constructed hand held belt sander. It is every Web design company’s job to keep on top of the latest trends, as well as the trends that are rapidly morphing into absurd jokes. If you’re guilty of one of the above offenses, don’t hang your head too low; we’re pretty sure we still have a pair of acid washed jeans in our closet. **Categories:** Design, More --- ### [Branding And Positioning That Make Consumers Choose You.](https://www.smashbrand.com/articles/branding-positioning/) **Published:** August 8, 2025 **Author:** Jason Vaught **Excerpt:** Learn how to create branding positioning that drives sales, boosts shelf standout, and connects with your target audience. Build a brand consumers choose. **Categories:** Positioning, Strategy --- ### [Knowing When to Be Responsive.](https://www.smashbrand.com/articles/knowing-when-to-be-responsive/) **Published:** May 3, 2013 **Author:** Kevin Smith **Content:** Remember the old days when marketing strategies were basically limited to print ads, television campaigns and perhaps the occasional aerial banner? There was no thought of [search engine rankings](https://www.similarweb.com/top-websites/computers-electronics-and-technology/search-engines/); Web videos or social media, and if you asked anyone about browser optimization, they would have looked at you like you were from Mars. Yeah, those were uncomplicated, good days. Well, those days are gone now, and every business is in the eternal thrall of the World Wide Web. If you’re in the market for a brand spanking-new website, you are going to have to wrap your mind around several different highly complicated and constantly evolving factors in order to get the most out of your site. We don’t mean to get all technical on you, but have you seriously compared the varied and nuanced [advantages and disadvantages to responsive vs. standard Web design](https://www.smashbrand.com/articles/what-is-responsive-web-design-an-intro-to-the-basics/)? No? Well then allow us to roll up our sleeves and deliver you the mother of all Web design symposiums. If you’re still amazed that carriages are now horseless and wonder if wizards power airplanes, we’ll try to go slow. ## **Responsive Web Design** Responsive Web design is an application or website design that can instantly modify itself depending upon the device upon which it is opened. For example, you know how the Facebook site is entirely reconfigured when you open your page on your phone? That’s responsive Web design; the site was designed with a mind-bogglingly complicated code that allows the page to cope with the different amounts of HTML required for screens of different sizes. Most major websites with a significant mobile user base use [responsive Web design](https://www.go-globe.com/uae/web-design-abu-dhabi.php). However, it’s a highly expensive and time-consuming process, and the finished site is generally lower-performance than standard sites because of the fluctuating amounts of HTML. ## **Why would I need responsive Web design?** If your site has significant mobile usage, responsive Web design makes sense; you will naturally want your client base to access information quickly and accurately. However, you really need to be honest with yourself about the current needs of your business. If you don’t have high mobile traffic now, but you anticipate (or hope and pray) that you will have it in the future, then you might want to hold off for a while and use the money for another area of your marketing strategy. You also want to consider who uses your site and services. If your site is primarily business-to-business, visitors will probably only open your page on an office desktop. However, if it’s crucial for the prestige of your operation that you appear tech-savvy and you want to give the impression that you recognize the ever-present need to be accessible by all forms of electronic media, then by all means, go with responsive design. You might also consider responsive Web design if your site has a lot of crucial images that would be indecipherable without very specific dimensional adjustments. ## **Will my site really look bad on a smartphone if I don’t use responsive Web design?** Not really. Your site will look like a miniaturized version of your standard site, only a mobile user might have to scroll around in all directions and expand and minimize different parts just to read the information or click on your call to action buttons. However, it’s not really that big a deal if you find that the price of responsive Web design is prohibitive; don’t bankrupt yourself buying a service you might not even need yet. Besides, many of the latest smartphones are able to make the adjustments pretty cleanly, and if the website is designed truly well for desktop applications, it will probably look fine on a mobile device. So, what have we learned today? We learned that airplanes are magic celestial conveyances. We learned that responsive design helps optimize mobile user experience only if mobile users actually visit the site. We learned that responsive Web design is the wave of the future. Then again, there are incredibly advanced 5th and 6th generation mobile devices that can easily adjust to standard Web pages. Most importantly, we learned that responsive Web design doesn’t come cheap, but if you’re Mark Zuckerberg, that doesn’t matter. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [How Innovation and Positioning Build Brand Success.](https://www.smashbrand.com/articles/innovation-and-positioning/) **Published:** August 1, 2024 **Author:** Jason Vaught **Excerpt:** Discover how strategic branding positioning drives CPG sales by increasing shelf standout, purchase intent, and consumer loyalty. Learn how to win at retail. **Categories:** Positioning, Innovation, Strategy, More --- ### [3 Crucial Millennial CPG Trends to Know.](https://www.smashbrand.com/articles/3-crucial-millennial-cpg-trends-to-know/) **Published:** January 27, 2019 **Author:** Kevin Smith **Content:** When targeting any demographic, you need to enter the consumer’s mind. You must walk in their shoes, understand their habits, and consider their options. Targeting millennial shoppers is no different. ## Who Are Millennials? Millennials (a [generational cohort loosely defined](https://www.pewresearch.org/short-reads/2019/01/17/where-millennials-end-and-generation-z-begins/) as those born between 1981 and 1996) have a firm foothold in the consumer market. They hold well-established buying power across the entire consumer spectrum. [Reports indicate](https://www.businesswire.com/news/home/20220912005909/en/CouponFollow-Millennial-Shopping-Habits-Report-Finds-73-Changed-Shopping-Habits-Due-to-Pandemic) that Millennials have a global buying power of $2.5 trillion yearly. ## Characteristics of Millennials Each generation goes through its evolution, but what makes millennials unique is their shift from the offline to the online world. The hybrid of activity adaptation leads millennials to have the following characteristics. - **Tech-Savvy:** Millennials grew up with technology and are proficient in using it for communication, entertainment, and shopping. - **Value Experiences Over Possessions:** Millennials prioritize experiences over material goods, seeking unique and memorable experiences. - **Focus on Health and Wellness:** Millennials prioritize their health and wellness by seeking organic and [natural products](https://www.smashbrand.com/articles/packaging-design-for-natural-products/) and engaging in physical activity. - **Social and Political Awareness:** we know millennials for their social and political awareness, and many actively engage in causes and activism. - **Entrepreneurial Spirit:** Millennials are often driven to start businesses, pursue entrepreneurship, and seek unique career paths. - **Connected and Collaborative:** Millennials are highly connected and collaborate with brands, using social media and other digital tools to form communities and share ideas. - **Brand Loyal:** Despite their reputation for being fickle, millennials can be very loyal to brands that align with their values and provide pleasant experiences. These are not absolutes. Characteristics change within the millennial generation depending on many other demographic factors. ## Why CPG Brands Must Market To Millennials When brands start doing [market research](https://www.smashbrand.com/articles/understanding-cpg-market-research/) and analyzing populations to learn how to reach their customers better, they all reach the same conclusion: Millennials are where it’s at. And the same holds for consumer-packaged goods (CPG). [Research shows](https://www.mediapost.com/publications/article/238211/getting-millennials-to-buy-cpgs-bring-on-the-bogo.html) that consumers will spend, on average, $65 billion on CPGs over the next ten years. With this much market share up for grabs, it presents a significant opportunity for CPG brands who know how to tap into these consumers’ minds. ## A Warning For Brands Marketing To Millennials Before we go any further, we must issue a warning: CPG brands must be careful about how they market to this group. Many well-known assumptions about Millennial shopping behaviors don’t hold up under real scrutiny. Mediapost’s above rundown explains this, including the comments made by Eric Pakurar, Chief Strategy Officer for Geometry Global North America. In his comments, he warns of “many traps CPG marketers can unknowingly fall into if they decide by only referencing generalized information or trends about Millennials. When we looked closely at Millennials’ shopping behavior in CPG categories, we found that very few widely believed assumptions about Millennials held up. This research shows how critical the examination of the life stage and shopping goal is. Especially in the categories they’re shopping for—to understand or predict their shopping behavior.” But of course, the point of generation cohorts (as Pew Research described) is giving researchers a way to analyze changes in views, opinions, and perspectives. Assumptions are unavoidable to a certain extent. ## Hellmann’s: A Case Study In Millennial Marketing The rise of the “millennial” age and the expansion of e-commerce in the early 2010s spawned a new marketing trend: direct-to-consumer (DTC) branding. Many businesses like Hellmann’s recognized an opportunity to engage consumers directly via internet platforms, bypassing traditional retail The go-betweens such as grocery shops. Hellmann’s embraced this trend in 2017, creating a direct-to-consumer (DTC) campaign targeting millennials. Despite the brand’s excellent reputation and popularity, the campaign failed. The DTC effort presented Hellmann’s products directly to consumers via an online store to produce a more customized, “millennial-friendly” purchasing experience. Hellmann developed a website, a social media presence, and a series of films and other marketing materials aimed at the target audience. Despite this, the campaign did not take off. One of the primary reasons for Hellmann’s DTC campaign’s failure was a lack of consumer involvement. Despite the brand’s prominence, millennials did not appear interested in purchasing Hellmann’s items directly online. The DTC failure was because of a combination of reasons. Perhaps the greatest is how Hellmann’s products were not distinctive enough to warrant the time delay and shipping expenses associated with online sales. After all, Hellmann’s items were already readily accessible in grocery stores. ### Returning To Retail Like Bob’s Red Mill, Hellmann’s online approach now reroutes customers to their local grocery stores. The corporation recognized traditional retail was still the most common way for customers to acquire home products. Learning a lesson the hard way, they now understand that there were better strategies to reach the millennial population than direct-to-consumer marketing. The Hellmann case should serve as a wake-up call to other Consumer Packaged Goods (CPG) companies exploring direct-to-consumer (DTC) marketing. While direct-to-consumer marketing is enticing, there are better platform opportunities for CPG companies with a long history of retail commerce. Before entering the DTC market, businesses must carefully analyze their target demographic and the items they offer. DTC is only the most effective method to reach customers in particular premium-priced product categories. ## 3 Millennial CPG Trends That Matter Without further ado, here are the three millennial trends that CPG brands must pay attention to. We’ve tried to pin down a few Millennial [CPG trends](https://www.smashbrand.com/articles/cpg-trends/ "CPG trends") retailers can take home—particularly in how they structure their [packaging design for the millennial market](https://www.smashbrand.com/articles/how-the-millennial-mindset-influences-packaging-design/). ### Pricing Is Still Pivotal This is an unfortunate reality that we must get out of the way. Packaging, marketing, environmental consciousness—all of this matters, but the price point still matters most. According to [research by CouponFollow](https://couponfollow.com/research), Millennials are price-conscious, yet they struggle with saving: - Eighty percent either “strictly” or “moderately” adhere to budgets when shopping; - Fifty-four percent hold [credit card debt](https://www.businessinsider.com/personal-finance/credit-score/freedom-debt-relief-review); - Forty-five percent have less than **$500** in personal savings. However, food and drink remain one of the top areas that Millennials will invest in: - Sixty percent said they spent most of their budgets on food and drink, and forty-two percent predicted they would do the same the following year. We get it that most brands can’t compete on price—nor should they. Just keep in mind that, for Millennial shoppers, environmental consciousness or locally sourced production won’t hold a candle to a reasonably priced product. ### Consumers Prefer Brands Who Share Their Values. Any brand can get behind a Millennial CPG trend: Millennials prefer brands that share their values. We know millennials are more socially conscious than previous generations and are more tech-savvy. What this means for retailers is that Millennials have more insight into how brands operate and will support the brands that meet their expectations. [Research suggests](https://www.forbes.com/sites/forrester/2018/05/23/millennials-call-for-values-driven-companies-but-theyre-not-the-only-ones-interested/?sh=47b29f815464) that 7 in 10 Millennials consider a brand’s values when purchasing. This means their public commitment to environmental consciousness, sustainability, worker fairness, and locally sourced products throughout the supply chain. Overall, Millennials demand unprecedented corporate accountability. And given that we make so many shopping decisions at the point of purchase, we need to consider how a company can reinforce these ideals with its packaging. Many brands share[ their company stories](https://www.smashbrand.com/articles/make-your-brand-storytelling-work/) on their packaging designs, which is an excellent first step. But lip service is only the beginning. Making them aware of your ideals certainly matters. Still, consumers will react more to tangible benefits that make them feel like they’re contributing by going with your brand over a competitor. Here are some quick examples: - Including strong seals in plastic bags that let shoppers use only what they need and save the rest for later - Eliminating “bag-in-box” packaging and overall reducing packaging clutter and waste - Investing in creating innovative packaging helps differentiate a product on the store shelf, such as a snack chip company moving away from the classic [seven-layer foil and plastic bags](https://www.theguardian.com/sustainable-business/2014/jul/18/good-product-bad-package-plastic-recycle-mistakes) ### Increased Focus On The Visual Distinction Naturally, visual appeal is a cornerstone of packaging design. But for Millennial shoppers, visual appeal from the store shelf to the plate is essential. This is because Millennials are among the first generations to leverage social sharing on sites like Instagram, Pinterest, and Snapchat as aspects of daily life. It doesn’t matter what they’re doing—when they’re socially focused, any moment can be a selfie- or Snap-worthy. And for those familiar with these sites, we don’t need to tell you that food is one of the most pervasive themes. Millennials treat food production (planning, preparation, and presentation) as a social experience. They post recipes for inspiration. They post clips of themselves preparing it. And when it’s done, they post photos of the finished product. Research shows (there is plenty of research on this) that sixty percent of Millennials post photos of food purchases while in the store. Sixty-nine percent post photos before they eat. CPG companies can play into these trends. Your packaging needs visual appeal, but “plate appeal” is equally important. After all, the packaging drives purchases, but product quality creates lifelong brand advocates. ## Creating a Strategy Based On These Millennial Trends Understanding trends is one aspect of creating a CPG strategy where millennials are the target market. Brands also need to consider the product category, economy, and competition. Brands looking to target millennials will need to take an [omnichannel approach](https://www.smashbrand.com/articles/cpg-omnichannel/ "omnichannel approach"). Not only does the offline/online buying experience come into play. There is also an undeniable fact that consumers are being influenced through multiple touchpoints, causing them to seek products for immediate purchase. Finally, it is human nature to feel the desire to touch a product physically before making a purchase. ## Millennial’s Influence On Other Generations Marketing to millennials doesn’t exclude you from targeting the [Gen Alpha](https://www.smashbrand.com/articles/gen-alpha-packaging-design/), Gen-Z, Gen-X, and baby boomer markets. Millennials have a more significant downward influence on the younger generation, and any secondary demographics will most likely want to move in this direction. ## Mastering Millennial CPG Trends As we noted in our above warning, you can’t generalize with your marketing. Millennials are too big of a group and too diverse in their perspectives. But that’s okay. Marketing isn’t about learning everything in one swoop. It’s about keeping an open mind and examining how all the pieces connect. Hopefully, this rundown helped you accomplish this and gave you things to consider regarding how your packaging is put together—for both Millennial audiences and the public. ## We Guarantee Shelf Performance Want a best-selling brand? We can help you target millennials through a data-driven brand strategy and packaging design process. Through extensive consumer testing and decades of experience, we help CPG brands reach their target market through an approach that yields greater [purchase intent](https://www.smashbrand.com/articles/why-purchase-intent-is-the-most-important-metric-for-cpg-brands/ "purchase intent") and [brand recall](https://www.smashbrand.com/articles/the-importance-of-cpg-brand-recall/). Book a time to discuss your project with our team. **Categories:** Strategy, Design --- ### [Unlock Brand Growth with Innovation in Consumer Products.](https://www.smashbrand.com/articles/innovation-in-consumer-products/) **Published:** July 25, 2024 **Author:** Jason Vaught **Excerpt:** Discover how innovation in consumer products drives growth with data-backed strategies, real consumer insights, and shelf-ready brand execution. **Categories:** Positioning, Innovation, Strategy --- ### [Understanding Package Design Testing for CPG Brands.](https://www.smashbrand.com/articles/understanding-package-design-testing-for-cpg-brands/) **Published:** March 26, 2019 **Author:** Michael Keplinger **Content:** Packaging is the face of your product. It’s a key driver of sales in retail environments and is a chief way to differentiate yourself from competitors. But in our experience, many companies don’t give the packaging design process the respect it deserves. This article outlines the key CPG package design testing methods for predicting shelf performance reliably. Why don’t brands of consumer packaged goods engage in testing innovations? Sometimes this results from marketing efforts, but more often than not, CPG brands are not up-to-date on the latest methods for testing a package for performance. We aim to help CPG packaging decision-makers understand and embrace the testing innovations our clients use to outperform the competition. ## CPG Package Design Testing Brands of consumer packaged goods that want to compete at the point of purchase must understand the tenets of packaging design testing and why it’s so important. A bit of effort in the testing phase yields a wealth of information that you can use to tailor your packaging to your customers more effectively, provided you handle it correctly. Like other forms of [CPG branding](https://www.smashbrand.com/articles/cpg-branding/), marketing, and advertising, a consumer goods company testing for performance requires the right setting. This article will outline specific testing methods that distinguish between buyer intent and actual purchase intent. ## Testing Reduces Risk, Improves ROI The primary goal of package design testing for consumer products is to identify and resolve issues with your design before producing it at scale. If consumers dislike a particular aspect of your layout or are confused by your packaging, you’ll need to rework your design to better appeal to their sensibilities. It’s unfortunate, but no matter how much effort you put into your packaging design, the final decision ultimately rests with the end user. In this way, testing is a key method for risk reduction, particularly for new products that lack established markets. And it also influences ROI in terms of your production costs. Modern commercial printing is less expensive, but from a cost/benefit perspective, launching a set of labels without performing due diligence makes little sense. Testing reduces the risk for CPG brands that go beyond the store shelf. Since product packaging is an integral part of the entire marketing strategy, it makes sense that testing your packaging design will have a positive impact on any advertising campaign. ## How to Structure CPG Package Design Testing [Package design testing](https://www.smashbrand.com/testing/) encompasses various market research data collection methods, ranging from pre-design research to post-production surveys. CPG companies should initiate this process as early as possible in the packaging design phase. You’ll need these insights as soon as possible to provide your designers with material to work with for their mock-ups and prototypes. ### Consumer Packaged Goods Testing The way you collect data depends on the research method used. In consumer packaging research, there are a few standard options: - **Observational research**: Working with select customers and observing their behaviors in the retail shopping environment. - **Guided Assessments:** Focus groups where a moderator directs a group that matches our target customer. - **Online studies are great** for collecting significant responses during the initial package design strategy. - **In-depth interviews** offer more detailed insights into customer motivations, perceptions, and preferences. - **Post Purchase Surveys:** Follow-up surveys to determine intent to repurchase and brand loyalty. - **Retail Simulation**: Simulating the retail environment to recreate the buying experience and witness the real-time purchasing decision. The idea is to leverage research methodologies to gain a comprehensive understanding of your market’s perceptions. What do they think of your brand? Does your new packaging stand out on the shelf? How long do they typically spend comparing products, and is your new design worth consideration? ### Initial Research For Your CPG Brand To begin, plan out your research goals and determine a reasonable scope for each effort. Proper planning is crucial to gaining organizational buy-in, from your C-suite to your marketers and designers. Everyone needs to agree and have the same goals in mind. Begin by analyzing existing market research to gain a historical understanding of consumer behavior within your target market. Following your understanding of the market, [test certain concepts](https://www.smashbrand.com/articles/concept-testing/) individually or in small groups. Structure your testing to focus on individual elements one at a time, such as your product packaging layout, color choice, copy, and so on. ### Asking The Right Questions You’ll get far more concrete information asking customers specific questions like “Does the package’s messaging make you feel confident about this brand?” rather than generalized questions like “What’s your opinion of the product packaging?” During this initial research phase, your design team will use the gathered information to develop prototypes based on your initial findings. We eventually pare these down through further research and competitor assessment (as discussed below), but it’s good to have many options to work with. If for no other reason than that most consumers don’t know what they like until they see it. Develop a few options for your designers and consumers to explore, and then refine from there. ### Testing Against Competitors As you use these methods to learn more about your product packaging, ensure that you’re testing against a comparative set similar to your brand. In other words, your biggest competitors. To achieve high purchase intent, packaging must differentiate itself in the marketplace. Look at your competitors. What are they doing? What strategies are they employing that you aren’t? In your experience, how do these strategies play into your market’s perceptions? It is essential to understand what they’re doing well and where they’re going wrong. ### Integrating Competitor Data Into Your Design Strategy Compare these issues and consider any that may create conflicts in your data, such as the relative size of the competitors. For example, assessing what industry giants are doing is helpful if you’re a small manufacturer. However, since their manufacturing capabilities will far exceed yours, you may apply different strategies than they do. Along the same lines, if you’re entering a crowded field with well-established players, your market may have certain expectations based on what your competitors have already put out. This presents an opportunity for differentiation but also poses a challenge, as expectations play a significant role in influencing purchasing intent. You don’t want to swing too far in the other direction and build a crazy package design your customers don’t understand. ## Design Your Packaging With Care One of the overarching goals of the CPG package testing process is to get both aim and subjective information about your product. Getting as much information as possible is essential, but be careful about applying too many changes too quickly. Like your other brand marketing efforts,[ slow and structured changes](https://www.smashbrand.com/articles/should-i-hire-a-packaging-design-company-or-a-design-freelancer/) are the way to go. Conduct a structured testing process for each phase of your [CPG packaging design](https://www.smashbrand.com/articles/cpg-packaging-design/) to identify and resolve any potential issues that may arise. Rushing the process will defeat the purpose. Make your improvements one step at a time, going slowly. ## **Data-Driven Brand Development** Looking for a [packaging design company](https://www.smashbrand.com/) that delivers more than promises? SmashBrand integrates strategy, testing, and design to create packaging that wins at shelf and accelerates sales. We back it with data and a guarantee. Don’t gamble with your brand. Choose a partner obsessed with performance. Our mission is to increase your revenues while reducing retailers’ risk when stocking your product on their shelves. Book a time to discuss your project with our team. **Categories:** Testing --- ### [Package Design Contests - Great Opportunity or Talent Exploitation](https://www.smashbrand.com/articles/package-design-contests-great-opportunity-or-shameless-talent-exploitation/) **Published:** October 20, 2014 **Author:** Kevin Smith **Content:** We’ll spare you the suspense: The answer is shameless talent exploitation, period. Additionally, design contests don’t even begin to approach the most crucial aspect of packaging design: In-depth consumer knowledge and market appeal. How does a kid working on a MacBook Pro in his parents’ basement gather quantitative research data? Can he engage in demographic isolation processes and initiate face-to-face consumer interviews? Shockingly, he can’t. ## Package design contests what they don’t provide. Here’s what crowdsourcing services and design contest administrators won’t tell you: They have no idea who the designers are or what their level of expertise is. Furthermore, you (the client) probably don’t know much, if anything, about the intricacies of logo or package design. So, you have an anonymous designer who delivers a spec that you think is cool, but who doesn’t know how to incorporate design strategies into your overarching brand profile, who can’t design graphic solutions tailored to your individual marketing and brand needs, and who doesn’t know how his/her design will carry over into different media. They don’t know where your product will be sold in large quantities and what customers of those retailers essentially want in a package. What crowdsourcing services also don’t tell you is that a packaging design company or a graphic design company worth its salt isn’t about designing little aesthetically pleasing squiggles — that is only the visible component of what we do. Weeks and even months of consumer research go into each package design to ensure maximum customer appeal. Designers design projects to nuanced specifications, and help guide clients throughout the whole branding process. The look of the logo, the package, and the webpage is entirely the designer’s responsibility; the level of expertise, style, and originality of the designer primarily dictate the success or failure of a campaign. ## Exploiting more than just young designers. We not only object to design contests for their oversimplification of the design and branding process, but we also object on moral principles. Hang on — let us get on this soap box… Corporations are getting creative about how to avoid paying people who provide them with services. First, there was the unpaid intern who was ostensibly meant to develop skills, learn the inner workings of an influential organization, and gather valuable connections (but who does the work of a professional on significant projects, in addition to fetching coffee and answering phones). Then came crowdsourcing, where struggling designers, whose talent is not yet appreciated, get the chance to [submit a logo concept](http://99designs.com/) to a client who may commission it based on its skill and relevance to their brand. If not, then the weeks of work will have been wasted. Now, design contests are gaining significant momentum. Oh, it was one thing to exploit kids right out of school with no contacts and no experience. (That’s what they’re there for, right?) It’s quite another to try to prey on established designers with prestigious portfolios. And yet, that is what seems to be happening. Big corporations are soliciting influential designers for “contests” where the “winner” receives next to nothing. In the case of Showtime Network’s solicitation of designer Dan Cassaro (who has designed for MTV and Nike, so he isn’t some young designer desperate for any exposure) for a concept for its Mayweather vs. Maidana boxing match, the winner receives — get this — *a trip to Las Vegas*. Seriously. Once again, this isn’t a contest for high school students or people with zero experience. Showtime handpicked celebrated design artists with successful brands and tried to dangle a carrot of “exposure” in front of them. Hysterically, Dan Cassaro [told Showtime what it could do with that carrot](https://www.buzzfeed.com/alanwhite/a-lot-of-people-are-feeling-this-angry-email-from-a-designer). ## Exploiting the farmhands. So, design contests —whether for package design, logo design, or whatever — are often a means to obtain free work. Let us repeat: *Package design contests, logo design contests, Web design contests are farms for free work*. Of course, sometimes you need a career springboard if you are starting with nothing, and that’s fine. However, don’t think that design contests are in any way a career; they aren’t. They aren’t even quick cash options. They require weeks and sometimes even months of work, and there is absolutely no guarantee that your design will be picked, since there might be thousands of other entrants alongside you. “But SmashBrand,” you might say. “The design contest model is so much cheaper than hiring a freelance artist or a design studio. I can get pretty great work for almost nothing, can’t I?” You’re half right — you can get nothing for almost nothing. Not quite as attractive. Ultimately, there is nothing remarkable about logo or packaging design contests. They devalue the entire design industry, and they can even cost businesses money in the long run, since having the blind lead the blind through the rocky terrain of brand building benefits no one. Additionally, if anyone sends SmashBrand an email requesting professional services in exchange for exposure and a weekend trip, we’ll refer you to [Mike Monteiro’s 2011 San Francisco CreativeMornings symposium](http://vimeo.com/22053820). ## Data-driven packaging design for maximum shelf impact. Looking for a [packaging design company](https://www.smashbrand.com/) that delivers more than promises? SmashBrand integrates strategy, testing, and design to create packaging that wins at shelf and accelerates sales. We back it with data—and a guarantee. Don’t gamble with your brand. Choose a partner obsessed with performance. **Categories:** Design --- ### [K.I.S.S. Web Design - Why Simple Choices Are Better](https://www.smashbrand.com/articles/k-i-s-s-web-design-why-simple-choices-are-better/) **Published:** January 11, 2013 **Author:** Kevin Smith **Content:** Some choices—choice of spouse, choice of political or religious affiliation, choice of Snooki or Honey Boo Boo—are embedded in the very fabric of our democracy. However, when we walk into a Walmart and find ourselves assaulted by entire aisles, 40 feet long, of nothing but different brands of shampoo, we frankly want to go home and lie down. Choice is exhausting. Too many choices mean too much time spent deciphering the tiny, practically irrelevant differences between products we don’t care about and, quite possibly, don’t need. Most of us welcome the power of choice being removed from our grasp when it comes to things that don’t have a tremendous amount of significance. We’re delighted to buy the same brand of fabric softener we’ve always purchased, as well as the one our mothers and their mothers have used. When we need AA batteries, we want to grab a pack without doing extensive research. When we shop online, we want a site that is easy to navigate with all of the wares displayed in a tidy, eye-pleasing, grid-like fashion. We want what is simple; we want what we’re used to. How does this apply to web design, you might ask? It’s relevant to web design or packaging design—and any design, for that matter—because it goes to the very heart of the consumer. We might want the raddest, baddest, most fly web page in the world, but if customers have to spend more than two minutes adjusting to unfamiliar layouts, tons of messaging and advertisements, they will click off, never to return. If you want to attract viewers and keep viewers, keep it simple. #### Simple = Ease of Use Remember about eight years ago, when MySpace was the king of the hill on social media sites, and Facebook was a little upstart for college students? Remember everyone’s initial reaction to Facebook when compared to MySpace? No one liked it. MySpace was unique, customizable, and flashy. Facebook was boring—everyone’s page looked the same. Then what happened? As if by magic, everyone decided they wanted the plainness and predictability of a Facebook page rather than the burden of a wonderfully distinctive MySpace page. No one felt like taking on the responsibility of decorating their social media pages anymore. What they wanted was simplicity. This is only one example of how a consumer base will flock to what is easy, clean and unsurprising. Something that can be figured out within the first two minutes of use is likely to have broad appeal. #### Simple = Easy on the Eye Just because something is simple doesn’t necessarily mean it’s boring. The art of good, simple web design is the ability to provide the user with something comfortable, something they will want to return to, and something that gives them confidence that all their needs are accounted for within the layout. #### Simple = Specificity We love brainstorming sessions. We love the creative energy and adrenaline of throwing out a bunch of ideas and seeing what sticks. What do we love even more: when a client knows what he or she likes, or even has example sites they love. We think it’s great when a client is excited about a project. We love hearing about their hopes and dreams for their web design or packaging design. What we cannot do is come up with a structure when the only instructions we’ve been given are, “We’re thinking we want it kind of like Amazon but younger, with maybe a gothic element but not so dark, and hip but with classic components too, and kind of urban, also.” If you want efficiency, simplicity, and success, then do the work and be specific about it. You will save time, money, and develop a superior product. To sum up, clean up your design, for heaven’s sake. Get rid of the cartoons and pointless examples of Flash just for the sake of having Flash. Make it organized, straightforward to use, tidy, and uncluttered. A simple design is a confident design and there is nothing sexier than confidence. ## Data-Driven Brand Development Want a best-selling brand? We can help! SmashBrand is one of the top [packaging design agencies](https://www.smashbrand.com/) that utilizes a data-driven approach. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [How Color Combinations Impact Your Logo.](https://www.smashbrand.com/articles/how-color-combinations-impact-your-logo/) **Published:** January 28, 2013 **Author:** Kevin Smith **Content:** Those of us blessed with the gift of color recognition adore a beautifully constructed color scheme. Whose heart doesn’t swell with warmth at the sight of a lovely bed of flowers, a gorgeous sunrise, or an artfully designed brand logo? Our eyes fill with tears of joy at the very thought. \*Sniffle\* You see, striking and effective color combinations in logo design are vital to a logo’s effectiveness and success. Incorrect color usage can cause the entire aesthetic to fall apart, failing the advertising campaign, damaging the brand, and ultimately leading to the downfall of the company, possibly even harming mankind. But we don’t mean to frighten you, or anything. How does one find the right color combinations without risking career annihilation? Well, we don’t want to give away all of our secrets, but in the interest of sparing you the indignity of explaining to your bosses why your logo disgusted your entire demographic, here are a few tips for picking the best, brightest, and most enticing colors. ## Remember what Different Colors Mean Different colors evoke different emotional responses. For example, red is commonly used to convey alarm or passion. Purple is widely associated with royalty and is generally regarded as a symbol of stately and dignified elegance. Green represents freshness, environmental awareness, or cash, depending upon your political affiliation. Consider your target consumer base when selecting your colors. If your target market is young girls, a feminine and romantic color scheme, perhaps featuring pink, would likely be the best choice for your logo. An adult customer might respond to muted, subdued, or cool colors. If your audience is middle-aged or older, you might want something bright enough to override the effects of cataracts. Bright colors do attract attention, but bold colors can be just as effective. Believe it or not, black is bold. It is also beautiful. ## Keep it Simple, Sweetie Complexity is delicate for foreign film plots, but it’s death for logos. The maximum number of colors the eye can distinguish is two or three complementary colors. A kaleidoscopic pattern may look cool and unique, but consumers are constantly assaulted with multi-colored images, products, apps, and screen savers; you don’t want to cause seizures. Logos that use multiple colors successfully often employ a cascade of related colors, or colors with a common association, such as a rainbow pattern. ## Make Sure Your Colors Are Easily Accessible The world applauds creativity. Unfortunately, creativity sometimes comes at a cost. If you’ve mixed a special color for your logo—a subtle variation of violet that’s a touch less purple but with an iridescent sheen—we can virtually guarantee you that every single printing of your logo will be [slightly and annoyingly different](https://www.smashbrand.com/articles/the-clients-guide-to-printing-labels/). Furthermore, most computers can still not depict all colors in the spectrum. If you’ve selected a specialty color, prepare yourself to find that every monitor displaying your logo will radiate back a color you didn’t anticipate. If you’re interested in keeping your logo design both visually appealing, consistent, and economical, we suggest selecting one of the 256 colors considered web-safe. 256 is a huge assortment, and it’s not the specialness of the color that necessarily matters; it’s how the colors you’ve selected relate to each other and to the design you’ve created. ## Get Feedback Sadly, the most important opinions regarding logo designs are not those of graphic designers; the most critical opinions belong to the general public. Every graphic designer has created a logo design that is pure artistic genius and perfect in every respect, only to have it shot down by some band of consumers who know nothing. Whatever. All kidding aside—yes, we are proud of our designs and confident that we are more than capable of producing a logo that is not only stylistically pleasing but also appealing to the consumer. However, we value the input of people who aren’t affiliated with design because they tell us how the public will look at our work. Show your logo color scheme to your associates not affiliated with your brand or product and see how they respond. Even if you’re sold on the colors you’ve selected, if your private focus group looks at them and utters a collective “eww,” you might want to reconsider. Color selection is both an art and a science, but no indecipherable code is involved; there is only judgment and taste. Pick colors that look good, make sense for your product and brand, and can be duplicated exactly, and your logo will be off to an excellent start. ## Data-Driven Brand Development Want a best-selling brand? SmashBrand is a data-driven brand development and [packaging design company](https://www.smashbrand.com/) for FMCG and CPG brands. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [CPG Insight: Environmental Concerns Becoming More Mainstream.](https://www.smashbrand.com/articles/cpg-insight-environmental-concerns-becoming-more-mainstream/) **Published:** July 17, 2013 **Author:** Kevin Smith **Content:** Environmental concerns are not merely a trend; they are issues crucial to the endurance of the planet and the entire human (and animal) population. That being said, making your product packaging environmentally friendly is a great way to boost sales and appeal to a young, hip demographic. Cynical? Maybe. Realistic? You betcha. “Green” packaging and “green” products in general have become ubiquitous in today’s corporate climate. Thirty years ago, environmentally friendly products were exclusively the dominion of your standard-issue, tree-hugging, long-haired hippie. Today, everyone (and we do mean everyone) is getting in on the act. Even though strictly speaking, many companies are simply using the “green” moniker for particular product lines to appeal to a larger consumer base without [significantly altering production methods for](https://www.smashbrand.com/articles/budweiser-really-is-king-miller-fans-can-now-go-home/)[ their baseline products](https://www.smashbrand.com/articles/budweiser-really-is-king-miller-fans-can-now-go-home/). Hey, everyone’s gotta make a living. Ecologically responsible product packaging makes us, as consumers, feel better about the products, the companies that manufacture them, and ourselves for even being concerned. We’ve become increasingly horrified by images of landfills teeming with unrecycled plastic bottles and seagulls being poisoned by chemical runoff. We want the comfort of knowing that the clam-shell containers that protect our fruit, office supplies, and [electronics](https://www.smashbrand.com/articles/electronics-packaging-design/) have been recycled or fabricated with sustainable materials. So, is it possible to achieve an environmentally responsible package without compromising the integrity of the product? We’re getting there. We utilize corn-based packing materials, recycled plastics, and innovative technologies to manufacture products with significantly less waste than ever before. We also have package designers with the expertise and, most importantly, the heart to create product packaging that uses no more and no less materials than necessary. Could you please hand us our halos? ## Less is More There are still some of us who think that environmentally friendly packaging automatically means anything wrapped in hemp. Not so. Sometimes, just reducing the amount of materials is sufficient, and when the reduced materials are recycled, the overall material residue shrinks even further. There is [no need for ](https://www.smashbrand.com/articles/soras-message-to-you-package-well-and-prosper/)[excessive packaging](https://www.smashbrand.com/articles/soras-message-to-you-package-well-and-prosper/); anyone who bought CDs in the late ’80s and early ’90s can attest to that (remember those boxes, which were often two feet long). However, the need to minimize damage and spoilage in shipping still exists; therefore, some measure of protection will always be needed. Often, the answer to waste and bruising lies in packaging that is not only small enough to fit many units into one shipping pallet, but also shaped in a manner that allows for a tight, secure pack. Let’s not forget that reducing the number of pallets per shipment is a significant reduction in carbon footprint. So, when you think about bottle design, for example, try to think about shapes that are geometrically suited for mass shipment. Funky, hourglass-shaped bottles may be cool, but how many of those suckers can you fit into a single shipping crate? Will rectangular designs be more efficient? Won’t that result in a significant reduction in shipping costs? Ah, now we’ve got your attention. ## Environmentally and Financially Friendly Because “green chic” is becoming increasingly widespread, we can easily anticipate a time when environmentally sound packaging becomes widely produced and therefore quite affordable. Unfortunately, materials such as bamboo and textiles are prohibitively expensive for most small companies. However, with the burgeoning technology for producing biodegradable plastics, as well as consumer demand, we predict that ecologically sound manufacturing processes will ultimately become the less expensive alternative. Once people truly turn their sentiment into action, manufacturers will scramble to use environmentally responsible technologies. An [Innventia study](http://www.foodproductiondaily.com/Packaging/International-survey-flags-up-packaging-concerns) found that 50 percent of American consumers surveyed said that they found plastic packaging harmful to the environment. So, why haven’t 50 percent of American consumers completely stopped buying plastic? We can jump-start this phenomenon by giving people who buy products packaged in standard plastics the stink-eye when we see them in line at Whole Foods. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development and [packaging design agency](https://www.smashbrand.com/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Understanding the Role of CPG Testing in Brand Growth.](https://www.smashbrand.com/articles/cpg-testing/) **Published:** July 16, 2024 **Author:** Jason Vaught **Excerpt:** Discover how CPG testing drives brand growth, from concept testing to purchase intent, to optimize packaging, reduce risk, and boost sales. Read on to learn more! **Categories:** Strategy, Testing --- ### [Why Channel Agnostic Branding Wins More Customers.](https://www.smashbrand.com/articles/channel-agnostic/) **Published:** April 3, 2025 **Author:** Jason Vaught **Excerpt:** Being on multiple channels isn’t enough—consumers expect a seamless experience everywhere. If your branding feels inconsistent, you’re losing trust, engagement, and sales. Winning brands don’t just show up—they connect. Want to future-proof your brand? Read on to learn how a channel-agnostic approach drives success. **Categories:** Positioning, Innovation, Strategy --- ### [Mastering Brand Color Ideation For Maximum Impact.](https://www.smashbrand.com/articles/brand-color-ideation/) **Published:** January 8, 2024 **Author:** Jason Vaught **Excerpt:** Discover the steps involved in strategic brand color ideation for maximum impact. Learn how to tell your brand story by choosing the right color palette. **Content:** \[smartcta id=”3″\] **Categories:** Positioning, Innovation, Strategy, Design --- ### [How to Execute a Flawless Rebranding Launch](https://www.smashbrand.com/articles/rebranding-launch/) **Published:** January 9, 2023 **Author:** Jason Vaught **Categories:** Strategy --- ### [Interesting Brand Renaming Examples With Key Insights.](https://www.smashbrand.com/articles/brand-renaming-examples/) **Published:** January 12, 2023 **Author:** Jason Vaught **Categories:** Strategy --- ### [The Ultimate Rebranding Template For A Successful Rebrand.](https://www.smashbrand.com/articles/rebranding-template/) **Published:** January 3, 2023 **Author:** Jason Vaught **Categories:** Strategy, Design --- ### [A Complete Guide For Brand Naming After A Merger.](https://www.smashbrand.com/articles/brand-naming-after-a-merger/) **Published:** October 6, 2022 **Author:** Jason Vaught **Categories:** Strategy --- ### [Enhancing Brand Resonance in Competitive Categories.](https://www.smashbrand.com/articles/brand-resonance/) **Published:** July 11, 2022 **Author:** Jason Vaught **Excerpt:** In today’s hyper-competitive categories, the brands that win aren’t always the loudest, they’re the ones that connect deeply, consistently, and emotionally. Read on to discover how to enhance brand resonance, outmaneuver competitors, and build lasting loyalty where it matters most. **Categories:** Strategy --- ### [A Complete Guide For Rebranding Products.](https://www.smashbrand.com/articles/rebranding-products/) **Published:** September 7, 2023 **Author:** Jason Vaught **Content:** **Categories:** Strategy, Design --- ### [The Science Of Name Testing For Brands & Products.](https://www.smashbrand.com/articles/name-testing/) **Published:** December 15, 2022 **Author:** Jason Vaught **Content:** Imagine spending hours brainstorming potential brand names only to come up empty handed, finding none that resonate with your target audience. But even for those lucky ones who do find a name they like, these companies make the big mistake of selecting the brand name based on internal opinions without conducting [proper name testing](https://www.smashbrand.com/preformance-naming-test/) with customers and potential consumers. As a result, very few achieve desired results and it’s only thanks to pure luck. When you enter challenging landscapes like CPG and FMCG markets, you must not rely solely on luck, but rather incorporate data into your branding strategy. Name testing helps companies avoid common naming pitfalls and discover how their customers will genuinely perceive their brand name. Name testing filters out boring and non-relevant names, cherry-picking only the most effective brand name options. In this article, we will explore the art of name testing for brands and products, walking you through a complete process, including the dos and don’ts for choosing a product or company name. ## The Concept of Name Testing: An Overview Before proceeding, it is essential to understand the model of name testing and how it can help companies select the perfect [product naming architecture](https://www.smashbrand.com/articles/product-naming-architecture/) or brand name. Name testing acts as a feedback mechanism that involves the company’s target audience directly through multiple touchpoints. After preparing a list of potential names through brainstorming, the list is presented to the audience for evaluation—the target audience votes for these brand name options according to their interests. The main objective of these sessions is to evaluate things like memorability, messaging, and appeal for each test name. Choosing a product name is crucial as it dramatically impacts the positioning of a brand. The [product naming framework](https://www.smashbrand.com/articles/product-naming-framework/) must align well with the company’s objectives and brand identity. While internal opinions are essential, testing potential names with the target audience is also necessary to ensure they resonate well with them. This is where name testing and unit tests come in handy. With the evolution of technology, this process has become more effective and straightforward with time. Early on, brands mainly relied on small focus groups to get initial reactions to potential brand name options. Today, multiple test methods are available, including online surveys, offline surveys, social media polls, interviews, etc. Also read – [Essential elements of effective brand naming](https://www.smashbrand.com/articles/the-essential-elements-of-effective-brand-naming/) ### Critical Components of Effective Name Testing The process of concept testing consists of multiple steps. Each step requires a proper strategy to execute and will bring you one step closer to success. Let’s discuss all of the essential steps of the test process. ### Identifying Target Audience for Name Testing Before starting the testing process, companies have accurate information about their target market. They must know their target audience and what age group and gender the product is intended for. Conducting thorough market research for the [product naming exercises](https://www.smashbrand.com/articles/product-naming-exercises/) is extremely helpful. It provides meaningful insights into demographics, behaviors, and preferences, allowing companies to determine the suitable test class to gather feedback from. ### Qualitative vs Quantitative Research for Concept Testing Companies use quantitative and qualitative research to gather valuable feedback on potential names. These two approaches provide different insights, ultimately resulting in a business name that enhances the brand positioning. Qualitative research is more exploratory and aims to understand the perceptions and opinions around each business name. Standard test methods include focus groups and one-on-one interviews. Researchers can probe participants deeper into why they like or dislike specific [naming conventions](https://www.smashbrand.com/articles/product-naming-conventions/). In contrast, quantitative research uses test methods on larger samples to generate numerical data that can be measured and compared statistically. The test process may use online surveys, A/B tests, and other experiments to gather helpful information for testing purposes. Surveys may ask participants to rate names on memorability, appeal, or other predefined metrics. The goal is to understand name performance through measurable indicators like preference percentages, Net Promoter Score, purchase intent uplift, etc. ### Criteria for Evaluating Potential Names After conducting the market research, the next step is to set up criteria through which you can evaluate potential names. When developing test cases to assess possible names with customers, define clear criteria like memorability, meaning, and appeal through method names like recognition testing, likability surveys, and purchase intent questions to effectively measure how each antigen test name resonates with your potential customers and guides selection of the best-performing name. ### Tools and Techniques Used in Name Testing To gather meaningful data, brands employ online surveys, focus groups, and A/B testing within custom modules to conduct name testing on potential names. Offline surveys, case studies, and unit testing with actual respondents also provide insights into which names best support the test case method name and related topics. Meanwhile, quantitative tests deployed to a broader audience generate metrics such as recognition, appeal, and purchase intent that are easily measurable and compared across name options. ## The Name Testing Process: A Step-by-Step Guide The first step is to develop a pool of potential names. Brainstorm different types of names that align with your brand’s testing purpose. Conduct secondary research and drop the duplicate values. Next, clearly define the Objectives and Parameters. Will you select a single name or narrow the pool? Determine what qualities you want to measure while developing different [product naming strategies](https://www.smashbrand.com/articles/product-naming-strategies/). Some initial testing methods include: - Unaided surveys to gauge recognition of potential names. - Aided surveys that present names for ratings on appeal, fit, etc. - Focus groups on discussing perceptions in an open dialogue. Analyze all results before further testing through methods like: - A/B surveys directly comparing top-performing names. - Website testing of finalists on related topics. After collecting feedback, analyze all results to determine the top performers. Look for convergence across quantitative metrics and qualitative themes. A name rising to the top of unaided, aided, direct comparison surveys and focus group discussions is vital to the right fit. With the selection complete, further validation testing confirms your final choice. Methods like website conversion experiments and focus groups provide reassurance before launch. Proper name testing shepherds your new brand through a thorough vetting process with intended customers. ### Analyzing Name Testing Results Analyzing the data requires interpreting both quantitative and qualitative findings. Quantitative metrics from surveys show statistical performance but lack context. Meanwhile, qualitative feedback offers a more profound perspective but can be subjective. By evaluating them together, a clearer picture emerges. Quantitative metrics reveal a name’s memorability, appeal, and strength of association through measures like aided/unaided recall rates or net promoter scores. Qualitative research illuminates why specific names resonated more through themes in open-ended responses. Understanding consumer perception is critical. Focus groups offer potent insights into how people intuitively process and remember names and attributes unconsciously linked to each option. Recall tests further unearth names’ top-of-mind awareness over time. With both statistical performance and consumer perception in mind, outcomes point to the ideal choice. Corroborating data across methods confirms a genuine frontrunner. Names testing poorly require reevaluation against objectives. Proper analysis yields confidence that the selected name will smoothly integrate into the brand identity and seamlessly connect with target audiences. It ensures marketing investment behind the name will pay dividends through strengthened customer relationships. ## Common Challenges and Solutions in Name Testing Companies may face some common challenges when conducting name testing sessions. These challenges may dilute the brand name testing survey result or produce ambiguity and biases if not appropriately addressed. Let’s discuss these challenges one by one and understand them. ### Ambiguity and Misinterpretation Testing names out of context can lead to ambiguity or misinterpretation of meanings. Brand descriptions, taglines, or example products/services alongside names provide necessary framing. Pre-testing name definitions with focus groups can uncover any confusion to clear up. ### Cultural and Linguistic Barriers Names carrying different connotations across regions or languages may not translate well universally. It’s essential to test names with geographically and culturally diverse groups. Consulting linguistic or cultural experts for international name testing can offer localized insights. ### Legal and Trademark Issues Thorough trademark searches are a must to avoid potential conflicts. But even cleared names may encounter issues during use. Having trademark attorneys review top performers mitigates risks. Testing names as phrases in addition to standalone words further reduces ambiguity within trademark classes. With diligence, name testing yields optimal outcomes. But being flexible is crucial – retesting may be necessary if significant issues emerge. Overall, a collaborative approach resolves challenges. Marketers work closely with legal, product, and research teams to improve methodologies continually. The goal is to gather clean, reliable data to inform decisions. While obstacles occur, learning from each experience strengthens best practices. With experience, even the most difficult names or markets become testable. Most importantly, prioritizing high-quality feedback. ## Advanced Techniques in Name Testing With technological advancements, several new methods for conducting effective name testing and accurately interpreting the test results have emerged. Companies can utilize these technologies effectively to level up their game and select the most suitable naming convention. ### Utilizing Technology and AI Leveraging technologies like facial coding allows for analyzing micro-expressions when viewing names. This reveals subconscious reactions. AI can efficiently evaluate massive datasets to surface trends. Tools integrating social listening find existing perceptions. Online testing platforms engage diverse, global audiences cost-effectively. ### Applying Psychological Principles Principles like the mere exposure effect show that repeated exposure improves attitudes over time. Testing names this way uncovers the most adaptable options. Framing names in a product context activates brand-related mindsets. Implicit association testing sheds light on unconscious perceptions. ### Integrating with Brand Strategy [Brand naming](https://www.smashbrand.com/articles/brand-naming/) tests allow making informed decisions regarding positioning and messaging. Companies can guide their strategic efforts by analyzing which names align with the brand’s vision and attributes. Comparing names against those of competitors can provide a competitive advantage. Tracking how names influence later brand touchpoints is essential to ensure strategic alignment throughout the customer journey. ## Future Trends in Name Testing Future trends in name testing will see the continued development and use of advanced techniques. As methods like artificial intelligence improve, more sophisticated practices such as[ naming scorecards](https://www.smashbrand.com/naming-scorecard/) that combine diverse quantitative and qualitative metrics into a single score may better evaluate name suitability across objectives. This could help streamline the analysis of the [naming process](https://www.smashbrand.com/articles/naming-process/). The role of globalization will also be essential to consider, as names will face increasing pressure to work in many international markets. Testing platforms that facilitate simultaneous worldwide testing may aid rapid global expansion by leveraging a naming scorecard approach. Consumer behavior and preferences will also evolve. [Testing](https://www.smashbrand.com/testing/) will need to explore how names align with values around sustainability, diversity, inclusion, and other emerging trends. Refreshed name cycles may be required to maintain relevance. ## Data-Driven Approach to Brand & Product Naming Are you having difficulty choosing a great name for your brand and products? We can help. Our data-driven strategy process assists in identifying brand and naming opportunities. As your [naming agency](https://www.smashbrand.com/brand-product-naming/) discover the potential name with the highest impact by conducting thorough testing. Subsequently, our design team incorporates this name into the packaging design and branding strategy. **Categories:** Strategy, Testing --- ### [Brand Refresh vs Rebrand: Understanding These Brand Strategies.](https://www.smashbrand.com/articles/brand-refresh-vs-rebrand/) **Published:** October 18, 2022 **Author:** Jason Vaught **Categories:** Strategy --- ### [The Interlinked Mechanism of Brand Strategy And Innovation.](https://www.smashbrand.com/articles/brand-strategy-and-innovation/) **Published:** July 7, 2024 **Author:** Jason Vaught **Excerpt:** Energize growth by aligning brand strategy and innovation: blend disruptive innovation, brand positioning & product innovation to boost brand loyalty. **Categories:** Innovation, Strategy --- ### [How to Fix Children’s Product Branding with 5 Data-Driven Steps.](https://www.smashbrand.com/articles/childrens-product-branding/) **Published:** July 7, 2024 **Author:** Jason Vaught **Excerpt:** Unlock data-driven childrens product branding to elevate baby products with smart logo design, digital marketing & brand strategy tailored for parents. **Categories:** Strategy --- ### [How to Approach Branding and Innovation Without Losing Your Edge.](https://www.smashbrand.com/articles/branding-and-innovation/) **Published:** June 6, 2024 **Author:** Jason Vaught **Excerpt:** Discover how to align branding and innovation to evolve your brand identity, drive growth, and connect with consumers—without losing what works. **Categories:** Innovation, Strategy --- ### [How Not To Be Another "Me Too" Brand.](https://www.smashbrand.com/articles/how-not-to-be-another-me-too-brand/) **Published:** March 19, 2025 **Author:** Jason Vaught **Excerpt:** Most brands start strong—until they don’t. Learn how to stand out and stay ahead as competition grows and challengers emerge. **Categories:** NICE PACKAGE, Positioning, Innovation --- ### [A Complete Roadmap For Brand Voice Development](https://www.smashbrand.com/articles/brand-voice-development/) **Published:** August 6, 2024 **Author:** Jason Vaught **Categories:** Strategy --- ### [The Complete Guide to Product Positioning.](https://www.smashbrand.com/articles/product-positioning/) **Published:** February 8, 2024 **Author:** Jason Vaught **Excerpt:** Your product has seconds to make an impact. Without a clear, compelling position in the market, it doesn’t matter how innovative your offering is. It’ll get lost in the noise. The brands that win? They own a space in the consumer’s mind before the competition even gets a shot. Read on to learn how to position your product to stand out, sell through, and scale fast. **Categories:** Strategy --- ### [The Ultimate Guide to Brand Positioning.](https://www.smashbrand.com/articles/brand-positioning/) **Published:** February 16, 2022 **Author:** Jason Vaught **Categories:** Strategy --- ### [How to Come Up with a Unique Business Name?](https://www.smashbrand.com/articles/unique-business-name/) **Published:** May 13, 2021 **Author:** Jason Vaught **Content:** Owners spend countless hours and resources on creating a perfect business name. Yet, they end up in a ditch of ideas, unable to surface original thoughts. It is essential to create unique business names. These are easy to trademark, safeguarding your intellectual property from others. However, in today’s world of ‘brand saturation,’ finding fresh perspectives has become nearly impossible. That’s why today, we’ll discuss techniques you can implement to find a unique business name for your company. We will try to cover each aspect in detail so that you can easily follow our thought process. So, without further ado, let’s get started. ## Tips to Find an Original Business Name Below, we’ve given tips on how to find and create original branding for your company. ### Brainstorming For Ideas [Brainstorming](https://www.techtarget.com/whatis/definition/brainstorming#:~:text=Corinne%20Bernstein-,Brainstorming,-is%20a%20group) is a powerful technique for generating fresh ideas. It allows you to be creative in your thinking and helps you find original brand names. Brainstorming requires sheer focus, so avoid distractions and sit quietly for the thinking session. Consider the following things to craft a suitable name. - Target Market and Trends - Audience and their interests - Brand Personality and Image - Cultural values Considering the audience means understanding their age, demographics, geographical location, and knowledge level. Such parameters will guide you in creating a name that attracts the maximum number of people, leading to more earning opportunities. Successful brainstorming is tiring, but it indeed holds the key to genuine ideas. ### Pool Ideas From Stakeholders If you’re stuck with the idea generation process, involve key stakeholders. Pool ideas through think polls, interviews, webinars, etc. Utilize the power of social media, long-form content, and more to involve the audience in the think tank. People’s ideas will help you get a unique business name as a mass audience will provide many new perspectives. In contrast, generating an equal number of thoughts would be nearly impossible for a single person. It isn’t necessary for what the public suggests to be original. The same goes for your brainstormed ideas that you spent an eternity finalizing. Hence, you’ll need to run further tests and checks to ensure the uniqueness of your business’s name. ### Check For Your Preferred Name Online To ensure your business name is original, search it online using a search engine. Then, try to find any relevant pages indexed on the name. If you see nothing, then you can keep the name! Finding a LinkedIn, Facebook, or any other social site means you’ve got competition. If the opposing brand has a considerable following, try altering the name to find uniqueness in this scenario. But, if the opposition is negligible, you can beat them by increasing your digital presence with the proper [SEO techniques](https://www.semrush.com/blog/seo-techniques/#:~:text=16-,SEO%20Techniques,-to%20Boost%20Organic). Additionally, if your business name brings up no domain name anywhere, immediately [buy it out](https://ultahost.com/domains) before someone else does. Not only will this step ensure your company name’s uniqueness, but it will also do wonders for your SERP ratings. ### Research-Related Keywords Another aspect that you can cover to ensure name originality is by researching relevant keywords. Use keyword explorer tools like [Ahrefs](https://ahrefs.com/keywords-explorer) and [SEMrush](https://www.semrush.com/) to determine functional parameters like keyword difficulty (KD). These will help you finalize your decision for the brand name. Aim for a keyword with a lower KD score but a higher search volume. Then, edit your business name and align it with the potential keyword. This will ensure that your business name indexes on top of user searches, improving traffic to your platforms later. If you’re still stuck with the finalization stages, you should surely follow our next step. ### Finalize The Name With A Team Find your support system. This can be your close family, friends, or personal advisory panel. No matter who you choose, they must be able to pass you honest reviews about the name. These suggestions can ignite a chain of constructive iterations, making your brand name unique, appealing, and compelling for the audience. Plus, an outsider’s perspective is sometimes necessary to create something invaluable. This effect happens because you’re primarily focused on the nitty-gritty, but a third-person POV judges things on the big picture. Therefore, consulting your support team can highlight new avenues of improvement, solidifying your craft. Consequently, you’ll develop a unique business name, helping you stand out from other brands. ## An Alternate Method Lastly, we also have an alternative method for creating unique business names: utilizing an AI-based [business name generator](https://www.editpad.org/tool/business-name-generator) online. The advanced tools utilize their vast language dataset and recurrent neural networks (RNNs) to find new business names accurately. Simply provide a topic or a keyword for your business discussing your work type. Then, you also have an option to select several suggestions for the name. Finally, choose a relevant business niche from the drop-down menu and hit the ‘Generate Names’ button. For our work example, we chose the business keywords ‘fresh sandwiches’ and the niche ‘Food and Beverage.’ Below are the generator’s results. The tool generates business names relevant to the target market and can evoke emotions that help you stand out. You can always explore the tool more to create exciting business names for other niches. ## Final Words In this post, we saw how to come up with a unique business name for your company. We learned that brainstorming and crowdsourcing ideas are great ways to prepare a rough sketch for the name. Then, you should search the internet and skim [trademark classes](https://alrushdlaw.com/trademark-classes/#:~:text=Next-,Trademark%20Classes,-%E2%80%93%20What%20it%20is) to ensure your creation is original. Finally, research relevant keywords and consult your support system to finalize the name. ## Data-Driven Brand Development Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for makers of fast-moving, durable, and consumer packaged goods who want to see a performance lift in retail. Our PathToPerformance™ process guarantees a brand performance lift on retail shelves. From strategy to design, we take consumer brands through our Path To Performance™ [brand development process](https://www.smashbrand.com/articles/brand-development-process/), setting them up for long-term success. Book a time to discuss your project with our team. **Categories:** Strategy --- ### [How To Make Your Private Label Brand Premium](https://www.smashbrand.com/articles/how-to-make-your-private-label-brand-premium/) **Published:** March 12, 2018 **Author:** Kevin Smith **Content:** Packaging is an important part of any successful marketing campaign. Brands need to be presented in a way that’s attention-grabbing and resonates with their target audience, especially when they are private label brands. We’ve seen an increase in private brands entering the market over the past decade, including a surge of store-brand products in markets outside of grocery retail. Unfortunately, many brands still struggle to shake that brand-x image with their private label packaging design. This article will teach you how to brand a private-label product in such a way that it battles for premium positioning. You will learn the steps needed to create a package design that increases profitability and brand loyalty. ### **Traditional Steps to Creating a Private Label Product** ### **The Right Way to Create a Private Label product** 1. Identify a product opportunity where the sales revenue supports the investment. 2. Create packaging that resembles a similar product that leads the category. 3. Price the product at a lower cost but with a greater profit margin than the 3rd party provides. 1. Identify a product opportunity where both sales revenue and competitive landscape support the investment. 2. Look for a unique selling proposition that makes a private-label item distinct from the competition. 3. Create packaging that merges the right brand elements with distinct purchase drivers that increase conversions. 4. Test your product idea and package designs in a simulated buying environment where the product will actually live. 5. Price the product at the intersection of profitability and inventory turnover. ## **Private Label Products Need to Stand Out** Private-label products have a unique challenge that their premium counterparts don’t have to worry about. These brands need to be more than just the cheaper alternative. One of the biggest mistakes of private-label product creators is cutting corners on their packaging design. When was the last time you looked at a store-branded product and thought, “I really like the simplicity of this label over their competitor’s catchy design”? While you may “appreciate” a minimalistic design, people rarely grab the least attention-grabbing bottle off the shelf. Any product that seeks not to be seen is a product that seeks not to be purchased. This doesn’t mean your white-label product needs bright colors and a bold copy. It means that a private label manufacturer needs to go through the same process as a [branded product](https://www.smashbrand.com/articles/branded-vs-private-label/) if they hope to capture market share. Testing and reiteration of each design element is required for creating a private-label brand that will stand the test of time. ## **Why You Shouldn’t Private Label** There is no shame in saying no to private labeling. This is especially true if you cannot allocate the resources needed for a product to succeed. Thousands of brands find that focusing on relationships with top CPG companies is a better strategy. These brands are able to differentiate themselves from the competition that is poorly performing as a result of incorporating a mediocre private label product line. ## ## **Private Labeling Won’t Save a Failing Brand Name** Now a thing of the past, Kmart was once the largest retailer in the nation. In 1994, Kmart said that[ private label was crucial to its strategy](https://www.supermarketnews.com/archive/kmart-sees-private-label-crucial-part-strategy). While they had a few years left before becoming extinct, Kmart began feeling the effects of their failed strategy. This doesn’t mean private labeling was a bad idea, but obvious flaws within their private label strategy led to the company’s demise. ## **How Private Label Products Are Evolving** Private-label brands have a history of creating uninspiring designs with their white-label products. This typically occurs because of less allocated financial resources towards a marketing budget and less advice from CPG experts. But that’s changing as more and more retailers offer private-label goods and grow their private-label presence. In fact, we’re now in a market that’s very receptive to private brands like: - **Whole Foods: Jeff Bezos stated that he would lower pricing upon purchasing whole foods**. While some would disagree that this statement became a fact for the entire store, it held true for expanding the 365 Everyday Value product line. - **Kroger’s Simple Truth:** One of the biggest turnarounds has to be the Kroger brand. Kroger built [brand equity](https://www.smashbrand.com/articles/brand-equity/) by updating their stores and adding private-label products that reached $1.4 billion in sales. - **Trader Joe’s:** With 85% of their products being white labeled, this chain makes more money per square foot than its competitors. Trader Joe’s has taken private label branding to a new level and continues disrupting the grocery store industry. - **Amazon Basics:** Without question, one of the fastest-growing private-label brands is amazon basics. Built off the backs of retail giants such as Wal-Mart and Target, a search for Amazon Basics leads to over 3000 results for products. This wide-ranging list includes everything from kitchen knives to printing paper. Private labeling a product that sits next to household names with serious brand identity differs from creating a minimalist approach company. These brands have pulled away from competing for on-shelf with big-name brands by going direct to consumers. But make no mistake; these brands are investing just as much money into their minimalist approach to creating a brand identity. - **Brandless:** This company is a brand that is purely based on private-label merchandise. A lesson is to be learned by Brandless as they went out of business in 2020, only to reemerge under new leadership. This is a reminder that saving money isn’t the only thing on a consumer’s mind. - **Muji:** A company that prides itself on eliminating unnecessary marketing from its packaging, reserving the space to showcase its quality product. While Muji may claim to eliminate marketing from packaging, this is a business approach and message that is marketing at its finest. While creating [your own private label](https://amzscout.net/blog/amazon-private-label/) presence appears to be a way to remove the marketing element from their package design, the risk is higher than they assume. The former grocery store chain Fresh & Easy would be the first to tell you that creating and marketing Pl products doesn’t always yield the results you hope for. Even a small online business can move forward with white labeling by utilizing [dropshipping services](https://www.dropified.com/) with thousands of private label suppliers. But if they want to stand out, then the visual representation of their private label product needs to add life to their generic product. If you look at these private-label products, you’ll notice that they all share one similar feature: premium packaging. Even Muji, which takes a minimalist approach to packaging and design, incorporates a look and feel that’s easily recognizable across products. ## **Brand Recall For Private Label Products** Premium products have the privilege of using their names to attract attention. Private-label brands rarely have this same luxury unless from an already established name. Therefore, companies should spend more time developing a packaging style synonymous with their brand family. If you look at the six brands mentioned above, you can see that they package all of their products in a way that makes them identifiable. For 365 Everyday Value and Simple Truth, it’s the white background and zoomed-in picture of their product, whereas Brandless follows the same minimalist presentation mentioned above. Named brands have made these design aspects resonate with luxury and “premium x,” and these private brands are taking advantage of that. Each of these brands has created packaging that customers can easily identify. Whether you’re at Kroger shopping for peanut butter or cereal, you can identify the Simple Truth brand from its competitors. This continuous [brand recall is important for increasing sales with your private label brand](https://www.smashbrand.com/articles/the-importance-of-cpg-brand-recall/). The good news is attitudes surrounding private brands are changing, so now is the perfect time to revisit your brand’s design and give your private products a premium look. ## **The Future of Private Label Business** The private label industry will continue to grow as more opportunity presents themselves. Everyone from solopreneurs selling on Amazon to big box retailers can take advantage of the faster production times and lower minimum order quantities that private label manufacturers now offer. But with increased opportunity comes eventual competition. Whether you are a brick n mortar or online retailer, what will you do to ensure that your private label business model succeeds? ## **Want a Best Selling Private Label brand?** Through the SmashBrand package design process, we’ve helped private label brands go from being known as the lower-priced option to a recognizable name with true brand authority. Our methodology identifies the important aspects of packaging, copy, and design for increasing [purchase intent](https://www.smashbrand.com/articles/why-purchase-intent-is-the-most-important-metric-for-cpg-brands/) in your private label product. **Categories:** Design --- ### [Student Tips: How to talk to your B2B clients.](https://www.smashbrand.com/articles/student-tips-how-to-talk-to-your-b2b-clients/) **Published:** August 23, 2013 **Author:** Kevin Smith **Content:** *Thank you for coming. We’ve engineered this meeting in order to proactively actualize our core competencies into a client-centric channel. How do we leverage our existing opportunities and, moreover, monetize our platforms? We’re looking for strategic theme areas, here.* Those of you who haven’t already vomited are very likely inured to corporate jargon, and have probably incorporated terms like “bandwidth,” and “productivate” into your daily speech pattern. We’ve got life jackets, but you’re probably too far adrift for rescue. Prepare to drown in an ocean of B2B lingo of your own making. However, if you’re as disgusted by corporate-ese as we are, rest assured that there is an alternative. Oh, you’ll still have to navigate the tangle of syntax and improperly *actionized* nouns of the standard business memo, but feel free to speak to clients in the natural, unaffected and efficient way that has become totally alien to the typical marketing executive. Basically, using industry lingo outside of the industry is showing off. Sometimes it’s useful; [other times it’s alienating](https://www.smashbrand.com/articles/8-reasons-clients-wont-hire-you-again/). We’ll try to give you the tools that will help you to know when to pull the jargon gun out of your arsenal, and when to leave it in the holster, if we may mix our metaphors. This is especially true in client-facing roles or when discussing [sales cold calling services](https://callingagency.com/), where clarity and relatability matter more than trend-chasing buzzwords. ## Introductions *We develop dynamic and cost-effective solutions while integrating the intellectual capitol of diverse markets into our innovative deliverables. We harness ever-evolving global resources and utilize quality vectors in order to reinvent design concepts.* Fair enough. What executive wouldn’t be instantly convinced that you know what you’re doing? It’s always a good idea to talk to a client as though the client is a person, not the living embodiment of an e-commerce blog. After you’ve made your introductions and humble-bragged about your previous design achievements, set to work making your client comfortable. There’s no need to dim the lights and mix a daiquiri, but speaking the client’s language tells him or her that you are capable of understanding his or her needs, and that you will be receptive to and clear about whatever notes or ideas the client has. ## The Proposal *Our design philosophy joins personalization with innovation of scope; pragmatism with out-of-the-box thinking and warmth with structured geometrical positioning.* Alright, smarty-pants, explain why you do what you do in terms that aren’t so aggressively academic that they could basically describe any solid matter. Sweeping declarations about why certain designs work and why they don’t in art theory terms don’t sell coffee. Or shoes. Or protein powders. Talk to your clients about what branding/logo route you think is best in emotional terms, since emotions are what dictate a customer response. ## The Project *As you can see, we’ve streamlined your existing badge while seamlessly integrating a robust and vital color scheme that communicates the brand’s willingness to unify emotion and performance with optimism and strength.* That may be the case, but explain why a customer would be drawn to it in a language that the customer would understand. When we get down to the nitty gritty and start drafting actual logos, designing websites and fabricating packages, we have to abandon whatever lingo we might have used in the earlier stages during the client/contractor “mating dance.” There has to be a jargon-free, clear reason why the design works, and why the customer would be attracted to it. If the only explanation for why you’ve done what you’ve done exists within the realm of “strong visual systems,” and “content functionality,” you are going to need to step outside your design bubble for a breath of real-world air. Industry jargon, like every other awful trend, will continue to endure for as long as there are industries, for the simple reason that professionals will always want their own language that allows to quickly reference advanced concepts. That, and so that they can easily identify and exclude interlopers. In our hearts, we’re still high schoolers, wanting to maximize our own clique’s coolness factors. *It’s time to integrate ourselves into a higher social stratum if we want to optimize our user experience.* Sorry, just slipped out. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a[ brand development company](https://www.smashbrand.com/development/) for FMCG and CPG brands. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [CPG Ecommerce Strategies to Boost Sales and Brand Growth.](https://www.smashbrand.com/articles/cpg-ecommerce/) **Published:** April 8, 2022 **Author:** Kevin Smith **Categories:** Strategy --- ### [How To Approach A Brand Refresh Without Losing Your Customers.](https://www.smashbrand.com/articles/how-to-approach-a-brand-refresh-without-losing-your-customers/) **Published:** April 22, 2025 **Author:** Jason Vaught **Excerpt:** A brand refresh shouldn’t feel like a gamble. But too often, it is. Because what one team calls a “light update,” another sees it as a total identity overhaul. This disconnect is dangerous. You risk confusing loyal customers, stalling momentum, and spending money on the wrong change. **Categories:** NICE PACKAGE, Design --- ### [An Inside Look at FMCG Packaging Design.](https://www.smashbrand.com/articles/fmcg-packaging-design/) **Published:** March 20, 2023 **Author:** Jason Vaught **Excerpt:** Your FMCG packaging design can make or break your brand. Learn how to design product packaging for fast-moving consumer goods that drives greater revenues. **Categories:** Design, Testing --- ### [Building a Product Extension Strategy That Performs in Market.](https://www.smashbrand.com/articles/product-extension-strategy/) **Published:** April 25, 2025 **Author:** Jason Vaught **Excerpt:** Learn how to build a product extension strategy that drives brand growth, avoids cannibalization, and wins in-market with data-backed validation. **Categories:** Innovation, Strategy, Design --- ### [How to Nail Consumer Positioning For Products In-Retail.](https://www.smashbrand.com/articles/consumer-positioning/) **Published:** April 25, 2025 **Author:** Jason Vaught **Excerpt:** Learn how to create consumer positioning that drives purchase decisions, builds brand relevance, and outperforms on shelf—backed by real shopper insights. **Categories:** Positioning, Innovation, Strategy --- ### [How to Craft a Vertical Brand Extension Strategy.](https://www.smashbrand.com/articles/vertical-brand-extension/) **Published:** March 21, 2025 **Author:** Jason Vaught **Excerpt:** Learn how to craft a winning vertical brand extension strategy that drives growth, strengthens brand equity, and avoids common pitfalls. Read now for expert insights! **Categories:** Positioning, Innovation, Strategy --- ### [CPG Brand Architecture That Fuels Innovation and Sales.](https://www.smashbrand.com/articles/cpg-brand-architecture/) **Published:** February 20, 2024 **Author:** Jason Vaught **Categories:** Positioning, Innovation, Strategy **Post Types:** Article --- ### [A No-Nonsense Guide To Winning in CPG and Retail.](https://www.smashbrand.com/articles/cpg-and-retail/) **Published:** February 14, 2025 **Author:** Jason Vaught **Excerpt:** Learn the secrets to winning in CPG and Retail landscape. Discover the art of crafting a memorable brand identity that generate sales in retail landscape. **Categories:** Positioning, Innovation, Strategy, Design --- ### [The Key to Mitigating Potential Market Mapping Disadvantages.](https://www.smashbrand.com/articles/market-mapping-disadvantages/) **Published:** February 11, 2024 **Author:** Jason Vaught **Excerpt:** Think you know your market? Think again. Market mapping can create blind spots, overcomplicate strategy, and give a false sense of security—costing brands millions. Here’s where it goes wrong and how to do it right. **Categories:** Positioning, Innovation, Strategy --- ### [Crafting A Winning Identity Through Brand Ideation.](https://www.smashbrand.com/articles/brand-ideation/) **Published:** December 19, 2024 **Author:** Jason Vaught **Excerpt:** Every second your brand exists on a shelf or a screen, it’s being judged harshly. Consumers are making split-second decisions, and if your identity doesn’t connect instantly, it’s game over. That’s why brand ideation isn’t just important—it’s essential. **Categories:** Positioning, Innovation, Strategy --- ### [The Transition from E-commerce to Store Shelf](https://www.smashbrand.com/articles/the-transition-from-e-commerce-to-store-shelf/) **Published:** July 2, 2018 **Author:** Kevin Smith **Content:** There are no two ways about it. E-commerce is a staple of modern retail. [Growth rates for e-commerce](https://www.census.gov/retail/mrts/www/data/pdf/ec_current.pdf) continue to rise, and everybody wants a piece of the pie. With a precursory search, you’ll come across plentiful resources for making the transition from brick and mortar to a digital presence. Many of these resources are based on a presumption that underestimates just how prominent e-commerce has become. Plenty of businesses have established themselves primarily in the digital realm and now look forward to expanding into traditional retail spaces. But fear not! We have you covered. ## The Benefits of Shifting from E-commerce to Retail While e-commerce offers scalability and convenience, moving into retail presents strategic advantages. One often-overlooked benefit is the potential to reduce the internal time spent managing multi-state [ecommerce taxes](https://www.numeralhq.com/blog/ecommerce-sales-tax). Retail partnerships typically shift that responsibility to the retailer, freeing up your team to focus on growth initiatives like product development, marketing, and retail execution. Additionally, shelf placement builds brand legitimacy and introduces your product to consumers who might not shop online, strengthening brand equity in the process. ## **The Power of Feelings** Don’t worry. This isn’t a political statement about ‘special snowflakes.’ This is just a simple reminder that most B2C transactions are *emotional purchases*. B2B buyers are concerned with their bottom line. You’re not going to find a decision maker in upper management asking herself “*but how does this pallet of copper wiring make me feel?”* Your average consumer, on the other hand, brings quite a bit of emotional baggage to their buyer’s journey in shampoo bottles and sports drinks. Inside retail spaces, consumers make quick decisions that are both [emotionally charged and subconscious](https://www.smashbrand.com/articles/hacking-the-psychology-of-your-brand-design/). Impressions are made in passing. This means that something as simple as shelving or [the color of your packaging](https://www.smashbrand.com/articles/psychological-strategies-for-high-impact-package-design/) can elicit an immediate response from your buyer that makes the difference in a purchase. As you’re making the transition into a retail space, ask yourself how you’re making your product stand out to a distracted consumer and what your presentation says about your brand in a short window. ## **First Impressions** Once more, your first goal is to stand out. Be bold but not ostentatious. You want to capture attention without going too far. You’re making a statement about your brand and what differentiates it. You stand out, and so should your product. Just don’t get so caught up in gaming for attention that your presentation comes off as inconsistent with your brand. This is also an opportunity to make a literal statement about your brand. Think about the key distinguishing factor of your product line. Are you sustainable? Do you offer higher quality or better pricing? Do you pride yourself in ethical business practices? Whatever makes you stand out, this is a chance to make it clear to your consumer. Again, because these are quick impressions, keep the message concise and visible along with any other information you want to convey. It’s worth mentioning that consistency across your product line is important. Subtle variations between products are great for differentiating them, but they should be recognizable as part of the same line. Finally, with one last bit of advice that should carry over from your efforts [in e-commerce](https://www.koombea.com/services/ecommerce-development-solutions/ "in e-commerce"), do your best to keep it honest. If you’re looking for consumer loyalty and return business, it’s critical to build trust. Honesty in advertising does wonders. Make your in-store presence a powerful statement about who you are as a business. And make sure that it rings true. With all that in mind, happy hunting! Welcome to the world of retail. **Categories:** Strategy --- ### [Subjectivity in the Packaging Design Process.](https://www.smashbrand.com/articles/subjectivity-in-the-packaging-design-process/) **Published:** December 6, 2021 **Author:** Kevin Smith **Content:** Brand managers understand that packaging design is a crucial part of a product’s success. Even though they understand its importance, many companies take a dangerous path for brand decisions related to graphic design and product packaging. The conventional steps taken to develop CPG products allow for an enemy known as subjectivity to infiltrate the process, leading to lower conversions and fewer profits for the company. ## **What is Subjectivity?** It is understandably difficult to remain objective when involving yourself in the creative process. At some level, any associated person who contributed to a product’s design will let their personal interests find their way into the decision-making process. Subjectivity is when our ideas, beliefs, and opinions become involved in a project, leading us to include our emotions in what should be an objective decision. Agreeing with our subjective ideas may result in a satisfied ego, but it may also come at the cost of company profits. ## **Subjectivity Research in Marketing**. With the level of competitiveness continuously increasing across most markets, it is no surprise that brands are trying to eliminate as much of their own biases as possible. In the developmental stage of the process, brands look to the customer in how that product should perform, taste, or feel. Unfortunately, it is at this point where many brands stop depending on the customer’s needs, shifting to their own authoritative decision-making ability. ## **Is Subjectivity Killing Your Brand?** Start-ups can become suffocated by relying on their own ideas about the brand or leaving it up to an agency to make the final design decisions. All things equal, when fighting for the limited space on store shelves, smaller brands with the same packaging strategy may not have enough [brand differentiation](https://www.smashbrand.com/articles/is-brand-differentiation-possible-in-a-crowded-market/) to stand out against the larger household names. Conversely, a household brand with a significant market share may understand less than smaller, more agile challenger brands. These historic products experience death by a thousand cuts as their brand sales steadily decrease. Being closer to the customer gives the smaller brand a potential advantage in product formulation and messaging over companies with a long-held packaging formula. In either scenario, subjectivity may be what is holding the brand back from achieving the success they hope for. ## **The Cost of Poor Performing Packaging**. In order to fight the effects of a good design that fails to convert into purchases, brands will need to spend more money on product exposure. Shelf talkers, end caps, and demonstrations are positive marketing strategies. However, we should use these [marketing strategies](https://www.smashbrand.com/articles/8-brand-strategies-for-retail-and-online-growth/) to build upon success rather than to rescue a design that doesn’t resonate with the buyer. ### **Subjectivity in Art** Expressive forms of artistry may require subjectivity as a part of the developmental process. In music, a group of people in a recording studio feed off of each other’s energy about what sounds good and compliments the song’s other elements. In mainstream music today, subjectivity ends at the point of a song’s completion. Determining if a song will be successful requires an objective look which is best done through algorithms, data, and unbiased opinions. The decision made as to which songs go on the albums and radio are made with an objective understanding. ## **Traditional Steps For the Design Process**. Even without a strategy, brands choose one of the following three options when going through a visual design process. Experienced companies may employ multiple processes at the same time in hopes of a more complete answer as to which direction to go with their product packaging and brand image. ### **Looking To Your Team For an Opinion**. On the surface, it would appear that Red Gold had a decent look to their product design. Showcasing a more natural look and encompassing the history of the company attracted consumers through trust and perceived quality. Established over 75 years ago, we can appreciate that the Red Gold team would want to hold on to its company’s history through its [brand positioning](https://www.smashbrand.com/articles/the-basics-of-brand-positioning/).  Red Gold Tomatoes Before a Packaging Refresh While these are certainly important aspects of a company, they alone are not strong enough to compete in a data-driven world. Some of your internal team may be supporters of the product, but their opinions will be subjective to their own personal biases. Including your team in the design process is a good idea, but without buyer research, you’ll never be certain that your thinking is in line with the consumer. Those who fit the exact user profile should influence design decisions. In most cases, a graphic designer or internal decision-maker does not match this ideal customer profile. ### **The Hierarchy of Internal Decision Making**. In most organizations, those furthest from the customer, such as CEOs and CMOs, make the final decisions. This is yet another reason to seek methods of quantitative and qualitative research that involve individuals who do not have a financial association with the product. ### **Asking Your Customers What They Prefer**. Customers can be a fantastic resource for learning about your company and will have insights into your organization that you may not see. However, with marketing decisions such as product packaging, their ideas and opinions only hold so much weight and are usually biased. Like your internal team, the customer already has an emotional opinion about the organization and may offer subjective feedback based on their current feelings about the company. In survey responses, it is common for their feedback to be on both ends of the spectrum. Customers may either… 1. Respond based on what they believe you want to hear. 2. Respond based on the idea that you want them to pick the product apart. ### **Hiring an Agency For Unbiased Opinions**. Employing focus groups is a common method for larger brands to help influence their final decision. These groups should provide unbiased feedback that gives the brand everything they need to create packaging that sells. Specific to CPG, focus groups isolate individuals from all distractions so that they can make a confident decision about which design prototype they like best. The problem with this scenario is that customers do not shop in isolation and it is not a practical example of what happens in the real world. Shopping in a grocery store activates all 5 senses. These senses are either heightened or fatigued by the time they reach your product category. The only way to get an unbiased opinion is to position the products in a familiar environment to the consumer. ## **Incorporating Data Driven Purchase Intent**. Would you consider the “4-Hour Workweek” by [Tim Ferriss](https://tim.blog/) to be the best (or even appropriate) title for a book? Probably not, but the title was decided based upon potential customers deciding to buy a book with differing titles. While they tested what appeared to be a better name, it was “4-Hour Workweek” that won out above the rest. It would be interesting to find out if assumed the same testing process for his book cover as he did for the title. A hunch says that he did. Copywriters and online marketers understand the need for split testing in the real world. The golden era of direct marketing would spend hundreds of thousands of dollars testing different letters mailed to prospective customers. These marketers knew that testing actual buyers were crucial to their long-term success. This begs the question of why would CPG design be any different? Companies like Red Gold Tomatoes understand the need to take action on product packaging. Ensuring that a design not only looks great but performs optimally. ## **We Can Guaranteed Sales Increases**. Smash Brand uses a customer-first, data-driven methodology that can forecast and guarantee a brand will see a significant increase in its packaging design performance. We make a strong guarantee because our process integrates consumer testing and directed design, creating consistent and measurable packaging performance for rising and established CPG brands. More than data, it is putting the design into the real world for a factual and forecasted outcome. ***Red Gold doubled their sales of Tomato Love in the first 90 days and experienced a 148% increase in purchase intent.*** ### **What is Purchase Intent?** A decent marketer will enter the conversation that the customer is having in their mind. A high-level marketer interrupts the debate going on in the mind of the customer and gets them to focus exclusively on their product. Customer intent is when the buyer has reached the aisle in which your product category exists. Purchase intent is when the buyer takes an action towards your product. Smash Brand utilizes comprehensive testing to turn that intent into actual revenue, as experienced by Red Gold’s “Tomato Love” product.  Red Gold After Packaging Refresh Chat with us to find out if your brand will be the next company to see increased revenues through our proprietary packaging design refresh process. While you’re waiting, read the full [Red Gold Tomato Love Case Study](https://www.smashbrand.com/work/red-gold/) and find out the power of removing subjectivity in design thinking. **Categories:** Strategy --- ### [The Client's Guide to Printing Labels](https://www.smashbrand.com/articles/the-clients-guide-to-printing-labels/) **Published:** January 2, 2013 **Author:** Kevin Smith **Content:** Label printing is a laborious process where many errors can occur. Having owned and successfully exited brands, we have been on both sides of the label printing process. We have seen the good, the bad, and the ugly in terms of label printing. Sometimes these label mishaps are the fault of the company, whereas at other times it is the fault of the company printing your labels. In order to save you the headache that we and our clients (before working with us) have experienced, we created a complete guide to printing labels. ## **Understanding How Labels Are Made** Consider this situation. You’ve got your label design locked in with your design team, and now it’s time to go to print. They have probably mentioned things like spot color, CMYK or even had you look at a Pantone color swatch. Great! Now, all you have to do is communicate to your printer that you want a spot color or CMYK for your price quote. Wait, what? You don’t know what any of those terms mean. All you want is a label that looks good and performs well in a retail store… Label design requires a level of communication between the brand, design agency or graphic designer, and label printer, where we hear and understand all parties. Any disconnect in communication will lead to a label that isn’t worth adhering to your product. Don’t worry; no one will judge you for not knowing the difference between spot color and CMYK as this article covers both. But this isn’t all you need to know about label printing. There are other factors to consider which can put your packaging design, marketing campaign, and product lifespan in jeopardy. Let’s start this guide by teaching you the differences between the two color models. ## **Choosing Your Color Model** While you do not need to be an expert on label printing, you should have a general understanding about how color appears on a blank label. ### **What is CMYK?** CMYK stands for cyan, magenta, yellow and key (for our discussion, this means black). You already have a visual understanding of this acronym if you have an inkjet printer. We use these four colors in basic color photographic image reproductions. Printers commonly use CMYK in commercial [flexography printing](https://www.smashbrand.com/articles/flexography-vs-lithography-vs-digital-printing-a-primer-on-commercial-printing/). This process separates the design into layers with each label sheet having either C, M, Y, or K. Once stacked together, these layers create the finished product. This is important for features such as font outlines and trapping elements so they do not show any bleed. The colors are layered in tiny points in order to create the impression of a wide variety of colors. Like pointillism, where, for example, alternate dots of red and blue create the illusion of purple when viewed from a distance. When printing photographs or pictures with a multitude of colors, CMYK is the color model that a printer will probably use. ### **What Are Spot Colors?** Spot color is the use of pre-mixed colored inks in order to produce particular colors. Whereas with CMYK, you’re limited to the colors reproducible with the four inks, spot coloring doesn’t have this limitation since it’s mixed beforehand to match the color you need. It also means the color will be the same, regardless of where you get it printed. This method is used to create an accurate and easily reproducible color for all printing applications. ## **Spot Color *and* CMYK Combination** For designs that incorporate photographic or multi-colored images with a bold, single-color design or font, combining spot color and CMYK is also an option. This results in packaging that’s consistent with existing prints. We can also enhance CMYK processing by the use of one vivid spot color throughout the design. We do this often to keep the main brand color consistent. If one of the color elements in a photograph or multi-colored picture is fluorescent or metallic, a spot color plate is used to capture the proper coloration. OK, so maybe this stuff can sometimes get a little dry, but if you expect great printing results, knowing if you need spot color or CMYK is vital. Of course, if you’re still unsure about the subject, ask your design team (hopefully that’s us) what you need to understand for your project. If they don’t have the answer, maybe it is time to work with a design agency that is more familiar with the printing process. ## **Spot color or CMYK? Let’s Geek Out a Bit…** The decision to use spot color or CMYK depends upon the application. If the design going to print uses one or two bold colors, spot colors might be the best (and most affordable) option. With spot colors, the design colors will remain consistent through multiple printings, resulting in a crisp and bright visual effect. For single color printing, CMYK results in an approximation of the desired color, rather than an exact replication. Although CMYK can produce a large spectrum of colors, there are colors that CMYK is incapable of reproducing precisely. When printing full-color photographs, CMYK is the only workable option. CMYK uses six or eight color variations such as 6C Hexachrome or 8C Dark/Light. These add additional colors to the four color palette in order to produce sharper, more realistic color images. Spot coloring entire photographs is both practically and economically unrealistic. We can use CMYK for single color printing, but remember – it will be an approximation of the desired color, and might not match the original intended shade accurately. The CMYK process also has a blurry effect when used in a single blended color application, since we must apply the colors in four passes. This can lead to misregistration – a phenomenon that can cause the image to appear hazy. Spot color only requires one pass, which leaves a sharp and vivid result. If the project is enormous, such as a large poster, spot color inks may present better, more effective coverage than the CMYK process, which may cause discernible blurring. ## **Decide On Your Label Elements** Your label design isn’t complete until you have decided on the optional elements that make it stand out. With advanced printing technologies, we have packaging options than ever before. Not all are necessary, but the right ones can be the difference maker for on-shelf performance. ### **Foil Finish** One way a label can stand out is by becoming a shiny object. Foil embellishment is when a font has a reflective metallic look to specified image or font. Since CMYK cannot produce colors that have a metallic, iridescent or fluorescent effect, spot coloring is the only option for this element. ### **Raised Text** Raised text can be an effective way to grab attention once consumers enter the interest phase of the buyer’s journey. The feel of text may create greater brand recall, similar to how taking notes with a pencil does. We commonly find raised text in box packaging or products with a larger label size. ### **Transparency** Depending on what the consumer finds inside the package, your product may want to show off its goods. A transparent label works for categories such as water, salads, and candy. With new label printing innovations, you can combine transparency with other label design elements for a stand out look. Yucatan saw a 30% Increase in purchase intent with millennials in the USA and a 40% Increase in purchase intent with millennials in Canada ### **Extended Content** Peel back, hinge, and double sided labels give more room to communicate a message at less of a cost than adding a box to your product package. We can also use this type of label format for any legal documentation that you need to provide but don’t want to confuse with your sales message. ## **Choosing the Right Printer** Not every commercial printer is ready for your custom labels. Before deciding on who should print your project, you first need to understand the label options they have available and what type of quality they produce for those options. Here are a few steps to take before you choose your commercial printer. ### **Ask for Referrals** Gather a few references before you work with a label printer. These referrals will come at somewhat of a bias, since most label printers will not provide you with clients who had unsatisfactory experiences. Therefore, our questions need to be staged in a less common way. 1. How quickly and clearly did they communicate with you? 2. How would you rate their level of expertise in label & package design? 3. Who is not a good fit for their label printing services? You can then test these responses with the experience you have before the point of signing a purchase order. ### **Request Samples** Ask for a variety of custom label designs with unique features and elements after your first discussion with the company. Being able to see and feel the label material helps you better understand what the company can produce. It also helps you to understand the type of quality they produce. ### **Test Their Quality** Receiving generic label samples from a company does not mean that your label will come out the same way. Before signing off on the label agreement, request a sample of your label design. Yes, this may cost more money, but it is worth the security of knowing that your labels will come as expected. Receiving a sample of your label also helps to ensure that your design looks the same on your computer as it does in real life. This is especially true when using CMYK, as it will not result in what you see on your screen. Most monitors display colors using RGB (red, green, blue) colors. I don’t want to get technical, but monitors create colors differently using an RGB (red, green, blue) color scheme. What you see is not necessarily what you’ll get. ## **Label Storage** The pricing of labels goes down significantly when you increase the quantity. Many brands determine the quantity of labels based upon their confidence rate and life cycle of the design, but there is another factor to consider. Like most consumer packaged goods, labels have a lifespan which is affected by label storage. Deciding where and how to store your labels both on and off the packaging, we should consider this before printing labels. ## **Work With a Package Design Agency** One way to mitigate the many issues that arise when going from design to print is working with a package design firm. SmashBrand is heavily involved in the packaging process, making sure there is not a disconnect from the rendering of your product label design and the printed label. Having worked on thousands of product labels, an agency can move more swiftly through the label design process. A CPG design agency will work with your commercial package and label printer and make sure we prepare them for your custom label project. A qualified design firm will bridge the gap of communication between brand and printer. ## **The SmashBrand Methodology** SmashBrand helps brands build products for peak on-shelf performance. Our package design process ensures your product grabs attention, resonates with the consumer, and brings them to the register. ## Data-Driven Brand Development Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Marketing Strategy: What You Can Learn from These 4 Brands.](https://www.smashbrand.com/articles/marketing-strategy-what-you-can-learn-from-these-4-brands/) **Published:** December 3, 2013 **Author:** Kevin Smith **Content:** There are plenty of marketing campaign templates and examples to draw from, all of which share the same overarching goal: To get people to recognize their brand, follow their mission and buy their products. Many of them have been successful in those goals. Since there’s no rule saying you can’t use someone else’s marketing model or business template, learning from these strategies can be an extremely effective way to develop your campaigns and build your business’s reputation, large or small. Let’s look at a few of these particularly successful campaigns and see what we can learn from their strategies. Keep in mind we want to learn from their example, while not simply plagiarizing their actions. We need to learn how to bring what they did into our own situation and adjust the strategy to fit our own needs. Here are a few good templates to start with: ## 1. [Coca-Cola Sharing Can](http://www.theguardian.com/media-network/media-network-blog/2013/jul/24/share-coke-teach-brands) The Coca-Cola sharing campaign that appealed to the personal side of consumers and use the “#shareacoke” hashtag to encourage users to promote the brand online, was an incredible success. The results were astounding, increasing young adult consumption (the target demographic) by 7 percent, while also building social media engagement. What made this campaign so successful is that Coke was able to appeal to users and get them to share something that’s personal to them, even if that something is just a drink that everyone knows about. By combining that personal touch with user-generated content, Coke’s successful campaign can easily be modeled by focusing on these two areas: - **Personal and Relational Appeal** - **User-Generated Content** ## 2. [The Whopper Sacrifice](https://archive.nytimes.com/bits.blogs.nytimes.com/2009/01/15/whopper-sacrifice-de-friended-on-facebook/?_r=0) In one of the more unique [CPG marketing campaigns](https://www.smashbrand.com/articles/marketing-strategy-what-you-can-learn-from-these-4-brands/) in recent memory, the Whopper Sacrifice by Burger King was basically a Facebook application that offered a free Whopper coupon to anyone who deleted 10 friends from their Facebook account. The result? Nearly 234,000 people were unfriended for over 23,000 free Whopper coupons. If your aim is to get people to your store, there’s no question that this was an effective campaign for doing so. It is, of course, assumed that those who cashed in the free coupon spent money on drinks and fries while they were there. ## 3. [True Blood: Revelation](http://blog.hubspot.com/blog/tabid/6307/bid/34027/The-Top-10-Most-Remarkable-Marketing-Campaigns-EVER-Slideshow.aspx) By deploying a website selling a blood orange (yes, that’s a real type of fruit!) drink that enabled vampires to live among humans, “leaking” vampire videos and political posters supporting equal rights for vampires in major metro areas, HBO built a high amount of anticipation and intrigue about the new series without even mentioning the show. The trick seemed to be that they could identify a niche audience and provide them with mystery and intrigue that eventually culminated in their TV show. ## 4. [Elf Yourself](http://blog.hubspot.com/blog/tabid/6307/bid/34027/The-Top-10-Most-Remarkable-Marketing-Campaigns-EVER-Slideshow.aspx) The Office Max Elf Yourself campaign was one of the first and was wildly successful in 2006. The basic idea was to allow people to upload pictures of themselves to be depicted as a dancing elf in a holiday-themed ecard. Six billion shares later, the campaign has become an enduring tradition and a [viral video](https://growthfolks.io/video-marketing/brand-video-production/) success. The takeaway is creating something that can become a tradition and allow your audience members to star in whatever marketing medium you’re utilizing. ## The Takeaways By studying these campaigns, we can glean tactics and underlying takeaways that we can apply to our businesses and use to develop our marketing campaigns and build brand loyalty. Just because the companies who develop them are larger corporations doesn’t mean that the same concepts can’t be used in a smaller scope. If you study these successful marketing ventures and find something you think could translate to your situation, don’t let the high profile of the original authors intimidate you. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. ## The Only Agency To Guarantee A Retail Performance Lift. [](https://www.smashbrand.com/contact-us/) *\*Today’s guest blogger is Camille McClane, who is honored to have had the opportunity to share her knowledge on how businesses can use these unique campaigns as examples to enhance their brand, gain more loyal customers and increase revenue.* **Categories:** Design, More --- ### [Your QR Codes On Packaging Are Making Us QQ.](https://www.smashbrand.com/articles/your-qr-codes-on-packaging-are-making-us-qq/) **Published:** April 30, 2013 **Author:** Kevin Smith **Content:** We’ve learned to accept the fact that we are now living in a Blade Runner-like reality, where automatons masquerade as humans and mobile apps are being designed to destroy our free will and transform us into playthings for our digital overlords. Or maybe we’re just being paranoid. Anyway, some certain futuristic services and devices are becoming overdone, and the one we’re going to discuss today is the quick response (QR) code. QR Codes are the markers that manufacturers want displayed on their packaging so that people with the appropriate mobile phone applications can scan them and be routed to whatever website explaining the product’s finer details. QR codes can also be used for hip and ironic tattoos that will be considered incredibly original for about 15 minutes. Our problem with QR codes is that they can be thoroughly ugly. When you take a sleek and well-designed package and slap a QR code on it arbitrarily, it’s like taking a beautiful and elegant woman and putting her into a pair of sweatpants that say “Juicy” on the back. In other words, it seriously cheapens the product. Fortunately, QR codes do not all have to be identical. There is quite a bit of design wiggle room for incorporating a [QR code](https://www.adobe.com/express/feature/image/qr-code-generator) into the package concept. Allow us to explain further, would you? **Designer QR Codes** Yes, QR codes are working their way into galleries and exhibits. While barcodes can only incorporate a finite amount of information within its framework, QR codes can contain massive amounts of alphanumeric data and have a limitless number of design options. Color, for example. Excitingly, [QR codes can be designed](https://scanova.io/blog/how-to-design-a-qr-code/) in colors other than black! Also, imagery can actually be incorporated into the codes, up to a point. In an ideal world, the imagery will be designed along with the coding itself, but it’s possible to lay design concepts throughout already established code if you follow a few basic rules: - Remember to scan after every design addition to ensure that you can correct or eliminate any problems that may develop if the code readability is compromised. - Do not tamper with the border. The data must be kept separate from the image if the code is to scan properly. Step away from the border. - Keep any imaging within the three corner squares. They are extremely important for reasons we’re sure you wouldn’t understand (we’re sure because we don’t fully understand, either. Kidding! We’re geniuses). - Did you know that QR codes can be hand-drawn and still work? Some zealots have made functioning QR code crop circles. Not really a rule, we just thought it was cool. **QR Codes and Internet Marketing** Internet marketing is the only type of marketing that matters anymore. If you want to promote your business, having a [QR code on your product](https://www.uniqode.com/qr-code-generator) is certainly a step in the right direction. Of course, QR codes aren’t limited to the products themselves; they can be fashioned onto practically any advertising material: brochures, business cards, signage; the list goes on. Frankly, you’d be an idiot not to have your QR code imbedded on everything, up to and including your dental work. Having aesthetically pleasing and/or interesting QR codes boosts your cache even higher. While we’re certainly proponents of [keeping designs simple and unaffected](https://www.smashbrand.com/articles/k-i-s-s-web-design-why-simple-choices-are-better/), we’re okay with taking a few liberties with QR codes, so long as they don’t wind up completely overwhelming the design of your product. We’ve seen QR codes made of M&Ms, with weird gradients and seizure-inducing textures. The point is: you want your QR code to entice people to scan it. So, what have we learned today? We learned that the digital machines are coming for us in the near future. We learned that QR codes are the wave of the present and the future, and that only a fool would attempt to ignore that fact. We learned that QR codes can be manipulated into looking like works of art. Finally, we learned that in Internet marketing, you need to use every weapon in your arsenal to crush your feeble competitors, even if it means paying some fool to press your QR code into some unsuspecting farmer’s crops. If you are just starting your CPG brand, consider using a [QR code generator](https://www.uniqode.com/qr-code-generator) and test it for in-store marketing, in-store advertising, and other ways you promote your brand. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Branding vs. Marketing: What’s the Difference?](https://www.smashbrand.com/articles/branding-vs-marketing-whats-the-difference/) **Published:** May 26, 2021 **Author:** Michael Keplinger **Content:** Working through your [brand strategy](https://www.smashbrand.com/strategy/) inevitably raises the question of whether we should invest in branding or more tactical conversion-driven forms of marketing. Building a brand identity while seeing a return on investment can be confusing and overwhelming. This article resolves the branding vs. marketing debate, helping CEOs, marketers, and content strategists align and work towards achieving the same goal; a profitable brand that scales for years to come. Many terms and acronyms get thrown around, and keeping them all straight is hard. On the one hand, branding and marketing are on opposing sides of the table. Other times, branding and marketing are coupled together into a single conversation. So which is it? We will discuss the differences between branding and marketing and where they intersect. We will help you understand how to apply branding within a marketing strategy for better [brand positioning](https://www.smashbrand.com/articles/the-basics-of-brand-positioning/) and [storytelling.](https://www.smashbrand.com/articles/make-your-brand-storytelling-work/) Ready to learn the truth about branding versus marketing? Let’s get started by looking at what goes into a branding strategy. ## Branding Is *Who* You Are Branding is the creation of the identity, positioning, and reputation of your company, service, or product. Branding is who or what you are. Whether encapsulated in a logo like [Starbucks](https://www.starbucks.com/?utm_id=go_cmp-8182317723_adg-84158829829_ad-434089923971_kwd-12631311_dev-c_ext-_prd-_mca-_sig-Cj0KCQjw4cOEBhDMARIsAA3XDRg8F6JhTmMVJ-gfrifof7cmchq6FdkfzKJ6wSf0EbexSQW_f1BASqAaAv7jEALw_wcB&utm_source=google&utm_term=starbucks&utm_campaign=BR-Brand-HighVolume-Desktop-Exact&utm_medium=cpc&utm_matchtype=e&gclid=Cj0KCQjw4cOEBhDMARIsAA3XDRg8F6JhTmMVJ-gfrifof7cmchq6FdkfzKJ6wSf0EbexSQW_f1BASqAaAv7jEALw_wcB), a sign like [McDonald’s](https://www.mcdonalds.com/us/en-us.html) golden arch, a website like [Amazon](https://www.amazon.com/), a jingle like [Oscar Mayer](https://www.kraftheinzcompany.com/), or a name like [True Value Hardware](https://www.truevalue.com/). Branding captures the emotions, beliefs, values, and desires your product evokes. It’s the personality of your product or service, and ultimately, branding keeps your customers loyal year after year. [Kevin Smith describes branding as “part art, part science” and sums it up in one word, aesthetic.](https://www.smashbrand.com/articles/a-simplified-primer-to-defining-a-brand-what-is-branding/) It’s what a product says when it’s not speaking. Think [Coca-Cola](https://www.coca-colacompany.com/home) or [Marlboro](https://gtc.marlboro.com/marlboro/Security/login?Jwt=MPwQpH+9fgTCDOjzNAnVwIUY6nEs1n61Ok7oEbRjEti7g2yUXD12gPok1IJOBCY1gC0ubF9mkIqbfh8BWj9ATJzNSow4Llcpg0DNTDD9zS+hFy1hilgZ5GRoKyCaPOOLPmRke+P+kjlsTVcj79XV+IGITWDqY6vLFtNDezR09tbOl5PJsDiVcCXzYrBnu7Tki7dBFkfeDQGO2a+UqvOVMxwEx4/H0y+VqhvB8utxS+L3aYu7awu60vUDkiWWxvIdTNPp+TBBdDxT1+FrZQG6O98xemyvuQjg+9oMTlGT7BYLwj0AinMfVZtqkA8no12SNpbW/4FpwiNK03s0h9tWfzE+PU6SVyimthZwSSGw9GJQvG9Anhu5oi2ZuapLOmoS) Man. These companies experience an ever-flowing form of brand awareness, taking place subliminally in the minds of the consumer. ## Marketing Is *How* You Promote Your Products Marketing is the action of promoting your products, services, or company. Marketing includes advertising, public relations, and market research. Think of marketing as the actions you take to convince customers to buy your product or service. We can engage in marketing by emailing, buying advertisements, or creating a Pay-Per-Click campaign. This can be accomplished through an in-house team, agency with experts, or companies offering [white label marketing solutions](https://www.mavlers.com/blog/white-labeling-offshore-digital-marketing/). If branding is what a product says when it’s not speaking, marketing is what it says when it is speaking. If branding is what a product says when it’s *not* speaking, marketing is what it says when it *is* speaking. Here are some more ways to differentiate marketing from branding: - Marketing is the short term. Branding is the long term. - Marketing is an advertisement or a call to action. Branding is becoming timeless, like [Google](https://google.com/) or [Levi’s](https://www.levi.com/US/en_US/) jeans. - Marketing is the micro. Branding is the macro. - Marketing drives sales. Branding builds loyalty. - Marketing gets customers’ attention. Branding keeps customers’ attention. - Branding comes first but takes longer to cultivate. Marketing comes second but gives immediate results. - Marketing changes all the time. Branding is indefinite. - Marketing catches customers’ attention quickly. Branding builds long-lasting relationships. Marketing strategies approach a target market with an interesting message that results in consumers taking action. Whether through an advertising campaign, in-store promotion, or internal outreach. ## Marketing Drives Brand Loyalty Customers like consistency, and if they like your product or service, they expect the quality to be the same or better than the last time. Brand consistency is a critical factor that builds customer trust and increases ROI. Inconsistent branding creates confusion and undermines your brand’s status. Consistency is important because it takes five to seven brand impressions before a customer remembers a brand. And it’s that memory that drives brand identity. If your marketing effort gets people to engage with your products or services short term, branding keeps them loyal year after year. And while both are important and interact with one another, brand loyalty is what marketers try to achieve in the long run. ## *Where Branding & Marketing Intersect* *If branding is the yin, then marketing is the yang. Rather than thinking of it as marketing vs. branding, where each opposes one another at particular times. Branding and marketing create a flow, keeping the existing customer interested for the reason you want them to.* *Your marketing and branding strategies drive potential customers to make purchases. The most effective marketing strategy will perform significantly better when the consumer experiences brand recall due to a previously developed branding strategy.* *If it wasn’t for Apple’s previous branding effort, the iPad might not have been able to capture the market.* ## Brand Loyalty Can Make Your Product Timeless [Brand loyalty](https://www.investopedia.com/terms/b/brand-loyalty.asp) is the positive association customers have with your product. Despite efforts from your brand’s competitors to lure your customers away with lower prices or more convenience, brand loyalty brings them back repeatedly without even comparing prices. Starbucks, for example, has brand loyalty that makes people seek them out, regardless of where they are. Customers can rely on Starbucks to duplicate their emotional experience and provide comfort and consistency, even far away from home. Customers know they’re getting a good cup of coffee and similar service wherever they are, and the premium pricing of their latte is irrelevant. Starbucks’ brand identity is its logo, name, and reputation, whereas its social media posts are its marketing efforts. Consistent marketing has helped them create brand loyalty to where they are seemingly unbeatable in the broad coffee category. Their consistent signage attracts more sales than any of their marketing efforts. And that’s what a stellar branding campaign can do: It makes your brand timeless. Starbucks has no loyal customers because it is the most likable coffee company. If you were to survey their patrons, only a tiny percentage would suggest customer experience is the principal reason. If this were the case, most revenues wouldn’t come through the drive-thru. Starbucks earns its customer loyalty through brand recognition. The frequency of branding and expectation of a consistent product drives growth for this corporate brand. ## Brand Storytelling Can Relay Authenticity, Truth, and Emotion [Brand storytelling](https://www.smashbrand.com/articles/make-your-brand-storytelling-work/) is a way to connect with your audience and build timelessness. With brand storytelling, the more personable, authentic, and honest your message is, the more effective it will be. Your marketing efforts can reflect brand storytelling in these ways: - Create a brand voice by telling authentic stories. - Relay company values to enhance your [brand equity](https://www.smashbrand.com/articles/brand-equity/). - Keep brand messaging simple to ensure it resonates. - Appeal to customers’ emotions across all brand engagements. - Share success stories and failures to develop brand trust. “Your brand story is more than what you tell people,” says [Deborah Shane in Small Business Trends](https://smallbiztrends.com/2023/10/what-is-brand-storytelling.html#google_vignette). “It is what they believe about you based on all the signals your brand sends out.” ## Brand Positioning Sets You Apart That brings us to your company’s overall perception or reputation— [brand positioning](https://www.smashbrand.com/articles/the-basics-of-brand-positioning/). Your brand positioning sets you apart from your competitors and is essential for a successful brand identity over time, no matter how good your products or services are. Brand positioning is how your audience perceives you and what you stand for. For example, when you see the [Apple](https://www.apple.com/) logo, you might think of innovative technology and sleek designs. Maybe you’re likely to buy, but the long-lasting relationship that customers build with Apple over time has made the company successful. And that’s brand positioning. For better or worse, your internal team can affect your brand positioning. High turnover and employee dissatisfaction can take their toll on your branding efforts. The opposite is true, too. Think of employees who work at Chick-fil-A, for example. Their reputation for having high employee satisfaction and being “employee first” places to work saturates their brand image. ## Branding and Marketing Strategies Work Together A well-defined [brand strategy](https://www.smashbrand.com/strategy/) will help your company create long-term growth and revenue, not only because of customers but also because of your internal communications. It will: - Define the value your product or service provides to new and existing customers. - Create a consistent message that you can leverage in your marketing campaign. - Enhance consumer trust and loyalty, helping to build a strong brand identity. - Align your company’s departments for better internal communications. - Establish guidelines for better internal decision-making, budget planning, and time management - Identify opportunities and prioritize initiatives - Optimize time and financial investments On the other hand, your marketing strategy will function as your brand strategy. It will outline specific tactics to communicate your key brand message to your target audience in ways such as: - Content Strategy - Digital Marketing - Campaigns - Social media - Advertising - Public Relations - Influencers No matter what methods you’re using in your marketing strategy, our brand development services can help you fine-tune and grow your brand identity. ## Want a Best Selling Brand? SmashBrand is a brand management, consumer testing, & packaging design agency. We collectively help FMCG and CPG brands build a marketing strategy that outperforms the competition. From effective branding to purchase intent testing, we can ensure your brand enters and wins in existing and new markets. **Categories:** Strategy --- ### [Is Your Packaging Design So Good It Saves Lives?](https://www.smashbrand.com/articles/is-your-packaging-design-so-good-it-saves-lives/) **Published:** December 20, 2013 **Author:** Kevin Smith **Content:** Packaging design firms are not typically thought of as critically important, life-saving institutions – we design packages for the purpose of protecting and cleverly displaying styling gels, chai tea, and energy drinks, for heaven’s sake. Sometimes, packages are designed even for things that don’t need to be packaged, like our favorite target we like to poke at, the banana. However, a package design firm occasionally comes up with an idea that makes a huge social difference. This must be recognized in equal (or greater) measure than the ability to create an airtight and hip vessel for kale chips. ## The Importance of Packaging Enter, Pi Global. The packaging design firm developed a distribution method for an anti-diarrheal kit to be distributed to Sub-Saharan African villages. In early 2013, the DuPont Corporation gave the design firm a hearty round of applause for its design by awarding it the DuPont Award for Packaging. The package, called the AidPod, was not just used for transport though – it was part of the product by serving as a single-dose medication vial. No waste, used as the product, and cheap – all pretty brilliant, if you ask us. The packaging concept was sponsored by ColaLife, an organization that, via the CocaCola distribution network, transports medicine and supplies to underdeveloped regions. The vial can be transported in pallets between CocaCola bottles. The design was so innovative that, in addition to being given the prestigious DuPont Award, was lauded by the U.S. Senate Foreign Relations Subcommittee on African Affairs. Another packaging coup was developed not by a packaging design firm, \[gasp!\] but by a physician and an engineer. We Care Solar is a firm that delivers solar energy briefcases to remote regions whose medical facilities need a stable energy source. The briefcases are self-contained solar energy units that can power medical equipment and provide a source of light for surgeries and examinations. The briefcases were developed by accident; they were meant to be display cases for a large solar energy installation plan. However, the medical directors and doctors in the underfunded village hospitals recognized that the briefcases themselves were highly valuable, since they were fully functional and could be transported and set up easily. Although we’d love to give a packaging design firm the credit for this, it was the brainchild of two people with real jobs. (Ha! Kidding! Our jobs are certainly *not* imaginary.) One of the reasons packaging design is so rich and rewarding is because it allows us to have fun with product packaging concepts, flex our artistic muscles and occasionally make a substantial difference. ## Packaging and Product – an Unequal Marriage Medication is a product that seems as though it would be a stand-alone type of item, but a package that allows it to be stored, transported and administered quickly and accurately like the AidPod can make it even more beneficial. Packaging is the night that allows the star to shine. The greatest shampoo, soap, detergent, antifreeze or steel-cut oats can be made to seem positively second-rate if they are sold in poorly developed packaging. If we can’t get something out of the bottle or need extraneous tools to help us use something, we tend to become annoyed, and we sometimes violently throw the product across the room. There are different categories of product packaging. There is the obvious product protecting function, but certain products simply cannot be used efficiently or effectively without some form of packaging, and it’s the packaging that can either enhance or diminish the product experience. Toothpaste, for example, is a product that would be really difficult to cope with without clever or merely serviceable packaging. Anything in liquid form needs a substantial and well-developed package. Imagine lighter fluid packaged in a jar. There would be oh, so many news stories. Packaging design is much more than just putting items in a box — packaging can be an integral part of a life-saving medication delivery system. What else can it do that we in the packaging design industry have yet to think of? There’s a world of opportunity, and frankly, our industry has only begun exploring what all is possible. We like to think that’s we’re doing our part in pushing those boundaries with our own designs, helping clients achieve their own revolutionary changes with increased sales. But, we have our eye out for the next AidPod idea. If you think of something that could help mankind, [let us know and let’s see what we can achieve together](https://www.smashbrand.com/contact-us/). ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development company](https://www.smashbrand.com/development/) for FMCG and CPG brands. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Where’s the Line between Creative and Kitschy.](https://www.smashbrand.com/articles/wheres-the-line-between-creative-and-kitschy/) **Published:** April 11, 2014 **Author:** Kevin Smith **Content:** Johnny Cash made the expression to “walk the line” one of our most popular shared cultural references. As crucial as finding balance is, it’s as difficult to achieve in packaging design as in our daily lives. But the Man in Black had a point: straying too far in one direction or the other can have disastrous consequences. While kitsch can be a way into mass appeal, especially in a culture ruled by hipsters who cherish anything a sane person might deem low-brow or outdated, the line between being genuinely creative and insufferably kitschy is as sharp as a razor. If we assume that the simplest approach is right, then keeping it simple may not be so stupid. When creative packaging design is the goal, sometimes going big is the answer. But how do you know when you’ve got just enough before you cross the line to too much? Let’s look at how creativity in packaging design can be attention-grabbing without crossing the line into off-putting. ## Finger-Licking Good? The first culprit in our lineup of line-crossing offenders is this [ham-fisted attempt at creative packaging design](https://mir-s3-cdn-cf.behance.net/project_modules/disp/5f996643888673.56075e1a919a0.jpg). This package for pork sausages takes the brand’s “hand-reared pork” slogan a little too literally. For a processed meat product generally comprised of the leftover bits of a pig’s anatomy, once the good stuff is butchered for chops, loins, and bacon, is it wise to bring fingers into the picture? Pigs don’t have fingers, but this example of creative packaging design on steroids is enough to make you want to bring up your lunch. While we applaud the designer’s efforts to think outside the box, we’d sooner buy this product were it packaged in unmarked cardboard rather than this digit-ally enhanced container. ## Fruit, Yet Not Fruit While the above example engages our taste buds in an off-putting way, on the other side of the line is [this example of fruit juice packages](https://1stwebdesigner.com/wp-content/uploads/2011/03/fukasawa-brilliant-packaging-design-fruit-boxes319.jpg) that incorporate the fruits themselves to make the contents seem mouthwatering. It would be difficult to resist the temptation to pop the straw and dig into these gorgeously packaged banana, strawberry, and coconut juices. The designer created a functional container that is as visually appealing as it is simple, proving that the line can be successfully navigated without perpetrating a gastronomical misdemeanor that may drive away more customers than it entices. ## Help without Crossing the Line We love this packaging designer’s fun creating interesting, informative, and eye-catching cases for various generic over-the-counter medications. By designing a series of packages for pills for various ailments, the designer has simultaneously created a collectable series of medicine boxes. Getting straight to the point with clear taglines like “help, I have an aching body” so buyers can avoid the complicated verbiage that often makes up medication labels, these nifty little containers are so cute it’s easy to convince consumers to pick up a couple extras just in case. They’re just kitschy enough to be appealing in a cute way without crossing the line or going too far. It’s a clever way to integrate smart, simple, clean lines into a creative packaging design while enticing consumers to collect multiple product iterations. And finally, to prove the point that it’s possible to integrate the human anatomy into food packaging without creating a stomach-turning result like the finger fiasco above, we have our final entry into our exploration of the fine line between creativity and kitsch: this eye-catching, funny, and aspirational packaging for high-protein sandwich bread. This designer found a cheeky and interesting way to link the product’s intended purpose (helping consumers grow muscles by eating high-protein ingredients) into its packaging. Silly? Yes. Clever? Definitely. And the best part is that it’s not even about the bread — it was a marketing effort to get people into a chain of fitness studios! It’s a fine line, as we’ve seen, but the only gastronomical impulse this packaging elicits is a belly laugh… not a vomit reflex. We give it flying colors on the creativity index. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development company](https://www.smashbrand.com/development/) for FMCG and CPG brands. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [The story behind Patrón's Packaging design.](https://www.smashbrand.com/articles/the-story-behind-patron-packaging-design/) **Published:** March 13, 2014 **Author:** Kevin Smith **Content:** Consumers are all about looks when choosing which food and beverages to buy. This fact is evidenced by the unbridled success of the recurrent Carl’s Jr. ad campaign featuring Kate Upton, Heidi Klum, and other stars seductively chomping on a cheeseburger. Like Carl (or would it be Carl Jr.?), tequila maker Patrón also understands that aesthetics are king. The deliberate and meticulous focus on packaging design gives its product perpetual superiority regarding popularity points in the tequila world. ## It’s Not What’s Inside that Counts If you’ve ventured into a liquor store lately, you’re well aware of the overwhelming number of tequila options on the market. No, seriously. There are scores of them. While some tequila aficionados approach their booze shopping conscientiously, focusing on how high the tequila ranked when tested by a third-party organization, most consumers take a much more superficial approach to picking their poison. Some extremely insightful questions shoppers ask when choosing which tequila goes in the shopping cart include: How sexy is the bottle? Do I feel cool buying this tequila? How will it look sitting on my bar at home? Will my guests be impressed with the brand I’m serving? We’re talking deep, philosophical stuff here. ## Why Are Patrón Bottles So Special? Patrón Tequila has a big following; some say it’s due to its great-tasting, quality tequila. Still, the company’s packaging truly elevated the brand to being considered one of the most sophisticated, luxurious brands on the market. The Patrón bottle was created with sexy shelf appeal and evokes a sense of timeless class and refinement. This thoughtful design, mixed with good marketing over the years, has established Patrón as the tequila you want to be seen ordering at the bar. Each bottle is one-of-a-kind and hand-crafted. Experienced glass artisans personally create every bottle using traditional glass-blowing techniques. The borderline obsessive attention to detail doesn’t stop there. A human, not a machine, applies the labels, and the signature green ribbon is tied by hand. The bottle then goes through a rigorous, 14-step inspection process to ensure perfection and beauty. If all this didn’t make the bottle distinctive and unique enough, each bottle is also individually numbered, just like, well…art. Machine-based mass production is not the Patrón way, and the company’s dedication to making its packaging unique has paid off via massive brand recognition. ## Thinking Outside the Bottle Patrón’s packaging is a great example of how your product doesn’t have to end with your drink/gadget/whatever. The packaging can be a tool for increasing brand awareness, and if done right, it can even advertise your product long after. From soap dispensers to citronella torches to betta fish abodes, Patrón bottles everywhere are being spared from trash and recycling bins and given new life as a part of people’s homes. In a recent nationwide contest, Patrón encouraged bottle enthusiasts to take a shot (get it?) at a $10,000 prize by developing creative, new ideas for using the empty bottles. But they’re not the only ones. We’ve all seen transport boxes that turn into display cases — that’s old news by now. What about wine packaging that can [double as a wine rack](https://www.smashbrand.com/articles/one-mans-trash-is-another-mans-wine-rack/) or a book’s wrapping that can [double as a flower pot](https://www.psfk.com/2014/02/flower-pot-books-packaging.html)? Packaging is something you must have to transport your goods, so why not make it a part of your brand and your product itself? Smart package design not only bolsters sales but it can also create a sense of endearment and an emotional attachment for customers. Ask any woman who has received something from Tiffany & Co. if she still has her little blue box. The tale of Patrón’s bottle and its journey to undying idolization among consumers is one to note if your business sells anything that sits on a shelf hoping to be purchased. Packaging design’s role in a product’s popularity and success is arguably as important (if not more) than the quality of the product itself. Although Patrón backs its fabulous bottle with a class-act tequila, it’s possible they’d enjoy nearly the same level of success selling tap water if it were packaged as impressively. Now there’s a market worth tapping. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development company](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [SmashBrand's Guide to Strategic Product Repositioning.](https://www.smashbrand.com/articles/product-repositioning/) **Published:** October 30, 2023 **Author:** Jason Vaught **Content:** Product repositioning can be a high-stakes game. With [80% of new products failing](https://kaizen.com/insights/article-why-do-80-of-new-product-launches-fail-uk/) to meet sales targets after launch, even the most established brands lose ground if they miscalculate their [product positioning strategy](https://www.smashbrand.com/articles/product-positioning-strategy/). Still, many overlook the risks, assuming past brand success guarantees future performance. That assumption could be costly in today’s fast-evolving and short consumer attention market. Misaligned product marketing and a poorly executed [repositioning strategy](https://www.smashbrand.com/articles/brand-repositioning-strategy/) can alienate your target market, leading to declining sales and irreparable brand damage. The question isn’t whether you need to adapt but how you can do it without losing what made your brand valuable in the first place. This article provides a detailed guide on strategic product repositioning, revealing the hidden risks and critical insights to avoid costly mistakes. Don’t let your next move be the one that costs you everything. Read on! ## What is Product Repositioning? Successful Product repositioning is a strategic move to shape how consumers perceive a product line. It involves tweaking various aspects to attract a new target market. For example, Zing Zang reinvigorated its brand presence, boosting taste appeal and premium perception while retaining its legacy appeal. The new design drove a 7-point increase in purchase intent, helping Zing Zang capture market share from major competitors and positioning it for portfolio-wide growth. Such product repositioning examples show how brands can adapt their marketing strategy to stay relevant. Repositioning a product requires thorough [market research](https://www.smashbrand.com/articles/brand-positioning-research/) and consumer testing. Companies must identify opportunities for tangible repositioning that match consumer needs to enhance their brand repositioning strategy. ## Product Line Repositioning vs. Brand Repositioning [Brand repositioning](https://www.smashbrand.com/articles/brand-repositioning/) and product line repositioning differ primarily in scope and focus. Brand repositioning involves changing consumers’ overall brand perception. This can include altering the brand’s values, personality, or target audience to enhance brand equity and align with market demands. The goal is to create a new brand positioning that resonates better with consumers. In contrast, product line repositioning focuses on a particular product within a brand’s portfolio. This may involve modifying product features, targeting a different market segment, or adjusting messaging without changing the brand identity. Understanding the distinction between [rebranding and repositioning](https://www.smashbrand.com/articles/rebranding-vs-repositioning/) is crucial for an effective marketing strategy, ensuring that both approaches effectively meet consumer needs. ## Product Rebranding vs Product Repositioning **Aspect** **Product Rebranding** **Product Repositioning** **Definition** Changing a product’s visual identity (name, logo, packaging) to refresh or modernize its appearance. Shifting the product’s market position by changing its value proposition or target audience. **Focus** External elements: name, logo, packaging, or messaging. Strategic elements: target audience, perceived benefits, product use, features, etc. **Objective** Modernize the product’s image, address negative perceptions, or appeal to a new demographic. Change how the product is understood in the market to stay competitive or enter new segments. **Example** Ronzoni Pasta rebranded its packaging and brand strategy, resulting in over 90% purchase consideration among consumers. Hälsa introduced the new Zero Sugar oat milk yogurt, which has only 90 calories per serving and can be used as a base for making healthy probiotic smoothies, dips, sauces, salad dressings, and many other plant-based recipes at home. ## The Risk of a Reposition Gone Wrong Product repositioning can be an excellent tool for maximizing brand equity and market share. But it comes with risks. A failed repositioning strategy will ultimately alienate the current brand positioning, resulting in declining sales performance and reduced equity. These are some significant risks associated with a failed repositioning process. - **Misalignment with Current Brand Positioning**: If a brand attempts to drastically shift its identity, it risks losing its existing customer base, which may feel disconnected from the new image. - **Negative Customer Perception:** If the repositioned product line or brand image fails to meet consumer demand, it could lead to backlash from consumers and the media. - **Increased Competition and Market Saturation:** As brands reposition their products, they often enter crowded markets with fierce competition. The change can dilute their unique selling propositions and make it challenging to establish a distinct brand position in consumers’ minds. - **Resource Allocation and Financial Risks:** Repositioning a product often requires substantial investment in marketing, research, and development of new products. If these new products do not perform well, the financial repercussions can be severe, leading to budget cuts in other areas or even layoffs. ### Example of Failed Repositioning Attempt [Tropicana](https://www.smashbrand.com/articles/tropicana-rebrand/) attempted a major repositioning by redesigning its packaging, removing the iconic orange and straw image in favor of a more generic look. This $35 million initiative backfired spectacularly, leading to a 20% drop in sales within two months as consumers struggled to recognize the product on shelves. The new design failed to resonate emotionally, losing loyal customers who associated the original packaging with quality and freshness. Ultimately, Tropicana reverted to its classic design, highlighting the critical importance of understanding consumer attachment to brand identity and the risks of drastic changes in positioning. ## Benefits Of Repositioning A Product The Right Way Repositioning a product correctly offers several benefits, including access to a new market and attracting potential customers. Successful brand repositioning involves crafting a clear positioning statement that aligns with consumer needs and preferences. These are some of the main benefits of an impactful product repositioning process: - **Access to New Markets:** Opens opportunities to target different demographics or geographic areas. - **Increased Product Trial:** Repositioning refreshes the brand’s appeal, drawing in new consumers who may not have considered the product before due to its ingredients or features. - **Updated Marketing Mix:** This mix allows for adjustments in product pricing, distribution, and promotion strategies to better meet consumer needs. - **Improved Branding Strategy:** Strengthens overall brand identity and aligns it with current market trends and consumer expectations. - **Competitor Differentiation:** Helps the product line stand out in a crowded marketplace, enhancing competitive advantage. ### Example of Successful Repositioning Blue Plate refreshed its packaging to support national expansion and highlight its New Orleans heritage and unique “All Yolk Recipe.” Initially launched in 1927, the brand aimed to reinforce its premium positioning while appealing to a broader audience beyond its Southern roots. Using a data-driven design approach, SmashBrand created packaging that combined historical elements with a modern touch, boosting shelf appeal and purchase intent by 12 points. This repositioning effort enhanced consumer perception of quality and positioned Blue Plate to capture a more significant market share and justify premium pricing. ## Factors to Consider When Repositioning an Existing Product Repositioning an existing product involves strategic planning and considering various factors to ensure success. Here are some of the most crucial factors to keep in mind when repositioning an existing product line: **Factor** **Description** **Challenges** **Brand Architecture Implications** Repositioning may require adjustments in brand architecture to align with the new positioning. This includes evaluating how the product fits within the overall brand portfolio. Misalignment can confuse consumers about the brand’s identity, potentially diluting brand equity if not appropriately managed. **Balancing Repositioning Without Alienating Customers** Maintaining a connection with the core customer base is critical while introducing new elements to attract a broader audience. Overemphasis on new positioning may alienate existing customers, leading to backlash and loss of loyalty. **Managing Internal Resistance** Internal stakeholders, including employees and management, may resist changes due to fear of the unknown or attachment to the current brand image. Effective communication and alignment on repositioning vision are crucial to overcoming internal resistance, especially when differing opinions within the organization exist. **Impact on Supply Chain** Product positioning changes may necessitate supply chain alterations, including sourcing, production methods, and distribution channels. Disruptions in supply chain processes can lead to delays and increased costs, complicating the implementation of the new positioning strategy. **Financial Implications and Managing Expectations** Repositioning often requires significant investment in marketing, product development, and potential rebranding efforts. Managing expectations regarding the return on investment (ROI) is essential. The financial risk is considerable; if repositioning fails, it can result in substantial losses and damage to the brand’s reputation. Organizations must carefully assess cost-benefit ratios before proceeding. ## How To Identify The Need For Product Repositioning? Identifying the need for product repositioning involves analyzing internal and external factors affecting your product’s performance and market relevance. The following are the key indicators that signal when it’s time to reposition your existing product: **Shifting Consumer Preferences:** If your target market’s tastes, values, or needs have changed (e.g., a growing demand for sustainability or health-conscious options), your product may no longer resonate with them. **Declining Sales or Market Share:** A consistent drop in sales can signal that your current product positioning no longer appeals to consumers or that you face tough competition. **Competitive Pressure:** If competitors are gaining ground with innovations or marketing strategies, repositioning might be necessary to stay competitive and differentiate your product. **Brand Misalignment:** If your product’s messaging or value proposition no longer aligns with your brand’s overall identity or future vision, repositioning can help you regain focus. **New Market Opportunities:** Identifying underserved or emerging markets can reveal a need for repositioning to capture new audiences. ## Creating Your Product Repositioning Strategy Rapid market changes can quickly render even a strong product irrelevant. A data-driven product repositioning strategy is crucial to staying ahead. By aligning your brand messaging with current consumer needs, you can effectively boost brand awareness and ensure your new product resonates with its target audience. Unlike tangible changes, intangible repositioning—such as shifting perceptions or emotional connections—can profoundly impact market success. A successful brand repositioning example could be a snack brand transitioning from indulgence to wellness-focused, responding to health-conscious trends. The following are the steps to developing an effective product repositioning strategy: ### Understand the Market and Consumer Insights The first step in an effective product repositioning strategy is gathering comprehensive market data and consumer insights. Use qualitative and quantitative research to analyze trends, purchasing behaviors, and consumer pain points. Understanding what drives your target market allows you to identify gaps between current perceptions and new opportunities. This involves leveraging tools like POS data, surveys, and consumer panel testing to uncover actionable insights. ### Evaluate Competitor Landscape Next, assess your competitors. Examine how similar products are positioned and their strengths, weaknesses, and market penetration. This step ensures that your product positioning stands out in a crowded market. Identify competitive advantages your product has that can be leveraged, such as unique benefits or attributes that align with changing consumer needs. ### Align with Brand Positioning and Core Values Repositioning should align seamlessly with your brand’s core values and broader identity. This ensures that your new strategy maintains consistency while evolving with market demands. Use your brand positioning as a guide to ensure the product fits within your overarching brand promise. Misalignment can confuse customers or dilute brand equity. ### Refine Product Features and Benefits Repositioning may require updating the product itself. Assess whether changes to product features, packaging, or formulations are needed to match the new target market or repositioning goals. This can involve making the product healthier and more eco-friendly or addressing new consumer needs while staying true to its core strengths. ### Develop a Compelling Messaging Framework Crafting a clear, compelling message is critical. Your messaging should reflect the repositioned product’s new value proposition and resonate with the target audience. Focus on the product benefits that align with current consumer needs. Every touchpoint, from advertising to packaging, should communicate this new position consistently. ### Test with the Target Market Before launching, conduct market testing to validate your new positioning. Use consumer testing to evaluate the effectiveness of your messaging, product packaging, and consumer reception. This phase allows for iterations and refinements based on empirical data, reducing the risk of failure post-launch. ### Execute and Monitor Performance Once your strategy is finalized, launch the repositioned product with a coordinated marketing plan. Post-launch, monitor key performance metrics such as sales growth, market share, and brand perception. Gather feedback and data to refine your approach to ensure your repositioning drives sustainable, long-term success. ## Measuring The Impact of Product’s New Market Position Positioning isn’t a one-time process. This means that companies must iteratively measure and tweak the performance of their products according to evolving market needs. Measuring the impact of the product’s new market position provides an opportunity to fine-tune the strategy and maximize product ROI. Here are the necessary steps to follow: **Define Key Performance Indicators (KPIs):** Sales growth, purchase intent, market share, brand awareness, and consumer sentiment. Make sure your KPIs cover both short-term gains and long-term brand equity. **Monitor Consumer Perception Shifts:** Leverage surveys, focus groups, and social listening tools to measure how consumers perceive the new product position. Track changes in brand messaging reception and whether the repositioning has shifted their views or purchase behavior. **Analyze Sales and Market Data:** Compare pre- and post-launch sales data to evaluate how the new product position influences buying patterns. Look whether you’re gaining ground in the target market. Monitor increasing market share against competitors. **Assess Brand Awareness And Recall:** Track brand awareness metrics. The goal is to measure whether consumers recognize the repositioned product and how it compares to previous market positioning. **Evaluate Long-Term Loyalty and Retention:** Analyze customer retention rates. Measure repeat purchase rates and the lifetime value of customers post-repositioning to see if it attracts not just one-time buyers but sustained loyalty. ## SmashBrand Repositioning Case Study SmashBrand helped reposition Aspire Energy to target the 70% of U.S. women unfamiliar with energy drinks, addressing their need for clean, jitter-free energy. Through research-driven insights, SmashBrand revamped its packaging, marketing, and website to emphasize its zero-sugar, 80mg natural caffeine formula, appealing to women seeking healthier alternatives. With 65% of its customer base now being women, Aspire’s vibrant new packaging features bright colors and fruit vignettes, making it easier to identify flavors. Aspire’s campaign promotes sustained, smooth energy throughout the day without the crashes or jitters associated with traditional energy drinks. This repositioning strategy has helped Aspire stand out in a male-dominated market, driving loyalty and introducing healthier energy options to a broader audience. ## Frequently Asked Questions ### How Much Of A Budget Should Be Allocated For Repositioning? Budget allocation for repositioning depends on the scale of the effort and market context but typically ranges between 10% and 25% of your annual marketing budget. This covers consumer insights, strategy development, design, testing, and deployment. For data-driven, low-risk/high-reward outcomes, like those SmashBrand guarantees, the investment is focused on ensuring performance through strategic testing and iteration, reducing the risk of wasted spend. ## What’s The Difference Between A Full Repositioning And A Product Refresh? A full repositioning involves shifting how a brand or product is perceived in the market, often targeting new audiences, changing messaging, and potentially altering the product itself. In contrast, a product refresh focuses on updating visual elements to keep the product relevant without altering its core message or market position. Repositioning aims for a long-term market shift, while a refresh is a tactical adjustment to maintain consumer interest. ## How Long Does It Take To See The Impact Of A Repositioning Strategy? The impact of a repositioning strategy typically begins to show within 6 to 12 months. This timeline allows for the strategy’s implementation, including branding, packaging, marketing efforts, and consumer response changes. For significant market shifts and long-term growth, it may take 12 to 24 months to fully evaluate the success through metrics like sales growth and brand perception. ## How Do We Validate The New Product Positioning Before Launching It To The Market? Validating new product positioning before launch involves data-driven testing to ensure market fit and minimize risk. SmashBrand uses a stage-gated approach with consumer-focused testing at each stage. Key validation steps include: - **Consumer Insights**: Gather data on consumer preferences and behavior. - **Concept Testing**: Present the new positioning to target audiences for feedback. - **PREformance® Testing**: Simulate real-world buying scenarios to assess purchase intent. - **Iterative Refinement**: Adjust positioning based on test results to optimize impact before launch. This ensures the positioning resonates with consumers and performs in-market. **Categories:** Positioning, Innovation, Strategy --- ### [How to Write an Effective Naming Brief?](https://www.smashbrand.com/articles/naming-brief/) **Published:** April 18, 2023 **Author:** Jason Vaught **Content:** A well-written naming brief aligns key stakeholders and steers the naming process toward a compelling strategic outcome. It smoothens the [brand naming](https://www.smashbrand.com/articles/the-essential-elements-of-effective-brand-naming/) process and lays the foundation for a resonating name that lands with the target audience, captures the brand’s essence, and stands out amongst competitors. A comprehensive naming brief covers all bases, from establishing clear objectives to conducting thorough market research. It ensures that every aspect of the brand identity is thoughtfully considered. This article provides a step-by-step guide to crafting an effective naming brief. So, let’s get into it! ## Project Overview and Naming Objectives The brief for naming a brand or its products must clearly articulate the naming objectives and how they relate to the broader brand strategy. These objectives may include establishing a unique brand identity, conveying a particular brand persona, or supporting a new market positioning. Incorporating the brand identity does more than align with the brand story, it permits adds strengthens advertising and promotional efforts which you can read about in our article “[naming in marketing](https://www.smashbrand.com/articles/naming-in-marketing/). Therefore, the brief must explore fundamental values, personality traits, and unique selling propositions. This foundational knowledge guides the [food naming techniques](https://www.smashbrand.com/articles/food-naming-techniques/) and guarantees the selected name accurately portrays the brand’s essence. ## Target Audience Before choosing a name you must identify and understand the target audience which occurs through successful [brand naming research](https://www.smashbrand.com/articles/brand-naming-research/). The brief will outline critical demographic and psychographic characteristics, cultural nuances, and preferences. This understanding guides the product naming process and ensures the chosen name resonates with the intended customers and aligns with their values and expectations. ## Naming Criteria A creative brief must carefully outline specific criteria and [guidelines for the brand naming](https://www.linkedin.com/pulse/10-naming-criteria-brand-names-michael-kimball) process, such as desired name characteristics (e.g., descriptive names, memorable, evocative), linguistic considerations, and legal requirements. Clearly defining these criteria streamlines the brand naming process and ensures the potential names, the brand’s strategic objectives, and descriptive name preferences. ## Market Analysis Market Analysis is an essential element of an effective naming brief as it informs the brand and marketing strategies. A comprehensive analysis includes evaluating competitor brand and company names, revealing naming trends, gaps, and opportunities for differentiation. Understanding industry-specific naming conventions, best practices, and legal/regulatory considerations is crucial for developing a brand or [product naming framework](https://www.smashbrand.com/articles/product-naming-framework/) that resonates with the target audience while mitigating risks. This market analysis ensures that the chosen brand name aligns with the company’s strategic objectives and stands out in a crowded marketplace. ## Brand Positioning Strong brand positioning lays the strategic groundwork for developing great brand names that resonate with the target audience and align with the overall brand strategy. The brief must articulate the desired brand personality and the core idea or essence the name should convey. This guides the creative direction of the naming process, ensuring potential names evoke the intended brand characteristics, drive emotional resonance, and are sustainable for many years to come. The brief must also highlight the key benefits, attributes, and competitive advantages the brand name must communicate. It must be aligned with the company’s broader strategy and naming objectives. It can also inform the [product naming architecture](https://www.smashbrand.com/articles/product-naming-architecture/) and [naming strategies](https://www.smashbrand.com/articles/product-naming-strategies/) for portfolio management. ## Naming Considerations Naming Considerations are an essential element of an effective naming brief. They open the conversation for potential naming routes and reinforce the need for evaluating potential names and ensuring they meet various linguistic, cultural, legal, and practical requirements. - The brief must outline any specific linguistic or cultural considerations to ensure the brand name resonates with the target audience across different regions or demographics. - To avoid potential legal issues, the brief should emphasize the importance of conducting comprehensive trademark searches to ensure the proposed naming options do not infringe on existing brand names or trademarks held by respective owners. - The brief should highlight the need to evaluate the availability of matching domain names, social media handles, and other digital assets that align with the proposed names. This ensures a cohesive identity and online presence for the creative project. The brief should also address [product naming exercises](https://www.smashbrand.com/articles/product-naming-exercises/), [product naming conventions](https://www.smashbrand.com/articles/product-naming-conventions/), and using a [naming scorecard](https://www.smashbrand.com/naming-scorecard/) to evaluate potential names against [product naming best practices](https://www.smashbrand.com/articles/product-naming-best-practices/) objectively. ## Project Timeline and Decision-Making Process The Project Timeline and Decision-Making Process provides a structured framework for the naming process and ensure alignment among all stakeholders throughout the naming project. The brief should clearly define the roles and responsibilities of the creative team, naming team, and other key players, including the creative director. This ensures a smooth collaboration and decision-making process. It must highlight specific criteria for evaluating and selecting the chosen name, such as alignment with brand positioning, linguistic considerations, legal clearance, and domain availability. This helps objectively assess potential names and increases the chances of identifying the perfect name that meets all requirements. Additionally, the brief should include a detailed timeline with key milestones and decision-making points, ensuring that all decision-makers are involved at the appropriate stages. This fosters transparency, accountability, and a smooth transition from ideation to final approval of the [new name](https://www.smashbrand.com/articles/new-product-naming/). ### How a Naming Brief Aligns the Naming Team A comprehensive naming brief is vital in aligning the naming team and stakeholders throughout the naming process. It achieves this by: 1. Clearly defining the roles and responsibilities of each team member, fostering collaboration and accountability. 2. Establishing evaluation criteria and decision-making processes, ensuring objective assessment of potential brand names. 3. Providing a shared understanding of the brand’s vision, values, and target audience, ensuring that proposed names align with the brand strategy. 4. Setting realistic timelines and milestones, keeping the project on track, and ensuring timely delivery. ## Key Takeaways To Remember When Creating A Naming Brief Here are the key takeaways from a naming brief using the provided keywords: - Mention the product naming conventions to be followed, ensuring consistency and alignment with the brand’s existing naming architecture and future product lines. - Conducting a practical naming workshop, including the recommended participants, [naming techniques](https://www.smashbrand.com/articles/naming-techniques/), and ideation methods to generate a diverse pool of potential names. - Suggest specific naming exercises or techniques to stimulate creative thinking, such as combining word parts, using metaphors, or drawing inspiration from cultural references or brand values. - Outline clear evaluation criteria, allowing the naming team to objectively assess potential names against factors like linguistic qualities, trademark availability, cultural relevance, and alignment with brand positioning. - Define the decision-making process, including the roles and responsibilities of key stakeholders, timelines for review and approval, and mechanisms for resolving disagreements or conflicts. ## Product Naming For CPG Brands SmashBrand is the only agency that guarantees a performance lift. We work with consumer brands, helping them build a standout product that competes in the most demanding retail environments. Our [product naming](https://www.smashbrand.com/articles/product-naming/) services are a part of our Path To Peformance™ process, where we create a brand strategy and packaging design that puts your best foot forward. **Categories:** Strategy --- ### [Make Your Wine Stand Out with a Professional Label Design.](https://www.smashbrand.com/articles/make-your-wine-stand-out-with-a-professional-label-design/) **Published:** October 30, 2013 **Author:** Kevin Smith **Content:** We can’t stress the importance of creating a professional wine label design enough. Snobbery is prevalent from every corner of the vintner world, so you want your upstart wine to come into the market with all guns loaded. Otherwise, your investment will not be well received by the wine industry, wine retailers, and, most importantly, the wine drinker. Oh, some wine label and packaging design aficionados make a point of seeming hip and insouciant and weird (the Versus wine pouch, anyone?), but the general wine community attitude is: Only questionable wines rely upon gimmicks and showmanship; a good wine sells itself. Of course, there are strange cultural phenomena to consider, and wine consumers are as susceptible to peer pressure as any awkward 14-year-old. This article serves to help you avoid the pitfalls most experience when they enter the wine market. The assumptions a brand owner puts forward as they hope to create the “most creative wine packaging design” the world has ever seen. Instead, you will learn the benefits (and some insider secrets) of using a professional when creating a wine bottle label. ## Cultural Influence on Wine Consumer Behavior The wine prestige effect on the consumer is tangible. Remember the movie *Sideways*? The main character had a massive personal and academic affection for Pinot Noir and a deep disdain for Merlot. Well, movie fans — fans that may or may not have known anything about wine — responded by buying more Pinot Noir and less Merlot for several years after the film’s release. No one wants to seem like a wine hick, and until roughly 2009, enjoying Merlot meant that you were probably just as likely to pair a foie gras with a diet Mountain Dew. So, how can you make your wine bottle stand out while maintaining the general wine status quo? We’ll do our best to help you put your best foot forward with your wine label design. ## **Unique but Not Desperate** Except for several past category disruptors (we’re looking at you, Barefoot), vintners have to have some measure of history and expertise to be trusted by consumers; the wine label design has to reflect their pride in the quality of their wine while still creating a brand distinction between themselves and the thousands of other wine brands. A gimmicky graphic design may work for some products, but it rarely works for wine – if you want the customer to buy more than one bottle. You want to design a wine label and its supportive packaging to assume a luxurious position. Unlike beer,[ wine isn’t an “everyman” kind of beverage](https://www.smashbrand.com/articles/dont-let-snobbery-prevent-change/); you can buy a cheap beer without too much shame, but no one purchases the cheapest wine on the shelf without feeling like they owe the cashier some explanation. Even if your bottles retail for $4.99 (or \[gasp!\] less), your label and [packaging design](https://www.smashbrand.com/articles/bottle-packaging-design/) should be on par with the most prestigious vintages. But this statement doesn’t mean you must be trapped mimicking the expensive bottle designs; your design must be deliberate and sleek. ## **Label Self-Awareness** There is a fine line between whimsy and gimmicky. Because sophisticated people generally pride themselves in their wit (whether they possess it or not), it’s possible to create a custom wine label that says, “Tee-hee, aren’t I amusing? I thought of it while playing polo with the Marquess of Stafford on my yacht. It’s a *huge* yacht, by the way.” The wine label humor formula is Noël Coward = good; Adam Sandler = not so good. Self-awareness is one of the most important aspects of any branding campaign. From immediate brand identity to long-term brand equity, being aware of who you are and whom the consumer sees you as is critical to your brand’s success. ## **Label Quality** A wine label designer has to take more than the typography (font style and size) and graphics into account; the quality of the label itself plays a huge part in the marketability of a fine (or not-so-fine) wine. A high-quality label isn’t the one with the award-winning design; it’s the one that causes the wine consumer to pull the bottle off the shelf and cherish it every time they grab it from the cabinet or wine cooler. For example, a glossy or plastic label can seem beautiful when photographed for a design or winery website, but when it sits on the shelf, the reflection of the light can obscure the label details. A packaging design professional will understand these data-driven details more than a designer. Also, black labels can look elegant during the concept phase for all bottled alcoholic beverages, but if they get scuffed during shipping (and often do), they can make the wine look cheap. We don’t mean every brand must avoid black or dark wine label designs. Still, the designer must consider potential scuffing and perhaps incorporate a weathered look into the label’s aesthetic (such as [Francis Ford Coppola’s The Carmine wine jugs](https://www.thecoolist.com/wp-content/uploads/2009/07/francis-ford-coppola-carmine-wine_2.jpg)) and its impact on the overall brand experience. A wine label design has tons of non-negotiable rules, but navigating them in such a way as to produce genuinely exceptional and individualistic labels is possible. Don’t despair if you’re not a hoity-toity person; sophisticated, interesting, and appropriate ideas will come — though you might have to watch significantly more “Downton Abbey” than you might want. ## **Wine Label Design Trends** As with every CPG category, specific trends present themselves as opportunities to stand out and, often the case, be seen as white noise. A well-designed wine label “considers” wine design trends but makes its final decision based on consumer testing, which any reputable wine label design company performs. Here’s a look at several trends to consider: ### Minimalist Wine Labels With so many competitors pushing for more with their wine label design, sometimes less is more, especially when you want to emphasize a single purchase driver. Minimalist wine labels embrace simplicity, allowing the elegance of the glass bottle to do the talking. These designs often feature clean lines, muted colors, and subtle typography, creating a sophisticated and modern aesthetic. By stripping away unnecessary elements, minimalist wine labels exude a sense of refinement and let the quality of the wine speak for itself. If you’re looking for wine-label design ideas that showcase understated elegance, consider minimal designs as a strategy. ### Vintage Wine Labels A vintage label can evoke a sense of timeless charm and heritage. Many successful wine brands draw inspiration from classic designs of the past; these labels incorporate vintage typography, intricate illustrations, and ornate details. Whether it’s a rustic vineyard scene or an elegant crest, vintage wine labels capture the essence of tradition and craftsmanship. Vintage wine labels transport wine enthusiasts to a bygone era and create a sense of nostalgia and authenticity. If you aim to create a wine label that pays homage to the past and adds a touch of vintage allure, consider a previous time period as one of your wine label ideas. ### Disruptive Wine Designs In a sea of traditional wine labels, disruptive wine label designs dare to stand out and make a bold statement. These whimsical and visually stunning labels discard the norms and captivate consumers with their unconventional approach. From vibrant colors to irregular shapes and materials, disruptive wine labels break free from traditional expectations, making a memorable impact on the shelf. They challenge what a wine label should be and appeal to those seeking unique experiences. If you’re ready to shake up the wine industry and say “shhh” to the wine expert, consider exploring disruptive wine label designs that push the boundaries of creativity, color, and foil but be sure to perform package design testing to ensure your stand out packaging doesn’t put off your target consumer. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a[ brand development company](https://www.smashbrand.com/development/) for FMCG and CPG brands. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift.[ Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [A Simplified Primer to Defining a Brand: What Is Branding?](https://www.smashbrand.com/articles/a-simplified-primer-to-defining-a-brand-what-is-branding/) **Published:** October 14, 2019 **Author:** Kevin Smith **Content:** Branding is part art, part science. Many intangible elements go into shaping a brand that stands out and brings in the clientele you’re shooting for. “Think pieces” about branding elicit many opinions and much debate and leave us finding the concept difficult to quantify. This leaves a lot of professionals demanding to know what a brand is simplified. When it comes down to it, there’s one word that captures most of it, but if you’re trying to wrap your head around branding beyond the typeset on your physical or [digital business card](https://www.uniqode.com/digital-business-card/), you’ll have to strap in for a little bit of the abstract. ## **What a Brand Is** Ask a dozen marketing professionals to define and describe branding, and you’ll get two dozen different answers. The reality is that branding can be boiled down to a single word: **aesthetic.** In the modern vernacular, aesthetic has been used to refer to everything from sweet abs on bodybuilders to neon pink and cyan vintage color schemes. While the use of “aesthetic” to describe pleasing visual proportions or thematic trends doesn’t fall entirely out of the realm of aesthetics, it doesn’t capture the full depth of the term. For branding (or your next trendy coffee shop conversation), an aesthetic refers to: 1. A set of principles underlying the work of an artist or artistic movement 2. A theory of beauty In the same way, a carefully crafted neon sign, like those from [Voodoo Neon](https://voodooneon.com/), can become a beacon of brand identity, drawing attention and embodying the unique aesthetic that sets a business apart. There is an impressive number of old German men with prominent facial hair who have debated the subject of aesthetics at extensive lengths, but we’re going to touch on its significance in branding. ## Branding vs. Marketing [Branding and marketing are closely related concepts](https://www.smashbrand.com/articles/branding-vs-marketing-whats-the-difference/), but they have distinct differences. Creating and maintaining a reputation for a company is called branding. Branding includes the company’s name, logo, and overall visual identity. Marketing is promoting and selling products or services. Aspects of marketing include activities such as advertising, public relations, and sales. While branding focuses on creating a positive image and reputation for a company, marketing focuses on generating demand and driving sales. Both branding and marketing are essential for the success of a business, but they are different in their goals and strategies. ## **A Theory of Beauty** The lush flora of the Montana countryside flows across the horizon to the faint sound of rustling brush. Slowly, the soundscape unfolds into the sound of a running stream. Horse hooves trot into the frame as the camera pans up – and there he is: a rugged mustachioed rancher peering back at the viewer. Hanging beneath the brim of his hat, a lighted cigarette drooped from his world-worn lips. Fade in: Marlboro. Okay. Smoking kills. Anyone who’s actively dating will tell you that “sexy” is the last word anyone would use to describe it in the present day, and things ended quite poorly for the Marlboro Man. But for our conversation, he’s a prime example of aesthetics in branding. The Marlboro Man isn’t just a rugged cowboy who appealed to John Wayne fans. While the man himself is replaceable, “The Marlboro Man” is an icon and a symbol. He conveys an idea of what constitutes masculinity. He communicates the virtue of grueling work and the American roots of pioneering and prospecting. Fundamentally, he serves as a symbol of individualism. He signifies an entire worldview in a single image. Without a thesis or description, all of this is encapsulated in a single word: Marlboro. ## **All of Which Is to Say** Branding is what you say when you’re not speaking. It’s the meaning, value, and worldview that your audience reads between the lines. To get that message across, branding provides the context for it to make sense. That context includes everything from the language you use, your homepage’s colors, your packaging design, supported causes, press releases, and mission statements. All of it fits together to form a cohesive whole that forms your brand. Make no mistake. With or without your express intent, you will have a brand. If your mindset is that the product speaks for itself, then that’s a brand statement. However, context is still required for that statement to make sense. Minimalism is a popular trend in messaging and design, but it isn’t to be confused with lackluster branding. There’s a difference between the crisp white box of your iPhone and the beat-up cardboard your eBay purchase arrives in. Steve Jobs built an entire empire on branding defined by minimalism and proved that this approach takes more work, not less. ## **In Action** As much as the Marlboro Man encapsulates branding principles, his riding days are over. Branding in the modern world makes more waves with concepts surrounding active lifestyles, futurism, and adventure. Norrona is an outdoor apparel company that captures these concepts in its packaging. Sleek minimalist iconography across product lines conveys practical features. The color scheme mirrors those of the Norwegian flag. Imagery showcases hikers, skiers, and mountain climbers making their way into pristine natural peaks. As a whole, the brand communicates deep roots alongside thoughtful and advanced design in its products. ## **Connect** Your brand is a statement about your business, and it’s one that’s designed to land with a specific listener in mind. To connect with your target market, you need to understand how to make sense of your brand within the context of your consumers’ worldviews. Getting a sense of who you pitch to requires some groundwork to [get hard data](https://www.smashbrand.com/testing/) on the people you’re speaking to. When you pull it off right, branding turns your product into a symbol of a purchaser’s worldview – one that represents your business in an authentic way and resonates with people emotionally. ## Specialists in CPG Brand Management Want a best-selling brand? SmashBrand is a brand management agency that delivers our clients profound insights and greater profits through consumer & shelf testing. From branding to packaging design, we help FMCG and CPG brands outperform their retail shelf competitors. Book a time to discuss your project with our team. **Categories:** Strategy, Design --- ### [5 Tips to Know Before You Start Your Next Package Design.](https://www.smashbrand.com/articles/5-tips-to-know-before-you-start-your-next-package-design/) **Published:** November 5, 2012 **Author:** Kevin Smith **Content:** We all have walked down the aisle of the local supermarket drearily completing our weekly visit to the grocery store only to suddenly back the cart up and look over at the shelf at something that caught our eye. At this moment the designer who created that packaging gets his wings. Well not really but it is the culmination of months of work for many designers all coming together in a harmonious crescendo of consumer purchasing. Eye-catching packaging should make a connection with the buyer on as many levels as possible and answer the 3 most important questions the buyer has in 5 seconds. 1. Is it clear what the product is and its uses? 2. Is this speaking to me on a personal level? 3. Is this better in quality, value and appearance? Products that fail this test usually don’t sell well and as a result are a failure. Now, not all of these are the designers fault as there are budget, time and creative restrictions placed on us all the time but can you get the most out of what you are given? Let’s take a look at the things you need to do before you start your next design project. ## Start with a Mind Meld Put that mouse and pencil away and get out the old keyboard and fire up a google hangout with your client. The most critical step you can take to achieving a great package design is knowing what, where, when, how and why. The design kickoff call to the client is one of my favorite parts of a project because the energy is high and anything seems possible but be warned that this phase is a dangerous road for many young designs as they will go off before really understanding what they are designing and the goals the product may have in mind to be considered a success. Take your time and let the client explain the entire vision, requirements, budget restraints, timelines and any other criteria they may have first. Once that is done ask more questions until you are clear on what that vision is and have a checklist your design will need to hit. It is also a great idea if you take notes in google docs and share that with the client after the meeting. Sometimes a client after reading what you wrote down will have suggestions, alterations or just want to clarify a point. The more transparent the design process is with a client the more successful the end product becomes. ## Play what if Let your creative energy flow in your kick off call with your client and start throwing ideas out there no matter how crazy they are. It gives you and the client some common ground to see how far apart you are to their vision. Now is the time to throw out ideas like types of packaging finishes, special spot colors, custom molds and color schemes. Better to find out that the client hates cherry red before you design an entire line of cherry red cheese fondu pot holders. Or that the client never had the budget for a foil treatment but your design falls apart without it. Many times the client does not know what they are looking for or how to voice this to the designer. You may be surprised how many times the criteria of the project changes because of an idea thrown out at the kick off call. Throwing out creative ideas now also leaves the client feeling confident that they have chosen the right creative team for the project and buys you time while you get to the first round of drafts. ## Know your Enemy It is not just the clients responsibility to understand the marketplace and who the competitors are. Its your job to do as much research as you feel the project needs for you to find the angle and direction of your design that will let you design a great package design. Even something as simple as taking some shelf photos will aid you greatly in choosing color combinations, look and feel and if the shelf is telling you to stay away from a certain color because its already being overused. Buy the top 3 competitors. This is something Smashbrand does with almost every project and it has proved extremely helpful having them right on the desk as the design process unfolds. Look for how well the competition communicates its messages and if needed go back to the client with this information and approach it from a new angle for maximum impact. ## Visualization Not all package designers have the ability to model the package designs in 3d first but here at smashbrand it has become one of the most important tools in the design process. Seeing the design as close to what it will look like in real life helps not only you the designer but the client. And a happy well informed client is a great client! If you don’t have 3D capabilities make sure you have several front, side and ¾ views mocked up in photoshop ready to go in your production workflow. Just because you see what the finished design looks like in your head doesn’t mean the client will. There is nothing harder than showing a client the flats of your design and saying “Trust me it will look great” and getting that client to understand what they are looking at. Start to create a library of starter package templates and [mockups](https://www.google.com/search?q=mockups&rlz=1C1CHBF_enPK1019PK1019&oq=mockups&aqs=chrome..69i57j0i512l9.375j0j7&sourceid=chrome&ie=UTF-8) as these are very handy to use when you start up a project. ## Inspiration in odd places Finally if you are feeling stuck staring at that blank screen or you feel that there is no original design space left to play with in your product, its time to get out. Try to look everywhere for design inspiration and start making connections to the demographic you are trying to hit. If your demographic for a new men’s cologne is 30-40 year olds but all the packaging is black, silver and splashing red it might be time to introduce other new elements and themes this demographic will respond and relate to. Metallic textures, suit weaves or even the way a golf club handle is wrapped in carbon fiber may lead you down some creative roads that you were blind to before. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [8 Tips for Revising Package Designs for the Holidays](https://www.smashbrand.com/articles/8-tips-for-revising-package-designs-for-the-holidays/) **Published:** November 14, 2014 **Author:** Kevin Smith **Content:** The holiday season means many different things to many different people. For some it is a season of peaceful reflection; for others it is a time for family and celebration. To marketing executives, it is a time of unbridled greed. Well — it is for a lot of us, but execs don’t attempt to conceal it under a veil of goodwill and generosity. Yes, it’s time to start thinking about how you are going to package your products with respect to the upcoming gift-giving festivities. If your products are either suitable for gift-giving or general celebratory purposes, you’ll want to consider your holiday packaging strategy. ### 1. Don’t Limit Yourself If your product could reasonably be described as a “treat,” then you will probably want to incorporate some type of Halloween motif into your packaging design. Candy is the obvious product category that would benefit from holiday-specific marketing, but try to think outside the box! People aren’t limited to giving away only candy on Halloween; some mavericks might give away travel/sample sized tubes of flavored toothpaste or other small dental hygiene accoutrements (all that candy, you know). ### 2. Use Your Existing Logo to Evoke the Season So, what design concepts immediately communicate “Halloween?” Orange and black are the classic colors for Halloween, and they can be incorporated into a current packaging design fairly subtly. Other motifs — skeletons, spider’s webs, pumpkins etc. — might be integrated into the existing design in a number of interesting ways, such as using a skull or Jack O’Lantern design as an icon enhancement. ### 3. Turn Your Products into Gifts When considering your packaging structure for a gift-giving season, think about whether it would benefit your brand if you were to feature small gift-sized versions of your current product, for the purpose of including in party goody bags. Cosmetic products and certainly processed pumpkin-flavored snack foods are perfect for this sort of treatment. Naturally, your existing market will dictate whether or not this strategy will yield the desired results, as well as the amount of pumpkin flavoring in your product. ## Thanksgiving Packaging Design Thanksgiving — the cherished American feast day — is a marvelous opportunity to use specialized packaging to encourage including a wide variety of food products into the traditional menu. Since every corner of American culture has its own Thanksgiving traditions, nearly every food product can benefit from a bit of holiday-specific marketing. If tofu can be a beloved Thanksgiving staple, so can kale chips. ### 4. Make it Seasonal as Opposed to Holiday-Specific Convenience food items that could be enjoyed at the Thanksgiving table are naturally ideal for Thanksgiving-themed packaging designs — that goes without saying. Of course, this season isn’t all about turkeys and figurines in Pilgrim hats. It’s about the falling leaves and crisp weather. The reds, oranges and golds of the foliage; garlands, maize and bizarrely shaped yet festive gourds. All of these are symbolic of the season, and can be used in both fun and elegant ways. ### 5. Make it a party! Since Thanksgiving brings with it sometimes elaborate and large celebrations, this is an excellent time for specialized packaging for wine and liquors. Include fall cocktail recipes on spirit bottles, and use rich earth tones in your graphics to evoke the changing leaves. ### 6. Use All the Senses Home décor items such as candles and scented cleaning products can all have a fall or harvest theme, particularly if they are scented with harvest aromas like cinnamon, sage, clove, cider, pumpkin or other cozy smells. Since our senses can inspire emotional reactions to products, having packaging suffused with scent could draw customers closer, and entice them to purchase in a fit of holiday nostalgia. ## Christmas Package Designs Christmas is the most obvious marketing season. If your product is suitable for gift-giving or enjoying during the festivities, clearly a Christmas or winter-themed package will benefit you. ### 7. Think about the Life of the Package Even if your product isn’t typically associated with the holiday season, you might still try holiday acknowledgement to stand out from the competition. What could be cuter than a radiator flush kit with a Santa hat? All kidding aside, even Kleenex, which — let’s face it — makes a pretty terrible gift, modifies its packaging for the season. This is because they know that consumers decorate their homes for the holiday, and they might want the box of Kleenex they have on display to have the same festive look. If your package also acts as a dispenser, you could introduce a seasonal concept. Hand soaps and toiletries are great vessels for seasonal packaging ideas. Integrating unique elements into your holiday-themed packaging can deliver a fresh appeal, aligning your products with seasonal festivities. As you explore various concepts for evoking holiday cheer, don’t overlook the role of custom-designed apparel as attention-catching promotional products. Stand out by incorporating innovative practices found in a [shirt design](https://www.printful.com/make-your-own-shirt), establishing vivid links between product aesthetics and the joyous spirit conveying your brand messaging. Making use of similar customization platforms can provide an opportunity to captivate consumers seeking personalized gift solutions effortlessly. ### 8. Repurpose Your Packaging If you have a limited edition line for the season, think about doing more than just adjusting the graphics; turn your package into an adorable ornament! Doing so automatically adds value to the product, and enhances the customer’s emotional response. Almost everyone is a bit sentimental when it comes to the holidays, and we are anxious to get the season rolling by purchasing products that help us to enjoy the beauty of the time of year. So, as we draw closer to yet another fall and winter celebration season, think about how your packaging strategies can help you and your team have a very merry Christmas indeed! **Categories:** Design --- ### [Website Examples that Use Responsive Web Design](https://www.smashbrand.com/articles/website-examples-that-use-responsive-web-design/) **Published:** December 3, 2012 **Author:** Kevin Smith **Content:** We found some great sites that utilize Responsive Web Design in one way or another. Take a moment to check out the examples below. Here’s a hint: adjust your browser size or change devices to test various user experiences. SmashBrand is a brand packaging design agency for FMCG and CPG companies. ## SmashBrand ([www.smashbrand.com](https://www.smashbrand.com/)) Hey, look, our website is on the list! No surprise there. We’re big fans of Responsive Web Design. Our content automatically adapts to smaller media (i.e. tablets and phones) so that you can easily navigate the site, regardless of browser size. You can see a quick example in the images and above and below. Now on to the next….. ## About.com ([www.about.com](https://www.dotdashmeredith.com/)) Ok, I know this is sort of a cop-out from our previous article on responsive web design. We already used this example in that article. With that being said, we really do love this example. Why? Because About.com reaches approximately 69 million unique visitors per month (that’s a lot, by the way), so they know that visitors will be viewing the site from a multitude of devices.[ About.com](http://www.about.com/) has been designed so that it responds and adapts to a viewer’s behavior and screen size. Based on your browser size, screen resolution and orientation (i.e. portrait vs landscape),[ About.com](http://www.about.com/) automatically resizes and re-orders the design; as well as adapts images, text and columns. ## Clear Air Works ([www.cleanairchallenge.com](https://clearairchallenge.com/)) Take a deep breath and say “Ahhhhh.” Clean Air Works gives Charlotte, NC commuters information on a green commute; information that looks great on any device size. This website is perfect for commuters who are viewing the website on their mobile phones while they wait for the train or bus in the morning. ## Microsoft ([www.microsoft.com](https://www.microsoft.com/en-pk/)) Yes, you read this right, we said Microsoft. After gaining design momentum from the Windows Phone and mobile-friendly Windows 8, Microsoft is one of the first big tech companies to embrace responsive web design for its consumer and business sites. Microsoft.com easily reconfigures itself, on the fly, to a number of devices–large and small. For more information on Microsoft.com’s redesign, check out [this article](https://www.forbes.com/sites/anthonykosner/2012/06/30/microsofts-site-redesign-will-introduce-mainstream-business-to-the-responsive-web/?sh=36999f2d1850) from Forbes. ## Starbucks ([www.starbucks.com](https://www.starbucks.com/)) Starbucks doesn’t just serve up delicious peppermint-chocolate mochas and scrumptious breakfast sandwiches. Starbucks.com is another major website that has been redesigned for multi-device responsiveness. Check out [this announcement](https://www.starbucks.com/) on the site. ## W3C ([www.w3.org](https://www.w3.org/)) No surprise here… the W3 is practicing what it preaches. If you don’t know what W3C is, they are a group that developers web standards. W3C’s standards define key parts of what makes the World Wide Web work. ## And many more… There are many more websites that have jumped on the Responsive Web Design bandwagon. Just do a search for “best responsive web sites” on your favorite search engine. We also recommend [this great article](https://developers.google.com/search/blog/2012/04/responsive-design-harnessing-power-of) from the Google Webmaster blog. It describes all the ways that Google has implemented Responsive web design on its sites. And remember, you do not need a big budget to create a high performing responsive website, you can a [website builder](https://templatetoaster.com/ "website builder") for cheap and then hire a professional designer and copywriter to make your online presence really shine. ## Data-Driven Brand Development Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Why You Secretly Want to Eat Your Cat's Food](https://www.smashbrand.com/articles/why-you-secretly-want-to-eat-your-cats-food/) **Published:** April 15, 2013 **Author:** Kevin Smith **Content:** You secretly want to eat your cat’s food because you are, in a word, insane. Of course, if your entire mental framework for cat food was based upon advertising campaigns that show glistening chunks of meat and vegetables being lovingly heaped into a crystal goblet, then maybe you would reasonably be tempted, in a pinch, to eat a can of Fancy Feast. We only kid. Anyone with firsthand experience with cat food knows what a horrid and noxious pile of processed organ meats it really is, but that is obviously something that marketing departments want to conceal as best they can. Why? Because cat food is marketed to people, not cats, and even though we as humans pride ourselves in our logic and reason, we still feel the need to be seduced by the apparent deliciousness of food for an animal that would be just as happy eating a mound of lizard’s tails – but only if they’re still twitching. ## **Cats and Cat People vs Dogs and Dog People** The marketing strategies for cat owners are wildly different from those for dog owners. Dog owners are portrayed in commercials as active, affectionate, middle –classed, patriotic and emotionally stable (probably due to the presence of an emotionally stabilizing dog). Dog food commercials tend to dwell on the nutrition of the product and the fact that the dog won’t be able to distinguish it from the table scraps that their owners’ can’t help but give them. Dog food isn’t made to look particularly good, but they do generally show dogs enthusiastically eating huge bowls of it, regardless of the fact that dogs are notorious for eating basically anything, no matter how intensely foul. On the other hand, cat food is marketed towards quite a different demographic. While dog food advertisements are pretty unisex, cat food advertisements are geared almost exclusively towards women. In cat food commercials, there really isn’t the same concentration of sporting or outdoor activity as in dog food commercials. Women lounge on sofas next to purring cats, or lie in bed next to purring cats, or stand at kitchen counters, where a cat is inexplicably allowed to jump on to a cooking surface and purr. Whenever cats are portrayed as active or feisty, they generally play and frolicking alone. There is something inherently luxurious about cats; they lounge; they sleep; they stalk things, and rarely exhibit any emotion for humans warmer than disdain. Therefore, cat owners tend to be relaxed, nurturing and have the inclination and disposable income to feed their cats meals on a silver tray served by a liveried butler. ## **Cat Food Advertising Exploiting the Psychology of Cat Owners** It is certainly true that there are all types of pet owners – men, women, young adults and families – and therefore they cannot necessarily be categorized into a single demographic. However, older people (particularly women) generally lean towards cats. Moreover, [Psychology Today reported](https://www.psychologytoday.com/intl/blog/canine-corner/201002/personality-differences-between-dog-and-cat-owners) that there are distinct personality differences in exclusive cat owners and exclusive dog owners. Dog owners are a bit more sociable, while exclusive cat owners are a bit more isolated. Cat people also tend to be quite trusting, timid and modest, while dog people tend to be high dominance. Cat people tend to appreciate cats for their self-sufficiency and aloofness, and cats are certainly portrayed in commercials as being quite detached. All available data regarding the psychology of cat owners is suffused into cat food commercials – don’t think for a second that it isn’t. Also, don’t forget that we tend to anthropomorphize animals, and since cats have a quiet, stealthy and relaxed demeanor, we tend to think of cats as sophisticated, elegant, as having extremely high intelligence and exacting standards. Food must look delicious, be properly prepared and served with respect. Therefore, cat food companies yield to this impression that has been embraced by cat owners, and develop not just advertising campaigns that resonate with cat owners, but also packaging and even entire brands. Remember, [packaging is one of the most powerful advertising tools dfor your product](https://www.smashbrand.com/articles/three-reasons-your-label-isnt-attracting-your-customers/), especially the lower you go on price point. The less life-changing of a financial decision that purchase is, the more likely it is to be an impulse buy, and creative package and label design can really pay off. So what have we learned today? We learned that if you’ve ever even considered cracking open a can of cat food and sneaking it into a casserole, don’t ever invite us to your house. We learned that marketing departments plumb the recesses of consumers’ deepest, darkest emotions in order to determine best how to sell us Purina. Lastly, we learned that cats have a reputation for being arrogant and superior, which is perhaps why shy and meek cat owners feel it is their natural place to serve their cat’s food on expensive China surrounded by totally unnecessary polished silver cutlery. ## Data-Driven Brand Development Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [How Long Does It Take To Rebrand A Company?](https://www.smashbrand.com/articles/how-long-does-it-take-to-rebrand-a-company/) **Published:** April 3, 2023 **Author:** Jason Vaught **Content:** Is it time for your brand to create a fresh identity? If yes, then I’m sure you want a clear answer to the question “how long does it take to rebrand a company?” Having rebranded thousands of companies, we are here to help. This article will break down the process, providing a rebranding timeline that is easy to understand. Then, you will learn the time requirements for execute each step. A common misunderstanding in rebranding is believing that a new brand can be launched within three to four months. Despite spending months or even years recognizing the need for one, establishing a realistic timeline for a [successful rebrand](https://www.smashbrand.com/articles/successful-rebranding/) is essential. Rushing through a [brand transformation](https://www.smashbrand.com/articles/brand-transformation/ "brand transformation") driven by eagerness can jeopardize its success. Now, let’s dive into the details for understanding how much time is required to transform the current brand. ## Understanding the Rebranding Timeline Proper time allocation to each stage of the [rebranding and marketing strategy](https://www.smashbrand.com/articles/rebranding-marketing-strategy/) will significantly increase the likelihood of success. The process consists of multiple steps, starting with discovery and research, moving on to strategy, creative development and testing, then finally implementation and communication. But the work isn’t complete once the overhaul is live, once public-facing, promoting to ensure a [successful rebranding campaign](https://www.smashbrand.com/articles/5-steps-to-take-for-a-successful-rebranding-campaign/) can take 6 to 12 months, depending on the company’s specifics. There is no concrete timeline for the [rebranding project](https://www.smashbrand.com/articles/rebranding-project/) because several factors influence it. These factors include its size and complexity, scope, and stakeholder engagement. ## Phases and Timelines of the Rebranding Process ### Discovery and Research Phase The research and discovery phase of the [rebranding process](https://www.smashbrand.com/articles/rebranding-process/) helps to understand the current brand’s state. With this information, companies set the foundation for their new brand identity. The process starts with a detailed brand audit. It comprehensively evaluates the existing brand elements, messaging, and positioning. A detailed brand audit identifies a company’s strengths, weaknesses, and areas for improvement. It involves asking specific [rebranding questions](https://www.smashbrand.com/articles/rebranding-questions/) that lay the foundation for the transformation. The average timeframe for conducting a thorough brand audit ranges from 2 to 4 weeks. But it can be more or less depending on the companies size. After the brand audit, a competitive analysis is performed to understand the market landscape, identify new opportunities for differentiation, and determine where your brand stands in comparison. On average, conducting a competitive, retail, & market analysis for the rebranding effort takes 3-4 weeks. Then we must begin to think about the brand messaging by analyzing the target audience and utilizing social media to understand their perceptions, interests, and behaviors which will occur once we review the findings from our discovery and research efforts. ### Strategy Development Phase After collecting data and extracting meaningful insights, now is the time to develop a comprehensive [rebranding checklist](https://www.smashbrand.com/articles/rebranding-checklist/). Strategically map out different steps in the checklist to implement the new brand strategy. Developing an effective strategy for a complete rebranding process involves several key steps. After the transformation, develop a proper plan to craft a new brand positioning strategy. This will define how target customers perceive the new brand identity and will generally 3-4 weeks to complete. For a house of brands, a new brand architecture maybe be necessary to ensure a cohesive and compelling framework. The structure and hierarchy must support the overall brand strategy, which takes an average of [3 to 4 months](https://stepworks.co/en/insights/how-long-does-it-take-to-complete-a-branding-project/#:~:text=A%20major%20strategic%20shift%20can,messages%20that%20enable%20correct%20understanding.) depending on how many brands are within the companies portfolio. Ensure brand consistency across all touchpoints to support the changes. Craft a coherent and consistent brand voice for effective communication with the target audience. At this point you will begin to introduce a compelling messaging and potentially a new brand personality. This will include traits and characteristics to ensure a consistent and authentic brand image. A well-defined personality differentiates the brand, fosters emotional connections, and enhances customer loyalty. ### Creative Development Phase A [rebranding launch](https://www.smashbrand.com/articles/rebranding-launch/) is incomplete without updating all of the branding elements. If rebranding after a merger or acquisition, you may need to develop a new logo design that aligns the brand’s visual elements, such as typography, color palette, and imagery, to match the new brand personality, ensuring it resonates with the target market. The [logo rebranding](https://www.smashbrand.com/articles/logo-rebranding/) can take a [minimum of 4 weeks](https://www.linkedin.com/pulse/how-long-does-take-design-logo-jordis-small/) in most cases but this design can occur other touchpoints such as the website and product packaging. Designing a new logo is the primary visual representation and an essential component of the branding process. Establish a comprehensive brand guideline to maintain consistency across all marketing material. Introduce the new brand guideline as a [rebranding template](https://www.smashbrand.com/articles/rebranding-template/) to ensure a smooth transition. Once the visual brand assets are complete, developing new marketing material, including brochures and advertising campaigns, can take 4 to 7 weeks. Ensure each material is aligned with the new brand identity and effectively conveys the value proposition to the target audience which is accomplished when you have prepared clear brand guidelines and a detailed style guide. ### Implementation and Launch Phase You need a timely plan for the rebranding rollout. This phase will require significant time and coordination to ensure a smooth transition and consistent brand experience. The first step of the implementation and launch phase is ensuring internal alignment. Use a [rebrand presentation](https://www.smashbrand.com/articles/rebrand-presentation-deck/) deck to properly communicate the new brand guidelines and keep everyone on the same page. Aligning all employees, departments, and stakeholders with the new brand identity requires checks and balances as well as consistent follow-ups which is why it can take 2 to 4 months. Use thorough communication and training to develop brand champions. Ensure a cohesive understanding and adoption of the new[ rebranding trends](https://www.smashbrand.com/articles/rebranding-trends/) throughout the organization. Rolling out a new brand to customers, partners, and the broader market is challenging and time-consuming. It may take three to six months, depending on how various marketing and communication activities are coordinated. ## Factors Influencing Rebranding Timeline ### Company Size and Complexity The size and complexity of an organization are key factors that influence the rebranding timeline. For instance, [rebranding package](https://www.smashbrand.com/articles/rebranding-package-designs-that-win-on-retail-shelves/) designs can be a lot quicker for a small business, as the scale of the project is less daunting. It is more challenging for prominent brands to effectively communicate [why rebranding](https://www.smashbrand.com/articles/why-rebranding/) is necessary to investors or distributions partners providing clarify on how they plan to mitigate the risks that create the [worst rebranding scenarios](https://www.smashbrand.com/articles/worst-rebranding/ "worst rebranding scenarios"). Enterprise-level companies with vast and complex operations typically require a more extensive rebranding effort, sometimes up to 18 months. The sheer scale of these initiatives demands meticulous planning, robust internal communication, and a phased rollout to ensure a seamless transition and consistent brand experience, as seen in various [rebranding examples](https://www.smashbrand.com/articles/rebranding-examples/). ### Industry and Regulations Industry and regulations can also greatly influence the timeline for rolling out the rebranding strategy. Highly regulated sectors, such as finance, healthcare, or government, often have more stringent guidelines and approval processes, which can prolong the phases of brand strategy and brand positioning. Changes to the brand identity or even the brand name may need extensive review and authorization. Fast-paced industries, like technology or fashion, may demand a swifter rebrand to stay ahead of the target audience and capitalize on emerging trends. A more agile and streamlined approach is needed for the new brand development and rollout. Understanding these industry-specific nuances is crucial for setting realistic expectations and crafting a rebranding timeline that balances speed, compliance, and long-term brand success. ### Existing Brand Strength The existing strength of a brand can significantly impact the rebranding timeline. Brands with strong brand equity, positive brand perception, and high brand recognition require a more delicate approach to avoid alienating their loyal target audience. Companies with well-established identities may need to approach rebranding more gradually, focusing on evolving existing brand elements instead of completely overhauling them, as drastic changes can pose severe [rebranding risks](https://www.smashbrand.com/articles/risks-of-rebranding/). This can extend the timeline, as the strategy must carefully balance the need for change with the preservation of the brand value and attributes resonating with the target audience. Brands with weaker equity and less recognizable brand Identity may have more flexibility to undertake a more extensive effort with a shorter timeline, as the risk of losing existing customer loyalty is lower. ### Scope of Rebranding A complete rebrand, where an organization undergoes a total overhaul of its Brand Strategy, Brand Positioning, visual identity, and all assets, typically requires a more extensive timeline than a brand refresh. A complete rebrand involves a deeper, more comprehensive transformation that can take 12-18 months or longer, depending on the organization’s size and complexity. This process requires extensive research, strategic planning, creative development, and a phased rollout to ensure a seamless transition across all touchpoints, including digital marketing channels. A brand refresh is a more limited and focused effort, often taking 6-9 months to execute. This approach focuses on updating select brand elements, such as the logo, color palette, or messaging, without completely overhauling the brand’s core identity. ## Data Driven Rebranding Strategy for Maximum Impact If you need a rebrand with performance predictability, we can help. SmashBrand is a [rebranding agency](https://www.smashbrand.com/rebranding/) that researches, designs, and tests all products to ensure peak shelf performance. Book a time to discuss your project with our team. **Categories:** Strategy --- ### [Simplify User Choices With Your Packaging Design.](https://www.smashbrand.com/articles/simplify-user-choices-and-stay-on-point/) **Published:** March 1, 2013 **Author:** Kevin Smith **Content:** If you are the type of person who loves sifting through mountains of clothing in bargain bins; who stops at every single yard sale you pass and methodically looks through piles and piles of uncategorized CDs; who rifles through the discounted DVDs in front of Blockbuster for hours on end, then you are highly unusual. You are also probably a hoarder. Seek help. Most of us hate doing those things. We prefer to have everything laid out in a tidy and easy-to-read fashion, so that we can make our selection from a limited supply of options, make our purchase, and go home. Retailers and websites that offer only a few products or services, but offer them expertly organized and displayed, do very, very well. Customers return, numerous purchases are made, excellent reviews are posted on Yelp, and everyone is happy. There are numerous practical benefits to embracing a simple philosophy with regard to packaging design, and here are the top ones that come to mind: ## **Ease of Use** Have you ever visited a website that was so thoroughly un-navigable that you just gave up? Websites with intro pages that take forever to load, huge amounts of advertising or irritating music files are likely to turn a potential customer off. The same principles apply to product packaging. Why overburden your customers with an unnecessarily complex design? Packaging needs to be eye-catching, no doubt. However, if your unique package is an encumbrance when it comes to actually removing the product, storing the product or consuming the product, customers will complain in the form of not buying your product. We’re not saying that every website and package must adhere to rigorous design standards (this is a democracy, after all), but try to remember how you typically shop. Are you enticed by a website with music playing, or do you immediately try to mute it or just click off? Do you bother viewing an entire intro page with animated graphics and photo slides, or do you instantly click “skip?” Does anyone like a site with tons of advertising? Similarly, do you immediately purchase a product simply because the packaging is cool, or because the packaging is well structured and practical? If you purchase items because they are encased in a sparkly container with tons of streamers and unicorns, then you’re probably a six-year old. Adults who need to buy soldering guns want quality, not splendor. ## **Relatability** Certainly, no designer wants to create packaging that looks exactly like everyone else’s, [that creates its own set of problems](https://www.smashbrand.com/articles/5-tips-for-packaging-design-that-draws-attention/), but the reality is, if the look is unfamiliar, people will scare off. Just look at Heineken’s recent package redesign — still the same look, but with an [altered bottle that now has the longer necks](http://www.youtube.com/watch?v=mSx262MV_yQ) people are used to from other breweries. Being different can pay off big, but if you don’t have a compelling reason to be different, you may lose out. ## **To Choose or Not to Choose?** We all believe that variety is the spice of life, but too much spice can ruin a dish. When you give the consumer too many choices, the consumer tends to respond by not choosing anything. Remember when televisions came in a few sizes, and you could walk into an electronics store and decide what to purchase in a single afternoon? You needed a TV and could get a reasonably sized model or a large, 28-inch family-room size. If you were a billionaire, you could get a flat screen to simulate a movie theater. That was, essentially, it. Today, we have so many options with regard to connectability, screen type, screen size and so many other features that thorough doctoral television research is involved with making a selection. A product with a reputation for having a set amount of distinguishable options and nothing superfluous keeps consumers coming back. They know what they need, where to get it and how to get it quickly. Isn’t that what everyone wants? Apple’s customers sure do. Ultimately, you do want to stand out from your competition. You want to produce the best product or service on the market. It certainly helps to have an instantly recognizable brand, [but that comes with design quality](https://www.smashbrand.com/articles/why-good-packaging-design-is-not-cheap/), not complexity. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [What Your Label Design Says About You.](https://www.smashbrand.com/articles/what-your-label-design-says-about-you/) **Published:** November 22, 2013 **Author:** Kevin Smith **Content:** Like your choice of clothing, hairstyle or nose ring tells the world if you are the sort of person who would likely qualify for a mortgage, so does your label design tell the consumer if the product is worth buying. When a consumer sees a product label, he or she not only expects to be dazzled by the glories of the style, color and font choices, but also by the clarity of the information provided. Organic! Natural! Manufactured in facilities near milk and tree nuts! We realize you’re excited about your product; you have every right to be. However, you can’t let your barely controlled excitement rule your choice of label design. Your label has to convey the best features of your product and brand in an attractive way. No one expects your exact product label or brand to endure for centuries, but the concept, if it is strong, should carry over into the next versions of your design. Whatever strategy you choose, know that your label should make the following clear: ## 1. You Know What You’re Doing The design of your label needs to be strong and confident, since this tells the buyer that your product was created by a brand that knows what it’s about. This is achieved by the clarity of the descriptions from a design perspective (spacing, schematics, colors, etc.) and wording. If your product is superior, you’ll want to let potential customers know in a way that puts you in a place of authority and expertise. Exclamations and saying that something is “the best” cheapen the product; they lead the savvy consumer to believe that the brand is desperate. Brands supremely confident in their products and services often use minimal verbiage on their label and rely on strong design elements and direct wording to convey the message. ## 2. You Have Faith in Your Product Do skilled artisans manufacture your product? Are the components in the product fairly traded? Do the finest European chefs use the same ingredients found in your snack crackers? You may want to mention these things [on your label](https://www.smashbrand.com/articles/what-kombucha-dogs-have-to-do-with-your-labeling-strategy/), since they indicate that your product stands out. ## 3. You Know Who You Are When we’re young, we use fashion as a personal identifier. Teenagers tend to over-accessorize, layer on oodles of make up, get strange multicolored hair cuts and commit other such aesthetic sins because they’re secretly unconvinced that they’ve become fully realized human beings. As a result, their personalities are totally obscured under the suffocating layers of trends. Once we’re older, smarter and less vulnerable to the hypnotic powers of YouTube style gurus, we tend to simplify our personal looks. In order for your product to project self-awareness, the label should embrace simplicity. What do the most respected products and brands have in common? Their personalities, goals and philosophies are abundantly clear. [This clarity is made known by the choice of clean and specific label design](https://www.smashbrand.com/articles/brand-message-who-is-your-daddy-and-what-does-he-do/). If you find yourself cramming photos, symbols, slogans, swirls, flowers, mountain vistas, and four different fonts onto your label, remember the thousands of gaudy friendship bracelets, layered socks, and socks and cross-colors of your youth, and reign it in. ## 4. You Respect the Gluten Intolerant …[or vegetarians, or woodland creatures](https://www.smashbrand.com/articles/three-things-your-food-labels-absolutely-need/), or people of all shapes and sizes or whoever it is you want to purchase your product. Remember, yours is only one of a thousand types of frozen yogurt/soap/body lotion/whatever on the market. Find what it is about your offering that makes it even slightly different, and use that difference to speak to a population that appreciates it. If your product is missing certain ingredients, chemicals, preservatives or other things that may be perceived by certain quarters as shortcomings, state it on the label. Very often, a brand is defined by what it doesn’t use just as much as it does. Human beings respond to visual cues; if they didn’t, there’d be no such thing as styling gel. Nevertheless, you want your product to be respected as well as noticed. Everyone loves a bit of flash, but since you’re selling a product and an image, your label must reflect your brand’s salient points. It is very tempting to design a label that is simply gimmicky and eye catching in the extreme, but what does that say about your judgment? Your taste? If your product would look perfectly at home nestled in a bargain bin, you may want to rethink your model. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Why You Don't Want to Go off the Grid.](https://www.smashbrand.com/articles/why-you-dont-want-to-go-off-the-grid/) **Published:** July 10, 2013 **Author:** Kevin Smith **Content:** If you’ve ever been soothed by the predictability and rigid organization of ice cube trays, demanded the ease and comfort of a lunch packed in a bento box or found Excel spreadsheets sexy, then read on, my obsessive/compulsive friend. An appropriately sized grid pattern is at the root of all well-structured Web design. It may not seem tremendously exciting, but following a 6 or 12 point grid pattern can not only help achieve an easy to understand and use website, but can also save money, as well. Grids are sets of horizontal and vertical line and column templates that guide the Web designer in spacing and size, which can help the designer achieve a harmonious and readable result. ## When to Use Grids Grids should be used whenever you are designing a site where the quick and efficient gathering of information is paramount (in other words, almost all the time). Even though the use of a grid template may seem confining, grids are flexible devices, and can actually encourage creativity, since the designer will be able to see what will and won’t work, *instantly*. Grids are fashioned in several ways: - **The Block Grid:** Essentially a large, single block delineating the parameters of the usable area. Also called a “manuscript” grid, a “single column” grid or a “do I really even need a grid for this?” grid. The block grid is best used for blogs, articles or large images. - **The Column Grid:** A sequence of vertical columns, particularly good for diverse chunks of information as one might find on a news site or a retail site. - **The Modular Grid:** A grid with both horizontal and vertical demarcations that is basically an evenly spaced series of boxes. The modular grid helps with strictly defined individual blocks of information and images. Using a modular grid when spacing sequences of small photos and captions can be helpful, but they are also quite confined; it is best to use a modular grid when exact specifications need to remain consistent. Tile floors, newspaper classified ad sections and the opening credit sequence of “The Brady Bunch” are all examples of the modular grid in action. - **The Hierarchical Grid:** The last chance grid; the grid you can turn to when none of the other grids is really appropriate. This grid has customized and varied column and [cell spacing](https://www.oreilly.com/library/view/web-design-in/0596009879/ch13s05s01s01.html#:~:text=Cell%20spacing%20refers%20to%20the,the%20cells%20in%20a%20table.), as opposed to the columns and cells that are more or less etched in stone in the modular and column grid templates. Hierarchical grids are more fancy-free than the grids above; they’re the bongo-playing, Kerouac-reading beatniks of the design pattern world. ## Yield to the Grid and Save Money Using a grid rather than attempting to structure a Web page free hand is tremendously time saving, and time is money, as the old cliché goes. Using a familiar grid also spares potential customers the frustration of having to adjust to an unfamiliar design sequence. When we visit a website, we don’t necessarily want to be dazzled by the inventiveness of an incoherent structure. When we spend more time than we should trying to figure out the website, we tend to click off. We’re used to navigating websites in a certain way, and we want to be spared the inconvenience of having to scrutinize the page to find out where we want to go. Customers desperately want to give you their money; [don’t discourage them by forcing them into a confusing maze of data.](https://www.smashbrand.com/articles/dont-navigate-yourself-out-of-a-customer/) You may think that it’s restrictive and uncreative to be hemmed in by a predetermined design template and, well, you would be wrong. Every artistic medium has *some* parameters; creativity lies in the ability to use those parameters to your advantage. So, what have we learned today? We learned that adhering to a grid helps Web designers create an aesthetically pleasing website that gently encourages site users to buy things. We learned that, like our parents, grid patterns can be rigid and strict, but can occasionally be flexible if we’ve done our chores. Lastly, we learned that even though the concept of a grid seems confining, sometimes we need to be confined for our own financial good. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Graphic Design Guide: Can Perfectionists Be Creative?](https://www.smashbrand.com/articles/can-perfectionists-be-creative/) **Published:** August 22, 2013 **Author:** Kevin Smith **Content:** There are certain professions in which you most definitely want to employ perfectionists: neurosurgery; astrophysics; aviation; demolition and basically anything involving artillery. None of these fields could reasonably be described as being largely creative in the body art, children’s finger painting, or every-concept-I-have-has-merit sense of the term. No, in the aforementioned fields, you definitely want someone who has a clear understanding of and appreciation for the fact that, within the contexts of certain scientific principles, there are right ways and wrong ways of doing things, and the right ways must be achieved meticulously and painstakingly at all costs. However, is this the person you want choosing the font for your logo? Your immediate answer might be “Yes, of course! Who wouldn’t want a conscientious and detail-oriented graphic designer?” This would naturally be a correct answer; one of many. That’s the problem with artistic media – mainly shades of grey exist. Perfectionists tend to be fairly rigid about their output, and in a field that requires almost endless flexibility, this quality could turn into a problem. Let us also keep in mind that perfectionists strive to achieve the concept of perfection that exists in their own minds, and needless to say, this isn’t “perfection” in the empirical sense. You can pay someone to obsess over the finer points of your logo or website design, but if their primary interest is achieving what they believe is perfect and not what you asked for or want, where is your money going? ## Brainstorming To proud left-brainiacs, the concept of brainstorming – getting a team together and bandying ideas around with the hope of galvanizing some productive action – may seem like efficiency anathema, at least if there are no spreadsheets and PowerPoint presentations involved. Nevertheless, sometimes we must wait for an explosion of creative inspiration in order to be truly productive. This does not mean we necessarily remain idle until a muse lands on our shoulders, but creativity can’t be rushed or manufactured in assembly-line fashion. Brainstorming can be messy; ideas can be contradictory, stupid or implausible within the context of the project, but it is still necessary to gather as many relevant and interesting thoughts as possible. [This is how innovation occurs](https://www.smashbrand.com/articles/brand-innovation-stop-imitating-start-innovating/), for those interested in developing something new. ## Abandoning Ideas and Starting Fresh This is where flexibility is most important. Not every concept can or should be carried into fruition with zero modification. If you’ve ever seen the director’s cut of your favorite film and found it practically unwatchable, you know what we mean. This is one of those circumstances that causes a great deal of vexation in left-brainers. It is human nature to always think that we are right, and anyone who disagrees just doesn’t understand the complexity of our intent or is, simply, a moron. Yet, the ability to adjust, negotiate and compromise is critical in an industry that relies heavily on focus groups, consumer opinion and surveys. ## Perfectionism vs. Conscientiousness Design of any kind requires a heavy dose of artistry. However, no matter how brilliant the artist, no one wants to work with a mad genius that simply can’t be relied upon to produce a clean and professional result. Walking the line between being reliable, completing projects on time and in an impressive manner and being in an obsessive frenzy about every detail is difficult (particularly if we’re operating on precious little sleep), but walk it we must. Being a touch obsessive with details is sometimes necessary, particularly if we’re not especially comfortable with or knowledgeable about a project. But we need a hint of relaxation and ease to ensure maximum productivity. Sometimes we simply can’t see beyond our own perspective. Our work and ideas may have great qualities, but malleability is often essential to produce the most effective result. If we get bogged down in minutiae, we are in danger of compromising the entire scope of the project. The expression “can’t see the forest for the trees” doesn’t exist for nothing. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Why You Google, and Don't Yahoo.](https://www.smashbrand.com/articles/why-you-google-and-dont-yahoo/) **Published:** May 8, 2013 **Author:** Kevin Smith **Content:** If you declared that you were going to “Yahoo” something, your friends would think that you’ve embraced some Appalachia slang term for driving a three-wheeled recreational vehicle into a ravine. Although Yahoo! (the exclamation mark is part of the brand name – get off our backs, AutoCorrect) has been a web [database](https://www.datasparc.com/)/search engine/webmail service since the mid-90’s, since the dot-com bubble burst, it has struggled not only to compete with mammoth Google, but to merely stay viable. Many of us still use Yahoo!; many of us have Yahoo! email accounts and check out Yahoo! news, sports and entertainment. Yet, Google is still the titan. Why? Why does the human race decide to embrace one product or service and abandon another? Why is this decision not necessarily due to the inherent merits of the product or service in question? Whatever happened to Betamax, anyway? ## **The Brief History of Betamax** For those of you too young to remember, in the olden days when we still embraced acid washed jeans and cellular phones were approximately the size of toaster ovens, video-rental stores (Ha! How quaint) used to feature both VHS tapes and Betamax tapes for rent. And then, suddenly we noticed that those little Betamax tapes weren’t even being offered alongside the ubiquitous VHS tapes anymore. Of course, no one actually owned a Betamax video cassette recorder so it didn’t really make a difference, and in reality we were kind of glad because we were getting sick of the emotional whiplash of briefly thinking a great movie was available and then seeing that the only copy was Betamax. However, it was reasonably agreed that Betamax players and tapes were the superior products. There was an AV geek minority that preferred Betamax’s crisper and clearer picture quality picture to VHS, but the VHS warlocks of marketing really hammered the extended VHS tape recording time home to the buying public. To be fair, Betamax began offering its own long-play video cassette recorders in 1977, so the long-play VHS option wasn’t really a legitimate advantage throughout the entirety of the 80s, but the damage was done. Betamax almost completely disappeared except in local television production, and VHS was mighty enough to trounce even the laserdisc – the cumbersome granddaddy of the compact disc/DVD/BlueRay. It could be argued that Betamax products were prohibitively expensive, which helped to initiate their downfall. But honestly, when has a product’s outrageous price ever really stopped the public from buying it when the marketing strategies were on point? Hello, Apple! ## **Branding, Baby!** Anyway, what does this have to do with Google? Well, Google is just as dominant in the web search engine market (and nearly every other communications market, for that matter) as VHS was in home entertainment. We uniformly decided that we liked Google; we were going to use it exclusively and turn it into a verb – the hallmark of any truly successful branding effort. Yes, we know Bing is trying to do the same, (Bing It On!) but it’s like giving yourself a nickname – it never really sticks and your friends all think it’s a little pathetic. Does this mean that Google search offers the very best, most comprehensive options and services? Not remotely! But Google gives us what we think we want for the moment, and we accept it. Although Google’s later diversifying attempts were wildly successful (Android and Cloud are taking over the world. Just deal with it), their branding put them over the top, iconographically speaking. We’re not just talking about their logo; [we mean the whole simple, clean and even insouciant presentation of their site and services](https://www.smashingmagazine.com/printed-books/smashing-book-5/). For a long time, Google was good for one thing and one thing only; scouring the web for information you wanted. When you are known for being the best at one thing, the public tends to flock to you; probably because a business that has mastered one service or product seems more trustworthy than a Jack of all trades. Be honest, those restaurants that serve pizza, donuts, tacos and sushi just don’t seem appealing, do they? So what have we learned today? We learned that it was a pretty good product before Betamax became a synonym for “obsolete,” it was a pretty good product. We learned that simple and effective marketing techniques; branding and commitment to excellence are essential to product success. We’ve learned that if a Web business is going to diversify, it should, ideally, diversify into groundbreaking products and technologies (Google Android and Cloud), rather than social networking sites and ringtones (Yahoo! 360; Yahoo! Mobile). Most importantly, we learned that the Betamax player we paid more than $1,300 for in 1976 only went for $110 on Ebay. We won’t even mention the devaluation of our Tandy 1400, or we might burst into convulsive weeping. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Fascinating Brand Innovation Examples Leaders Must Study.](https://www.smashbrand.com/articles/brand-innovation-examples/) **Published:** August 22, 2023 **Author:** Jason Vaught **Content:** Reviewing brand innovation examples before entering the CPG market is critical for understanding the dynamics of what works and what doesn’t. [Studies conducted](https://www.mintel.com/insights/consumer-research/role-of-innovation-future-cpg-industry/) in 2024 found that only 35% of global CPG launches are genuinely new products, while 65% are renovation–such as line extensions, reformulations, new packaging, or relaunches. As consumer interests evolve continuously, simply being just another brand won’t cut it. Your company must stand out—differentiated, unique, and disruptive. This article will discuss the most inspiring examples of brand innovation that change how you approach branding, product development, and marketing. From Oreo’s constant reinvention to Degree’s inclusive deodorant, you will learn how to use innovation to propel your brand forward. But it’s not just about coming up with new ideas. We’ll explore the importance of brand purpose, strategy, and execution in making your innovation successful. Because innovation without a clear direction is like a ship without a rudder – it’s going nowhere fast. ## Sustainable Packaging Innovation Product packaging is the initial point of contact between a brand and its target consumers. Therefore, companies should invest in innovative packaging to gain a competitive edge. Innovation in packaging can be in terms of sustainability, ease of use, etc. For example: ### Silent Pool Distillers’ Cardboard Gin Bottle Silent Pool Distillers’ cardboard gin bottle demonstrates how eco-conscious innovative packaging can align with brand values and market demands. The cardboard bottle is a unique [brand development example](https://www.smashbrand.com/articles/brand-development-examples/), differentiating Silent Pool in the crowded gin market. It’s a bold move that resonates with environmentally aware consumers, potentially increasing market share and brand equity. Silent Pool leverages this eco-friendly approach to reinforce its premium status and commitment to sustainability. The unique bottle design is a conversation starter, boosting brand awareness and recall. The company has positioned itself as an industry leader. This move appeals to eco-conscious consumers and sets a new standard in the spirits industry. The result? Enhanced brand perception, increased customer loyalty, and potential for market expansion. ### Mustela’s Plastic-Free Tubes Mustela’s plastic-free tubes represent a significant leap in branding innovation within the personal care industry. This initiative aligns perfectly with the brand’s core purpose of providing naturally derived skincare while minimizing environmental impact. The shift to plastic-free packaging exemplifies successful brand innovation, addressing growing consumer concerns about plastic waste. This initiative is part of a broader brand strategy emphasizing sustainability and corporate responsibility. By embracing plastic-free alternatives, Mustela is not just selling products but also envisioning a more sustainable future. Developing these tubes likely involved open innovation and collaborating with packaging experts. This approach to problem-solving demonstrates Mustela’s commitment to pushing industry boundaries. From a brand-building perspective, the plastic-free tubes reinforce Mustela’s image as an innovative, responsible brand. They serve as a tangible proof point of the company’s environmental claims, enhancing consumer credibility and trust. This packaging innovation is a critical component of Mustela’s [brand development strategy](https://www.smashbrand.com/articles/brand-development-strategy/). Mustela differentiates itself in a crowded market by leading the charge in sustainable packaging, appealing to eco-conscious parents, and potentially expanding its customer base. ## Eco-Friendly Material Innovations Global warming is growing exponentially, and consumers are becoming more worried about planet Earth. Therefore, innovations in eco-friendly materials within the CPG industry reshape brand strategy and drive growth by aligning with consumer values and regulatory demands. This shift towards eco-friendliness is not merely a trend; it reflects a fundamental change in consumer expectations and market dynamics. ### The Coffee Factory’s Compostable Coffee Bags What do you do with used coffee bags? Of course, you throw them away after using them—there’s nothing new about that. But what if the coffee bag you throw away is hurting the environment? To address this issue, The Coffee Factory has introduced compostable coffee bags. The brand addresses growing consumer concerns about environmental impact by utilizing materials that decompose naturally. This product innovation reduces plastic waste and enhances the brand’s overall perception as a leader in sustainability. Compostable materials align with current trends in eco-friendly packaging, making the product appealing to environmentally-conscious consumers. The compostable bags allow The Coffee Factory to differentiate itself in a competitive market through its unique [product brand development](https://www.smashbrand.com/articles/product-brand-development/). The brand effectively communicates its commitment to sustainability through marketing campaigns that highlight the environmental benefits of its packaging. This approach resonates particularly well with younger consumers, who are more likely to support brands that prioritize eco-friendly practices. ### Rema 1000s Dissolvable Labels REMA 1000 introduced dissolvable labels, another innovative idea that aligns with the growing demands for sustainable practices in the CPG market. These labels dissolve in water, leaving no waste behind, a significant step in process innovation. Eliminating the traditional adhesive labels reduces plastic waste and enhances the overall customer experience, meeting the consumer preferences for environmentally friendly products. This makes it a strategic move in the company’s brand strategy. Incorporating dissolvable labels into their product offerings strengthens REMA 1000s brand story. The company positions itself as a forward-thinking retailer that prioritizes sustainability without compromising quality. This innovative branding approach appeals to a demographic increasingly concerned with environmental impact. ## Ingredient Innovation in Food Ingredient innovation in food shapes CPG brands by offering healthier, more sustainable, and exciting options. It caters to evolving consumer preferences and addresses dietary needs. From plant-based proteins to functional superfoods, these innovations enhance product appeal, differentiate brands, and drive growth in a competitive market. ### The Function of Beauty’s Personalized Formulations Function of Beauty offers customized formulations tailored to individual needs; the brand leverages consumer insight to create a unique value proposition. This strategy meets diverse preferences and fosters brand loyalty by making consumers feel recognized and understood. The ability to personalize products is a key differentiator for Function of Beauty in a crowded market. The brand’s marketing effectively communicates how each item is crafted based on individual hair types, goals, and preferences. This approach reinforces Beauty’s identity as a customer-centric company, appealing to potential customers seeking products that cater to their needs. The brand positions itself as an industry leader by continuously adapting to consumer preferences. This commitment to personalization drives growth by attracting new customers and retaining existing ones, solidifying Function of Beauty’s reputation as a pioneer in innovative branding. ### Shine Drink’s Brain-Boosting Formula Shine Drink’s nootropic beverages exemplify cutting-edge innovation targeting brain-boosting benefits for health-conscious consumers. With a blend of natural ingredients like ginkgo biloba, green tea, and turmeric, they meet the growing demand for functional beverages designed to enhance cognitive performance. This successful product launch positions Shine Drink as a strong competitor in a traditionally dominated energy drink market. It appeals to those seeking healthier alternatives. Shine Drink’s marketing strategy is laser-focused on its unique benefits, such as improved concentration and enhanced memory. By leveraging deep consumer insight, the brand effectively communicates how its formulations stand out in the crowded energy drink category. This clear, data-driven messaging attracts potential customers and builds brand loyalty. The emphasis on natural, low-sugar ingredients aligns perfectly with current health trends, making Shine Drink an easy choice over conventional options. ## Smart Packaging Technologies Smart packaging technologies enhance the [brand development process](https://www.smashbrand.com/articles/brand-development-process/). These new products integrate digital features like QR codes and NFC tags, allowing companies to engage consumers directly and provide real-time information. This [strategic brand development](https://www.smashbrand.com/articles/strategic-brand-development/) improves consumer experience and reduces [brand development costs](https://www.smashbrand.com/articles/how-much-does-brand-development-cost/) by streamlining product tracking and inventory management. Using innovative packaging, companies differentiate themselves from existing products, resulting in brand loyalty through enhanced consumer interactions. This innovative approach aligns with current market trends, appealing to consumers who value transparency and convenience. It is a powerful tool for brand growth, enabling companies to adapt to evolving consumer preferences and maintain a competitive edge. ### Interactive QR Codes for Product Information Interactive QR codes have transformed how CPG brands share product information. It enhances customer experience through seamless access to digital content. By integrating QR codes into packaging, companies can provide detailed product descriptions, instructional videos, and promotional offers directly to consumers. This approach enriches content marketing efforts and aligns with modern digital marketing strategies to engage consumers. For instance, Heinz incorporates QR codes on its ketchup bottles to share recipes and nutritional details. Hershey’s employs QR codes to enhance transparency about ingredients and sourcing. These examples illustrate how QR codes support [brand development in marketing](https://www.smashbrand.com/articles/brand-development-in-marketing/) by fostering brand loyalty and attracting new customers through innovative product engagement. ### NFC-Enabled Packaging for Authentication NFC-enabled packaging is transforming product authentication and customer engagement. This technology allows consumers to access detailed product information, verify authenticity, and interact with brands by tapping their smartphones. By embedding NFC chips into packaging, brands not only elevate the customer experience but also ensure the integrity of their products. For instance, Johnny Walker has incorporated NFC-enabled labels on its Blue Label whisky, enabling consumers to track their bottles and receive personalized messages, adding a layer of exclusivity to the product. Similarly, Remy Martin uses NFC tags in its premium spirits to provide information on product authenticity and details, ensuring consumer trust and transparency. MM Packaging also offers NFC-enabled intelligent labels in the pharmaceutical sector, significantly improving patient safety and combating counterfeiting. These examples highlight how NFC-enabled packaging is integral to brand-building and innovation strategies. By enabling open innovation, brands can gather critical consumer insights, reinforce their [market presence](https://pearllemongroup.com/market-presence-definition-why-is-it-important/), and foster brand growth and consumer loyalty in an increasingly competitive landscape. ## Minimalist and Functional Packaging Minimalist and functional packaging isn’t just about aesthetics—it’s a strategic move that can redefine a brand’s market position. By stripping the essentials, brands create a clean, uncluttered presentation that resonates with modern consumers who value simplicity and sustainability. This design philosophy doesn’t just save on materials; it pushes designers to innovate, making every inch of packaging count. From a brand innovation perspective, minimalist packaging can impact market share and brand equity. Take Apothic Wines, for example: by reimagining their packaging with a sleek, minimalist design, they carved out a distinctive space in a crowded market. By investing in innovative design solutions, brands enhance their market presence and contribute to a more sustainable future—a win-win that aligns perfectly with the low-risk, high-reward outcomes we guarantee at SmashBrand. ### OLIPOP’s Clean Label Approach OLIPOP’s clean label approach exemplifies successful brand innovation by emphasizing transparency and health. This strategy enhances brand identity by clearly communicating ingredients and benefits, building consumer trust. The company effectively engages in brand storytelling by focusing on prebiotic formulations and avoiding artificial additives. Clean label philosophy boosts brand recall, as consumers easily recognize the brand’s commitment to quality. Such clarity in messaging differentiates OLIPOP from traditional soda brands, reinforcing a strong brand identity. The emphasis on natural ingredients and digestive health attracts new customers and builds brand loyalty among existing ones. ### Brightland’s Artist-Designed Olive Oil Bottles Brightland’s artist-designed olive oil bottles are a prime example of how brand innovation can seamlessly merge aesthetics with functionality. By collaborating with artists, Brightland doesn’t just create beautiful packaging—it crafts a compelling brand narrative that leaps off the shelves. This approach heightens brand awareness and solidifies a distinctive brand identity. The impact of these artistic designs goes beyond the visual. They align with consumers who value creativity and craftsmanship, developing emotional connections that elevate the consumer experience. This connection adds significant brand value, setting Brightland apart from competitors in a crowded market. Incorporating artist-designed elements into their packaging isn’t just a design choice; it’s a strategic move that aligns with Brightland’s commitment to promoting high-quality, premium products. This innovative approach attracts new customers and strengthens brand loyalty, driving increased market share and enhancing brand equity in the competitive olive oil sector. ## Upcycled Ingredients Using upcycled ingredients in CPG products is a standout example of brand innovation, embodying sustainability and resourcefulness. This strategy turns food by-products and surplus materials into valuable ingredients, significantly reducing waste and minimizing environmental impact. Brands like ReGrained and Toast Ale are at the forefront of this movement, creating products that stand out for their uniqueness. This approach speaks directly to consumers, prioritizing sustainability and driving market share growth. Using upcycled ingredients is more than just a trend—it’s a forward-thinking solution that aligns with modern consumer preferences, delivering on both environmental responsibility and business growth. ### Pulp Pantry’s Veggie Chips from Juice Pulp By transforming what would typically be waste from vegetable processing into a valuable ingredient, Pulp Pantry tackles the issue of food waste head-on while aligning with the growing sustainability trend. This strategy strongly matches the needs of environmentally conscious consumers, boosting brand awareness and equity. The use of juice pulp not only reduces waste but also allows Pulp Pantry to create a truly unique product that stands out in the crowded snack market. This innovative approach strengthens the brand’s identity, reflecting a deep commitment to health and sustainability. ## Data-Driven Brand Innovation and Development Want to build a unique brand identity and stand out in a crowded market? SmashBrand can help. Our data-driven [brand development](https://www.smashbrand.com/articles/brand-development/) and innovation strategies will increase your brand recall, help you build a distinguished identity, and become an industry leader in the target category. Contact us today to discuss your project. **Categories:** Strategy, Design --- ### [Vintage Packaging Design: When To Lead With Nostalgia.](https://www.smashbrand.com/articles/vintage-packaging-design/) **Published:** December 20, 2022 **Author:** Kevin Smith **Content:** In times of uncertainty, consumers make purchasing decisions based on historical trust and feelings of nostalgia. This statement might threaten Challenger brands, but when your brand positioning aligns with the consumer’s past experiences, you can swing the pendulum in your favor. One means of capturing market share in such turbulent times is attaching your brand to the memories of a consumer’s childhood or stories told by previous generations. Brands can accomplish this by creating an effective vintage packaging design, whether intentionally or through an accidental alignment. Brands that choose vintage product packaging are not an anomaly, as vintage (including retro and nostalgia) is a packaging design trend in almost every CPG category. ## **The Danger of Vintage Packaging** Before hiring a bunch of spec work packaging designers, you need to recognize the trade-off of vintage vs. modern design. Will consumers see vintage as outdated rather than back in style? Will a vintage theme prevent you from differentiating in a meaningful way? We can answer these questions by testing your design against more current design trends. Before [concept testing](https://www.smashbrand.com/articles/concept-testing/), you can save time and exit this design strategy early by reviewing the following questions. If you cannot answer “yes” to all, consider another direction for your brand. 1. Does it align with your existing brand essence? 2. Is the “nostalgia-approved” customer audience broad enough to define your target market? 3. Does vintage in your category represent an appearance of quality or mediocrity? 4. When reviewing your competitive landscape, will vintage be white noise? It helps to reverse the point of view from which we look at these questions. Make sure you still answer yes to each of the following questions. 1. Can you remove subjectivity from the design process and still find retro packaging to fit how consumers understand your brand theme? 2. Are there enough potential consumers for your nostalgic look to gain traction or, better yet, go viral? 3. Do consumers look at your category and say, “they don’t make them like that anymore”? 4. Does your vintage appeal stand out (perhaps promoting higher quality) against other shelf competitors? ## **Vintage is In The Eye of the Beholder** An important consideration is how vintage means different things to different consumer demographics. While Gen Alpha might rock a Nirvana shirt, the feeling of nostalgia differs from their millennial parents. The daughter remembers listening to Nirvana with her mom (questionable parenting?), whereas the mom remembers listening to Nirvana with her friends.  In packaging, how do you differentiate between nostalgia, retro, & vintage for these different age demographics? Do you tailor retro designs for a specific generation, or cross-pollinate the design to serve many generations? ## **Is Vintage The Right Move For Your Brand?** Brands (hopefully) understand that they cannot include all packaging design trends if they want to prevent consumer confusion. For example, a minimalist packaging design makes implementing a 1970s retro look improbable. Deciding that the vintage style is smart for your brand means you will let go of other potential product design strategies. If your team agrees and you’ve determined that vintage helps reinforce your brand identity, it’s worth testing against other design concepts. ## **Elements of a Vintage Package Design** Once ready to go retro, you must decide which package design elements you will focus on for this strategy. Let’s look at the three elements that make up retro packaging. ### **Vintage Packaging** Going with a vintage package is often more expensive, limits your vendor partnerships, and impacts your supply chain. Brands unwilling to take this risk can look for existing packaging shapes that best provide this vintage look. The packaging experience is another consideration for those who want a throwback look. If the user experience is less satisfying, determine if the issues are correctable or if you need to go in another direction. ### **Vintage Fonts** While vintage packaging discusses many generations, we limit typography to only the most memorable periods. There might be something to learn from this. Unless you go with an early to mid-century roman or gothic style, the font choice is less critical to the overall design theme. ### **Vintage Illustrations** The illustration most clearly defines vintage since it catches the consumer’s eye from afar. There are endless directions you can go with your vintage design strategy. Our most important recommendation is to test whether consumers think the design is “cool” or if it leads them to grab the product off the shelf and place it in their cart. ## **3 Vintage Approved Packaging Strategies** While there are many strategies to support a vintage design, here’s a look at three key ways to leverage the benefits of a vintage design. ### **‘Tis The Season For Vintage Packaging** Brands can still leverage a throwback look to push revenues forward, even if they cannot align vintage packaging designs with their brand identity. One way to accomplish this is through a holiday packaging design. The vintage aesthetic does exceptionally well during the holiday season and is an excellent way to build buzz around your brand. Whether through gift baskets or limited edition SKUs, consider how to take your food packaging to include a vintage look. ### **Aligning With Television Nostalgia** The pandemic created a media growth opportunity through television nostalgia, and brands can align with these programs as a part of their [CPG brand strategy](https://www.smashbrand.com/articles/cpg-brand-strategies/). While you shouldn’t create a packaging design solely based on a successful television show, paying attention to television trends helps to identify repeatable patterns. If you find a period of nostalgia repeating itself, it may be worth creating a look to sync with this era. ### **Brand Collaborations With Specialty & Vintage Retailers** One way to out-position other CPG brands and find shelf acceptance in boutique retailers is by having a vintage look that aligns with their customers. A sweets company can revisit its old [candy packaging design](https://www.smashbrand.com/articles/candy-packaging-design/) and find a home with an online retailer such as [Vintage Candy Co.](https://vintagecandyco.com/) New coffee brand may find that a mid-century design aligns with a brand like bass pro shops.  A sweets company can revisit its old candy packaging design and find a home with an online retailer such as Vintage Candy Co. ## **How To Go Vintage Without Going Stale** [Package design testing](https://www.smashbrand.com/testing/) is the only way to determine if the vintage look will outperform other designs. At SmashBrand, we are a full-stack packaging design agency that performs extensive consumer testing throughout the design process. Our design & testing team will determine whether a vintage look will resonate with consumers and lead to greater purchase intent for your brand. Book a time to discuss your project with our team. **Categories:** Strategy, Design --- ### [How To Develop an Efficient Brand Positioning Map.](https://www.smashbrand.com/articles/brand-positioning-map/) **Published:** January 23, 2024 **Author:** Jason Vaught **Content:** What if there was a simple visual tool to map your brands position against competitors? A strategic compass that guides your messaging and marketing strategy? Well there is and its called the brand positioning map; a robust framework that once created, differentiates your brand in customers’ minds. Embracing the brand positioning map helps companies to optimize their positioning strategy effectively. But how does a brand create one? We created this article as a complete guide that takse you through developing your positioning map to unlock new opportunities. In this guide you will discover how to identify perceptions, assess competitors, find strategic gaps, and define your brand’s unique value proposition. With these step-by-step instructions, you will learn how to develop a practical map that guides the [brand positioning strategy](https://www.smashbrand.com/articles/brand-positioning-strategy/). Whether a small business or a global brand, a thoughtful positioning map is the cornerstone for success. Let’s learn how to create one for your brand and leverage it for strategic clarity and growth. ## Why are Brand Positioning Maps Important? Brand positioning maps, or perceptual positioning maps, are critical strategic tools for modern brands looking to differentiate in competitive markets. These visual frameworks map out the current brand landscape by plotting your brand against competitors based on attributes like price, quality, and benefits. This positioning reveals gaps in the market that have not yet been exploited and areas where brands converge. With this aerial view, brands can see where they currently sit in consumers’ minds and decide where they want to be positioned. The brand positioning map brings this competitive analysis to life. It informs core brand positioning and messaging that resonates. In today’s crowded digital space, standing out requires brands to know their [unique value proposition](https://www.smashbrand.com/articles/creating-your-brand-value-proposition/ "unique value proposition") and what makes them better in reality or at least consumer perception. The positioning map provides this strategic clarity for effective brand positioning. ## Developing the Brand Positioning Map Developing the brand positioning map may sound simple. But in reality, there are a lot of factors that influence the outcome. Companies must always follow a systematic approach, mapping a complete brand or individual product positioning. There are vital steps to follow when making this helpful map. Here are each of the steps which we will discuss in detail. - Thorough market research. - Identifying your brand and its competitors. - Determining the right attributes to map. - Plotting your brand’s position. - Mapping competitors. - Identify gaps in the market. The result? A clear plan to differentiate your brand with strategic gaps highlighted. The following are essential steps when creating a brand positioning map that works. ### Conduct Market Research Market research is [the basics of brand positioning](https://www.smashbrand.com/articles/the-basics-of-brand-positioning/). It helps companies to extract valuable insights and learn about market trends and customer perception. It provides meaningful data on changing consumer preferences. Companies can get information such as how customers perceive the brand, how potential customers view competitors, and the list goes on. During this stage, companies may utilize surveys, interviews, focus groups, heat mapping, and other ways to understand the needs, desires, and interest, of the target customer group. In this stage we may ask probing questions to understand needs and wants. Businesses must pay attention to how target customers describe their similarities and differences. ### Identify Your Brand and Competitors Once the research is conducted and companies have collected insights from the data, now is the time to identify the brand against its competitors. At this stage, businesses should list competing brands in their space. This list will act like a complete data frame with possible columns like brand a, brand b, brand c, and brand d. Companies must analyze how their brand is perceived by utilizing the insights from the market research. What attributes or benefits come to mind? Does the brand elicit certain emotions? This exploratory data analysis will help them understand what makes their brand unique in the minds of consumers. Do the same for competitors. Learn about their associations and [brand positioning](https://www.smashbrand.com/brand-positioning/), and identify their similarities and differences. ### Determine Axes and Variables Selecting the right axes is critical for a practical map. Focus on variables that shape consumer perception and drive purchase decisions. Price versus quality? Innovation or reliability? Pick attributes that differentiate the brand. Plot these as perpendicular axes. Effective axes reveal strategic gaps and opportunities. With salient variables, you can accurately map your brand’s position against competitors. It informs opportunities to refine the brand positioning strategy. ### Map Your Brand Position With axes defined, plot your brand position on the map. Consider current brand perception and where you want to be—plot based on extensive research into brand identity and attributes. Stake out your ideal territory. But stay grounded in reality. An aspirational but achievable spot builds credibility. Reinforce strengths that set you apart. Address any perceived weaknesses. An accurate plot enables the strategy to close gaps. Dialing in your brand position prepares for competitor mapping. ### Map Competitor Positions Once your brand is mapped, plot competing products. Analyze their market share and brand perceptual map positions—plot direct competitors near your brand on relevant attributes. But leave white space between. Avoid overlap. Map aspirational and budget brands, too. Seeing the competitive landscape illuminates gaps. Are there uncontested territories? Areas to edge into? Mapping competitor positions reveals strategic opportunities for differentiation, repositioning, or expansion. An insightful map informs marketing and messaging. ### Identify Gaps And Opportunities Analyze the perceptual product positioning map with your brand plotted among competitors. Look for open market gaps in desirable territory. Competitors in these areas have yet to stake out present opportunities. Consider your strengths and capabilities. Identify strategic white spaces you can own to gain a competitive advantage. Plot a plan to reposition products and messaging to fill gaps. An insightful map reveals possibilities for differentiation and growth. Keep assessing the landscape. As positions shift, new gaps will emerge. ## Strategizing Based on Your Map After developing the brand positioning map, the next step is to analyze the data provided by the map and use it to optimize positioning strategies. This approach enables companies to make informed [decisions based on data](https://www.sciencedirect.com/science/article/pii/S0969698922000820) rather than guesswork. The brand positioning map can help optimize the brand strategy in the following ways: ### Craft A Positioning Statement The [brand positioning statement](https://www.smashbrand.com/articles/brand-positioning-statement/) of a company can make or break the strategy. Businesses can effectively utilize the brand positioning map to fine-tune their statement first. A company may highlight its brand’s key benefits to the target audience. They should focus on a compelling emotional benefit vs. competitors. For instance, “Brand provides high-quality customer service to busy professionals seeking reliable support.” The statement must differentiate the brand in the minds of customers. It informs marketing, so messaging reinforces the unique strategic positioning. An effective statement keeps the brand promise. ### Define Your Target Audience As mentioned, intelligent brand positioning maps provide marketers with keen insights into customer perceptions. Plot the brand alongside competitors to show where it stands on attributes that matter the most to different target segments. Is it offering better customer service? Is it offering a low price? Analyzing these gaps gives the opportunity better to meet the needs of an untapped target audience. It visualizes the differentiation of the brand for each audience segment. Based on this information, companies may refine their messaging and offerings to position themselves with priority groups better. As a result, businesses can experience growth in their market share by gaining more customers. ### Create A Marketing Strategy And Campaign A well-structured brand positioning map provides a strategic foundation for the marketing strategy. It helps companies to learn about gaps and opportunities for improvement and increase their market share. Companies can use this data to make their marketing campaigns stand out. For example, they may utilize the data to optimize their messaging and outreach. They may target the defined customer segments in unique positioning territories. Businesses can also craft compelling campaigns that adequately convey the value proposition. For digital marketing, it can help optimize the content for search terms. Companies can also use maps for effective resource allocation to strengthen the desired brand identity. ### Build Your Brand Identity And Personality. A brand positioning map is like an explorer’s treasure map. It reveals hidden opportunities that make the brand stand out. A company should analyze the map to discover open areas to state unique personality attributes. If reliability gaps exist, it may build messaging to position the brand as dependable and consistent. If the company finds innovative spaces, it must embrace imaginative branding that reflects creativity. When identity springs from the map, it helps to make the authentic positioning shine. A company’s brand personality must step from strategic gaps only it can fill. ### Increase Brand Loyalty Positioning maps are also an effective way of increasing brand loyalty. They highlight untapped opportunities where companies can rise and shine. Businesses may plot strategies specifically tuned for those gaps to fill the space. For instance, if the map reveals a reliability gap, a company can boost loyalty through consistent dependability messaging if the map reveals a reliability gap. A company can develop bonding experiences unavailable elsewhere if it reveals community-building potential. When strategic differentiation resonates, loyalty follows. Customers will connect and commit to the identity a map helps carve out. ## Best Practices for Positioning Maps - **Simplicity is key:** The most insightful maps are clean and uncomplicated. Avoid clutter that obscures the core insights. - **Strive for clarity:** Use succinct, descriptive labels that instantly communicate perceptions. Leave no room for misinterpretation. - **Update regularly:** Customer perceptions shift over time. Revisit the map every six months to realign with evolving needs. - **Integrate with strategy:** Let the map guide your overall brand strategy, as [Al Ries](https://repository.unikom.ac.id/id/eprint/2233) suggests. Fill gaps where competitors fall short. - **Connect to messaging:** Use map insights to craft consistent communications reinforcing your unique positioning. - **Focus on differentiation:** Look for open spaces where your brand can stake out differentiated attributes. - **Know your customer:** Plot perceptions for well-defined customer segments to reveal relevant opportunities. - **Test assumptions:** Validate map insights with customer research to confirm accurate positioning. ## Data-Driven Brand Positioning Are you struggling to differentiate in a crowded market? Do you wish you could visualize exactly how consumers perceive your brand? SmashBrand’s data-aware brand positioning maps are an effective tool for building a framework that works. Discover strategic gaps competitors miss. Let us guide through our Path To Performance™ process to craft a winning brand development strategy that leverages your unique positioning. **Categories:** Strategy --- ### [The Ultimate Guide To Logo Rebranding.](https://www.smashbrand.com/articles/logo-rebranding/) **Published:** September 20, 2023 **Author:** Jason Vaught **Content:** In a world of visual storytelling, a logo is more than a decorative element; it’s the most critical brand asset for increasing memorability in the minds of consumers. A logo must resonate yet remain etched in time so that your products become more than a use-case; they become a habitual response where consumers look to no other option. Every brand must consider these important facts before engaging in logo rebranding. While there are many resources on creating a new logo, we’ve decided to give you, the reader, a look at the SmashBrand process for redesigning a logo. In this complete guide, you will learn how to tweak or overhaul your logo to capture contemporary consumerism while retaining any aspect of brand heritage that research suggests will lead to greater customer loyalty. Let’s get started. ## When To Consider A Logo Rebrand Making a spur-of-the-moment decision to rebrand a logo will always be a bad idea. Unfortunately, it’s the strategy many brands take, often leading to a loss in brand identity. Even more critical than product rebranding, having an appropriate “when and “why” for your logo redesign is a fundamental line item on a [rebranding checklist](https://www.smashbrand.com/articles/rebranding-checklist/). Here’s a look at some of the most important [rebranding questions](https://www.smashbrand.com/articles/rebranding-questions/) to ask for deciding [when to update your branding](https://www.smashbrand.com/articles/when-to-rebrand/ "when to update your branding"). #### Shelf Competition Feel like you are getting lost in the crowd? Consider performing a logo refresh during a packaging redesign to help stand out on cluttered retail shelves. #### Consumer Trends Have consumer trends evolved in a way that puts your logo out of touch? You should review your [logo design](https://missdetails.com/find-the-right-logo-design-option-for-your-business/ "logo design") to see if it speaks to today’s consumers. #### Retailer Demands In some situations, retailers may suggest that your brand is too similar to that of competitors. You may need to redesign your logo to satisfy retail partners. #### Product Expansion Introducing new, diverse products and need to adjust your brand architecture? Updating your logo to fit your brand and line extensions may be necessary. **Read More:** [A Complete Guide For Rebranding Products.](https://www.smashbrand.com/articles/rebranding-products/) #### Name Change Are you being forced or volunteering to change the name of your brand? A logo rebrand will be necessary. #### DTC To Retail Are you a direct-to-consumer brand entering the retail market? These new channels will require you to rethink your logo’s appearance in a physical store. #### Global Markets Are you taking international expansion seriously? You may need to modify your logo so that it is culturally adaptable. #### Seasonal Relevance Are you creating a limited-time or holiday strategy? Consider a temporary logo tweak that distinguishes yourself in a way that temporarily attracts and excites consumers with your scarcity offerings. #### Mergers Have you recently joined forces with another company? Creating a unified logo that encapsulates the new brand identity may be time. #### Brand Maturity Have you outgrown your bootstrap budget startup look? Returning to the drawing board to create a mature, refined logo is not too late. #### Messaging Clarity Do you feel like your original logo design was a mistake? That gut feeling may be right, indicating it’s time to rebrand so your logo communicates your brand essence. #### Audience Shift Have you recently identified that your product serves a different market and are looking to target a new (perhaps more narrow) demographic? Updating your logo to appeal to this new audience can help your brand become distinct from competitors. #### Innovation Are you on the verge of disrupting your industry? If your product is as much of a game changer as you think, make sure your logo mirrors the impact you are about to have on the market. #### Digital Transformation Is your brand going digital or went digital without considering a rebranded logo? Optimize your logo during a [website rebrand](https://www.smashbrand.com/articles/website-rebranding/) to be impactful across all screen sizes and platforms. #### Crisis Recovery We hate to ask, but are you hoping to recover from bad press? While you will need a PR expert to carry the heavy load, you may need a new logo that signifies a fresh start and regained trust. #### Investment or Funding Have you recently received an investment in your company? While it may sound silly, a logo refresh may be necessary to represent this new growth phase of your company. Cultural Sensitivity While this is a lengthy list of your reasons for rebranding, you may have one we have not yet considered. Ultimately, the real “need” of rebranding your logo comes down to what consumer testing indicates. You will learn more about this further along in the article. ## The Risk of Rebranding A Logo Now that we’ve hinted at the need for consumer testing, it’s a good time to talk about the risks of changing one of the most critical elements of your company’s branding. Here’s a look at the potential [risks of rebranding a logo](https://www.smashbrand.com/articles/risks-of-rebranding/). **Read More:** [The Worst Rebranding Failures From The Biggest Names.](https://www.smashbrand.com/articles/rebranding-failures/ "The Worst Rebranding Failures From The Biggest Names.") ### Throwing Away Brand Equity Do not immediately assume that your existing customers will accept a logo rebrand. Even the best of logo rebrands will have some customers scratching their heads. It’s an unavoidable fact, but the risk presents itself when your logo rebrand causes people to miss (brand recall) and misunderstand your brand. ### The Cost of Logo Rebranding Most logo rebrands have little to no impact on brand awareness or customer loyalty. And while the decision makers might say, “Well, it was worth a shot,” the reality is that this effort cost them dearly. A rebrand that does not elicit a positive impact is a net negative for the company as it exhausts much-needed capital and resources you could use elsewhere. **Read More:** [Breaking Down The Costs Of Rebranding.](https://www.smashbrand.com/articles/cost-of-rebranding/) ### Creating Consumer Confusion Whether it’s your target audience, industry media, or the internal team, if the rebrand creates confusion, it will hurt short-term and long-term revenues. Like a country’s flag, a logo is what people most identify with, and they will not stand up and solute if they feel confused about its meaning. ### Johnson & Johnson Rebrand Case Study One [logo rebranding example ](https://www.smashbrand.com/articles/rebranding-examples/ "logo rebranding example ")that makes you say, “Huh,” is [Johnson & Johnson](https://www.smashbrand.com/articles/johnson-and-johnson-logo-rebrand/ "Johnson & Johnson"). The company’s brand management team decided to rebrand this iconic logo in a way that removed a significant piece of the brand story and memorability. “Wow. It lost its special-ness, and any indication of caring or human empathy. To me, it looks like a 1970s old-school manufacturing company logo.” – Christy Lebor. ## How To Rebrand A Logo Like every aspect of changing a company and its products, having an effective rebranding strategy is pivotal to the campaign’s success. But before you get to the strategy side of branding, you must first engage in brand understanding. ### Conduct Market Research Market research is a critical component of the rebranding process. It’s the 30,000-foot view that gives you the lay of the land so that you can identify the stickiness of consumer trends and have a historical view of your industry. ### Perform A Brand Audit Are you aware of how much brand recognition you have? Do you understand what existing and new customers think and feel when they see your brand’s logo? Before you even consider touching the logo’s graphic design, perform a brand audit to establish a baseline understanding of the brand identity by performing a customer sentiment analysis. While you can perform some of this yourself, working with a data-driven [rebranding agency](https://www.smashbrand.com/rebranding/ "rebranding agency") will make this a much smoother and more detailed process for better clarity about what customers and those within your target audience think about your brand as it stands today. ### Prepare A Brand Strategy With a market and brand understanding, the next step is to create the logo rebranding strategy. This strategy establishes various positioning strategies where the team deliberates which is the best for the brand to move forward with. ### The Pepsi Rebrand In a category where the category leader has perhaps the strongest brand identity of any industry, your logo rebrand strategy better be on-point, or you will get destroyed by this competitor. The Pepsi logo rebranding is an example of strategically thinking through the process, retaining memorability, and sharpening the look. Pepsi is an example of a [successful rebrand](https://www.smashbrand.com/articles/rebranding/) that every company should include in the ### Create Design Concepts Having decided on how to position your brand through a logo redesign, it’s time to hand off a comprehensive brief to a graphic designer or firm that will create various concepts for consideration. For brands working on a budget, using a [logo maker](https://www.logogenie.net/) can be a cost-effective way to generate initial design ideas. Initially, the brand provides input into what initial concepts make the most sense for the company. When you work with a rebranding agency, they will present several refined concepts you take to consumers to remove subjectivity from the final decision. ### Perform Brand Testing Consumer testing is a logo redesign’s most important yet least considered aspect. It’s how you ensure customers will embrace this [refreshed brand identity](https://www.smashbrand.com/articles/brand-refresh/). Impactful brand testing for logo designs includes validating memorability, **Metric** **Description** **Recognition Speed** Measures how quickly participants recognize the brand based on the new logo. **Brand Recall** Tests how well participants can recall the logo after a set period. **Emotional Resonance** Assesses the emotional impact of the logo, such as trust, excitement, or sophistication. **Association Accuracy** Check if the logo’s elements and colors align with intended brand qualities (e.g., eco-friendly). **Usability** Evaluate how well the logo displays across various platforms and media, both digital and print. **A/B Testing Scores** Compares the performance of multiple logo options based on metrics like click-through rates. **Cultural Relevance** Assesses the logo’s reception and understanding across different cultures. **Distinctiveness** Measures the logo’s uniqueness compared to competitors or logos outside the industry. **Focus Group Feedback** Gathers qualitative insights that quantitative metrics might not capture. **Net Promoter Score** Asks how likely participants will recommend the brand based on the new logo. **Cost Implication** Considers the cost of implementing the new logo against the perceived benefits. ### Prepare For Iterations Including an iterative process within your rebranding effort ensures you squeeze as much juice as possible from the initiative. Even if testing indicates one logo design is better than the others, there’s still redesigning work to be done to improve its overall impact on the target audience. It’s the iterative process that separates the good from the great. ## How To Launch A Logo Rebrand A rebrand is a hype opportunity where you can create conversations with existing customers and the media. These conversations are like lighter fluid on a fire, but to take advantage of this opportunity, you must invest in a go-to-market strategy for the new branding. The strategy must be creative and disruptive to be noticed and catch fire. ### Internal Discussions Like Old Spice did in the late 2000s, educating your internal team about a new logo strategy ensures you are all on the same page and can speak confidently about the updated brand identity. Everyone on the team should receive the [rebrand presentation deck](https://www.smashbrand.com/articles/rebrand-presentation-deck/ "rebrand presentation deck") which includes brand guidelines documenting the new visual identity and how it changes the brand moving forward. ### Retailer Discussions Communicate even seemingly small (compared to product packaging) changes like a new logo design should be communicated with your key retail partners. Including them in the rebranding rollout plan helps them clear out old inventory, signage, and promotional items that can lead to brand confusion. ### Rebrand Marketing Strategy Your rebrand marketing campaign is where the rubber meets the road. It’s the point of a new logo launch that has the most significant impact. Don’t kid yourself if you think a social media campaign and PR release are enough to create virality around the [rebrand announcement](https://www.smashbrand.com/articles/rebranding-announcement/ "rebrand announcement"). You must find unique ways to remove familiarity from the old logo and put it all on the new one. ### Monitoring KPI’s When considering key performance indicators to measure the success of your logo redesign, you must keep the overall company objectives in mind. Yes, you must focus solely on this direct change, but it should align with and contribute to broader business goals such as increased brand awareness, customer engagement, or market share. Here are the top KPIs to monitor for a logo rebrand. **KPI** **Description** **Tools/Methods for Measurement** Brand Awareness Tracks the number of people talking about your brand before and after the rebrand. Google Analytics, Social Listening Platforms, Surveys Website Traffic Monitors visits to your website, along with time spent and bounce rates. Google Analytics Customer Engagement Measures interaction levels on social media platforms (likes, shares, comments). Social Media Analytics Sales Metrics Evaluates revenue, conversion rates, and average order value. Sales Dashboards, CRM Systems Customer Retention and Acquisition Keeps an eye on churn rates and new customer acquisition rates. CRM Systems, Customer Surveys Media Coverage Amount and quality of media mentions. Media Monitoring Services, Google Alerts Customer Sentiment Gauges public opinion about your rebrand. Sentiment Analysis Tools, Customer Surveys Costs and ROI Monitors costs against outcomes to calculate ROI. Financial Analysis Software Employee Engagement Measures internal adoption of the new brand. Internal Surveys, Feedback Competitive Positioning Assesses market standing relative to competitors. Market Research, Competitor Analysis Influence Reach Checks if rebranding efforts are affecting audiences beyond your target market. Google Analytics, Social Media Analytics ## Data-Driven Brand Development That Can Guarantee Sales Performance. If you need a rebrand with performance predictability, we can help. SmashBrand is a brand development agency that researches, designs, and tests all products to ensure peak shelf performance. Book a time to discuss your project with our team. **Categories:** Strategy, Design --- ### [A Complete Guide For Mastering The Naming Process.](https://www.smashbrand.com/articles/naming-process/) **Published:** August 24, 2022 **Author:** Jason Vaught **Content:** Did you know that a well-crafted product name can make or break a business? Research suggests a solid brand name can significantly increase sales and [investor interest](https://hbr.org/2013/09/investors-will-like-your-compa). But with many factors to consider, from trademark laws to cultural sensitivity, how do you identify that your product name stands out, represents what the brand stands for, and avoids long-term issues? In this complete guide to mastering the naming process, We cover all of this, taking you through everything you need to know to craft the perfect name. From brainstorming techniques to trademark research, we’ll equip you with the knowledge, strategies, and tools for creating a name that resonates with your target audience and sets your business up for future success. Ready to take your brand and [product naming](https://www.smashbrand.com/articles/product-naming/) game to the next level? Good, let’s get started. ## The Science Behind Naming Naming is a critical aspect of the brand strategy and is the foundation for future branding. A well-crafted brand name ensures that a business will stand out in a crowded marketplace and create the necessary emotional connection to attract its target audience. However, creating a solid brand name rarely happens by chance; in 99% of cases, it requires a deep understanding of the science behind naming and applying it systematically. A brand name must find harmony in being memorable yet easy to pronounce. While consumers are more likely to remember and recommend products with simple and easy-to-pronounce names, they also must be distinct from the competition. There are many examples in front of us, such as Dunkin’ Donuts, Walmart, Amazon, Google, and the tool many use to start the naming process, ChatGPT. Let’s look at some essential factors to understand the science behind the brand naming process. ### Human Psychology Human psychology plays a crucial role in the product and brand naming process. A well-crafted [brand name can evoke emotions](https://hbr.org/2015/11/the-new-science-of-customer-emotions), create a sense of identity, and establish a brand’s positioning in the minds of consumers. To leverage human psychology, a company must understand its target audience and their preferences. The name of the product or service must align with their preferences to improve the brand positioning and overcome competition. A good name must develop a solid brand identity. For instance, when people hear the word “Nike,” the first thing that comes to mind is sports and athletes. In this naming example, they took much consideration when shifting their name from “Blue Ribbon Company” to a name representing the Greek goddess of victory. ### Cultural Influences Cultural influences are essential to the naming project when naming products or brands. A brand name that is offensive or insensitive to a particular culture can have negative consequences for a business, including loss of sales, damage to reputation, and legal issues. [Product naming strategies](https://www.smashbrand.com/articles/the-essential-elements-of-effective-brand-naming/) are welcome to use controversial naming but only in a way that stirs conversations, not insulting or harming a particular audience. Different cultures may have various associations and connotations with certain words or phrases, so a brand must first check to see the impact on its name in the international market. Similarly, a company may use cultural influences to boost its brand identity and select a new product name to bring an international flair into its domestic sales channels. ### Naming For Scale Avoiding a descriptive name for a new brand is always a good idea when selecting the right name. Names too descriptive and related to a single product or line of products can make things harder for companies to leverage for line extensions. Descriptive names might help create an initial brand identity (think plant-based protein), but the company won’t be able to branch out to other services or products. Consider a generic example; for instance, a company named “XYZ Software” wants to branch out into hardware. The name may not accurately reflect the new offerings and confuse customers due to the company name. Therefore, unless you have a specific reason, avoid descriptive names for brands, which may prevent scaling the business and branching out to other services and products. ## Brand Naming - The brand naming process involves creating a name representing a company’s overarching identity and values. - Brand names must be generic instead of too descriptive and niched to some specific categories. - It aims to evoke emotions and associations about the entire brand, fostering a deeper connection with customers. - Brand names influence how the market perceives the whole company and its offerings. - Branding specialists design brand names with a long-term perspective, intending for them to endure changes and expansions. ## Product Naming - Product naming involves creating distinct names for individual products or specific product lines. - It emphasizes describing the product’s features, benefits, or purposes through its name. - The goal is to quickly convey what the product does and why it’s valuable to customers. - Product names can change frequently based on iterations, updates, or market trends. - Marketers design product names to directly address customers’ specific needs and preferences for that particular product. ## The Compete Naming Process Naming a new product involves several essential steps to effectively utilize the naming convention and find a potential name. Let’s learn these steps in detail to make the whole process easy to understand. ### Engage With A Naming Agency Engaging with a [naming agency](https://www.smashbrand.com/brand-product-naming/ "naming agency") is the first step in developing a good product name, but be aware of the majority where they use theoretical attempts to repeat their successes. Data-driven agencies have expert teams skilled in naming exercises and developing brand names that engage the target audience effectively. Naming agencies bring a wealth of experience and creative thinking to the table. They have a deep understanding of linguistics, nuances, and cultural considerations. A reputable naming company is fully aware of the market trends and knows how specific names and words influence the target market behavior. An integrated naming agency works closely with your team to understand your brand’s identity, values, and objectives. With complete brand understanding, they leverage their knowledge of [naming conventions](https://www.smashbrand.com/articles/product-naming-conventions/) to generate memorable, meaningful, and relevant names for your product or brand. ### Leverage Naming Technology Leveraging naming technologies is another important and helpful step in the naming process. In recent decades, the world has witnessed a drastic change in technology. There are so many state-of-the-art tools available that streamline the agencies. For instance, consider large language models such as ChatGPT. A company may prompt it with industry best practices first and then ask it to provide a list of product names. Similarly, some tools offer features like word blending, wordplay, and sound analysis to create unique and memorable names. Tools also exist to check if these invented names are legally available. Thus, using these techniques, specialists can perform name ideation for their brands and products while avoiding trademark conflicts. Some naming technologies offer algorithms that generate name suggestions based on keywords, themes, or specific criteria. AI naming technology helps save time, permitting the naming expert to do their best work, finding and testing potential names aligned with the brand theme and values, and creating equity with the right audience. ### Naming Research Research is the backbone of the naming process, opening doors to endless possibilities. This phase involves in-depth exploration, analysis, and evaluation of potential names to ensure they align with your brand’s identity and resonate with your target audience. Naming research enables key decision-makers to perform semantic analysis and scrutinize potential names’ meanings, associates, and connotations. The purpose is to ensure that the selected name reflects the brand image and evokes the desired emotions in the target audience. Researching your industry’s existing brand and product names is essential to avoid confusion and differentiation. You want your name to stand out and be distinct from existing names. Moreover, market analysis also helps marketers learn about language-specific considerations, phonetic variations, and linguistic nuances. To perform naming research, a name-testing agency will conduct intensive consumer research where the target audience takes specific actions and answers a series of questions. The results clearly understand which names work and which are no longer worthy of future consideration. ### Brainstorming Sessions After conducting a thorough market analysis and gathering all the essential data metrics, the next step is to conduct a brainstorming session. This activity involves creating unique product names using data from themes, consumer preferences, product features, competitive white space, and market trends. Brainstorming sessions involve participants from various backgrounds, roles, and expertise levels. This diversity ensures a wide range of viewpoints, increasing the likelihood of uncovering unique and compelling name ideas. Participants are encouraged to share any name ideas that come to mind without judgment. This free flow of ideas creates an atmosphere where creativity can flourish. It allows participants to think out of the box and find innovative names. It’s a chance to explore unconventional connections and concepts that might lead to memorable names. **Read More:** [The Crucial Role Of Product Naming Exercises](https://www.smashbrand.com/articles/product-naming-exercises/) ### Name Testing The final component of a successful naming process is testing. Testing and evaluation are the foundation of discovering product names perfectly aligned with consumer preferences. Effective name testing involves thorough analysis and feedback gathering, helping you make informed decisions about the name that best suits your product or brand. Name testing is the best way to optimize the naming brief and finalize naming decisions. It helps to lay a solid foundation for branding and spreading the word. Testing provides insights into how the target audience perceives the potential names. ## Naming Mistakes To Avoid A good naming process helps companies to establish a solid brand presence if a brand is following all the best practices of the [product naming framework](https://www.smashbrand.com/articles/product-naming-framework/ "product naming framework"). Some common mistakes may lead a brand to an utterly disastrous situation. The following are some of the most common mistakes that you must avoid. ## Unintended Meanings You must conduct a thorough market analysis and understand your target audience to avoid inadvertently ending up with names with unintended connotations or meanings. It can have significant negative consequences for your brand’s reputation and success. Different cultures interpret words differently. A harmless name in one culture might be offensive or inappropriate in another. Therefore, companies must ensure that each word of their naming process complies with the cultural norms and does not offend a political, religious, or ethnic group. ## Legal Issues Legal issues can also be a headache, especially when a company faces a registered trademark conflict. A registered trademark is a legally protected intellectual property right granted to a unique brand name, logo, or symbol owner. When naming a product or brand, it’s crucial to ensure the proposed name does not infringe upon existing registered trademarks. A brand name similar to a registered trademark in the same industry or category can lead to legal disputes and potential lawsuits for trademark infringement. Trademark conflicts can result in legal actions against the new brand, alleging infringement. It can lead to costly legal battles, rebranding efforts, and potential damage to the new brand’s reputation. ## Ignoring Feedback Ignoring testing results in the [product naming architecture](https://www.smashbrand.com/articles/product-naming-architecture/) can negatively affect a brand. Feedback provides valuable insights into how your target audience perceives potential names. Ignoring this feedback means making naming decisions in a vacuum without considering how the names resonate with the people you intend to reach. It can result in selecting a word that doesn’t connect well with your audience or elicit the desired emotions. You may need to understand your customers’ preferences and expectations. A proposed name that aligns differently with customer preferences can reduce engagement, lower brand loyalty, and decrease sales. ## Data-Driven Brand Development That Can Guarantee Sales Performance. As a part of our Path To Performance™ process, we create memorable names that win in retail. SmashBrand is a brand development agency that researches, designs, and tests all products to ensure peak shelf performance. We can help you identify and execute the perfect name through [naming workshops](https://www.smashbrand.com/articles/naming-workshop/) and brand testing. Book a time to discuss your project with our team. **Categories:** More --- ### [How To Master The Art of Beer Naming.](https://www.smashbrand.com/articles/beer-naming/) **Published:** April 19, 2023 **Author:** Jason Vaught **Content:** Beer naming is no doubt an art and there is no shortage of creativity when you look at the craft beer section of Bevmo or Target. But beer naming is also a science. A great name is not only measured by its ability to catch the eye of potential customers and how it reflects the brew’s unique character and flavor. It must also differentiate itself in a meaningful way from all the other brews with packaging flair. Crafting the perfect beer name demands creativity, market research, and legal awareness. Brewers dedicate considerable time and effort to brainstorming ideas, conducting trademark searches, and identifying the ideal name for their brew. In this article, we’ll delve into the intricacies of beer naming and examine the essential elements that shape a memorable name. ## Basics of Beer Naming When naming a beer, it’s crucial to understand the difference between a brand name and a beer name. A brand name like New Zealand’s Garage Project represents the brewery, while a beer name like “Hapi Daze” refers to a specific brew. While we must understand the difference between the brand and beer name, we must also consider how they work together to create trust while providing novelty. The brand name is about reputation whereas the product name is about a specific interest. The beer style plays a significant role in naming, as it helps craft beer enthusiasts identify what they can expect from the beer before even tasting it. For instance, a “Hazy IPA” or a “Chocolate Stout” gives customers an idea of the flavor profile. While there are specific “styles” there’s also no shortage of category innovations in this space, such as the margarita beer. Brewers must also consider their target audience when naming beers, as different demographics may respond differently to various [naming strategies](https://www.smashbrand.com/articles/product-naming-strategies/). A brewery name that resonates with the local community can foster a sense of loyalty and pride among craft beer enthusiasts but going beyond the neighborhood walls requires an understanding of target consumers interests that extends into other geographic regions. ## Legal Considerations in Beer Naming Breweries must check the legal availability before naming beers to avoid trademark and copyright issues. The Brewers Association emphasizes the importance of conducting thorough [naming research](https://www.smashbrand.com/articles/brand-naming-research/) to ensure a craft beer name doesn’t infringe upon existing trademarks. This process involves checking for beer name availability through the United States Patent and Trademark Office ([USPTO](https://www.uspto.gov/)) database and searching for similar names used by other breweries. Failing to do so can result in costly legal disputes and rebranding efforts. To avoid such conflicts, breweries should prioritize originality and due diligence when naming beers, ensuring a smooth and thriving craft beer launch. ## Crafting a Memorable and Relevant Beer Name Crafting a memorable and relevant beer name is a delicate art that requires a keen understanding of flavor, local news, and authenticity. The name should encapsulate the beer’s essence, reflecting its unique characteristics and tasting notes. Breweries like Grain Brewery’s Grain Belt, Lervig, and Salikatt have mastered incorporating local or regional elements into their names, fostering a deep connection with the community and evoking a sense of pride. National brands such as Stella Artois have to look at emotional ways to connect with consumers who are interested in an elevated appeal. Crafting a beer name is an art that can transport drinkers on an exciting journey of discovery and adventure. By following effective product [naming conventions](https://www.smashbrand.com/articles/product-naming-conventions/) and a well-defined [naming architecture](https://www.smashbrand.com/articles/product-naming-architecture/), breweries can create names that not only tantalize the taste buds but also captivate the imagination. A great beer name can be a playful pun, a nod to local history, or a whimsical tale that elevates the drinking experience, making it unforgettable for beer enthusiasts. ### Examples of Effective Beer Names In craft beer, breweries constantly push the boundaries of creativity when naming their brews. A prime example is the iconic “Sierra Nevada Pale Ale” from Sierra Nevada Brewing, a name that eloquently captures the beer’s West Coast roots and its signature hop-forward profile. On the other hand, Palo Alto Brewing Company has embraced a more playful approach with their “Hoppy Ending Pale Ale,” a name that not only highlights the beer’s hoppy character but also hints at a whimsical story, leaving imbibers intrigued and eager to unravel the tale behind the brew. These examples showcase the importance of adhering to [naming best practices](https://www.smashbrand.com/articles/product-naming-best-practices/) and crafting a comprehensive [naming brief](https://www.smashbrand.com/articles/naming-brief/ "How to Write an Effective Naming Brief?"), often involving collaborative [naming workshops](https://www.smashbrand.com/articles/naming-workshop/ "How To Conduct A Successful Naming Workshop."). By striking the perfect balance between descriptive elements and creative storytelling, breweries can craft beer names that resonate with their target audience, leaving a lasting impression and fostering brand loyalty among craft beer enthusiasts. ## The Role of Creativity in Beer Naming Breweries are pushing the boundaries and thinking outside the box. Wordplay and puns have become a beloved staple, adding a playful twist to beer names that often leave imbibers chuckling. For instance, Ruckus Brewing Company’s Hoptimus Prime is the perfect name to encapsulate the beer’s hazy appearance and bold, chaotic flavor profile. These strategies create short-term interest but are better served as limited edition releases. Pop culture references have become a powerful tool for breweries to connect with beer enthusiasts. Incorporating references from movies, music, and other popular media helps to create a sense of familiarity and nostalgia for drinkers. By using creative[ naming techniques](https://www.smashbrand.com/articles/naming-techniques/) and infusing their brews with unique flavors, breweries are naming beers that spark curiosity and leave a lasting impression. This approach has elevated the art of naming beer to a new level. ## Beer Naming Trends and Styles Craft beer constantly evolves, creating new trends and styles like the hazy IPA craze. Breweries have named these unfiltered juicy brews with unique monikers inspired by their tropical flavor profiles and vibrant appearance, such as Sierra Nevada’s Hazy Little Thing and Lagunitas’ Hazy Wonder. A beer brand must stay tuned-in to what’s trending to ensure they have their fingers on the industries pulse. Different regions have distinct brewing styles that are reflected in the naming trends of beers. Pacific Coast breweries such as [Made West](https://madewest.com/ "Made West"), famous for their intense and hoppy American IPAs and pale ales, typically choose names that evoke a sense of adventure and ruggedness, such as West Coast IPA by Green Flash Brewing Co. On the other hand, East Coast breweries, known for their balanced and approachable brews, prefer more direct and descriptive names, like the iconic 60 Minute IPA by Dogfish Head. The beer industry’s historical and classic naming styles still appeal to beer enthusiasts as they pay tribute to the rich brewing traditions. Names such as Nut Brown Ale and Traditional Lager evoke a feeling of nostalgia and authenticity that resonates with beer lovers who seek a connection to the roots of the craft. ## The Impact of Beer Names on Branding and Marketing Crafting a name that resonates with the target audience can be a powerful branding and marketing tool for breweries. Strategic naming techniques and thorough research can create a cohesive brand identity. A memorable [brand name](https://www.smashbrand.com/articles/the-essential-elements-of-effective-brand-naming/), together with an equally captivating beer label, has the potential to entice consumers to choose that particular beer from the shelf. Beer names are essential in attracting and engaging customers. They provide an idea of the unique flavors and experiences expected from each bottle. A good name should be clever or descriptive, and it can turn a simple beer into a catalyst for brand loyalty. Beer names play a crucial role in the packaging and labeling of the product, as they represent the beer visually and conceptually. When breweries create names that align well with their brand’s values and aesthetics, they can offer a seamless experience beyond the beer itself, taking the drinking experience to a whole new level. ## Key Takeaways Beer Brand Must Remember We’ve unpacked a lot in this article and it may have your creative brand going wild about the possibilities for your next beer name. But let’s take a second to reflect on the most important things you must remember before creating your beer naming strategy. 1. **Brand vs. Beer Names**: It’s important to distinguish between brand names, which represent the brewery, and beer names, which highlight individual brews. Both should complement each other to build consumer trust and appeal. 2. **Role of Beer Styles**: The style of the beer guides naming by setting expectations about flavor, like “Hazy IPA” or “Chocolate Stout.” New styles continue to innovate and expand naming possibilities. 3. **Target Audience Considerations**: Names should resonate with specific demographics and adapt to different regions to foster local loyalty and broader appeal. 4. **Legal Due Diligence**: Checking for trademark conflicts using resources like the USPTO is crucial to avoid legal issues and protect the brewery’s brand. 5. **Creativity in Naming**: Effective beer names encapsulate the beer’s essence with creativity, from playful puns to local historical nods, enhancing consumer connection and curiosity. 6. **Trend Awareness**: Keeping up with beer trends and consumer preferences is vital for relevant and appealing naming. 7. **Branding and Marketing Impact**: A compelling name can significantly influence branding and marketing, helping a beer stand out and fostering consumer loyalty. Keep these at the top of your mind and you will be well on your way to creating an impactful product name. ## Data-Driven Product Naming For CPG Brands Are you looking for the right name for your CPG product? Our data-driven product naming process guides you toward success. As a leading [product naming agency](https://www.smashbrand.com/brand-product-naming/), we specialize in creating product naming architecture that resonates with your target audience and drives sales. Book a time to discuss a project with our team. **Categories:** Strategy --- ### [How to create loyalty with the channel agnostic consumer.](https://www.smashbrand.com/articles/how-to-create-loyalty-with-the-channel-agnostic-consumer/) **Published:** February 21, 2025 **Author:** Jason Vaught **Excerpt:** In this edition of NICE PACKAGE you will learn how to create a package design that works across different channels. Discover how to win in omnichannel. **Categories:** NICE PACKAGE --- ### [Household Product Packaging Design For Better Shelf Performance.](https://www.smashbrand.com/articles/household-product-packaging-design/) **Published:** August 9, 2023 **Author:** Jason Vaught **Content:** I you believe household product packaging design is just about pretty boxes, you are missing the bigger picture. Packaging for household products is silent salesperson can skyrocket your brand from shelf to shopping cart in seconds. But the question is how to design such attractive packaging. This article discusses the most influential and proven tactics to design household product packaging that stands out on retail shelves. You will also learn the common design blunders to avoid. So, let’s get into it! ## The Basics of Household Product Packaging Design Household packaging design plays a pivotal role in brand identity, serving as a tangible representation of a company’s values and positioning. It’s the first point of contact between consumers and products, influencing purchasing decisions and brand perception. Effective packaging design incorporates the following key elements: - Color psychology - Typography - Imagery - Claims - Materials These design elements communicate brand identity and product benefits while ensuring functionality and shelf appeal. The packaging design process typically involves the following stages: - Research - Conceptualization - Design development - Refinement - [Package design testing](https://www.smashbrand.com/articles/packaging-design-testing-its-a-big-deal/ "Packaging Design Testing: It’s a Big Deal.") This iterative process begins with understanding the target audience and brand positioning, followed by creative exploration of design concepts. Graphic design principles are applied to create visually appealing and informative packaging. Throughout the packaging design process, designers must balance aesthetics with practicality, ensuring the final product matches the brand identity while meeting regulatory requirements and consumer needs. [Successful packaging design](https://www.smashbrand.com/articles/successful-packaging-design-isnt-a-commodity/ "Successful Packaging Design Isnt a Commodity") enhances brand recognition and drives consumer engagement. ## The Growing Trend of Sustainable Packaging [Sustainable household packaging design](https://www.smashbrand.com/articles/consumer-demand-for-sustainable-packaging-is-on-the-rise/ "Consumer Demand for Sustainable Packaging Is On The Rise.") isn’t just a trend but a revolution, reshaping how brands connect with eco-conscious consumers. Sustainable packaging is also a powerful differentiator. Consumers are increasingly voting their wallets, choosing products that align with their values. Eco-friendly packaging materials are rapidly expanding, driven by innovative raw materials such as recycled plastics and biodegradable alternatives. These environmentally friendly materials open up new opportunities for creative and [competitive package design](https://www.smashbrand.com/articles/7-tips-for-competitive-package-design/). Packaging must be eco-friendly, protect the product, communicate brand values, and stand out on shelves. This challenge sparks incredible innovations, often emerging from [package design contests](https://www.smashbrand.com/articles/package-design-contests-great-opportunity-or-shameless-talent-exploitation/ "Package Design Contests – Great Opportunity or Talent Exploitation") that push designers to think outside the box. The key is to view sustainability not as a constraint but as a catalyst for innovation. By embracing recycled materials and [sustainable design principles](https://www.smashbrand.com/articles/why-sustainable-packaging-design-matters/ "Why Sustainable Packaging Design Matters For CPG Brands."), brands can create packaging that’s irresistible to consumers. This win-win approach is redefining the future of household product packaging. ## Minimalist Design in Household Product Packaging The minimalist design in household product packaging is taking the industry by storm. This isn’t just about stripping away elements but crafting a powerful visual story with less. Minimalist packaging design is the antidote to cluttered, irritating packaging design that often overwhelms consumers. It’s clean, crisp, and speaks volumes without saying too much. The benefits? They’re as clear as the designs themselves. First, minimalist designs cut through the noise. A sleek, simple design stands out in thousands of busy package designs for holidays and every occasion. But the perks don’t stop there. [Minimalist packaging](https://www.smashbrand.com/articles/minimalist-vs-maximalist-packaging-design/ "Minimalist VS Maximalist Packaging Design: Appealing To The Right Audience.") often uses less material, which is a win for both the environment and your bottom line. These packaging designs are incredibly versatile, making creating [cohesive brand families](https://www.linkedin.com/pulse/creating-cohesive-family-tackling-challenge-brand-jonathan-cleveland/) easier and adapting to the next package design trend without a complete overhaul. Embrace white space. It’s not empty; it’s breathing room for your message to resonate. Choose a clean, legible font and stick to a limited color palette. Remember, in minimalist design, every element earns its place. ## Custom Packaging Solutions for Household Products Custom packaging solutions do more than just encase your product—they create a first impression that starts when a customer encounters it on the shelf. Think of it as a bespoke suit that fits your product perfectly and makes it unforgettable. Why invest in [custom packaging](http://dx.doi.org/10.3390/ma12030467)? The benefits are as diverse as the products in any supermarket aisle. First, it makes your brand stand out. An eye-catching design can decide whether your product is picked up or left behind in a crowded market filled with similar products, like laundry detergents. Beyond aesthetics, custom packaging is engineered for functionality and enhanced user experience. Imagine a laundry detergent bottle designed to prevent spills while delivering the perfect dose every time—that’s custom packaging maximizing consumer convenience. Collaborating with a professional packaging designer isn’t just an added value; it’s essential. A skilled designer captures your brand’s essence and translates it into a visually striking package that meets all functional and regulatory standards. Custom packaging is a strategic investment in your brand, crafting a cohesive narrative that resonates with your target audience. Whether a sleek bottle for a premium product or an innovative dispenser for detergent, custom packaging elevates your product from a mere commodity to a must-have item. SmashBrand brings this vision to life by blending strategy, creativity, and data-driven insights, guaranteeing that your packaging looks good and performs even better. ## Material Choices for Household Product Packaging Material choices matter a lot for household product packaging. For instance, rigid plastic packaging is a staple for many household products. It is prized for its durability, versatility, and satisfying ‘click’ when you seal the lid. Rigid plastic remains a top choice for cleaning supplies and food storage. Thanks to advancements in recycling technology, this material is becoming increasingly eco-friendly, helping to shed its once-negative reputation in packaging design. But there’s a rising contender: flexible packaging. This lightweight, adaptable material is rapidly gaining popularity in household products. Think of squeezable pouches for laundry detergents or resealable bags for snacks. Flexible packaging saves space and provides significant opportunities for impactful design. It appeals to consumers who value convenience and brands aiming to reduce their carbon footprint. Aluminum cans, typically associated with beverages, are now making their mark in household products. They’re lightweight, recyclable, and lend a sleek, modern look. Then there are mailer boxes—these cardboard champions are ideal for subscription-based products, offering robust protection during shipping and a blank canvas for creative branding. The material choice becomes even more crucial when designing packaging for moms—a key demographic for many household products. Safety, ease of use, and sustainability are often top priorities. This is why there’s a growing trend toward using bioplastics and recycled content in products aimed at families. ## Graphic Design Elements in Household Product Packaging Graphic design elements in household product packaging are crucial in catching the consumer’s eye and communicating brand messages. Color psychology is a powerful element that influences emotions and purchase decisions. For instance, green often signifies eco-friendliness, while blue conveys cleanliness. Typography and readability are essential in label design. Using clear fonts and strategic placement, a well-designed product label makes important information easily digestible. Incorporating brand elements effectively reinforces brand identity. This includes consistently using logos, color schemes, and imagery across packaging, creating a cohesive brand experience. Remember, every aspect of your packaging design should work together to tell your brand’s story and connect with your target audience. ## Packaging Strategies for Different Household Product Categories Each product category demands a tailored approach to packaging, striking the right balance between functionality and eye-catching design. Food packaging is all about preserving freshness and appealing to the senses. Protecting the product while showcasing its appetizing qualities is a careful balance. Resealable bags for snacks and transparent windows that let consumers see what they’re buying are just a few strategies that help make food packaging effective. Durability and safety are paramount for household products, mainly cleaning supplies. These products often contain harsh chemicals, so the packaging must be robust and child-resistant. But functionality doesn’t have to come at the expense of design. Modern cleaning product packaging embraces sleek, eco-friendly designs that appeal to the environmentally conscious consumer, combining safety with style. Personal care product packaging requires functionality and aesthetics. These products are often displayed in bathrooms, so the packaging needs to be visually appealing while remaining practical. Pumps for lotions, flip-top caps for shampoos, and easy-to-handle containers aren’t just about convenience—they’re integral to the user experience, enhancing consumers’ daily routines. ## Data-Driven Household Packaging Design That Performs SmashBrand uses proprietary design testing methods to ensure that your brand wins on-shelf. Our testing methodology includes strategy, testing, and iteration to ensure that your brand maximizes its purchase intent and brand recall. Discuss your project with our team now! **Categories:** Strategy, Design --- ### [Differences Between What You Like About Your Packaging Design vs. Your Customers.](https://www.smashbrand.com/articles/differences-between-what-you-like-about-your-packaging-design-vs-your-customers/) **Published:** December 17, 2013 **Author:** Kevin Smith **Content:** Look at some of the most popular packaging design blogs and publications. You’ll notice a large proportion of highlighted branding and package design is dedicated to product packaging that you simply never see in Walgreen’s or Ralph’s or any other store in which your customer shops. This phenomenon isn’t unique to graphic or package design; clothing design enthusiasts drool over fashions that regular folk don’t wear. Fashion designers can get away with designing outrageous concepts because they design for an elite category of shopper. Package designers get the occasional prestige project, but must make a living designing protective vessels for industrial ceiling mount lighting fixtures and other depressingly unstylish products. We don’t want to discount the achievements of other designers with interesting, bold and brave concepts floating around – we *want* to encourage innovation. But the consumer essentially wants familiarity with only a trace of novelty. How can we as designers give the customer what he/she wants while satisfying our innate desire to create something new and beautiful? The answer is: Serve our egos with divorce papers. ## It’s the Market, Stupid We’re not designing for ourselves; we’re designing for the consumer. It’s okay if we’re not the sort of people that would ever buy a calking gun or industrial coolant, but we must nonetheless come up with a packaging concept that would appeal to those who would buy those items. Hint: The concept does not involve the [Aphrodite Slim Pro font](http://www.creativepro.com/files/story_images/aphrodite_slim.gif). Our packaging design ideas and tastes, while brilliant, don’t serve everyone equally. Designs that cause excitement and win awards might not really work in the market place, plain and simple. Customers don’t need a packaging *concept* to make a product alluring – just because we can unfold a package like a piece of origami doesn’t mean that the drill bits inside will be more effective. The package designs that are the most celebrated are typically for luxury products – products that are already largely for the purpose of fun. So, we can design a feisty cookie box, or sports drink bottle or styling gel and be reasonably certain that the market will support the branding and package design choice. But if we go out on a limb with items of utility; items that we need rather than want, then we’re in danger of rubbing the consumer the wrong way and diminishing the product’s image. No one trusts a gimmicky infrared temperature gun. ## Focus Groups If we only accepted projects that thrilled us, most graphic designers would starve and die. We love designing wine and liquor bottles, packages for gourmet chocolates and containers for the latest incredibly expensive handheld media devices, but those projects are few and far between. We may have to earn our keep designing boxes for fruit fly traps. The first step in creating a branding and package design triumph is self knowledge. We must admit that we don’t know everything about every market and then make the specific effort to learn. Suppose we’re unfamiliar with the needs and habits of the kinds of people who buy durable Foundry siding. In that case, we have to take time to actually familiarize ourselves with who does – duh. Consultancies for different industries will help you understand the public’s response. Get different perspectives and opinions about what works and what doesn’t. When we are focused on designing, we often lose the ability to see our work from another point of view; outside opinions will jerk ourselves out of our own heads. So, what have we learned today? We learned that we can’t always design to excite ourselves about a product – we must first excite the client and the public. We learned that just because we might not be intrepid do-it-ourselves people, we can still acquire the necessary tools to design for that market. Most importantly, we learned that the world of design is a world of compromise – not every single project will be coated in glamour. Do you need a package designer for your 50-count interior wood screws? Come right this way! ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development firm for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [5 Drink Designs that Should Have Been Poured Down the Sink.](https://www.smashbrand.com/articles/5-drink-designs-that-should-have-been-poured-down-the-sink/) **Published:** May 7, 2014 **Author:** Kevin Smith **Content:** Since water is no longer the new black (in terms of beverage fashion), manufacturers have been trying to develop alternative fluids that will stimulate and quench the public thirst for potable excitement. We’ve all gone mad over SodaStream and Kombucha; we’ve universally rejected the [Thanksgiving Dinner Soda](https://content.time.com/time/specials/packages/article/0,28804,1913612_1913610_1913571,00.html). Maybe we need a beverage container that is as delicious as a sweet, sweet homemade Mountain Dew. Unfortunately, not all beverage containers thrill the mind and please the soul. The following beverage container designs, conceived by truly malevolent packaging design companies, are examples of the very low esteem to which these brands hold the general public. We will go ahead and believe that some of these containers were merely misguided; others might have resulted from the ingestion of powerful narcotics. Whatever the case may have been, we shudder to think what was going on in the development meetings. We’re looking at you, Billy Boy Energy Drink. ## Kirkland Milk Jug Please, enjoy some wholesome, USDA certified milk, secure in the knowledge that we are not trying to pour you a glass of motor oil, even though the packaging would have you believe so. This drink design was meant to economize the transport of gallon jugs of milk; it allows for transporting and storing more units than the traditional design. However, the shallow cap is difficult to grip, the bottle can’t be poured without risk of spilling a significant amount of liquid, and it is hideously unappealing. A triple threat! ## Billy Boy Energy Drink Mercy. The less said about this, the better. Nonetheless, what exactly is this drink meant to energize? ## Zola Acai  Fools that we are, we assumed that acai fruit offers physical health benefits through antioxidant compounds. It turns out that it is actually a magic elixir that summons mystical cheetahs and samba-dancing vixens that rip the impurities right out of your tissues. Live and learn. Zola Acai Power Juice is, we’re sure, a wonderful product, lovingly prepared and filled with only the finest ingredients. *And we’re not just saying that because we have succumbed to the supernatural psychic powers of the woman on the logo*. We hear and obey. ## Cellstar Superfruit Juice  Why do ostensibly healthy fruit juice manufacturers go for the most artificial packaging concepts ever? Do they want to fool the public into thinking they are drinking pure high fructose corn syrup flavored Ethyl methylphenylglycidate? This drink design concept, with its little muscle-bound pomegranate seed logo, promises abundant anti-aging properties and immune system-strengthening ingredients. Bizarre, since the toddler market to whom it is clearly appealing is less concerned with aging than it is with the mastery of Hi-Ho Cherry-o. ## Bottle Fruit Juice  We sincerely don’t know what this even is. Nevertheless, the product description insists that it is, in fact, a fruit juice, which we imagine is sourced from only the freshest, hand-squeezed bubble gum fruit. In addition to bubble gum fruit juice, this manufacturer also offers “Barbie Candy and Gums,” “Choco Music Candy,” “Biggest Cup Jelly,” and “Dip Biscuit.” According to the distributor’s description, these products “are available in different flavors and are prepared hygienically by maintaining the nutritional value.” Willy Wonka better watch his back. There you have it; some of our favorite hideous beverage container designs. So, what have we learned today? We learned that an ideal drink design will convey the actual drinkability of the product and not try to fool the consumer into believing it contains an industrial solvent. We learned that nothing says health and wellness like a salivating cheetah, ready to spring. We learned that the designers for the Billy Boy Energy Drink can are probably on some public menace registry. Most importantly, we learned that “Dip Biscuit” would be a great name for a prog-rock band. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development company](https://www.smashbrand.com/development/) for FMCG and CPG brands. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [3 Things to Look Out for When Choosing Packaging.](https://www.smashbrand.com/articles/3-things-to-look-out-for-when-choosing-packaging/) **Published:** November 25, 2013 **Author:** Kevin Smith **Content:** As a graphic and packaging design firm, a great deal of our focus, when it comes to fabricating a package or web page or logo, is on the aesthetic criteria. This isn’t exclusively because we, as designers, are shallow, appearance-obsessed people (although this plays a significant role, and one look at our washboard abs and our 300-lb bench presses will tell you this is time well spent). This is largely because the human eye is drawn to strong design elements, which affect product sales. However, the design of a package has to combine beauty and practicality, since a great deal of the time, the package informs the product’s overall utility. When choosing your packaging, don’t be seduced merely by novelty or allure — think about all of the potential sales losses when your package deteriorates during transport: when your package is vulnerable to bacteria and nature, or when your customers find that the package design prevents efficient use of the product. ## Consider the Use of the Product Surprisingly, many product manufacturers don’t often think of how consumers use their products. Oh sure, even the most dim-witted cosmetics executive knows that shampoo is used in the shower, but he/she might not realize that some deep conditioners are also used in the shower, and might be better served by being packaged in a bottle rather than a jar, where spillage is less likely. Similarly, foods largely taken on picnics or used while tailgating would be better served by being packaged in a container that’s easy to grab from (finger foods, anyone?). ## Consider Transport of the Product We’ve said time and time again that a product’s package must be able to stand apart on a shelf next to its competitors. But uniqueness can’t take precedence over stability, and a great deal of engineering has gone into determining the best shape, size, materials and dimensions of packaging for certain items during transportation. Clearly, a product manufacturer wants packaging that allows maximum units to be transported at minimum cost. Moreover, the manufacturer wants the contents of the package to remain intact – no breakage, spoilage, etc. If the product will be distributed locally – within only a few states, for example – the packaging should be suited to ground transport that will arrive at its destination within only a few days. However, once operations have expanded, the perfectly fine packaging for transportation to local markets might become wholly inappropriate for long-distance shipments. If the products has to be stored at a transportation facility, the packaging must be sufficient to ward off airborne particulates that could be circulating in a foreign environment. If the product is to be transported to an extreme climate that might be exceptionally moist, dry, hot or cold, the packaging must be able to keep the product from being affected. ## Consider Storage of the Product How will the product likely be stored? Is it a product that will be kept in the moist environment of a bathroom, or under the kitchen sink? Will the product be more popular in hot, moist climates than in dry, cold climates? Is it likely that the product will be used bit by bit or in its entirety when it is first opened? Must the crunch factor be preserved, or should crunch be avoided at all costs, like in mayonnaise? Keeping the product fresh for as long as possible after it has been opened is critical for food products, but it’s surprisingly necessary for cosmetic items. Who wants to use a shampoo/lotion/hair gel that turns into a congealed mass in the bottle? When choosing your packaging, try to opt for materials that to the best job at thwarting the deteriorating effects of oxygen, moisture, high heat and extreme cold. So, what have we learned today? We learned that style shouldn’t trump substance, even though style is often confused for substance in our racket. We learned that a package is often a product component, which is not always considered but often recognized when a company changes its product packaging. (“I can’t get this bottle in my stationary bike cup holder! Am I supposed to clutch it between my teeth?”) Most importantly, we learned that no matter how clever your product packaging is, it’s a fail if it facilitates crispy mayonnaise. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development company](https://www.smashbrand.com/development/) for FMCG and CPG brands. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [3 Questions You Must Ask Your Label Designer.](https://www.smashbrand.com/articles/3-questions-you-must-ask-your-label-designer/) **Published:** November 1, 2013 **Author:** Kevin Smith **Content:** When interviewing a potential label designer, you must be as thorough as you would be during an interview for a potential nanny or surrogate parent. After all – your product is your baby, isn’t it? Why leave it in the hands of a potential asylum escapee? Apart from DNA samples and credit histories, you will want to look through their portfolios and talk to former clients, obviously. Make certain the pay structure is suitable and clear, and that the time commitments are agreeable and reasonable (if, after interviewing numerous potential label designers, you find one that claims to be able to get the job done waaaaay faster than the rest of the pool, don’t get excited and hire them – the designer is either lying or you’ll find out how they economize their time the hard way). Once you’ve gotten the initial screening, it’s time to explore their personal design philosophies and emotional stability. While you will want to ask numerous questions, here are three that you cannot, under any circumstances, fail to ask if you want to ensure that your designer has the skill to meet your loftiest expectations. ## Have you had experience designing labels for similar products? If at all possible, go for a label designer that’s experienced in your kind of product. This may seem overly obvious, but designers are crafty; they can use all sorts of industry techno-babble to convince you that they know everything about your industry. Don’t be fooled; soft drink and wine bottle labels are entirely different, as are detergent and shampoo labels. Suppose they’re upfront about a lack of experience with your product category. In that case, make sure that they’re willing to do the necessary work to ensure their concept and design is market appropriate. If they can give you examples of successful projects that were, in the beginning, outside of their comfort zone, then that will give you a good idea of their adaptability. ## What was your most successful label design? The most successful label designs are those that lead to an increase in sales. Your designer may have won some great awards, but if they cannot demonstrate marketing savvy, you might want to look elsewhere. It’s very easy to be seduced by an award-winning designer; they can charge more, they’re well respected and their work is obviously first rate. But ask yourself: Does this designer produce what the client wants, or what they know the design industry loves? But aren’t awards a good thing? Of course they are! They prove that the label designer can design labels that have academic appeal, and that he/she is creative and excited about design. But did the award-winning label result in more money for the product manufacturer, or a just significant boost in brand recognition for the designer? You want your brand to be the star, not the label designer. ## What can you offer me that other label designers don’t? Your label designer should have a solid list of strengths that set him/her apart from the rest of the field. Does the company offer brand recognition strategy consultations? Does the label designer have a firm grasp of trends and innovations within your industry? Does the label designer welcome client collaboration and input? If you are a hands-on type of person and your designer simply doesn’t want client interference, your working relationship will be rocky. On the other hand, if you want to leave your designer alone with much of the responsibility and the designer isn’t comfortable making judgment calls without much checking and approval, that wouldn’t exactly be a match made in heaven, either. Finding the right [label designer](https://www.smashbrand.com/articles/packaging-design-101-dont-assume-anything/ "product label designer") for your purposes isn’t an easy task – it may, in some cases, even involve espionage. But don’t worry! There’s a lot of designers to choose from, which makes it easier for clients to find exactly the right designer for their needs. Some of them are so desperate that they might even work for nothing but a Linkedin endorsement. Ah… thank you, unstable global economy! ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development firm](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Metric Vs. Imperial: Why You Still Buy Eggs by the Dozen.](https://www.smashbrand.com/articles/metric-vs-imperial-why-you-still-buy-eggs-by-the-dozen/) **Published:** March 25, 2014 **Author:** Kevin Smith **Content:** It may seem as though there is no explanation behind the number of products in a package apart from the revenue considerations of the manufacturer, but there are actually reasons behind it. Those reasons may be outdated, flimsy and sometimes stretch the limits of human understanding, but they’re reasons, nonetheless. Even though the package designer doesn’t dictate the number of units in a particular retail package, he/she does have a vote. Often, that vote is overruled. But it is the package designer’s job to determine the ideal number of units to the pack for the purpose of protecting, shipping and displaying the product despite what the manufacturer’s dreams may be. Depending on size, weight and dimensions of the unit, some numbers are just better than others. ## The Randomness of Serving Numbers and Sizes Those over 40 (possibly younger, depending on how precocious you were) might remember the late commentator Andy Rooney. Old Andy would vent at the end of the news program 60 Minutes, and his mini-lectures would typically begin with the phrase, “Did you ever wonder …?” He typically did it using a high nasal whine. Jerry Seinfeld would later become a multi-millionaire using this basic formula. Did you ever wonder how the number of items to a package is determined? Well, children, uncle SmashBrand will tell you the story of the imperial system. What … asleep already? Fine, forget it. Although there are imperial measurement elements that have historically determined the number of eggs to a carton (as well as the numbers of anything to anything), it’s possible to purchase eggs in half-dozen units, and even (prepare for your minds to be blown) [packages of eight and ten](https://www.smashbrand.com/articles/package-design-thinking-outside-the-carton/). Eggs are largely packaged in dozens because that is what the consumer expects and wants. Moreover, multiples of three and four make packaging far easier than multiples of five. We may want fewer eggs or only one, but the fewest we’ll get is six. The egg question, and even the hot dog bun question, is basically answered by considerations of manufacturing processes, cost for value and packaging considerations. It isn’t impossible to package ten hot dog buns in an efficient manner – loaves of bread are rectangular, after all – but eight hot dog buns have become the norm. Even though technically the consumer is getting less product and a product that doesn’t jive with an essential corresponding item, the outcry has been muted. Since there haven’t been rallies in the streets for ten hot dog buns, manufacturers will just keep giving us eight. ## Breaking Free from the Shackles of Predetermined Units This is where good retail packaging design judgment comes into play, which we humbly suggest we have plenty of. As we’ve said in previous articles, package design is more than just thinking of cool ways to put perfume into a bottle; you have to have a substantial appreciation for cost, size, weight and dimension considerations. How will your revolutionary 10-pack hot dog bun package be configured? Will it be a bottom row of four, another row of three, one row of two and one on top, in a pyramid fashion? Will they be displayed cylindrically, since they obviously can’t be stacked? Will the packaging material be made of an uncrushable material? Will supermarkets want a special Lazy Susan display specifically for your hot dog buns? Will customers be willing to pay $8.99 for hot dog buns because their packaging is a spectacular feat of engineering? We may seem as though we’re discouraging you from swimming against the tide, but thinking outside the box requires an appreciation and understanding for why the box is there in the first place. The complexity of designing the ideal 10-pack of hot dog buns makes the endeavor seem pointless; getting eight hot dog buns isn’t diminishing the quality of anyone’s life. Unless they compulsively buy eight packs of hot dogs and ten packs of buns at a time and then go on a hot dog-eating frenzy. That would be unpleasant. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Data-Driven Strategies for Smarter CPG Product Innovation.](https://www.smashbrand.com/articles/cpg-product-innovation/) **Published:** January 21, 2024 **Author:** Jason Vaught **Excerpt:** Discover how CPG product innovation leverages consumer insights, trends, and strategy to create impactful, sustainable solutions that dominate competitive markets. **Categories:** Innovation --- ### [Are you building brand or the category?](https://www.smashbrand.com/articles/are-you-building-brand-or-the-category/) **Published:** February 5, 2023 **Author:** Jason Vaught **Content:** Consumer behavior is constantly evolving, and a brand’s identity plays a critical role in capturing attention and driving sales. Retailers are regularly reassessing their shelves, making strategic decisions about which products stay and which ones go. At the same time, consumers are continuously exposed to new brands, creating opportunities for trial and adoption. In this dynamic landscape, standing out isn’t just an advantage—it’s essential. CPG brands without a strong identity that attracts and drives memorability are at risk of losing share during this season. So in this short article, we unpack the correct use of logos and brand assets on the PDP to ensure standout is more than momentary and carries over to new channels and competitive sets. ## The Role Of Brand Identity On Pack Whether it’s a core or niche category, brand logos matter. With the majority of consumers identifying as omnishoppers, products that lack identifiable branding become forgettable and replaceable. But there’s a lot more to it than simply allocating 50% of the PDP to the brand logo; it requires a more robust strategy that begins with a full diagnosis. Here’s what to assess: ###  The Product Category The necessity of logo identity varies significantly across different categories. Those with low differentiation rely heavily on strong branding to distinguish products, as the inherent features offer little variance to influence consumer choice. Conversely, in highly differentiated categories, where products inherently possess unique attributes or innovations, the intrinsic characteristics of the products themselves often play a larger role in consumer decision-making. Emerging categories often require more extensive explanation and education to help consumers understand the new products’ benefits and uses, thereby necessitating more detailed claims and supportive branding to foster adoption. In assessing the role of branding, consider the market share held by private label. This can be a strong indicator of whether branding will be effective in consumer purchasing decisions. Categories with a higher prevalence of private label products often suggest a competitive environment where distinctive, strong branding could play a critical role in differentiating a branded product but could have a minimal impact since such a small share is owned by brands. Here’s a sample list of private label category share.  In a category such as hot dogs, consumers do not trust private label quality and are highly influenced by products from brands they can identify and align with. In the case of rotisserie chicken, 19% leaves little room for category penetration and would require a very distinct USP. ## The Retail Channels The strength of brand identity is important for all channels but more so for retailers with limited brand opportunity and frequent brand turnover (such as Costco). Specific retailers are more interested in carrying the latest categories than generating repeatable sales for the same products. This stresses the importance of building memorability with your brand identity. When performed correctly, the omnichannel shopper is likely to continue the purchasing habit even when big box stores abruptly discontinues the SKU. ### Additional Brand Assets Both for emerging and “forgotten” brands, logos may need support to build enough memorability to stimulate repeat purchase or drive consumers back to the brand. While the logo is likely your hero design, having other recognizable assets such as brand characters and distinct product photography encourages greater resonance and recall. Assigning a brand identity hierarchy for your product also helps to establish and showcase what’s most unique and stand out on shelf, creating a findable presence no matter the channel and competitors.  ⸻ \*The hierarchy will differ based on category, competitors, and brand positioning. Ultimately, design testing determines the most impactful hierarchy. ## Design Diagnostic Testing Discover the optimal balance of brand identity and product claims on your product’s front panel with our design diagnostic testing services. By leveraging objective KPIs and the insights of over 800 targeted consumers, we focus on how your brand’s presence influences customer perception and purchase decisions. This process not only reveals the key drivers and barriers but also highlights untapped potential within your packaging design. ## How To Approach Brand Identity Placement ### Current Market Status If your brand isn’t already the go-to category option, drive product trial by emphasizing claims and visuals. In retail where you only have a few seconds to capture attention, the focus should shift away from the logo. Instead, highlight the product itself, its unique claims, and the compelling visuals that accompany it.  ⸻ How much front panel space a logo should own is a question we consider for every project. In the packaging strategy, we determine where branding exists in the hierarchy and test to validate our assumptions. ### Distinction (not easily duplicatable) How can you build a brand that is not easily duplicated? It’s a tough question to answer but must be considered since private label and “race to the bottom” brands are constantly trying to steal share.  ⸻ Source: https://www.linkedin.com/pulse/who-copycat-kings-branding-matt-baron/ \*Percentage indicates error rate due to Misattribution ## **Ensuring Your Brand Is the Unmistakable Choice** Building a brand that endures goes beyond just logo placement—it’s about strategic differentiation that drives consumer preference and loyalty. Brands that fail to optimize their identity risk being overlooked or, worse, mistaken for competitors. By leveraging design testing, refining brand asset hierarchy, and understanding category dynamics, you ensure that your packaging isn’t just another option on the shelf—it’s the unmistakable choice. The question isn’t just how much space your logo should take up; it’s whether your brand is positioned to win in this omnichannel landscape, where recognition, recall, and relevance determine long-term success. **Categories:** Design --- ### [Decoding the Brand Development Meaning.](https://www.smashbrand.com/articles/brand-development-meaning/) **Published:** April 5, 2023 **Author:** Jason Vaught **Categories:** Strategy --- ### [A Step-by-Step Guide to Global Brand Development.](https://www.smashbrand.com/articles/global-brand-development/) **Published:** April 18, 2023 **Author:** Jason Vaught **Categories:** Strategy --- ### [The Ultimate Guide to Wine Brand Development.](https://www.smashbrand.com/articles/wine-brand-development/) **Published:** April 25, 2023 **Author:** Jason Vaught **Categories:** Strategy --- ### [Best Practices For Rebranding A Product Brand.](https://www.smashbrand.com/articles/best-practices-for-rebranding/) **Published:** November 13, 2023 **Author:** Jason Vaught **Content:** What if changing your company’s name and image was the key to thriving in a disruptive market? For many brands, a bold [rebranding effort](https://www.smashbrand.com/articles/rebranding-ideas/ "Strategic Rebranding Ideas for Market Growth.") can mean the difference between surviving and flourishing in today’s rapidly evolving business world. But only if the company follows all the best practices for rebranding; otherwise, it will be a complete disaster. In this fast-paced age of digital transformation and shifting consumer preferences, companies must continually rebrand themselves to stay relevant. Yet, a powerful marketing tactic, [rebranding strategies](https://www.smashbrand.com/articles/rebranding/ "The Ultimate Guide To Successful Rebranding."), can be risky if not executed properly. In the following guide, you will learn how to rebrand an existing product or a company as a strategic lever to boost your competitive edge. From auditing current brand perception to launching a new visual identity, learn a step-by-step process for crafting a compelling rebrand that wins over customers and fuels future growth. Whether incremental or transformational, a well-executed rebranding strategy can position your company for success in the years ahead. So, are you ready to learn about the secrets and best practices for [rebranding a company](https://www.smashbrand.com/articles/rebranding-a-business/ "The Ultimate Guide For Rebranding A Business.")? Read on to find out! ## Rebranding objectives. The first checkpoint is understanding [why rebranding](https://www.smashbrand.com/articles/why-rebranding/ "Why Rebranding Is Essential For Growing A Business.") can be necessary for the company’s growth. Rebranding campaigns have several objectives, chief among them increasing brand awareness and expanding the target audience. As consumer preferences evolve, CPG brands must clearly articulate their value to existing and new customer demographics. Rebranding allows companies to update dated packaging and visual identities that no longer resonate with today’s consumers. By modernizing product labels and in-store displays, brands aim to attract a broader target audience, especially younger consumers who care deeply about aesthetics and design. The goal is to make the brand and its products more appealing to new demographic segments. Most importantly, [rebranding trends](https://www.smashbrand.com/articles/rebranding-trends/ "The Biggest Rebranding Trends in 2024 And Critical Insights.") helps companies stay aligned with shifting markets. The CPG industry is constantly innovating, whether focusing on health, wellness, sustainability, or other emerging themes. Through a rebranding effort, brands can communicate their relevance and commitment to current consumer priorities. ## Performing a complete brand audit. Every successful rebranding strategy starts with a thorough brand audit. During the audit phase, the company analyzes its current market position and brand architecture to decide whether it needs a partial rebrand, a complete rebrand, or a [brand refresh](https://www.smashbrand.com/articles/brand-refresh/). Companies must evaluate their current brand architecture, packaging design, product labeling, and messaging to understand how the brand is perceived. Internally, teams research to identify areas that need improvement or no longer resonate. It informs whether a partial or complete rebrand is necessary. A partial rebrand focuses on elements like packaging while preserving the overall identity—a complete rebrand overhauls most or all branding components. By gathering internal and external insights, brands determine the scope and strategy of their [rebranding campaign](https://www.smashbrand.com/articles/5-steps-to-take-for-a-successful-rebranding-campaign/). ## Conducting thorough market research. Companies must understand their target audience, consumer preferences, and industry trends to shape a successful rebranding strategy. Conducting comprehensive research that includes in-depth surveys and brand testing is critical to gaining nuanced insights into what resonates most with the target demographic. Assumptions must be avoided, and nothing should be left to chance. By conducting small focus groups and prototyping, companies can receive real-time feedback to iterate before launch. After the [rebranding rollout](https://www.smashbrand.com/articles/rebranding-rollout-plan/ "How To Create A Rebranding Rollout Plan."), keep track of the brand’s progress to ensure it meets its objectives. Those who dive into the customer’s mindset and stay aware of market trends will reap the most significant rewards. Remember, knowledge is power, and having a good handle on the terrain can make any rebranding journey smoother. ## Internal alignment for rebranding. A successful rebrand demands coordination across the organization. Teams must understand whether the scope involves a full-fledged rebrand that transforms the brand identity or a lighter refresh that tweaks select elements. Aligning internal teams requires clarity on the rebranding approach from the start. Early discussions allow each department, whether marketing, sales, support, or beyond, to provide unique perspectives based on their specialized functions and frequent customer interactions. This contributes valuable insights across the organization and fosters buy-in for rebranding, ensuring a cohesive strategy incorporating feedback from departments spanning the brand’s whole customer experience. With alignment and input established upfront, the new identity can be optimized to strengthen connections at every touchpoint. Furthermore, Gathering all key stakeholders fosters a unified vision, transforming differences into strategic strengths rather than divisive barriers. Employees seamlessly lead the transition when there is consensus on objectives and roles. ## Rebranding brand strategy. After obtaining new market insights, clearly defining the CPG brand’s ideal positioning is essential. It means determining how the company wants it to be perceived concerning its competitors. Through strategic [brand repositioning](https://www.smashbrand.com/articles/brand-repositioning/), one encounters both opportunities and [risks of rebranding](https://www.smashbrand.com/articles/risks-of-rebranding/). Successfully preserving brand recognition while forging a new and distinctive identity requires skillful navigation. But, the rewards for adept repositioning are significant—enhanced sales and heightened customer engagement top the list. Consider breathing new life into your logo design through [logo rebranding](https://www.smashbrand.com/articles/logo-rebranding/). Visually encapsulate the essence of your revitalized brand. Craft a design that halts scrolling eyes and leaves a lasting impression on your audience. [Rebranding products](https://www.smashbrand.com/articles/rebranding-products/) brings the identity to life on shelves. Bolstering recognition for the revamped brand and message requires unwavering consistency across all branding facets, from packaging to promotions. Continuous testing helps mitigate potential pitfalls and serves as a compass, confirming the right direction for brand evolution. ## Seeking help from a rebranding agency Rebranding a company may seem easy, but it isn’t. Because so many variables are involved, the risk of losing brand awareness increases, diluting the effect of branding existing customers may feel. It is always best to seek help from [professional rebranding agencies](https://www.smashbrand.com/rebranding/) with years of hands-on experience. Such agencies can prepare a [rebranding checklist](https://www.smashbrand.com/articles/rebranding-checklist/) to enhance the impact of several [types of rebranding](https://www.smashbrand.com/articles/types-of-rebranding/) strategies. A good [rebranding agency](https://www.smashbrand.com/rebranding/) can help companies in the following ways: - Conducting an audit of the existing brand to understand its strengths and weaknesses - Developing a new brand positioning and brand strategy to guide the refresh - Crafting resonant brand messaging that reflects the brand voice and positioning - Defining and bringing to life the authentic brand voice through tone, terminology, and visual style - Redesigning logos, colors, fonts, and other visual brand elements to represent the refreshed brand identity - Creating new branding guidelines to maintain consistency across all brand touchpoints - Developing refreshed branding assets like packaging, stationery, website, and collateral - Implementing the new brand identity rollout across online and physical channels - Providing ongoing consulting to ensure brand messaging stays aligned as the brand evolves - Providing brand stewardship and training to internal teams on the new brand voice ## Product packaging rebranding. When an aging brand is in question, the [reasons for rebranding](https://www.smashbrand.com/articles/reasons-for-rebranding/) usually revolve around packaging that no longer matches the identity or market demands. For consumer packaged goods companies, the outer wrapper represents a first impression opportunity that is too valuable to waste. A comprehensive update guarantees that this initial encounter leaves potential customers interested rather than uninterested. Remaking the design within new branding guidelines allows enhanced visual appeal that pulls eyes like a magnet. Attention-grabbing graphics paired with carefully crafted messages about features or benefits determine what matters most to target customers. Consistency in style, tone, and messaging across all touchpoints tells a cohesive story and builds recognition. A comprehensive [rebranding campaign](https://www.smashbrand.com/articles/5-steps-to-take-for-a-successful-rebranding-campaign/ "5 Steps to Take for a Successful Rebranding Campaign.") and checklist streamline production and rollout to effectively roll out the new look. Prototyping allows refinement before mass printing. Websites, too, require touch-ups to showcase the evolution. Pre-launch brand tracking tests understanding and reaction, while post-launch studies ensure objectives around sales, customer perception, and competitive differentiation are met. With patience and precision, [packaging redevelopment](https://www.smashbrand.com/articles/packaging-redesign/ "The Smart Approach to Packaging Redesign.") can reinvigorate a product on shelves for years. Those who view it as the foremost real estate to shape first impressions will see the most outstanding returns. ## **Consistency across all SKUs**. Consistency serves as a cornerstone for successful brands navigating change. Whether a complete or [partial rebrand](https://www.smashbrand.com/articles/partial-rebranding/ "How To Execute A Partial Rebranding Strategy."), uniformity strengthens the impact of any modifications. With variety inherent to CPG portfolios, maintaining a singular vision across all stock-keeping units proves paramount. Adopting the new logo and branding elements consistently provides anchors. Variations in size or flavor avoid confusion by clearly communicating a shared lineage. Uniform placement of logos, color palettes, and messaging builds instant recognition, no matter what option is picked from shelves. Repackaging each SKU adheres to centralized design principles laid out in rebranding projects. Identical graphics and text layout prevent one product from standing out from the line-up in a disjointed manner. Cohesive down to the smallest detail, the brand remains front and center of every permutation. Such cohesion streamlines production processes and reduces costs compared to discrete approaches. Most importantly, it firmly imprints the new brand identity upon customers by saturating aisles with one clear impression. ## Rebranding communication plan. Thoughtfully planned branding and rebranding strategies are crucial when transforming. The style guide acts as a conductor’s sheet music, detailing touchpoints and timing to maintain harmony throughout rebranding efforts. Therefore, companies must have a solid [rebranding launch](https://www.smashbrand.com/articles/rebranding-launch/ "How to Execute a Flawless Rebranding Launch") plan. Internal stakeholders must receive information first to adhere to the branding best practices and allow them to spread enthusiasm. Employees should undergo training to become brand ambassadors before any public debut. Consumer-facing channels then release information in a staged sequence, building intrigue with teasers before unveiling complete details of rebranding or repositioning. Improved benefits are emphasized to keep a customer-centric focus. Messaging and imagery highlight solutions to previously faced problems. Retailers receive personalized briefings and promotional support, driving aisle endorsement. Industry peers gain insights through bylined articles or speaking engagements. Public relations plays a vital role in spreading the announcement. Paid, owned, and earned channels work together to reach the maximum audience, and analytics track the understanding and sentiment toward the campaign. The agile response team addresses any confusion to ensure the new brand identity is well-received. ## Website and digital presence. The website is crucial as a brand’s flagship storefront to showcase transformations. But when revamping digital touchpoints cohesively within budget and time constraints, questions about rebranding often arise. Adhering to brand guidelines is one of the best practices for rebranding a business under such conditions. The new look can be easily implemented across all online profiles using templates with standardized colors, fonts, logos, and other design elements. This approach ensures that internal teams require minimal guidance to implement visual overhauls that reflect the strategic repositioning. Content receives a refresh through an SEO-optimized lens. Updated product descriptions succinctly promote new benefits. Dynamic pages replace static images to maintain consistency as assets evolve. User experience enhancements like streamlined navigation cater to changing consumer habits. Social platforms mirror the website’s tone and messaging. Highlight reels introduce refreshed offerings to new and existing followers. Paid promotions elevate visibility and impressions. Analytics provide a dashboard to optimize engagement and fine-tune digital strategies. Ensuring a seamless online-to-offline experience helps customers embrace changes. Those who thoughtfully bridge all branding touchpoints reap returns as their reinvented presence resonates throughout digital and physical realms. ## Consumer testing and focus groups. Companies that need rebranding must gather direct input from a vital checkpoint on the rebranding journey. While brand assets may excite internally, existing customers hold ultimate approval. Focus groups and surveys provide qualitative insights straight from the target audience. Presenting new logos, packaging prototypes, messaging, and digital presences to loyal customers gauges top-of-mind awareness, perceived differences, and reactions. Observing interactions with each rebranding element reveals what resonates or requires refinement. In-depth discussions with existing customers uncover more profound sentiments around improvements or concerns. Moderated conversations explore emotional responses and how the brand now makes them feel versus prior perceptions. Testing also determines if the brand reputation and identity translate as planned. Surveying a broader sample quantifies qualitative findings. Questions measure brand recognition, understanding of its positioning, and whether goals around perceived benefits have been achieved. Incorporating consumer feedback with careful considerations for rebranding preserves hard-earned brand loyalty by addressing issues early. Iterative testing cycles within brand assets sharpen the refined identity to serve the target audience better. ## Inventory management. A well-planned corporate identity rollout accounts for the existing stock of old brand assets. With production timelines and retail commitments in place, [rebranding questions](https://www.smashbrand.com/articles/rebranding-questions/) often center around efficiently transitioning inventory. Conducting an inventory audit tallies stock levels across all products, packaging, uniforms, and collateral. Forecasting sales patterns helps set realistic timelines to sell through existing supplies. Shorter expiration or seasonal items may require quicker transitions. Developing a step-down marketing plan promotes gradual sell-through. Techniques like discounts, bundling with new items, or donation programs minimize write-offs. Clearance events paired with new branding previews reduce mixed messaging. Production schedules for new branding are considered inventory depletion goals. Gradual shifts avoid oversupply situations that devalue both new and old assets. Vendors receive lead times to align manufacturing changes. Reusing existing packaging or uniforms for samples and promotions positively activates old branding. Donations to charitable causes provide goodwill when expiration dates are near. Even extensive inventories transition smoothly with patience and precision. Those who view them as an extension of their brand minimize waste and maximize the value of every asset. ## Cultural sensitivity. As brands expand globally, cultural nuances emerge from rebranding strategies. While a unified identity strengthens recognition, one-size-fits-all approaches can backfire if insensitive to local nuances. Researching target markets uncovers cultural symbols, colors, languages, and traditions that may require adaptation. Focus groups with local stakeholders provide invaluable feedback on potential issues. Tailoring brand assets like logos, packaging design, tone of voice, and imagery ensures cultural sensitivity without losing consistency. Translating all materials preserves messaging quality across languages. Testing concepts with international audiences prevents offense. Social media acts as a socio-cultural bellwether – monitoring sentiment exposes any missteps early. Being aware rather than afraid of differences helps brands connect authentically. Adaptations celebrate diversity versus diluting identity. Global and local identities coexist through localization executed with care, respect, and local expertise. Inclusive rebranded touches resonate more powerfully by representing, not replacing, the cultures within which they operate. ## Regulatory compliance. When rebranding a CPG product, regulatory compliance must be considered to avoid legal issues that could undermine the rebranding effort. This is especially critical for brands operating in multiple regions or countries where regulations vary significantly. Staying updated on changing rules for packaging, labeling, ingredients, and import/export is key during a rebrand vs a reposition alone. By taking the time to understand new and existing regulations across markets, a brand can ensure its unique identity and any related launches adhere to all compliance guidelines from the outset. ## Retailer relationships. Retailer relationships require close collaboration for successful rebranding. Discuss plans early to gain feedback on execution at the store level. Provide high-res brand assets and comprehensive style guides for seamless shelf implementation. Offer promotional support through co-op marketing funds as an incentive. Gradual roll-outs prevent shortages while educating shoppers. Consistent communications maintain the trust that the improved branding enhances the customer experience both retailers and brands strive to deliver. With patience and partnership, retailers join as champions of the new identity. ## Budget wisely. Crafting an optimized rebranding strategy requires prudently allocating limited funds. Conducting market research and analyzing competitor spending clarifies where consumers encounter brands most. Packaging undergoes rigorous testing for maximal shelf-popping appeal, but simpler designs tweaked incrementally spare expenses. Savvy marketers invest marketing dollars in customer-centric efforts like social media campaigns and public relations activations that shift perception significantly at lower costs than traditional avenues. Comprehensive internal and external communications disseminate context, facilitating understanding, which is critical for buy-in. Staggering expenses while tracking key metrics ensures that only activities that move the needle continue, preserving the budget to cement a successful new brand identity in the long term. ## Monitor and measure. Careful monitoring and measurement are crucial in determining the success of a rebrand for any CPG brand. Capturing metrics like sales volumes, market share, and velocity pre-and-post launch provides quantifiable indicators. But, [rebranding questions](https://www.smashbrand.com/articles/rebranding-questions/ "24 Critical Rebranding Questions You Must Ask.") often arise around maximizing intangible impacts. Surveying consumers regarding brand recognition, perceived value, and benefits gauges the achievement of strategic goals. Qualitative data from focus groups unveils emotional connections and identifies lingering rebranding questions. Social listening tracks sentiment and conversations and reveals opportunities. Analyzing such insights enables well-timed optimization to increase brand value. Iterative adjustments sustain the long-term [benefits of rebranding](https://www.smashbrand.com/articles/benefits-of-rebranding/) versus short-lived gains. With persistent evaluation, brands prove returns and refine their identity as their understanding of customers deepens. ## Patience and long-term vision. Rebranding yields results gradually as brand recognition evolves. Instant transformations appear disingenuous versus authentic evolutions. While initial metrics impact profitability, long-term viability depends on steadfast vision. Staying true to strategic objectives while tracking incremental gains maintains investors and stakeholders. Early losses may surface from confusion or reluctance, yet consistency wins back shoppers. Inviting feedback clarifies misunderstandings while solidifying identity. Change demands patience as customers integrate new associations. With time, even skeptics accept improvements. Remaining devoted to elevated standards versus chasing short-lived hype secures heritable equity and durable market share. Enduring premium perception outweighs ephemeral boosts from drastic shifts lacking depth. ## Sustainability considerations. Incorporating sustainability builds brand equity while fulfilling growing customer interests. Rebranding offers the chance to showcase existing eco-efforts and inaugurate new ones. Subtle adjustments like post-consumer packaging or digitizing marketing material heighten viability without costs. Partnerships supporting green causes demonstrate responsibility in action. Transparency regarding sourcing empowers informed buying. Educating staff to spread sustainability messages internally and externally boosts morale and trust. Customers increasingly favor commitments to people and the planet, not solely profit. A rebrand subtly strengthened by sustainability positioning attracts conscious consumers of today and tomorrow, protecting the long-term customer base as brand values evolve with shifting priorities. ## The risk of not following best practices for rebranding a business. New brands may not address pressing issues or leverage untapped potential without stakeholder input. Inconsistency confuses customers, old and new, weakening the connection to the current brand essence. Uneven execution causes brand confusion across markets without guidance. Poor research leaves cultural nuances unconsidered, possibly alienating audiences. Underfunded initiatives deliver subpar experiences, squandering hard-earned recognition. An unclear strategy sparks questions, while absent measurement precludes improvement. Haste produces superficial transformations vulnerable to skepticism versus authentic evolutions. Neglecting sustainability alienates customers seeking principled partners. Non-adherence invites such missteps, diminishing rebranding’s ability to accelerate future growth. ## Not latching on to the latest trends. While trend-hopping may initially spike attention, sustaining relevance demands a balanced approach. Loyal customers support brands offering reliable qualities that fulfill perpetual needs. Rebranding solely to capitalize on fleeting hype risks inconsistency, confusing audiences, and weakening trust in the brand. Coherence across campaigns and years brings comfort in an uncertain world. Well-researched evolution tapping trends yet staying true to positioning and purpose attracts diverse demographics over time. Superficial shifts chasing every new movement leave customers unsure of what the brand represents. Anchoring one’s identity in more profound insights and timeless values instead of surface-level fads builds foundations for longevity despite market fluctuations. ## Data-driven brand development that can guarantee sales performance. If you need a rebrand with performance predictability, we can help. SmashBrand is a brand development agency that researches, designs, and tests all brand assets to ensure peak shelf performance. Book a time to learn more about how we can help you find the right name and to discuss your project with our team. **Categories:** More --- ### [A Strategic Approach To Memorable Name Development.](https://www.smashbrand.com/articles/name-development/) **Published:** August 8, 2023 **Author:** Jason Vaught **Content:** Assuming that “a name is just a name” is a giant mistake, no matter what types of products you produce. Your product name often creates the first impression consumers have with your company, becoming the linchpin of the brand or product’s identity. Whether talking big or small businesses, product creators eyeing top-shelf space must incorporate name development as a pivotal part of the overall brand strategy. Understanding the art and science of name development is how you go from a good name to a great one that establishes a lasting connection with your target audience. This article delves into both, helping you understand the strategic steps your brand must take for name development. We also discuss the pitfalls of choosing the “wrong name,” helping you understand what brands must consider as a part of a long-term multi-product international naming strategy. Ready to uncover the secrets behind a good name? Let’s dive in! ### Brand Name Development Company branding is an integral part of the success of every product, and the brand name is the cornerstone of all branding efforts. Crafting the right business name means more than being catchy; it creates a lasting emotional response with customers, where experiences and feelings become associated with your name. When done right, a company name becomes more than a word; it’s a powerful narrative that impacts your brand identity. ### Product Name Development When you have a successful product, it becomes the star of the show, but a successful product doesn’t happen by quality or taste alone; the branding and positioning of the product are significant contributors to how much market share the product owns, hence why big brands invest so much into [product naming](https://www.smashbrand.com/articles/product-naming/) to understand market insights, identifying competitive gaps, and performing name testing; all to know how to reach their target audience best. ### When They Intersect Based on the initial strategy, there is the possibility that the brand name is the product name to simplify the branding effort. There is also the possibility that some products become so successful that they become iconic brands in their own right. Understanding your future business structure plans is vital to create a harmonious identity that consumers recognize and trust. The naming intersection is a testament to the power of these words and their ability to shape, redefine, and elevate a brand’s presence in the market landscape. Because of this complexity, working with a brand-naming company creates the opportunity for a tailored, strategic approach that captures the essence of the brand and the product, ensuring maximum resonance and recall among consumers. ## The Complete Name Development Process Whether for a brand or product, navigating the intricacies of creating the perfect name is complex. It requires digging deep to find insights, cultivating creative concepts, and validating each idea’s impact on consumers. Let’s unpack each stage involved to ensure a name doesn’t just “sound” good but hits home with the target audience. ### Research Market research is the foundation of every excellent naming strategy. Understanding the product category, including the target audience, competitors, and environments where selling occurs, all play a role in choosing distinct and memorable potential names for your product. ### Strategy Behind every successful name is a sound strategy that includes sorting through the data and leveraging a team of experts who provide valuable insights based on their experience. Through a data-driven approach, naming experts will churn out ideas that understand the nuances of the target market, find a way to penetrate through the noise of competitors, and find a home in the consumer’s mind. **Insight:** Brainstorming sessions become the crucible for refining raw concepts, paving the way for names that stand out and make sense. ### Creative The magic happens through the creative phase, where copywriters and branding experts collaborate to turn strategies into naming concepts. More than creating a list of potential names, it’s about turning one or two words into a story that becomes a conversation people have about the product. **Insight:** Research and strategy continue through this phase as brands must consider the legal implications of a name, cultural sensitivities, and domain name availability. **Trademark Screening** Check trademarks to ensure your chosen name doesn’t infringe on existing rights, preventing potential legal complications and safeguarding your brand’s identity. **Cultural Sensitivities** Ensure the chosen name resonates positively across diverse populations and is globally acceptable without unintended connotations. **Domain Availability** Ensure the chosen name can be effectively utilized online, paving the way for seamless marketing and brand presence in the digital space. ### Testing How do we make sure a name will resonate with consumers? The answer is through rigorous name testing. To gauge the market’s reception of a name, we must put it in front of consumers to see what it makes them think, feel, and do. Like packaging design, name testing occurs through a group of concept names where we identify the ones most aligned with the audience’s perceptions, preferences, and expectations. ### Iterations A test that determines a winner among the naming concepts doesn’t mean we’ve finished our work. A great name is often a slight tweak from the original idea. Iterations are a necessary part of the [naming process](https://www.smashbrand.com/articles/naming-process/ "naming process") for any product competing in established categories with strong competitors. ## Brand And Product Name Development Agency SmashBrand is the only brand development and [naming agency](https://www.smashbrand.com/brand-product-naming/ "naming agency") to guarantee a performance lift. We work with consumer brands, helping them build a standout product that competes in the most demanding retail environments. Our naming services are a part of our **Path To Peformance™** process, where we create a brand strategy and packaging design that puts your best foot forward. Book a time to discuss your project with our team. **Categories:** Strategy --- ### [An Agency's Guide To Brand Development.](https://www.smashbrand.com/articles/brand-development/) **Published:** April 18, 2023 **Author:** Jason Vaught **Categories:** Strategy --- ### [The How-To Guide For Product Brand Development.](https://www.smashbrand.com/articles/product-brand-development/) **Published:** November 3, 2023 **Author:** Jason Vaught **Categories:** Strategy, Design, Testing --- ### [How To Perform A Data-Driven Brand Refresh.](https://www.smashbrand.com/articles/brand-refresh/) **Published:** September 26, 2023 **Author:** Jason Vaught **Content:** Through complacency, declining sales, or a changing market landscape, a brand refresh is a pivotal strategy to rejuvenate a company’s image and re-engage its target audience. But giving your brand a fresh look does not guarantee a solution to these problems. It could result in worse performance than your current branding offers. Even though refreshing a brand is less of an overhaul than a [rebranding campaign](https://www.smashbrand.com/articles/5-steps-to-take-for-a-successful-rebranding-campaign/ "rebranding campaign"), even subtle changes to your brand message and visual identity require careful consideration. This article aims to unlock what’s required for a successful brand refresh, helping you take the proper steps for implementing it as a part of your brand strategy. ## What is A Brand Refresh A brand refresh is a nuanced modification of existing brand elements to remain relevant and appealing in today’s market. It’s not a complete overhaul, like [rebranding](https://www.smashbrand.com/articles/rebranding/ "rebranding"), but more about finetuning the messaging, visual identity, and other aspects of your existing brand to better align with the preferences of your target audience. When undertaken with strategic insight, it marries the essence of your brand’s tradition with the evolving demands of the modern consumer, ensuring optimization of brand awareness and recognition for current and new audiences. ## Balancing Modernization With Tradition Unlike the process of creating a new brand design, a branding refresh includes several steps to understand what the current brand identity must include with the new look. Many brands forego these pivotal steps, costing them significant brand recognition and resulting in a performance loss. Brands must consider the push and pull of evolving consumer preferences to ensure product loyalty before they push for greater brand awareness to a new audience. ## Why Do A Brand Refresh? The most common reason for a refresh is declining revenues. Even if it is so tiny that it does not, your CFO barely notices a subtle decline in sales, which could be a sign of things to come. While revenue losses are the symptom, you must look for the root cause as to why brand performance is slipping. - **Outdated Brand Identity:** The visual elements like logo, colors, and design no longer resonate with the contemporary audience, leading to reduced purchases. - **Shift in Target Demographics:** The core audience the brand initially targeted has evolved or shifted, causing a misalignment with current marketing efforts. - **Changing Market Dynamics**: Introduction of new competitors or disruptive technologies in the market that have captured a portion of the brand’s customer base. - **Evolving Consumer Preferences:** What consumers value or expect from brands may have changed over time, causing them to choose other products or services. - **Inconsistent Brand Messaging:** Confusing or inconsistent messaging across different channels can reduce trust and decrease sales. - **New Product or Service Offerings:** Introduction of new products or services that don’t align with the current brand identity, causing confusion or misalignment in the market. - **A decline in Brand Loyalty:** Data shows that once loyal customers are switching to competitors or alternative products, it leads to lost sales. Of course, the demand for a brand refresh isn’t always a result of doom and gloom. Brands who see a unique opportunity to align with a new audience may use a brand refresh to push themselves in the right direction to attract new customers. ## Benefits Of A Brand Refresh The job of a brand is to stay in tune with contemporary shopper behaviors without sidelining the existing customer base. A brand has to keep tabs on the modern trends that have a heightened consumer appeal. A brand refresh presents an opportunity to analyze these strategies, where you improve the look and messages to increase your digital and physical footprint. Refreshing a brand can save you from being delisted or help you strengthen your current position in the market. When taking a new approach, a brand refresh can help you widen your reach, capturing the attention of a new audience through a more refined position. ## What Elements of Branding Can You Refresh? While every design element can be enhanced, a refresh focuses on specific presentation categories. Key areas that often benefit the most from a refresh include: 1. Website Design: Ensuring user-friendly navigation, updated content, and a visual aesthetic that excites. 2. Logo: Subtle changes can modernize the brand’s image. 3. Packaging design: Attract consumers on the shelf or online for increased product trial and repeat purchases. 4. Social media: Creating consistent, engaging visuals that connect with the target audience better. A brand refresh can create a cohesive and contemporary brand presentation across all touchpoints by zeroing in on these areas. ## Steps For A Successful Brand Refresh A successful brand refresh strategy is equal parts strategy, creative, and testing, which we will cover in this part of the article. It requires a unified alliance between the brand manager, creative director, marketing director, and a brand refresh agency to identify what’s timeless and the best way to move the brand forward. ### Customer & Shopper Engagement A [brand audit](https://www.smashbrand.com/articles/brand-audit/ "brand audit ") looks at the company and its products to establish a baseline understanding. Within a brand audit, we deep dive into the company, its current and target audience, its competitors, and the sales channels where it currently operates. Collectively, a brand refresh specialist will have a comprehensive understanding of the level of their brand equity and essence. **Tip:** To effectively gather and analyze the necessary data for a successful brand refresh, consider partnering with a reputable [data engineering company](https://www.avenga.com/our-expertise/data-engineering/ "data engineering company") that can help you collect, process, and derive meaningful insights from various data sources, enabling data-driven decision-making throughout the refresh process. At SmashBrand, our [brand strategists](https://www.smashbrand.com/strategy/ "brand strategists") review all company reports and documentation, perform social media listening, visit retail stores, and leverage tools like surveys and consumer panels to gather invaluable insights. The audit is one of the most essential parts of a brand refresh process. ### Positioning Through Brand Messaging Effective brand positioning, where you streamline a narrative of the most to least important benefit, is how you cut through the noise of competitive shelves and listings. Since the words most accurately describe the brand story and showcase the brand voice, they are the first aspect of the refresh we change. ### Reimagining The Packaging Design While strategy and testing create the opportunity for a data-driven brand refresh, exploring creative concepts is how you distinguish your visual design from competitors and infuse design elements that present the brand’s soul. You must explore various approaches to the brand’s position, finding the most impactful way to visually communicate the message in those 5-15 seconds when a consumer makes a purchase decision. ### Validating Through Brand Testing An item that does not exist on most company’s brand refresh or [rebrand checklist ](https://www.smashbrand.com/articles/rebranding-checklist/ "rebrand checklist ")is consumer testing each aspect of the refresh. Our PackWords™ and PREformance™ testing ensures the brand refresh attracts potential customers while continuing to serve existing customers. ### Integrating Digital and Physical Touchpoints We live in an omnichannel world, and for brand consistency to occur, you must ensure that your new refresh is broadcast accurately online and in retail stores. So, in a packaging refresh, your design team will need a set of current brand guidelines to ensure each piece of marketing material and digital collateral consistently represents the brand. ### Articulating the Refreshed Brand Vision But it isn’t just your design and marketing departments that must be aware of the change. All team members must understand the brand guidelines for speaking visually and auditorially with the target audience. It may seem overkill, but inconsistency in brand colors, font styles, and tone of voice on touchpoints such as email signatures and phone support impacts the brand’s essence. ### Incorporating Continuous Optimization The real work begins when the refresh is complete. Like a successful rebrand, you only understand its impact over a period of time. And while certain aspects of the refresh are static and hard to change, others are more fluid and can be optimized as long as they remain within your brand theme. To continuously monitor feedback, employ real-time analytics, first-party data, social listening, and shopper feedback tools to finetune post-refresh. Yes, you will need to invest in these data sets and [SaaS reporting tools](https://www.luzmo.com/blog/saas-analytics-features) continuously. Companies implementing [data strategy services](https://intellias.com/data-strategy-consulting/) maximize their ROI from analytics investments while ensuring consistent brand performance monitoring. ## Refresh Pitfalls And How to Sidestep Them While the [risks of rebranding](https://www.smashbrand.com/articles/risks-of-rebranding/ "risks of rebranding") may be more permanent and damaging to a brand, a company can experience a drop in performance after a refresh. Here’s what to look for and how to mitigate these potential brand refresh mistakes. ### Consumer Confusion **Risk:** If abrupt changes are not communicated effectively, consumers might get confused about what the brand stands for. **Mitigation:** Conduct thorough market research before implementing changes and ensure clear communication about the changes to the audience. ### Dilution of Brand Equity **Risk:** Too many changes might weaken the brand’s reputation and value. **Mitigation:** Retain core elements that resonate strongly with the existing audience while making incremental changes. ### Inconsistency Across Platforms **Risk:** Discrepancies in brand presentation across different channels can confuse consumers and weaken trust. **Mitigation:** Ensure all branding materials, both digital and physical, are updated consistently and cohesively. ### Alienating Loyal Customers **Risk:** Long-time customers might feel the brand they loved has moved away from its original ethos. **Mitigation:** Engage with loyal customers, gather feedback, and involve them in the refresh process to ensure you hear their feelings and opinions on the change. ### Inadequate Research **Risk:** Basing the refresh on assumptions or superficial data can lead to misguided decisions. **Mitigation:** Invest in comprehensive market and consumer research to ensure changes align with consumer needs and preferences. ### Poor Execution **Risk:** Even if the strategy behind the refresh is solid, poor execution can lead to unfavorable results. **Mitigation:** Collaborate with experienced designers, strategists, and communication experts to ensure flawless implementation. ### Lack of Internal Alignment **Risk:** If company employees and stakeholders are not on board or informed, they might not represent the refreshed brand correctly. **Mitigation:** Conduct internal workshops and training sessions to ensure everyone understands and aligns with the new brand direction. ## Refreshing A Commodity Category In the fiercely competitive realm of bottled water, the allure of package design branding becomes paramount to captivate consumers. Evamor, initially a regional contender in the bottled water scene, approached our agency with aspirations to carve a niche on the national stage. Despite boasting a top-tier product, their brand imagery failed to command the spotlight in the marketplace. Our team delved into crafting a unique brand position, weaving the brand’s narrative, and sculpting a visual representation that exudes refreshing vibes. This revitalized approach turbocharged Evamor’s brand appeal, surging purchase intent by a staggering 300%. Armed with this robust data, Evamor steps forth with renewed vigor and assurance as they venture into fresh markets. You can learn from this brand refresh case study that no matter how commoditized the product category is, a brand redesign can significantly impact sales performance. Design psychology contributes to all products, whether selling them online, offline, or both. ## Data-Driven Brand Development That Can Guarantee Sales Performance. If you need a refresh with performance predictability, we can help. SmashBrand is a brand development agency that researches, designs, and tests all products to ensure peak shelf performance. Book a time to discuss your project with our team. **Categories:** Strategy, Design, Testing --- ### [How To Craft An Effective Brand Positioning Framework.](https://www.smashbrand.com/articles/brand-positioning-framework/) **Published:** March 14, 2023 **Author:** Jason Vaught **Content:** How do you ensure that your brand distinguishes itself within a crowded market? The secret lies in a robust brand positioning framework. It is a strategic approach that defines the essence of your brand’s existence. But what are the [basics of brand positioning](https://www.smashbrand.com/articles/the-basics-of-brand-positioning/)? How can it transform the way customers perceive your brand? This article addresses all the queries about developing a highly effective brand positioning framework. It provides a comprehensive guide on how to craft and align brand attributes with customer needs, enabling you to create a unique space that resonates with your audience. This article also outlines how to successfully develop and implement positioning strategies to attract and retain loyal customers. Learn how to harness the power of brand positioning and build a strong foundation for your business. ## Elements of Brand Positioning Framework Every practical brand positioning framework has several elements that act as its foundations. These elements help companies to build a powerful brand strategy. They ensure every marketing strategy resonates with the target audience. These elements are as follows: ### Knowing the Target Audience Before devising a [brand positioning strategy](https://www.smashbrand.com/articles/brand-positioning-strategy/), a company must know its target audience and their preferences. Information about the target audience helps narrow the landscape to a specific group. It allows brands to tailor their messaging to a particular customer group rather than the whole market. For instance, a CPG food brand offering plant-based food only serves vegetarian customers. It also helps reduce competition. ### Analyzing Competitors Competitor-based positioning systematically examines how competitors are perceived in the marketplace. Start by identifying direct and indirect competitors to understand the broader competitive landscape. Evaluate their positioning statements, marketing materials, and customer interactions to discern their brand strategy. Look for patterns in how your competitors communicate their [unique selling propositions](https://www.optimizely.com/optimization-glossary/unique-selling-point/), target customer segments, and address customer needs. By understanding the strengths and weaknesses of your competitors’ positioning, you can refine your strategy to capitalize on gaps in the market, differentiate your brand, and offer superior value to your target audience. ### Unique value proposition Learning about the target audience and their interest alone is not enough. There could be hundreds, if not thousands, of similar products. Your brand must have a unique value proposition that makes it stand out. The company must address its target audience’s needs differently from competitors. It must convince them that it has the solution to their problems. For instance, Head & Shoulders has positioned itself [as an anti-dandruff shampoo](https://headandshoulders.com/en-us/about/our-philosophy), while Dove is known for smooth and silky hair. ### Understanding of the Current Brand Positioning knowledge of current positioning is like oxygen for a successful positioning framework. It allows companies to learn how people perceive their brand in the market. It involves assessing the brand’s image, reputation, and place against competition. This way, companies can learn the gap between their desired brand position and customer perceptions. Knowledge about the current brand personality and position guides strategic adjustments. ### Brand positioning statement A [brand positioning statement](https://www.smashbrand.com/articles/brand-positioning-statement/) is a brief declaration that captures the essence of the brand’s unique value. It distills complex brand attributes into a clear message. This clear message allows the company to differentiate itself from its competitors. There are hundreds of brand positioning examples, with statements as a guiding star for all brand-related decisions and communications. They are not just internal mantras but form the basis of the external messaging strategy, ensuring consistency and clarity in how the brand is presented to the world. ## Developing The Brand Positioning Framework Creating a successful brand positioning framework requires proper planning. The process consists of several steps, including detailed market research and data collection. Companies can use this data to extract meaningful insights and make data-driven decisions. The following are the essential steps for creating a practical [brand positioning](https://www.smashbrand.com/articles/brand-positioning/) framework. ### Market Research Market research is the cornerstone of the strategy. Its advantages include learning about the target market’s interests, competitors’ strategies, and current brand position. Companies can leverage social media platforms, focus groups, and niche-related forums and conduct surveys and interviews to gather valuable insights about the target audience. Utilizing the latest technologies, such as AI and ML, can expedite the process, thus saving time and effort. Companies may leverage [AI tools](https://undetectable.ai/) like GPT, Claud, Llama, etc, to study the data extracted from the market research. After carefully analyzing the data, they may learn about new trends and spikes in interest. ### Crafting a Brand Positioning Strategy Crafting an effective brand positioning strategy involves selecting the right approach that aligns with your brand’s strengths and market opportunities. Here are different types of brand positioning strategies that companies may adopt depending on their situation and goals: #### Quality-Based Positioning Strategy It is ideal for brands that take pride in offering premium products with exceptional craftsmanship, artisanal production, high-quality materials, or sustainable practices. For instance, Dom Perignon has positioned itself for its ultimate quality and unique packaging. A way to showcase evidence of superior quality is through testimonials, awards, or independent studies confirming high standards. #### Price-Based Positioning Companies that aim to be recognized as the most affordable option in the market leverage this strategy. It’s a compelling way to attract cost-conscious consumers. But, brands must be careful about the potential price wars that may erode profits. They must strive to balance affordability with maintaining perceived value. Pampers, Tide, Pringles, and Tylenol are famous examples of price-based positioning strategies. #### Customer Service Positioning Exceptional service can be a real game-changer. Customer service positioning focuses on offering unparalleled customer support. It helps companies gain an advantage over their competitors, signaling their target audience how much they care. Brands like Zappos are famous for setting high standards by innovating in customer service. They have developed a remarkable shopping experience that sets them apart. #### Convenience-Based Positioning In today’s fast-paced world, making consumers’ lives more accessible can be highly rewarding. This strategy is about simplifying usage or enhancing accessibility. For instance, a wine brand may introduce innovative packaging that is easy to open and consume wine from. Another example of a convenience-based brand positioning strategy is Swiffer; see how the company has revolutionized cleaning with its easy-to-use products. This strategy is helpful for highly saturated markets with complex and cumbersome offerings. #### Differentiation Brand Positioning Offering unique products and solutions can set the brand apart from the crowd. Brands must ensure their offering live up to the promise of innovation to avoid consumer skepticism. For mainstream acceptance, it becomes necessary to mitigate fears of newness with assurances of reliability and performance. ### Crafting the Right Positioning Statement Crafting a unique brand positioning statement involves various steps. The goal is to encapsulate the brand’s unique value proposition to the right target audience. Here’s a step-by-step process to create an effective positioning statement that resonates with the target market: - Identify the ideal customer. Understand their demographics, psychographics, and behavior. - Research the competitor’s statement and carefully analyze it to get new opportunities and learn what works with the current market. - List the brand’s strengths, features, and characteristics to differentiate it from competitors. - Translate the brand attributes into benefits for the customer. How do your brand’s features solve problems or improve the customer’s situation? - Combine the target audience, unique attributes, and customer benefits into a concise statement. - Introduce the statement to stakeholders and target audience. Be open to feedback and ready to refine it if needed. Common pitfalls to avoid when crafting your brand positioning statement include: - Avoid generic statements that could apply to any brand. Be specific about what makes your brand unique. - Do not make claims that your product or service cannot deliver. It can damage your brand’s credibility. - Ensure that your positioning statement addresses real customer needs and concerns. It must be customer-focused, not just brand-focused. - Your positioning statement should be reflected consistently across all marketing materials and customer touchpoints. ### Implementing The Positioning Strategy Crafting a compelling positioning strategy is only half the work done. Implementing the developed strategy can be a real challenge for companies now. The margin for error is too small, and one small mistake can ruin the efforts. Companies may follow these steps to properly implement their positioning strategy without facing pitfalls: #### Brand Identity and Architecture Alignment Brand identity and brand architecture are foundational elements that support and enhance the positioning strategy. Brand identity is the visible elements, including color, design, logo, fonts, and typography. It is a reflection of how brands want to be perceived. A strategically made brand identity communicates the core values, brand personality, and promise. Brand architecture means the structure of the brands within an organization’s portfolio. It organizes and structures the relationship between the parent brand, sub-brand, and products. Companies must ensure clarity and synergy across the brand hierarchy. To align identity and architecture with a positioning strategy, companies must follow these steps: - Ensure Consistency across all touchpoints - Clarify Relationships - Leverage the Brand equity - Differentiate the brand - Communicate Clearly #### Product Positioning and Brand Experience Product positioning strategically presents a product’s benefits and differentiators to a target audience. Effective product positioning addresses customer needs, preferences, and pain points and communicates why it is the best choice for them. Brand Experience, conversely, encompasses every touchpoint and interaction a customer has with a brand. It includes advertising, packaging, customer service, and product usage. It’s the total sensations, emotions, perceptions, and responses people have about a brand. Here’s how product positioning ties into the overall brand experience: **Expectation Setting:** Product positioning sets expectations for the customer. It promises a specific value, benefit, or experience that the product will deliver. The brand experience must fulfill or exceed these expectations to maintain credibility and customer satisfaction. **Consistency Across Touchpoints:** The messaging and value proposition established through product positioning should be consistent across all brand touchpoints to reinforce the brand experience. Inconsistencies can lead to confusion and erode trust in the brand. **Emotional Connection:** Effective product positioning can create an emotional connection with the target audience. When this emotional narrative is echoed throughout the brand experience, it can strengthen customer loyalty and brand advocacy. **Feedback Loop:** Customer feedback from the brand experience can inform and refine product positioning. Understanding how customers use and feel about a product can lead to better positioning strategies that resonate more deeply with the market. ## Positioning in the Digital Age Calling the world a global village is too old now. With exponentially growing technology, brands must also position themselves on different digital platforms. This allows brands to reach a wider audience and turn them into loyal customers. ### Enhancing Customer Experience through Customer Service Enhancing customer experience through customer service in the digital age involves leveraging technology to offer personalized, efficient support across multiple digital channels, fostering a positive brand perception and a competitive edge by consistently meeting customer needs promptly and effectively. ### Building Brand Awareness Online To increase brand awareness through digital channels, consider these strategies: - **SEO:** Leverage [the best SEO strategies in 2024](https://www.highflyers.media/blogs/how-small-businesses-will-reinvent-their-seo-strategies-in-2024) and optimize your website for search engines to improve visibility for relevant queries. - **Content Marketing:** Share valuable content that engages your audience and showcases your expertise. - **Social Media:** Utilize platforms to connect with your audience, share content, and encourage engagement. - **Influencer Partnerships:** Collaborate with influencers to reach new audiences. - **Paid Advertising:** Use targeted ads to place your brand in front of potential customers. - **Email Marketing:** Send newsletters and promotions to keep your brand top-of-mind. - **Analytics and Adaptation:** Monitor performance and adjust strategies for better results. ## Measuring Brand Positioning and Perception To assess brand perception and engagement, consider the following methods: - **Social Listening:** Monitor social media for mentions, sentiment, and conversations about your brand to gauge public perception. - **Surveys and Feedback:** Conduct online surveys and request customer feedback to understand their experiences and views on your brand. - **Engagement Metrics:** Track likes, shares, comments, and follows on social media to measure user interaction and engagement levels. - [**Brand Positioning Map**](https://www.smashbrand.com/articles/brand-positioning-map/)**:** Create a visual representation of your brand’s position relative to competitors in consumers’ minds based on key attributes and values. - **Website Analytics:** Use tools like Google Analytics to analyze website traffic, user behavior, and conversion rates, indicating how effectively your brand engages online visitors. - **Customer Reviews and Ratings:** Analyze customer reviews and ratings on e-commerce platforms, Google, and review sites for direct insights into brand perception. - **Net Promoter Score (NPS):** Measure customer loyalty and the likelihood of recommendations to assess overall brand perception. ## Maintaining and Evolving Your Brand Position To ensure that market positioning remains competitive, continuously analyze market trends and consumer behavior. Leverage tools like social listening and market research to stay updated about shifting preferences. Keep learning about emerging needs and allow agile adjustments to your brand position. Carefully evaluate market opportunities and try to extend your brand to new offerings. This strategic growth attracts new audiences and maintains a vital brand essence. But if the market dynamics drastically change or brand relevance wanes, consider a rebrand. Ongoing brand management is crucial for sustaining a strong brand positioning. It requires a steadfast commitment to your brand’s promise, consistent messaging across all platforms, and a willingness to evolve without losing the essence that customers trust and recognize. ## Data-Driven **Brand Positioning Framework** Are you struggling to position your brand in a competitive landscape? Smashbrand can help. The company utilizes a data-driven approach to develop a practical brand positioning framework that brings results. As your [brand positioning agency](https://www.smashbrand.com/brand-positioning/), our package design testing process will make a strong brand image and a brand positioning framework you can use across your entire product line. Book a time to discuss your project with our team. **Categories:** Strategy --- ### [Brand Innovation And Packaging Strategies To Drive Performance.](https://www.smashbrand.com/articles/brand-innovation-and-packaging/) **Published:** August 29, 2023 **Author:** Jason Vaught **Content:** Uninspired packaging is a surefire way to lose sales and diminish brand recognition. If your product fails to capture attention on the shelf, it will be overlooked by consumers and the store buyer during their next inventory purchase. New products must incorporate brand innovation and packaging that puts the brand’s best foot forward. Think of your innovative product sitting on the retail shelf, overshadowed by competitors with eye-catching packaging. Every time a consumer encounters your brand without a [strategic packaging design](https://www.smashbrand.com/articles/cpg-packaging-design/ "CPG Packaging Design: A Strategic Look At The Design Process.") in place, it is a day they are likely choosing alternatives. The stakes are high—poor packaging means lost sales, product delisting, a tarnished brand image, and diminished customer loyalty. We wrote this article to explain how [innovative packaging](https://www.smashbrand.com/articles/ecommerce-packaging/ "10 Tips for Innovative Ecommerce Packaging.") design drives sales performance on the shelf. You will learn to use proper packaging to uplift your brand and drive consumer engagement, ensuring your product gets noticed and becomes a favorite among shoppers. ## The Intersection Brand Innovation and Packaging Brand innovation and packaging are forever linked, driving product differentiation and market success. Packaging design is a crucial [element of brand strategy](https://www.linkedin.com/pulse/9-key-elements-brandstrategy-arek-dvornechuck), serving as a tangible representation of a company’s identity and values. Practical brand innovation in packaging addresses evolving consumer needs while reinforcing brand positioning. This synergy between [brand development strategy](https://www.smashbrand.com/articles/brand-development-strategy/) and packaging innovation creates a powerful tool for market differentiation. The innovation process in packaging design goes beyond aesthetics, incorporating functionality, sustainability, and user experience. Companies can create a cohesive brand identity by aligning packaging design with brand strategy. This approach enhances product appeal and strengthens brand recall and loyalty. Ultimately, the intersection of brand innovation and packaging design is a strategic leverage point for companies seeking to stand out in competitive markets and meet changing consumer expectations. ## Impact on Consumer Perception and Behavior Innovative packaging plays a decisive role in shaping consumer perception and behavior. A striking package design can instantly boost brand recognition, drawing consumers’ attention to crowded retail shelves. In the beauty industry, for example, distinctive packaging—whether through unique shapes, materials, or finishes—can elevate a product’s perceived value and luxury, directly influencing purchasing decisions. As [sustainability becomes a key driver of consumer behavior](https://search.proquest.com/openview/8f7abb9443acf3e36fe03941409e61dd/1?pq-origsite=gscholar&cbl=18750&diss=y), recyclable and eco-friendly packaging has become a significant motivator. Brands that highlight their environmental initiatives through packaging can attract eco-conscious consumers, potentially turning casual shoppers into loyal customers who align with the brand’s values. Successful brand innovation often uses packaging to create memorable experiences. Whether through interactive elements, personalized designs, or multi-functional features, innovative packaging can spark curiosity and build emotional connections. This emotional engagement influences consumer perception, can lead to impulse purchases, and fosters long-term brand loyalty. ## Innovative Packaging Strategies to Boost Sales Cutting-edge packaging technologies are transforming how brands connect with consumers and drive sales. Smart packaging featuring [QR codes](https://www.uniqode.com/qr-code-generator), NFC tags, and augmented reality turns products into interactive experiences. These innovations allow brands to deliver real-time product information, verify authenticity, and provide engaging content, enhancing consumer engagement and building trust. [Sustainable packaging](https://www.smashbrand.com/articles/consumer-demand-for-sustainable-packaging-is-on-the-rise/ "Consumer Demand for Sustainable Packaging Is On The Rise.") solutions lead the charge in product innovation as environmental concerns grow. Recyclable packaging made from bio-based materials or designs allowing easy separation of components is becoming increasingly popular. Some brands even explore edible packaging, eliminating waste while offering a distinctive selling point. Innovative packaging designs now incorporate features like oxygen scavengers and moisture control, which extend product shelf life and reduce food waste. These advancements appeal to eco-conscious consumers and offer practical benefits that can justify premium pricing. ## Personalization and Customization in Packaging Personalization and customization in packaging have become powerful tools for engaging consumers and building brand loyalty. By tailoring packaging to specific target audiences, brands can create emotional connections that help them stand out on shelves. For example, Coca-Cola’s 2023 AI-generated packaging designs for its Creations line featured unique, limited-edition flavors with customized artwork, making each bottle a collectible item. Similarly, Lay’s 2023 campaign showcased regionally inspired designs celebrating local cultures. Custom packaging is also highly effective for seasonal offerings. These strategies go beyond just enhancing shelf appeal—they create collectible items that encourage repeat purchases and build a deeper connection between consumers and brands. ## Sustainable Packaging Solutions Sustainable packaging is a significant driver for brand innovation, responding to the growing demands of environmentally conscious consumers. Eco-friendly packaging solutions are not just a trend but a necessity, offering substantial brand value and aligning with consumer insights. Biodegradable and recyclable materials are at the forefront of this movement. Brands are increasingly adopting packaging made from plant-based plastics, mushroom mycelium, and seaweed. The [packaging trend](https://www.smashbrand.com/articles/packaging-design-trends/ "The Top 10 Packaging Design Trends For 2024.") towards sustainability extends to innovative solutions like dissolvable packaging for household products and refillable containers for personal care items. These advancements cater to consumer preferences for reduced environmental impact without compromising product quality or convenience. ## Functional Innovations in Packaging Active packaging technologies, such as antimicrobial materials, are transforming how brands extend product shelf life. For example, ethylene absorbers used in fruit packaging can significantly delay ripening, helping to preserve quality for longer periods. These innovations are crucial in reducing food waste and enhancing the customer experience by ensuring that products remain fresh longer. Convenience features are also a critical focus in packaging innovation. Easy-open systems, resealable closures, and portion control designs are increasingly meeting consumer demands for practicality and ease of use. For instance, Heinz’s Dip & Squeeze ketchup packets offer dual functionality, making them perfect for on-the-go dining and traditional dipping. These functional packaging innovations directly impact customer satisfaction and brand loyalty. By improving product preservation and enhancing convenience, brands can differentiate themselves in crowded markets. The emphasis on extending shelf life and enhancing user experience highlights how packaging innovation is evolving to address practical needs and consumer preferences. ## Industry-Specific Packaging Innovations Packaging innovations in food and beverage are increasingly focused on sustainability and convenience. For instance, [wine packaging](https://www.smashbrand.com/articles/wine-packaging-design/ "Sip On This Guide To Wine Packaging Design.") is evolving with eco-friendly options like flat bottles and cans, reducing the carbon footprint and maintaining the quality of the wine. In [FMCG packaging design](https://www.smashbrand.com/articles/fmcg-packaging-design/ "An Inside Look at FMCG Packaging Design."), smart labels that indicate freshness and use recyclable materials that do not compromise food safety are becoming more common. The beauty industry is also making significant strides in sustainable packaging. Brands are embracing refillable and reusable packaging to cut down on waste. For example, perfume packaging is shifting towards sustainable luxury, with brands like Dior introducing refillable bottles. Beauty brands use post-consumer recycled materials and minimalist designs to attract eco-conscious consumers. Different sectors are leveraging technology to enhance [brand development and marketing](https://www.smashbrand.com/articles/brand-development-in-marketing/ "The Vital Role Of Brand Development In Marketing."). QR codes on packaging provide detailed product information and verify authenticity, which builds consumer trust. In the beauty industry, augmented reality features on packaging allow customers to try on products virtually, significantly enhancing the shopping experience. These industry-specific innovations in consumer packaged goods highlight how packaging can simultaneously drive brand differentiation, support sustainability efforts, and boost consumer engagement. ## Packaging for Brand Storytelling Packaging design has become a powerful storytelling medium, creating emotional connections between brands and consumers. By strategically using design elements, brands can effectively convey their identity, values, and deeper consumer engagement. Color psychology plays a crucial role in [household packaging design](https://www.smashbrand.com/articles/household-product-packaging-design/ "Household Product Packaging Design For Better Shelf Performance."), with brands like Method using vibrant hues to stand out in typically muted cleaning product aisles. Tactile finishes and unique shapes can evoke specific emotions or memories, enhancing brand recall. Recent [packaging design trends](https://www.smashbrand.com/articles/alcohol-packaging-design/ "Trends and Innovations in Alcohol Packaging Design.") include incorporating brand history directly onto packaging. Sustainable materials and minimalist designs are being used to reflect brand values, particularly environmental consciousness. Brands like Seed Phytonutrients showcase their eco-friendly ethos through compostable, shower-friendly paper bottles. By aligning packaging design with brand identity and values, companies create a cohesive narrative that resonates with consumers emotionally, turning everyday products into meaningful brand experiences. ## Gamification Elements in Packaging Gamification in packaging is a growing trend that innovative brands use to enhance customer loyalty and engagement. This strategy turns product packaging into an interactive experience, catering to consumers’ evolving desire for entertainment and added value beyond the product itself. Box packaging design increasingly features gamification elements such as QR codes that lead to online games or augmented reality experiences. For example, some cereal brands have transformed their boxes into virtual reality headsets, offering immersive branded content that adds a new dimension to the consumer experience. Brands also integrate scratch-off elements, hidden messages, or puzzle pieces into their packaging to create a sense of discovery and reward. These features make the unboxing process more exciting and encourage repeat purchases as consumers seek to complete collections or unlock new content. In the beverage industry, companies like Coca-Cola have experimented with temperature-sensitive inks that reveal hidden designs or messages when the product is chilled, turning consumption into a playful and memorable experience. By incorporating gamification into packaging design, brands create memorable interactions that foster deeper consumer engagement. These elements can also drive social media sharing, extending the brand’s reach organically as consumers share their experiences with others. ## Data-Driven Brand Innovation and Development Want to build a unique brand identity and stand out in a crowded market? SmashBrand can help. Our data-driven [brand development](https://www.smashbrand.com/articles/brand-development/) and innovation strategies will increase your brand recall, help you build a distinguished identity, and make you an industry leader in the target category. Contact us today to discuss your project. **Categories:** Innovation --- ### [How to perform a successful retail product audit for CPG brands.](https://www.smashbrand.com/articles/retail-product-audit/) **Published:** December 6, 2023 **Author:** Jason Vaught **Content:** Success in retail hinges on visibility and impact. A retail product audit dives deeper than standard store audits, exposing hidden opportunities to dominate the retail store. Aligning insights from retail store audit processes ensures your retail execution outpaces the competition. This isn’t just about checking boxes—it’s about unlocking data-driven strategies that transform shelf presence and consumer engagement. Whether launching a new product or refining your packaging, a targeted store audit reveals the tweaks that can mean the difference between success and shelf obscurity. In retail, a strategic audit isn’t optional—it’s essential. ## Why retail product audits are critical? The retail landscape leaves little room for error. A single misstep in packaging, positioning, or pricing can derail store performance, eroding consumer trust and costing market share. Research reveals that[ 9 out of 10 product launches fail](https://www.forbes.com/sites/neilpatel/2015/01/16/90-of-startups-will-fail-heres-what-you-need-to-know-about-the-10/) to deliver meaningful results, often due to gaps in execution. This is where a retail audit becomes essential, combining insights from market research and merchandising audits to optimize every aspect of your retail operation. With retail audit services and advanced audit software, brands can pinpoint areas for improvement—from shelf placement to inventory management. By focusing on consumer-driven insights, these audits help align product strategy with actual shopper behavior, ensuring nothing is left to chance. The outcome? More substantial store presence, improved performance, and a product that resonates with its audience. ## Key components of a retail product audit. A thorough retail product audit combines merchandising, advanced software, and streamlined audit processes to optimize your business. From mystery shopping evaluations to detailed retail audit checklists, they ensure seamless store operations, effective retail auditing, and actionable insights empowering your entire operation. ### Packaging performance. Packaging is your product’s handshake with shoppers, making visual merchandising critical to driving sales. A shop retail audit evaluates the design’s visual appeal, ensuring it grabs attention and meets consumer expectations. Using a comprehensive retail store audit checklist, the retail audit process examines messaging clarity and its resonance with category purchase drivers, ensuring adherence to brand standards. Retailers benefit from store audits beyond aesthetics, incorporating insights from compliance audits to ensure regulatory alignment and consistency. Even aspects like theft deterrents are considered during a loss prevention audit. By prioritizing packaging performance through these targeted evaluations, brands can create a product that doesn’t just sit on shelves but moves with impact. ### Shelf presence. Shelf presence defines how your product performs in a crowded retail space. A marketing audit evaluates its placement and visibility in a retail outlet, ensuring differentiation in intense retail industry competition. By leveraging inventory and operational audits, brands can analyze whether stock levels and positioning meet strategic goals. Retail compliance assessments, guided by an audit checklist, ensure adherence to placement agreements and standards across every retail location. Input from the retail team and the store manager is pivotal in refining shelf strategy, with regular audits ensuring alignment over time. Reviewing audit results empowers brands to optimize presence, maximize impact, and claim a standout position in the consumer’s field of vision. ### Messaging validation. A thorough review of the communication hierarchy ensures product claims are clear, persuasive, and aligned with consumer expectations. The retail team evaluates packaging and in-store messaging using audit checklists to verify its impact on shoppers. Retail merchandising assessments and operational audits ensure that messaging integrates seamlessly into the overall retail merchandising strategy, enhancing visibility and engagement. Feedback from the store manager offers practical insights into real-world performance, while audit results highlight opportunities to refine claims. ## A step-by-step guide to conducting a retail product audit. A successful retail product audit involves a structured approach to identify and address gaps in your product’s performance. This process ensures actionable insights for improved outcomes, from defining objectives to analyzing data. Below, we break the essential steps into detailed steps for clarity and execution. ### Define objectives. Defining objectives for a retail product audit begins with aligning audit goals to your broader business strategy. Start by pinpointing key success metrics directly impacting performance, such as purchase intent, shelf visibility, pricing perception, or competitive differentiation. Next, collaborate with stakeholders to ensure these objectives address immediate and long-term goals. Prioritize specific, measurable KPIs to focus the audit, ensuring clarity in what success looks like. Once objectives are set, design the retail audit checklist to capture relevant consumer data, leveraging realistic testing environments. ### Collect data. Collecting data is crucial to uncovering actionable insights during a retail product audit. Start with consumer surveys to gather direct feedback on preferences, pain points, and purchase drivers. Supplement this with retail observations, assessing in-store dynamics such as shelf placement, visibility, and shopper interactions. Finally, conduct competitive benchmarking to evaluate your product’s position relative to competitors, identifying strengths and gaps in performance. A multi-faceted approach ensures you capture a 360-degree view of your product’s retail effectiveness, providing the depth of understanding needed to refine strategies and maximize market impact. ### Test in context. Testing in context is critical for generating reliable insights into your product’s performance. Simulate real-world retail environments to evaluate how shoppers engage with your product among competitors. SmashBrand’s 10-second buyer journey analysis is a robust methodology to assess on-shelf visibility, messaging clarity, and purchase triggers during those crucial moments. By replicating the retail experience, you can pinpoint areas where your product excels or needs improvement. This realistic testing ensures your product resonates with consumers, meets their expectations, and delivers a competitive edge in purchase scenarios. ### Analyze and prioritize. Start by identifying trends and correlations that reveal your product’s performance against KPIs like sales velocity, shelf impact, or pricing acceptance. Highlight actionable insights that directly influence these metrics and align with your business goals. Prioritize initiatives based on their potential impact and feasibility, focusing on changes that deliver the greatest return on investment. This targeted approach ensures resources are directed towards efforts that enhance market performance, improve consumer appeal, and drive measurable results. ### Iterate and optimize. Leverage audit findings to refine critical elements like packaging, messaging, or pricing. This iterative process allows for adjustments based on consumer feedback and data before scaling changes across the market. Continuous optimization ensures your product is positioned to succeed while minimizing risk and maximizing impact. ## Why does every CPG brand need this process? Every CPG brand needs a retail product and inventory audit to ensure on-shelf performance, validate consumer appeal, and uncover potential issues before launch. This data-driven approach minimizes risk, aligns product presentation with shopper expectations, and provides a competitive edge in retail environments. ### De-risk decisions. By testing your product’s on-shelf performance, messaging, and design in realistic retail scenarios, you identify what resonates with shoppers and what doesn’t—before it’s too late. This process ensures your strategy aligns with purchase drivers, reducing costly missteps that can derail market success. Rooted in objective, data-driven methodologies, audits help uncover blind spots, validate assumptions, and provide actionable recommendations. For CPG brands, this means confidence that every decision—whether a packaging redesign or product positioning—is optimized for real-world impact, ensuring your product meets consumer expectations and outperforms competitors at launch. ### Boost ROI. Boosting ROI with retail and inventory audits involves fine-tuning your product to maximize its appeal and effectiveness on the shelf. The audit identifies the elements influencing shopper behavior by analyzing key purchase drivers—design, messaging, and competitive positioning. Optimizing these factors ensures your product captures attention, communicates value instantly, and converts more buyers. This leads to increased sales velocity, better category performance, and higher market share. With data-driven insights guiding decisions, you avoid wasted investments in ineffective strategies, ensuring every dollar spent drives measurable returns. ### Fast track innovation. A product audit accelerates innovation by providing actionable insights that streamline decision-making. Instead of relying on subjective opinions or lengthy trial-and-error processes, brands gain real-world data on what works—packaging designs, messaging, or product configurations—and what doesn’t. This clarity eliminates bottlenecks, enabling teams to pivot quickly and confidently. By identifying and validating high-impact changes early, audits help brands optimize their strategies without wasting time or resources on ineffective ideas. For CPG brands, this means faster go-to-market timelines, reduced development costs, and a competitive edge in meeting ever-evolving consumer demands. A merchandising audit turns innovation into a targeted, efficient process that drives results. ### Future-proof the brand. Future-proofing your brand with recurring retail business audits ensures you stay ahead in a dynamic market. By regularly assessing how your product performs on the shelf, you can adapt to shifting consumer preferences, emerging trends, and evolving competitive landscapes. Audits provide continuous feedback, highlighting areas for improvement or innovation before they become issues. This proactive approach helps you maintain relevance, refine purchase drivers, and sustain a competitive edge. Integrating audits into the strategy is not just a safeguard—it’s a growth tool that ensures your brand evolves with the market, consistently delivering on shopper expectations and staying one step ahead of competitors. ## Making retail product audits effective. Effective retail audits require an objective and consumer-focused approach. SmashBrand eliminates guesswork by integrating strategy, creativity, and testing into one seamless workflow, ensuring every insight drives actionable outcomes. Our stage-gated methodology reflects the realities of retail dynamics, uncovering gaps and optimizing product presentation to maximize sales potential. ### Integrated workflow for results. SmashBrand’s methodology blends strategic foresight, bold creativity, and rigorous testing. Insights guide designs, ensuring they resonate with consumers and outperform competitors. This integrated approach, backed by cross-functional collaboration, guarantees outcomes that aren’t just data-informed but market-validated. ### Confidence with PREformance® testing. SmashBrand’s proprietary PREformance® Testing measures buyer behavior within real-world contexts. Each study combines large sample sizes and advanced diagnostics, delivering confidence-backed decisions and actionable strategies. Our iterative process ensures 95% confidence levels and measurable improvements, offering unparalleled precision. ### Expertise rooted in client realities SmashBrand combines agency ingenuity with a brand-side perspective. Our team speaks the language of brand managers, aligning with their KPIs and addressing their unique challenges. This balance ensures credibility, empathy, and practical solutions that resonate with clients and their consumers. ## Frequently asked questions. ### What is a retail product audit? A retail product audit evaluates how your product performs on the shelf, analyzing packaging, placement, and consumer engagement to identify opportunities for improvement and maximize sales potential. ### How can audits predict future consumer behavior? By analyzing real-world data and PREformance® Testing outcomes, we identify emerging trends, shopper preferences, and purchase drivers, enabling proactive adjustments to capture future demand. ### What role does consumer psychology play in retail audits? SmashBrand’s methodology centers on the 10-second buyer journey, ensuring designs tap into subconscious triggers that influence purchasing decisions and create a compelling shelf presence. **Categories:** Strategy, Design, Testing --- ### [How To Future Proof Your Website.](https://www.smashbrand.com/articles/how-to-future-proof-your-website/) **Published:** May 24, 2013 **Author:** Kevin Smith **Content:** It is practically impossible to predict the future. The only things of which we can be certain are that nothing will be anywhere near as cool as we expect it to be (no colonies on Mars? WTF?) and your website will look as dated in six months as a pair of rabbit ears sitting on top of a wooden entertainment console. Sorry. How can this be prevented? No one wants to have to redesign their entire website every six months for relevance’s sake! How can I, as the proud owner of a successful company with a strong web presence, ensure the viability of my website for, let’s see… the end of time? We’re only graphic designers – not wizards. No matter how pleasing or well-formatted your website is, eventually you will have to update it — if only because the rest of the world switched to a new series of browsers all using versions of [HTML that are being updated every five minutes](https://www.smashbrand.com/articles/html-5-explained-quickly/), rendering your ancient website interface virtually unrecognizable. The only real solution is to make your current website as simple, easy to navigate and trend-resistant as possible. Yes, we said trend-resistant. Put the trends down! Drop them! Good boy. ## **Trends: Ignore Almost All of Them** Did you know that software exists that will turn updated Windows 8 interfaces back into the old, easily recognizable interfaces of Windows 97 and Windows XP? Such software exists because people simply do not want to have to learn to adjust to new formatting. Some of us just want to work with what we’re used to, and it’s not worth the expenditure of intellectual energy to try to adapt to new surroundings just for the sake of modernity, dammit. If you’ve designed a clean website that your customer base knows how to use, you shouldn’t feel the need to arbitrarily change it for fashion’s sake. If you’ve kept out all of the annoying little website flourishes that everyone felt were so necessary five years ago (animated Flash intro pages; website music; hit counters), you could probably survive without a significant redesign. If you update your company Facebook page regularly, perhaps you could let your website linger as is just a little while longer. If your main demographic writes checks at the grocery store, you might not need a website at all. The only trend that cannot be ignored is the trend of the mobile device, which isn’t actually a trend so much as a shift. While responsive web design might not be necessary for your particular needs, it is important to have a web page that is designed simply enough to adapt to the parameters of any mobile device. ## **I Feel the Need for Speed** If you [have a clean and simple website](https://www.webnode.com/blog/how-to-build-website-from-scratch/), you will also likely have a fast website. As hip and modern as websites and applications try to be, as much as we want to believe our customers are sitting in front of their monitors or with their iPhones pressed against their noses in abject thrall of the beauty and majesty of our site, nothing beats a website that can just get you in and out and about your business. ## **Load up with Useful Content** Useful content. Useful. This means blog posts that were written by someone who understands your organization and your organization’s voice. This means content that is written to inform and, quite possibly, entertain. This means, above all, content that isn’t bogged down by random assortments of keywords that have been awkwardly shoved into the narrative. If you’re convinced that you are in desperate need of SEO, then compose the article that you, personally, would want to read on the subject. If you run a [small business accounting software](https://www.freshbooks.com/accounting-software/for-small-business "small business accounting software") company, what kind of good do you think it will do you to randomly and inelegantly incorporate “file income taxes,” “federal taxes file,” “tax returns,” and “state tax filing” over and over again, when you must know that the Internal Revenue Service is just going to dominate all of the search engine results anyway? C’mon – we’re saying this because we’re your friends. So, what have we learned today? We’ve learned that it is possible to push the expiration date back on your website at least a year by keeping your design simple. We’ve learned that no one wants to have to adjust to a brand, spanking new website every few months. Most importantly, we’ve learned that people who still write checks at actual retail stores probably also keep gold bullion, sacks of grain and Laura Ingalls Wilder in their basements. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Insights From Successful Rebranding Transformations.](https://www.smashbrand.com/articles/successful-rebranding/) **Published:** October 6, 2022 **Author:** Jason Vaught **Content:** Ready to take your brand to the next level? Of course, you are! Are you looking to keep your brand positioning and messaging relevant as the market needs shit? My bet is you’re saying yes to this as well. The good news is that a successful rebranding campaign can accomplish both in one fell swoop. Strategic rebranding gives your company a new brand identity perfectly aligned with the latest market trends while retaining the essential brand assets that have created memorability in the minds of consumers. With a well-executed rebranding rollout plan, you can breathe new life into your company and its products, creating buzz that keeps people talking. Contrary to what the media may suggest, rebranding is about more than just getting a new logo or changing the color palette but creating a new adapted marketing strategy. By carefully crafting your brand messaging, visual identity, and overall brand strategy, you create a stand-out brand with a cohesive personality for your target audience. A great way to begin the journey is by looking for inspiration and learning from previous rebrand experiences. This article explores the lessons and insights gained from some of the most successful rebranding transformations, giving you the tools to create your successful rebranding strategy. From developing a clear brand vision to executing a comprehensive rebranding rollout plan, we’ll cover everything you need to know to make your rebranding campaign successful. So, let’s dive in and discover the power of a successful rebranding campaign that includes a new brand identity, a new logo, and a strong brand personality! ## What Defines A Successful Rebrand Before we get ahead of ourselves, let’s set measures for a successful rebranding campaign. We can define “success” as meeting or exceeding the intended goals and objectives, which can vary depending on the company’s specific needs and circumstances. However, one thing is clear. You must set meaningful goals for the rebrand to make sense. Here are some factors that define a successful rebrand: - A successful rebrand must result in a solid and cohesive brand identity reflecting the company’s core values and mission, enhancing the brand story in the consumer’s mind. - Effective rebranding delivers a consistent vision and brand identity across all channels and touchpoints, increasing brand recall, which sets the stage for future brand and line extensions. - The rebrand must create buzz and generate excitement among customers and the internal team, bringing new life and attention to the company. A well-executed rebranding rollout plan helps to achieve this, along with comprehensive marketing and communication strategies. A rebranding campaign must improve performance, such as sales, market share, and customer loyalty. Branding agencies can utilize various analytics tools and [reporting dashboards](https://blog.coupler.io/marketing-dashboard/ "reporting dashboards") to track these performance indicators. Lastly, a successful rebranding campaign must be sustainable and adaptable to the evolving market conditions and customer needs. **Read More:** [21 Valid Reasons For Rebranding A Company.](https://www.smashbrand.com/articles/reasons-for-rebranding/) ## Fundamental Aspects of A Rebranding Strategy Developing a successful rebranding strategy is a complex process requiring careful planning and execution. Therefore, [branding agencies](https://www.smashbrand.com/branding/) consider several critical aspects before initiating a rebranding process. It paves the way for a solid brand strategy, differentiating them from their competitors. Let’s create a [rebranding checklist](https://www.smashbrand.com/articles/rebranding-checklist/) to develop a perfect [rebranding rollout plan.](https://www.smashbrand.com/articles/rebranding-rollout-plan/) ### Market Research The better you prepare for a rebrand, the more impactful the outcome will be. Performing market research is a fundamental aspect of preparation. Here are just some of the benefits of going through this process. - Conducting market research permits companies access to valuable consumer insights where they can gather the necessary data about the target audience and competitive set. - When you take a comprehensive approach, it includes deep analysis to understand consumer behavior, preferences, and attitudes toward the brand. Through this approach, you can better identify potential opportunities and challenges in the market. - By conducting market research, companies are better equipped to understand their target audience, including their needs, wants, and expectations. For example, companies can determine which brand attributes are most important to their target audience, which can inform the development of a new brand image. Companies can gather feedback from their target audience through surveys, focus groups, and other research methods to gauge brand sentiment and identify areas for improvement. ### Defining Brand Objectives After conducting thorough market research, the next step is to define actionable brand objectives. Defining brand goals ensures companies stay on track, maintaining brand value and creating a path for consistent market share growth. Refining branding efforts based on market research maximizes brand awareness by identifying improvement areas. It gives a new life to the dampening brand messaging and brings new opportunities for growth and success. ### Creating A Rebranding Strategy A successful rebrand strategy is formed based on actionable and clear objectives. These objectives depend upon whether the company needs to engage in [brand repositioning](https://www.smashbrand.com/articles/brand-repositioning/) through a complete rebrand, make several significant changes through partial rebranding, or need a brand refresh. Each of these rebranding efforts comes with pros and cons. The main risk associated with rebranding is the dilution of brand recognition, where the brand’s messaging and marketing strategy drift away from the target audience’s preferences and needs. ### Brand Voice A strong brand voice is a critical component of any successful branding strategy. The personality and brand tone differentiate a company from its competitors and create connections with consumers. For a brand voice to be effective, it must engage the target consumers emotionally through its authenticity and genuineness. The more targeted and distinct a company’s brand voice becomes, the better it establishes brand loyalty. Since repeat purchases have a lower CAC (customer acquisition cost), this aspect of a rebrand, where you create a lasting impression in the minds of consumers, is critical to a brand’s success. Businesses must define their brand personality and tone to develop a stronger brand voice. ### Design and Aesthetics Whether on the website, social media profiles, packaging design, or marketing materials, design and aesthetics are essential in branding. A visually appealing and cohesive design creates the necessary brand that creates recall with consumers. When producing an updated visual identity through rebranding, companies must consider several key design elements, from typography to layouts. Brand consistency is another essential design consideration. Brand elements must be consistent across all branding materials, such as logos, websites, social media handles, and packaging, as it is a memorability multiplier. Businesses must also consider the overall aesthetics of their brand, including the tone, style, and mood of the packaging materials. There is a science to the design process that influences purchase decisions and evokes an emotional response. ### Brand Testing After launching the rebrand, it is essential to keep consumers in the loop and test the new strategy. It involves gathering feedback from consumers and stakeholders to evaluate the effectiveness of the new messaging and identity. There are multiple methods of brand testing, including surveys, focus groups, and online analytics tools. These methods can help companies gather feedback on various aspects of their branding strategy, such as brand awareness, perception, and loyalty. Brand testing can help companies identify areas for improvement and make informed decisions about their branding strategy. ### Go To Market Launch Go-to-market launches are highly effective for adding new products and creating buzz and excitement while allowing a company to develop a clear brand guideline. Social media is one of the critical components of the go-to-market launch strategy. Therefore,e companies must utilize power and effective social media marketing tactics such as targeted ads, influencer marketing, and engaging content. Besides that, companies must also consider additional marketing channels, including email marketing, Search Engine Optimization (SEO), and public relations (PR). These multiple marketing channels help companies reach a wider audience and create more impact. ### Ongoing Brand Management The final component of any successful branding strategy is ongoing brand management. Managing a brand includes monitoring and evaluating the effectiveness of the brand strategy making adjustments when necessary. Regularly adjusting and evaluating your approach through consumer feedback is necessary for every rebrand. Businesses must ensure that all marketing materials, advertising, and branding initiatives align with established brand guidelines. **Read More:** [24 Critical Rebranding Questions You Must Ask.](https://www.smashbrand.com/articles/rebranding-questions/) ## Case Study 1: Lip lab Bite Beauty, now known as [Lip Lab](https://www.liplab.com/ "Lip Lab"), struggled to keep up with evolving market trends despite having a loyal customer base in the highly competitive beauty industry. In the color cosmetics industry, Bite Beauty faced challenging competition, and its decision to reformulate products while adding new product lines didn’t receive positive responses. As a result, the brand’s popularity and revenues decreased. Bite Beauty needed a fresh strategy to distinguish itself and draw in customers. Lip Lab focused on its core differentiator—an experiential retail format. Under the new identity, Lip Lab put the consumer at the center of the experience, allowing them to create custom lip products that matched their preferences perfectly. The in-store experience and online product offerings reflect this personalized approach. Lip Lab leveraged social media and TikTok, capitalizing on its stores’ visually appealing and shareable aspects. The brand promoted partnerships with influencers to increase its online presence. Lip Lab’s innovative approach to personalized beauty experiences sets it apart from competitors and makes the brand memorable to consumers. With a price point that offers accessible luxury, Lip Lab taps into the growing consumer demand for unique, customized cosmetics. Not only this, but the company has also created a loyal customer base and is achieving impressive growth. Understanding consumer preferences, embracing experiential retail, and being willing to rebrand boldly are the keys to Lip Lab’s success. Creating a fresh and innovative identity in a competitive market. ## Case Study 2: Popeyes Popeyes, a Louisiana-based fast food company, faced multiple challenges. Despite having a loyal customer base for its flavorful Cajun recipes, Popeyes was a hidden gem, often overlooked in favor of its competitors. Its branding lacked playfulness and was outdated. The company struggled with high executive turnover, hindering long-term strategic planning. The brand needed to tap into the power of digital channels while creating a modern image that resonates with a broader audience. While its food quality was commendable, Popeye’s needed to find a way to differentiate itself in the highly competitive quick-service restaurant (QSR) industry. So, to improve its positioning and revenues, the company rebranded. During its [rebranding initiative](https://www.businesswire.com/news/home/20200529005095/en/The-Modern-Popeyes%C2%AE-Renaissance "rebranding initiative"), the company underwent a visual identity overhaul, which helped it modernize its brand image. The new look was consistent across packaging, uniforms, merchandise, and restaurants. The company invested in expanding its mobile ordering and delivery capabilities, making its products more accessible. Popeye’s partnered with third-party [delivery services](https://metrobi.com/) to increase accessibility and reach a wider audience. Popeyes adopted a socially driven and authentic advertising approach, reacting in real-time to pop culture moments. This shift led to a surge in earned media impressions. They initiated sustainability efforts to remove artificial additives and antibiotics necessary to human medicine from their products. The company removed styrofoam from its packaging to reduce the environmental impact. Popeyes rebranding case study underscores the importance of visual identity and omnichannel marketing. The company experienced domestic revenue and global expansion by executing a carefully planned brand overhaul. A takeaway for all CPG and food service brands: incorporating sustainability and healthier food options can have a substantial impact. ## Case Study: La Croix La Croix, a once-obscure soft drink from the Midwest, rebranded itself into a fashionable and coveted beverage brand. Before the rebrand, the company had a stable regional following for over two decades but struggled to gain national recognition. Their reach was limited and relatively unknown outside its core market. Another major challenge for La Croix was changing consumer preferences in the flavored water category. As consumer concerns about healthy eating and drinking grew, interest in sugary sodas and alcoholic beverages declined, resulting in an influx of flavored water beverage companies. The company was losing ground as more and more competitors entered the market. At the beginning of its rebrand, La Croix concentrated on creating an image of “casual sophistication,” emphasizing energy, movement, and fluidity in its design concepts. The choice was unusual but compelling, reflecting the brand’s identity as effervescent water. La Croix presented three packaging concepts to consumers for feedback, and the lively, ’80s-inspired design was the overwhelming favorite. This consumer-driven approach ensured that the new packaging resonated with La Croix’s target audience. They also introduced 20 new and unique flavors that helped immensely differentiate the brand from its competitors, primarily offering citrus flavors. The company also leveraged early-stage social media platforms to build a grassroots following. Rather than relying on celebrity endorsements, they encouraged average users to share their experiences with the brand. This approach made La Croix appear authentic and appealing to millennials. These brand changes drastically improved the company’s image, helping transform La Croix from a regional favorite to a nationally recognized brand. The uniqueness of flavors and focus on healthy ingredients helped the company to stay relevant with the evolving market needs and changing consumer preferences. ## Common Rebranding Mistakes To Avoid Remember that rebranding can have many benefits but does not guarantee success. There are [risks of rebranding](https://www.smashbrand.com/articles/risks-of-rebranding/) can harm a brand’s reputation and equity if improperly executed. Companies must plan and execute their rebranding strategy carefully to avoid these pitfalls. Here are some common mistakes to watch out for that can negatively affect a brand’s recognition. ### An Example Of A Failed Rebrand There are multiple examples of rebranding failures that can give valuable lessons. For instance, one of the hottest in the tech industry is Twitter, which Elon Musk acquired in 2023. He made some significant changes to the social media platform, which faced consistent negative feedback from users. The company’s original ID once served as a branding lesson, with its logo representing short conversations. The company changed the friendly bird logo to what Elon Musk loves the most, “X.” This decision didn’t make consumers and experts very happy; the new name doesn’t say anything about the platform’s personality. Another well-known example in the packaged food industry is the rebrand of Tropicana. The company invested $35 million in rebranding, hoping to attract more customers and generate more sales. But things didn’t go as planned, and instead of generating more sales, the company faced a 20% decline with a nearly $30 million loss. The new packaging and updated logo felt boring to the consumers. ### Lack of Research From the above examples, it is clear that proper research is necessary for the rebranding effort to lead to success. Companies must conduct thorough research to make assumptions about their target audience or understand the competitive landscape, leading to ineffective or harmful rebranding efforts. To avoid this mistake, companies must focus on analyzing the trends in the target market needs. The latest technologies, such as AI and machine learning, can help save time in market research by analyzing the hidden features from past market data. Companies can leverage analytics from social media fan following and other means to gather the necessary information for decision-making. ### Neglecting Existing Brand Equity Neglecting existing brand equity is a common mistake that can negatively affect rebranding efforts. Brand equity is the value that a brand holds in the minds of consumers, including brand recognition, brand messaging, and other essential elements of the brand’s identity. When rebranding, it’s essential to consider the existing brand equity and ensure that any changes are consistent with the brand’s personality and values. Refrain from affecting existing brand equity to avoid confusion and dilution of brand recognition and loyalty. ### Poor Execution When a rebranding initiative is not implemented or carried out properly, it can be considered poor and greatly hinder the success of the rebranding effort. Poor execution occurs when a brand only partially applies the changes made during rebranding to the company’s advertising, marketing, and presentation, including the new logo, color palette, or messaging. Inconsistent use of branding elements across various channels can confuse and weaken the brand’s identity, making it less effective. Overlooking minor details that can significantly impact is often involved in poor execution. For instance, if a company updates its logo but fails to update its signage or website promptly, it can create an unprofessional and disjointed image, shaping the brand’s overall perception. Being careful in implementing [rebranding strategies](https://www.smashbrand.com/articles/rebranding/) is critical to its success. ### Lack of Brand Penetration Lack of brand penetration occurs due to multiple reasons. For instance, when a company lacks a comprehensive marketing strategy to promote its rebrand, it may struggle to reach its target audience effectively. Additionally, ignoring digital marketing channels, such as social media, search engine optimization (SEO), and targeted online advertising, can hinder a brand’s ability to connect with its audience if the target market primarily engages online. ## A Summary Of What We’ve Learned After making it this far, let’s summarize the key takeaways from this article: - **Importance of Strategy:** The success of a [rebranding campaign](https://www.smashbrand.com/articles/5-steps-to-take-for-a-successful-rebranding-campaign/) relies heavily on having a well-defined and comprehensive strategy. Rebranding includes developing a clear brand vision, creating a solid and cohesive brand identity, and executing a thorough rebranding rollout plan. - **Research is Crucial:** Lack of proper research, assumptions about the target audience, and competitive landscape can lead to ineffective rebranding efforts. - **Team Involvement:** Engaging stakeholders, including customers, employees, and partners, is a critical aspect of rebranding success. Feedback and collaboration help ensure that the rebrand resonates with the intended audience and aligns with the company’s mission. **Rebranding is a Long-term Commitment:** Rebranding should not be a one-time event but a long-term commitment. Ongoing brand management is necessary to monitor and evaluate the effectiveness of the brand strategy over time. ## Data-Driven Brand Development That Can Guarantee Sales Performance. If you need a new name or rename with performance predictability, we can help. SmashBrand is a [rebranding agency](https://www.smashbrand.com/rebranding/ "rebranding agency") that researches, designs, and tests all brand assets to ensure peak shelf performance. Book a time to learn more about how we can help you find the right name and to discuss your project with our team. **Categories:** Strategy, Design --- ### [Best Rebranding Tactics To Optimize Performance.](https://www.smashbrand.com/articles/best-rebranding/) **Published:** March 15, 2023 **Author:** Jason Vaught **Content:** Have you noticed how quickly the consumer market changes with time? Look at the past few decades and see how consumer interests have changed. The best rebranding efforts keep pace with these shifts and anticipate and lead the charge toward the future. A well-structured rebranding strategy can breathe new life into a brand by transforming its image, reach, and success. It isn’t about a new logo design or tweaking the tagline; it’s a systematic [rebranding process](https://www.smashbrand.com/articles/rebranding-process/) that requires deep introspection and strategic planning. This article explores some of the best rebranding tactics in which companies have developed a clear set of brand guidelines to steer the transformation. You will learn everything from addressing cultural sensitivities to expanding into uncharted markets. ## Rebranding to remove racial associations. Racial associations in consumer packaged goods (CPG) and fast-moving consumer goods (FMCG) brands have long been controversial. For instance, brands like Aunt Jemima and Uncle Ben have become classic examples of how sensitive imagery can perpetuate racial stereotypes in the fabric of everyday life, sometimes without being questioned for generations. Racial associations can cause companies various issues. They can make consumers skeptical, especially as society becomes more conscious about racial matters and representation. As consumers demand social justice and equality, brands that fail to keep up may conflict with those they aim to serve. Let’s look at different rebranding examples and see how various companies have leveraged successful strategies to remove racial associations. ### Uncle Ben’s to Ben’s original. Uncle Ben’s, a well-known rice brand, faced criticism for its racially insensitive branding and imagery. In response, the brand underwent a significant rebranding effort, transforming Ben’s Original. It focused on developing a new brand identity that reflected diversity and inclusivity. The company changed its name from Uncle Ben’s to Ben’s Original to remove the racial connotations associated with its previous branding. The new brand identity was designed to resonate with a broader audience and convey a message of equality and respect. Ben’s Original introduced a fresh logo and packaging design that embraced a more modern and inclusive aesthetic. The brand messaging shifted towards celebrating heritage, quality, and community, aligning with values of inclusivity and respect. The transformation from Uncle Ben’s to Ben’s Original exemplifies how a strategic rebranding initiative can effectively reflect diversity and inclusion in brand identity. By embracing a new brand identity, messaging, and visual elements, Ben’s Original successfully repositioned itself as a brand that values equality and representation. ### Aunt Jemima rebrand. Aunt Jemima’s [successful rebranding](https://www.smashbrand.com/articles/successful-rebranding/) journey is a testament to the power of cultural sensitivity and historical awareness. The brand was criticized for perpetuating racial stereotypes, which was why Aunt Jemima rebranded, so it embarked on a strategic overhaul to preserve brand recognition while honoring its rich heritage. The company leveraged in-depth market research and collaborations with cultural experts to achieve this delicate balance. It ensured that the new brand guidelines resonated with authenticity. Aunt Jemima’s rebranding strategy was a commitment to transforming the brand’s core identity. During the rebranding process, the company refreshed its logo and packaging. The goal of this change was to celebrate diversity, reflecting a modern, inclusive perspective while maintaining elements familiar to consumers. The brand leveraged social media for its [rebranding announcement](https://www.smashbrand.com/articles/rebranding-announcement-examples/). This brand overhaul explains how a thoughtful approach can forge a deeper connection with consumers and foster a legacy of inclusivity. ### Mrs. Butterworth’s image update Mrs. Butterworth is another popular case study of famous [rebranding examples](https://www.smashbrand.com/articles/rebranding-examples/). The syrup icon was once criticized for being racially insensitive. The company initiated a pivotal rebranding effort, addressing public perception with a renewed brand promise. During this [rebranding project](https://www.smashbrand.com/articles/rebranding-project/), the company redefined its brand voice and underscored a commitment to diversity, transforming its image to celebrate unity and cultural diversity. Mrs. Butterworth proved [why rebranding](https://www.smashbrand.com/articles/why-rebranding/) is the only step for companies facing such situations. The company introduced its new identity across social media and press channels. The success of Mrs. Butterworth’s image overhaul reaffirms the brand’s relevance in a diverse marketplace. It proves that thoughtful rebranding can turn challenges into triumphs, ensuring a cherished place on breakfast tables for years to come. ### Land O’Lakes new representation. Land O’Lakes launched a strategic rebranding project, deftly modernizing its visual identity while paying homage to its storied heritage—this delicate balance aimed to bolster [brand equity](https://www.smashbrand.com/articles/brand-equity-development/ "8 Proven Strategies for Brand Equity Development.") and captivate contemporary consumers through refined graphic design elements. The transformation of Land O’Lakes’ visual identity was a testament to [best practices for rebranding](https://www.smashbrand.com/articles/best-practices-for-rebranding/). A refreshed logo, updated packaging, and sophisticated graphic design enhancements contributed to a new representation that resonated with modern aesthetics yet retained iconic elements, ensuring continuity and recognition. Recent statistics highlight the success of Land O’Lakes’ [rebranding initiative](https://www.smashbrand.com/articles/types-of-rebranding/ "Unpacking The Various Types Of Rebranding Initiatives."). A remarkable [35% increase in sales](https://fortune.com/2020/05/20/land-olakes-logo-beth-ford/) demonstrates the rebrand’s effectiveness in resonating with its target demographics. By adhering to the latest [rebranding trends](https://www.smashbrand.com/articles/rebranding-trends/) while staying true to its legacy, Land O’Lakes proved its commitment to its roots. The rebrand revitalized brand equity and cemented the dairy giant’s reputation as a modern yet timeless choice in a competitive market. ### Cream of Wheat’s brand evolution. Cream of Wheat, a classic breakfast brand, faced criticism due to its packaging, which featured a black chef. In response, the company launched a [rebranding campaign](https://www.smashbrand.com/articles/5-steps-to-take-for-a-successful-rebranding-campaign/). This change aimed to respond to cultural shifts and changing consumer preferences. The brand conducted thorough market research to understand the changing consumer preferences. It identified opportunities to refresh its image while staying true to its heritage. The goal was to appeal to a new generation of consumers while retaining the loyalty of the existing customers. The company aligned its product offerings and messaging with contemporary consumer preferences. It introduced new flavors, packaging designs, and marketing campaigns. The new brand identity perfectly resonated with health-conscious and diverse audiences. The company also executed [logo rebranding](https://www.smashbrand.com/articles/logo-rebranding/). The new logo design combined elements of tradition with a modern twist, symbolizing the brand’s commitment to innovation while honoring its legacy. The success of [Cream of Wheat’s brand evolution](https://www.fooddive.com/news/cream-of-wheat-chef-will-be-removed-from-packaging-bg-says/585864/#:~:text=Therefore%2C%20we%20are%20removing%20the,branding%20that%20some%20found%20offensive.) showcases how a strategic rebranding can assist a heritage brand in adjusting to changing consumer preferences and cultural shifts. Through a new logo design and brand refresh, Cream of Wheat aligned itself with modern tastes, positioning itself as a desirable and relevant breakfast option for traditionalists and new audiences seeking innovative breakfast choices. ## Rebranding for outdated brand image. Rebranding can be a powerful tool for revitalizing a company by updating its brand guidelines to reflect the current market dynamics. It ensures relevance in a rapidly evolving landscape and allows businesses to refresh their image, aligning it with current design trends and consumer preferences. The [benefits of rebranding](https://www.smashbrand.com/articles/benefits-of-rebranding/) an outdated brand image include increased appeal to modern consumers, improved brand perception, and alignment with contemporary values. This process involves a [rebranding checklist](https://www.smashbrand.com/articles/rebranding-checklist/ "The Ultimate Rebranding Checklist And Success Roadmap.") to ensure a smooth transition. It also enhances brand recognition and helps attract new customers, thus increasing market share. ### Oikos Greek Yogurt rebrand Danone North America took a bold step in reimagining its Oikos Greek yogurt brand. Although established in 2007, Oikos needed a refresh to maintain its competitive edge as the Greek yogurt market matured. The brand had previously been a leader in the dairy industry, providing deliciously creamy and flavorful yogurt. But, to maintain its position in the market, Danone recognized the need to revamp Oikos’ personality. This move is reminiscent of Old Spice’s legendary pivot, which helped the brand stay relevant and successful. The [rebranding package](https://www.smashbrand.com/articles/rebranding-package-designs-that-win-on-retail-shelves/) designs unveiled a modern, clean aesthetic, reflecting a sophisticated brand personality that promised indulgence in every spoonful. With a 50% increase in fruit content and a creamier consistency, Oikos’s transformation directly responded to consumer cravings for innovation in taste and texture. Despite the high [cost of rebranding](https://www.smashbrand.com/articles/cost-of-rebranding/), Danone’s investment redefined brand touchpoints across all channels, sparking renewed interest and brand resurgence. The strategic overhaul fortified Oikos’s market share. It repositioned it as a leader in the Greek yogurt category, proving that a well-executed rebrand can turn the tides of consumer preference and market dynamics. ## Rebranding after mergers and acquisitions. Rebranding due to mergers and acquisitions involves unifying distinct corporate identities into a cohesive brand that reflects the newly formed entity’s combined vision, values, and market offerings. Here are some examples of how rebranding can help companies develop a new brand strategy after mergers and acquisitions: ### Diamond food rebranding. After its acquisition by GS Food Group, Diamond Foods was rebranded. The [reason for the rebranding](https://www.smashbrand.com/articles/reasons-for-rebranding/ "21 Valid Reasons For Rebranding A Company.") was to shed its troubled past and become a renewed presence in the food distribution industry. The company was initially known for its walnuts. After mergers and acquisitions, it expanded its offerings, but things didn’t go well. Financial mistakes made the brand need to rebuild trust and redefine its market position. The objectives were clear: - Reestablish Diamond Foods’ brand reputation - Integrate the cultures of the merged entities - Optimize the product portfolio - Expand geographic reach with a keen eye on Louisiana’s market potential The strategy encompassed a multifaceted approach, including a rebranding campaign emphasizing transparency, a harmonious blending of organizational cultures, a streamlined product lineup, and a strategic push into Louisiana by leveraging GS Foods Group’s established networks. The outcomes spoke volumes. Brand trust was rebuilt, a unified corporate culture took root, a focused product portfolio emerged, and a solidified presence in Louisiana’s food service industry was established. Diamond Foods’ rebranding story is one of resilience and strategic insight, showcasing how a brand can rise, phoenix-like, from the ashes of its former self to capture the market share once more. ### Stella artois rebrand. In 2008, InBev and Anheuser-Busch merged to form a company with over 500 beer brands worldwide. Breweries have been working hard to make Stella one of the company’s significant contributors as part of its sustainability goals. Stella Artois revitalized its image through strategic alliances, emphasizing its heritage while appealing to modern tastes. The rebranding strategy involved distancing from negative connotations by promoting a sophisticated, premium persona. The “Reassuringly Expensive” campaign achieved this by introducing products like a lower-alcohol lager. The rebranding, highlighted by a refined logo and the “9 Step Preparation Guide,” successfully repositioned Stella Artois, boosting its market share and solidifying its status as a global premium beer. ## Rebranding for innovation. Rebranding aligns a company’s outward identity with its evolving vision. It signals to consumers and stakeholders a commitment to growth and contemporary values, fostering renewed engagement and trust. The following example discusses how the best rebranding strategies can help companies change their vision. ### Adobe rebranding. Adobe has strategically repositioned its brand within the digital marketing landscape by integrating generative AI across its product suite, including Adobe Photoshop. This shift underscores Adobe’s commitment to innovation, aligning the company’s visual identity with the latest technological advancements. By introducing generative AI, Adobe has empowered users with more innovative tools and features that automate complex processes and foster creativity. For instance, Adobe Photoshop’s AI-driven features like neural filters and content-aware fill enable users to execute intricate edits efficiently and precisely. It enhances the user experience and bolsters Adobe’s brand positioning as a leader in the creative software industry. Incorporating generative AI into Adobe’s products transforms how professionals approach design and content creation, setting a new standard in digital marketing. ### Jell-O rebranding. Jell-O, a beloved American snack brand, launched its rebranding campaign to enhance its brand value and appeal to a new generation of consumers. The brand aimed to revitalize its packaging design to reflect a more elemental style, emphasizing its classic status in American cuisine. Jell-O’s rebranding efforts focused on transforming brand touchpoints through updated packaging designs and marketing materials. The new design featured bolder colors, beefier fonts, and a flatter, almost cartoonish look, creating a visually engaging and modern brand identity. Marketing materials aligned with this new aesthetic, highlighting Jell-O’s simple, solid, and fundamental nature to resonate with consumers seeking nostalgic yet contemporary snack options. The rebranding of Jell-O introduced a refreshed color palette that captured the essence of the brand’s heritage while infusing a sense of vibrancy and playfulness. The bold colors in the new design attracted attention and reinforced Jell-O’s position as a fun and versatile snack choice. By maintaining brand consistency across packaging, marketing materials, and communication channels, Jell-O strengthened its brand identity and enhanced recognition among loyal customers. Jell-O is one of the best rebranding case studies, exemplifying the importance of maintaining brand consistency while evolving to meet changing consumer preferences. ## Data-driven brand development for guaranteed sales performance. If you need a rebrand with performance predictability, we can help. SmashBrand is a [rebranding agency](https://www.smashbrand.com/rebranding/) that researches, designs, and tests all products to ensure peak shelf performance. Book a time to discuss your project with our team. **Categories:** Strategy, Design --- ### [5 Essential Stages of Brand Development.](https://www.smashbrand.com/articles/stages-of-brand-development/) **Published:** January 26, 2023 **Author:** Jason Vaught **Content:** Think about all the big brands in different niches. Facebook, YouTube, Google, Baskin Robins, Snickers, and Ritz. They haven’t gained such a massive market share overnight. These brands have gone through multiple stages of brand development to reach this level. Developing a strong brand requires a complete strategy that carefully guides a brand through key growth phases. This strategy helps to build brand equity that resonates with the target audience. It allows companies to develop a unique brand identity that lasts longer and boosts the market share. This article dives deep into the essential stages of [brand development](https://www.smashbrand.com/articles/brand-development/). You will learn each stage from a closer angle, starting from the initial strategy to expansion, that sets brands up for success. Understanding these phases provides a roadmap for crafting brands that resonate deeply with their audience and stand out. ## Brand Strategy Developing a core brand strategy is the first step toward success. It is the basic building block, a foundation guiding the whole process. Creating an effective strategy provides a roadmap that informs all later stages of the brand identity, marketing, and growth. It may take time and in-depth analysis, but it is worth every second spent. ### Defining Target Audience Before developing its core brand strategy, a company must have a good idea of its target audience. It must know the wants and needs of potential customers. Targeting a specific group of customer segments boosts the chances of success compared to targeting a broader audience. Companies must conduct in-depth market research to learn about the target audience’s demographics, psychographics, needs, and pain points. It is essential to study past trends and understand the patterns in the evolving market. The main goal is to intimately understand what motivates target customers, their problems, and how the brand can uniquely improve their lives. With such customer-centric knowledge, companies can develop on-target messaging and experiences that resonate with the audience. ### Competitor Analysis The next vital step in crafting a brand strategy is analyzing direct and indirect competitors in the market. Competitor analysis involves identifying brands that offer similar services or products. During this stage, companies must learn about the brand positioning of their competing brands. It must know how these brands communicate with its target audience and fulfill their needs. Competition analysis must identify key players and assess their pricing features, messaging, marketing channels, and overall identity. Carefully studying leading competitors’ brand management and brand-building approaches gives context for shaping the company’s strategy. It helps to carve our unique niche in the target audience’s minds. The competitor analysis provides critical insights that brand managers can use to craft differentiated messaging and experiences that set their brand apart in the marketplace. ### Developing Brand Positioning Developing an effective brand positioning is pivotal in the [brand development index](https://www.smashbrand.com/articles/brand-development-index/) and branding process. Brand positioning involves determining the unique value proposition and defining exactly how a brand occupies a distinct, differentiated space in the minds of target customers. To develop a compelling brand position, companies must pinpoint their customers’ functional and emotional needs. It must demonstrate how its brand can fulfill those needs in a superior way compared to alternatives. It highlights the unique benefits and distinctive value the brand offers – its unique selling proposition. The goal is to convey why the brand is better, different, or more desirable than competitors. A small business can effectively utilize a brand positioning map to see where it lies. ## Brand Identity After defining the core brand strategy and positioning, the next essential step is bringing the brand to life visually and tonally through a strong brand identity. It involves creating logos, colors, fonts, imagery, voice, and other brand assets that express the brand personality and connect emotionally with target customers. An authentic, consistent brand identity is crucial for an abstract brand strategy—the visuals, messaging, tone, and personality cue emotional associations and relationships with the audience. A cohesive identity system permeates all touchpoints between business and customer, from marketing materials to product packaging to online experiences. Here’s how to develop a compelling brand identity: ### Brand Name Development Choosing a unique, meaningful, memorable brand name is essential for [product brand development](https://www.smashbrand.com/articles/product-brand-development/). It is one of the critical elements that establishes the brand identity and shapes perceptions. Therefore, companies must choose it carefully. The name selection process starts with brainstorming various options that evoke the brand’s personality and positioning. Extensive screening helps narrow down the list. It ensures the name aligns with the brand strategy and appeals to the target market. Companies must also check the trademark availability before finalizing it. Research with focus groups can provide feedback on how different names resonate in a specific niche. When evaluating brand name options, simplicity and memorability are key. Short, easy-to-spell names have an advantage. The name should reinforce the brand’s positioning and convey its benefits or values. Clever, evocative names that stir emotions and stick in customers’ minds are ideal. ### Brand Voice and Tone Development A company must have its unique brand voice and tone. It involves crafting the verbal style, language, and messaging that conveys a consistent personality. An authentic brand voice is necessary for forming emotional connections with the target audience. The tone of voice must align with the brand image. For instance, a luxury brand may opt for a more refined, elegant tone, while a startup may use bold and casual language. The brand voice must sound the same across all touchpoints, such as social media, ads, website content, and employee interactions. It strengthens brand recognition and trust. The tone must adequately resonate with the consumer’s interests while being distinctive from competitors. ### Logo and Visual Identity A company’s logo is the cornerstone – a memorable icon and wordmark that becomes the face of the brand. Simple yet strategic logo marks make solid impressions and build familiarity. [Complimentary colors](https://coolors.co/) and fonts are necessary to reinforce the brand’s personality and positioning. For instance, vibrant colors convey youthful energy, while classic serif fonts lend an air of tradition. Visuals must adequately resonate with the audience’s tastes and convey the desired brand image. A thoughtfully crafted visual identity is the foundation for building brand equity and affinity. ### Brand Guidelines The brand guidelines are essential documents that provide instructions for properly using the brand assets. It guides the internal team to maintain a consistent brand identity. These guidelines help protect and reinforce the brand by ensuring it is represented accurately across all channels. Comprehensive brand guidelines outline approved uses and visual standards for the logo, color palette, typography, imagery, voice, and other brand assets. They specify ideal logo sizing, spacing, and placement on packaging, websites, merchandise, etc. Documenting these rules makes it easy for the team to represent the brand to uphold integrity and align with its identity. ## Brand Awareness After defining the brand strategy and identity, the next crucial stage is driving brand awareness through digital marketing. Building widespread brand awareness is essential for a successful brand strategy. At this stage, companies may utilize different marketing channels to reach the target consumers and make them aware of the brand. While communicating with the target customers, companies must tell them what differentiates them from competitors. Digital marketing across search, social, and other channels expands the reach to drive discovery and visibility. Companies should aim to move consumers along the brand awareness pyramid, from initial recognition to top-of-mind awareness. ### Launching Marketing Campaigns After developing its brand identity, a company must run strategic marketing campaigns to introduce the brand properly. Campaigns utilize ads, PR, social media, and other channels to maximize visibility and engagement. After launching a new brand or product, an integrated marketing campaign creates buzz and ensures consumers know the brand from day one. Attention-grabbing ads across media like TV, radio, print, and digital channels announce the brand compellingly. PR outreach and social media build excitement. Campaigns often start with a launch event or promotion to provide a platform for announcing the brand and generating word-of-mouth exposure. Compelling content spotlights the brand personality and consumer benefits. Social media conversations extend the campaign’s reach. Sustained marketing campaigns keep brand-building momentum going while introducing new products or collections. Ad campaigns tout product features and reinforce the brand identity. Hashtags, [influencer partnerships](https://www.ceeol.com/search/article-detail?id=715881), and social content keep the brand at the top of people’s minds. ### Monitoring Brand Recognition Companies must monitor their brand recognition to measure the success of their marketing strategy. There are multiple ways to track brand recognition. Some critical methods include: - **Brand Studies:** This identifies current familiarity levels and monitors increases over a brand campaign. - **Online Surveys:** This provides quantifiable data on brand recognition. - **Brand Mentions:** Higher volume and positive sentiment indicate growing brand recognition. - **Website Traffic:** More visitors, especially new ones, to the branded website signals increased brand familiarity and interest. - **Search Volume:** Monitoring search engine volume for branded keywords tracks interest and search visibility. Regularly monitoring these metrics over time paints a picture of brand awareness trajectory. Sudden surges or plateaus indicate how marketing efforts are affecting brand recognition. These insights guide [brand development strategy](https://www.smashbrand.com/articles/brand-development-strategy/) and investment for continually increasing familiarity. ## Brand Reputation Brand reputation encompasses perceptions of quality, trust, credibility, social responsibility, and overall sentiment towards the brand. Managing brand reputation is crucial because it directly impacts consumer behavior and brand equity. A positive reputation drives preference and loyalty, while a negative reputation deters prospects. Brands need strategic messaging and actions to influence reputation, such as: - Cohesive visuals, voice, values, and personality convey what the brand stands for. - All marketing and communications align with the desired brand image and identity. - Delivering consistently positive consumer experiences builds goodwill. - Philanthropy, sustainability initiatives, and ethical practices demonstrate positive corporate citizenship. - Monitoring and engaging with online reviews and social conversations guides public perception. - Transparent, timely responses to reputational threats or backlash mitigate damage. Proactively managing brand reputation ensures consumers develop positive associations with and trust in the brand. It is an integral part of sustaining a successful brand in the long term. ### Delivering Brand Messaging Creating compelling brand messaging that conveys values and personality is vital for [strategic brand development](https://www.smashbrand.com/articles/strategic-brand-development/). The brand messaging weaves throughout the [brand development process](https://www.smashbrand.com/articles/brand-development-process/) to tell the brand’s story in a consistent, engaging voice. From brand identity to marketing campaigns, core messages express what makes the retail brand unique. Well-defined messaging aligns with positioning and guides communications across channels. When brand messaging resonates with target consumers, it builds meaningful connections and loyalty to drive the brand forward. Delivering consistent messaging is crucial for the strategic [retail brand development](https://www.smashbrand.com/articles/retail-brand-development/) process. ### Providing Excellent Service Delivering service that exceeds customer expectations is critical for nurturing loyalty. Some best practices include: - Get to know customers and predict what they’ll require. Surprise and delight them by providing it proactively. - Fast, attentive service shows customers they are a priority. Set up systems to facilitate prompt responses. - Understanding each customer’s unique situation emotionally makes them feel cared for. - Don’t pass problems off; take responsibility for resolving issues completely. Follow up to confirm satisfaction. - Look for ways to simplify customers’ lives with small additional services or gifts. - Offer tools and resources for customers to help themselves as needed. It provides convenience. - Asking for and responding to reviews and input demonstrates you value customers’ perspectives. Providing an exceptional service experience, not just an average one, earns customers’ trust and emotional connection to the brand. It drives loyalty, retention, and advocacy. ### Managing Online Reviews - Monitor mentions and reviews regularly via Google Alerts, social media feeds, and review sites. It allows for a timely response. - Respond professionally to negative reviews when warranted. Offer solutions or express regret rather than excuses. Never get defensive. - Address the root cause of persistent negative feedback. Make internal improvements to prevent repeated issues. - Thank customers for their positive reviews and feedback. It shows customers their voice is heard. - Use review sites’ capabilities to flag or report reviews that violate policies or seem fraudulent. Don’t try to remove legitimate negative reviews. - Encourage satisfied customers to leave honest, positive reviews to boost your overall ratings over time. - Monitor review trends to identify areas of opportunity to improve products, services, and customer experience. - Respond publicly to demonstrate responsiveness, but take the further conversation private as needed. - Review management software monitors analyzes, and responds to large review volumes efficiently. ## Brand Growth As brands mature, continuing to expand awareness and reach new audiences is crucial for growth. Businesses should seek opportunities to increase visibility and consideration through marketing in new geographies, consumer segments, or distribution channels. When entering new target markets, brands must ensure their identity and messaging resonate. [Localization](https://www.transifex.com/blog/2021/what-is-localization/) and cultural adaptations may be required while retaining brand essence. An example is the NBA successfully expanding its fanbase and commercial growth in China through savvy partnerships and social media. The ultimate goal is leveraging brand equity to maximize value and profits. Brand extensions like Courtyard by Marriott capitalize on existing brand recognition and goodwill. Strong brands can command price premiums, drive advocacy, and withstand crises. They open doors for partnerships, investor confidence, and business opportunities. ## Data-Driven Brand Development Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for businesses that want to see a performance lift in retail. Our PathToPerformance™ process guarantees a brand performance lift on retail shelves. From strategy to design, we take consumer brands through a successful brand development process, setting them up for long-term success. Book a time to discuss your project with our team. **Categories:** Strategy --- ### [Driving Growth Through Brand Repositioning In Marketing Strategy.](https://www.smashbrand.com/articles/brand-repositioning-in-marketing/) **Published:** November 15, 2023 **Author:** Jason Vaught **Content:** Consumer preferences are shifting faster than social media trends. Under such conditions, brand repositioning in marketing has become a vital strategy for survival. Think of the camping brand Stanley, once struggling to stay relevant, only to transform its identity and reignite a broader customer interest. Brand repositioning in marketing is a strategic move that reshapes consumer perception. It allows companies to engage new audiences and rejuvenate their image in the marketplace. Even a single product repositioning can breathe new life into stagnant brands. This article discusses how a well-crafted [brand repositioning strategy](https://www.smashbrand.com/articles/brand-repositioning-strategy/ "How To Create A Brand Repositioning Strategy.") can turn challenges into opportunities and elevate your business. You will learn how to define an impactful brand repositioning strategy and avoid common challenges while implementing it. Sound interesting? Read on to explore all the secrets. ## **What is Brand Repositioning in Marketing?** Brand repositioning is the strategic process of shifting a brand’s place in the consumer’s mind and recalibrating its image to align better with market demands. Unlike a full-scale [rebrand](https://www.smashbrand.com/articles/rebranding-vs-repositioning/ "Rebranding vs. Repositioning: A Comprehensive Guide."), which involves changes to foundational elements like a logo or name, repositioning fine-tunes the brand’s identity to reflect evolving consumer preferences and market conditions. The new market positioning strategy could include refreshing messaging to attract new demographics and refining core values that deepen consumer connection. The essence of repositioning is not to change the brand but to adjust its direction and sharpen its appeal to stay competitive. The primary objectives of brand repositioning are centered around growth and adaptability: - **Targeting New Demographics:** By shifting focus toward different or emerging consumer segments, companies can expand their reach and capitalize on new market potential. - **Staying Relevant Amid Shifting Trends:** As consumer preferences and market trends evolve, brands must adapt or risk losing relevancy. Repositioning maintains brand appeal and a consistent presence in the market. - **Gaining Competitive Advantage:** Differentiating from competitors to capture new opportunities. A repositioned brand that resonates with consumers can establish a unique edge, drawing in new customer bases while retaining loyalty. ## **Key Triggers for Brand Repositioning.** Critical triggers for brand repositioning include insights from market research, shifts in target market preferences, and even sometimes advancements in digital marketing. A refined brand strategy can facilitate effective market repositioning, ensuring that brands adapt to consumer needs and achieve [successful brand repositioning](https://www.smashbrand.com/articles/brand-repositioning/ "A How-To Guide For Brand Repositioning.") in a competitive landscape. ### **Shifting Consumer Behavior.** Brands must adapt to maintain relevance as customer preferences, values, and behaviors evolve. For instance, brand research may reveal a growing demand for sustainability, prompting a company to adopt a new brand positioning focused on eco-friendliness. This shift can enhance brand awareness and alter brand perception, making it more appealing to conscious consumers. Effective product marketing strategies that reflect these changes ensure the brand resonates with its target audience. ### **Competitive Pressure and Market Saturation.** Brands must differentiate themselves when a market becomes crowded to reclaim their identity. This often involves reassessing current brand positioning and developing a robust marketing strategy that resonates with consumers. By refining brand messaging, companies can enhance their brand equity and appeal to niche markets. For instance, a lifestyle brand may pivot to emphasize sustainability, aligning with market trends that prioritize eco-consciousness. Successful repositioning revitalizes a brand and strengthens its competitive edge. ### **Brand Evolution or Product Innovation.** As product offerings evolve or innovations emerge, brands may need to adjust their brand identity to reflect these changes effectively. This often requires a repositioning strategy that aligns with the updated marketing mix, ensuring the brand’s position aligns with the target market’s needs. ## **Critical Strategies for Successful Brand Repositioning.** Effective product repositioning requires thorough brand development and analysis of consumer behavior. Companies must enhance their brand image and adapt to market dynamics to improve customer loyalty. The repositioning process should align with shifting market perception, ensuring the new strategy meets the evolving needs. ### **Audience-Centric Research and Insights.** Data-driven brand research fuels this understanding, combining insights from qualitative and quantitative methods to illuminate consumer behavior. For instance, identifying lifestyle trends or emerging needs in an adjacent audience segment could redefine your product positioning, offering a competitive edge. These insights refine your product marketing strategies and serve as a roadmap for brand management decisions, aligning consumer desires with your business goals. A good brand repositioning example is Earth Breeze’s transformation. The brand evolved its messaging and packaging through rigorous audience testing, capturing attention and enhancing purchase intent. Integrating consumer insights into product marketing and brand management showcases how informed decisions can mitigate risks and deliver measurable outcomes. Audience-centric strategies minimize guesswork. When brand awareness is rooted in data and product positioning aligns with authentic consumer needs, your brand doesn’t just reposition—it thrives. ### **Aligning Messaging with Core Brand Values.** Authenticity drives connection. Consumers can quickly sense when a brand veers off-course, risking its hard-earned brand equity. Aligning your messaging with core values ensures customer loyalty remains intact, even as you evolve to meet shifting market trends. To achieve this, focus on reinforcing what makes your lifestyle brand unique. Highlight values that resonate with both your loyal base and new audience segments. This balance strengthens brand development, maintaining trust while elevating your market perception. Take cues from emerging market trends, but ensure your evolution is grounded in the principles that built your brand. This approach safeguards customer loyalty and positions your brand as authentically adaptive, not opportunistic. ### **Differentiation and Unique Value Proposition.** Standing out in a crowded marketplace requires more than good intentions—it demands clarity. A successful [repositioning ](https://www.smashbrand.com/wp-content/uploads/2023/10/Repositioning.png "Repositioning jarjoy")hinges on establishing a distinct market position that sets you apart from competitors while addressing unmet consumer needs. Your unique value proposition should be laser-focused on delivering what others can’t or won’t. Use data to uncover gaps in consumer expectations and craft solutions that resonate. The value must be clear and compelling, whether it’s an innovative feature, superior design, or unmatched service. When done right, differentiation isn’t just about being different; it’s about being indispensable. With a competitive edge directly addressing audience needs, your brand can secure a prominent position in both their minds and the market. ### **Multichannel Consistency and Integration.** Inconsistent messaging confuses consumers and weakens trust—both fatal for brand repositioning. Multichannel consistency ensures your audience receives a unified message, reinforcing your new positioning across every touchpoint. Every element must echo the brand narrative, from in-store displays to digital channels, packaging, and promotions. Align visual design, tone, and messaging with the repositioned identity to create a seamless experience. This approach strengthens brand recognition and builds trust, as consumers feel confident engaging with a cohesive brand. Integration across all platforms ensures your message is clear and compelling, leaving no room for doubt. Consistency solidifies the brand’s presence in the marketplace. ### **Storytelling as a Tool for Transition.** Storytelling turns repositioning effort into a relatable journey rather than an abrupt change. It’s a bridge that connects consumers to your brand’s evolution, fostering emotional engagement and trust. Explain why the repositioning matters—share the challenges, the insights gained, and the vision driving the shift. Frame the journey in a way that resonates with your audience, highlighting how the changes directly address their needs or improve their experience. A compelling narrative ensures consumers understand the “what” of your repositioning and embrace the “why.” Storytelling transforms the transition into a shared experience, building a stronger, more connected audience who feels invested in your brand’s future. ## **Challenges in Brand Repositioning for CPG Brands.** Repositioning CPG brands involves balancing innovation with preserving brand equity. Missteps in messaging, inconsistent execution, or neglecting customer loyalty can alienate audiences. The following are some of the main challenges companies may face when repositioning their brand identity: **Balancing Legacy and Innovation:** Retaining loyal customers while appealing to new audiences requires a delicate balance. Brands must highlight their heritage while integrating forward-looking elements that address evolving consumer needs, ensuring relevance without alienation. **Securing Internal Alignment and Buy-In:** Resistance from internal stakeholders can hinder progress, especially if repositioning is seen as risky. Effective communication of the strategic benefits and alignment across marketing, sales, and product teams is essential to gain collective support. **Avoiding Brand Dilution:** Expanding appeal can lead to overextension, weakening the brand’s essence. A clear focus on a well-defined target audience helps maintain authenticity and prevents messaging from becoming too broad or unfocused. **Measuring Success:** Repositioning rarely delivers immediate results, making it challenging to evaluate success early on. To track and refine their strategies, brands should establish metrics like shifts in brand perception, engagement rates, and sales growth in key demographics. ## **Steps for Implementing Brand Repositioning in Marketing.** Repositioning the existing brand identity can be risky. A single misstep can result in alienating the existing customer base. To avoid such issues, companies must follow these steps to implement a data-driven brand repositioning in marketing strategy: ### **Define Clear Repositioning Goals.** The first step in successful brand repositioning is to define clear goals that provide a strategic anchor for all subsequent actions. A brand’s repositioning might aim to: - **Expand Market Share:** Establish a stronger foothold in the current market or reach new customers, positioning the brand as a competitive leader. - **Refresh Brand Image:** Modernize or evolve the brand’s identity to resonate with current consumer expectations and cultural shifts, ensuring the brand remains relevant. - **Connect with New Demographics:** Target new audience segments by aligning the brand’s messaging, values, and visual identity with these consumers’ preferences. ### **Conduct Comprehensive Market and Consumer Research.** The next step is conducting comprehensive market and consumer research. This phase involves an in-depth exploration of consumer behavior, competitor moves, and emerging trends to create a repositioning strategy grounded in real-world insights. **Understand Consumer Preferences.** This means going beyond surface-level demographics to uncover core motivations, pain points, and values that drive purchase decisions. At SmashBrand, our consumer research zeroes in on these purchase drivers with tools like our proprietary PREformance® Testing, replicating natural shopping environments to predict consumer reactions with high accuracy. **Analyze Competitor Positioning.** Identifying where competitors succeed or fall short helps pinpoint whitespace opportunities for a brand to stand out. This step guides the repositioning towards areas of differentiation, ensuring the brand captures attention and loyalty by addressing unmet needs or overlooked benefits. **Identify Emerging Trends.** Tracking industry trends, from shifting consumer values to technological advancements, helps the brand stay ahead. This trend analysis allows adaptability, positioning the brand as forward-thinking and relevant. ### **Craft a Cohesive Positioning Statement and Value Proposition.** Articulate a clear, compelling message that defines the brand’s new direction. This statement must highlight unique strengths, directly address target audience needs, and differentiate the brand from competitors. At SmashBrand, we ensure the positioning statement resonates by grounding it in consumer insights, making it an anchor for all brand communications and a driver for market engagement. ### **Executing a Phased Rollout with Consumer Testing.** A phased rollout begins with launching in selected markets to gauge initial consumer response and gather feedback. This controlled approach enables data collection on performance, allowing for refinement before full-scale implementation. Smashbrand’s iterative testing model ensures each phase is optimized based on real-time consumer insights. ### **Monitor and Adapt Based on Consumer Feedback and Market Response.** Gather consumer feedback and analyze key performance metrics to monitor customer feedback and market response. This ongoing assessment enables fine-tuning the brand strategy, ensuring it remains aligned with consumer expectations and market dynamics. SmashBrand’s data-driven approach facilitates rapid, insight-led adjustments, optimizing the repositioning for sustained success and measurable impact. ## **Case Studies of Effective Brand Repositioning in Marketing.** ### **Just (Hampton Creek)** Hampton Creek transformed its brand identity by rebranding to “Just.” This shift was accompanied by a redesign featuring minimalist packaging that spotlighted clean, straightforward ingredients. The rebrand was more than a cosmetic change—it was a strategic move to align with Just’s mission of providing accessible, plant-based products without fuss. By focusing on simplicity and transparency, Just appealed to health-conscious consumers who prioritize clarity in their eating, tapping into a growing demand for vegan, sustainable food options. ### **Blue Plate Mayonnaise.** Blue Plate revitalized its brand by leveraging its rich Southern heritage and emphasizing simple, high-quality ingredients. Updating its packaging with a nostalgic yet modern design, the brand tapped into consumer nostalgia while appealing to a new generation. This repositioning highlighted its authentic, time-tested recipe, driving a resurgence in popularity among loyal and new customers. The strategy effectively differentiated Blue Plate in a saturated market, boosting brand affinity and expanding its market share. ## **Frequently Asked Questions.** **Categories:** Positioning, Strategy --- ### [How to Attract Great Clients.](https://www.smashbrand.com/articles/how-to-attract-great-clients/) **Published:** March 4, 2013 **Author:** Kevin Smith **Content:** We think we get to work with some of the best clients on the planet. But it did not start out like that. For this article, I ask our designers to go back to when they were just starting out and really talk to me from that perspective. What advice would they give freelancers or new designers on finding great clients we like to have here at [SmashBrand](https://www.smashbrand.com/). So, you’ve got tons of design work lined up and almost no time to complete it all. Well, that’s good, right? What do you mean you can barely pay your rent – with all of this work you do, you should be rolling in dough! You have numerous clients, but they all pay you next to nothing, you say? Well, that ends now. It’s time someone told you to man up, for heaven’s sake. Your work has value! Your life has meaning! If your clients are walking all over you, you’re either letting good clients take advantage of you (and they might not even know it), or you’re just attracting the wrong type of client. Do you want great clients? Here’s how to get them. ## **Know Your Worth** When you start out as a new freelancer or a newly established company, you’ll no doubt have to take on projects for ridiculously low amounts of money. It’s critically important that as you get more experience under your belt and your portfolio grows, your rates will grow along with them. Otherwise, when you struggle with only the meager funds you’ve been given, your work suffers, your sense of accomplishment suffers, and you wind up an embittered shell of what you could have been (not to be overly dramatic about it or anything). Unscrupulous clients feed off talented people who don’t know the real value of their work. If you’ve done fantastic designs, let your future clients know, in no uncertain terms, [that they have to pay for quality](https://www.smashbrand.com/articles/why-good-packaging-design-is-not-cheap/). Remember, each project you take on can help you [build a great resume](https://resumementor.com/blog/resume-format/), showcasing your skills and attracting the clients you truly deserve. High-quality clients already know this and are willing to fork over more money for great results. Maintain your standards. ## **Stand Firm** Once you’ve started getting high-paying gigs, don’t allow your clients to bombard you with emails, phone calls, meetings, changes in design specifications, add-ons, and other little directives that become time-consuming hassles. Clients who like to micromanage are unavoidable. However, set parameters. Ensure everyone knows what they want and how they plan to interact. If your client knows that you can’t do your best work with a marketing executive sitting on your shoulder, then he or she is more likely to ease off a bit because the company certainly wants its money’s worth. Changes are inevitable. It’s perfectly reasonable to have a slight shift in the direction of the project initially, but if suddenly the client decides that he wants an entirely new concept after you’ve nearly completed the original, that is flat-out unacceptable unless the client is willing to renegotiate the costs. After all, if you’ve sculpted three-quarters of a statue of a wood nymph for a client, and suddenly he changes his mind and wants a gargoyle, that needs to come out of his pocket, not yours. ## **Offer Better Services, Detail Them Explicitly** After enough client experience, you should know the services clients want that wouldn’t necessarily be obvious to a novice. Make sure you advertise these services, even if they were things you would offer anyway. Companies often offer services they never advertise, missing out on clients to whom those services would matter. Don’t be one of those companies. ## **Don’t Work Just for the Money** This may seem counterintuitive to the advice we’ve just given, but we assure you, it isn’t. When building your reputation and client base, you have to look for projects that will earn you some status. Your previous projects will dictate the direction your career will take. This is the key to enticing those great clients. They want to work with people who are passionate about their work. Why do you think political campaign managers fight over high-profile candidates? Yes, the money is good, but not always. Sometimes you have to take a lower-paying position or client to include him on your work history. Want to know what else clients are looking for? Look at our blog from last month, which details [how clients look for design firms.](https://www.smashbrand.com/articles/how-to-choose-a-package-design-firm/) It is crucially important that you do work that makes you look good. If you are bogged down in projects that do nothing to enhance your prestige or reputation, believe it or not, your skills will eventually erode. If you hear about a project that really piques your interest, whether it is because of the project itself or who you are working for, go for it, regardless of the dollar amount. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Roundtable Discussion: Insights on The Johnson & Johnson Logo Rebrand.](https://www.smashbrand.com/articles/johnson-and-johnson-logo-rebrand/) **Published:** October 10, 2023 **Author:** Jason Vaught **Content:** ### Contributors: #### [Michael Keplinger](https://blue3.genetechz.com/SmashBrand/michael/) Michael is a partner and the Director of Testing and Insights at SmashBrand. #### [Christy Lebor](https://blue3.genetechz.com/SmashBrand/michael/) Christy Lebor is a Partner and Head of Brand Development at SmashBrand #### [Kevin Smith](https://blue3.genetechz.com/SmashBrand/kevin/) Kevin Smith is the founder of SmashBrand, a brand development agency. Big Pharma’s Johnson and Johnson recently announced their intent to change the old logo it has been in use since 1887. The leading healthcare giant revealed that it will redefine the brand’s visual identity as it commences 135 years of unwavering commitment to trust and excellence The decision to rebrand, however, was not merely a cosmetic one. It’s a strategic move aimed at unifying the pharmaceutical and MedTech device businesses under a cohesive name. It reflects Johnson & Johnson’s sharpened focus on pharmaceuticals and medical devices. The company has been using the logo for more than a century, and it stands as a testament to its enduring legacy. This old emblem was engrained in the cursive design signature of founder James Wood Johnson. ## Why Johnson and Johnson is Choosing To Update The Brand Architecture It wasn’t just a symbol but a representation of the company’s identity and values—etched into the collective memory of generations. People will still have a chance to see it one more time on consumer products like Johnson baby shampoo from Kenvue, a new company recently spun off from J&J. According to a Kenvue spokesperson, the iconic J&J branding, which adorned products like Band-Aids for years, will slowly phase out. The consumer business was pivotal in propelling Johnson & Johnson to its status as the world’s largest healthcare products manufacturer, boasting annual sales exceeding $90 billion. However, at the time of the spinoff announcement in late 2021, its pharmaceutical and medical device divisions had outgrown the consumer segment in size. In addition to this J&J shift, they revealed plans to rebrand their New Jersey-based JJ, Janssen pharmaceutical business as “Johnson & Johnson Innovative Medicine. Similarly, their medical devices and technology segment will adopt “Johnson & Johnson MedTech.” These changes reflect the company’s commitment to adapting to a rapidly evolving healthcare landscape. **Read More:** [Unpacking The Most Important Benefits To Rebranding.](https://www.smashbrand.com/articles/benefits-of-rebranding/ "Unpacking The Most Important Benefits To Rebranding.") ## Objectives of Johnson & Johnson’s Rebrand We often view a logo redesigns as a sign of a company evolving and adapting to the modern world. For a healthcare giant like Johnson & Johnson, there’s something truly captivating about retaining a logo for such a long and remaining steadfast for over a century. So, why [the need for change](https://www.jnj.com/johnson-johnson-marks-new-era-as-global-healthcare-company-with-updated-visual-identity "the need for change")? According to Joaquin Duato, Chairman of the Board and Chief Executive Officer of Johnson & Johnson, the reason behind this monumental shift is clear: “Uniting our diverse businesses under an updated Johnson & Johnson brand reflects our unique ability to reimagine healthcare through transformative innovation.” He adds that this helps the company stay true to the Credo values and the level of care that patients and doctors expect. The company has immense pride in its old iconic logo. However, a modern look heralds a new era where they seek to shift and appreciate Johnson & Johnson’s narrowed focus on pharmaceuticals and medical devices. In essence, the objective of this rebrand is twofold. First, it’s about streamlining the conglomerate’s various business units into a unified brand name. According to Vanessa Broadhurst, the company’s executive vice president, the new look logo, which has a different shade of red, aims to recognize J&J’s shifted focus into a “pure play health care company.” Second, it’s a strategic move to showcase Johnson & Johnson’s unwavering commitment to innovation while remaining anchored to their time-honored values—a delicate balance that few corporations successfully achieve. Marketing consultant Laura Ries noted that the old-age logo is iconic in many ways, considering it is one of the longest-used company emblems in the world. However, it needed a little modern touch, especially in this new era of texting and emojis. According to her, even though people recognize the signature logo, they aren’t necessarily reading it. It’s a little more difficult for them to use, which she said is no longer the case with the new logo. She further notes that consumers likely identified the script logo more with the Kenvue products found on drugstore shelves, such as Band-Aids, Listerine, and Tylenol. ## Expert Opinions ## Positive Feedback Turning to our viewpoints, let’s begin with the positive aspects of this [logo rebrand](https://www.smashbrand.com/articles/logo-rebranding/ "logo rebrand"). ### Business Alignment The [rebranding](https://www.smashbrand.com/articles/rebranding/) of Johnson & Johnson has undoubtedly been a strategic maneuver aimed at aligning the company’s diverse businesses under one cohesive brand. This move reflects the company’s ambition to consolidate its healthcare innovation efforts and maintain its commitment to core values. Johnson & Johnson spun off its consumer health brand as a new independent company under the name Kenvue. The spinoff aims to help the company navigate the complex healthcare landscape with a unified front. The new logo will roll out over time on J&J’s medical equipment and pharmaceutical products. However, this ambitious goal does come with its share of critiques. ### Negative Feedback We’re not the only ones critiquing this rebrand. Browse the hashtag #johnsonandjohnson and you’ll discover many experts expressing concerns. From our perspective as a [rebranding agency](https://www.smashbrand.com/rebranding/ "rebranding agency"), let’s highlight two points that, based on our experience, seem to be critical missteps. ### Loss of Uniqueness Christy Lebor, Director of Strategy at SmashBrand, provides a critical perspective, stating, “Wow. It lost its special-ness and any indication of caring or human empathy. To me, it looks like a 1970s old-school manufacturing company logo.” Lebor’s viewpoint touches on a critical concern—the potential loss of elements that made the old script logo endearing and relatable to many. The new font style, while more straightforward, risks alienating some who appreciated the previous design’s warmth and familiarity. ### Lack of Memorability Another issue is memorability. The argument that “easier-to-read [font choices on a logo design](https://logocreator.io/blog/logo-font-styles/) isn’t the only factor contributing to memorability” is valid. While the new logo may be easier to read, it could also be less memorable. The change in style and aesthetics might lead to a diminished brand story, making it challenging for consumers to recall the emotional connection they once had with the brand. Kevin Smith, Founder & Managing Director of SmashBrand, bluntly states, “Distinctiveness level zero.” His comment underlines that the new font style doesn’t represent an established household name but rather more resembles a manufacturing business. This criticism raises concerns about whether the rebrand has diluted the iconic identity Johnson & Johnson has cultivated over its long history. The final aspect to consider is how the rebrand aligns with or diverges from current design trends. There needs to be a better sense of relevance and appeal of the new logo in today’s market. While it reflects consumers’ modern tastes and sensibilities, the company could risk falling behind the curve. ## Key Takeaways The rebranding of Johnson & Johnson has stirred both excitement and skepticism among experts and consumers alike. While it seeks to align the company’s diverse businesses and project a more unified image, it risks sacrificing memorability, uniqueness, and consumers’ emotional connection with the old logo. Of course, it’s a huge and welcome step for Johnson & Johnson to adopt this new identity in today’s modern world. Still, the future remains uncertain, and only time will tell whether this rebrand will be a defining moment in the company’s storied history or if it will prompt a nostalgic yearning for the original script. **Categories:** More --- ### [Understanding The Role Of Product Naming Conventions.](https://www.smashbrand.com/articles/product-naming-conventions/) **Published:** August 16, 2022 **Author:** Jason Vaught **Content:** Ever wondered why some product names seem to stick in your mind while others are quickly forgotten? Finding the right name is a critical part of marketing that can make or break a product’s success, and product naming conventions are a key part of the [process](https://www.smashbrand.com/articles/naming-process/ "process"). An exceptional and impactful product name holds the same significance level as its packaging. Hence, the question arises: How can you select the ideal product name that connects with your potential customers? In this article, we’ll explore the ins and outs of product naming conventions, including the different naming strategies brands use to create memorable product names that attract and retain customers. ## What is a Product Naming Convention? A product naming convention is a set of rules or guidelines that dictate how a product should be named within a specific industry or market. These conventions are often based on industry-specific terminology, product features, or target consumers. For example, in the tech industry, product names often include numbers or letters representing specific product features or capabilities. ### Naming Conventions VS. Naming Strategies Product naming conventions refer to the rules and guidelines for creating consistent and meaningful product names. It includes using brand names, avoiding confusing or misleading names, and following industry standards. On the other hand, naming strategies focus on creating unique and memorable product names that stand out in the market. They are crucial for building strong and notable product names that resonate with consumers and differentiate a product from its competitors. CriteriaNaming ConventionNaming Strategy**Definition**Set rules or patterns in naming a product.Overall approach to naming a product or brand.**Scope**Typically industry-specific.Can be broad or specific to a company’s branding.**Focus**Structure or format of the name.Meaning, context, and emotional impact.**Examples**Acronyms (BMW), Descriptive (General Motors), Founder Names (Ford)Evoking feelings (e.g., “Lush” for cosmetics), Highlighting use case (e.g., “Duracell” for durable batteries), Innovativeness or tech-focused (e.g., “Tesla” for electric vehicles)**Enforcement**Often follows industry trends.Defined by marketing and branding teams.**Flexibility**Can be rigid, especially if it’s an industry norm.Adaptable based on market research and brand evolution.**Purpose**Make product names recognizable and consistent within an industry or line.Differentiate the product in the market and convey its value proposition.**Common in**Industry standards, competitive analyses.Branding workshops, market research studies.**Changes Over Time**Can change as industry trends evolve.Evolves with brand identity and market positioning.**Dependencies**Industry norms, trademark availability.Company vision, target audience, market landscape.### Naming Conventions VS. Naming Architecture Naming architecture is focused on creating a [framework](https://www.smashbrand.com/articles/product-naming-framework/ "framework") for naming multiple products within a brand. It enables an organization to guide the naming of its capabilities and offerings so that customers can readily understand what is being offered. Naming conventions are essential for consistency within a product line, and naming architecture is crucial for creating a clear and concise naming system for multiple products within a brand. ## Examples Of Product Naming Conventions As mentioned, naming conventions allow the creation of influential product names that communicate well with the target audience. It results in alignment with consumer preferences and reflects the brand identity. Let’s look at some standard product naming conventions examples to make things clear: **Descriptive Names:** These names describe[ the product type](https://www.rivyl.com/post/the-different-types-of-brand-names-find-the-right-fit-for-you#:~:text=These%20are%20chosen%20by%20companies,in%20the%20minds%20of%20consumers.) or function. For instance, Burger King, Paypal, and Booking.com explain the product or service. A descriptive name conveys the value proposition of the product or service quickly without excessive explanation. **Evocative Names:** These names aim to connect emotionally with consumers using words that evoke strong emotions or imagery. Evocative product names can be a powerful way to differentiate a brand and create an emotional connection with consumers. Some famous examples include Apple, Visa, and Nike. **Suggestive Names:** These names suggest the product’s benefits or features. For example, [Shopify](https://www.ecommerceceo.com/learn/how-does-shopify-work/ "Shopify") enables businesses to “shop” online, effectively conveying its purpose. Suggestive names provide flexibility for brand expansion and can accommodate future product or service offerings. Product names that resonate with consumers and reflect brand identity quickly spread the word. It helps generate more sales, leading to more brand recognition. Click here to [read more](https://www.smashbrand.com/articles/product-naming-strategies/) and learn everything about product naming strategies. ## Creating A Naming Strategy As a convention, a product naming strategy is essential to the brand strategy that offers many benefits. The main goal is to lay a foundation for new product naming that aligns well in the short and long term. ### The Need for Creating a Naming Strategy A naming strategy is essential to establish a strong brand identity and differentiate itself from competitors. A well-executed naming strategy can help create a memorable and unique name that accurately reflects the product’s features and benefits while resonating with the target audience. With a naming strategy, a brand may avoid a confusing, misleading, or forgettable name, leading to a lack of brand recognition and a loss of sales and market share. Additionally, a poorly chosen term can lead to legal issues if it infringes on existing trademarks or copyrights. ### The Benefits of Creating a Naming Strategy Let’s look into various benefits that a naming strategy offers to a brand: **Establishing clear brand identity:** A well-executed naming strategy creates a strong brand identity that resonates with consumers and differentiates a brand from its competitors. A clear brand identity can help build brand recognition and loyalty. **Creating a memorable name:** A memorable name that is easy to remember can help consumers recall the product when needed. It can lead to increased brand awareness and sales. **Ensuring legal compliance:** Creating a naming strategy involves conducting a lawful search to ensure the chosen name is legally available and does not infringe on any existing trademarks or copyrights. It can help avoid costly legal issues down the line. **Aligns with he brand naming strategy:** A naming strategy should align with [brand naming strategy](https://www.smashbrand.com/articles/brand-naming/ "brand naming strategy"). It ensures consistency across all aspects of the brand and helps reinforce its message and mission. **Facilitating product launches:** A powerful product name generates buzz and excitement around a new product launch. It can lead to increased sales and market share. There are two essential considerations that every strategy must include ### Market Research Conducting thorough market research is the primary step to creating a naming strategy. Through market research, companies can easily understand the target market. It leads to the discovery of product names and their part in branding and customer acquisition. A company gathers data using various techniques such as surveys, polls, and interviews. Similarly, it may also [utilize online tools](https://enjoy-aiia.com/helium-10-vs-jungle-scout/) to collect research data quickly. Once there is sufficient data, the company finds trends in product names and their relationship with sales and revenue. Engaging in thorough market research also aids in examining competitors and their approaches to naming. This empowers brands to identify gaps and opportunities for surpassing the competition more easily. ### Consumer Testing Once the company conducts market research and develops new product names, the next step is to perform consumer testing. This step is crucial for verifying the selected names using the target market. Consumer testing provides insights into how customers perceive different names. Simultaneously, it identifies potential issues with the name before it is launched. There are various methods to perform consumer testing, just like market research. For instance, companies may use surveys, focus groups, or online polls to engage consumers. The goal is to gather feedback on potential product names, including their relevance, memorability, and overall appeal. This feedback can refine the list of potential names and select the best name for the product or brand. Consumer testing can also help identify potential issues with a name, such as negative associations or misinterpretations. ## Avoiding Naming Mistakes Naming mistakes can be a massive disaster for a brand, leading to confusion, negative associations, and a lack of brand recognition. When a product name is confusing or misleading, it can make it difficult for customers to understand what the product does or how it differs from competitors. For example, in 2018, Dunkin’ Donuts changed its name to “Dunkin'” to [rebrand](https://www.smashbrand.com/articles/rebranding/) and expand its menu beyond donuts. The company faced criticism for being too vague and not accurately reflecting the brand’s identity. After a short time, criticism faded, but if this was a smaller brand, they might not have been able to handle the turbulence. Decision-makers should consider the following strategies in [naming workshops](https://www.smashbrand.com/articles/naming-workshop/) to avoid mistakes: **Keep it simple:** Product names should be simple and easy to remember. Avoid using complex or difficult-to-pronounce words that may confuse customers. Also, make sure these names are distinct and aren’t confused with other products on the market. **Be clear:** Product names should accurately reflect the product’s features and benefits. Avoid using words that are misleading or vague. **Consider the target audience:** Product names should resonate with the target audience. Consider the language and tone that appeals to the target customer. **Avoid trends:** Avoid using trendy or gimmicky names that may quickly become outdated or irrelevant. Instead, focus on creating a timeless and memorable name. ## Brand And Product Naming For CPG Brands Are you looking to create a strong brand identity for your CPG brand? SmashBrand can help with our [expert brand naming services](https://www.smashbrand.com/brand-product-naming/ "expert brand naming services"). Our proven **Path To Performance™** includes influential name development for your products that resonate with your target audience and accurately reflect your brand’s values and mission. Discuss a project with our team. **Categories:** Strategy --- ### [The Difference Between Brand Extension Vs Brand Stretching.](https://www.smashbrand.com/articles/brand-extension-vs-brand-stretching/) **Published:** October 31, 2023 **Author:** Jason Vaught **Content:** The terms brand extension and brand stretching are often used interchangeably, and rightfully so. They both represent growth strategies that can significantly impact brand equity. So, what’s the difference between brand extension vs brand stretching if they are so closely related? Brand extension focuses on expanding within the familiar territory, while brand stretch leaps into new markets, often far removed from the original product. A stretch is more risky; get it wrong, and you risk damaging your brand. This article provides a detailed guide on how brand extension differs from brand stretching. You will learn the critical differences between the strategy formulation and execution phases. ## What is Brand Extension? Brand extension happens when a company uses its well-known brand to introduce new products in a similar or related category. It’s a way to grow the brand without building a new identity from scratch, using the trust and recognition it’s already earned. For example, a brand extension strategy may involve a single product line extension by releasing different versions of the same product. This strategy often carries less risk than stretching because it remains within the same category for which the brand is already known. A good example is Starbucks. Everyone knows their coffeehouse experience. But they didn’t stop there. To make their brand even more accessible, they extended into grocery stores with bottled Frappuccinos, [packaged coffee](https://www.smashbrand.com/articles/coffee-packaging-design/ "Coffee Packaging Design: How To Stimulate Shelf Success.") beans, and ready-to-drink products, all top-sellers within their respective category. These brand extension examples allow customers to bring the Starbucks experience home, keeping the brand present in their daily lives, whether picking up a drink on the go or brewing their favorite blend at home. ## What is Brand Stretching? Brand stretching occurs when a brand enters a new market or category, often unrelated to its original products. Unlike a brand extension strategy, which expands a brand’s presence within familiar categories, brand stretching ventures into entirely different territories, which can be riskier. For instance, when Cheetos released a lip balm, it didn’t work well. The newly released product didn’t align with the brand or what consumers want on their lips! Despite the risks, a successful brand stretch can significantly broaden the parent brand’s reach. The brand name becomes unifying across very different markets, but success depends on strong brand awareness and consumer trust. When Oreo expanded into the frozen products line by releasing ice cream sandwiches and cones, consumers loved the new product line because it sparked the same taste and emotions in their minds. ## Similarities Between Brand Stretching and Brand Extension While brand stretching and extension are two distinct strategies, both have a few things in common. Brand stretching can be similar to brand extension in the following ways: - Both strategies rely on the strength of the established brand name to attract consumers and reduce marketing costs when launching new products. - Whether extending into a related category (brand extension) or a new one (brand stretching), both approaches aim to diversify a company’s offerings and capture a broader market. - Both strategies capitalize on the trust and recognition consumers already have in the brand, using it as a foundation for new product acceptance. - Brand extension and stretching are designed to drive growth, increase revenue streams, and improve market share by introducing new products. - Both strategies risk diluting the brand if the new products fail to meet consumer expectations or align with the core brand values. ## Differences Between Brand Extensions vs. Brand Stretching Both brand stretching and brand extension involve leveraging an existing brand’s equity to introduce new products or services, but they differ in focus and strategy: - Brand extension stays closer to the original category; brand stretching ventures into unrelated markets. - Brand stretching carries more risk as it may dilute brand identity, while brand extension often carries less risk due to its relevance to the core brand. - With brand extension, consumers are more likely to understand and accept the move, whereas brand stretching might require more effort to convince them of its relevance in the new category. - Brand stretching can increase brand awareness by tapping into entirely new markets. - Brand extension can bring in more customers by providing various versions of the products (e.g., sugar-free editions of drinks and foods) - Successful brand stretching enhances the market share by targeting new areas. ## Successful Brand Extension Example Prime’s expansion from hydration sports drinks to energy drinks is a successful example of vertical brand extension. By leveraging its established brand name, Prime introduced a new product that fits naturally within its brand lifestyle extension, targeting active, health-conscious consumers. The move worked because Prime Hydration and Prime Energy aligned with the same brand image focused on fitness and wellness. Through effective branding and marketing strategy, Prime utilized the immense influence of its founders, Logan Paul, and KSI, to enhance brand loyalty and drive demand. Their sub branding of Prime Energy, which differentiated it from the hydration line, added diversity while maintaining consistency. ## Failed Brand Extension Example Crystal Pepsi failed as a brand extension due to a lack of consistency and misalignment with consumer expectations. While Pepsi had a strong brand identity associated with its original cola, Crystal Pepsi’s clear appearance confused consumers who expected the familiar cola taste. Despite leveraging the existing brand name for brand recognition, the product failed to deliver the sensory cues associated with the original brand. This misstep in the category extension diluted Pepsi’s image and created a disconnect between the new brand and what consumers expected from the strong brand. ## Successful Brand Stretch Example Red Bull leveraged its strong identity and positioned itself as more than just an energy drink; it has evolved into a lifestyle brand that embodies adventure, extreme sports, and high-energy experiences. The brand seamlessly extended into areas aligned with its core values and image, including extreme sports, music, and media. Events like the Red Bull Air Race and sponsorship of high-profile athletes reinforce the brand’s association with risk-taking and high performance. Through brand licensing, the company has collaborated with various partners to expand into new product categories, like apparel and accessories, without diluting its brand identity. Each stretch fits within its brand narrative, ensuring consistency and relevance across different sectors. This carefully managed approach has resulted in substantial brand equity and consumer loyalty, as Red Bull has fostered a sense of community among its audience. ## Failed Brand Stretch Example Sunkist Vitamin C’s failure as a brand extension underscores several key issues in brand management. Although Sunkist is well-known for its brand association with orange juice, a natural source of vitamin C, it struggled to differentiate itself in a crowded vitamin supplement market. This lack of brand distinction led to dilution, as the move into a new product category undermined its brand equity. The extension didn’t align with a cohesive brand strategy and ventured too far from Sunkist’s core beverage category, weakening its brand value. This failure highlights the critical need for strategic alignment when leveraging a brand’s identity in new markets. ## Frequently Asked Questions ### How do I know whether I should extend or stretch my brand? Assess alignment with your core values and customer expectations. Conduct market research to identify consumer needs and potential gaps. Evaluate brand equity and the risk of dilution; extensions should enhance brand perception, while stretches can create dissonance. [SmashBrand’s methodology](https://www.smashbrand.com/methodology/ "Methodology") emphasizes consumer insights and data analysis, guiding brands to make informed decisions by testing new concepts and measuring their impact on brand perception. ### How do I ensure that my brand extension or brand stretch will succeed in the market? To ensure your brand extension succeeds, use SmashBrand’s Path to Performance™ Methodology. This rigorous, data-driven approach combines strategy, design, and [testing](https://www.smashbrand.com/testing/preformance-purchase-intent-testing/ "PREformance™ Purchase Intent Testing"), minimizing risk through consumer-tested insights at each stage. Our process integrates creativity with grounded brand management, ensuring the brand resonates with your audience and achieves measurable results. ### What consumer insights are most critical when deciding between brand stretching and extension? When deciding between brand stretching and extension, focus on consumer insights that reveal the brand’s relevance, perception, and value in new categories. Critical insights include: - **Purchase Drivers:** Understanding what motivates your consumers’ buying decisions helps ensure the new product meets real needs and resonates with core values. - **Category Relevance:** Insights into consumer expectations across different product categories guide whether your brand has permission to extend into that space without diluting its identity. - **Perceived Value and Trust:** Evaluating how much consumers trust and value your brand in its current form helps determine whether a stretch or extension will strengthen or confuse your brand perception. Our Path to Performance™ Methodology integrates these insights through data-driven testing, ensuring each step minimizes risk and sets your brand up for success in any expansion strategy. ## Data-Driven Brand Stretch Extensions that Avoid Dilution Want to explore new categories and capture new markets? Smashbrand can help. Our PathToPerformance™ process guarantees a brand performance lift on retail shelves. From strategy to design, we take consumer brands through our Path To Performance™ [brand development process](https://www.smashbrand.com/articles/creative-brand-development/ "An Ultimate Guide to Creative Brand Development."), setting them up for long-term success. Book a time to discuss your project with our team. **Categories:** Strategy, More --- ### [Matching the Ceiling to the Carpet](https://www.smashbrand.com/articles/matching-the-ceiling-to-the-carpet/) **Published:** July 10, 2013 **Author:** Kevin Smith **Content:** If you have a multitude of bar piercings, horn implants, tattoos and earlobe plates, your career as a neurosurgeon, lawyer or funeral director could suffer. In fact, your choice of adornment happens to be perfectly suited to the clients of the aforementioned professionals (head trauma victim, criminal or corpse, respectively). Judgmental? Perhaps, but we nonetheless must outfit ourselves in a matter commonly accepted to befit the profession of our choice if we are to be trusted by potential customers. You may be the most brilliant accountant in the world, but if you dress like you just escaped the clutches of Dog the Bounty Hunter, very few people will trust you with their money. The same basic rule applies for websites. Our examples are extreme, of course, but they nonetheless illustrate the point that clients respond warmly to a website whose services, products, personality and brand are easily identifiable, and simply aren’t interested in discovering the inner workings of a challenging exterior. If you own a restaurant chain, your website better feature photos and descriptions of delicious food. If you are a photographer, your website better have examples of beautifully composed photographs. If you are an espionage agent, your site should have pictures of you not existing. Does this mean that every website has to be predictable and coma-inducing in its sameness? Of course not! But a good designer will find a way to navigate the particular parameters of a business category and give the customer base what it expects, but what it hasn’t seen before *at the same time*. Confusing? Welcome to the big boy’s club, pal. ## Walking the Line Website personality has more to do with branding than with product, and quite frankly, a Web designer has very little input into the client’s branding strategy. Oh sure, a new business may look for brand consulting services, but a designer isn’t going to convince a staid financial institution to abandon its blue-blooded image and suddenly embrace the emo/Morrissey aesthetic. The trick is to give the client exactly what he/she wants, with a soupcon of something that will make his/her enterprise stand out. Yes, you must [yield to the brand almighty](https://www.smashbrand.com/articles/what-you-can-learn-about-branding-from-beavers/), but there is more than one way to skin a cat. Take, for example, the Dr. Bronner’s line of liquid soaps. Now, this isn’t a website, but it is an example of how a product that is quite straightforward has benefitted by a touch of quirkiness. The famous soap bottle is chock full of text which, if you bother to read it, is basically the fractured ramblings of a failed cult leader (a *nice* cult leader, mind you). However, because not everybody actually reads it, it just looks like a kind of crowded, old-timey product label that evokes the image of a general store with a gingham-wearing proprietress. The brand could have actually created a logo featuring a gingham-wearing proprietress, but they went a unique route that achieves basically the same thing, plus a little bit more. Creative? Darned straight. ## Edging away from the Line No one’s saying that you shouldn’t, under any circumstances, design anything that isn’t instantly familiar; we’re just saying that association is key. If you’ve figured out a way to bridge an unusual image or aesthetic to a particular service in a logical and interesting manner, then by all means, do it. However, it is nonetheless critical for the design choice to make sense within the context of what is being advertised. Sadly, “edgy” isn’t necessarily appropriate for every client. The vast majority of potential clients offer services that are inherently unexciting; they will be medical supply renters, septic system maintenance technicians or mold remediation and testing services. Clients of this sort aren’t looking for ways to entice young customers – they want a website that makes them look respectable, honest, hardworking and skilled. So, what have we learned today? We’ve learned that branding is more important than product when it comes to web design. We learned that a website needs to communicate the core principles of the brand and service in a clean, succinct and evocative manner. Most importantly, we learned that as far as we’ve come in terms of overcoming outward appearances, we would advise against hiring a lawyer with a faux hawk and a 2 gauge septum piercing (10 gauge is fine, though). ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Customers Don't Know What They Want – Research Does](https://www.smashbrand.com/articles/customers-dont-know-what-they-want-research-does/) **Published:** December 9, 2014 **Author:** Kevin Smith **Content:** Anyone who has spent any time in a supermarket knows that there is an abundance of choices for essentially every product category. Granted, we all have specific needs — some of us might need to manage an especially tight budget; others might have dietary restrictions, and the rest of us might have strong objections to the color blue. But how can you know which are the qualities that your potential market values? You’ll have to conduct market research, my friend. ## Fickle Customers Customers have an irritating habit of being incredibly [disloyal](https://www.forbes.com/sites/micahsolomon/2014/10/19/customer-satisfaction-can-kill-your-business-the-deadly-who-cares-phenomenon/?sh=5a66536e5660). Just because your brand of frozen yogurt seemed to have been the answer to all of their hopes and dreams six months ago, suddenly a competitor’s yogurt was featured on one of the Real Housewives’ lifestyle blogs and now your brand revenue has suffered considerably. What happened? How did the romance die so suddenly, without so much as a phone call or a bouquet of flowers? Could it have been that your frozen yogurt was the brief beneficiary of a mere trend? Trends can work both for and against you. While being in the midst of a trend can be beneficial in the short term, once the allure of the trend dies, you can easily find yourself the butt of cruel Twitter jokes. That’s just the way it works with people. One minute you’re in a happy relationship; the next you’re alone — bereft and longing for what once was. Well, stop your mourning. Get back on your horse and learn from your mistakes. Oh, yes — mistakes were made. Did you do your market research? Well, then. ## Market Research You might have done a bit of market research, in the form of asking your friends, family and associates what they think of your product. But are they really your market? Are they honestly willing to pay money for your frozen yogurt, or are they merely impressed that you’ve harnessed all of your entrepreneurial spirit and developed a product all on your own? Our mothers may be proud of us, but unless our mothers are also Oprah, they’re approval won’t yield a solid return. Conduct extensive market research. Even if your venture is small, you can still get valuable feedback. Gauge the impression your product leaves on the public and analyze it honestly. There are numerous tools for consumer research; you can set up — or participate in — a local event where you can showcase your product. Look up the schedule for local industry expos and keep abreast of trade organization meet-ups. Prepare mock-ups or sample sizes of your product, and give them away in exchange for filling out online surveys and questionnaires. ## Focus Groups If you have a bit more revenue to spend on testing and development, you can employ the services of a focus group. Focus groups are great for hearing groups of people engage with each other about their desires, needs, purchasing habits and histories. If you have a skilled moderator, you can gather a huge amount of useful information. Remember, although focus groups can be governed by a few dominating personalities, you can nevertheless assess whether or not group consensus ends in your favor. As you well know, customers can be dominated by groupthink. If your focus groups are being dominated by vocal proponents of your product, then that could mean your product and/or marketing could be doing something right. ## Packaging Packaging design consumer groups are a branch of product market research, since the packaging acts as a value-added extension of the product itself. If your consumer research group loves the product but isn’t thrilled about the packaging, that’s essentially the same as being lukewarm about the product itself. Don’t let yourself become too attached with the innovativeness or the beauty of the packaging you’ve selected; swallow your pride and give the customers what they want. It might be slightly depressing, but in the end, as much as you want to carve out your own entirely unique niche within your market, you can only be as unique as your customers allow you to be. Revenue is everything, and it is customers — not necessarily your dedication to your original idea — that will start it rolling in. **Categories:** Design --- ### [Is Paper Bottle Packaging Material the Future?](https://www.smashbrand.com/articles/is-paper-bottle-packaging-material-the-future/) **Published:** March 24, 2014 **Author:** Kevin Smith **Content:** Of all the arguments you can start just for kicks, anything that includes the words “recycling,” “environment,” or “greenhouse gas” is sure to be a doozy. As designers, this is a subject we often encounter, either as a request for eco-friendly designs from clients or within industry discussions over price and sustainability as it impacts the design field. When it comes to beverage packaging design, what’s the earth-friendly answer? What’s that you say in your self-assured smugness? You know the answer? Let’s test that theory. ## Paper or Plastic? People love to use those thin, lightweight plastic grocery bags as the perfect example of why plastic is the worst thing ever invented. EVER. You see them stuck in tree branches, clogging sewer drains and playing the lead role in homemade videos filmed by “misunderstood” teenagers. There’s also the complaint about the pollution aspect of plastic bag production. After all, plastics are petroleum-based, so the process of making them is another contributor to air and water pollution. For everyone who’s second-guessing their plastic bags right now, know that it’s not too late to tell the grocery clerk you want paper instead. Yet, is paper really a more environmentally friendly choice? Paper comes from cutting down trees, and deforestation is another one of those buzzwords environmentalists like to shake their fists at. Plus, paper bags are heavier than plastic bags, so their shipping and distribution likely requires more (or bigger) trucks, which in turn means more emissions and fists are pumped into the atmosphere. And plastic bags are so handy for things like picking up dog poop or lining your bathroom garbage can—thus preventing the need to purchase actual plastic garbage bags. Many of these same arguments apply to product packaging design. Both paper and plastic are recyclable. However, one of the arguments about packaging plastic in particular is that it’s rarely recycled into something else usable. Water bottles and plastic bags are turned into things like carpet fiber, which ends up in a landfill anyway because it can’t be recycled in that incarnation. Paper typically ends up recycled into other paper products like cardboard, which can then be recycled again, or that could be composted. Then there’s the question of biodegradability. Plastic sticks around pretty much forever, while paper is biodegradable. Yet, both substances end up in landfills more often than not, designed to be as anaerobic as possible, so it doesn’t matter if one is more decomposable than the other; neither one gets the chance to die a natural death. How’s that theory holding up, partner? ## Packaging Alternatives What about other materials for containers, like glass? Reusable glass water bottles are one of the new trends on the shelves of many an eco-conscious grocery store or merchant. Unlike plastic or paper, glass is infinitely recyclable: It can take on new forms repeatedly, pretty much forever. However (unlike plastic or paper), glass is super impractical as a packaging material. First, it’s absurdly heavy, which brings up the more-delivery-trucks argument from a minute ago. Secondly, it’s really breakable, so for those of us who are particularly clumsy, or even those who go hiking anywhere other than on top of a giant marshmallow, glass doesn’t seem like the safest choice. One wine manufacturer has rethought wine bottles completely in response to these arguments. The Truett-Hurst winery from California introduced fully recyclable wine bottles with a molded-pulp paper-based outer shell and lined with a recyclable inner plastic film. The PaperBoy bottle comes with instructions for disassembling the container after use to recycle both portions. Its lighter weight means fewer trucks can carry larger loads, and it’s obviously way more conducive to tossing into a backpack for an impromptu picnic. Yet, despite the innovation of the PaperBoy, its product base of paper and plastic land us right back where we started. ## The Future of Packaging The truth is, the most innovative environmentally-conscious packaging ploys aren’t looking just at new materials; they’re looking at ways to use less packaging overall. Or, alternatively, they’re making packaging that’s actually designed to be sturdier and longer-lasting so that it can be repurposed for other uses, and kept out of landfills for longer. Even major grocery store chains that aren’t focused on organic absolutely everything now offer cloth bags for just a dollar or two–bags that can be used for years and years of grocery trips. As more states, counties and cities place taxes on plastic grocery bags, as fewer stores carry paper alternatives, and as retail giants like Amazon continue to offer a “hassle-free” eco-friendly packaging that’s as minimal as possible, the real trend is one you may not realize exists: designing packaging to be not just minimal, but moving toward absent. Now that will be a real design challenge. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development company](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Case Study: Yahoo's New Logo - Not So Awesome.](https://www.smashbrand.com/articles/yahoo-new-logo-design-not-awesome/) **Published:** September 27, 2013 **Author:** Kevin Smith **Content:** Yahoo! spent the month of August having fun with logos; it switched up its purple, exclamation pointed badge every day between August 5th and September 4th, and unveiled its newest logo incarnation… \[Drum roll\] A purple, exclamation-pointed badge that looks like a Microsoft Word font. Really? The previous Yahoo logo was fun, distinct, and evocative of the kind of whimsical personality for which the brand is famous. The new logo has eliminated nearly all whimsy and replaced it with a cool and (except for the exclamation point and the purpleness) ambiguous crest. Apparently, the purpose of the logo change was to stick it to Google. Still, any fight with Google is cartoonishly absurd – like when Foghorn Leghorn holds a little rooster at arm’s length while the foe desperately tries to swing at him. We’re not the first design firm to take issue with the logo – it’s hard to ignore the unveiling of a new design that turns out to be a huge bore – but it does allow us to discuss [the appropriate times a brand should consider a logo redo](https://www.smashbrand.com/articles/5-signs-you-need-to-fire-your-logo-designer/). ## When Your Logo Is Offensively Ugly We all have to start somewhere; maybe you got your nephew – who personalized his skateboard so effectively – to design your logo in the early days and now your brand has outgrown it slightly. Whatever the reason, your logo looks like [this](http://cdn.cnwimg.com/wp-content/uploads/2013/06/apple-logo.png), and now you must take immediate action. Since you clearly failed to employ an expert design firm in the beginning stages, now is the time to correct that initial error. You’ll want some professional guidance steering you in a healthy and productive direction. C’mon, you have your sales projections and vendors to deal with – sit back, relax and let someone else cope with *effectively capturing your brand message through bold visual expression.* A new logo should represent a new era in your brand culture, not just the fact that you were bored with the old design. ## When Your Brand Is Evolving So, you’ve decided to market your products to an entirely new demographic, and/or you’ve come up with a new line of cleansing creams for Chihuahuas. You’ve entered a new era, which should immediately be apparent to the consumer. However brilliant or misguided your decision may be, you will still want your logo to reflect your new brand character. ## When Your Brand Is in Need of a Resurrection If your brand is stagnant and has been for a while, then a logo freshening might be in order – along with a freshening of perhaps everything else with regard to your brand. This occasionally happens with an old and respected brand that everyone has forgotten needs an injection of life into its inanimate veins. Everyone knew Old Spice – we just didn’t really buy it anymore. Then came 2010, when the brand began an aggressive and youth-oriented remarketing campaign. Who wouldn’t want to be the handsome, witty and alps-scaling Old Spice Guy? ## When Your Brand Is in Need of Damage Control Previous management can sometimes run a business’ reputation directly into the ground. When this happens, it’s important that the brand distances itself from all of the past dubious decisions and wipe the slate clean, so to speak. Logo association is a powerful thing; in order to salvage some measure of respect from a tainted brand, you have to give the new regime a definite personality and aesthetic. The logo is the introduction to the brand itself – the face of the product – and modifying it is an effective tool in recreating an identity when necessary. So, what have we learned today? We learned not to[ really pay attention to any supposedly earth-shattering announcements from Yahoo](https://www.smashbrand.com/articles/why-you-google-and-dont-yahoo/), since they will invariably involve the unveiling of something intensely boring. We learned that a logo change should have a specific goal behind it. We learned that a new logo is rather like a makeover that alters the brand’s aesthetic and soul. Most importantly, we learned that even a semi-ancient brand like Old Spice can re-achieve relevance with a brand-spanking new badge and a muscled football player trapped in a snow globe. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development firm](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Let the Creative Juices Flow, but Don’t Drown in Them.](https://www.smashbrand.com/articles/let-the-creative-juices-flow-but-dont-drown-in-them/) **Published:** February 26, 2014 **Author:** Kevin Smith **Content:** We love a bizarrely fabricated beverage bottle, almost as much as we adore trying to cram arbitrarily assembled keywords into our articles for the purposes of search engine relevance. “Beverages design” (why plural?) has the potential to be fantastically creative; after all, we have centuries of wine bottle and decanter designs to draw from. Why not go wild with the ideas? C’mon, we dare you. Well, since the results largely have to fit into center console cup holders (not wine bottles, obviously, [except in Europe](https://www.huffpost.com/entry/europe-alcohol-consumption-who-report_n_1383404)), not every single beverage container design will soar, but designers do have a great deal of conceptual leeway, which we highly encourage. The point is to push boundaries to be noticed, while avoiding the age-old pitfalls: do too much, and nobody will “get” it; do too little, and nobody will notice you from within the crowd of competitors. There’s a delicate balance between the two, and knowing how far you can push the envelope is key to breaking through in almost any industry. But, pictures are worth a thousand words. Here are some examples of beverage designs that take things to the next level, without going overboard. ## Single Serve Wine Glasses Talk about a market hit! In the past three or so years, several wineries have been exploring the single serve wine glass concept, since many consumers consider carrying a full wine bottle with glasses on picnics to be quite cumbersome. Also, since it isn’t something that comes on-tap, sports stadiums typically don’t sell wine (except in skyboxes, where it’s also possible to buy raw seafood platters and massages administered by Jean-Claude Van Damme or Heidi Klum). The single serve wine glass might be a bit on the wasteful side in terms of pure material consumption, but most disposable wine vessels are recyclable. Also, if you’re concerned about hygiene, Zipz, a single-serve wine manufacturer, uses a specialized wrapper that keeps the glass sterile and prevents wine oxidation. ## Energy Drinks and Beverages Design of these suckers can seem deceivingly easy — you just take an undersized aluminum can, slap on something that looks like it belongs in the X Games, and cover it with energetic, neon colors. That should help you fit in with, the rest of your competition, and get lost on the store shelves also. You can’t just follow the crowd, you have to lead it by seeing where the trends are and figuring out [where branding and design is going](https://www.smashbrand.com/articles/packaging-design-for-the-crowded-energy-product-category/). ## Fictional Energy Drink Bottling Alright, our admiration isn’t limited to packaging for real, actual beverages. Design ideas, regardless of whether or not they have made it to store shelves, can influence the industry, and we want to see someone run with this weird concept. This conceptual beverage design looks like a motor oil container, which is probably meant to convey the idea that your about to have a high-octane experience. Of course, it does fail the cup holder test, but a bit of re-engineering can fix that. The fact that the alcohol content for the imagined “energy drink” is 8 percent is a bit disconcerting though. Of course, drunks can be highly energized right up until the point when they pass out. ## Potent Potables Since liquor is both a luxury and prestige product, it’s important that its packaging has elements of fine artistry if the brand is to be taken seriously. Even the most whimsical designs, when done well, look as though they could easily appear in a MOMA installation. Check out [1000 Acres Vodka bottling](http://www.dailyicon.net/magazine/wp-content/uploads/2009/04/acres02dailyicon.jpg). This isn’t some wretched, charcoal-filtered stuff; this is what Superman serves in his Fortress of Solitude. ## Elite Water Alright, [ this is the water Superman serves in his Fortress of Solitude](http://2.bp.blogspot.com/-EXg10uvt8Kk/UJgXLZ05wWI/AAAAAAACpd8/JykhDJMSnV4/s1600/baccarat+evian+by_Jean_Paul_Gaultier+IIHIH.jpg). Jean-Paul Gaultier? Oh, come on! This Evian bottle design actually makes water seem more watery than it is. It’s crisp, beautiful, crystalline and bold while being simultaneously delicate. Of course, it was done in cooperation with the French crystal icon Baccarat, so it darned well better be glorious. Even when the luxury-to-the-extreme element is removed, the ready-to-wear version isn’t[ half bad](http://4.bp.blogspot.com/_zqFoq3qej2c/SY9EA2ID9wI/AAAAAAAAk1Q/vK-IFuhdMwM/s640/20090205-jeanpaulgaultier.jpg). Beverage bottle design is one of the packaging concepts that gives designers the ability to flex their muscles from a creative point of view. They’re fun; they’re functional; they can be elegant or hilarious and when well designed they can actually heighten the beverage drinking experience. Just look at the elite water bottles. For heaven’s sake, they almost make you forget that they only contain friggin’ water. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Case Study: Dissecting the Best Website on the Planet.](https://www.smashbrand.com/articles/dissecting-the-best-website-on-the-planet/) **Published:** September 23, 2013 **Author:** Kevin Smith **Content:** While there are many websites we find admirable and even praiseworthy, one site exceeds all reasonable and even exalted expectations of what a website should achieve. This particular site combines design greatness and superior functionality with exceptional content. The layout superb; the color scheme dazzling, the font expertly chosen. We speak, naturally, of SmashBrand.com. Yes, we have a great deal of affection for our website. We pride ourselves in being a bold, youthful and energetic company, and we hope that comes across in our site. As Web designers, we have a keen eye for the aesthetic qualities of well-designed and poorly-designed websites. Allow us to explore the many qualities a good website should contain and the many ways a website can crash and burn. Take our hand; we won’t let you fall. ## Website Strength A good website should have a strong message and identity. That message should appear on the homepage – ideally without any superfluous, all-encompassing Flash presentations that viewers will have to skip to get to the information they want. The style of the website should be clear enough to let the viewer know exactly what your company does, what it stands for, its philosophy and its personality. While a great deal of this information should be accessible in the content sections, a viewer should be able to get a good idea of your website’s message by the design and color scheme alone. For example, the SmashBrand website uses bold, solid colors that both complement each other while providing enough contrast to really make the information stand out. Moreover, while being vibrant and youthful, the color scheme still conveys confidence and stability. That stability is further enhanced by the fonts — simple, elegant and modern. We also use great videos to tell our complex company story, letting our site visitors know that we are serious designers with serious skills. Mad, passionate skills, baby. ## Website Navigability Regardless of how pretty your website is, if viewers can’t find what they are looking for, they’ll click off en masse, cursing you the entire time. An article in the New York Times described an author’s experience using the Centre Georges Pompidou website to find the dates of new exhibitions, which she failed to do even after scrutinizing every *page*. You’d think that one of the world’s most illustrious and highly renowned museums could scrape together a comprehensible website; but no. This was an example of how a website can be so overwhelmed by sophistication that if utterly fails to deliver even the most basic information. Even though we don’t want to discourage layout creativity, [there are still some rules](https://www.smashbrand.com/articles/dont-navigate-yourself-out-of-a-customer/) to which you’ll have to adhere in order for your viewers to relate to your page and find the content they want. People stopped exploring the world wide interweb with childlike wonder in 1996. We’re fairly familiar with how the system operates, and when we visit websites, we don’t especially want to linger, unless there are hilarious GIFs of twerking cats. A well-organized website trumps a beautiful but confusing website any day. Keep the viewer in mind and the logical flow of information retrieval. Don’t make your viewers click on dozens of buttons; don’t force them to do overwhelming scrolling, and whatever you do, don’t fancy-pants yourself away from simple coherence. ## Website Content Insightful, intelligent, useful and entertaining content will help your website achieve repeated visits, raised search engine rankings and, eventually, world peace. Just keep telling yourself that. Do your best to write things people want to read; don’t just use a blog section to stuff keyword mutations into grammatically confused paragraphs. No one wants to waste their time reading “Dr. Meyer Remnick’s Oklahoma City Bariatric Weight Loss Center provides Oklahoma City residents with Dr. Meyer Remnick’s weight loss solutions in Oklahoma City.” Roughly 99 percent of all blogs are like this. What many companies fail to understand is, useless blogs don’t enhance prestige. A company blog directly reflects a business’ personnel, culture, personality and expertise; don’t sacrifice your reputation for a series of nakedly SEO-groping blog posts. So, what have we learned today? We learned that substance beats style, but style is one of the best introductions – catch the viewer’s eye with aesthetic excellence, and then keep it there with dazzlingly fascinating content. We learned that even the Centre Pompidou can make stupid design decisions. We learned that sacrificing your integrity for search engine rankings will always be bad. Most critically, we learned that a life spent watching dancing cat GIFs is a life well spent; we don’t care *what* Dr. Phil tells you. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [8 Reasons Clients Won’t Hire You Again.](https://www.smashbrand.com/articles/8-reasons-clients-wont-hire-you-again/) **Published:** February 28, 2013 **Author:** Kevin Smith **Content:** Your designs are rock solid; your websites superb. Your packaging strategies unparalleled and your mother thinks you’re handsome. So, why haven’t your clients been calling? You may not be aware of this, but \*shifts awkwardly\* you are not well liked. There. It had to be said. Why, you ask? What difference should it make if people like me? I’m not in this business to be liked; I’m not here to make friends. I’m here to give the world my genius, dammit! We know, we know. But, you still have to live in the real world, son. Let us help you. It’s for your own good. ## **1. You’re inflexible.** Look, we know you’re a genius whose designs and concepts are without flaw, but slamming down your portfolio and putting your hands behind your head only works for designers who have a decades-long track record of success. Even then, eventually clients get tired of the attitude. Customer service skills are critical. Clients have to believe that their ideas have merit and want to work with designers who respect their brand and expertise. If you behave like you are the messiah of graphic design, your clients won’t feel comfortable working with you. ## **2. You slam others behind their backs.** Ridiculing the work of others only makes you seem petty and arrogant, making clients uncomfortable. If you truly despise your competitor’s work, keep it to yourself. Leave the trash talking for professional athletes and reality show confessionals. ## **3. You’re unreliable.** If you don’t respond to emails, voice mail messages and if you are consistently late delivering specs and assignments, your reputation for being a flake will get around mighty quickly. Likewise, if you forget about project details and meetings and then come up with excuses each time, your clients will catch on quick. “This is his third dog that’s died this month, how many could he possibly have?” ## **4. You’re unprofessional.** We all want to work in a relaxed environment, but communicating with clients as though they are your BFFs is flat-out immature. Save the text message cuteness for when you’re chatting with your GF. ## **5. You nickel-and-dime clients.** No one wants to work for free, but taking on $10 charges here and there for little extras in addition to the agreed upon rate just seems paltry and resentful. Now, if your client’s addendums add up to several hundred dollars in time and equipment, you should have a sit-down. You have to clarify that you are not someone to be taken advantage of, but you have to do it in the nicest way possible. Then again, if your clients are trying to take advantage of you, you might have a different problem altogether and should instead focus on getting better clients. ## **6. You promise your clients the moon, and only deliver rocks.** When you’re in the client-wooing stage, it’s really easy to instantly declare that you’re capable of producing the webpage/package/logo of their dreams without considering the true time and cost involved. Once you have the contract and discover that everything that is expected is completely unrealistic, the client isn’t going to want to hear it; you promised, and now you look like a fraud. Be clear about your capabilities and enthusiasm, but don’t over-commit. Trust that your client is reasonable and will be flexible with regard to project size, money, timetables, etc. Good work costs money, and a client should understand upfront that [quality doesn’t come cheap.](https://www.smashbrand.com/articles/why-good-packaging-design-is-not-cheap/) ## **7. You’re slacking off.** If you have a project you’re unenthusiastic about, don’t let it show in your work. Even if the association with the client doesn’t give you any prestige or significant revenue now, you never know if that little marginal start-up will eventually become an industry leader. Also, dissatisfied clients like to talk; you never know who he may be talking to. ## **8. You’re unpleasant.** Interpersonal skills are as important as talent. If you are arrogant and snarky, no matter how brilliant your designs are, clients won’t think it’s worth it. Whew! We’re sorry to have to be the ones to tell you all of this, but no one said this career would be easy. Everyone needs a little reality check once in a while, and believe us, we only want you to succeed. Even if you never do return our calls. Your designs are rock solid; your websites superb. Your packaging strategies unparalleled and your mother thinks you’re handsome. So, why haven’t your clients been calling? You may not be aware of this, but \*shifts awkwardly\* you are not well liked. There. It had to be said. Why, you ask? What difference should it make if people like me? I’m not in this business to be liked; I’m not here to make friends. I’m here to give the world my genius, dammit! We know, we know. But, you still have to live in the real world, son. Let us help you. It’s for your own good. ## Data-Driven Brand Development Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Naval Elements in Your Label Design](https://www.smashbrand.com/articles/naval-elements-in-your-label-design/) **Published:** June 26, 2014 **Author:** Kevin Smith **Content:** We can’t say for sure exactly why, but maritime culture is very comforting. We enjoy nothing more than a fun evening singing rounds of “Barnacle Bill the Sailor” while engaging in an anchor lifting competition with burly longshoremen. It’s how we relax. Naval design elements offer a healthy dose of understated elegance – when well composed it can be comfortable and casual and at the same time highly sophisticated. It’s the kind of wealth and sophistication that manages to be both inviting and exclusive, which is what practically every brand wants to achieve. Here are only a few reasons why naval designs could give your product logo a much needed touch of class. ## Maritime design screams style. As we’ve stated, naval elements, when properly integrated, add a huge amount of elegance to a logo design. Yachts, beaches, barnacles and salt-encrusted piers are inherently romantic – at least to those of us who don’t suffer from watercraft vertigo. The hopelessly landlocked can only dream of living near a beach community, and products with a sea-faring aesthetic can remind us of a lifestyle that only the extremely privileged can afford. Furthermore, naval design elements can be evocative while [remaining refreshingly simple](https://www.smashbrand.com/articles/minimalism-logo-design/). ## Everyone loves the ocean For thousands of years, the ocean has inspired some of our greatest and most enduring works of art and literature, from the works of Homer to the profundity of Leonardo DiCaprio screaming “Rose!” 10,000 times in Titanic. The sea represents freedom, youth and travel – everything that has massive consumer appeal. When it comes to drink design, the inherent refreshing quality of the sea can inspire thoughts of sitting on a beach, sipping cocktails and enjoying a lovely day of soaking up the sun and watching passersby. Or, an artfully designed beverage containers can remind us of being stranded on an inhospitable island, suffering from perishing thirst while desperately waiting for a rescue team. Either way, a drink wouldn’t be half bad. ## Piracy is just so hot right now The circumstances surrounding [the movie “Captain Phillips”](https://nypost.com/2013/10/13/crew-members-deny-captain-phillips-heroism/) notwithstanding, there has always been a fair amount of dash surrounding pirates. Living off the grid; taking the law into our own hands; enjoying the bounty of the sea; pillaging and plundering with reckless abandon and spontaneously bursting into Gilbert and Sullivan operettas has more than its share of charm. But maybe we’re simplifying the culture ever so slightly. Just look at Captain Morgan ad campaigns; Pirates of the Caribbean; sexy pirate Halloween costumes. Never mind that real pirates were toothless, limbless, homicidal criminals plagued with scurvy and crawling with lice – Captain Jack Sparrow is just so freakin’ cute! ## Oceanic motifs are clean and cheerful When you think of costal design, what automatically comes to mind? Billowing and gauzy white curtains, bay windows, sea shells, women in tasteful sarongs and Brooke Shields and Christopher Atkins frolicking nakedly along the shoreline and living in an implausibly well engineered tree house. What’s not to love? The color scheme for marine inspired design can be very bright and breezy, easy on the eye and genderless. While rum brands often embrace the pirate aesthetic – dark colors, rugged textures, classic Deco fonts and parrots – maritime designs can easily be very clear and buoyant. Any drink design concept can be made to suit the widest variety of tastes is definitely a concept that should be investigated if not totally embraced. So, what have we learned today? We learned that the ocean symbolizes freedom, beauty and a gritty underclass of seafaring criminals. We learned that the bright and fresh colors of the beach are both sophisticated and casual. We learned that Johnny Depp can still look great even when he hasn’t appeared to have bathed in several decades. Most importantly, we learned that no matter whether you are designing a logo for a beverage, a grooming product or a food, naval design elements can breathe fresh, briny air into a stale design. **Categories:** Design, More --- ### [Packaging Redesign: Don't Let Snobbery Prevent Change.](https://www.smashbrand.com/articles/dont-let-snobbery-prevent-change/) **Published:** October 7, 2013 **Author:** Kevin Smith **Content:** There is no one guiltier of snobbery than wine aficionados – with their fancy-schmancy cellars and their “Idiot’s Guides” and their insistence that wine not be packaged in pop-top cans. Sheesh, it’s just a drink, guys; calm down. It is just this type of snobbery that has caused wine enthusiasts to shudder at the thought of a wine cork that doesn’t need a cork screw; we’re not even talking about the dreaded screw top that was so incredibly controversial it inspired the combined brain power of the [UC Davis Viticulture and Enology department to author an extensive study on the subject](https://www.ucdavis.edu/news). Regardless of the results, there is very little doubt that wine lunatics will only relinquish their corkscrews when they are pried from their cold, dead hands. This intensely stubborn resistance to change led to the screw cork, a compromise that combines some of the ease of a screw top with the aesthetic value of a traditional cork. The fact that it is generally believed that proper metal screw tops actually do a better job of preventing oxidation than standard corks is irrelevant; wine fanciers simply won’t drink a bottle of wine that bares even the faintest resemblance to Mountain Dew Code Red. Even though traditional wine corks will probably continue to be insisted upon well into our future — mostly because people tend to cling to the idea of prestige like a starving wolf cling to a lamb chop – we must remain clear-headed about our products and how they relate to the ever-changing times. Your adorable product packaging might have been great for the past 50 or so years, but don’t you think you might be closing yourself off from a demographic increasingly demanding convenience and charm? We might be nostalgic for the beautifully constructed vitrolas of the early 20th century, but no one will jettison their iPod for one. ## Take a Look Around You What are the packaging trends surrounding your product? Are your competitors uniformly switching to another strategy and leaving you in the dust? How are our constantly evolving lives changing the way we interact with products? Can a person consume your sports drink while comfortably using an iPad? These are questions you must ask yourself when determining whether or not your packaging concept is still relevant. A few decades ago, all ketchup was packaged in glass bottles. They were aesthetically pleasing, but ketchup is, essentially, a kind of a low-brow product you wouldn’t find in your hoity-toity restaurants. However, it still took quite a long time to transition to the more convenient squeeze bottle. Of course, squeeze bottles are ugly; it’s a plain and simple fact. However, ketchup manufacturers eventually had to yield to the unsightly designs to keep up with customer demand – we were sick of pounding the bottom of ketchup bottles for 10 minutes to get the faintest dribble of sweet tomato-y nectar. Ultimately, no one’s impression of ketchup was altered even slightly by replacing [glass for plastic](https://www.smashbrand.com/articles/product-packaging-glass-vs-plastic/). ## Keep What Makes You, You We tend to cling to what is familiar and comfortable, even when that familiarity and comfort lead to financial ruin. Suppose your customer base is abandoning you in favor of another more effectively packaged product than your own. In that case, you must sacrifice your old-timey package in favor of something that speaks to the public. However, your product, company culture, brand message and superior customer care will remain the same. You will still be loved. The world will still turn on its axis. Unless your package design has always set you apart from your competition or your customers used your package for livestock feed in times of famine, it probably wasn’t the package that inspired your customers’ love and devotion. A good package designer will be able to update and modify your original package design while retaining the integrity of your brand since that is what the customer trusts and remembers. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development company](https://www.smashbrand.com/development/) for FMCG and CPG brands. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Label Guide: Don't Lose Your Business to a Peanut.](https://www.smashbrand.com/articles/dont-lose-your-business-to-a-peanut/) **Published:** September 19, 2013 **Author:** Kevin Smith **Content:** Even though we might have ridiculed food labels that disclose the terrifying reality that their product may or may not have been manufactured with, near or in the same hemisphere as a peanut, this information is very important to the unfortunate segment of the population whose personal well-being is wholly dependent upon their proximity to the vicious legume. Nut allergy reactions are very unpleasant to both those who suffer from them and those who are next to them while they are suffering from them, so if your product contains anything that could reasonably even be mistaken for a peanut product, we suggest you print the skull and crossbones warning and put an attorney on retainer. The same basic warning label ethos goes for any type of tree nut, wheat, milk, eggs, soy, fish and shellfish, and if your food or cosmetic product contains any of these secret ingredients, you must disclose this fact or suffer dire consequences. This isn’t a matter of simple charity; food product manufacturers are legally required to display a label disclosing the presence of any of the eight major food allergens if the product isn’t in fresh, unadulterated form. So, if you grow and distribute whole peanuts, for example, you won’t be forced to take up valuable space with: *Warning to those suffering from peanut allergies: there is nothing in this package that won’t kill you.* ## Warning Labels Warning labels are pretty much relegated to the safe use of the product; if your product is a chef’s knife, your warning label may have to reveal the possibility that sharp things can cut you. If you manufacture individually wrapped hard candies, you may have to warn against giving them to little children who might choke. If you manufacture cleaning solvents packaged like fruit drinks, you may have to liquidate your remaining assets and close up shop right now. It is up to the manufacturer to determine what features the consumer should be warned against and how. Nevertheless, while the warning should be clear and readable, it should be unobtrusive. Most importantly, [it shouldn’t be so bold and frightening](https://www.smashbrand.com/articles/10-product-labeling-tips-you-wont-believe/) to suggest that the product might harm you without even being removed from the package. ## Product Benefit Claims No, we don’t mean the process by which a dead product’s relatives collect on a life insurance policy; we mean labels that suggest that a product can perform some wonderful feat, or that the ingredients are completely holy and blameless. “All Natural!” “Organic!” “Low Fat!” “Low Sodium!” These are some of the claims that cleverly imply that the product is healthful, without really guaranteeing it. In terms of processed or synthetic ingredients that may be unpopular in today’s whole food, organic, back-to-nature, carbon footprint-awareness culture, you’re pretty much free to reveal or conceal at your own discretion – that is, if your food isn’t meant to be nutritious. However, suppose your product claims to be organic or have some properties that provide health benefits. In that case, the ingredient list should back up your claims – even if the proportion of healthful ingredients is so minuscule among all of the fillers that the consumer would have to eat twice his or her body weight in your product for the nutrients even to register. Shhh… we won’t tell. The best policy is, obviously, full disclosure. It’s one thing if science later finds contradicting evidence to nutritional claims. We all thought trans-fats were better for us! Who knew? However, deliberate misrepresentation is another thing altogether, and even though one might be tempted to posture as a purveyor of organic products without lifting a finger to actually ensure that the ingredients are, in fact, organic, once the ruse is discovered, disaster ensues. Consumers are quite savvy; they aren’t just reading food ingredient labels, they’re beginning to read cosmetic ingredients and cleaning ingredients, as well. Be forewarned. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development firm](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Brand Strategy: We're Not Done with Paper Label Designs.](https://www.smashbrand.com/articles/were-not-done-with-paper-label-designs/) **Published:** February 24, 2014 **Author:** Kevin Smith **Content:** Will society *ever* truly be done with paper label designs? Paper is more than just an antiquated material we cling to because we’re emotionally unprepared for the encroachment of the 21st century. It’s also food for termites. The problem is, how do we use paper labels and still be relevant? Don’t worry – even though there is nothing inherently “wave of the futurey” about paper, paper processes are nonetheless evolving. When determining the paper label design for your product, keep the following practices in mind. That whole thing about paper (and thus paper label design) being just as relevant as it ever was. As we begin part II of the [thrilling paper label saga](https://www.smashbrand.com/articles/fun-with-paper/), we’d like to point out that paper, while not as exciting a technological innovation as it was 2000 years ago, is still a perfectly respectable digital-age tool. However, in the world of QR codes, possible home 3D printers, and electronic timer labels, it could be thought that we were moving towards a future of holographs and products that radiate brand information directly to our nerve centers. Well, maybe, but until those become legitimate marketing strategies, most of us will still rely upon good ol’ tangible paper. ## Die-Cutting vs Laser Cutting Like coopering, hay-mongering or dying of various poxes, die-cutting is an old-timey process. It’s been around since the 19th century and was used to cut anything soft enough to yield to a fairly malleable blade (or die). Leather, paper, cardboard, plastic, rubber and sheet metal can all be die cut, and often are. Die-cutting processes are cheap, depending upon how elaborate the shape of the label is meant to be. If your label design is a basic oval, square or rectangular base, die-cutting will be the natural resource. However, die-cutting has significant limitations if you want the foundation of your label to be unique. For instance, you can die-cut snowflake shapes, but the results are often inconsistent. Edge quality can be compromised in extremely detailed applications. Laser cutting is the way to go if you are looking for consistently perfect edge quality. The laser die offers precision detailing of the paper materials — the laser can shear through paper without fraying. Laser-cutting technology has evolved to such an extent that truly elaborately designed paper labels can be produced and reproduced at a totally reasonable rate. Most importantly, you can incorporate sophisticated design elements into the label material. ## Which substrates? Substrates are the treatments that alter the texture and appearance of paper while creating a barrier that allows the ink to adhere properly and in the most aesthetically advantageous way. Substrates are to paper what tanning beds are to Kardashians. The type of paper substrates that will be best for your label will depend upon the type of image your label will feature and the environment in which your product will be stored. If your product is a beverage, the substrate will have to endure significant temperature fluctuations and possible condensation. If your label design incorporates a photograph or a highly detailed graphic element, your substrate must be digital ink appropriate. But what about gloss? Will the shine element make the label difficult to read when sitting on a grocery store shelf? ## Hot Stamping vs. Ink Printing? Although it sounds like a methamphetamine manufacturing process, hot stamping is actually a lithographic procedure. It imparts a design onto a package or label using different foil or dry ink types. Hot stamping produces aesthetically pleasing results if your label is a single color. Also, hot stamping would be the only effective option if you want your label design to have a metallic or 3D finish. If your paper label design is multicolored, you will have to ink print, which can spray multiple colors onto a surface on a single pass. We hope you’ve enjoyed our stroll down the paper label design option lane. We appreciate and even love technological advancements in design strategies, but sometimes an ancient material like paper is more appropriate. Somehow, CGI origami seems cheater-y. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Retro Packaging Design: Why Retro is All the Rage.](https://www.smashbrand.com/articles/why-going-retro-is-all-the-rage/) **Published:** April 29, 2014 **Author:** Kevin Smith **Content:** Have you noticed no clear 2nd decade of the 21st century aesthetic? It seems every other era had a very specific element of fashion that served as a cultural marker, which is totally absent today. Let’s run the gamut of style throughout the 20th century, shall we? - The Edwardian age had Gibson Girl hairdos, country estates and a sincere love of [hats that look like ](http://media-cache-cd0.pinimg.com/236x/41/1c/50/411c50211988985980c0064042cd1bd8.jpg)the Ace of Cakes designed them. - The 1920s had flappers, cigarette holders and F. Scott Fitzgerald retching out of the window of various Model T Ford Touring Cars. - The 30s had pinstripe suits and a [young, fresh Joan Crawford](https://classiccinemaimages.com/). - The 40s had Rosie the Riveter and middle-aged Joan Crawford’s eyebrows. - The 50s had poodle skirts and pre-Vegas Elvis. - The 60s had the Beatles – all any decade needs – and pre-grunge grunge. - The 70s had punk, disco, bell bottoms, Vegas Elvis and, for better or worse, the Ford Pinto. - The 80s had shoulder pads, hair metal bands and all the source material for Adam Sandler’s career. - The 90s had grunge, severely baggy clothing, Seinfeld and Seinfeld rip-offs. Today, we enjoy an unfocused hodgepodge of elements straight from different and instantly identifiable eras, topped off with the ubiquitous dedication to the smartphone. Is it any wonder that graphic designers constantly reference older and (visually) better times? Hello, retro package design. ## What’s Old Is New Again Nothing is *truly* new — even the act of recycling cultural phenomena. Pop art in the 1960s used iconography from older films, comic books and advertisements; the 1970s had “Grease,” “American Graffiti,” “Happy Days,” “Laverne and Shirley” and possibly other films and television shows both directly and indirectly involving Ron Howard. Nothing is inherently superior about retro style from years we remember fondly, except for one self-evident truth — we were younger. Everyone who remembers the 1980s and 1990s wistfully remembers a time when they didn’t have a crushing mortgage, when they had no need for any Viagra-like product and when they could achieve six-pack abs without the help of airbrush tanning. When we see Pepsi Throwback products, for example, we’re reminded of a more innocent time when we were blissfully unaware of things like carbs, high fructose corn syrup and nutrition-tracking apps. This is essentially why retro package design will always have an audience. Even the most garish 1970s design concept will still yield some feelings of warmth. ## Bygone Eras You won’t find too many people intimately familiar with the “Downton Abbey” age; even the descendants of the servants and the lords only have the haze of third-person accounts from previous generations. Nevertheless, we are still entranced by all of the pomp and splendor. Everything was prettier and more ornate. People spoke precisely and with charming accents. There were butlers, for heaven’s sake. Since most of us aren’t comfortable actually walking around in corsets and spats, we have to make due with products that give the impression of being old-timey. Glass bottles, Art Nouveau-themed cosmetics boxes and food containers that evoke the long-gone general store all give the impression of quaintness and even quality. When we see paper and glass packaging with nostalgic typography, we tend to think the product is more natural and filled with folksy goodness. Great design – great art, in fact – is largely sampled from other sources. The fact that our current era is more focused on information and communications technology than on developing a specific look has necessitated borrowing from the past. However, that doesn’t mean that the designs are therefore irrelevant. The fact that a design is retro gives it a meaning it didn’t have when it was originally presented in its birth era. They force us to investigate our relationship to art and aesthetics in a different way; the juxtaposition of older designs and new products is an inherent statement. So, sample away from those Taschen compilation coffee table books. Retro package design is thoroughly legitimate, and we’ll fight anyone who says different. If Andy Warhol were still with us, he’d applaud you. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development firm](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [5 Details that Can Make or Break Your Label Design](https://www.smashbrand.com/articles/5-details-that-can-make-or-break-your-label-design/) **Published:** July 15, 2014 **Author:** Kevin Smith **Content:** When you’re introducing your brand spanking new retail product, the exact design of your label may take a back seat to simply having a label in the first place. Yes, you are going to want the public to know what the name and purpose of your product is, but even the minor, seemingly insignificant details can have a huge impact on the impression your product gives to the public. We know that you’ve nearly been driven mad by the endless meetings, data analysis, testing, memos from packaging design companies and minor spec modifications, but we urge you to abandon your plan of writing the name of the product directly on the package with a sharpie and calling it a day. You’ll thank us! Nevertheless, creative food label design is sometimes inspired by simple things, like [folksy handwriting](http://1.bp.blogspot.com/-dzsj8khzseg/TdbJ2q8bIxI/AAAAAAAAFeM/IbLs_09hjaQ/s1600/ogt-jamie-oliver-packaging.jpg), but there are nevertheless little flaws that can have a significant impact on how your product is perceived by the public. Here are a few details that, if neglected, can harm your label design. ## Size of Typeface You might want to include a huge amount of information on your food label, but if you have to use a microscopically small font in order to squeeze in all of the details you want to display, you’re just shooting yourself in the foot, figuratively speaking. Of course, we don’t mean that every single nugget of information has to be readable from 10 feet away, but the name of the product itself should be identifiable on a store shelf without the customer having to pick it up. Whatever you decide in terms of crucial product information, no single detail is more important than the customer being able to read your label and identify your brand. ## Legibility of Typeface No, it isn’t a crime to want your font or typeface to be distinct and interesting, but not at the expense of simple readability; [energy drinks](http://benhedleysmith.files.wordpress.com/2011/10/relentless.jpg) and [death metal bands](https://www.pinterest.com/pin/463237511643922444/) tend to march into the trap of baroque and illegible designs the most frequently. Yes, the design certainly looks as though it took a lot of effort, but in terms of simple coherence, it is on par with the work of [Jackson Pollock](https://www.jackson-pollock.org/). ## Label Placement In the West, we read from left to right; top to bottom. Neglecting this simple tendency could cause the consumer to pass your product right over. No, we don’t oppose challenging the common perceptions of the consumer by designing something that stands apart from the other items on the shelf, but consumers don’t particularly want to be challenged for the sake of it; they want to know what your product is and why they should buy it in two seconds or less. ## Color Combinations Color choices that are similar to your competitions’; any typeface color that blends into the background and any color combination that induces seizures are color choices to be avoided. ## Dated Designs (swoosh, anyone?) We all love nostalgia — apothecary designs, designs that recall marketing campaigns from the 1970s and “Mad Men” — but nostalgia takes a good thirty or forty years to take hold, and the original design elements have to recall the era specifically. This does not hold true of anything that was popular 15 years ago. There are certain design elements that were universally embraced by design and marketing consultancies in the recent past, and many of these are still stubbornly being used today. If you want your brand to seem futuristic and fast-paced, please, please, *please* rethink the “swoosh” or any other design element that looks as though it is trapped in a wind tunnel. Your company is on the move. We get it. Like most design rules, many of these guidelines can be ignored successfully, but these are nonetheless flaws that we (and we’re sure you) have seen on store shelves and online that have no doubt hurt the manufacturer’s bottom line. **Categories:** Design, More --- ### [Choosing the Right Brand or Product Name.](https://www.smashbrand.com/articles/choosing-the-right-brand-or-product-name/) **Published:** August 25, 2021 **Author:** Michael Keplinger **Content:** Whether you’re starting a brand, sub-brand, or product extension, its name matters. You want something that’s recognizable but is also unique. In some cases, such as Kleenex for tissues or the Magic Eraser for cleaning sponges, you can create a name so iconic that people use it to describe any product within that category—even if it includes competitors. The branding was perfect in these examples as it catapulted a single brand to the top of its field. So, what steps are required to find a name for your brand or product that’s relevant and unique and evokes a positive response from your target audience? You might be surprised to learn that there’s an actual process behind [effective brand naming](https://www.smashbrand.com/articles/the-essential-elements-of-effective-brand-naming/), and every step is intentional. ### Names Only Matter When the Product Works A memorable name that evokes positive feelings is possible only when offering a quality product or service. A catchy name won’t overcome subpar service or poorly crafted products that fall apart or fail to meet company claims. Many brand owners put so much energy into picking a name that they fail to focus on whether their product or service is living up to the hype. Certain brands can achieve “top of mind” status only because the name is attached to something effective. Regarding our initial brand examples, no one would care about Mr. Clean’s Magic Erasers if the product were terrible at cleaning up messes. And who would care about Kleenex if the tissues were rough on our skin and failed as handkerchief replacements for coughs and sneezes? So, while names matter, ensure[ you’ve already fine-tuned your product or service offering](https://foundr.com/articles/marketing/how-to-choose-a-brand-name). Is it meeting a need not met by competitors? Or is it improving upon a pre-existing product offering? ### Names Should Be Distinct Yet Memorable Especially for new brands, you’ll want a name that showcases your unique brand voice and helps differentiate your offering from the competition’s. Keep in mind that you might use this name for your website domain. Names that are too long or hard to pronounce might be difficult for customers to remember. Short is best, but at the same time, it’s okay to pick unfamiliar words that stand out in people’s minds. Consider the streaming service Roku. Roku is a Japanese word that means six. Incidentally, Roku was the sixth company launched by the [founder Anthony Wood](https://www.altaonline.com/dispatches/a5326/alta-qa-anthony-wood-and-the-future-of-streaming/). So, the brand name has a personal meaning that differs from competitors like Netflix or Hulu, yet is still easy for consumers to remember. However, there’s a caveat to picking words from other languages. Always ensure the word is positively received in the language you select. The last thing you want to do is alienate other markets by picking words with negative connotations. **Read More:** [The Complete Guide For Mastering The Naming Process.](https://www.smashbrand.com/articles/naming-process/ "The Complete Guide For Mastering The Naming Process.") ### Names Shouldn’t Pigeon-Hole Your Company Everything evolves, including brands. Maybe your brand focuses on selling brooms, mops, and other cleaning hardware today, but as time goes on, you might realize that expanding into cleaning products is a natural segue that makes sense. A brand name called “Mops for Less” would be limiting if you eventually offer floor-cleaning solutions and window-cleaning sprays. A name that references general cleaning would make more sense and can still apply to cleaning tools and solutions. While none of us can predict the future, avoiding single-use type names that limit your flexibility is best. **Mind the Legal Issues** The last thing you want is to find yourself in a legal battle for a name—especially if you’ve already invested time and energy into branding your business and products with that name. Before settling on it, you should[ ](https://www.forbes.com/sites/forbesagencycouncil/2017/05/19/nine-factors-for-finding-the-right-name-for-your-business/?sh=22a804e56ca7)[perform a trademark search](https://www.forbes.com/sites/forbesagencycouncil/2017/05/19/nine-factors-for-finding-the-right-name-for-your-business/?sh=7cea9f7556ca) to ensure there aren’t any conflicts. Even if a brand owns a name but hasn’t used it yet, avoid using that one. Additionally, once you settle on a name and confirm there aren’t any outstanding claims, perform the necessary due diligence. Submit your trademark request to the United States Patent and Trademark Office to protect your name and investment. ### Consider the Distinctiveness Angle If you pick a name that’s too generic, it will be nearly impossible for your customers to remember in a sea of competitors. Brand recall is important and should be a top consideration when looking at impactful [brand naming options](https://www.smashbrand.com/articles/brand-naming/ "brand naming options"). For example, if you own a frozen pizza brand, “New York Pizza” is a terrible brand name. There are hundreds of thousands of pizza shops across New York, and the mental competition for that keyword will be high. Also, from an online search perspective, you’ll spend a lot of money for SEO campaigns to land on page one when customers Google “New York Pizza.” ### Does It Tie Into Your Brand Story? Tying a brand name into a brand’s overall story might not always be possible, but for businesses that try to create a cohesive image, be sure to come up with product or brand names that support your overall mission, vision, and values. This[ can be a powerful opportunity to market your company further](https://learn.matchstic.com/naming-essentials). ### The Importance of a Name While a good name is no substitute for a quality product or service, a well-crafted name can help build consumer trust and visibility. It can serve to remind your target audience of your product offerings. And more importantly, a relevant and unique name can support your marketing strategies. SmashBrand is a data-first branding [agency that specializes in naming](https://www.smashbrand.com/brand-product-naming/ "agency that specializes in naming"). Through our Path To Performance™ process, we can help you bring your packaging to life, and it can assist you with building out a brand that endures. Contact us for more details about our branding and marketing services. **Categories:** Strategy --- ### [Retail Label Design: The Key for Retail Success](https://www.smashbrand.com/articles/label-design-the-key-for-retail-success/) **Published:** November 5, 2013 **Author:** Kevin Smith **Content:** The key to retail success isn’t a mystery, but it is quite frankly elusive. We’ve touched upon what you can do to make your product label less boring in previous articles, and we’ll go ahead and reinforce some of the more important points. As far as designing a label that will make the product fly off the shelves, we can suggest that you use whatever design knowledge and common sense you have. A magic wand wouldn’t hurt, either. ## Retail Label Design Readability This one seems like a no-brainer, but as we’ve all seen, some product labels simply cannot be read from the average distance between the customer and the shelf (approximately 3.5 feet). This is a great way to kill your chances of success, since no customer is going to pick up each and every product to analyze the contents down to the finest detail. Suppose your product is new and unfamiliar to the public. In that case, you want your label to be noticed among the throng of nearly identical products, and elbow those other products in the ribs in a painful manner, if possible. Now, you have to choose which product elements you want to highlight, since it isn’t possible to make every single line of text on a product label legible at a glance unless you’ve also designed the world’s biggest package. Clearly, the brand and product names deserve significant real estate and the most potent selling points. The hierarchy is: 1. Product name 2. Brand name 3. Product features 4. All of the regulatory stuff; i.e., how to use the product without accidentally killing yourself This hierarchy holds for unknown/less well-known products. Once you have achieved Apple-like recognition, you can get away with only the faintest, most cryptic symbols and watch as your customers gouge out each other’s eyes for the last item on the shelf on Black Friday. ## Retail Label Design Relevance This is something that can technically go under the umbrella of design appeal, but since there exists a cleaning solvent designed to resemble a delicious child’s fruit drink, we thought we’d mention it separately, for emphasis. So, food labels should look like generally accepted food labels. Cleaning product labels should look like cleaning product labels, etc. We can appreciate the effectiveness of a clean and uncluttered label, but there should either be a graphic product identifier, or the use of product-appropriate typography. This not only avoids confusion, it also avoids unfortunate product association. Nothing spells retail death faster than having your hair styling product routinely mistaken for bug spray. ## Retail Label Design Appeal During the Second World War, Europeans were so desperate for fruit that a food product manufacturer could get away with distributing [ jam containers that looked like motor oil cans](https://i.ebayimg.com/t/VINTAGE-EMPRESS-BRAND-PURE-STRAWBERRY-JAM-48-OZ-TIN-PAIL-CAN-/00/s/MTIwMFgxNjAw/$%28KGrHqZ,!hYF!t9vfvMqBQlt%29ictR!~~60_57.JPG). Today, however, the savvy shopper insists upon the minimum allowable percentage of petrochemicals in his/her preserves, so labels must be designed to highlight this fact. To achieve true retail label design appeal, [the label has to talk to its target market](https://www.smashbrand.com/articles/5-tips-for-effective-label-writing/). If it is a hair styling product for women, the label must convey the product’s immense prettification powers. If it is a styling product for men, it must insist that the product is intensely masculine by using the term “grooming” in a prominent fashion. (Notice how “grooming” is almost never used for products targeted towards women. “Hi honey, you look great! You’ve done some excellent grooming!”) ## Retail Label Design Individuality You want your product label to muscle all its competitors right off the shelf with its uniqueness. Because your product is very likely not unique (even though we’re sure it is excellent), you want your company culture and brand to dictate the sort of customer you want to attract. This customer is, probably, exactly like you. Think about your home and your interests. What type of label structure and graphics would fit into your lifestyle effortlessly? Are you a leather-bound book type, an iPad type or someone for whom reading wastes time? (Instagram type.) Whatever people you and your customers are, your label design must be specific enough to draw them to your product, even if the only reason is that it would look great on their shelf. Ultimately, the best label designs not only succeed in selling the product from a retail outlet, but also on eBay long after the product has become irrelevant or been discontinued. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Critical Pieces Your Packaging Needs to Win the Shelf](https://www.smashbrand.com/articles/critical-pieces-your-packaging-needs-to-win-the-shelf/) **Published:** June 1, 2017 **Author:** Kevin Smith **Content:** *Like tightrope walkers, successful marketers continuously strive to find a balance between visibility and a visceral consumer connection.* Brands that can’t stand out on the shelf often drown in a sea of multi-colored product packaging. Today’s store displays are glitter-sprinkled with more outrageous packaging design aesthetics than ever before–each box and bag vying for customer attention like birds of paradise in a consumer jungle–and smart marketers find ways to overcome overwhelming choice. Here are three critical concepts to keep in mind for your product packaging to help you win on the shelf: ###### 1. Visibility For both recognizable, established brands and new up-and-comers in any industry, product visibility is crucial. Whether as the brand favorite or an acceptable alternative, your packaging needs to be seen to be considered. This is no secret, but there’s no one-size-fits-all solution to increasing visibility. That said, marketers continue to experiment with3 Critical Pieces Your Packaging Needs to Win on the Shelf elements that have proven successful in the past. **Unmistakable color combinations, easily recognizable graphics, and uniquely shaped packaging are ways in which brands have set themselves apart from the competition.** \*The five-year-old test: [Forbes offers sound marketing advice](https://www.forbes.com/sites/onmarketing/2014/07/23/the-five-things-product-packaging-must-do/?sh=4c8edfe73ac4) when suggesting product packaging must pass the five-year-old test. Can you send a five-year-old to the store with only packaging details and have them successfully retrieve a product? Why or why not? ###### 2. Presence Brand recognition and merchandise presence are two different aspects contributing to successful product advertising. It’s one thing to draw in consumers with unavoidable colors, but how does a customer make their choice when confronting a kaleidoscope of similar packaging? **As informed marketers, it’s your job to ensure shop-ability when everything on the shelf is trying so hard to be unique.** Stand-out product packaging: – Looks for unclaimed visual territory – Provides product versioning and variation – Cultivates a consistent brand aesthetic – Creates iconic assets (graphic design elements, typography) **\*Bonus Tip:** Be honest. Modern consumers are marketing savvy, and branding your packaging with little white lies or big, blatant untruths is a quick road to bad publicity. ###### 3. Resonance To establish an emotional connection, however brief or long-lasting, should be at the top of every marketer’s priority list. You’ve pulled customers to the shelf with your eye-catching design, they’ve got your product in-hand because it’s not like the others, and the reason they’ll make the purchase is because your brand packaging speaks to them on a personal level. Call it audience targeting or [packaging with purpose](https://www.smashbrand.com/articles/4-ways-packaging-can-make-your-consumers-happy/), but the ways in which you connect on a visceral personal level with a consumer can form life-long bonds between customer and company. And therein lies the rub. Every consumer is different, with unique tastes and shopping tendencies, which is why no golden rule can be applied to reel in each and every last one. That’s why many brands often venture into product versioning. Fat-free, sugar-free, gluten-free, and all the in-betweens are marketing attempts to connect with a very specific type of consumer. #### Great Product Packaging is Balanced Unfortunately, neon colors, a “gluten-free” sticker, and an emotional story etched right on the package won’t guarantee product sales. Like tightrope walkers, successful marketers strive to find balance between visibility and a visceral emotional connection. It’s up to you to determine where and how to focus your marketing efforts without taking a dive. **Categories:** Design --- ### [The Seduction of the Package – Say What They Want to Hear](https://www.smashbrand.com/articles/the-seduction-of-the-package-say-what-they-want-to-hear/) **Published:** January 5, 2015 **Author:** Kevin Smith **Content:** What could be more appealing than a gluten-free, macrobiotic, low-calorie, South Beach diet-approved frozen dinner? Isn’t your mouth watering? What do you mean, you already ate? It goes without saying, there are certain consumer marketing terms that customers find tempting, and just as many that will drive them away. If you were to come across two prepackaged meals, identical in nearly every way, what terms would cause you to choose one over the other? Artisan? Organic? Healthy? Easy? Delicious? Rachel Ray? Failing the ability to legally print Rachel Ray’s name and image on your food package, it’s important that you understand what your particular market demands in terms of prepackaged food characteristics. Granted, there’s no shortage of buzzwords currently in circulation. Nevertheless, which words speak directly to your consumers? And what qualities distinguish your product from the competition? Most importantly, how open is Rachel Ray to using her name without her permission? Here are a few things to think about when selecting your product descriptions for your food packages. There are merits to all of the various popular terms, but are they right for your market? ## Healthy/Organic/Gluten-free — The Fashionable/Health-Conscious Consumer Although the merits of a gluten-free diet for the 98.9 percent of the population that doesn’t suffer from Celiac disease are [hotly debated](https://time.com/3582103/gluten-free-my-fitness-pal/), gluten-free labels can serve as valuable marketing tools, if used correctly. If your product simply doesn’t have gluten in it, and wouldn’t have it even in the most gluten-tolerant of circumstances, the absence of this hot-button protein might be worth noting on the package. However, be careful about how your customers can construe such notifications, since studies have shown that certain customers can be put off by such declarations if they suspect that [flavor or quality might have been compromised](https://www.greenbiz.com/article/want-sell-green-product-dont-call-it-green). Ultimately, the vast majority of consumers are more concerned with the taste and convenience of prepackaged foods than they are with the presence or absence of popular ingredients. However, it is possible to use organic/health marketing to sway borderline customers one way or another. If your product has always been healthy, organic, and gluten-free, instead of blankly declaring these characteristics on the package, make sure your consumers know that your product has always had these qualities, and that you haven’t changed the ingredients in any way for spurious marketing purposes. ## Artisan/Gourmet — The Foodie/Upmarket Consumer The best thing about artisanship when it comes to marketing is that it is so evocative. It not only implies that the product is of high quality, it leaves the distinct impression of being better tasting and better for you — even if it isn’t definitively stated. Gourmet… artisan. Ooh, la la! These terms are just as market-specific as health-related phrases, but unlike “organic” and “gluten-free,” manufacturers aren’t obliged to produce scientific evidence of their products’ artisanship, and yet can charge exorbitant prices. Where’s the downside? The downside might be in the consumer perception that they’re paying through the nose for what is essentially a processed food. Honestly, does anyone really think that Tostito’s Artisan Recipes Chips are lovingly handmade by skilled craftsmen and women? Although “gourmet” and “artisan” are very appealing, and certainly add value, it is important to be careful not to alienate your core consumers by giving the impression that the products are beyond their scope. ## Easy/Quick/Convenient – The Busy Consumer For harried parents, people with demanding jobs, or people with absolutely no culinary skill, ease and convenience are critical components in their meal plans. In fact, the vast majority of consumers who are in the market for prepackaged foods are likely going to be busy working people who need to cut corners in terms of time — but not quality. Heavens… that sounds like marketing copy, doesn’t it? When it comes to prepackaged convenience foods, it seems that ease of use trumps nearly all other qualities — although not by much. According to numerous international consumer studies, although price is clearly tremendously important, shoppers are increasingly influenced by convenience. However, \[insert ominous music here\] millennials might be a different story. Yes, fashion-conscious millennials don’t want to be seen purchasing anything [for the sake of convenience](https://www.forbes.com/sites/aliciaadamczyk/2014/07/09/millennials-prefer-quality-over-convenience-reveals-new-survey/); they want high quality, and are willing to forgo the simplicity of the drive-thru in favor of something locally sourced. Nevertheless, if you can incorporate whatever benefits your product and your product package might possess, you should think about doing so. For example, can your package be resealed and reused? This quality not only suggest environmental friendliness, but enhances the convenience factor, as well. In the end, your test market will tell you what combination of consumer marketing terms – and what proportion – speaks to them most clearly. Your brand identity will also dictate which expressions are the most appropriate. The family-oriented brand will boast of time-saving qualities; the luxury brand will stress artisanship, and the green brand will highlight freshness and sustainability. However, the organic product that contains [high-energy plankton](http://en.wikipedia.org/wiki/Soylent_Green) will probably be well advised to conceal the fact. **Categories:** Design --- ### [Psychological Strategies for High-Impact Package Design](https://www.smashbrand.com/articles/psychological-strategies-for-high-impact-package-design/) **Published:** July 25, 2017 **Author:** Kevin Smith **Content:** *The decision to purchase is influenced by many psychological variables that package designers need to address.* How long do you look at a product before deciding whether or not to buy? Two seconds? Five seconds? For most of us, it isn’t long. We form snap judgments on each product based on numerous psychological variables that act in the background, often without us realizing it. These factors are the primary motivators of purchasing behavior—and must be understood by brands that want to push their packaging design to the next level. **1. Show More by Showing Less** Brands can say more (and appear more sophisticated) by taking a minimalist approach to their package design. Have you ever seen a package that had text scrawled on all sides? Wasn’t it a nightmare to look at for more than five seconds? What about products that make numerous claims to the point that you don’t trust anything written on the label? Smart brands don’t need to overload their customers with information; they utilize **simple, minimal designs to telegraph confidence and authority.** Top brands don’t need to brag—[they let the design speak for itself](https://www.smashbrand.com/work/). **2. Remove the Fear of the Unknown** There’s a common mantra among marketers stating that *people aren’t afraid of spending money—they’re afraid of looking foolish.* People don’t like feeling tricked into purchasing, and it’s this fear of the unknown that prevents consumers from taking risks on new products. To mitigate this fear, **help customers fully experience the product at the point of purchase**. Use clear packaging so they can see the item and include cut-out zones to provide a tactile experience. When consumers feel confident that they understand a product, they’ll be more willing to give it a chance. **3. Sell to the Right People** Companies must identify the markets most receptive to their products and base their package designs around their preferences. Many businesses make the mistake of trying to reach as many people as possible through ordinary package designs that the average customer is familiar with, but this is misguided. **Trying to appeal to everyone means that you’ll stand out to no one.** **4. Don’t Afraid to Be Different** Above all, designers shouldn’t be afraid to be different. There’s a popular business strategy known as the “Blue Ocean” method, stating that the best way to compete in a competitive market is to redesign your strategy to move *outside* the market. (Moving from a bloody, shark-infested ocean to a clear, blue ocean.) This concept applies to package design as well. Companies can play it safe by following industry trends, but **the companies that distinguish themselves as market leaders aren’t afraid to go off book.** **5. Sending the Right Message** Every decision made in packaging design, from material type to package shape to the copy on the label influences consumers in different ways. Savvy brands understand each of [the impacts their packaging designs have on the minds of their customers](https://www.smashbrand.com/articles/4-ways-packaging-can-make-your-consumers-happy/). The best results come from designs that account for the preferences of the target market alongside the unique [value proposition](https://www.smashbrand.com/articles/creating-your-brand-value-proposition/) that each product offers. When these factors are combined, brands gain high-impact psychological package design that never stays long on the shelf. **Categories:** Design --- ### [Lack of Simplicity is Costing You Money.](https://www.smashbrand.com/articles/lack-of-simplicity-is-costing-you-money/) **Published:** April 11, 2013 **Author:** Kevin Smith **Content:** Product packaging should be simple, functional and pleasing. That’s it. Anything more and you start to risk making your product and your brand murky. Whenever anyone in our office becomes bogged down with the minutiae of unnecessary complexities, we ceremoniously smack them with the “Simple Stick” we keep mounted in my office. After the offender returns from the trauma unit, his designs and concepts are generally markedly improved. We got the idea from Steve Jobs, who did it to his employees so regularly that he had an ambulance shuttle service making hospital runs every 20 minutes (or so we are told). Metaphorically speaking, we have our office sprayed for the pests of over-complication on a regular basis. Overdone corporate jargon, graphic clutter, bells, whistles and the need to soothe fragile egos by pretending something is a good idea when it isn’t are blights that must be eliminated immediately if you don’t want to risk them breeding like rats and infesting your company culture. Simplicity, either in the form of office interaction or in our packaging designs, is what works. Simple is understandable; simple is aesthetically pleasing and, quite frankly, simple is better in every respect. ## **Lack of Simplicity Is Costing You Money** Long meetings, ridiculously or vaguely worded emails, or a failure to point out the flaws in a proposal for fear of alienating superiors or colleagues is a huge waste of time and resources. Nevertheless, companies still indulge in the desire to act all business-y and issue random proclamations, revised editions of company manuals and schedule crowded and lengthy meetings in order to create the illusion of productivity. If you’ve ever worked for a company that has issued a memo like: “Our thought leaders strive to utilize our core-competencies to provide solutions that deliver excellence and accountability to an ever-shifting business paradigm,” you have worked for a company that idiots managed. Why idiots, you ask? Because that statement and others like it are designed to fool the reader into thinking that the use of buzzwords equals expertise when, in fact, it amounts to what Shakespeare would call, a lot of sound and fury, signifying nothing. Similarly, when such companies develop drafts or prototypes for new packaging designs for their products, their concepts are also busy, full of useless features and unpleasing graphic clusters; possibly due to the fear that if the concept isn’t incredibly complicated, then no one will think that enough work went into it. Because when you look at a package, you really want to see labor, lots and lots of labor. No, it isn’t. The time and energy used to develop a package burstin’ with an over-abundance of illustrations, useless design innovations equal time and energy completely wasted, especially when you consider that: - It always takes way more time to design an overly complicated package than a simple, logical one; - You’ll have to begin the process again almost immediately when the product in the misguided packaging fails to sell. ## **Don’t Over-Think It** [Packaging should be simple, functional and pleasing](https://www.smashbrand.com/articles/the-no-1-mistake-in-minimalist-packaging-design/). That’s it. The desire to make your product stand out by introducing tassels or abundant illustrations only makes the intent of the product and the brand murky. This is especially true when someone has “thought outside the box,” and come up with a package that is just plain difficult, or antithetical to the product or how it should be used. Example: - **Cleaning products that have the color schemes and shape of juice bottles.** We hope that [Fabuloso](http://www.stargroup1.com/sites/default/files/uploads/screen_shot_2011-10-24_at_3.39.45_pm.png) has shark-like lawyers on retainer when toddlers around the nation have to be rushed into intensive care after drinking caustic chemicals. - **Anything that looks like food** **but isn’t**, for that [matter](https://ec.europa.eu/health/scientific_committees/opinions_layman/products-resembling-food/en/images/soap-big.jpg). - **Individuating items unnecessarily.** There is (or possibly was; this doesn’t seem like the sort of business that would last long) a company that does individual peanut butter slices. Really. Slices of peanut butter. To be coupled with slices of jelly and a nice, cold slice of milk. - **Clamshell packaging of any kind.** We’ve cut enough of our fingers on these nasty muthas to declare that we never want to see clamshell packaging again. So, what have we learned? We’ve learned that simple packaging design, as well as simple office management, is better, cheaper and more effective. We’ve learned that company manuals are a waste of time and paper. We’ve learned that peanut butter slices are moronic, no matter how you slice them. (Ha!) We’ve learned that we occasionally enjoy a good office beating (kidding). And, most importantly, we’ve learned that anyone who comes at us with a light bulb encased in a plastic clamshell will be slapped, Three Musketeers style, with a leather glove. How DARE you, good sir! ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Packaging Design Without Context Is Functionally Useless.](https://www.smashbrand.com/articles/packaging-design-without-context-is-functionally-useless/) **Published:** March 23, 2018 **Author:** Kevin Smith **Content:** The goal of packaging design is to communicate with customers and create positive perceptions for your brand. Therefore, try to understand the elements that play on a consumer’s mind prior to the point of purchase. **This is what is meant by “context”: The environmental elements affecting each consumer’s perceptions *aside* from the design itself**: – Store environment – Nearby competition – Shelf placement Each of these factors will change the way consumers view your product, and thus, how they feel about your brand. ## The Environment Matters Consider the results of an environmental comparison study [published in Packaging Digest](http://www.packagingdigest.com/packaging-design/strong-packaging-graphics-also-need-context-2017-11-06). Two focus groups were asked to rate the effectiveness of a product’s packaging design: Group one assessed beef jerky packaging based on basic images of the front and back of the packaging, while group two assessed the same beef jerky brands using eye-tracking technology and sample products placed in a mock store environment. **The researchers found that the participants in the mock store environment rated the effectiveness of packaging design in different ways than those who assessed the images side-by-side.** One of the facilitators of the study, Sara Shumpert of The Packaging School, offered insight into how the product’s environment factored into purchasing decisions: *“How people respond when prompted and given time to process versus how they react subconsciously when shopping is inherently different. In a grocery store, 90% of consumers will decide after only looking at the front of a package.”* ## **Contextual Factors for Your Packaging** This tells us that, while the minutiae of packaging design (color choice, margin size, etc.) is important, you won’t win over many customers by making small tweaks to a refined and quality design. Instead, packaging designers can improve the impact of their packaging by understanding the contextual factors that may influence potential customers: **– In-store Environment**: Will products be sold in small, regional retail stores or large, multi-national chains? Will consumers have the opportunity to pick up the package, feel it, and take their time viewing it? What type of lights will be used to display it? Packaging designers should have answers to all of these questions before mass-producing any packaging. **– Competitors: Packaging must differentiate one brand from another. As such, packaging designers should perform thorough research to see what competitors are doing right and what they’re doing wrong. It’s also important to avoid copying another brand’s image; this mistake can lead to brand confusion (at best) and legal liability (at worst).** **– Shelf Placement:** Will the product be placed on a flat shelf? Will it hang from a hook? Is it designed to rest in an aisle or sit on an end cap? These questions will determine how consumers interact with the product and how it will compare with the competition. The above considerations form the cornerstone of environment-based packaging context. This isn’t to say that your packaging is *useless* if you fail to account for these variables, but in the competitive world of retail sales, brands that skip this essential research may as well not be on the shelf at all. **Categories:** Design --- ### [Package Design for the Full Product Lifecycle](https://www.smashbrand.com/articles/package-design-for-the-full-product-lifecycle/) **Published:** September 24, 2014 **Author:** Kevin Smith **Content:** We’ve complained about excessive packaging in the past (namely in the form of clamshells), but we do freely admit that certain circumstances require extra protective packaging. Sometimes it’s to shield the product from crushing, sometimes to discourage theft, and occasionally to disguise the nature of the product from neighbors and/or spouses (thank you, plain brown wrapper!). Whatever the case, the lifecycle of most packaging generally ends by the time the consumer brings the product home or to an appropriate destination. While multi-use considerations are popular and encouraged, it is the shipping, storage and display grunt work that most product manufacturers and package designers must take into primary account. Factors such as \[ahem\]: Volume, dimensions, weight per unit, temperature control, material durability, and material cost must be carefully weighed before deciding upon a package design. Food package designs require even more deliberation since spoilage, and bacteria are also concerned (yum!). If sitting around calculating the pallet layout for your packaging concept sounds like the epitome of glamour, you’ve come to the right place! Alright, there is a fair amount of creativity and fun involved in package design, but like all fun things that are also careers, there is more than just a negligible amount of drudgery involved in the day-to-day operations of packaging design companies. We’d like to outline some of that packaging design company drudgery for you now (you’re welcome). Before getting swept away in the artistic splendor of food package design — or any type of package design, for that matter — here are a few things to consider in the early stages. ## Weight If the product is exceedingly heavy, your package works with a company that understands [how to ship large items](https://redstagfulfillment.com/cheapest-way-to-ship-large-oversized-packages/ "how to ship large items") and incorporates handling features that make lifting and stacking as easy as possible. Think about designs that keep the lifter’s hands comfortable while not adding excess size or bulk to the package. Collapsible handles are a great feature and could also aid in raising the overall value of the product — well-designed packages that can be recycled for other uses are ever so hip now! Conversely, if the product is very light, your packaging will have to anchor the product sufficiently to ensure that units aren’t lost or damaged in transit. While it may seem as though memory cards shouldn’t need the elaborate packaging concepts that are so often used, neither manufacturers nor retailers can risk damage or loss from shipping and storing individual memory cards like Skittles. ## Delicacy Obviously, if the product is Waterford Crystal, you’ll need layer upon layer of shipping and handling protection to ensure the product arrives intact. However, protection concerns certainly aren’t only for brittle, artisan, home décor items; anything inherently malleable must be housed in a stackable container. For example, toothpaste might not need any packaging beyond what the ubiquitous tube provides, but trying to ship and display bulk units of something squishy is nowhere near as fun as it sounds. ## Display Although it may seem as though every facet of our lives is conducted online — from work-related duties to attending funerals via Google Hangout — only a small percentage of shopping is done vie e-commerce. Seeing as how most products that are currently being purchased will have been displayed attractively in some fashion on a brick-and-mortar shelf, package designer will still have to factor display options into their concepts. That is, until 3-D printing, teleporting or magic become viable. Clearly, packaging design companies can employ many options so that products can be well showcased — jars, bottles, flat-bottomed bags — but boxes are among the simplest and most efficient. While boxes might not seem like the most innovative packaging choice, they are stackable, and not often used for many categories of products. Take for example, Salad Power, a beverage packaged in a highly chic and yet incredibly practical manner. The bottles are light, durable and lend themselves to highly attractive displays, if we do say so ourselves. Basically, all of the practical considerations lead packaging design to be far less high-concept and futuristic than package designers would like. As disappointing as it is that we don’t have more hexagonally-shaped wine bottles or beer sold in feeding tubes, we can take comfort in the fact that all packaging, no matter how brilliant, will ultimately wind up in a recycling bin or a landfill, and that kind of puts our jobs into perspective, doesn’t it? **Categories:** Design --- ### [Why packaging designers can't forget about logos](https://www.smashbrand.com/articles/why-packaging-designers-cant-forget-about-logos/) **Published:** June 5, 2014 **Author:** Kevin Smith **Content:** Branding and logos are intertwined, but they aren’t the same thing. You can have a logo without a brand, but you can’t have a successful brand without a logo. It’s like going out on a date with someone with a fantastic personality but who is, in fact, a body-less cosmic vapor. It may seem clichéd and obvious, but product and brand logos are actually very necessary; they tell the public in a single, well-crafted badge what the company is about and what the brand culture is. Sometimes, it tells the public what a [self-absorbed and pretentious status groper](https://www.foxsports.com/nfl) you are, but it’s all in the game. When a product package is designed minus an effective logo, what you have – even if the package is designed otherwise splendidly – is a concept. Here are a few reasons why it is essential that a company’s brand logo should, and must, be considered when designing the overall package. ## The logo is the calling card If you’re looking for [good logo design tips](https://www.smashbrand.com/articles/10-commandments-for-better-logo-design/), then here’s one: A logo is more than just a font. You don’t have to go nuts designing and overdesigning a brand badge, but every successful logo is richer and more detailed than what you can get from a typeface template. Back in the olden days when a graphic design artist had to manually write out brand logos, it had to be done with panache. The Coca Cola logo design couldn’t have been conceived with a preexisting palate – look at the two capitol C’s, for heaven’s sake! Completely different, and yet thoroughly harmonious! When do you ever see an elegant example of lettering design mixing in a single phrase achieved with a computer program? Exactly. Now hand us our canes, whippersnapper. Also (and we might be going off on a bit of a tangent here), in the late 19th century when Coca Cola was first conceived, logo design was unique only up to a point – it couldn’t be so renegade that the public would have difficulty understanding it or relating to it. The design had to work within certain parameters while still individuating itself just enough to be memorable. The point, after all, was to get the customer to purchase the product, not to celebrate itself with spectacularly innovative design. Nonetheless, the Coca Cola logo managed to distinguish itself while staying firmly within the comfort of the culture. As the brand calling card, the logo must act as a touchstone for the consumer; it is the only tangible element that tells the public that different products from the same brand are of the same standard. ## The logo informs the package design Without a well crafted logo, the package design has no helm. It is the specificity of the logo design that tells the package designers what will and won’t work for the brand identity. We’re not only talking about the specs of the package itself – whether or not the package can accommodate the size of the logo – we’re talking about the aesthetic. The logo and the package design must marry and live together in harmony – until the logo gets plastic surgery and suddenly becomes to hot for the package and decides it wants to see other packages. Such is life. ## Logo vs. brand: The logo informs the brand identity Sometimes, when a brand identity isn’t fully formed, the logo design can push it over the edge into a fully coherent persona. Just an added touch of whimsy, elegance or strength can give the brand enough clarity to really speak to the public in a meaningful way. A package design, however brilliant, can’t do it alone. Likewise, the brand, once established, can help the logo evolve into a tighter and more evocative symbol than it was in its first incarnation. However, in a perfect world, the logo would have been tight enough originally to not need a tremendous amount of cosmetic modification later in life. Once again, the Coca Cola logo; it’s the Sharon Stone of brand badges. **Categories:** Design, More --- ### [5 Basics of Eye-Catching Package Design](https://www.smashbrand.com/articles/5-basics-of-eye-catching-package-design/) **Published:** January 30, 2018 **Author:** Kevin Smith **Content:** Everyone’s heard a pitch about the art of sales. Packaging, on the other hand, tends to be more of an insider conversation. There’s a tremendous amount of thought, care, and planning that goes into the perfect packaging design. Here are [a few big tips](https://www.smashbrand.com/articles/five-things-effective-packaging-must-do/) to get you started. #### **1. Pop!** First and foremost, you want to get noticed. The last thing you want is for your product to blend in with a sea of others and get brushed over while hurried shoppers scamper through the aisle. Your packaging needs to stand out on the shelves and get noticed. Take risks. Be bold. Capture some attention. You don’t want to go overboard to the point of being absurd, but you want to step out from convention and show that your product is different. #### **2. Say Something about Your Worth** Be objective about those aspects that distinguish your product and put your efforts into communicating that to the consumer. If you’ve invested in sustainability, make it clear and open to your buyers. If your product offers quality over price, then put that into action with packaging that suggests top-shelf. If you’ve put the effort into bringing a product to market with health benefits, make sure that it’s out in the open for buyers to notice. Shoppers don’t spend hours reading the fine print on every product in the aisle. They go for what catches their eye in order to make a quick decision. Make sure that the *value* of your product is prominent. #### **3. Keep it Clear** We all have that one friend who works in a niche that no one can make sense of, and he can’t stop talking about it. Don’t be that guy. You may have entire novels worth of information about your product, but if you overload buyers with every detail, they’re going to miss the important parts (see: tip number 2). Make sure that your messaging is concise. #### **4. Keep it Consistent** If you have more than one product, your packaging should be consistent across your line. Each product must be recognizable as part of the same brand through style elements (aside from the logo). To make the most of your money and your brand, use consistent messaging across your product line. #### **5. Keep it Honest** The disparity between what appears on a McDonald’s in-store menu and what comes in the box is still a timeless joke. There are entire Instagram pages and online communities that share these disappointing realities. It’s tempting to present your product in the most flattering way possible, but you could be setting up the buyer for disappointment. Build trust with your consumers. Your packaging is a [conversation with your buyer about your brand](https://www.smashbrand.com/articles/is-your-brand-messaging-effective/). Stand out, be clear about what you have to offer, and set yourself apart from the competition. **Categories:** Design --- ### [Did You Do Your Own Packaging? We Can Tell.](https://www.smashbrand.com/articles/did-you-do-your-own-packaging-i-can-tell/) **Published:** August 9, 2013 **Author:** Kevin Smith **Content:** It may be cynical, but the quality, workmanship and usefulness of your product means, essentially, nothing. This is why no one except the most diehard of all hipsters will purchase your excellent product if you merely shove it into an uninteresting bag or box. It may cheap and easy to do that, but retail is a style over substance business, friend-o. You’ve worked hard on your product; why not go that extra mile to ensure that your [package attracts the maximum number of customers](https://www.smashbrand.com/articles/why-good-packaging-design-is-not-cheap/)? Oh, it ain’t cheap, as we’ve said repeatedly, but the cost of a warehouse full of products no one is buying is waaaaay higher. Of course, we’re speaking primarily to the manufacturers of luxury items; items that must by their very nature be distinct in order to survive and even thrive. We recognize the fact that consumers aren’t exactly screaming for unique packaging solutions for, say, apples, but if you produce ice cream, sports drinks, leave-in conditioner or any other product that a customer wants but could definitely live without, the package must be tidy, distinct and alluring. ## Shipping products ain’t packaging. There’s an industry of shipping suppliers that want small product manufacturers to believe they are a legitimate alternative to proper product packaging. *Do not be fooled*. Shipping supplies are shipping supplies and nothing more. They do not provide marketing solutions, they do not encourage brand loyalty and, most importantly, they are not attractive. There is a common expectation of a particular quality of packaging for certain products – ask any winery. There might be some perfectly lovely wines being sold in boxes or in bottles with screw tops, but it will take some global vineyard revolution to make the wine-buying public believe that those wines are for anyone other than bedraggled, superannuated alcoholics who only drink it when turpentine isn’t available. Alright – you might be able to get away with minimalist packaging if you are producing a generic version of some luxury items or items that are purchased in bulk, but if you want to be a force in the marketplace and not just an inexpensive alternative to a known commodity, you’ll need well thought out packaging solutions. ## Packaging is a part of the product. We’re huge proponents of multi-use packaging. [ Wine crates that double as wine display cases](https://www.smashbrand.com/articles/one-mans-trash-is-another-mans-wine-rack/); shopping bags that can be used repeatedly; old timey tea tins that are so durable and aesthetically pleasing that they can be used as storage containers, etc. When a consumer sees a product in a package that can be used in another application, that consumer is more likely to buy, because a consumer reacts to both beauty and multi-dimensionality. The quality of the packaging is also an indication of the quality of the product. A conscientiously designed package can go very far in convincing a customer that the product inside is well made and worth buying. So, what have we learned today? We learned that, despite the best efforts of the better angels of our nature, we respond more favorably to glamour than to quality. We learned that generic packaging is only harmful to the product manufacturer that wants to distinguish his/her product from other similar products in the marketplace. We learned that wine bottle packaging will never change until wine drinkers no longer care about maintaining a veneer of urbane sophistication at all costs. Most importantly, we learned that product packaging is direct extension of the product itself, so if the product is merely enclosed in a plastic zippered bag, it tells the customer that the product itself is, at best, cheap and at worst, stolen. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development firm](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [There's Honest, and Then There's Really Honest.](https://www.smashbrand.com/articles/theres-honest-and-then-theres-really-honest/) **Published:** July 9, 2013 **Author:** Kevin Smith **Content:** We have nothing against honesty in branding – give us honesty and humor, and we’re all over it. We have the feeling that a significant chunk of the public feels the same way, which is why an ad student submitted the following Ryanair campaign to CLIO Award adjudicators: “With prices this cheap, shut the f\*\*\* up,” *he friggin’ won*. Now, we are probably legally bound to disclose that Ryanair doesn’t necessarily endorse this slogan, nor has the company even publicly acknowledged its existence. However, the slogan is loosely based on a joke about Ryanair customer service, so it seems that Ryanair executives can choose to either slap a big smiley face on all of their employees, or shrug, embrace their bristly image and tell their customer base to “Shut the f\*\*\* up.” At least they’ll be consistent. In all fairness to Ryanair, it did rank extremely highly in customer service regarding baggage complaints, take off times and shortest wait time for telephone service. Nevertheless, interpersonal relationships are another matter, and Internet communities scream with tales of slights and wrongs. Who knows, maybe Ryanair employees only insulted 20 passengers in its entire 30 years of existence, but if they all had blogs … ## Self Knowledge For those of you unfamiliar with European budget airlines, Ryanair is the largest low-cost carrier in Europe, and it has a reputation for no-frills travel. This means that the seats don’t recline, there are no storage pockets on the back of the seats and safety vests are stored above the passengers, rather than below. Fascinatingly, the Ryanair braintrust proposed further cost-cutting measures, including charging passengers to use the bathroom, allowing standing passengers, requiring passengers to carry their own checked luggage to the aircraft and enacting a surcharge for customers who do not wish to have a flight attendant spit in their faces. Naturally, we’re kidding about that last initiative. But it is nonetheless true that Ryanair is a point A to point B airline, which means that it does not care about luxuries or even basic comfort. It shoves passengers on the plane, flies to their destination and shoves them off. Mission accomplished. All this being said, what else could their slogan be, if they’re being honest with themselves and the public? Even though the phrase is undoubtedly crude and offensive to some, the tried and true service offered by Ryanair isn’t for the faint of heart, which shouldn’t be kept secret. What would be worse: a somewhat nasty but honest slogan, or a heartwarming slogan that leaves the customer in the dark about what to expect? Woe betide the person unfamiliar with Ryanair culture. ## Honest, or Honest with a Capitol “H?” Most of the time, [we’re not looking for brutal honesty](https://www.smashbrand.com/articles/marketing-mistakes-i-dont-want-to-see-your-toilet-paper-in-action/), but we want to know what a company and, by extension, a product or service is all about. If a customer is looking for frugality, then that customer will likely yield to the reality of the absence of baubles, massages and champagne flutes. When a company addresses its bare-bones concept early, it will attract the sort of customer that the company can best serve. A brazen, juvenile slogan will certainly appeal to a brazen, juvenile public, and seriously, who else would use an airline that uses cost-cutting measures so draconian that it doesn’t even allow the passengers to recline in their seats? College backpackers, come one, come all! Before this completely turns into an article about how an abusive company can continue to be abusive long into the future if they spin their services in the right way, let us say that, in a broad sense, weird corporate cultures can use their weirdness to their advantage if they share it with the public in an honest and self-aware manner. Of course, if their employees continue to spit in customers’ faces, no amount of out-of-the-box branding will save them. So, what was the joke about Ryanair? Well, here goes: *A man sitting in an airport bar notices a beautiful woman sitting two seats away. Since she’s wearing what appears to be a standard flight attendant’s uniform, he guesses she must work for one of the carriers, but he can’t tell which one. Trying to strike up a conversation with her, he delivers the Southwest slogan, hoping she’ll respond. “You are now free to move about the country,” he says. The woman just looks at him quizzically. He tries the British Airway slogan: “The way to fly.” Still, nothing. He tries the American Airlines slogan: “Something special in the air,” he says. Finally, the woman wheels around and snaps, “What the f\*\*\* do you want??” “Oh,” he says. “You work for Spirit Airlines!”* Thank you! We’re here all week. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [7 Friendlier High-Energy Food Packaging Designs](https://www.smashbrand.com/articles/7-friendlier-high-energy-food-packaging-designs/) **Published:** June 10, 2014 **Author:** Kevin Smith **Content:** Why, oh why have we collectively decided that package design for energy drinks, bars and supplements should first be approved by Satan’s minions? At what point did “energy” become synonymous with ancient devilry? If you notice, nearly every energy drink bottle or can is black and/or red with gothic lettering and the occasional flame and demon. What’s in those cans, anyway? Goat’s blood? On the other side of the spectrum is the bright, neon-colored package; the kind that leads the consumer to believe that not a single natural ingredient dwells within its contents. If the goal is the belief that the product will somehow encourage health and wellness, then why broadcast its inherent artificiality? In our humble opinions, we think that the best route for energy food product packaging is bright, clean and healthy. Although there are relatively few packaging design companies that achieve this goal \[ahem, SmashPack, ahem\], we’d like to highlight the few we enjoy. ## Elements Energy Drink Elements Energy Drink, in spite of having been produced by the same organization that brought us Snapple, didn’t really take off. We’re guessing the reason was something other than the design, because it’s certainly alluring. We like the fact that it’s (in the energy drink parlance of our times) “high octane” without literally seeming like motor oil. ## Hi Ball Energy  This can design is a departure from the more traditional energy drink style in that it looks like it contains a product that won’t cast an evil spell over you. The colors are bright and bold while being simultaneously fresh and cheerful, while the graphic elements convey vigor. Note also the different typographical styles and how they are actually harmonious, as opposed to [this abomination before all that is decent](http://files.doobybrain.com/wp-content/uploads/2008/04/steven-seagal-energy-drink.jpg). ## Pro Bar There are very, very few energy bars that are packaged in such a way as to suggest a product is delicious, but the Pro Bar really makes us want a PB&J — a sandwich we usually despise. The colors and textures of the graphics are rich and luscious in a way that [actual peanut butter and jelly simply isn’t](https://darlenemichaud.com/wp-content/uploads/2012/07/smuckers-goober-strawberry-peanut-butter.jpg). ## Clif Bar  Ah, the crisp air; the altitude; the little man barely clinging to the rock face by his fingertips – it’s Clif Bar! The packaging style is the polar opposite of the majority of energy bar design concepts — it’s muted, it has a natural yet sophisticated feel and the colors exist in nature. ## Einstein’s Energy Bar  For sheer cuteness and whimsy, Einstein’s Energy Bar takes the kitsch cake, although we could maybe do without the little Einstein graphic in the left-hand corner (“it’s *relatively* delicious” isn’t really a screaming endorsement, when you think about it). Nevertheless, it is far more fun and light of heart than any other energy bar packaging on the market that we’ve seen, and it’s the first food product that has ever made us want to attempt to solve the Hodge conjecture. ## Dee’s Cereal This little packaging project was completed by [yours truly](https://www.smashbrand.com/articles/cereal-packaging-of-the-future/), and we’re frankly quite proud of it. Notice the Triple Berry package — it’s almost a tribute to the little rock climbing man cartoon in the Cliff Bar series, only ours is a real person, and therefore at least 100 times more badass. ## SmashPack The SmashPack concept marries futuristic pouch packaging design with classic eye-pleasing colors and luscious textures. Note how the glistening berries seem almost to jump off of the package at you. That isn’t a threat; that’s *deliciousness*. Why only design energy product packaging in the exact way the market expects, particularly if the market expects those packages to be exceptionally ugly? Let’s all agree that, from now on, we as package design companies will only make food packages look appealing, not as though we have to cover ourselves in garlic and carry a protective cross whenever we pass them on the aisle. **Categories:** Design --- ### [Cutting Edge Web Design - How Much Grunge Is Too Much](https://www.smashbrand.com/articles/cutting-edge-web-design-how-much-grunge-is-too-much/) **Published:** June 23, 2014 **Author:** Kevin Smith **Content:** Alright, your brand is edgy, subversive — you swim against the stream and aren’t afraid to let people know it. Naturally, you want your website to convey this exact mentality through bold designs with tons of street-cred (if there can ever be such a thing with regard to Web design; Web designers tend to suck street-cred from any room we’re in). However, when you start your design scheme with the question: “How much grunge is too much?” we’re willing to bet that, for your purposes, any grunge elements will be too much. Grunge as a Web design scheme has to come organically from the company culture and brand identity. If your instinct is to test the grunginess with focus groups to see if your design is too scary, we’d advise you to think of another concept. When it comes to any design strategy — be it grunge, sleek and professional or Hello Kitty — it is always a graphic design mistake if that strategy is arbitrary and/or dictated solely by the desire to suffuse life into a dying brand. There is nothing wrong with incorporating interesting elements into your Web design aesthetic in order to make your image culturally appropriate to the market that is already loyal to you. However, you have to know when to stop. ## Do people really like cutting edge Web design? Really? Web designers love cutting edge Web design. So do artists. So do graphic designers. Claims adjusters from Akron? Not necessarily. Everyone wants a website that gives us the information we want in as little time as possible. If the website is aesthetically pleasing, great! But if it isn’t exactly the most fascinating and innovatively designed website from an aesthetic point of view, well… no one really cares, as long as we can access your hours of operation and dinner menu easily. Like we said before, if your brand identity is already firmly in the youth-oriented, edgy category, then adding subtle and unobtrusive elements to your website will give your customers an accurate portrait of the sort of organization you are. Cramming your website with unearned funkiness with the hope that it will appeal to a younger crowd will not right your sinking ship. ## Don’t change your brand image to an image you don’t entirely comprehend. There is a difference in marketing to specific demographics and actually changing your brand image. If you are in desperate need of a marketing overhaul and/or blitzkrieg in order to boost sales, that’s one thing. Going so far as to change your entire brand image is something else altogether, particularly when you are trying to appeal to a niche group. First of all, any youth-oriented culture that considers itself an “outsider” culture — be it gothic, grunge, punk or whatever — prides itself on being [difficult to wholly understand](https://jalopnik.com/gm-tries-to-speak-like-the-youth-and-fails-miserably-5922005) and, indeed, infiltrate. If a brand dares to try to insinuate itself into that particular arena, it should be prepared for a pretty savage social media backlash, because if there’s one thing young people living on the edge know how to do, it’s how to go online and bring huge amounts of pain. ## Style Versus Desperation So, how to suffuse elements of grunge, street credibility and swag into a middle-aged website? Depends upon the website and the brand, honestly. If we were to give you a blind suggestion, we’d say to start with the background texture. Rugged, muted and roughly textured backgrounds can bring a subtle element of urban decay without compromising the coherence of your website. If you’d like to add additional touches to the title header, that could be fine, too. Just try to lean away from clichéd and illegible graffiti fonts for menu bars or anything critical. Once again, maybe a few hints of graffiti art as a part of your nuanced background texture, but you want your site to be navigable first, hip second. In the end, you will only know if you’ve shoved too much grunge into your website when you’ve gone well beyond the acceptable amount of grunge. The expression, “less is more” is pretty much spot on, when it comes to niche design elements, but if you are a financial institution, dental office or neonatal center, the correct amount of Web design grunge is: None. **Categories:** Design, More --- ### [The 10 Hottest Web Design Trends to Watch for in 2013](https://www.smashbrand.com/articles/the-10-hottest-web-design-trends-to-watch-for-in-2013/) **Published:** February 7, 2013 **Author:** Kevin Smith **Content:** Trends are unavoidable and, oftentimes, unexplainable. Nevertheless, many popular innovations represent a genuine need and have endured for many years, like cell phones, bendable plastic straws, and pants. However, because of the far and wide reach of the internet, trends fly around unchecked, causing good ideas and trends to die or fade into obscurity (netbooks, MySpace), and truly awful trends (MIDI files on web pages, the term “swag,” various Kardashians) to go on indefinitely. In the interest of encouraging good trends to flourish and warning you of questionable trends that should be squashed, we compiled a list of design trends that we think will become big news for 2013. ## **1. The Infinite Scroll** Traditionally, most web pages feature a display list of a finite number of items (articles, videos, items for retail) with the option of clicking a “next page” icon. The infinite scroll (or autopagerize, as it’s sometimes called) allows the visitor to remain on the same page indefinitely while the site continuously feeds information to the page. Facebook began using it in early 2012 and voila! The list goes on to Google, YouTube, Netflix, Pinterest, Tumblr. Everybody’s doin’ it! The infinite scroll has its champions and violent haters. Champions think it looks cooler, allows the user to browse without disengaging from the website and is excellent for mobile users. Haters find it irritating because if you must click away, you can’t return to where you left off; you have to scroll down, down, down and further down to get to the information you need. It can also look choppy and isn’t ideal for all applications. ## **2. Spherical Design** For some, nothing is cuter than a page with little round bubbles. Circles add an interesting aesthetic element to web sites and easily fit into a layout. But the appropriateness of spherical design elements depends upon the nature of the brand (it’s hard to take a site with little bubbles seriously). Little circles of text probably won’t suit the United States Marine Corps web page, but brands that want to speak to a young demographic in a hip, relaxed voice might appreciate it. ## **3. Illustrations** Websites that feature seriously detailed, cartoony illustrations integrated into site features will explode in 2013. They’re snappy; they hold your attention and kids love ‘em. Period. ## **4. CSS Transparency** Transparency is a beautiful web design feature when it’s applied with a light hand; it can give the look of a well laid-out brochure when it’s done tastefully. Now that most web browsers can support it, we’ll probably be seeing it a great deal more in future, especially combined with the next trend: ## **5. Big Ol’ Photographs** When a photograph is well composed, light and beautiful, it can make a stunning background. Get an expert photographer for this one, though. Using a smartphone picture you took of yourself in your bathroom mirror just looks ridiculous. ## **6. Stable Heading Bars** Why the hell was this trend so slow to catch on? It offers consistent navigation support and always reminds the user of what site he or she is visiting. Moreover, it looks great! Optimum user experience combined with beauty. ‘Nuff said. ## **7. Uniform Layouts** Provides consistent web design, no matter how the site is accessed, whether it is via smartphone, tablet or desktop computers. Gone are the days we visit a site on our phones only to see the layout fail, forcing us to hurl the phone across the room in frustration. Which leads to: ## **8. Vertical Layout** Typically, web designs relied on horizontal layouts; bands at the top of the screen that delineate the various page features. With so many people accessing the web on their phones, vertical layout has become more practical, since moving the page from left to right on a small phone screen can be irritating. ## **9. Full-Screen Typography** A bold design choice that lets the user know IN NO UNCERTAIN TERMS what the website is about and WHAT THE BRAND HAS TO OFFER by hitting you over the head with HUGE TEXT. This trend is especially good for people with SEVERE MYOPIA. ## **10. Sliding Panels** Sliding panels are a clean and easy-to-read option for pages that use many thumbnail images. Once clicked, larger images slide onto the screen below from right to left, like Tom Cruise slid into the frame in his socks in Risky Business (if you’re old enough to get that reference). There you have it- trends, trends galore – and this is only the tip of the iceberg. Some are great; others not so much, but we strive to stay on top of them all. We’re swag like that. ## Data-Driven Brand Development Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Are You Part of the 70 Percenters?](https://www.smashbrand.com/articles/are-you-part-of-the-70-percenters/) **Published:** July 29, 2013 **Author:** Kevin Smith **Content:** Shockingly, stunningly, amazingly and breathtakingly, roughly 70 percent of businesses surveyed by the United States Census in 2012 did not have a website. As we’re sure you know, this is like discovering that 70 percent of businesses do not have telephone or office paper. How is this possible? Can we, in the 21st century, really afford to ignore the primary method by which we glean our information? How do these enterprises promote their services? By carrier pigeon? Maybe the 70 percent thinks that having a business Facebook page is enough. Pardon us while we laugh uproariously behind our hands. It’s probably fairly clear where we stand on the issue. Up to this point, we’ve only discussed the [importance of keeping your website fresh and up to date](https://www.smashbrand.com/articles/how-to-future-proof-your-website/); we hadn’t thought it necessary to point out that you should actually have one. Perhaps we shouldn’t have assumed. Maybe it’s our fault. Well, you should have one. There! We’ve done our bit. In case our telling you flat out that you, as a business owner, should have a website (and have one pronto) isn’t enough to galvanize any action on your part, allow us to delineate the various benefits of creating a website via the use of paragraph breaks and bold section titles, starting with: ## Your website is your business’ calling card. For those of you too young to know what a calling card is (all of you, possibly), a calling card was a small strip of thick paper embossed with a person’s name, address and decorative flourishes that was distributed by 19th century dandies looking to swindle fortunes from middle-aged spinsters. Naturally, a calling card had to be tight if it was going to entice anyone, just as today a website has to be tight if it is going to affect a customer base. In a world where 11-year-old children have their own websites, it is fairly inexcusable for a proper business to either be without one or have one constantly under construction. If a business can’t manage building up a simple website, how can it manage the services or products it was meant to provide? ## A website introduces a business to diverse demographics. If you’re relying on 100 percent word of mouth (even if that word of mouth is excellent), your business is in for a slow crawl to oblivion. Having a website is your first stop on the marketing highway. No one is saying that you have to start an aggressive campaign with social media ads and commercials and aerial banners, but a website will help propel your search engine rankings and credibility skywards. And that’s the holy grail for all businesses, isn’t it? A huge percentage of people are first introduced to businesses and services via search engine, and what do search engines find? Websites. We would even venture to say that more people look for businesses via search engine than looked for businesses using the Yellow Pages thirty years ago, simply because of the convenience factor (we have absolutely no data supporting this, but it certainly seems true). As we’ve mentioned before (in a mildly sardonic way), a Facebook page doesn’t count as a website. Let’s say that again so we’re clear: A FACEBOOK PAGE DOESN’T COUNT AS A WEBSITE. We’re not discouraging having a Facebook page in addition to your well-crafted website (there really isn’t any way around it if you want to interact with your customers more or less constantly). Still, there is a cheapness factor to using social media as your exclusive Web presence. As all captains of industry will tell you (particularly those who use extremely clichéd terms), you have to go big or go home. We could go on, but all of this information is so basic it’s like reminding you to fill your lungs with air to avoid asphyxiation. No matter what kind of business you have – retail, hospitality or whatever – if you have any aspirations towards growth and eventual repayment of startup loans, you will need a website immediately. You can start your website journey by giving us a call. Want to know where you can find our information? *On our website, baby*. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Brand Innovation: Stop Imitating, Start Innovating](https://www.smashbrand.com/articles/brand-innovation-stop-imitating-start-innovating/) **Published:** June 14, 2013 **Author:** Kevin Smith **Content:** Even though many sales and marketing representatives have personalities that can often be described as competitive with a dash of homicidal, the sales and marketing world is chock full of fear. This is why, as you have undoubtedly noticed, many marketing strategies, brands, logos and campaigns seem really, really similar. This isn’t because there is a dearth of ideas floating around the universe, it’s because our economic climate has made businesses too afraid to try anything untested and new. If something worked for someone in the past, let’s use it again! It’s *proven*! There’s data to support its success! If lightening struck somewhere, let’s all stand in the exact same spot and stare at the sky until it happens again! There is no way to ignore what other brands are doing; it’s inescapable, it’s in your face. However, since the product/service for which you are designing packages, logos and websites is very likely a copy of some other easily available product/service, you’re going to have to develop an interesting and (dare we say) *new* branding strategy in order to set it apart. ## So What If the Product Isn’t Original? Now, even though the sports drink or shaving cream or chewing gum you’ve been hired to [rebrand](https://www.smashbrand.com/articles/rebranding/) has competition out there that offers, basically, the exact same thing, the competition hasn’t exploited *every, single avenue* of potential product/company wonderfulness. Start thinking about company culture and how the personality of the business can lure a consumer over to its product line. It’s weird, but people buy products that match their personalities. Suppose a line of sugar-free gum seems as though it’s speaking to the educated, urbane sophisticate market. In that case, people (rightly or wrongly) who believe that they are educated, urbane sophisticates will be seduced. Likewise with a line of sports drinks that appear to be either environmentally friendly or just vaguely folksy. There might not be any ingredients or methods of production that could legitimately cause a consumer to believe that purchasing that particular beverage is somehow better for the universe, but if the brand’s personality manages to convey universal harmony, the public will be convinced. Remember the early days of Snapple and Sun Chips, where consumers just believed that they were healthier and more natural than other packaged beverages and snacks while largely ignoring the information on the nutritional labels? It’s almost unseemly for an impulse item to try to appeal to our larger sense of self, but branding is a thorny business. If your product, no matter how fundamentally unnecessary, can’t make us feel as though we are better people for having purchased it, then the brand isn’t doing its job.SmashBrand is a best [product packaging design agency](https://www.smashbrand.com/) as compared to other [product packaging design agencies](https://www.smashbrand.com/) around. ## Focus on the Brand’s Unique Element Company history is a lot more interesting than most people think. If your company started with a scrappy young dreamer in a remote yet charming part of the country, then use it, for heaven’s sake; it has relatability smeared all over it. This is especially true if the founder’s intentions were noble – if the founder really had a great idea or product and was sincere about its ability to make lives easier or more enjoyable. (This tactic isn’t as successful when the company founder was a horrible, money grubbing dilettante who was loathed by his employees and despised by his family. Somehow, the brand is less heart warming when the founder was carved out of pure evil.) Moreover, even though the use of origins isn’t unique, the company’s story is. There are a million variations in terms of product need, the struggle to bring it to the market, the heartache of being told it would never work and the ultimate triumph of proving naysayers wrong and building a lasting corporation. Also, the location where the company originated could be used to provide a bond between the brand and the residents of that region. Naturally, the brand doesn’t necessarily have to highlight the founder him/herself, but the founding environment and circumstances are by their nature unique, and could go a long way to inform the character and personality of the brand. So, what have we learned today? We’ve learned that all branding strategies don’t have to be identical even though the products the brands are selling likely are. We’ve learned that a brand can make the consumer feel as though he/she is a member of an exclusive club, even though if that club was truly exclusive, then the company would be filing for chapter 11. Finally, we learned that the story of the founding of a company can be a lovely and relatable portion of a business’ branding strategy, but only if the company founder’s last name wasn’t Hitler. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [6 Most Brilliantly Packaged Snacks for Weekend Warriors.](https://www.smashbrand.com/articles/6-most-brilliantly-packaged-snacks-for-weekend-warriors/) **Published:** April 30, 2014 **Author:** Kevin Smith **Content:** Let’s say you’re chosen to compete on a savage and dystopian reality show. You’re thrust out into the wilderness and forced to survive on your wits and the scraps wealthy patrons send you after you’ve achieved some spectacular, broadcast-worthy feat of survivalism. So, what sort of snacks will you demand? Will they be high in protein, so you will have the physical strength and muscle necessary to compete for days? Will they be vitamin fortified, giving you the focus to shoot an arrow into a rival’s eye at 50 yards? Whatever ingredients they contain will be beautifully packaged, and any tribute we sponsor will have to suck it up. Whether they are packed with protein, fiber, or just clusters of highly engineered bits of sweetened soy matter, energy snacks must give the impression of either being fantastically healthy, or possessing enough chemical elements to boost your metabolism for a significant period of time artificially. Energy bars and snacks are the ultimate point of sale products – these items must seduce the consumer and appeal to his or her fear of being nutritionally unbalanced or not as ripped and shredded as he or she wants to be. How will your product achieve that? By being composed in a way that delineates the personality and lifestyle the product serves. ## Clif Bar The packaging design company conceived of the Clif Bar package has created the sort of concept that lovers of pop culture esoterica would enjoy. The comic book-inspired look combined with the plain recycled wrapper gives the product package a wholesome, energized feel, unique to the brand. It also makes us want to shop in a Taschen store and watch Sylvain Chomet films. Weird. ## Bumble Bar The Bumble Bar is an energy snack perfect for anyone who has excised all but the most basic life-sustaining ingredients from their diets. Gluten-free, vegan-friendly, and packaged in a relentlessly environmentally friendly manner, this design marries early 20th-century saloon typography and layout with subtle Willy Wonka-ism. ## Salad Power One of the finest examples of perishable beverage packaging on the market, from the most forward-thinking packaging design company, quite frankly. \[Ahem\] This package was designed to evoke a sensation of freshness and purity – the experience of enjoying a healthy, crisp vegetable salad from a lovingly fabricated container. Note the angularity of the shape and the vibrancy of the graphics – all specifically conceived to give the consumer the impression of munching on the bounty of a dew-flecked garden. Although since it is, after all, a drink, we can’t promise any crunching sensation when you consume the product unless you opt to chew on the bottle. ## Pro Bar: Whole Berry Blast The simplicity and clarity of the label combined with the vibrancy of the graphics make the organic properties of the Pro Bar front and center. It is a departure from the previous design, which, with its metallic packaging and focus on “high performance,” recalled the sort of nutritional hardtack eaten by astronauts on extended space travel. With the new design, you can feel the hemp seeds and fenugreek purging those toxins or doing whatever organic thing they are supposed to do. ## Raw Crunch The bar is raw and crunchy, and so is the packaging. This is an example of product packaging telling the consumer exactly what the product is and what it’s about with materials and labeling. This product *dares* you to go make macramé plant hangers. ## [SmashPack](https://www.smashbrand.com/articles/packaging-design-without-context-is-functionally-useless/) And finally, the pinnacle of energy snack package design: The SmashPack. The packaging uses the latest beverage container innovation, giving the product an entirely new and relevant feel while delivering an entirely natural product. It’s striking, it’s functional, and it’s collapsible. It is for both the on-the-go professional and the consumer wanting to curl up and drink their meal from a comforting, soft, inviting pouch. We don’t judge. There you have it. Interesting energy snack designs that clearly and attractively deliver brand identity and product information in succinct and pleasing ways unique to their markets. Or, as unique as possible, when the markets are uniformly enemies of wheat gluten and all things cooked. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [10 Commandments for Better Logo Design](https://www.smashbrand.com/articles/10-commandments-for-better-logo-design/) **Published:** October 2, 2014 **Author:** Kevin Smith **Content:** Your brand Logo design is one of the most important factors in creating a strong [brand recall](https://www.smashbrand.com/articles/the-importance-of-cpg-brand-recall/). Designing a great logo is more than just how it looks. It is how it feels to the customer. How it resonates with them time and time again. Your logo is the foundational graphic design element that lives on all marketing materials you create. It lives on the shelf where your product sits and, done right, will live in the hearts of the brand consumer. When created with consideration and tested for consumer response, this deceptively small form of brand identity can make or break a product’s long-term success. Whereas most companies look for a good logo design, after following these ten commandments, you will understand what it takes to create a great design. This article teaches you how to make an effective logo so strong that it becomes a brand element carried forward onto all future products. Ready to learn what it takes to make your logo stand out? Great, but first, let’s talk about strategy and research. ## **Learn What Makes a Good Logo** Copywriters have [swipe files](https://smartblogger.com/swipe-file/) and so should you. Compile a group of successful companies that have strong brand recognition, in part, because of a unique company logo. Looking for what these logos have in common make for a good first step when developing your on package brand strategy. These details help you find commonalities among the good logos that we understand to be unique and distinctive. While you will not make your final design decision based upon your graphic design swipe files, it allows for design ideation. In this process you can be creative and provide insights to your graphic designer helping to guide them in the right direction. ## **Appreciate the Challenge** To the industry outsider, they seem like a simple project. In reality, however, a good logo takes a talented designer who thinks outside the box. There is a balance where they should have the right combination of both simplicity and drama. For you to stand out amongst your competitors, you must have a strong [brand identity](https://www.smashbrand.com/articles/clients-guide-to-brand-identity-vs-logo/). That brand is ‘You’. It shows others what you stand for, what you believe in, and why you exist. Let’s take a deeper look at the big picture and what it really takes to design a great logo. here are the 10 commandments: ## **Make it Simple** Sometimes it is what you don’t do or say that makes your design stand out. There are endless opportunities to make a logo stand out by using the latest design technologies. A strong logo is often a simple logo. Consider the Amazon and Apple logo. Both have a minimal look, yet live in the consumer’s mind longer than one that uses the entire color palette. You find a simple apple with a bite out of it and a name with a smile appearing on the arrow. Both companies have used their logo as a major component of their brand story. The most effective logos are not over-weighted by unnecessary ostentation. The more elaborate and baroque a [logo design](https://www.brandcrowd.com/logo-maker "logo design") appears, the less meaningful it may be to the consumer. You’ve probably heard of the K.I.S.S. method: Keep It Simple, Stupid. This is a great mantra that you should encourage your logo designer to follow. A simple logo that performs is one that is memorable, versatile and easily recognizable. It’s unique without losing accessibility to the general public. It is a nonverbal driver that speaks to the consumer beyond the company name. ## **Make it Scalable** Great logos should look strong whether appearing on the tab of a web browser or branded on a billboard. A scalable logo is on that transfers from your web design, product packaging, and marketing campaigns. Testing for scalability should be a part of your logo design process. Ornate design concepts might look great on an infographic or tattooed on an arm, but they rarely look good as a company logo. Keep your detailed designs for custom logo work used for a single purpose and leave the brand logo as a simple, scalable solution. ## **Make it Evocative** When considering your design ideas, begin with the end in mind. Be aware of the direction that you want your brand to travel. What is the demographic you hope to serve and how will you serve them? Having a future focus helps identify the emotions you hope to evoke and what you want the consumer to remember from your company branding. A near perfect logo isn’t just one that is simple and scalable, but is a design that can communicate your brand message clearly. While this is the most troublesome part of the design process, it is a necessary step for creating a logo that lasts. Test your logo design to determine if it brings powerful images, memories, and emotions to the demographic you hope to purchase your product. ## **Make it Vibrant** The color choices for your logo should be eye-catching, eye-pleasing and indicative of the brand identity you want to convey. This is true if you are changing an existing brand image. The existing brand will need to be aware of its current logo and determine the effects a color change will have on brand recall. Be aware that vibrant does not mean the same thing in every consumer packaged goods category. The logo of a product in the accessories aisle of best buy may use a different color scheme than a can of chicken noodle soup in the grocery store. There are no universally accepted colors to use for a [logo design](http://rabbitlogo.com "logo design"). Don’t fall victim to the assumptions that certain color schemes work for the emotion you hope to create. The SmashBrand methodology removes [subjectivity from the package design process](https://www.smashbrand.com/articles/subjectivity-in-the-packaging-design-process/). We test brand elements to determine how changes positively or negatively affect a product’s on-shelf performance. ## **Make it Black and White** Don’t assume that in this color filled culture that black and white is a thing of the past. Whether it is in newspapers, on t-shirts, on awards, or for hundreds of other reasons, your logo needs to look just as good in black and white. The practice of creating your initial logo in black and white helps ensure that a designer does not add excessive elements to the logo. While it may not be a common request, ask logo designers to first provide your [custom logo design](https://www.designhill.com/logo-design/ "custom logo design") without color. Scrap or change the design if it looks like too much is going on and it is hard to understand the logo’s impact on your brand personality. ## **Make it Unique** While your swipe files are great for inspiration and finding successful elements that carry over from product to product, you should never appear to have copied an existing logo. Most times, copying a logo doesn’t work for the next brand in line. Here is an example. You know how the swoosh design worked so well for Nike? Did you also know that every semi-large corporation known to man ultimately appropriated the swoosh design? This made the swoosh one of the biggest jokes in the graphic design world? Don’t be one of those poor, unoriginal souls. We’re looking at you, CapitalOne. ## **Make it Timeless** Just like clothing styles, there are design elements that come and go. Sure, sometimes it is important to grab hold of a trend and attach it to your marketing efforts, but it’s dangerous to your logo design. Do your best to avoid aggressive logo design trends, which can look dated as quickly as six weeks from the original unveiling. You don’t want a design so groundbreaking that it’s outdated in six months. One hallmark of a good logo is timelessness, not trendiness; research logos that have shown impressive longevity and study those designs for examples of an impressive logo shelf life. ## **Make it Memorable** It’s surprising how memorable a simple, elegant design can be. How do you feel when you think about McDonald’s golden arches? This logo is not complex, but it is instantly recognizable. It has a design that is one of a kind but without being bogged down with an excessive amount of elements. There has been no need to change this look in all the years that McDonald’s has been in businesses. ## **Make it Relevant** Remember how we told you to avoid trends? You should, but you must also keep the prevailing cultural sentiment and current technological realities in mind. Be aware of the way the wind is blowing, so to speak. Make sure that your design team includes people from different stages of life and with different lenses to view the world from. Although your logo should be creative and eye-catching, it should not be a design that has nothing to do with your product, industry, or consumer. For example, the [Evernote elephant is a great representation for a productivity suite](https://theproductiveengineer.net/why-does-evernote-have-an-elephant-logo-and-why-its-so-great-at-helping-you-remember/) designed to help you remember and organize things. It makes sense, connects directly to their product, and creates a conversation with the consumer. Your logo should do the same. ## **Make it Challenging** Not so challenging that the logo is difficult to look at without having a stroke. It should be challenging enough to provoke thought and make people intrigued but not so much that it creates confusion and cognitive fatigue. ## **Work With A Designer That Follows These Rules** Don’t be fooled by the deceptive appearance of the humble logo; take the time to find a design agency that will meet your needs. A good designer will ask plenty of questions about your goals and your company, and understand exactly how important a logo is to your success. By following these ten commandments, you’ll have a better appreciation for the process required for designing a remarkable logo. You will also understand how to choose the right candidate to create your next trademark. In our current world of marketing immediacy, an instantly recognizable logo is almost as vital as your product itself. Want a best selling brand? ## **Get package design that’s proven to perform.** SmashBrand is a package design agency that helps brands increase their products on-shelf performance. Through our package design process and proprietary testing methodology, we can help your brand outperform the competition. Book a time to discuss your project with our team. #### **Start a conversation** 1-877-429-4812 **Categories:** Design, More --- ### [The Siren's Call to Switch from Flash to HTML5.](https://www.smashbrand.com/articles/the-sirens-call-to-switch-from-flash-to-html5/) **Published:** April 30, 2013 **Author:** Kevin Smith **Content:** We’ve made no secret of our excitement about HTML5. It’s free; it’s mobile and tablet compatible and it’s [SEO friendly](https://805seo.com/on-page-seo/). On the other hand, some would argue (not us) that Adobe Flash does have its strong suits. You don’t have to write complex code in order to create cool and elaborate animations. You can stealthily insert advertisements very easily. Your content has greater protection from greasy-haired internet thieves. However, as mobile apps become an integral part of most internet marketing strategies, having a software program that doesn’t necessarily require the wizardry of a Flash expert to develop video applications is certainly a plus. Hello, HTML5! Well, not quite. You see, HTML5 doesn’t, technically, exist yet. Oh, there is what is called a working specification in current operation, but the final publication won’t take place until 2014. So, what should you choose; the grizzled old Flash workhorse or the phantom HTML5? Well, it depends upon the client’s and the client’s customers’ needs. For your edification, we will explain each software program’s selling points. Are you as excited as we are? We thought so. ## **Flashy McFlash** HTML5 proponents would have us believe that comparing Adobe Flash to HTML5 is like comparing chiseling symbols onto a stone tablet to using a Xerox copier. But Adobe Flash isn’t nearly as primitive and outmoded as HTML5 fanatics would have us believe, and it does have its uses. - **Dazzling graphics.** It’s fairly easy for a novice to design fantastic animations and graphics for Web pages using Flash; no real expertise with complex coding required. - **Thwarts Internet thieving like a digital ninja**. Flash works extremely well with Digital Rights Management. - **The vast majority of enterprises use some form of Flash**. 70 percent of Web based gaming applications use Flash; 24 out of the top 25 Facebook games use Flash. As we have said, Apple products – iPhones and iPads – are incompatible with Flash. It is a long and bitter story as to exactly why, but unless your desire audience consists primarily of Apple zealots, you don’t need to feel hemmed in by the petty squabbling of two digital juggernauts. If your website is to be animation-heavy, with lots of graphics and relatively little text, Flash might be an option worth exploring. On the other hand, it cannot be ignored that HTML5 could be … ## **The Wave of the Future** Remember when we said not to worry about Flash’s lack of compatibility with Apple products? Well, for some of you, that may be a legitimate concern. Let’s face it: anybody who’s anybody has an iPhone or an iPad, and that is a market that really cannot be entirely ignored. In fact, the ultimate goal for HTML5 is to be compatible with all systems and devices; even though it currently can’t be recognized by several very common browsers. Nevertheless, HTML5 has a handful of advantages over Flash, including: - **No plugins.** Unlike Flash, HTML5 doesn’t require the user to install supplementary plugins in order for the program to function. - **Open standards**. A single company entirely dictates Adobe Flash developments. HTML5, on the other hand, relies upon developer feedback, which will greatly influence the evolution of HTML5 - **Greater search engine visibility.** While Flash programs are hampered by their coding being compiled and search engine spiders cannot spider their content effectively, spiders can read HTML5 content as plain text, allowing for higher search engine placement for the website. To develop and design the best website for your needs, you need to understand how your users will view it. If you anticipate having a great deal of content in blogs, articles or product descriptions, you may want to consider HTML5. Likewise, if most of your site viewers will attempt to access your site via Apple iPhone or iPad, you can’t afford not to use HTML5. However, if you anticipate your viewers will be accessing your site on a desktop; if you will require a great deal of interactive animation; and if your site will be primarily a business-to-business program, Flash may be the most appropriate choice. So, what have we learned today? We’ve learned that there is really no reason for Flash supporters and HTML5 enthusiasts to be at each other’s throats (c’mon girls; you’re both pretty). We’ve learned that Flash is still the standard for the gaming industry, while HTML5 is basically a highly productive apparition in its current incarnation. We’ve learned that Flash still has a legitimate market despite the fact that certain popular devices refuse to support it, but we’ve also learned that once Apple abandons you like a mogul abandons a first wife, it may be time to officially wet yourself with fear. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [The Whys and Hows of Creating an Effective Vision Statement](https://www.smashbrand.com/articles/the-whys-and-hows-of-creating-an-effective-vision-statement/) **Published:** June 21, 2021 **Author:** Kevin Smith **Content:** Your brand vision is a set of objectives guiding the growth and direction of your company. It’s one of those terms like “mission statement” or “brand values” that marketers love to throw around, but what does it really mean? How does a company define its brand vision, and what are the benefits of doing so? Let’s explore the concept in more detail. ## **What Is a Brand Vision? (With Examples)** We’ve all seen brand vision statements online or on consumer packaging, even if we’ve never written one ourselves. - “To provide access to the world’s information in one click.” – [Google](https://panmore.com/google-vision-statement-mission-statement) - “Video communications empowering people to accomplish more.” — [Zoom](https://explore.zoom.us/en/about/) - “A world where everyone has a decent place to live.” –[ Habitat for Humanity](https://www.habitat.org/about/mission-and-vision) A brand vision is something inspirational; it’s something short, direct, and focused that gives viewers a clear understanding of what a company does. Or at least, what a company is striving to do. This isn’t to be confused with a mission statement – a similar concept that shares some overlap with brand visions. The common distinction is that brand visions answer the “why” while mission statements address the “how.” Commonly, mission statements will be short and specific and feature tangible goals that the company is working toward. Brand visions are a bit broader and detail the organization’s aspirations and long-term objectives. For example,[ let’s compare LinkedIn](https://about.linkedin.com/) and its value statements: - **Vision:** “Create economic opportunity for every member of the global workforce.” - **Mission:** **“**The mission of LinkedIn is simple: connect the world’s professionals to make them more productive and successful.” LinkedIn highlights the distinction between these two concepts well. Its brand vision is high level and clearly describes what the overall “point” of the website is, whereas its mission statement digs a little deeper to offer more detail about how the aforementioned economic opportunities will be created. Here, it’s easy to see how the two statements work hand-in-hand to[ create an effective value proposition](https://www.smashbrand.com/articles/creating-your-brand-value-proposition/) for the company. ## **Why Develop a Brand Vision?** Most companies likely have some idea of their overarching brand vision, even if they haven’t put it down on paper. It’s the entire point of the company, after all. Few businesses start out with the sole goal of making money. Most entrepreneurs have loftier goals and aspirations for what they do, and if so, it pays to make these ideas more concrete. As the above examples illustrate, brand vision statements provide a top-line overview of what a company hopes to achieve. In many ways, it’s a value statement that supersedes all other values. If a decision doesn’t align with the company’s overall vision, it may not be the best investment to make. In this way, a clear, defined brand vision is an important tool for a business’s development strategy. By articulating the company’s goalposts, company decision-makers have a framework for their choices. Decisions about new products, marketing strategies, funding opportunities, or mergers should all be directed by high-level vision positioning. In addition, it gives viewers a quick, bite-sized idea of what to expect from your business. It’s a tool that supports both internal planning and outward customer interaction. As such, it’s important for companies to have some idea of what their own vision statement may look like. ## **Developing Your Brand Vision** Developing a brand vision isn’t just about having a pithy one-liner to add to your packaging designs. It’s about outlining and[ ](https://www.smashbrand.com/articles/how-to-create-an-effective-brand-purpose/)[defining your brand purpose](https://www.smashbrand.com/articles/brand-purpose/) in a way that supports long-term success. Naturally, this can be a daunting task. We recommend that companies start by taking stock of their company assets and who will be involved in the vision’s creation. Solicit input from your key stakeholders as well as lower-level staff to get an idea of how internal teams see the company. After all, they’re the ones delivering customer experiences each day, so their opinions count. Keep in mind how you intend to use the statement and its role in your overall marketing plan. If you’re looking for something catchy and shareable on social media, that statement might look a little different than a statement destined for a prominent role in your packaging designs. Consider several things in this regard: - What your company does - What motivated you (or whoever the founder is) to start the company - What niche your company fills and what problems it solves - Which principles or values inform company decisions - How you want the company to look – both today and years down the line All of this is potential material for a brand vision statement. You can answer these questions yourself or solicit input from your team for greater insights. Come up with your own questions and share these among your stakeholders; get input from multiple levels. It’s common to run through multiple iterations before committing to a statement in full, so don’t be afraid to invest some time in the process. ## **Apply Your Vision to Your Marketing** While your brand vision is a high-level concept that feeds into many different aspects of your company, it’s common to leverage it in your marketing materials – including promotional material, online content, and packaging design. While we certainly recommend applying these concepts to your packaging, how to do so effectively is a topic too big to get into here.If you need help defining your brand vision or understanding the best way to incorporate your selling points into your packaging design, contact us at SmashBrand. As branding specialists, we love helping companies fine tune their marketing and apply these concepts to design in ways that help your products stand out on the shelf.[ Visit this page](https://www.smashbrand.com/) to learn more or discuss a project with our team. **Categories:** Strategy --- ### [Effective Brand Messaging: Building a Strong Connection with Your Audience](https://www.smashbrand.com/articles/is-your-brand-messaging-effective/) **Published:** June 21, 2017 **Author:** Kevin Smith **Content:** Brand messaging plays a crucial role in the success of any business. It is the voice of your brand that communicates your values, purpose, and unique offerings to your target audience. In today’s competitive market, where consumers are inundated with numerous messages, having an effective brand messaging strategy is vital to cut through the noise and make a lasting impact. This article will explore the key aspects of effective brand messaging and how it can help you connect with your audience more deeply. ## **Understanding Brand Messaging** To craft effective brand messaging, it is essential to understand what it entails clearly. This section will define brand messaging and discuss its components: consistency, communication, and personality. ### What is Brand Messaging Brand messaging means strategically communicating your brand’s values, benefits, and unique selling propositions to your target audience. It encompasses the words, phrases, and overall tone conveying your brand’s essence. ### Components of Brand Messaging Brand messaging comprises various elements that create a cohesive brand identity. We will delve into these components, such as brand positioning, voice, and key messages, to understand how they contribute to effective brand messaging. ## Crafting a Brand Message Crafting a compelling brand message requires careful consideration of your target audience, value proposition, and brand personality. This section will guide you through identifying your ideal customers, developing a value proposition, and establishing a strong brand identity. ### Identifying Target Audience Understanding your target audience is crucial for creating brand messaging that resonates with them. We will discuss effective methods to identify your ideal clients and tailor your message to their needs and aspirations. ### Developing a Value Proposition A value proposition defines what sets your brand apart from competitors and the unique benefits it offers to customers. We will explore strategies to develop a compelling value proposition that aligns with your brand messaging and effectively communicates your brand’s value. ### Establishing Brand Personality and Identity Your brand’s personality and identity shape how the audience perceives it. We will examine establishing a brand personality that reflects your values, vision, mission, and tips to maintain consistency across different touchpoints. ## Implementing Brand Messaging Once you have crafted your brand message, it is crucial to implement it consistently across various marketing channels. This section will focus on brand consistency and integrating your messaging into your content marketing efforts. ### Consistency Across Marketing Channels Consistency is key to building a strong brand image. We will discuss strategies for ensuring consistency across different marketing channels, such as your website, social media platforms, and offline marketing materials. ### Incorporating Brand Messaging into Content Marketing Content marketing provides an excellent opportunity to reinforce your brand messaging. We will explore how to align your content marketing efforts with your brand message, creating valuable and engaging content that resonates with your target audience. ## Creating a Brand Messaging Strategy Developing a brand messaging strategy is vital to maintain communication clarity and consistency. This section will outline the steps to create an effective brand messaging strategy. ### Defining Key Messages and Positioning Defining key messages helps ensure that your brand’s core values and benefits are consistently communicated. We will guide you through identifying key messages and establishing a strong positioning in the market. ### Developing a Brand Story A compelling brand story can captivate your audience and create an emotional connection. We will explore techniques for developing a brand story that engages your customers and strengthens your brand messaging. ### Establishing Brand Voice and Tone Your brand’s voice and tone set your communications’ overall mood and style. We will discuss the importance of establishing a consistent voice and tone that aligns with your brand’s personality and resonates with your target audience. ## The Impact of Effective Brand Messaging Effective brand messaging can yield several benefits for your business. This section will highlight its positive impact on brand awareness, attracting potential customers, and fostering brand loyalty. ### Building Brand Awareness Brand messaging is a powerful tool for building brand awareness and making your brand known to a broader audience. We will discuss strategies to increase brand visibility and recognition through consistent and impactful messaging. ### Attracting Potential Customers Well-crafted brand messaging can attract potential customers by clearly communicating the value your brand offers. We will explore techniques to create messaging that appeals to your target audience and motivates them to engage with your brand. ### Fostering Brand Loyalty Strong brand messaging helps create a sense of trust and loyalty among your customers. We will discuss how effective messaging fosters brand loyalty and encourages repeat business and customer advocacy. ## Key Considerations for Brand Messaging When crafting brand messages, certain factors need to be taken into account. This section will address considerations such as adapting to digital marketing, aligning messaging with brand guidelines, and staying true to your brand’s core message. ### Adapting to Digital Marketing With the rise of digital marketing, it is crucial to adapt your brand messaging to suit various online platforms. We will explore strategies for tailoring your messaging to digital channels and maximizing your reach. ### Aligning Messaging with Brand Guidelines Brand guidelines provide a framework for maintaining consistency in your messaging. We will discuss the importance of adhering to brand guidelines and how they help reinforce your brand’s identity. ## Crafting Effective Messages Crafting effective messages involves ensuring clarity, consistency, and relevance to your target audience. This section will provide practical tips for tailoring your messages and maximizing their impact. ### Tailoring Messages to the Audience Understanding your target audience’s needs and preferences is crucial for crafting messages that resonate with them. We will explore techniques to tailor your messages effectively and create a strong connection with your audience. ### Ensuring Clarity and Consistency Clear and consistent messaging is essential to avoid confusion and maintain brand integrity. We will discuss strategies for concisely and consistently conveying your brand’s message concisely and consistently across different communication channels. ## Conclusion Effective brand messaging is the cornerstone of successful marketing. By crafting a compelling brand message, implementing it consistently, and considering key factors, you can build a strong brand identity, attract potential customers, and foster brand loyalty. ## Frequently Asked Questions ### What is the role of brand messaging in marketing? Brand messaging is vital in marketing as it communicates your brand’s values, benefits, and unique selling propositions to your target audience. It helps differentiate your brand from competitors and creates a strong customer connection. ### How can brand messaging help build brand loyalty? Brand messaging that resonates with your target audience creates a sense of trust and emotional connection, leading to brand loyalty. Consistent and impactful messaging reinforces your brand’s identity and fosters long-term customer relationships. ### How does effective brand messaging contribute to brand recognition? Effective brand messaging helps build brand recognition by consistently conveying your brand’s essence and values. It increases brand visibility, making your brand more memorable and recognizable among your target audience. **Categories:** Strategy --- ### [Why You Probably Don't Need a Website Redesign.](https://www.smashbrand.com/articles/why-you-probably-dont-need-a-website-redesign/) **Published:** March 26, 2013 **Author:** Kevin Smith **Content:** Unless you still use a hit counter and the photographer who took the picture you stole for your homepage threatens to break your legs, you might not need to redesign your website. Nevertheless, many an unscrupulous web design company, or [SEO company](https://805seo.com/), will try to convince you that your website needs a complete overhaul at the thoroughly reasonable price of enough money to fund the college education of every child you’ve ever met. Not so! Your website is fine, more or less. Your client base has gotten used to the layout and everything seems easy to navigate. Also, making bold and aggressively trendy changes to your website can backfire; sometimes, a site can be so cool and unusual that consumers are confused and unimpressed. So, why are you being bugged constantly about redesigning your site? Because, there’s money to be made. Business owners just don’t want to be bothered with web design and maintenance details. They entrust design companies with those responsibilities without knowing what they get for their money. ## **Taking a Good, Hard Look at Your Website** Of course, if you’re truly unhappy with your website, you shouldn’t let it hang like an anvil around your company’s neck. Maybe your website doesn’t display your company’s extreme hipness to your satisfaction. Perhaps you may be under the impression that your site needs to be unique to communicate your company’s supremacy. Maybe your website was originally designed by your 14-year-old nephew and now you’re beginning to think that was an unwise decision. In that case, maybe you need to research what’s in and what’s out in the web design world, first. Your website layout is only one part of your business’ identity. If your website is driving your customer base away in droves, by all means, make some adjustments. However, unless you literally have the worst website in the world, that isn’t your only problem. What, oh what, to do? If your business is experiencing an extended lull, you might need a rebrand. Whoa, tiger! Didn’t we just say that website redesign is a huge and expensive hassle yielding marginal results? Yes, yes we did. However, redesigning your website without particular attention to the modification you will make to your brand in the process certainly wastes money. Alright, it won’t be exactly easy. Prepare for a long and occasionally painful ordeal, not unlike giving birth. Nonetheless, scrutinizing your whole company’s identity carefully and thoroughly will benefit you in the long run, and you won’t be slapping an extremely expensive band aid on a gaping, severed revenue artery. ## **Why Rebrand** [Rebranding](https://www.smashbrand.com/articles/rebranding/) is not something to be taken lightly. It isn’t cheap, and it isn’t something you should leave in the hands of the inexperienced (and for the love of all that is holy, it’s [not the same thing as a logo redesign](https://www.smashbrand.com/articles/clients-guide-to-brand-identity-vs-logo/)). You know your company needs a rebrand when your current brand fails to communicate your business’ personality, goals and character, or focuses on an aspect of your business that is no longer relevant. Think very carefully about exactly what you want your brand to accomplish before you begin the process, and ask the following questions: - Why isn’t my current brand working for me? - What do I want my new brand to achieve? - Has my customer base changed significantly? - Does the customer base I currently have care about my brand? - Do I know what image I want to convey and how, or am I just desperate to seem culturally relevant? - Do I have the money? - Do I want my new brand identity to endure for the next several decades, or am I just latching on to a ridiculous fad? - Do I really have the money? These are just a few of the questions that will be important to know you as you begin the process of [rebranding](https://www.google.com/search?q=rebranding&rlz=1C1CHBF_enPK1019PK1019&sxsrf=APwXEde2-Jn1tQGiX8Rc41-hC_3mXbwKyQ%3A1682859289333&ei=GWVOZPbiE-OQ7_UP9-eKmAM&ved=0ahUKEwi205ax09H-AhVjyLsIHfezAjMQ4dUDCA8&uact=5&oq=rebranding&gs_lcp=Cgxnd3Mtd2l6LXNlcnAQAzIKCAAQRxDWBBCwAzIKCAAQRxDWBBCwAzIKCAAQRxDWBBCwAzIKCAAQRxDWBBCwAzIKCAAQRxDWBBCwAzIKCAAQRxDWBBCwAzIKCAAQRxDWBBCwAzIKCAAQRxDWBBCwAzIKCAAQigUQsAMQQzIKCAAQigUQsAMQQ0oECEEYAFDaA1jaA2CXBmgBcAF4AIABAIgBAJIBAJgBAKABAqABAcgBCsABAQ&sclient=gws-wiz-serp). Do yourself a favor: draw up a list of everything – literally, everything – you want your company to be and how you want to be perceived. Avoid vagaries like “edgy,” or “socially responsible.” These terms have become buzzwords that communicate nothing about what a business hopes to achieve. The clearer you are about your goals, the more specific your brand identity will be. You will also want to clarify where your brand needs a major adjustment. Does your logo need to be revamped? To which demographic are you currently marketing your product, and do you feel as though that is no longer appropriate? Your brand is more than just your company’s ability to stand out in a crowd; it is everything it stands for. Give it the thoughtful attention it deserves, and it will reward you for years to come; unless you keep that hit counter on your site. What is it, 1997? ## Data-Driven Brand Development Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Icons vs. Logos: I Think Icon, I Think Icon, I Think Icon.](https://www.smashbrand.com/articles/i-think-icon-i-think-icon-i-think-icon/) **Published:** September 30, 2014 **Author:** Kevin Smith **Content:** Iconography is a large part of website design; even the most astringent and clean Web pages require icons of some sort; it is only a matter of what kind of icon is appropriate for the particular brand. A financial institute might not be served well by little cartoon kitties, and a baby clothing retailer wouldn’t use gunmetal gray chevrons. Well… maybe a baby clothier for the emo infant market would. So, what is the [difference between an icon and a logo](https://www.smashbrand.com/articles/clients-guide-to-brand-identity-vs-logo/)? Isn’t a logo an icon anyway? It most certainly is not! While logo design needs only the occasional update, websites can and should develop appropriate icons for different service features. Icon design is eternal. Like timeshares and [Comcast Cable service calls](https://www.youtube.com/watch?v=yYUvpYE99vg). ## What is an icon? While a logo is an icon, an icon isn’t necessarily a logo. Logos are the succinct representation of a brand identity, and it carries through all of the brand’s media, whether it is the company website, products or advertisements. Icons, on the other hand, might incorporate elements of the brand logo, but it isn’t mandatory, although the icon design should cohere with the rest of the brand aesthetic. Essentially, icons represent different aspects of a Web page’s services. You might want a little icon to represent your shipping methods, your different lines of products and their purposes, your customer care strategies and your mission statement. You really could have a dedicated icon for every aspect of your business, if you had the energy. ## Little Logos, Big Impact Icons are a part of your entire brand identity, even if they only appear in isolated circumstances. Even though McDonald’s only has, technically, one logo, there are still numerous icons that are integral to the McDonald’s brand. The Big Mac, the “Happy Meal” box, Ronald McDonald, and the French fry box are all familiar brand icons. Icons can appear organically from the services or products you provide. For example, the Big Mac’s unique structure eventually became an icon after the public began to identify the several layers of burger with the McDonald’s brand. Eat it, Bob’s Big Boy! Icons are useful because in website design, it would look ridiculous to use the actual, unmodified logo for every service designation. Of course, you don’t have to have a cute symbol for every occasion. There are other options available. ## What kind of icons should I use? You are perfectly free to use icons abundantly, but consider the flow and structure of your Web pages. Is it necessary to design little symbols for every purpose, or can you use a well-chosen font? Symbology has its applications, but sometimes text appears cleaner. Also, be careful of gimmicks. You may find that you don’t really need any more icons than your shopping cart symbol or call-to-action button. ## Don’t Muddy the Waters As beneficial as icons are in terms of branding and Web design, it is critically important that your icons don’t diminish or [obscure your established brand logo](https://www.smashbrand.com/articles/yes-i-see-your-logo-i-just-dont-get-it/). Your logo is going to be the sun; the icons are just the planets in your logo’s orbit. It is crucial that your consumer base is able to identify your brand by both your icons and your logo, so make sure that the sheer number of logos don’t overwhelm your brand aesthetic. So, what have we learned today? We learned that logos and icons aren’t the identical twins that many think — the designs and purposes can be vastly different. We learned that icons can do the work of logos over time. We learned that icons of little cartoon kitties will only be used by the bravest financial institutions in the world. We learned that icon design doesn’t have to be pictorial symbols — it can be in text form. Lastly, we learned that in the battle between [chubby boys with rockabilly haircuts](http://en.wikipedia.org/wiki/Bob's_Big_Boy) and [clowns](http://en.wikipedia.org/wiki/Ronald_McDonald), clowns always win. Clowns fight dirty. **Categories:** Design, More --- ### [Reasons Your Website Design Doesn't Incorporate Calls-to-Action.](https://www.smashbrand.com/articles/reasons-your-website-design-doesnt-incorporate-calls-to-action/) **Published:** March 20, 2014 **Author:** Kevin Smith **Content:** Ah, calls to action. They are an unavoidable part of the web landscape, telling us to Click here! Buy Now! Learn More! Sign Up! And submit to all kinds of orders issued in sentence fragments. It may seem like a shock, but not every website features calls to action, preferring instead to allow users to navigate their wild digital terrain with absolutely no guidance. “To each his own,” is their motto. Who are we to tell people how to use our services effectively? They already have mothers. We’ve been in web design for a long time, so we realize that CTAs aren’t to everybody’s taste. Nevertheless, if you’re confused about why a website might neglect to feature prominent and strategic calls to action, here are the reasons we are most often given. ## They’re So Clichéd Yup. Swim against that stream. We admit, the typical CTA buttons range from pitifully ignorable to actively annoying. Why would you want [your precious website](https://www.angelfire.com/super/badwebs/) to be besmirched with mediocrity? Also — and here’s where devious SEO strategies come in to play — when users can’t find your call-to-action button, they tend to stay on your page longer trying to search for it. Clever, huh? Of course, those users might never return to your page, but if enough people visit it once, that won’t matter. ## They’re So Obvious How vulgar is that? You’re reading some perfectly serviceable content and suddenly accosted by a garish ORDER NOW button. It’s so unsophisticated. Subtlety is an undervalued virtue. People are naturally elitist, and if they think you’re desperate to get them to give you money, they turn off. They won’t respect you. You’re practically a panhandler. Instead, try to map out your web design to make the user feel as though you’re doing him a favor by allowing him to access it. Shroud it in mystery. It’s the online velvet rope; when you exclude people, more people will bang down your door trying to get in. ## They Force You to Include More Content It’s a fact: When you have call-to-action buttons, users expect to be taken to another page – *a page with more content that you had to churn out*. Content is effort. Effort takes time. Time is money. When planning your web design strategy, try to include as little content as possible for the sake of your pocketbook and your users’ health. You’re doing them a favor, really. Think of the ocular discomfort you’re sparing them by not offering them anything to read. This solution is particularly valuable if your service has nothing of value to offer, anyway. ## They Make Your Job Harder Lots of calls to action mean many opportunities for users to click on them, subscribe to newsletters, enter email addresses, comment and buy things. When you have a huge number of potential and active customers making demands, that means less you time! You have broken your back trying to establish a solid company, and now you’re being robbed of the luxury of sitting back and enjoying it by all those customers! How dare they? In summation, call-to-action buttons are a blight on web design. They disrupt your lifestyle, disturb the delicate layout of your web page and they make you seem like a cheap floozy. Of course, people – sheep that they are – have gotten used to call-to-action buttons, and refuse to figure out how to negotiate your beautiful site without being led by the hand. So, because life is full of compromises, you might as well include calls to action. Once your business has reached the pinnacle of success, *you can call the shots* and toss ’em back in the hole from which they crawled out! ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development firm](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Product Label Translation: How To Get It Right.](https://www.smashbrand.com/articles/all-your-labels-are-belong-to-us/) **Published:** January 24, 2014 **Author:** Kevin Smith **Content:** Any self-respecting label designer wants his label to “pop”; not only for the typography and the alluring color scheme but for the catchy phrasing of the product and brand names. However, when the label pops because it promises a “Magic Old Skin Remedy,” it might not have the consumer appeal the designer originally intended. Yes, sometimes product names and descriptions can get lost in translation. Using an electronic language interpreter might seem easy and cost-effective for giving your product trans-Atlantic appeal. Still, if it is negligently done, you might as well channel that savings into a brand reputation management campaign, especially if your [grilled chicken product](http://www.thejavajive.com/blog/wp-content/uploads/2011/04/IMG_0570-20090803.jpg) proudly declares that it comes from the least appealing part of the animal. Rather than using Google Translate or some other highly fallible program, we recommend shelling out the money to hire a cultural consultant and a native-speaking focus group for whatever nation/language you seek to expand. Finding someone who speaks the language fluently before committing to a campaign seems so simple and logical – but brands nonetheless fail to take this simple step. On the bright side, we have been given some truly hilarious labeling gaffes. ## How a Single Word Can Screw You Now, we aren’t linguists, but from what we know from our glancing understanding of language, occasionally the meaning of a phrase can be entirely altered by the slightest misuse of terminology. So, while something might appear to have been translated accurately according to the strictest definition of a word, the meaning to native speakers could be completely different from what was intended. For example, the phrase on this [drawstring baby bag](http://www.engrish.com//wp-content/uploads/2009/01/my-mind-is-paralyzed.jpg) is probably supposed to convey a feeling of tranquility, but even though it could be argued that paralysis can bring along a feeling of calm, it isn’t especially comforting. ## Smacked in the Mouth by Slang We’re constantly introducing new slang terms into pop culture, so we understand how difficult it can be to keep track of how the young’uns speak. However, we have to try and develop a basic understanding of how the natives communicate to one another, otherwise, we’re in danger of boldly declaring that our product is a [hideous bodily function.](https://i.pinimg.com/236x/50/6c/e2/506ce2fee9f56a58fcd7f2f05e446a30.jpg) ## The Syntax/Punctuation/Grammar Tangle The lack of an understanding of how native speakers talk can give consumers the impression that your brand doesn’t care. Worse, a bizarrely constructed product label that doesn’t even make the product’s [ purpose clear](http://www.engrish.com//wp-content/uploads/2008/08/lovegetyou.jpg) can severely compromise sales. Is this product supposed to be a remedy for love-induced hypertension? ## The Grammatically Correct Wrong Sentiment Yes, there is nothing wrong with the following phrase, per se – but when it’s casually employed it tends to convey an attitude that isn’t appropriate. In the case of this [ prepackaged sandwich](http://www.engrish.com/wp-content/uploads//2008/12/fresh-sandwich.jpg), the call to action really seems like a thinly veiled threat. ## The Trap of Translating Humor Written humor has to be culturally specific and precisely constructed to work effectively. If you have a light-hearted, in-your-face slogan, you can’t just translate it directly and expect it to fly in Japanese. Some executives can’t even get [ostensibly edgy taglines](http://3.bp.blogspot.com/--YA1ZbiqAuI/URlUcAmAtNI/AAAAAAAAABo/vZkMB7O47fs/s1600/reebok+.jpg) *in their own language* right. If your product brand or label was meant to be edgy and/or funny*, please* hire a professional translator and test subject before going global. Sometimes, humorous cultural references simply can’t cross over effectively, as we see with this [bizarre slogan translated from Japanese.](http://www.engrish.com//wp-content/uploads/2008/08/primitive-cool.jpg) Nothing gets the women hot like an overly long and awkwardly structured clause! Just ask [these two studs!](https://patdollard.com/wp-content/uploads/2013/03/tumblr_m9huotMRr31r140oh.jpg) If you haven’t gotten the point yet, let us summarize: be aware that — just like we sit here and mock brands/products that have been horribly translated into English — there are snarky bloggers and label designers in Japan and China doing *the exact same thing*. Don’t let a photo of your product be the subject of endlessly forwarded emails and hastily assembled GIFs. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development firm](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Designer and Client Counselling — Finding Out What They Really Want](https://www.smashbrand.com/articles/designer-and-client-counselling-finding-out-what-they-really-want/) **Published:** December 4, 2014 **Author:** Kevin Smith **Content:** Sometimes it seems like designers and clients just don’t speak the same language. Learning how to manage a client’s expectations ahead of the design process is sometimes as crucial to the project’s success as the end result. Here is how professional, board certified graphic design couples’ counsellors help designers and clients iron out their differences. ***Designer**: The client doesn’t understand the hours and hours that are involved in completing a task of this magnitude. **Counsellor**: \[To client\] Would you like to respond? **Client**: My brother found a guy who did his website for $50.* As designers, we owe it to ourselves and our professions to value what we do appropriately. We might have been thrilled to get a client of our very own after college, but don’t let that sense of honor diminish the worth of the work you do. In the end, your website/package/label will contribute thousands of dollars to your client’s revenue stream, and your experience, expertise, time and equipment weren’t just dropped in your lap by the gods of graphic art. You have operating expenses and skill, and you need to make sure your clients pay for it. ***Designer** Well, the client and I have a unique relationship. I am incredibly eager to give the client exactly what he wants. My client on the other hand, is incredibly unsure of what he wants. **Counsellor**: I see. **Client**: Not true. I told him I wanted it to pop. **Counsellor**: Ah. **Client**: It doesn’t pop. **Designer**: WHAT DOES THAT MEAN??? **Counsellor**: Now, this is a safe environment… **Client**: You see how he speaks to me? **Designer**: \[Weeping\] I just want to know what that means…* Yes, the client–designer relationship is very delicate. While the designer is familiar with industry practice and terminology, the client — more often than not — isn’t, so client instructions can often be fairly ambiguous. Popular client phrases include: “make it pop,” “it needs to be edgy,” and “I don’t know how to work with this.” It’s very difficult to get others to organize their thoughts, but you have to encourage your client to be as specific as he is capable of being. Make him give your examples of other designs — websites, packages, posters, fast-food wrappers — anything. Make sure you do this before you agree on a timeline of any kind and definitely before you begin any work. Your clients might attempt to explain their vision using hand gestures and facial expressions. Do not pretend to understand what they mean. ***Designer**: We agreed on a timeframe, and he won’t stop making modifications. I can’t finish the project on time if my directives change every day, and they’ve already added two weeks’ worth of work. **Counsellor**: \[To client\] How does this make you feel? **Client**: I discussed the project with my mother and she thinks it’s too bleak. She sent some notes. **Designer**: She said to make it prettier. In 20 pages of file attachments, that is literally ALL she said. I don’t know what that means within the context of what you originally requested. **Client**: \[To counsellor\] Mom collects miniatures!* Very often, clients will be utterly vague about their desires and requirements until the designer is knee-deep in the project. At that point, the client will resurface, like Count Orlok from the coffin in Nosferatu, and start giving the designer hundreds of pages of instructions — all contradicting the client’s original request. The designer then jettisons his original concept and then begins what will be weeks of additional work for which he isn’t certain he is going to be compensated. The client then scrutinizes the designer’s work — which he’s done exactly to the new specifications as far as he could decipher — and says “it doesn’t pop.” The designer then turns to whiskey. It doesn’t have to be this way. Many clients continually bombard designers with notes, adjustments, additional requirements, things they forgot to say earlier, etc. As a designer, you have to anticipate this behavior and include in your contract safeguards. An example would be a clause describing how any modifications made by the client that change the scope of the project will result in payment for services rendered and the negotiation of a new contract with new specifications. One of the biggest and most avoidable traps a designer can fall into is allowing the workload to stretch far beyond what was originally negotiated. Furthermore, the designer has to be clear about the parameters of client involvement during the project. Granted, the client should be available for input, and should furthermore feel free to involve himself in the process, but not to the extent that it interferes with the progress of the project. It takes a foresight to properly manage a client’s expectations for the design process before it even begins. Although there are innumerable issues that can arise during a project, these some of the most common. And while [we are designers ourselves](https://www.smashbrand.com/work/#featured) (so we are heavily slanted towards a particular point of view), we understand that client experiences can also be fraught with anxiety, which we’ll touch upon in a later article. Just so you know, the designer and client ironed out their differences, the project was a huge success, and the designer and client grew so close they formed a progressive rock band out of Akron, Ohio. Keywords: manage client expectation design process **Categories:** Design, More --- ### [Don't Navigate Yourself out of a Customer.](https://www.smashbrand.com/articles/dont-navigate-yourself-out-of-a-customer/) **Published:** June 21, 2013 **Author:** Kevin Smith **Content:** Someone once said that the truly successful innovators never travel more than a half step ahead of the rest of the pack. You may have a revolutionary idea; a product that surpasses the current technology in every respect. Unfortunately, if it’s too far ahead of its time, you’ll just sit in the lotus position, waiting for the rest of the world to catch up while techno vultures pick at the carcass of your invention and reap glorious profits from their dumbed down but era-appropriate knock offs. Steve Jobs found himself in this position for quite a while. This, in essence, is the problem with your site navigation menu. Someone (we won’t name full names, but we’re looking at you, *Gary*), in an apoplectic fit of creativity and future-forward zeal, designed a navigation system that, while fascinating in a Jackson Pollack kind of way, is simply too unusual for your customers. Designers sometimes keep themselves in an insular world. We tend to point to the achievements of other designers’ personal and company websites as triumphs of style and innovation, but there’s one problem; that’s not what they did for their clients. We are continually dazzled by new navigation menu design or the use of flyout sub navigation or opacity as a visual clutter reduction technique, but is that what anyone in the non-designer world cares about? Not really. Designers care *deeply* about those things, but the person that clicked onto your site only wants to know the number of calories in your 16-oz. dragon fruit energy drink, or the price for your apricot kernel body scrub and moisturizer value pack, or if the [ingredients in your acai sorbet](https://www.smashbrand.com/articles/acai-the-superfruit-of-marketing/) are responsible for his rash. So, what can you do to make sure a website delivers the information the customers want, while at the same time being interesting and relevant enough to hold the customers’ interest? [You keep it simple (sweetie)](https://www.smashbrand.com/articles/lack-of-simplicity-is-costing-you-money/), and make sure you don’t fall into the following navigation menu traps: ## Putting the Navigation Menu Someplace Weird It has been established that menu bars are at either the web page’s top or horizontally on the left side. This is the law, and anyone who sidesteps or breaks this ancient law of Web directory protocol shall be flogged in the face until dead. Well, maybe not, but that person will suffer the consequences of low traffic and fielding dozens of Facebook posts demanding to know how they can redeem your company-issued gift cards they got for their birthdays in 2004. Don’t be cute and put your menu in a diagonal line across your page where no one would look for it. If you’re going to be weird, be weird in an efficient way. ## Using Vague Descriptors Make your navigation menu labels explicit (not in an inappropriate way … oh, you know what we mean). Give the exact names of your products, projects and services and make them loud and clear. We generally don’t bother with SEO tips, but here’s one: make your labels as specific as possible so that search engines pick them up. Don’t bother with the “Who We Are,” “What We Are,” “What We Do,” “Who We Were,” Who We Think We Are” labels because that tells customers exactly nothing. Give the name of your product/service so that Google and its feeble competitors rank you more highly. It’s the easiest and most un-phony way to make yourself search engine relevant. ## Poor Drop-Down Menu Placement Ineffectively designed drop-down menus are sloppy, they block other menu items and they annoy customers. Drop-down menus are often unavoidable (especially if you have a massive amount of products and services), so ensure they have been placed in an unobtrusive fashion. Whatever you do, don’t make them so long that they drop below the bottom of the page, rendering all of the information at the bottom inaccessible, so the user has to awkwardly scroll down the page while attempting to keep the drop menu open, or release the menu, scroll down so that the menu bar is at the very tippy top of the window and try again. *Use a drop menu scroll bar*. This may not seem like a big deal, but it’s like being seated at a restaurant table that hasn’t been fully bussed. It makes the business look like it’s not used to customers. ## Navigation Item Overload Don’t cram hundreds and hundreds of links onto your home page. Not only is this seizure-inducing, it makes it easier for your customers to lose sight of relevant and important information. In summation, navigation shouldn’t be overly futuristic, vague or crowded. Your customers want to give you their money, for Heaven’s sake, not be trapped in The Matrix. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [10 Inspiring Label Designs From the Food & Drink Industry.](https://www.smashbrand.com/articles/10-inspiring-label-designs/) **Published:** October 25, 2013 **Author:** Kevin Smith **Content:** Every now and again we like to shuffle through our favorite inspiring label designs and highlight some of what we consider the most interesting and inspirational. These exciting, enticing and, occasionally, delicious label designs will hopefully jar loose some creative genius from your stagnant brain, and get you on the road to designing your own label masterwork. We’re here to serve you. ## [Stranger & Stranger: Spirit No. 13](http://files.coloribus.com/files/adsarchive/part_1526/15261155/file/stranger-stranger-moonshine-spirit-no13-1024-61864.jpg) This label combines old-westy charm, distillery know-how and all of the comforts of drinking liquor out of a paper bag in one eye-catching label concept. If you look closely, you’ll find that the phrase “Easy Sippin’, Good Mixin'” has made its way onto the bottle. If there has ever been a better endorsement for a Christmas season moonshine, we haven’t heard it. ## [Briaura Artisan Foods](http://d1n2ocphyqwvae.cloudfront.net/wp-content/uploads/Briaura-Artisan-Foods-packaging.jpg) How is it possible that an instant food package label can manage to convey homemadeiness effectively? The Briaura Artisan Foods mixes use eye-pleasing light and bright colors, folksy typography, and drool-worthy food photos to give their products mega consumer appeal. For our part, we’ve never wanted pancakes more in our lives. ## [Dapper Beer](https://www.designer-daily.com/wp-content/uploads/2011/11/dapper.jpg) What says “dapper” more effectively than a thick, silky Windsor-knotted tie? This beer’s simple label stands out against its frost-brewed, Ice Cube-endorsed malty competition. ## [G.E.T Olive Oil](http://3.bp.blogspot.com/-LqaUmxmvwik/UcGWXCzrVII/AAAAAAAAwcw/eLrMdpA6y7M/s1600/GET-+Greek+Exquisite+Tastes_PoTW_5.jpg) In addition to the forceful nature of the bottle’s label (we command you to GET olive oil), the label designers have managed to use label clarity quite effectively in a market pretty well dominated by busy paper labeling. The bottle’s shape is pretty darned good, too. ## Fighting Eagle Vodka All the label designs for this Texas Distilling Company are fabulous, but we especially like the Fighting Eagle line we designed. These labels are super bold and evocative; we imagine patriotic Americans with their white suits and Mark Twain hair, delicately sipping martinis while loudly celebrating our veterans. ## Perle Look at these beauties! These bottles are so French they barely even seem like beer. We love the deliberately crumpled paper labels and the faded pinup photos. We feel classier and more *insouciant* just looking at them. ## [7up](http://www.logopeople.com.au/blog/wp-content/uploads/2013/10/cool-product-label-packaging-design6.jpg) Who knew that 7up could develop such an interesting pop-art label concept? Or rather, who knew that the corporate brain trust would ever have the guts to embrace the 7up brand’s inherent pop-artiness? ## [Ippon Matsu Beer](http://s3-ec.buzzfed.com/static/enhanced/webdr03/2012/12/31/13/enhanced-buzz-775-1356978748-0.jpg) Japanese design is invariably lighter and more whimsical than most American or European design, and these Ippon Matsu Beer labels are no exception – although it might be inappropriate to describe a beer label designed to aid Tsunami reconstruction “whimsical.” To an American consumer, they don’t even look like what we are used to when we think of beer labels, but the single and simple white pine tree is infinitely more eye-catching than your standard shamrock and busty beer maid graphics. There’s nothing wrong with shamrocks and busty beer maids, mind you. ## [Froosh](http://1.bp.blogspot.com/_nieIGWiCsnw/TFK-HbO7F3I/AAAAAAAAJMk/RAC1ZiP6SpY/s640/froosh-01.jpg) How can your label go wrong with a name like “Froosh”? This smoothie brand doesn’t shy away from what it is, nor does it try to wholesome you to death. This label tells you loudly, graphically and specifically that this product is just fruit, all squashed up, which is all a smoothie should be. ## [Meeta Panesar Op Art Wine Concept](https://www.thecoolist.com/wp-content/uploads/2009/07/meeta-panesar_1.jpg) This wine bottle concept uses the art of Joseph Albers as its inspiration. While a winery hasn’t yet been commissioned it, the designs have already sparked major interest within the design world. Art and wine aficionados will undoubtedly engage in heady conversations about the Op Art movement and its continuing validity within the spectrum of constantly evolving contemporary art trends. However, we just thought, “Q\*bert! Cool!” There you have it; some of the label designs we hold closest to our hearts. We hope you find them useful, engaging, titillating and perhaps even controversial. Even if they’ve done nothing but cause you to go out and buy a bottle of moonshine, we still feel we’ve done our jobs. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Product Packaging: Fun with Paper Label Design.](https://www.smashbrand.com/articles/fun-with-paper/) **Published:** August 19, 2013 **Author:** Kevin Smith **Content:** Now that our communications are primarily digital, we tend not to give paper quality a thought unless we’re helping a bride select the optimum grade for wedding invitations, in which case we suggest clamping up and agreeing to whatever she decides, even if it is cotton paper naturally derived from the finest quality hundred-dollar bills. However, you will want to exercise slightly more thrift when choosing the paper for your packaging labels. You will also want to consider many other factors, such as how your package must be stored and how your product is used, in addition to the innumerable marketing considerations. Of course, there is no need to get married to the idea of paper labels; there are certain package applications where other labeling options are more appropriate, such as products that will likely be submerged in water. But paper labels have the advantage of running the gamut between highly efficient and 21st century to general store folksy. [And if its one thing you want in a label, its excitement](https://www.smashbrand.com/articles/the-last-4-reasons-your-label-is-boring/)[.](https://www.smashbrand.com/articles/the-last-4-reasons-your-label-is-/) Now, there are many products for which paper labels should never be used, but if your product isn’t a shampoo or shower gel, go right ahead and investigate the thrilling world of paper labeling options for your package. Adhesives! Laminates! Semi-gloss! Thermal resistance! UV varnishes! See? And you thought labeling classifications would be boring. ## Rigid or flexible? The type of label you choose for your product will depend upon whether the product package is rigid (a bottle, jar, can, box, etc.) or flexible (bag, vacuum pack). You don’t want your label to buckle from the package’s unstable shape, so you will most likely want to choose a label type with exceptional burst and tear strength. Of course, you must anticipate how the consumer will use your product packaging. Suppose your product uses flexible packaging that is designed for use throughout the product’s lifespan. In that case, the label durability must be higher than for a package discarded relatively soon after purchase. Rigid packaging has its own set of label challenges. What will the label have to endure apart from what you want your label to look like? Is your food product meant to be refrigerated after opening? Will the label withstand the drastic temperature changes of being in a refrigerated environment followed by a room temperature environment and back again? ## Paper or plastic? Environmental considerations aside, what’s really better for your product: paper or plastic labels? Plastic shrink film sleeves offer many advantages over paper, including plenty of space for brand identification, durability, tamper protection and multi-dimensional coverage. Paper labels, however, have the distinct advantage of being considerably cheaper than plastic labels, which may seem like a cold comfort, but believe us, when you find yourself mired in all of the foreseen and unforeseen expenses of product manufacture and marketing, you might find yourself considering simply grabbing a crayon and writing out the label information by hand. ## Cut and stack or pressure-sensitive labels? Cut and stack labels are synthetic or paper labels that are printed with your logo and product information, cut and delivered to you. These labels are roughly one-third of the cost of pressure-sensitive labels, so they are quite popular. However, it is up to you to feed the labels into your labeling magazine and apply the adhesive solution, which might mitigate the cheapness factor a bit. Another option is the pressure-sensitive adhesive label, which can come in either paper or plastic film. These are, essentially, stickers that don’t require heat or water activation to adhere to the package. They are exceptionally good for clear bottles or jars, since they can offer better quality duel-sided printing options than cut and stack labels. Pressure-sensitive labels are also good for malleable packages, such as squeeze bottles. Labeling choices are so specific to the particular product and the packaging that it is quite difficult to delineate all the appropriate options. We’ve only covered a fraction of the considerations that will have to be taken into account when choosing labeling materials; we haven’t even touched on die-cutting, substrates, lamination, embossing, environmental considerations, foil and hot stamping and tons of other factors that are, quite frankly, giving us a headache. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development firm](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Migrate from Pancake App to Freshbooks.](https://www.smashbrand.com/articles/migrate-from-pancake-app-to-freshbooks/) **Published:** July 9, 2013 **Author:** Kevin Smith **Content:** Pancake App is a great product, however at some point you might find yourself needing to migrate over to Freshbooks like we did. The problem was that we were stuck on Pancake App because we had no way to get our valuable data into Freshbooks without spending 3 weeks duplicating the data. There was no real way to export data from pancake app and import into Freshbooks. ## Solution We decided that it was that important, so we developed our own solution to migrate the data to Freshbooks using their API. This “tool” worked so well, that we are confident that it could work for others just as well. If you need help migrating your data from Pancake App over to FreshBooks just contact us [here.](https://www.smashbrand.com/contact-us/) ## Pancake app to Freshbooks migration service We just need your MySQL data, and your Freshbooks API key and can transfer this data: - All Clients - Estimates - Invoices (including itemized rows) - Payments We didn’t bother getting any of the project stuff or proposals. But after running the script, Freshbooks has a 100% copy of your Pancake App data ready to use. It has the proper timestamps and everything, and you can literally turn off Pancake App and start using Freshbooks immediately. If you are interested in having us run this service please contact Michael () for the script. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Packaging Design: Think Outside the Box with Boxes.](https://www.smashbrand.com/articles/think-outside-the-box-with-boxes/) **Published:** January 30, 2014 **Author:** Kevin Smith **Content:** There’s nothing more exciting than a good, sturdy box! Okay – so there are tons of things more exciting than boxes. Hourglass shapes, for one. Winning lottery tickets. Regardless, boxes can be used successfully in various creative packaging design concepts – even ones that don’t initially seem to merit a box shape. It’s only a question of malleability, desire, and proper engineering. We recently worked on an exciting new beverage that delivers all the nutrients and deliciousness of a crisp salad without requiring strenuous chewing. It’s called Salad Power, and we’re very excited by the product and our concept. It’s a soft-edge box shape that can still be fitted into a standard cup holder, and the labeling conveys a bold and fresh crispness. Really, don’t dew-spattered vegetable graphics just make you want to eat healthier and maybe frolic on a rolling green countryside? That’s what we were doing during the entire development phase. Anyway, box shapes are tremendously useful to the designer and manufacturer. Here are a few reasons why: ## **Familiarity** We all know boxes, we all understand boxes; no one is taken aback or offended by a box. Powers of association are extremely important to consumer appeal – gifts come in boxes. Fresh foods that are packaged in boxes tend to seem more luxurious, better prepared and more conscientiously developed. ## **Storage** Boxes are geometrically easier to store and shelve. This is appealing to everyone who matters – retailers, shippers and consumers. When we can stack things in our cabinets or freezers in an orderly and easy-to-grab fashion, our inner Martha Stewarts are satisfied. ## **Visual Interest** A box in a sea of bags stands out, doesn’t it? When the consumer can distinguish your product more or less instantly, you’ve already satisfied the most important packaging design goal: giving the product shelf appeal. No one wants to scrutinize a store shelf for a product longer than necessary. You’re pushing your product to the head of the line by giving your package a distinctive shape. Don’t allow the consumer to study other competing products – when a customer has to look up and down a store shelf for several minutes before finding your product, the chances that he or she will find something else and buy that instead increases tremendously. And by the way, boxes don’t have to be squares. Who says a box must be a standard square shape? Boxes can be hexagons, canisters, hearts, kidneys, spleens – anything with a lid and a hollow storage unit can qualify as a box. Play around! ## **Shipping** The supply chain tends to be dangerously overlooked by novice designers. The product must remain in the same condition at the manufacturer’s once it arrives in stores or fulfillment centers, and package design is a huge part of determining whether it does or not. Since they can be packed, palletized, and shipped in a structured and stable way, Boxes give products the support they need to survive transport. It is extremely cost effective, since more units can be loaded onto a single pallet, and fewer units will be lost to damage. ## **Reuse** Who doesn’t love a lovely box? Boxes that are well constructed and beautiful to look at won’t be discarded once the product is used – people use them for storage and crafts. Hat boxes have historically been used and reused for non-hat purposes, and are routinely sold on eBay without hats even being inside. Wouldn’t you love to design a package that is loved and desired independently of the product it houses? Although it might seem as though we’re the newest representatives for the Global Box Council (if such a body exists), we’re only championing boxes in creative packaging design because they have so much to offer. We realize that the much-overused expression for original thought commands us to abandon boxes, but we say: get right back inside that box, sir, and start a’thinking! ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development firm](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Packaging Design: Cardboard Boxes, More than Just for the Homeless.](https://www.smashbrand.com/articles/cardboard-boxes-more-than-just-for-the-homeless/) **Published:** January 13, 2014 **Author:** Kevin Smith **Content:** … They’re also great for frenzied do-it-yourselfers, baby kittens, and re-gifting birthday presents. Of course, we are just kidding. Cardboard is a highly useful and important material, and we want to explain the manufacturing and fabricating process in explicit detail, except, of course, if we did that, we would instantly die of boredom. Regardless, cardboard is a critical package material, and the following article will essentially be an extended love letter to cardboard and cardboard packaging design. Cardboard is used in some fashion in countless products, whether boxed in cardboard or if cardboard elements are used within the package to promote stability. We really can’t say enough good things about cardboard. We worship you, cardboard, and if we suddenly found ourselves in a cardboard-less universe, we’d fully recognize that we’d been thrust into a meaningless existence with no purpose to life. We’re only slightly kidding. ## What is cardboard? If Wikipedia is believed, cardboard is any dense and durable paper. Different industries use different terminology – binder’s board, paperboard, boxboard – and it can be fabricated in many ways, using different degrees of thickness and durability. It is recyclable, and one ton costs only approximately $135. Cardboard packaging design really took flight with the production of Kellogg’s Cornflakes in cardboard boxes. Cardboard is essentially an overarching term for any thick paper that can be used for industrial purposes. Business cards, playing cards, gift boxes, clamshell package labels are all considered cardboard. ## Why cardboard? In this new world of digital media, personalized ringtones and the threat of [magical 3D printers](https://www.smashbrand.com/articles/websites-may-be-the-future-of-package-design/) entering common use, it’s interesting that corrugated cardboard is still the most widely used packaging and shipping material. Nevertheless, even considering our many cultural and technological innovations of late, no other material really surpasses cardboard packaging design in terms of sustainability, cost and effectiveness. One of the most wonderful things about cardboard is its weight. A product requiring a lot of protection (electronics equipment, home accents, etc.) can be easily shipped using a network of internal cardboard braces that add nearly no additional weight. From an environmental perspective, this is absolutely golden since cardboard is recyclable. From a business standpoint, your shipping costs barely flinch. Cardboard isn’t just the matte, brown paper material used for shipping boxes; it can be refined and used in clever and [elegant applications.](http://i01.i.aliimg.com/img/pb/163/673/644/644673163_841.jpg) Perfume boxes, boxes for premium liquors and CD sleeves can all be cardboard. ## What uses cardboard? There is an element of cardboard in a huge number of packaging applications. Even products that don’t immediately seem as though their packaging could or should be made of something so proletariat as cardboard use cardboard components in some fashion. As we have said, [electronics use cardboard packaging](https://www.smashbrand.com/articles/electronics-packaging-design/), as do food products, glassware, shoes, household cleaning materials and cosmetics. We’ve seen DVD packages with cute little cardboard braces inside to prevent damage to the disc if the box is crushed. ## Drawbacks to cardboard Like any paper product, cardboard and water aren’t especially compatible, even though they are often used to store liquid products (milk cartons). Some processes can render cardboard waterproof that use petrochemicals such as wax and plastic, but these practices really diminish the eco-friendliness and low cost of cardboard, which is one of its main selling points. Cardboard is not ideal for long-term storage of food items susceptible to oxidizing, since it is porous. It’s also easily crushed, as any child who’s attempted to construct a functional cardboard boxcar will tell you. So, what have we learned today? We learned that cardboard packaging design offers a perfectly legitimate and cost-effective means of enclosing many products. We learned that cardboard is one of those elements that if suddenly removed from the universe would lead to a massive economic, environmental and emotional collapse, resulting in a War of the Worlds-level breakdown of society. Let us be the first to kneel before mighty cardboard. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [4 Reasons Why Your Call-to-Action Button Sucks.](https://www.smashbrand.com/articles/4-reasons-why-your-call-to-action-button-sucks/) **Published:** March 17, 2013 **Author:** Kevin Smith **Content:** For those of you new to web design terminology, call-to-action buttons are the icons on web pages that entice users to: Subscribe! Sign Up! Download! Register! Add to Cart! View Demo! Occasionally, they’ll convince the viewers to: Subscribe Now! Download Free! Register Now! Sign Up For Free! Misguidedly, some will require users to: “Click Here,” or “Find out How Much You Can Save by Clicking Here!” If you are unsure as to what the difference is in the above examples, fear not: we’re here to guide you and possibly administer medical aid, if the process causes you to beat your head against your desktop in despair. There are good call-to-action buttons and there are bad call-to-action buttons. The goodness or badness depends on several factors, which we’ll discuss here in terms amounting to no more than 800 words. Only 657 words to go. ## **1. Button Design** The design for a call-to-action button may seem obvious (round-ish and button-like, clearly), but many websites ignore the classic button shape in favor of a design that blends seamlessly – and pointlessly – into the rest of the webpage. This makes no sense, because you want the viewer to instantly identify how they can proceed to purchase, download or register for your products. Make sure your call-to-action buttons stand out from the rest of the page graphics by enclosing them in eye-pleasing yet distinct button shapes. Believe it or not, it is actually more important that the webpage user to be able to instantly identify the call-to-action than it is for the user to linger on the webpage. If the viewers know what they want to accomplish, just give them the opportunity; there’s no reason to force them to scroll helplessly through all of your graphics and text if they know they want to “Register/Download/Buy Now!” ## **2. Wording** We find that short, clear phrases are always best. A call-to-action button that says “Click to Find Out How YOU can Instantly Save up to 50 % Off of Your Car Insurance” is information overload. If your site has made it clear that you offer a significant savings on title insurance, all your call-to-action button needs to say is “Click to Learn More,” at the most. It’s also very important that the wording makes sense within the context of your service. Most people aren’t interested in “registering” for something when they aren’t assured that there’s some benefit to doing so. Who wants to get on some everlasting mailing list or possibly having personal information sold to third parties? Let your potential customers know exactly what they’re going to achieve by clicking on an icon, whether it’s “Add to Cart,” “Free Download” or “Hot Live Action.” That last phrase may not be entirely appropriate for your company, but we guarantee that it will get tons of hits from a certain male demographic. Also, the words “Free,” “Now,” and “Instant” are extremely inviting to potential customers. These are time tested power words that are proven to raise click through averages. Example: “Instant Free Money, Now!” Be honest; would you click on that button? Neither would we, so use them sparingly. Lastly, don’t make this mistake for your page optimization Your buttons should contain readable text via CSS3, don’t just use a simple image replacement. I know that we have said [SEO is dead](https://www.smashbrand.com/articles/seo-scams-to-watch-out-for/) but you still want to follow basic best practices. ## **3. Color** Like the design, the color of your call-to-action button must serve the overall design of the site while remaining conspicuous enough to catch the eye. While we don’t advocate the use of, say, plaid, you don’t want your call-to-action button to blend, chameleon-like, into the rest of the page. ## **4. Size.** Size matters. Stop the self pity, we’re talking about call-to-action buttons. You can’t click on what you can’t see (well, maybe you can, but it’s usually purely accidental and extremely annoying). Your call-to-action button needs to be large enough and readable enough to draw the eye to it instantly. You know how when an advertising window pops up and you desperately want to close it and continue to your intended destination but can’t because the “Close” button or “No thanks, proceed to site” icon is virtually undetectable? This clearly isn’t an accident, since the “Tell Me More” icon is large enough to develop its own ecosystem. Keep your call-to-action buttons large and in charge. We like to call them BFB’s. So, what have we learned today? We learned that if you want your call-to-action buttons actually to call people to action, they have to be noticeably large, well-phrased, and contain a clear, simple and meaningful call to action. It’s really as simple as that. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Branding 101 - The 4 Most Common Branding Mistakes.](https://www.smashbrand.com/articles/branding-101-the-4-most-common-branding-mistakes/) **Published:** September 18, 2013 **Author:** Kevin Smith **Content:** Here are some of the most common branding mistakes that spell doom for any product. Avoid these mistakes, and chances are you will build a strong brand. ## **1. Trying too hard to make your customers a part of your brand** The point of [branding is to differentiate your company and your product from the competition](https://www.smashbrand.com/articles/branding-vs-marketing-whats-the-difference/); that’s the basic way of looking at it. However, many large corporations have taken it upon themselves to create brand identities so all-consuming that the responsibility of promoting the brand is foisted upon the customer. This isn’t new; elite products and companies have existed since immemorial. However, during the Taft administration, the last time, it was truly acceptable to target your brand and product towards a specific demographic and deliberately alienate everyone else deemed unworthy. Nevertheless, after our struggles to create as much of an egalitarian society as practicable given our free market economy, we still have corporations targeting certain people and condemning others as not keeping with their branding strategy. We don’t want to name any names, but certain brands have made a point of wooing a certain class (and size) of a patron. It isn’t enough that a certain company’s line of athletic wear is outrageously overpriced; this organization only wants a certain type of person to be seen wearing it, and in so doing, makes an effort to create an inhospitable retail store environment for customers that do not meet the brand’s standard, according to former shop employees. Another popular retailer, occasionally in the news for manufacturing clothing that seems to endorse pedophilia, hires sales representatives based exclusively on looks and declares that their brand is solely for “cool, good-looking people.” Now, it isn’t a retailer’s responsibility to create products for every type of person, but are we, as consumers, going to allow corporations to create their kind of social aristocracy? ## **2. Creating a brand identity that has nothing to do with the products sold** Sometimes, a branding strategy involves creating an identity that addresses a heretofore-ignored population segment. The key to successfully doing this is maintaining the integrity of the product and company while not patronizing a potential customer base. For the most part, power tools are used by people who know how to build things. People who know how to build things want certain features, are looking for a particular level of quality, and want a product to help them build excellent and durable outdoor decks. The need for quality tools, let us stress, is genderless. Nevertheless, available for anyone to buy is what is called a “Pink Lady Power Drill.” This brand is, we imagine, meant to speak to the Paris Hiltons of the world, who might be interested in putting up some cabinets if only they could find a drill that had sufficient bling. Power tools aren’t cute, feisty, or fashionable – they are serious business that can seriously injure someone who doesn’t know how to use them appropriately. Should anyone whose first power tool criterion is that the tool is pink be allowed to own a power tool for the safety of the world in general? Maybe that’s for whom [overly obvious food labels were designed](https://www.smashbrand.com/articles/10-product-labeling-tips-you-wont-believe/). ## **3. Brand personalities created out of whole cloth** In high school, many misguided losers tried to create a persona to ensure our social acceptance and eventual popularity. More often than not, we succeeded in making ourselves look like idiots. Why? We tried so hard! We could not sustain the veil of coolness; our flawed and awkward personalities always burst through. Shame. It may be juvenile, but companies are guilty of this, too. There has been a far too big emphasis on “brand personality.” One of the most popular is the brand a humorist – Groupon, Zappos, and Eat24, to name a few. Of course, everyone likes to laugh, but creating a desperately funny brand character isn’t sustainable unless funny is what you’re selling. Would anyone really trust a whimsical orthopedic surgeon? Brand personality evolves. Once it’s known why a certain product is being used and who is using it, the brand personality can take shape ([and here’s what that looks like](https://www.smashbrand.com/articles/brand-message-who-is-your-daddy-and-what-does-he-do/)). The important thing is not to get married to an idea of what a brand is or isn’t – the public will make the final decision. ## **4. Thinking social media has all the answers.** Every company wants an online presence, but an extreme online presence can cost you dearly. What do we know about the cyber world? That it’s largely anonymous and filled with people who love to make Twitter and Facebook mischief. Even those mischief makers who aren’t hacking corporate accounts and spreading vicious rumors are monitoring your Twitter feed and pointing out every questionable or poorly thought-out turn of phrase, making your brand look callous, idiotic, or both. Heed the warning: the Internet can make any seemingly minor blip into a snafu that never entirely disappears. We’re not advocating abstinence here, just caution regarding your brand. And there you go, a few pointers for fixing branding mistakes. If you identify with one of these, it’s not too late; get up and fix it. Life doesn’t always give us second chances, but when it does, take the opportunity! ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Strategy --- ### [Summit Series moves next door to SmashBrand](https://www.smashbrand.com/articles/summit-series-moves-next-door-to-smashbrand/) **Published:** December 6, 2012 **Author:** Kevin Smith **Content:** There we were, a lonely team of design and tech guys frolicking in the crisp white powder and magisterial wilderness of Powder Mountain in Eden, Utah, when it was announced that Summit Series was building a 500-home village right-smack next door to us—the very first permanent resort in the US dedicated to the exchange of entrepreneurial ideas. Whoa. Imagine our sleepy little town suddenly awash with inventors, artists, technical savants, pants-suited nonprofit founders and Richard Branson, all happily sipping cocoa and possibly flying around with solar-powered jetpacks. It’s all too exciting to think about! [Welcome Summit Powder Mountain](https://summit.co/ "Summit Series Eden")! We love Powder Mountain, and we love the buzz and camaraderie of the start-up spirit. We were just beginning to miss all of the excitement of the meet-ups and idea-exchanging opportunities in California, so you can imagine how thrilled we are to have a huge playground of social, artistic and technological innovation right in our back yard. The idea behind the venture is to give Summit a 365-day-per-year home base. Sure, there will certainly be an exclusive resort, but the community that is built around it will be a kind of social experiment—sort of a NASA/Moulin Rouge/Algonquin Round Table utopia, only with conferences and pitch meetings. Summit Powder Mountain came to being through the purchase of fairly inexpensive land that was set for massive development in 2005 before the crash of the real estate market made that an empty dream. The majority of the funding came from the sale of plots of land to wealthy investors looking to build vacation homes. The ski resort, the startup investments and the hosting of conferences will likely bring in enough revenue to make the endeavor a profitable enterprise. Previous [Summit Series conferences](https://summit.co/ "Summit Series Conferences") have been legendarily and conspicuously luxurious and star-studded, all the while raising millions of dollars for modest start-ups and nonprofit organizations. The idea was born of the desire to corral a group of successful business men and women into a conference room so they could talk about their successes and failures to young entrepreneurs who have great ideas but no framework for practical application. Notable speakers have been Mark Cuban, Russel Simmons, Bill Clinton and Ted Turner. We cannot wait to see what the new ‘hood‘ will look like, and we look forward to possibly being a part of a community bursting with exciting and fresh technical, cultural and social ideas. We work hard. We play hard. We conference hard. And now we’ll welcome Summit Powder Mountain. ## Data-Driven Brand Development Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Hand-Lettered Logo Design: Should we Ditch the Software?](https://www.smashbrand.com/articles/hand-lettered-logo-design-should-we-ditch-the-software/) **Published:** January 17, 2016 **Author:** Kevin Smith **Content:** ***Everything old is new again! Hand-lettering is swimming against the stream.*** Has the culture run out of ideas? Are we just endlessly recycling old styles, old music, [old movies](https://time.com/3852867/uncle-buck-abc/ "old movies"), and old TV shows because we don’t have a single innovative concept, or anything interesting to say? We don’t want to blame digital communications, but it feels like the world came up with more interesting trends back before we spent all day tweeting. We’re only kidding. Mostly. We’re definitely not the type of old fossils that believe that all style and design took a turn for the lame in the past few decades. We appreciate forward-thinking; we like being excited by newness and creativity. But sometimes what seems new and unique is [actually quite old](https://www.etonline.com/music/160283_madonna_says_lady_gaga_ripped_off_her_song_in_rolling_stone), and much of the time, we don’t even realize it. Since our memories are so short-term, we might be able to get away with passing something incredibly old off as something thoroughly game-changing. Something like… hand-drawing logos. Ha, ha! No one alive is old enough to remember when anyone actually did that! ## Going backwards to move forwards. In this case, hand-lettering is quite obviously an old art form; we’ve been doing it considerably longer than we’ve been messing with Adobe programs. But at the same time, we’ve been relying upon prefabrication and templates and digital designs for so long that actual hand drawings seem more than just quaint; they’re [almost revolutionary](http://www.visualnews.com/2015/04/17/what-if-major-brand-logos-were-hand-lettered/). Every brand logo will eventually need rejuvenation. Consumers will inevitably experience fatigue when they’re exposed to the same design avalanche for too long, and your revenue could suffer. While logo design could be needed if your market response has stagnated, it might only the first step to a necessary [branding refresh](https://www.smashbrand.com/work/#brand). Naturally, you are going to need to determine what your target consumers find attractive through considerable market research, but incorporating an unpretentious design concept into your overall aesthetic could be a comforting change. ## Will your brand support something hand-drawn? It probably will. To use an extremely clichéd phrase – think outside the box. It’s all a matter of execution. We realize that you’ve probably seen horribly designed logos that were meant to appear handwritten, but we certainly don’t want to encourage you to take on the aesthetic of a third-tier cosmetics company. Just like any design concept, there are horrible examples as well as fantastic examples. We only endorse the fantastic. What is your brand identity? Chances are, a well-realized, hand-drawn logo design will help you to communicate it. Hand-drawn, folksy graphics aren’t just for premium chocolates and artisanal cheeses. Think about how having a human touch might benefit your brand if your business – let’s say you’re an investment firm – relies upon trust and one-on-one interaction. Practically every financial institution has a blocky, dark, aggressively grown-up, and stolid badge strategy. Clearly, such organizations want to give their clients the impression of rock-solidity. But what these strategies don’t really offer a huge amount of warmth. It would be extremely interesting to see a bank brand logo that incorporated a personal element. Now, just because something is lettered by hand doesn’t mean it has to be fussy; it can be bold and aggressive, too. When it comes to your logo design, you might be tempted to use a hideous, crowd-sourced design firm, or some software you’ve been messing with, but we’d like to encourage you to think about what a unique hand-drawn aesthetic might add to your badge and to your brand. Since we seem to be moving ever-so-slightly away from the flat design trend of a couple of years ago, it might be time for something just a tinge more baroque. Something earthy. Something that looks as though it was produced by a human being and not our android overlords. **Categories:** Design, More --- ### [Deck the Website Halls](https://www.smashbrand.com/articles/deck-the-website-halls/) **Published:** December 23, 2014 **Author:** Kevin Smith **Content:** ***How to make the most of the holiday rush and making sure your target market doesn’t forget (or get annoyed at) you.*** Many businesses, especially in the retail sector, like to decorate in the spirit of whatever season it is, and with good reason: to drive holiday sales. This is why you see stores with Christmas decorations when it is still technically summer. Websites, too, can get into the act, and with a little advance planning and the proper tools, changing your site design for the holidays (and changing it back afterwards) can be a snap. Here are some tips for decorating your site for the holidays: ## Style Sheets and Content Management Using cascading style sheets (CSSs) makes it easy to update the color scheme of your site to match the season. If you want certain page elements to be pink and red for Valentine’s, shades of green for St. Patrick’s Day, and black for Black Friday, you can have versions of your CSS files for each. All you need to do is modify the site to point to the right one at the right time. (Make sure you test a development version of the site with each new color scheme and especially be on the lookout for poor font/background combinations. Yellow text on a red background works really well; yellow on white, is pretty much unreadable.) This also points out one of the [advantages of a content management system (CMS)](https://www.smashbrand.com/articles/modx-versus-wordpress/). With a CMS, your content files and CSS files can be kept in a database, and different content can be pushed out to the live site at different times. Your “Columbus Day Specials” banner can be kept in CMS storage and pushed out every year. Graphical elements can be managed in this way as well; on November 1 you can easily pop out the jack o’ lantern image on your home page and pop in the Thanksgiving turkey dressed like a Pilgrim. (Have you ever seen a real turkey dressed like a Pilgrim? Didn’t think so.) By simply substituting graphical and text elements, you can update your site design for the holidays without undergoing a complete site redesign every few weeks. ## Content Considerations Among the things you will want to consider emphasizing when you are making your holiday website design changes: **Keep visitors informed of seasonal business changes.** If you have a brick-and-mortar retail outlet or a customer service department with special holiday hours, this is good information to have on your website. There are few ways to lose customers faster than having them come by according to your regular store hours, only to find you’re closed because of your different holiday hours. If your returns policy changes during the holidays, this is something your web visitors will want to know too. Similarly, if you ship products to customers, remind them to shop early because of the delays most carriers see during the high-volume holiday crunch time. Carriers will typically inform you of changes in expected service times; this information should be passed on to your customers. **Be mindful of inclusiveness.** Not everyone celebrates Christmas, or Hanukah, or Ramadan, or Kwanzaa, or Groundhog Day. Know your customer base and what holidays they are likely to celebrate, and use this information to guide your decoration strategy. **Don’t forget to switch back.** Nothing says “incompetent” like advertising a “Fourth of July Blowout Sale” in August. (Unless you mean *next* Fourth of July; see reference to “rushing the season” at the beginning of this blog.) Whatever the holiday season (or seasons) you choose to emphasize on your website, you should be able to do so with a minimum of fuss. Following these tips will simplify the tasks of changing your site design for the holidays and keeping your customers happy with the right content updates. **Categories:** Design, More --- ### [Design School vs Work Experience.](https://www.smashbrand.com/articles/design-school-vs-work-experience/) **Published:** May 11, 2013 **Author:** Kevin Smith **Content:** Society is simply more comfortable when their surgeons, aerospace engineers and library scientists have earned a degree from an accredited university. However, work experience has value, too, and it’s certainly possible to learn valuable techniques from observation and association. If you were trapped on a desert island and found you suddenly experienced a brain hemorrhage and the only other castaway was the janitor from a neurological surgery clinic, would you feel major reservations about giving him a sharpened stick and setting him to work? Hell yes you would. We’re kidding, naturally. There are certain things you learn in an academic environment that you simply can’t absorb just from being surrounded by the workplace. Of course, this certainly doesn’t mean that you emerge from your degree program fully formed and ready to tackle any job or project; you get the foundation and the framework from school, work experience gives you the stucco and window treatments. We feel that having a mix of both is what can truly make you destined for greatness. ## **Argument for School: History** When dealing with clients (and yes, that is one of the two main differences between being a graphic designer and an artist), you have to have a fairly detailed knowledge of the works of other graphic designers. This means studying campaigns from the past thirty years or so to determine what worked, what didn’t and why. Now, you can do this on your own, but being in a classroom setting surrounded by people with different ideas will give you a far more balanced and well-rounded perception of other works. Even if your classmates have no ideas and nothing of value to contribute, you can still flex your mental muscles by articulately and elaborately shooting down their misguided concepts. Believe us, it’s great practice for consulting with clients who insist upon making everything vaguely “edgy.” When you work for a firm, rarely does someone have both the time or the desire to help you learn. There is no safe place for trying new things and making mistakes; you have to know what you’re doing, and you have to exude the kind of confidence that tells your [clients that they are in safe and knowledgeable hands](https://www.smashbrand.com/articles/8-reasons-clients-wont-hire-you-again/). Of course, you can naturally have that kind of attitude and charm yourself into developing a long list of clients, but something else you can gain from academia that you might not already possess will help you keep them, and that’s… ## **Argument for School: Scope** Many people with a natural artistic bent find it difficult to go to school to help them develop their talent because school forces them out of their comfort zones. You might do one thing really well, but you’re going to have to master many other disciplines before you can call yourself a designer. While you might have your own strength, vision and aesthetic that pleases you, your one dragon-tattoo based concept ain’t gonna fly for a client who wants a print campaign for her obstetrics clinic. Even if you somehow managed to attract a series of clients that all have very similar marketing and packaging design strategies for which your natural gifts would be perfect, your concepts have to be diverse enough to make your final works seem completely tailored to the client’s needs, rather than something that can be recognized as “your style.” You’re selling your client’s products and services to the public, not your own flair. ## **Argument for Work: Customer Service** It is very possible to get bogged down by the self-importance of artistry while you are in school. A scholastic environment is more naturally merit based than a corporate environment, in the sense that the students with the most talent and the best work ethic succeed. Not so in the real world, where glad-handing, ego-stroking, fake belly laughs and sales make careers, not necessarily artistic flair. Wow, we sound like embittered old insurance salesmen, don’t we? Even though you have to have an artistic temperament for graphic design, your main focus in the work environment is Always Be Closing. That’s right – the amount of salesmanship is breathtaking. Not only do you have to sell your own work to close your contract with your client, you have to then sell the client’s product (the second of the two main differences in being an artist and a graphic designer) in such a way that the client is not only satisfied with the response of the campaign, but with the campaign itself and with your work overall. This is one tricky skill. Obviously, not every school is fantastic and comprehensive, just like not every work environment will supply you with valuable teaching moments. In order to help you become the fully formed graphic designer you so clearly desire to be, you are going to need every available tool; some only come from school and some only come from work. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [How to Reach Senior Shoppers with Packaging Design](https://www.smashbrand.com/articles/how-to-reach-senior-shoppers-with-packaging-design/) **Published:** July 31, 2017 **Author:** Kevin Smith **Content:** Businesses that want to engage senior shoppers must understand their priorities—and how they differ from their Millennial counterparts. When marketers develop strategies, they often target the highly-desirable Millennial population. And while it’s true the spending power of Millennials is growing every day, there’s plenty of competition vying for their attention. Instead, savvy brands can take a different approach to their marketing by reaching out to a less glamorous but highly profitable market: seniors. ## Why Seniors? Seniors (loosely defined here as those aged 60+) may not seem like a lucrative audience, but according to Libby Costin, VP of Global Marketing at processing and packaging firm Tetra Pak, businesses shouldn’t underestimate the impact of seniors on the consumer market: “\[Seniors\] have more disposable income than previous generations, and are poised to become one of the most important consumer groups over the next decade with a total spending power of US$10 trillion by 2020.” Businesses wanting to reach these older consumers need to examine their motivations and understand what sets them apart from their younger counterparts. ## Motivators of Shopping Behavior According to a whitepaper on Millennial marketing, Millennial spending is influenced by several needs: – The need for connectivity – A hunger for new experiences – Social interaction and digital integrations – Compare this with the shopping habits of seniors: – Seniors shop more frequently across a wider range of products – Seniors are loyal to brands they like and are less likely to switch around – Seniors value simplicity – they shop closer to home and at smaller stores – Clearly, packaging directed towards seniors will be cut from a different cloth than packaging designed for Millennials. ## Simplicity Seniors will be less interested in flashy labels and complicated products than Millennials. Packaging design for seniors should be based around simplicity. Don’t overload the label with information, and don’t bother innovating clever packaging styles that would look better in an art gallery than a grocery store shelf. Seniors won’t respond to it. ## Familiarity Senior shoppers tend to be more brand-loyal than Millennials and are less likely to experiment with new brands after they find one they like. With this in mind, brands marketing to seniors should keep their packaging consistent over time. Dramatic design overhauls tend to confuse consumers and make them believe the product inside has changed. Find a style that works with your brand and stick with it. ## Comfort Preferences aside, the physical abilities of seniors must be taken into account as well. Packaging for seniors should be easy to hold, easy to open, and easy to close. Many seniors struggle with a loss of strength or arthritis issues, and won’t waste time with products that they can’t handle. Keep the label text clear and use large font, if possible. Given enough time, loss of vision quality happens to all of us, and nothing frustrates a consumer more than being unable to read what it is he’s buying. ## Reaching Senior Shoppers Generally, packaging for seniors doesn’t need to be dramatically different than packaging for other markets, but brands hoping to cash in on their increasing spending power must make sure their products are tailored to their needs. **Categories:** Design --- ### [Why We Don’t Do Spec Work](https://www.smashbrand.com/articles/why-we-dont-do-spec-work/) **Published:** April 17, 2017 **Author:** Kevin Smith **Content:** *They say there’s no such thing as a free lunch – and when all aspects of spec work are considered, we’re inclined to agree.* Speculative work – or work done for free before terms are agreed upon– is still prevalent in many design, advertising, and communication industries. Spec work is a controversial hydra of a concept, appearing with multiple heads that pop up over and over: – Unpaid work done to prove an agency’s quality to a prospective client – Competitions wherein one prize is awarded among multiple (read: hundreds) of applicants – Volunteer or pro bono work done for public benefit – Internships or other educational roles Now, when we say spec projects, we’re mainly referring to the first point: Unpaid work done in hopes of winning a client over. This is one of its most problematic forms, and has regrettably been recognized as an acceptable business practice when working with visual communication. Got to give those wacky creative types a once over before making an investment, right? But are spec projects actually beneficial to the clients receiving them? We argue no — which is exactly why we don’t do spec work. #### **Spec Is a Flawed Concept** On paper it sounds great for clients, but it’s an antiquated idea that doesn’t hold up to logical scrutiny. (Incidentally, the official position of [the American Institute of Graphic Arts](https://www.aiga.org/resources) – the premier association for professional designers – is strongly against spec work for many reasons.) Imagine contacting a plumber and saying “Look, I see you’re skilled at fixing pipes, but *our* pipes are different. Come on over, fix one, and if we like it we’ll talk about a contract.” You’d get whacked with a plunger for even suggesting it! Nobody in skilled trades work on spec, so why do we hold our creative professionals to a different standard? Spec work is sought out because clients think it’s a cost-effective way to receive a variety of creative options, but these benefits aren’t all they’re cracked up to be—if, indeed, they exist at all. #### **Where’s the Collaboration?** As any business owner familiar with outsourcing will attest, [collaboration is necessary for quality outcomes](https://www.smashbrand.com/work/). The creative process takes time, with plenty of back-and-forth between client and many hours of pre-design research and fine tuning to produce something of that is “on-brand”. **Speculative work, by its nature, is a one-way, one-time process.** Agency’s are forced to sweat out their creative talents for free, often with nothing more than a minimal design brief to guide them along the way. These ingredients bubble together into the unspectacular smokescreen of spec work, producing a product that’s usually substandard and a poor reflection of the agency’s true talents. Groundbreaking does not happen with spec work and clients usually end up hiring the best of the worst that actually engage the spec work RFP’s. #### **Where’s the Trust?** One of the more sinister aspects of spec work is the lack of trust inherent to its use. [Trust is essential to all working relationships](https://www.smashbrand.com/articles/making-your-brand-human-again/), particularly when creative design is the goal. **Spec requests tell designers off the bat that their on-site qualifications, portfolios, and customer testimonials aren’t enough** and that they have to further prove themselves by generating unpaid examples of client-specific work. #### **You Have to Give to Get** At the end of the day it hurts both parties involved. The old saying “you get out what you put in” applies to the creative process both from a designer and from a client perspective: **Asking for free work generates a project worthy of the cost**. However, when clients and designers research each other, communicate, and respect each other’s abilities, businesses can build strategic partnerships with plenty of value to share. **Categories:** Strategy, Design --- ### [4 Ideas for Barcode Labels You Haven't Thought Of.](https://www.smashbrand.com/articles/4-ideas-for-barcode-labels-you-havent-thought-of/) **Published:** February 16, 2014 **Author:** Kevin Smith **Content:** No component of standard product packaging is as ubiquitous as those stripy black-and-white boxes we call barcodes. Not only are they irritating everywhere, but they’re also incredibly boring. Slapped onto every product and designed to speed up the checkout process at the point of sale, barcodes are both familiar and tiresome. There’s no getting around barcodes; we definitely need them. ## Making the Best of a Bad Barcode As package designers, it irks us that we’re forced to accept this plain vanilla nonsense on our fancy end product. After designing a visually interesting, consumer-stimulating masterpiece, it hurts us in our creative cores to add the standard run-of-the-mill barcode labels that are undeniably necessary for efficient checkout and inventory. Well, we’ve had it with boring black-and-white boxes. We demand creativity across the entire package design process, and barcode labels are no longer exempt. The valuable real estate occupied by barcodes should be part of a cohesive concept; it’s against our design dogma to allow for this totally wasted marketing opportunity! We’re taking a page from Nancy Regan (never thought we’d say that, did you?): say “no” to boring barcodes. Here are some great ideas for creative barcode designs that might get the customers to check out the barcode first. ## 1. Barcodes as Collectors’ Items Is there any more enduring marketing method than collectible commerce? Have you ever gawked at the lengths some people will go to in order to get their hands on that rare, mint-condition Beanie Baby? What if consumers chased after your products because of limited edition barcodes introduced in a series of must-have designs? What if consumers were lining up outside retailers to get their hands on the latest Whosit or Whatsit bearing the oh-so-rare barcode label they haven’t yet added to their collections? We see exciting potential for creating consumer demand built entirely around the once-lowly barcode. ## 2. Barcodes as Design Elements Among the many virtues of Japanese design aesthetics is a penchant for incorporating artistic barcodes into product packaging. These examples of [inventive barcode labels](https://www.darkroastedblend.com/2008/04/japanese-creative-barcodes.html) from Japanese packaging designers are clever without being arbitrary and are seamlessly integrated into the fuller packaging layout. We vote for hijacking this brilliant concept and bringing it stateside in the near future. ## 3. Barcode Branding While package designers focus on smaller scale elements of design, what about the branding potential of this [barcode building](http://englishrussia.com/2006/11/06/bar-code-building/)? Sure, it’s a little boxy (Eastern bloc-y, you might say… er, sorry…) but it definitely got our designer brains thinking outside the box. The branding possibilities drum up visions of fascinating barcode designs into other elements of a product’s branding: barcodes on t-shirts, bumper stickers, and reusable shopping bags, to name a few. Think about new ways to work those basic, burdensome blocks of lines into marketing and branding initiatives. ## 4. Thematic Barcodes What if companies actually integrated elements of their brands into the design of their barcode labels? Imagine financial products with barcodes shaped like the Federal Reserve and columns built from barcode lines. What if Crayola created theirs in the shape of boxes bursting with barcode-line crayons? Themed packaging that extends even to barcodes is a small step to take, yet it adds a disproportionately awesome touch of class. ## Think Big. Barcode-Big. Once you start thinking about barcodes as design elements rather than a necessary evil, squeezing some fun into them is not hard. By sticking with the basics, companies are missing valuable marketing tie-ins and the opportunity to get creative about their branding. Ditch the dull barcode labels of yore, and let’s all evolve instead to a more inventive package design that’s blissfully unencumbered by obligatory, old-school unoriginality. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [What Does the New Normal Look Like for Packaging Design in a Post-COVID World?](https://www.smashbrand.com/articles/what-does-the-new-normal-look-like-for-packaging-design-in-a-post-covid-world/) **Published:** November 2, 2020 **Author:** Kevin Smith **Content:** COVID-19 is reshaping [packaging trends](https://www.smashbrand.com/articles/packaging-design-trends/) we’ve taken for granted across all aspects of our lives. Packaging design is no exception. We’re seeing mainstream behavioral shifts sure to affect the packaging landscape for years to come, and as is so often stated with pandemic discussions, the packaging industry won’t be returning to normal. Instead, we’re transitioning to a new normal with new priorities for a post-COVID era. ## Sustainability as a packaging priority. Sustainable packaging design has moved in and out of vogue over the years, but in light of the pandemic, we expect to see an uptick in sustainability as a key differentiator. Part of this will be done to help manage the less-than-helpful behavioral changes consumers undertake to keep themselves safe. For example, we’re seeing a rise in [plastic bag usage at grocery checkouts](https://unctad.org/news/environmental-impacts-coronavirus-crisis-challenges-ahead) as consumers opt away from reusable bags, as well as an increase in single-use plastics. Consumer packaged goods (CPG) manufacturers will have a role to play in these trends. Chiefly, the aim will be to push for more sustainability in packaging design across the board: - Increased recyclability in packaging products - Selection of new packaging substrates and materials to support reusability and recyclability - Elimination of unnecessary packaging layers and materials These changes may take the form of new types of packaging designs or moderate changes to existing designs that help reduce waste. Certain types of multi-layered packaging, for example, could be pared down to a more minimal approach without sacrificing product safety. Manufacturers could also make it easier for consumers to separate out multi-substrate packaging to support recyclability of some component parts. While pandemic-related shutdowns had a positive impact on global greenhouse gas emissions, those changes are quickly returning to the status quo. And when they return in full, manufacturers will be set to take charge and help offset the longer-term environmental impacts of the pandemic. ## Hygiene-centric design. The pandemic has brought personal hygiene into sharp focus, from increased hand washing to the purchase of hand sanitizers to [disinfection of products](https://news.llu.edu/research/coronavirus-and-reusable-grocery-bags-use-them-or-pitch-them) we bring through our front doors. This awareness of hygiene is set to continue throughout the pandemic and beyond—particularly given [recent research](https://www.foodpackagingforum.org/coronavirus-and-packaging) showing that **the novel coronavirus can survive for up to 28 days on glass, steel, and paper/polymer banknotes**. As such, we may see an uptick in single-use packaging options, particularly for food/beverage products. Of course, switching to single-use packaging isn’t a catch-all solution, if for no other reason than the environmental issues this presents, so CPG manufacturers need to get creative here. We’re seeing manufacturers redesign packaging elements to reduce exposed surfaces and eliminate the need for consumers to come into direct contact with particular products. For example, companies are leveraging peel-off plastic films to protect product surfaces meant to come into contact with a consumer’s mouth. This option, while increasing plastic output, provides an important layer of protection against germ spread. As time goes on, we hope that manufacturers will develop innovative solutions in this regard that balance consumer hygiene with sustainability. ## The e-commerce boom. Another element of post-COVID packaging design that must be addressed is the rise of eCommerce. Given how many quarantine, shelter-in-place, and safer-at-home orders have been issued across the world, it’s clear that online shopping and direct-to-consumer delivery is the order of the day. Companies like Amazon [have done quite well during the pandemic](https://www.theverge.com/2020/7/30/21348368/amazon-q2-2020-earnings-covid-19-coronavirus-jeff-bezos), and the boom won’t stop any time soon. [Various consumer spending studies](https://www.bigcommerce.com/blog/covid-19-ecommerce/#changes-in-revenue-across-ecommerce) have shown a **10-30% increase in eCommerce spending** across the board, while others note that certain product categories—such as [health-related CPGs](https://www.smashbrand.com/articles/packaging-design-for-health-and-wellness-products-in-a-covid-19-world/)—**are up by nearly 300%.** Manufacturers should consider how their existing packaging models integrate in an increasingly eCommerce-focused world. Certain designs meant to maximize shelf appeal and provide tactile feedback may lose ground in favor of lightweight designs, small package sizes, and packaging that can be tightly bundled and shipped. Of course, price will remain a key differentiator here, as it always has in eCommerce, but don’t expect the consumer hunger for digital distribution to slow any time soon. As long as the pandemic remains a public health concern, people will support purchase options that let them avoid in-person contact. It’s no secret that [substantial numbers of U.S. consumers](https://www.statista.com/statistics/1111366/coronavirus-impact-on-shopping-behavior-us/) have altered their shopping habits to accommodate these trends, and manufacturers will need to follow suit. As eCommerce distribution becomes even more ingrained in our day-to-day lives, it will be vital for manufacturers to come up with cost-effective ways to deliver those products safely, efficiently, and in ways that preserve the customer journey. ## Rethinking modern packaging design. Despite the drastic changes occurring in the packaging world, several elements remain consistent. Product costs and performance are as important as they’ve ever been, and manufacturers bear the burden of adapting to consumer preferences, whatever they may be. But industry changes are already here, and companies that want to stay competitive don’t have time to delay. In fact, many of these sweeping changes could actually help companies manage the economic declines brought on by the pandemic. When CPG manufacturers adopt a safety-first mentality that meets consumers’ needs, it gives them confidence for the future. And while none of us can predict what’s around the corner, that type of consumer confidence can be a big motivator for economic growth—both for buyers and the retailers who support them. For more insights into the future of packaging design or for a brief consultation on a new project you may be considering, [contact us at SmashBrand](https://www.smashbrand.com/contact-us/). **Categories:** Design --- ### [Case Study: 3 Packaging Lessons from the Olympics.](https://www.smashbrand.com/articles/3-packaging-lessons-from-the-olympics/) **Published:** March 10, 2014 **Author:** Kevin Smith **Content:** It makes perfect sense that certain brands’ packaging designs have capitalized upon the 2014 Winter Olympic Games. Clearly, bottled sports drinks, health foods and athletic equipment will probably experience a sales spike as consumers become enthusiastic about sports and fitness, but some products have nothing whatsoever to do with health or athletic performance that are nonetheless capitalizing upon the nation’s Olympic fever. We’re waiting for a brand of Olympics whiskey for the bitter athlete whose dreams of glory have been, and will remain, unrealized. The Olympics aren’t the only major occasions that merit packaging design consideration; certainly, holidays and even regional events could and should be highlighted to maintain relevance. The Olympic Games have taught us that no matter what type of product you’re selling, it can benefit from acknowledging specific cultural events. However, how do we know that our packaging design makes the most of the opportunity? Here are three ways to ensure our concepts take flight, beat our best scores and wind up on the package design podium. ## 1. Link the product to the event. Think of ways to make your product appropriate to the event you wish to celebrate – customers are very savvy regarding branding opportunities. You could try to mash your line of anti-wrinkle creams into the nation’s mania for speed skating, but it is a bit of a hard sell, since one has precious little to do with the other. You’d be better off trying figure skating, since although the athletes appear to be teenagers, we have it on good authority that their average age is 47. ## 2. Think outside the box. To use the Olympics logo on your product, you must be an actual Olympics sponsor and jump through countless licensing hoops. However, there are creative ways to suggest The Olympics without explicitly stating it. Dos Equis, the beer brand endorsed by our close personal friend and parachuting instructor, [“The Most Interesting Man in the World,”](http://adage.com/article/behind-the-work/story-dos-equis-interesting-man-world/233112/) came up with a campaign that definitely calls the Winter Olympics to mind while never using actual Olympic athletes or trademarked Olympics symbology. Numerous events can be implied in the packaging design but never explicitly stated. For example, the Christmas season is an enormous marketing opportunity, but consumers of non-Christian faiths favor some brands. These brands might negotiate the associations of the winter season while steering clear of direct Christmas or religious-themed iconography. Even if you aren’t endorsing a particular cultural phenomenon, you can use related stories to recall (or, more cynically, capitalize on) the event. The furor over Russia’s anti-gay laws has led many brands to market directly to the LGBT community very effectively. ## 3. Consider how the event might have changed the consumer’s needs. With every Olympics season comes a mania for engaging in sports and athletics, and with this mania comes a change (albeit temporary in most cases) in lifestyle and how a customer might use your product. If you think there could be opportunities for your product to be used outdoors, before, during or immediately after a workout or as a result of becoming fitter, think about appropriate packaging modifications. The same goes for packaging for other special occasions, like large county fairs, red-carpet events or community fundraisers. Could your product package be modified for gift-giving purposes or for prestige occasions? Maybe you could offer a version of your sunscreen or moisturizer that would be useful for carrying around at an amusement park or charity fun walk. Yes, the Olympics unite the nation in cheering respected and hard working athletes as they strive for dominance in their fields, but they also provide fantastic opportunities for increased revenue. Nevertheless, you don’t have to wait for the next Olympics to begin thinking about event packaging design opportunities; your product might be suited to dozens of local and national events. However, research the event, and research it well. “Official ergonomic keyboard of Burning Man” probably won’t fly. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [4 Ways Packaging Can Make Your Consumers Happy](https://www.smashbrand.com/articles/4-ways-packaging-can-make-your-consumers-happy/) **Published:** August 29, 2016 **Author:** Kevin Smith **Content:** ***Consumers despise change, except when it’s good and especially when it’s not. With so much indecision, it’s tough to know when packaging innovation will be welcomed. Here are four ways to keep consumers happy and coming back for more via packaging design.*** When it comes to packaging, innovation is key. It’s not enough to simply showcase your product; you must demonstrate what makes your product better than the dozen others on the shelf. If your product has mega brand recognition with a cult following, such as Pepsi or Campbell’s, the hard work is already done for you. However, less popular brands can still utilize several techniques to set themselves apart. MeadWestvaco Corporation, a big player in the packaging industry, recently released its third annual report on [the preferences of consumers related to packaging and product satisfaction](https://www.packagingstrategies.com/). It indicated that slightly more than 10 percent of consumers are completely satisfied with brand packaging, creating an opportunity for new brands to lead the way with innovation and new functionality. ## 1) Package With Purpose A growing trend in the packaging game is creating built-in functions in the packaging that consumers can easily utilize: an easy-pour spout on the side that eliminates the need to tear open the carton; yogurt cups that have bags of granola included in the packaging; or condiment bottles with lids at the bottom. Functional packaging demonstrates a brand’s understanding of the needs of its consumers; it knows how its consumers are using their products and wants to make the experience better. Utilizing creative packaging that speaks to your consumers can create a relationship that will keep them coming back time after time. ## 2) Size Matters Despite what the big box chains that sell in bulk will tell you, [bigger isn’t always better](https://www.smashbrand.com/articles/3-tips-for-designing-packaging-for-smaller-spaces/). Consumer needs vary from person to person, and the size of the packaging definitely has an impact on who’s going to purchase it. Smart brands will recognize the needs of their consumers and tailor their packaging to meet those needs, whether it’s to change the size or alter the shape. As our society shifts toward a faster-paced, more health-conscious dynamic, a demand has been created for smaller portions of our favorite products that are easy to take on the go. Soft drink companies recognized this and adapted their packaging, creating smaller cans of soda consumers are actually willing to pay [more money](https://time.com/nextadvisor/) for. Imagine: customers willing to pay more money for less product. That’s the power of packaging at work. ## 3) Aesthetic Appeal Of course, even if a product is functional and appropriately sized for our needs, it might not be enough to catch our eye. As consumers, we like a product to *look* appealing as well. This idea is encapsulated in Mrs. Butterworth syrup bottles. While the product is similar to other syrups out there, the iconic, woman-shaped packaging gives the brand an identity that stands out. Coca-Cola does a good job of this as well, with its simple red-and-white can that proves product packaging doesn’t need to be complicated to be aesthetically pleasing. ## 4) Packaging Effectiveness It’s one thing to have packaging that looks nice or has handy features that make it easier to use, but businesses should be wary of including these features just because they think consumers want them. At the end of the day, overall packaging effectiveness is what stands out as the most important factor when making packaging choices. Effectiveness in packaging includes several aspects, including how the functions support the product, how tailored the graphics and packaging are to your target demographic, and how innovation is used not only to be different, but to [create an identity](https://www.smashbrand.com/articles/4-ways-to-add-a-little-uniqueness-to-your-product-labels/) that stands out. All of these factors work together to create an experience that leaves your customers wondering how they ever did without your product. When customers like a brand, they tend to behave in ways that are beneficial to that brand. They’ll purchase other products; they’ll go out of their way to pick the brand they like (even if it’s not readily available); and they’ll tease their friends who chose the supposedly inferior competitor. Packaging isn’t just about selling a product; it’s about creating loyalty. When your product has loyal fans who will defend their favorite brand, you’ll know your marketing is doing something right. **Categories:** Design --- ### [A Guide To Understanding The Multi-Sensory Label.](https://www.smashbrand.com/articles/the-multi-sensory-label/) **Published:** July 21, 2013 **Author:** Kevin Smith **Content:** The next time you pop in a DVD or Blue-ray, prepare yourself for the fact that you may, independently of your own free will, march over to Domino’s and demand an armload of pizzas, bread bites and Cinna Stix to enjoy during your movie before gently collapsing into a diabetic coma. We’re kidding, obviously (you’ll surely get at least one order of wings). But Domino’s restaurants in Brazil have nonetheless developed an ingenious marketing tool wherein DVDs have been inked with a type of scented varnish that wafts the smell of pizza once the DVD has been played, heated up and ejected. “Wow, ‘Terminator 2’ was a searing indictment of the future of technology and its gross…hey, anyone for cheesy bread?” This olfactory device is currently only being used in Brazil, and isn’t a part of the United States Domino’s headquarters’ strategy. However, seeing as there are more senses besides the sense of sight, this makes us wonder if there are any alternative sensory marketing targets that have been heretofore unexplored? Why stop at the five physical senses? Will companies discover how to harness telekinesis into their marketing solutions? Can they carry bags of Doritos from the shelves and into our unsuspecting purses? The only problem with the use of alternate sensory devices is the possibility that the consumer could view it as an annoying sensory assault. We’ll discuss how engaging a customer’s sense of smell, hearing and/or touch could be an interesting and effective technique, and under what circumstances it could be a big, fat failure. ## The Sense of Smell The sense of smell is something that has been exploited by bakeries and restaurants for generations; diners will fry bacon and onions before opening their doors for no reason other than to create the appetite-stimulating and customer-attracting smell of frying bacon and onions. However, except for [perfumes](https://www.smashbrand.com/articles/perfume-packaging-design/), smell isn’t something that is widely used for large-scale advertising purposes. And, to be perfectly honest, we could do without perfume samples in magazines, since multiple colognes and perfumes always cleave together to form a headache-inducing, noxious plume of industrial scent that causes us to wrap the offending mag in plastic and throw it away outside. Pleasant smells, however, can influence behavior in a positive way. What if cosmetics or hair care product packages were to incorporate a subtle scent of whatever fruity ingredient contained in the formula onto the label? Certainly the scent of orange, lemon, cinnamon or vanilla would be enticing, provided the smell is very subtle (almost subliminal and only detectible if the product is handled) and was derived from natural oils and not synthetic fragrances, which many customers find irritating. ## The Sense of Hearing This is a tricky one. We’re going to go ahead and discourage the use of music and sound effects on websites, since they’re intensely annoying and only cause the customer you’re trying to impress to mute your marketing solution immediately. However, there is a new technology that takes the [bar/QR code](https://www.smashbrand.com/articles/your-qr-codes-on-packaging-are-making-us-qq/) and embeds sound, so that once the customer scans the bar on the label with the appropriate device, the customer can then use that device to listen to product details being read. This might be something useful to a company whose customer base almost exclusively consists of the sort of people inclined to use apps that scan codes. ## The Sense of Touch The sense of touch isn’t something most marketing executives consider a huge draw; customers don’t go around feeling labels and packages to find the most luxuriously textured exterior. However, companies that sell luxury items might explore the possibility of an enticingly textured label. “Lenny” from “Of Mice and Men” would certainly approve. And then there’s Braille, which could introduce your product to an entirely new market. So, what have we learned today? We learned that Domino’s pizza wants to render your Glade Plug-In completely useless. We learned that using alternative sensory marketing is extremely difficult, which is why almost no one bothers to do it. We learned that the only tactile label marketing strategy that made you pause and think, “hmmm, that’s not a bad idea,” was the one that uses Braille. Finally, we learned that we are nearing an age when we will no longer be able to recognize a product with just our eyes, and will be forced to use an app to tell us if we’re buying a bottle of water or industrial bathroom cleaner. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [How to Smack Down Floating Web Design Elements Before They Breed](https://www.smashbrand.com/articles/how-to-smack-down-floating-web-design-elements-before-they-breed/) **Published:** September 11, 2014 **Author:** Michael Keplinger **Content:** Remember books and magazines? Of course you don’t (what were we thinking?). Anyway, back in the olden days of late 20th and early 21st century, when we wanted to glean information from a published source, we had to turn to books and periodicals. Anyway, sometimes, these books and periodicals were printed cheaply and shoddily, with much of the text having been buried in the margins where the materials were bound. We would have to crack the binding by bending the book backwards in order to read the hidden content, and risk being fined by our school libraries for damaging their precious literature. Not that we’re bitter. You’d think that, with most of our reading material being published online, such inconveniences would be a thing of the past. Of course, in thinking this, you’d be stratospherically overestimating human beings’ desire and ability to do things in a competent fashion. Thanks to the floating design element, we can now enjoy the same annoyances from a digital platform that our ancestors did from paper materials. Why has the floating horizontal bar become such a popular feature? Can’t we trust the general public to realize that things such as Facebook and Twitter exist? No — of course we can’t. We don’t even trust viewers to be able to glance to the left or right of a Web page; if your public needs to actually scroll to find a call to action, you might as well just put fistfuls of money directly into a cross-cut shredder. Nevertheless, you can incorporate a floating social media bars or advertisements or subscription forms into your design without sacrificing your content or design. Here are a few floating design element-related tips for good Web design. ## Weigh the Value of Extraneous Elements Well, if you rely upon ad revenue for survival, we understand that you might have to fill your website with grotesque advertisements. It’s funny that Web users who have grown up with television have zero problem grousing about advertising on their favorite websites. How on earth did they think television worked? Anyway, we get that advertisements are a necessary evil. So, if you have to have a certain amount of ads on your website, you have to consider how many other elements you can reasonably fit without causing the viewer eye fatigue. Facebook, Pinterest, Twitter and Google + logos are right at home in the header and footer; they don’t necessarily need to follow the viewer’s every move. If the amount of extraneous design elements obscure your users’ ability to view your content, your users will disappear forever. ## Make Content the Priority Only the most dubious websites allow their content to be compromised by unnecessary design features. After all, your content is the reason viewers visit your website — not your ability to promote yourself via social media solicitations. When your content is crowded by requests to “share” and “like,” it makes your website look poorly designed, and you in turn look like an amateur with valueless content. ## Increase Margin Size If your website has the dreaded floating bar, you can at least make sure that your margin space can accommodate it. It is actually a really easy fix, so any website that hasn’t bothered with it has been designed by a complete hack. Yeah — we said it. Although they ceased being cool in 2009, floating design elements aren’t inherently evil; they are only evil when they are used stupidly and obstructively. A [web or graphic design company worth its salt](https://www.smashbrand.com/articles/dissecting-the-best-website-on-the-planet/) will help you to marry sharing elements with content-highlighting features and ease of use in a harmonious union that will impress your current and future viewers. Please, do not sacrifice your brand’s reputation at the altar of an unnecessary and poorly realized floating Web design trend. We don’t have to tell you what else floats, do we? **Categories:** Design, More --- ### [It's What's on the Inside that Counts.](https://www.smashbrand.com/articles/its-whats-on-the-inside-that-counts/) **Published:** July 23, 2013 **Author:** Kevin Smith **Content:** Everyone loves a multi-tasker. Whether it is a wine carrier that doubles as a wine rack, a smartphone box that doubles as a display case or a pizza box that doubles as a defibrillator, package design that has a use above and beyond merely transporting the product is a highly effective marketing tool. However, while the package doesn’t necessarily need to metamorphose, Optimus Prime-like, into a wholly different product, it is possible for a package to highlight the product in a unique and aesthetically pleasing way. When it comes to marketing, package design isn’t a wholly exterior phenomenon. It is possible to use the inside of the package to continue to bolster the image of the product it contains. For example, Lytro uses boxes for its cameras that create a kind of clean and almost museum-like pedestal. For those of you unfamiliar with the Lytro camera line, Lytro cameras were the first commercially available cameras that allowed the photographer to capture the entire light field, allowing the pictures to be refocused even after they were taken, so that blurry pictures of cheating spouses that would have once been inadmissible in court can be adjusted to crystal, alimony-collecting clarity. ## Package Interiors The Lytro camera box isn’t the first example of pedestal packaging — several irate Apple devotees pointed out that the iPhone box used an elevated display before Lytro. (Apple is always the first to do *anything*. Just accept it.) Regardless of who was the first, numerous examples of display packages elevate the product both physically and conceptually. [Perfume package designers](https://www.smashbrand.com/articles/perfume-packaging-design/) have noted, and designed boxes that not only [display the bottle](http://fimgs.net/images/perfume/nd.4042.jpg), but also require a [host of passwords just to access the product within](https://img.diytrade.com/cdimg/1435549/21156870/0/1304674278/New_design_perfume_box.jpg "host of passwords just to access the product within"). Alright, so pedestal display packaging might be a little convoluted for coffee filters or 6-packs of athletic socks. Nevertheless, if the product itself is skillfully designed, why not highlight it? ## Elegance, Incorporated Be honest with yourself; when you see a well-constructed box that houses a product carefully and lovingly, you immediately think that the product inside must be pretty darned exclusive (and when we say “exclusive,” we mean “expensive enough to fund several Olympic ceremonies”). Packaging says quite a bit about the product. If a product is hastily wrapped in a transparent plastic bag, it tells the customer that it is cheap. If a product is contained inside a silk-covered hardwood box with a gold plated Quintet typeface logo, the product manufacturer can legitimately charge an outrageous amount for the product, even if the product is nothing more than shredded newspaper and lawn clippings. We’re only kidding of course (the newspaper must obviously be of only the highest quality). Regardless of whether the item is a hand-crafted, artisan bauble or a mass-produced piece of plastic landfill fodder, packaging is the customer’s introduction to the product, and the more conscientiously it was developed, the more trust it inspires. All that being said, it’s still tough to walk the line of interesting packaging choices without falling into the chasm of marketing flimflammery. We may joke about charging top dollar for a fancy package surrounding a worthless product, but the public won’t be fooled for long; if your costly package is spectacular, the product better be, too. So, what have we learned today? We’ve learned that packaging is a product in and of itself. We learned that a package can act as a product protector and a product highlighter. We learned that Lytro cameras are so high-tech that they can photograph the future. We learned that[ fancy-schmancy packages are good for dazzling electronics](https://www.smashbrand.com/articles/electronics-packaging-design/) and perfumes made from liquefied diamonds, but over-packaging a low-market item fools no one. Finally, we learned that if Apple decides to venture into aeronautics, it is our responsibility to behave as though flying machines never previously existed and yield to the dominion of iAir. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development company](https://www.smashbrand.com/development/) for FMCG and CPG brands. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Millennial Marketing 101 - Intro to Package Design](https://www.smashbrand.com/articles/millennial-marketing-101-intro-to-package-design/) **Published:** September 18, 2014 **Author:** Kevin Smith **Content:** So, how are Millennials fundamentally different from those of us with the benefit of age, wisdom and experience? They are statistically more likely to trust a product endorsed by Iggy Azalea, while baby boomers are statistically more likely to think “Iggy Azalea” is some kind of fungus. For the greater part of the 20th century (and the entirety of the 21st), marketing professionals have spent their entire careers catering to the whims of the young generation, and although many of the tools have changed drastically ([David Cassidy](https://www.dailymail.co.uk/tvshowbiz/article-2712405/David-Cassidy-plea-deal-hearing-derailed-gets-caught-Twitter-skipping-court-attend-horse-race.html) just isn’t the endorsement cash cow he once was), the strategies aren’t all that different. There is the pressure to constantly interact with the consumer via social media, but marketing is marketing; you get your brand out there, and convince your target of the many benefits of buying your product. Of course, we’re living in a world crammed full of new-fangled communications gadgetry and the ability to globally broadcast your wait in the In-N-Out drive-thru in real time, but underneath all that technology is what 21-30 year-olds have wanted for all of human history: the desperate envy of their peer groups. Sure, the need to one-up our friends and associates isn’t unique to the young, but Millennials, being young, are at the peak of their physical energy, and are far more willing to devote time, energy and cash to the specific purpose of making themselves seem fabulous. The products that are the most attractive will be the ones that deliver the promise of social prestige and individuality. Therefore, the packaging of those products must be, in a word, [cool](https://www.smashbrand.com/articles/packaging-design-without-context-is-functionally-useless/). ## Luxury, Without Being *Obviously* Luxurious Of course, there are plenty of Millennials who are perfectly fine with being conspicuous consumers of [obscenely expensive luxury products](https://www.dailymail.co.uk/tvshowbiz/article-2261634/Beyonc-Jay-Z-spend-50-000-diamond-encrusted-Barbie-Blue-Ivys-birthday.html) and [services](https://www.dailymail.co.uk/tvshowbiz/article-2023257/Rihannas-styling-hair-raising-14-000-week.html). However, most of us like to keep it a bit more economically modest — even though we might still brag about our humble insistence on only the finest locally sourced, sustainable and organic Swiss chard and heirloom mangosteens. The prestige balance is a bit more complex today than it was, say, in the 1980s. See, the desperate, grasping consumption of the 80s was quite simple — you were supposed to pay a ridiculous amount of money for your Andy Warhols and your Ferraris and your Don Johnson haircut. Now, the young’uns have to own all of the latest cool stuff — they just can’t appear to have been stupid enough to have paid full price. It’s a brag within a brag. Millennial packaging has to convey uniqueness, personality, quality and simplicity. The glass jars, cloth bags and aluminum bottles that have been adopted by manufacturers seeking to win the favor of the Millennials manage to broadcast a sincere attempt at quality. Elegant package design is exceptionally important when the product itself has a low price point. A brand that recognizes and appreciates the [power of the new courier font](http://d2qdgu53yc9lue.cloudfront.net/deal/de_1671_lg.jpg) is a brand worth trusting. ## Limited Edition Packaging When you consider the amount of money that is funneled into advertising and marketing solutions, it’s actually pretty funny how willing the millennial generation is to not only advertise products free of charge, but to pay for the privilege. A young person will happily parade around in heavily branded graphic t-shirts, carry designer purses with the label clearly emblazoned on the front while conspicuously sipping Wright Bros. Brew & Brew coffee. How chic! But it’s the limited edition packaging that gets a millennial truly stoked. They will voluntarily take snapshots of the package and post it on Instagram, in addition to their personal style blogs. There’s nothing a millennial loves more than having something that is utterly unavailable to the rest of the world. Limited edition packaging of even the most basic products gives those products an air of exclusivity that is crucial to successful millennial marketing. ## Environmental Responsibility Millennials are environmental fanatics. Actually… they’re ambivalent about the environment — it’s giving the *impression* that they are environmentally conscious that inspires the deepest fanaticism (let’s face it; anyone who claims to care passionately about the environment but who also acquires every generation of iPhone probably isn’t really that concerned about the [horrendously damaging effects of tin mining](https://www.businessinsider.com/apple-using-illegally-mined-tin-in-iphone-2013-7)). So, in order to exploit satisfy the Millennial’s surface desire to help maintain a healthy and balanced ecosystem, you will want to explore packaging that is recycled, recyclable, sustainable and easy to repurpose for other home uses. To sum up, Millennial marketing has to be luxurious without being gauche, reasonably priced without being cheap, exclusive but well-publicized and environmentally friendly without being *inconveniently* environmentally friendly. Whew! Happy designing! **Categories:** Design --- ### [Ice Cold Coke Takes on a New Meaning.](https://www.smashbrand.com/articles/ice-cold-coke-takes-on-a-new-meaning/) **Published:** September 17, 2013 **Author:** Kevin Smith **Content:** Because mere refrigeration can’t sufficiently achieve an acceptable level of coldness in carbonated beverages, Coca-Cola has issued a new, experimental bottle made entirely of ice. Far from being a mere gimmick, this new bottle – which was recently made available to the Columbian market – simply gives the consumer exactly what he/she has been clambering for the past 100 + years; a melting container that you can’t put in your center console cup holder without major repercussions. We’re kidding; this is pure gimmickry with numerous practical, social and hygienic flaws. Nevertheless, being the galactic corporate juggernaut it is, Coke can afford to make wacky product decisions to light up the blogosphere and get news organizations and the Wall Street Journal all abuzz. You might ask: “Why bother? Even if we tried, the world couldn’t escape Coca-Cola – it’s just too huge.” Well, even giants occasionally lumber out of their caves and tear the heads off of villagers just to remind them that they exist. Never let a public relations opportunity pass you by. Sometimes, you just have to go for the obviously stupid decision in order to make yourself stand out from the crowd. Of course, we must warn against using all of your resources on a single, bold and untested marketing strategy, since, if you’re a start-up, you won’t have the credit or the reserves to withstand a storm of horrible public opinion the way Coca-Cola has. The new ice bottle does involve a fair amount of gambling – gambling that Coca Cola can richly afford. Sure, some people may think that the bottle is a cool, summery idea; it’s certainly frosty, aesthetically pleasing and offers a valuable, chilling service. But what’s the downside to getting the world all excited and chatty about their product? Mostly, the possibility that the world will take a few seconds and think about what the bottle means in a larger sense. ## **Practicality** It’s a melting package. You probably won’t want to set it on your table or take it with you in your car or put it in your gym bag, since it will invariably turn into a sugary, melty pool of slush in a matter of mere moments. Coca-Cola tried to circumvent this phenomenon by unveiling it on the beaches of Columbia, where people can simply set it down in the sand while reclining on their towels or folding chairs. This leads us to our next point: ## **Hygiene** Unlike glass or even plastic, ice doesn’t disallow the transfer of microbes from the package surface and into the product – ice cracks, after all. From the grubby hand of the sales clerk, to the grubby pit of sand in which the consumer nestles the bottle, there are literally billions of tiny organisms swarming and bumping into each other and finding little openings in the product surface to breach, so they can enjoy the caramel-y goodness within. Yum! ## **Social Responsibility** Coca Cola itself opened up the door to this one by declaring that the bottle was environmentally friendly. Yes, the ice bottle leaves almost no packaging refuse since the packaging melts away. However, the Coke marketing brain trust failed to recognize that water is in limited supply; there are regions worldwide that could use the millions of gallons of clean water for survival that Coke is using for the purpose of discarding. Also, there is some packaging; the consumer can’t be expected to hold a block of ice for an extended period of time without some sort of buffer. So, Coke put a rubber barrier on the bottle where it can be gripped. This rubber piece doesn’t evaporate like magic, it will be discarded somewhere; in landfills or on the beaches themselves. However, Coke thoughtfully extended the option of wearing the little bands like bracelets, because it knows how much the public wants to proudly and worshipfully carry the Coca Cola brand on its collective person. How this decision will affect the Coke brand remains to be seen, but the brand will certainly survive – it survived clear Coke and New Coke, for Heaven’s sake. It may even thrive. After all, if we saw one of those bottles being sold on the beach, we’d run to buy one, too, just for the “cool” factor (sorry for the pun). The lesson here isn’t to exercise logic and caution regarding package design as a marketing strategy; it’s sometimes to make the bold choice. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development firm](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Is Creative Design Dying? Here's The Answer.](https://www.smashbrand.com/articles/is-creative-design-dying/) **Published:** January 18, 2013 **Author:** Kevin Smith **Content:** At the risk of sounding like embittered old geezers, waving our canes, ranting about the “good old days” and demanding that cashiers accept our expired coupons, we must explore a subject that has really gotten under our skin. The fact that design—true, artful and effective design—has begun to wither and die. We’ll investigate some of the many ways that designers (and clients, for that matter) have allowed the art and craft of design to become terminally ill. **Symptom # 1:** Reliance on design software to the detriment of real, intimate design knowledge. As we explore this concept, we might look like we’re blaming computers for the sharp decline in design quality. Nope. Design software revolutionized design like a food processor did for cooking. Why spend hours painstakingly chopping and grinding vegetables when you can just automate the mind-numbing parts of the process? Just put it in the food processor and let it do the work, for heaven’s sake. However, this doesn’t mean a chef no longer needs the proper knife skills. The same goes for design software. Using software tools as all-encompassing electronic drafting tables with all of the requisite accoutrements (3D effects, noise removal, etc.) is time-saving and economical, without question. Unfortunately, when a designer’s knowledge of design doesn’t extend beyond what can be achieved by using Adobe Creative Suite is when designs themselves get thoroughly boring and redundant. Our message to new and inexperienced designers is to stop obsessively mapping out the design structure and finding the perfect electronic paper texture on your design app and draw the design you want to achieve. Ungluing your eyes from the computer screen and forcing yourself to transpose your idea onto paper will force you to use weapons you never knew you had in your mental armory. The biggest creative and technical breakthroughs come from the imagination, without the dependence on preexisting templates telling you what you can and cannot accomplish. **Symptom # 2:** Designing for design’s sake. We all like to look at pretty things. Who isn’t dazzled by a glorious red and amber sunset, with golden shafts of light streaking out into the sky from behind low-hanging, powdery white clouds? We’re visual creatures. Looking at works of art activates the pleasure centers in our brains and enhances our mood. On the other hand, this doesn’t mean that pretty designs can therefore exist in a vacuum. Designs can’t just look cool. There must be a solid narrative behind every design, and the graphic designer must be able to justify why he or she put what where. It comes down to having the essentials, and not straying far from that. This is how graphic design differs from fine art: art can mean many different things to many people, whereas a good commercial design should mean basically the same thing to everyone. However, brilliant commercial graphic design might (and often does, nowadays) eventually become fine art. Graphic designers must be able to use their skills to convey the client’s message in a manner that’s quick, attractive and effective. To do so, a designer must know how design structures affect a viewer. Once again, this is learned by taking courses, reading books, studying art and design history and practicing. You won’t find a computer app that can wrap everything up in a tidy little digital package. **Symptom # 3:** Depending upon free graphics and stock photos. The Internet has given us tons of free, easily accessible images that we can pluck like daisies and deposit into any project we want. It’s cheap, it might be visually appealing to a client who doesn’t know better, and it’s fast. This might be the final nail in the coffin of fine graphic design. The use of free images in graphic design poses the risk of creating copycat designs; something that is unspeakably awful to any brand. Do you want someone to see your logo or webpage and immediately associate it with another product or company? Sadly, the market is glutted with ineffective, poorly thought out designs and novice designers masquerading as experts. And nobody’s immune to this. Did you go to CES? Take a look at map they gave for South Hall 4. The Wynit ad that shows a MegaPlex home projector also has the same woman’s picture we’ve seen in about a dozen other places all over the Internet. Hope she’s making bank on royalties, because apparently she’s everyone’s model … in the same pose and clothes. Come on guys, this is CES, you seriously can’t do better? Even though one might think that this phenomenon would make the skills of professional, experienced designers more precious, it hasn’t; it’s cheapened the entire discipline. Do we blame these copycats? No, not really. We want to help them. We want to guide them. We want them to learn the intricacies of the art and craft of design as a skill separate from the inside-out knowledge of the latest Adobe program. And, we want them to [stop entering those $%&! crowdsource design contests](https://www.smashbrand.com/articles/dont-be-like-jimmy-dont-crowdsource-designs/). ## Data-Driven Brand Development Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Coca-Cola Label Strategy: SmashBrand-Cola, Anyone?](https://www.smashbrand.com/articles/coca-cola-label-strategy-smashbrand-cola-anyone/) **Published:** June 11, 2013 **Author:** Kevin Smith **Content:** Coca-Cola (or as we like to call it, Zeus Almighty of all corporate brands, Coca Cola be praised) has devised a labeling strategy for United Kingdom customers where every bottle of Coke can be branded with the name of the purchaser. For the sake of ease and simplicity, Coca Cola has helpfully created labels with the 150 most popular names in Great Britain. Unfortunately, according to our close friend from the UK, 149 of those names are Martin. OK, maybe there are also a few “Colins.” Anyway, by allowing customers to personalize their products, Coca Cola gives its customer base an emotional bond with its brand, insofar as anyone can cultivate a deep love for a faceless corporate entity. This leads us to wonder: in what other ways can a brand establish a profound connection with its consumer base? Is it feasible to design labels that are totally personalized, with names *and* photographs *and* birthstone colors *and* individual theme songs radiating from tiny speakers? It’s difficult for the smaller company to personalize its labeling entirely. Heck, Coca Cola didn’t even really do it; it just selected a series of popular names that the customer can choose from a vending machine. Clearly, reconfiguring a product label for every possible name isn’t economically reasonable for most companies, but there are different tactics to be explored. **Individual Sense of Style** Just because your name isn’t on a product doesn’t mean you can’t feel a sense of ownership. Many products market their wares to different demographics using wildly varying advertising schemes, of course, but not every company uses *labels* to create distinct characters. Have you noticed that some lines of hair styling products use package labeling to differentiate the types of individual who might want/need the different features? For example, certain styling gels that provide extreme, industrial epoxy-type hold feature a pierced, tattooed and punk aesthetic on the label, while the softer hold styling gels might have a picture of Laura Ingalls Wilder or someone equally wholesome and un-rebellious. These bottles might be the same brand, but the extremes of the labels could succeed in causing the customer to feel as though a certain line within the brand speaks directly to him/her. **Location, Location, Location** Another way to create a sense of ownership while only producing a finite number of labels is to appeal to different regions. People get seriously serious about their hometowns; if you stand someone from Boston next to someone from New York, the animosity radiating from the two can cause most objects between them to explode into flames. People have a profound sense of pride in their cities and states. Creating special labels for states, cities and even neighborhoods might create a frenzy of community spirit and love for your product. How many sports drinks can be called the official sports drink of Pinedale, Wyoming? **Gotta Have a Gimmick (Shout out to All Musical Theater Geeks)** We know; gimmicks leave a bad taste in the customer’s mouth. But really – everything you do to separate yourself from the crowd that isn’t legitimately useful is a gimmick of sorts. If you’ve ever gotten a “faux-hawk,” you have slapped a gimmick on your head, my friend. So, let’s set aside the inherent shiftiness of the gimmick, and embrace the many ways a gimmick can turn into a successful ploy (another unfortunate term). To the exceedingly cynical, even labeling strategies that offer [altruistic services are still gimmicky](https://www.smashbrand.com/articles/what-kombucha-dogs-have-to-do-with-your-labeling-strategy/). So don’t worry too much about being thought of as a hardened marketing Svengali. So, what have we learned today? We learned that Coca Cola is slowly creating a marketing campaign designed to appeal to you, specifically (yes, YOU, Mr. Irving Feingold of Flushing, NY). We learned that there is more than one way to create a personal bond between a product and consumer. Lastly, we learned that nearly everything that everyone does — including having and updating social media pages, tweeting, buying a styling gel, getting a haircut and waking up in the morning – is a form of personal gimmickry, but that it’s not necessarily a bad or narcissistic or shallow thing … unless you’ve posted a YouTube video of yourself doing a tutorial on how you comb your hair. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Packaging Design: How to Define Your Target Market](https://www.smashbrand.com/articles/packaging-design-how-to-define-your-target-market/) **Published:** July 19, 2018 **Author:** Kevin Smith **Content:** It’s tempting to market your products to as many consumers as possible, but we’re well past the days of believing in the “shotgun” approach to product marketing. The most successful packaging campaigns come from brands that identify clear niches for their product communications. This means understanding their preferences, habits, lifestyles, and behaviors, and using this information to [hit consumers right where they live.](https://www.smashbrand.com/articles/packaging-design-and-the-emotional-purchase/) The process of defining a target market is long, but the steps are simple enough to put into practice. ### Start With Your Base Start by examining your current customer base and your packaging goals. Are you wanting to double-down and focus your branding on existing customers? Do you want to [rebrand](https://www.smashbrand.com/articles/rebranding/) and build out your product scope to hit more segments? Or are you seeking a complete redesign with an entirely new market? Gauge your desired outcome and how much effort it will take to get there. ### Research Your Competition Particularly when you’re expanding the reach of your established brand, it helps to research your competitors and see what they’re doing. The goal here isn’t necessarily to take their ideas, but rather, to learn what they’re doing so you know how to differentiate yourself. This differentiation is the key to branding. We all know that there isn’t much difference between the two brands of fabric softener on the retail shelf; it’s [how the brand portrays itself](https://www.smashbrand.com/articles/5-basics-of-eye-catching-package-design/) that makes the difference in the consumer’s mind. Learn what beats your rivals are hitting and decide whether you want to compete with them or take a different approach. ### Determine and Address Need This is the crux of your redesign. Why are you redesigning your packaging in the first place? What need are you trying to fill, and which consumers will benefit the most from your products? These answers will determine how your new packaging layout should look. For example, let’s say you’re launching a new product line of deodorants or soaps to specifically bring in new demographics of men or women. You’ll need to decide whether to stick with [established color norms](https://www.supermoney.com/2014/08/colors) for genders or to flip the script with more offbeat color marketing. These types of decisions, of course, come down to the preferences of your market. In this case, older consumers may respond better to more masculine and feminine dichotomies, whereas younger Millennial/Gen Z consumers may find a gender-neutral approach more in line with their sensibilities. This type of research must be done well ahead of when you begin producing your packaging materials. And on that note… ### Leverage Testing and Research Test, and test again. Regular market research is the key to understanding how to position your brand’s packaging. There are plenty of ways to manage this, including partnerships with market research firms, focus groups, free online marketing assessment tools, and more. Heck, with enough resources, you could even launch possible designs to [structured test markets](https://hbr.org/1975/05/when-where-and-how-to-test-market) to really get an idea of how consumers perceive your designs. ### Take Your Time Remember, the road to a stable and defined target market is long. You may end up performing research you’ll never use or working towards designs that get left on the cutting-room floor. Be patient with the process and trust in the data. As you work towards your goal, your efforts will develop, and you’ll begin to see success. **Categories:** Strategy --- ### [Navigating And Adapting To The Latest CPG Trends.](https://www.smashbrand.com/articles/cpg-trends/) **Published:** June 26, 2023 **Author:** Jason Vaught **Content:** In constantly evolving industries like CPG, keeping tabs on what is still working, where consumers are shifting, and how the market is changing can be tricky. But complexity doesn’t excuse a brand from staying on top of current CPG trends. CPG industry trends can be a slow incremental change or seemingly happen at the drop of a dime. These trends are occasionally new, but since culture plays a significant role for trends in CPG, more often, they result from ideas that revolve around economic changes, revolving styles, and changing interests. ## CPG Is On A Growth Trajectory Market Watch reports that The global Consumer Packaged Goods (CPG) market size is projected to reach USD 2,382,260 million by 2030, from USD 1,938,120 million in 2020, at a CAGR of 3.0% during 2021-2030. It’s a staggering statistic when you think about it. Consumers are going to be spending significantly more money on consumer goods. But CPG brands cannot rest on their heels, assuming the profits will roll on in, as an increase in CPG demand means increased competition. So companies must stay on top of the latest CPG market trends to ensure they do not get outpaced by new category competitors who are more “in touch” with consumers. Now, let’s discuss the latest consumer trends in the CPG industry. ## CPG Consumer Trends Every business should understand the consumer, but this is especially true (and underappreciated) in CPG. The first step in understanding consumer packaged goods industry trends is to be fully aware of what’s happening with your customer. ### Returning To Retail While the pandemic escalated the number of consumers shopping online, the rubberband effect has occurred, with [94% of consumers returning to shopping in retail stores](https://www.zippia.com/advice/retail-statistics/). The high percentage of people returning to retail shouldn’t surprise those in the CPG industry, as consumers have decades of habitual experiences in retail stores. So while you may read reports about CPG ecommerce trends shifting upward, consumers are spending (and will continue to spend) significantly more money in brick n mortar establishments and click-and-collect retailer pick-ups. ### Investing In Private Label While consumers still love supporting brand-name consumer packaged goods, private-label products are one of the biggest consumer goods industry trends. [House brands owned 17% of the market in 2021](https://www.just-food.com/comment/welcome-to-the-new-era-of-private-label-brands-in-the-us/); in 2022, house brands held 18.2%. Assuming the statistic does not decline in future years, given Market Watch’s predictions, by 2030, private-label products will account for over four hundred and thirty billion dollars in annual sales. > #### *At the current pace, by 2030, private label brands could own over four hundred and thirty billion dollars of the CPG Market.* To compete, traditional CPG brands must focus on a specific target market they can own with their branding. By aligning with another one of the trends in the CPG industry (product personalization), they must create an experience for a dedicated consumer audience to counteract the ever-growing private-label trend. ### Increasing Product Personalization Personalized products do not require a brand to take the same approach as Coke with its “Share a Coke with…” campaign—personalization with a CPG product requires tailoring it to meet a specific consumer need. To create a strategy around product personalization, your product must solve a problem and ensure your brand’s perception communicates this solution if the goal is to get consumers to act with their wallets. Remember, solving a problem sometimes means speaking to the logical part of the brain. More often, brands should solve an “emotional” consumer problem, which may or may not include a logical solution. #### **Appealing To Logic** #### **Appealing To Emotions** - Presenting scientific evidence. - Highlighting product features - Comparing effectiveness - Showcasing certifications and endorsements. - Providing transparent information. - Demonstrating cost-effectiveness. - Using powerful imagery - Eliciting nostalgia - Creating a sense of belonging - Using emotional language - Appealing to aspirations and dreams - Supporting a cause ### Pivoting To Sustainability With Gen-Z consumers reaching middle age, they are making more conscious decisions with their money. In addition to more thoughtful purchase consideration, they have more income for making wise purchases. As such, their preference for sustainability is greater than ever before. But it isn’t just Gen-Z; [all demographics are willing to pay more for sustainable products](https://www.forbes.com/sites/gregpetro/2022/03/11/consumers-demand-sustainable-products-and-shopping-formats/?sh=4356d9416a06). However, each category is different, and you should rely on more than industry data to make a category-specific decision. Companies need to perform consumer testing for their specific category to understand the impact sustainability will have on purchase intent. While sustainable efforts are undoubtedly about more than money, supply chain issues can be an issue when shifting to more sustainable practices. ## CPG Channel Trends Successful CPG brands understand how to navigate consumer trends and are strategically adapting to channel trends. CPG companies not keeping a close eye on channel trends in the CPG industry permit competition to swipe market share right from under them. ### Integrated Commerce The most dominant form of “online sales” growth isn’t from standalone ecommerce channels. It comes from integrated commerce through Target, Walmart, and stores alike. Not only is integrated commerce becoming a consumer preference for full grocery, but it is also becoming an adoptable strategy for specialty stores. So where in the past several years, brands needed an integrated commerce channel for big box and superstores, now CPG brands need a strategy for stores such as Petco, Michael’s, and BevMo. The sales, marketing, and operational departments will need to adapt to in-app and online shopping, where in-store, drive-up, and shipping options are options for receiving the product. ### Omnichannel Commerce In the previous decade, the media assumed building brand loyalty through a direct-to-consumer model was the best approach. While the most effective means of communication to build brand loyalty is through DTC, the reality is that consumers are shopping on multiple websites and in numerous stores. In the CPG space, purchase loyalty demands visibility across numerous touchpoints, thus taking an omnichannel approach. But to accomplish this, brands must optimize their supply chain and streamline their processes continuously.  *Direct-to-consumer / digitally native is not the future. It’s very hard to build a profitable DTC brand online. I’m not a fan of the pure model for most FMCG brands. What’s the right model? Omnichannel* *— I consistently see this pay off when activated properly. **Kevin Smith, Founder of SmashBrand*** ### Social Commerce Much noise was created during 2022 with the potential explosion of social commerce. While this trend has not moved as fast as some first thought, it is still coming. In-app social media shopping experiences are inevitable, and brands must address them in their future brand strategy. Social commerce is not only a checkout trend but also one of the most critical CPG marketing trends to keep your eye on. Social media marketing will change significantly when consumers regularly purchase products in-app. Brands must review and amend everything from organic social posts to targeted ads to meet this new feature. The good news is that social commerce will permit an increase in first-party data since everything from brand awareness to purchase intent will be trackable through the specific channel. This raises the question; how will retailers like Target and Walmart respond to social commerce? Will they engage in in-app purchases, look to become a fulfillment partner, or find their means of creating social conversation? ## Trends In CPG Brand Strategies Companies are increasingly being creative with their [CPG brand strategies](https://www.smashbrand.com/articles/cpg-brand-strategies/). Perhaps this should be one of the consumer products industry trends, but in reality, it stems from the following. ### Data-Driven Decisions Brands are establishing more targeted [CPG consumer insights](https://www.smashbrand.com/articles/cpg-insights/) than ever, resulting in better knowledge of how to speak to their audience. Instead of guessing what shoppers want, they send a clear message about “who” should buy their product. Brands are creating a data-driven formula of [brand story](https://www.smashbrand.com/articles/make-your-brand-storytelling-work/) + [brand positioning](https://www.smashbrand.com/articles/the-basics-of-brand-positioning/) + [brand messaging](https://www.smashbrand.com/articles/is-your-brand-messaging-effective/) to create category distinction. The better analytics becomes (and it’s moving extremely fast), the greater a brand can speak to and meet consumer preferences. Unless AI and machine learning are banned, this trend will never fade. ### Ingredient Novelty One way brands are trying to stand out is through ingredient innovations. Innovative ingredients are less about working with a chemist to create a new amino acid structure and more about introducing a unique ingredient to a category. Unfortunately, the innovation trend lacks brand testing to determine the right strategy. This trend is due to the improved ingredient masking flavoring systems that CPG manufacturers can access. While this trend is worthwhile, emphasizing ingredient novelty in a [CPG packaging design](https://www.smashbrand.com/articles/cpg-packaging-design/) is not the best move. Instead, focus on product benefits as your main purchase drivers. ### Co-Branding There has been an explosion of CPG companies working collaboratively for co-branding purposes. And it’s working. CPG marketers and branding teams are working to drive consumer demand through social media for creative collaborations. When you think of a pre-workout powder, you think overly sweet, perfect for this Kool-Aid brand collaboration. Who’s thirsty?Co-Branding movies with CPG products aren’t as simple as in the old days, but here’s a perfect play for both brands. Grenade’s hardcore branding doesn’t perfectly align with the Oreo name, but there is synergy regarding the consumer demographic.### Influencer Marketing You might assume that given the decade of being a CPG trend, influencer marketing would flat line, but that doesn’t seem to be happening any time soon. What has changed with [CPG influencer marketing](https://www.smashbrand.com/articles/cpg-influencer-marketing/) is the depth of partnerships between the influencer and the brand. Instead of being paid for a single social media post or short-term campaign, influencers become founders, partners, and equity holders. Influencer marketing remains one of the best ways to change consumer behavior. A brand can swoop in and steal consumers from brands with or without loyalty through the right influencer partner and data-driven ad spend. ### Snack Culture The snack category has exploded in the number of products available. The reason for such an explosion speaks to other consumer packaged goods trends, including product personalization. Single-serving consumer goods are the perfect opportunity to try a brand that offers a more personalized product. Brands who believe they hold distinct positioning can look to provide a snack-size version as a test for how strong their market penetration is, then upsize their offerings from this point forward. ## Data-Driven Brand Development For CPG Brands SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to[ packaging design testing](https://www.smashbrand.com/testing/), our Path To Performance™ process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Strategy --- ### [America vs Europe - Who Has The Best Designs?](https://www.smashbrand.com/articles/america-vs-europe-who-has-the-best-designs/) **Published:** May 7, 2013 **Author:** Kevin Smith **Content:** If you thought we, as Americans, had escaped the dominion of the powers of Europe and Great Britain after the Revolutionary War, the War of 1812, World Wars I and II, and the failure of Robbie Williams ever to become as big a star in the U.S. as his PR strategists intended, than you were completely wrong, my friend. However, as much as we may be chomping to engage in an “us versus them” themed debate, the increased globalization of culture and technology that we’ve been enjoying for the past century has made such a debate just the teensiest bit difficult. Different ideas, styles and types of music and art have so suffused both European and American culture that it has actually become tricky to determine exactly who innovated what. Nevertheless, we still love categories, and when Americans see something we think is Europe-y, we instantly think: “classy!” On the other hand, Europeans aren’t as impressed with American stuff as they once were; unless it’s a [5th generation Apple product](https://www.smashbrand.com/articles/lack-of-simplicity-is-costing-you-money/), and then they’ll sell their own children to get their hands on it. So, even though Europe may look at American design and style as ham-fisted, unenlightened and childish, what Europeans fail to recognize is the fact that America has so completely permeated their own culture that they can’t even see it anymore. It seems as though Europe covets American style, gadgets and culture in spite of itself, while Americans covet European stuff because it makes us seem sophisticated and, more importantly, rich. We’ll look at the genesis of this phenomenon, and explore the various reasons why Europe simply refuses to admit it has yielded to America’s domination. Rock and Roll? Hip-Hop? Obesity? You’re welcome, Europe. ## **American Allure** During the early part of the 20th century, there was nothing cooler to down-trodden, war ravaged Britons and Europeans than Hershey bars, Doublemint gum, American cigarettes, American movies and American money. We have to remember, European nations spent roughly 80 years trying to overcome the desperation of two World Wars and the Soviet occupation of a huge section of what is now the European Union. America was a bastion of freedom and enormous opportunity; where else could someone armed with only pluck and determination acquire unimaginable wealth and power without necessarily becoming the head of a military dictatorship? However, as the 20th century grew to a close, the United States lost a bit of its luster. American power began to appear unseemly. Europeans became snottier and American foreign policies were less and less appreciated. Of course, by then it was too late; American stuff was there to stay. Case in point: remember the opening ceremonies of the London Olympics? After the first half, where viewers enjoyed a commemoration of the Industrial Revolution, the National Health Service and, inexplicably, sheep, the program drifted into recognition of what was decided was British culture and innovation. Things like text messaging, the web and Brit Rock were highlighted and celebrated. However, it has to be said that all of the participants were text messaging on iPhones, and the British bands we all know and love were playing Rock and Roll – an American invention. However much we may try to divorce ourselves from the influence of different cultures for the purpose of national pride, the split will never be completely clean. ## **European Style** You may be burstin’ with patriotism, but we’d be willing to bet that at some point you have been seduced by European-style clothing, décor, furnishings, food and even advertising. Why? Partially, because of the clean lines and unique aesthetic, but also, to a large extent, the prestige factor. Let’s face it, to beefy, fanny-pack wearing Americans, European stuff seems ultra sophisticated and James Bond-ian. While American iconography is all muscle and flesh — John Wayne; Clark Gable; Marilyn Monroe; Ford Mustangs – Europe tends to appreciate suavity. A man in a well cut black suit driving a small, sleek leather-interior convertible: completely European. A man in a t-shirt and jeans driving a ’68 Chevy and ridiculing the small, sleek convertible: completely American. Of course, even though we may scoff at the fancy-pants, Galois-smoking Europeans, by God, we’re jealous of them. So, what have we learned? We learned that we don’t always have to discuss strictly design-related things. We’ve learned that the impression of a culture can be far more important – image wise – than actual authenticity. We’ve learned that the English can go ahead and revel in their “Brit Pop,” but if it weren’t for Americans they’d still be listening to madrigals. Most importantly, we’ve learned that Europe can be as snooty and stand-offish as it wants, but take away their iPhones, and there will be rioting in the streets. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Hello Kitty Has a Lesson Or Two For You.](https://www.smashbrand.com/articles/hello-kitty-has-a-lesson-or-two-for-you/) **Published:** August 19, 2013 **Author:** Kevin Smith **Content:** The Hello Kitty brand might not seem as though it is a paragon of simplicity and bare-bones design elements, but if we discount all of the attendant bows and stars and rainbows and magic wands and all of the other nauseating trappings of fairy-princess cuteness, we get an oblong cat-influenced head with a jaunty bow; maybe 20 brushstrokes at most. However you may feel about the Sanrio line of office supplies, school supplies, housewares and clothing, the Hello Kitty symbol offers a solid foundation for building specialized designs for particular markets. You have your infant market, tween market, teen market, emo market and [ninja market,](https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcQNDV9EjyRvRXHPzlogX1dRpqkhwpggGJhAORVid71XosfD274K) all of which can find some Hello Kitty product that suits their personal tastes and lifestyles. The Hello Kitty badge has come to symbolize an entire way of life within just a few basic elements; if you remove any of the elements; the whiskers, the ears, the nose or even the bow, you are pretty much left with nothing of any design note. This is how it should be, not only for graphic design, but for packaging as well. ## Less Is More When we mean “less,” we don’t necessarily mean less regarding package add-ons; sometimes the amount of thought that goes into a package can lead to unnecessary complications. You shouldn’t have to rack your brain to find a design trait that will make your package stand out. Arbitrarily making your food can square rather than cylindrical might save on storage space for product transport as well as home use, but if you don’t include a pop top, or if the edges as sharp enough to be used for weaponry, or if the public doesn’t find the new shape sufficiently cool, then you will have spent boatloads of money having a manufacturer reconfigure its entire can-fabricating process for nothing. The greatest and most unique innovations come from designs that provide a service (or eliminate a problem) that had been ignored. Whoever the genius was that first put tomato paste in tubes rather than cans, deserves a medal and a round of 5-minute applause as far as we’re concerned. Why? Because almost no one uses an entire can of tomato paste at once, requiring the user to scoop the remaining product into a refrigerator-safe container. Putting the product in a tube can be safely resealed and refrigerated until further use in the same package. ## Ease of Use This tip is short and simple and it should go without saying. Regarding your product packaging, your best bet is a container that offers the greatest security and yet the fewest product access obstacles. Don’t make it complicated to open. Complicated packaging is the first step of a really bad opening experience. ## Clean, Clear, and Elegant The most successful package designs are unique designs without being totally unfamiliar. One packaging trend we wholly endorse is stripping down colors, graphics, and materials to the barest elements. A package that is unafraid to sell the product rather than the brand conveys stability and confidence in the product’s quality which is absent from packages that rely on complex devices to give the impression of sophistication. Have you ever noticed that logos and packages from successful brands generally become simpler over time, rather than more complicated? This is because the product line has proven reliable and useful to the public; the brand no longer has to get consumers to notice it desperately. Granted, this comes after years of exposure, but since new brands and products will compete with established brands and products, it is important for a new product to seem as comfortable, streamlined and confident as the other products occupying the same shelf space. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development company](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [5 Ways Packaging Adds Value to Your Beautiful Product](https://www.smashbrand.com/articles/5-ways-packaging-adds-value-to-your-beautiful-product/) **Published:** April 30, 2015 **Author:** Kevin Smith **Content:** ***In an effort to pretend that they don’t all use pretty much the exact same ingredients, beauty product designers land customers with these five sweet packaging elements instead.*** Walking down the beauty product aisle of any drugstore is a lesson in visual diversity, so discovering that most of those items have practically identical ingredient lists may come as something of a shock. The [package design teams](https://www.smashbrand.com/about/) who come up with such gorgeous tubes, vials, and boxes need to get creative about helping their product stand out from the masses. (The next priority is to create packages that are so dazzling that no one checks the ingredients. But we digress.) More than simply catching the almighty consumer eye, there are several ways that packaging can add value to beauty products, from multi-purpose packaging design to pure aesthetics. ## 1. User-Friendliness Really, what’s not fun about making a new purchase only to be foiled by external packaging that’s so exasperating as to completely prevent you from indulging in the said purchase? That’s why designers who plan their [cosmetic packages](https://www.smashbrand.com/articles/how-to-create-cosmetic-package-design-that-can-compete-on-the-store-shelf/) to be more user-friendly definitely gain an edge. Don’t forget to think about product usability outside the box, either. Something as simple as adding a conveniently located indent on an otherwise slippery bottle of shampoo or shower gel means a much more positive consumer experience—and that’s the core component of building a long-lasting brand relationship with that consumer. ## 2. Aesthetics Packaging with value of some sort is one thing, but these are products in the beauty aisle, folks. Let’s not forget who the target demographic is here: aesthetically-inclined people with actual taste. It’s not rocket science to put together that these consumers are probably gonna be drawn to prettier packaging. ## 3. Brand Message You can’t please all people all the time, and businesses that try to do so end up floundering more often than not. Instead, the most successful cosmetics packaging examples are those that clearly reflect their company’s brand message. Even if taking a firm stance could mean alienating some, the others—that is, the ones who matter and who are more likely to buy your stuff—will respect you all the more for your commitment. Take time to define what makes your cosmetic line different, and then make sure that difference is reflected in the packaging. To define your brand message, ask yourself how your product benefits your customers, and have your package designers come up with a visual representation of those benefits for your beauty product. ## 4. Product Message One of the buying habits that sets Millennials apart from previous generations of consumers is the fact that they want to buy from [companies that support causes](http://www.cpgtrends.com/2012/06/cpg-trends-millennials-support-causes-they-believe-in/). Not only do Millennials want to make purchases from businesses that echo their own core values, but they also prefer to use brands that are reflective of their individual style and beliefs. Look at [Burt’s Bees](https://www.burtsbees.com/), a cosmetics company that’s built up its popularity over the years on a foundation of creating sustainable, natural, earth-friendly products. Although the company has likely expanded well beyond Burt’s wildest dreams at this point, it’s stayed in touch with its roots. “Nature is still CEO,” boasts its website. This commitment to the cause is something that resonates with like-minded Millennials, which in turn, creates brand loyalists for life. ## 5. User Experience Here’s another not-rocket-science tip: Consumers like products that deliver a positive user experience. Lotions that feel greasy, mascara that immediately transforms the wearer into a raccoon-eyed apparition, or lipsticks that wear off within nanoseconds all have trouble finding repeat purchasers. In response to this shocking data, beauty product packaging design should consider the user experience from start to finish. For example, as consumer awareness of improved skin health through limited sun exposure grows, so does interest in sunscreen. Spray-on sunscreen delivers an added convenience factor that consistently attracts consumers. Therefore … wait, this gets complicated … add 2 + 2 and carry the 1 … . Yep, you guessed it: People tend to buy spray-on sunscreen more often, even if it’s a little pricier per ounce. So now you know. Well, you probably knew earlier that packaging adds value, but maybe you weren’t sure how exactly. Bottom line is, a packages design is sometimes the *only* thing that makes the difference between a product’s success and failure. Advertising, ingredients, and good will can take a product a long way, but to take a page from a middle-schooler’s excuse book, “everybody’s doing it.” To truly stand out from this crowd, product packaging design is the way to go. **Categories:** Design --- ### [3 Tips For Designing Packaging for Smaller Spaces](https://www.smashbrand.com/articles/3-tips-for-designing-packaging-for-smaller-spaces/) **Published:** February 20, 2015 **Author:** Kevin Smith **Content:** ***How does the popularity of “small” box retailers impact packaging?*** Yes, our great nation has built its reputation on bigness — we proudly shuffle down the street in our big pants, get in our big cars, drive to our big box stores, and buy the iPhone 6 Plus without the faintest hint of self consciousness. Size does matter, and all the therapy in the world won’t convince us otherwise. And yet… maybe small box stores do have their uses. It’s nice to be able to buy convenience products in individual and lower-cost sizes. We are trying to pay off our big student loan debt, after all. Modern consumers are scandalously disloyal, so you need to be ready to yield to their constantly shifting demands. Today, when it comes to shopping, consumers demand a fast checkout, low prices, and unique convenience options. It stands to reason, then, that small-shelf packaging design is going to become a necessity for food and beverage manufacturers who want to exploit this consumer trend. Here are a few things to keep in mind when conceiving of your packaging strategy. ## 1. Will Your Consumers Respond to Small-Shelf Packaging Design? Who are your most enthusiastic consumers? How will they react to streamlined, efficient, and possibly smaller-portioned packages? Most importantly, how does your product test among the Oompa Loompa demographic? We are the most enthusiastic trumpeters of market research. Your product might have found a home in the large, village-sized box stores of the rural landscape, but it could benefit you to think about: 1. if your consumers would buy your product more often if they found it in more easily accessible small-box retailers, and; 2. if you might find a new market for your brand by diminishing the package — and product — size. Before you arbitrarily shrink your package, consider how you might reimagine product use or enjoyment in a smaller size. Of course, there’s the “on the go” angle. You can design packaging that makes your product suitable for work or school lunches. You can explore how you might use smaller sized packaging to introduce different flavors or concepts to your audience; they might be encouraged to buy a small size rather than commit to a large one that might ultimately be wasted. Also, having new flavors on a fairly consistent basis helps to keep your brand fresh and your product interesting. If you haven’t [suffused your product with Sriracha](https://www.today.com/food/rogue-sriracha-hot-stout-beer-mixes-iconic-sauce-new-brew-1D80372999), now’s the time. Customers flatly refuse to eat anything without it. ## 2. The Shelf Space Wars Smaller stores mean smaller shelves. Small-box retailers don’t have a lot of space to waste on gigantic packaging structures. How is your product going to compete for prime shelf real estate? Of course, by making your small-shelf packaging design as small as possible, but also by making it convenient for the retailer. Once you’ve designed the exact type of package that you’ve determined that your public wants, it’s time to make it easy to move and display. Retailers appreciate packages that can be stacked, stored, and housed compactly. As cool as you think your concept is, a small-box retailer with squat shelves and minimal space doesn’t want to be bothered with your swan-shaped package. If the retailer is happy, that retailer will carry more of your product and stock it enticingly. ## 3. Standing Out in a Small Crowd Even though you don’t want to create a package shape that makes the retailer want to kill you, you have to make your package and label distinct through your incredible graphics and pleasing package textures. Remember — the design for your smaller product doesn’t have to be the minimized version of the original package. Since you’re targeting a particular consumer who wants a smaller product, you should design a package for that person. Would that person be younger? Older? Active? Sedentary? Do they like whimsical fonts, or are they personally offended by all typography that isn’t Times New Roman? Does the color yellow give them seizures? Get specific about your target market. Sneak into their homes and ask them about themselves, if necessary. Of course, even for small, two-person or fewer households, big box stores will still have their uses — there are just some things that are better purchased in bulk, and being able to buy toothpaste, 5lbs of turkey jerky, and a belt sander in one facility is quite convenient. Nevertheless, consumers are beginning to reexamine the [hominess and specificity](http://www.foodnavigator-usa.com/Markets/Quirky-cult-like-aspirational-but-affordable-The-rise-and-rise-of-Trader-Joe-s) of small-box retailers, and you’ll have to adjust your packaging concept in order to stay competitive. **Categories:** Design --- ### [What is Responsive Web Design - An Intro To the Basics](https://www.smashbrand.com/articles/what-is-responsive-web-design-an-intro-to-the-basics/) **Published:** November 12, 2012 **Author:** Kevin Smith **Content:** Are you a Web designer? A site developer? Perhaps a UX guru? As long as your work has something to do with creating Websites, Responsive Web Design is relevant to YOU. Why? - Responsive is a better way to create Websites for really small screens. - Responsive is a better way to create Websites for really big screens. - Responsive is a better way to create Websites… period. That’s a fairly forward statement… we know. But in this article we’ll demonstrate all the benefits Responsive Web Design has to offer and show you some practical examples to get you started. - It makes your job easier. - It improves your visitors’ online experiences. - It allows your site to scale effortlessly to new technology. ## The Problem Let’s consider the following real life story: You’ve got a client who wants a Website. Sure, no problem. Following a standard SDLC, you design the client’s Website for a minimum resolution of 1024×768 and get it to look great on Firefox, Safari, Chrome and even Internet Explorer. As you near the end the project, your client decides that she wants to be able to view the Website on her iPhone too. Ok, so that’s another SDLC to produce the Website for a display size of 320×480… or wait, should you consider both portrait and landscape orientation? Not only that, but Chrome can be installed on the iPhone in addition to Safari. And what about Android devices, which have small, normal, large and extra large screens? And of course, Windows phones, which are all running IE for the Windows mobile iOS? We won’t even get into tablets and readers … because you get the point, right? \[/notification\] We thought about providing a list of device resolutions here, but decided against it. What good is a list that is constantly changing as a result of new technology? Instead, take a look at this great infographic. All in all, the infographic points to one BIG idea: An increasing number of people are using their mobile devices to access the Web. If your Website isn’t mobile-friendly, you’re going to be left in the dust. And it’s not just about being mobile-friendly either. Your Website needs to be adaptable to ever-changing, mobile technologies. You don’t want to be the one always running to catch up, right? One more thing to consider before we move on from throwing wrenches in the engine. It’s not just smaller screens that you have to consider, but GIANT screens as well. The following chart shows the evolution in average computer screen sizes from 1999 to 2012. This chart tells us that even though people are turning to smaller devices for surfing the Web, they’re also utilizing larger monitors when sitting at their desks. So, the question is, how do you design a Website so that it not only looks incredible on small screens (e.g. smartphones and tablets), but also looks crisp and clean on large screens? ## The Solution > Rather than tailoring disconnected designs to each of an ever-increasing number of web devices, we can treat them as facets of the same experience. > > – Ethan Marcotte Ethan Marcotte wrote the book on Responsive Web Design. [Literally](https://abookapart.com/products/responsive-web-design "abookapart"). So, what’s he trying to say, here? You have one Website that is flexible enough to respond to any environment. The site is optimized for easy reading and navigation, so that visitors don’t need to resize, pan and scroll like crazy. Visitors have the same experience of visiting your site, regardless of if they are viewing it on a small screen, medium screen or large screen. \[/notification\] **Make sense?** Let’s look at [About.com](https://www.dotdashmeredith.com/#!/editors-picks/ "About.com"), for example, a content site for everyday solutions that reaches approximately 69 million unique visitors per month. [About.com](https://www.dotdashmeredith.com/#!/editors-picks/ "About.com") has been designed so that it responds and adapts to a viewer’s behavior and screen size. Based on our browser size, screen resolution and orientation (i.e. portrait vs landscape), [About.com](https://www.dotdashmeredith.com/#!/editors-picks/ "About.com") automatically **resizes and re-orders the design**; as well as adapts images, text and columns. ### Monitor 1366 x 768 ### Tablet (iPad), Landscape, 1024 x 768 ### Mobile (Samsung Galaxy), 800 x 1280 If the benefits of Responsive Web Design aren’t clear to you yet, let’s put them in the context of this example. Because About.com was built with a Responsive Website Design approach… - It takes a load off the backs of the designers, developers, UX specialists, product managers, project owners, etc. who would otherwise need to scramble every time a new device enters the market. - It improves visitors’ online experiences because they can easily access and browse the same great site, regardless of the device that they’re using. - When the latest and greatest gadget comes out, no matter how big or how small the screen, the company can be confident that their design will scale effortlessly. ## The Nuts and Bolts Now that we’ve made a case for Responsive Web Design, let’s delve into the machinery a bit. Note that we’ll get more specific in later chapters. Wikipedia’s article on Responsive Web Design does a solid job of breaking down the elements. \[notification style=”tip” font\_size=”12px” closeable=”false”\] A site designed with Responsive uses CSS3 media queries (an extension of the @media rule) to adapt the layout to the viewing environment, along with fluid proportion-based grids and flexible images. \[/notification\] **The key concepts in this description are:** - CSS3 media queries - Fluid, proportion-based grids - Flexible/fluid images Now let’s discuss this in detail. ### CSS3 Media Queries We’re willing to bet that you’re no stranger to [media types](https://www.w3.org/TR/CSS21/media.html "Media Queries"). In CSS 2.1, you were able to specify how your website should be presented on various media, including on screen and in print. For example: \[prettify\]@media print { body { font-size: 10pt } } @media screen { body { font-size: 13px } }\[/prettify\] CSS3 supports the same [media types](https://www.w3.org/TR/CSS21/media.html "Media Types") as CSS 2.1, but has far extended the functionality. Your style sheets can now include media queries for features like device-width, height, orientation and color. Quite simply, media queries allow the page to use different CSS style rules based on characteristics of the device the site is being displayed on. Now, what does a media query consist of? Per the World Wide Web Consortium (W3C): \[notification style=”tip” font\_size=”12px” closeable=”false”\] A CSS3 media query consists of a media type and zero or more expressions that check for the conditions of particular media features. \[/notification\] So, a media query must contain: - A media type (e.g. width, height, device-width, device-height, orientation, color, etc.) - And one or more expressions that check for conditions. Think an IF statement (e.g. IF the screen width is at least this size, THEN do this…). The media query page on the [W3C website](https://www.w3.org/TR/mediaqueries-3/ "w3 Website") provides numerous examples on usage, but we’ll cover a few here as well. The three queries above all indicate the same thing: apply XYZ styles to devices that have a display-area width between 320px and 480px. Can you figure out what the issue is with this CSS, though? Min-device-width and max-device-width are the widths of the actual device screen and are independent of orientation. So, what happens when a site visitor rotates his or her phone? Let’s look at how we can address that issue. Max-width, on the other hand, is the width of the device’s viewport; thus, it can be used to target device orientation (e.g. landscape or portrait). Here’s a quick tip on the iOS viewport: Safari on iOS adds controls above and below your web content, you don’t have access to the entire screen real estate. In portrait orientation, the visible area for web content on iPhone and iPod touch is 320 x 356 pixels as shown. In landscape orientation, the visible area is 480 x 208 pixels. \[/notification\] Ok, so what will our CSS look like, now that we have that information? The example below demonstrates how to make your site viewable across several different devices and screen sizes. We borrowed it from fellow coder, [Philip Tellis](https://bluesmoon.info/ "Philip Tellis"). \[prettify\]/\* Default widescreen styles \*/ @media all and (max-width: 1024px) { /\* styles for narrow desktop browsers and iPad landscape \*/ } @media all and (max-width: 768px) { /\* styles for narrower desktop browsers and iPad portrait \*/ } @media all and (max-width: 480px) { /\* styles for iPhone/Android landscape (and really narrow browser windows) \*/ } @media all and (max-width: 320px) { /\* styles for iPhone/Android portrait \*/ } @media all and (max-width: 240px) { /\* styles for smaller devices \*/ }\[/prettify\] We’ll get into more detail on media queries in later articles, but for right now, that should give you a good idea of why they’re vital to a Responsive Web Design approach. Now, let’s look at the next concept in Responsive Web Design principals: **fluid, proportion-based grids.** ## Understanding Fluid Grids First, let’s discuss what a fluid layout actually is. A fluid layout uses relative units (e.g., em, percentages) to set a width, rather than absolute pixels. You’ll find an excellent example of a fluid design on [this page](https://www.onextrapixel.com/examples/responsive-design/example1_fluid.php "Fluid Grids Example"). **The CSS for the example looks like this:** \[prettify\]#header { width: 100%; margin: 0; padding: 0; } \#content { float: left; width: 60%; margin: 0 0 20px 0; padding: 0; } \#content .inner { margin-right: 2%; } .sidebar{ float: left; margin: 0 0 20px 1%; padding: 0; } \#bar1{ width:20%; } \#bar2{ width:18%; } \#footer { clear: both; width: 100%; margin: 0; padding: 0; } \[/prettify\] Ok, fluid… got it. Now combine it with a grid, which provides structure and organization for your website. Sure, you know how to create a grid and place your elements on the grid lines. But how do you size your grid elements in relative units (percentages or EMs), rather than absolute units (pixels or points)? Our friend, Ethan Marcotte, comes to the rescue. His brilliant article on fluid grids establishes the following core concept: \[notification style=”neutral” font\_size=”12px” closeable=”false”\] Every aspect of the grid—and the elements laid upon it—can be expressed as a proportion relative to its container…We’re looking not just at the desired size of the element, but also at the relationship of that size to the element’s container. \[/notification\] Let’s put this into context. We have a page title and a conventional grid with pixel-based widths below. **The example shows:** - A 400 pixel wide page title - A grid with four (4) columns, which are 150 pixels each. They are separated by 20 pixel-wide gutters. So, the total width is 680 pixels. To turn this into a fluid grid, you need to convert those pixel-based widths into percentages. Once you do that, you can size your grid up or down (to any device size), while keeping the proportions intact. **Using Marcotte’s equation** element / container = proportional relationship We can calculate the page title’s width as a flexible measurement. Thus: 400px / 680px = 0.5882 0.5882 translates to 58.82%… so, we know that the page title is roughly 59% of the container’s width. Conveniently, we can drop this percentage directly into our style sheet for the width of the **h1** header. \[prettify\]h1 { width: 58.82%; /\* 400px / 680px = 0.5882 \*/ }\[/prettify\] That’s just the beginning of our fluid grid example, and we’re just scraping the surface. We will get into more details and examples in later articles. But it should give you a better understanding of why fluid grids are an important component of Responsive Web Design. Let’s move on to the final concept of RWD: flexible/fluid images. ## Flexible or Fluid Images The third concept of Responsive Design is most likely one that you’re familiar with. Similar to the fluid grid concept, flexible/fluid images scale to fit their containers. The syntax is pretty easy, too. \[prettify\]img { max-width: 100%; }\[/prettify\] With that single line of code, your images are prevented from being displayed outside their containing element. You can also extend this code to embedded and video objects. But wait… there’s more. What about browsers that don’t support max-width (IE6… anyone, anyone)? And what about background images? We’ll cover those caveats in greater detail in later articles. For now, let’s do a quick recap. ## What is Responsive Web Design Recap Responsive Web Design basically says that: You have one website that is flexible enough to respond to any environment. The site is optimized for easy reading and navigation, so that visitors don’t need to resize, pan and scroll like crazy. Visitors have the same experience of visiting your site, regardless of if they are viewing it on a small screen, medium screen or large screen. - It makes your job easier. - It improves your visitors’ online experiences. - It allows your site to scale effortlessly to new technology. The **important concepts that you should master** in order to take an Responsive approach are: - CSS3 media queries - Fluid, proportion-based grids - Flexible/fluid images ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Recommended Reading** [https://www.abookapart.com/products/responsive-web-design](https://abookapart.com/products/responsive-web-design "Responsive Design Book") [https://www.alistapart.com/articles/responsive-web-design/](https://alistapart.com/article/responsive-web-design/ "More Responsive Design Articles") **Categories:** Design, More --- ### [5 Irritating Package Designs Solutions](https://www.smashbrand.com/articles/5-irritating-package-designs-solutions/) **Published:** September 11, 2014 **Author:** Kevin Smith **Content:** Any packaging design company worth its salt knows that frustration free packaging should be a top priority. Seriously, if your job is creating a package in which to safely deliver a product from factory to consumer home, and you can’t do it without creating more frustration, you need to go the way of the dodo. Think [“wrap rage”](http://en.wikipedia.org/wiki/Wrap_rage) isn’t real? Guess again. If, however, your packaging design company aims to create beautiful, functional, frustration free packaging that won’t give consumers an aneurysm or prescription for anger management, join us on a quick tour through some of the worst examples of irritating packaging. These six offenders make us want to pull our hair out and might even drive some consumers to the ultimate betrayal: giving up your brand for one with packaging that’s less freaking frustrating! ## 1. Clamshells Need we say more? Has your blood pressure already risen through the roof? Are you, like Network’s Howard Beale, “mad as hell and not going to take it anymore?” Have you ever considered slicing your own wrists with the jagged edge of a clamshell package rather than opening the thing? What’s wrong with you people? Make something better! Retire the clamshell! ## 2. Oreo Cookies Like diminutive Hollywood stylist to the stars Rachel Zoe, we #literallycanteven with this. Seriously, Oreo, the most beloved of cookies and frequent perpetrator of unsightly black crumbs between your teeth, cannot hire a packaging design company to come up with a better wrapper for its delightful little sandwiches than the flimsy container that isn’t reliably resalable? Who needs milk to dunk ’em in when they’re stale after three days in that non-airtight package that opens from the top? We just literally can’t even. ## 3. Cereal Bags Yes, we said bags, not boxes. When you think of enjoying that bowl of Cheerios, you think more of the cardboard outer box than the cloudy plastic bag inside that – yes – doesn’t reseal. Come on, people! We know our processed foods are nice ‘n loaded with preservatives that are supposed to keep things fresh (while slowly pickling our livers), but sometimes all that added formaldehyde isn’t enough to keep things crisp. Have cereal makers really not come up with a cheap, frustration free packaging alternative to the non-sealing plastic bag that barely preserves the crispy contents? Check out our alternative packaging for Dee’s Cereal – it’s resealable! ## 4. Excessive Offenders Some irritating packaging is also socially irresponsible. What about the crime against humanity that is excessive packaging? Ever order something from Amazon and discover you also received enough excess packaging to create cardboard rocket ships for all the kids on your block? Environmental responsibility fail. Packaging design companies should be more responsible with regard to the amount of unnecessary materials they use to seal products for shipping and shelving. ## 5. CDs It’s all right, these will be gone soon. But really, could CD packaging be any more ridiculous? First you have to get off the tricky tape and vacuum seal. Then the double layer of protection that will cost you a manicure and precious minutes off the end of your life due to stress. Next there’s the incredibly flimsy and yet impenetrable jewel box. While we can’t the blame packaging design company (entirely) for the demise of the CD, it surely didn’t help their case for relevance. But here’s the takeaway: if annoying packaging is enough (or at least one of the contributing factors) to influence people giving up certain products, do you want to risk being in that group? It hasn’t stopped Oreo, but could your product’s packaging be turning off the very people you want to court? Next time you don’t take the relative degree of annoyance involved in opening your product’s packaging seriously, remember the cigarette example. Anger consumers at your peril, and bring on the frustration-free packaging! **Categories:** Design --- ### [Three Ways Your Packaging Affects Your Shelf Placement](https://www.smashbrand.com/articles/three-ways-your-packaging-affects-your-shelf-placement/) **Published:** December 6, 2013 **Author:** Kevin Smith **Content:** In supermarkets, drugstore,s and specialty store shelves, there is a definite hierarchy among products; certain products are placed very highly, while others are placed on the bottom shelf with the off-brands and the canvas sacks of grains. Products that sit on the shelves at the easy eye-level of the consumer are significantly more likely to be purchased than those right at the top or bottom where almost no one would notice them. If we were all the size of Yao Ming or Vern Troyer, then the stats would be very different. Now, how do we ensure our products have perfect shelf placement? One way is to manufacture and package products that are already so popular that the retailers know that customers desperately want them. If we’re not quite at that level yet, knowing how to choose your packaging solution will help your product achieve the most appropriate and beneficial spot on the shelf. ## Packaging Size You can’t shove a huge, 20-lb parcel into an 8-oz mason jar, nor should you package a small volume item into a large, bulky box. In order to secure prime store shelf real estate, you must know how to choose your packaging to suit the optimum space for your product’s category. Eye level shelf placement is generally reserved for items that can be grabbed with one hand, and weight is a factor that must be considered. If the product is inherently quite heavy, a lower shelf placement is best, since it gives the consumer a bit of leverage to lift it safely. Moreover, other comparable products won’t necessarily overshadow your product strictly based on shelf placement, since they will all be similarly situated. However, the natural size of the product shouldn’t be enhanced or exaggerated to an extent where the item becomes unnecessarily difficult to house. For example, certain beverage bottles that are too tall for high shelf placement will automatically be shelved on the bottom where there is usually more height, effectively robbing the product of instant identification and access. ## Packaging Color The better class of store will shelve items attractively, and the extremely OCD store will coordinate their shelves via shape and color. That same store won’t shelve products not packaged in gingham and tied with twine. Remember, retailers are also consumers – if they see a beautifully packaged product that they find appealing, they will shelve it in a prominent fashion, simply because they believe that it will be purchased. Even if the product is new, it can be packaged in a way that indicates quality, enticing retailers into displaying it well. Choosing the right color is critical to achieving that all-important initial eye appeal. Color can enhance brand recognition by as much as 80 percent. The customer will devote only a few seconds to scanning a product shelf, and the package design and color must be eye-catching enough to appeal to the consumer while not being offensive. ## Packaging Shape We’ve often talked about differentiating your packaging from what is typically found on the shelves, and [that conviction has managed to garner us industry recognition](https://thedieline.com/blog/2013/11/22/little-river-smokehouse-beef-buffalo-jerky.html) even, but going to such an extreme that it makes it difficult for the retailer to place the product in a prominent fashion, then originality may be doing more harm than good. If the product packaging is unwieldy, shaped awkwardly and difficult to shelve in a compact fashion, then it will be banished to the bottom. Stackability, whenever possible, is, as Martha Stewart would say, a good thing. We’re encouraged by ecological pouch packaging when appropriate, but if the pouch can’t stand alone, and if the other products are packaged in a structured way, then the pouch will disturb the line of the rest of the items on the shelf. It will get moved to where it isn’t noticed. We’ll conclude by stating emphatically that you possess a great deal of control in where your item sits on store shelves. How you choose your packaging can determine whether or not your product is plucked from the shelves enthusiastically or left to linger at foot level with the brand-less sacks of meal and corn-syrup flavored wines. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Cultivating Brand Equity To Capture Market Share.](https://www.smashbrand.com/articles/brand-equity/) **Published:** June 8, 2023 **Author:** Jason Vaught **Content:** Consumers are bombarded with countless options from all angles and through numerous senses. With so many brands vying for the consumer’s attention, being seen becomes challenging, and creating loyalty seems impossible. True, establishing and nurturing consumer-based brand equity is more complex than before, but it’s still worth the investment. When planning how to create brand equity for your company, your strategy should be to make such a strong brand association; consumers become blind to competitors. Ok, that’s a stretch, as consumers are always willing to engage in product trials, but when you have such positive brand equity, consumers will return to your brand for the feelings your brand has. This article will teach you everything you need to know about brand equity and how to leverage it to capture greater market share in your category. ## What is Brand Equity? Brand equity refers to the value and strength of a brand in the marketplace. As a part of a brand strategy, we build equity over time through consistent brand consistency, [brand positioning](https://www.smashbrand.com/articles/the-basics-of-brand-positioning/), marketing efforts, and positive customer experiences. A brand with high equity enjoys advantages such as customer preference, increased market share, and the ability to command premium prices. It isn’t just what you say and what consumers understand that influence brand equity. Visual branding and brand equity also go hand in hand, both in consistency and emotional appeal. Now, let’s compare this to some of the other “brand” terms that may seem similar to the definition of brand equity. ### Brand Equity vs. Brand Image Brand equity and brand image are two essential concepts in the field of marketing that contribute to a brand’s overall success. While brand equity represents the value and strength of a brand in the marketplace, the brand image refers to the perceptions and associations that consumers have with a brand. While brand equity focuses on the financial and strategic aspects of a brand’s value, the brand image emphasizes the emotional and psychological connections that consumers form with a brand, ultimately influencing their purchasing decisions and loyalty. Understanding and managing brand equity and image is crucial for building a strong and enduring brand presence in the competitive market. ### Brand Equity vs. Brand Awareness Brand equity and awareness are two distinct yet interconnected concepts that contributing to a brand’s success in the market. While brand equity represents a brand’s overall value and strength, brand awareness refers to the level of recognition and familiarity consumers have with a brand. Brand equity focuses on the qualitative aspects that shape consumer perception and loyalty, while brand awareness emphasizes the extent to which consumers can recall and identify a brand. Brand equity and understanding are essential for building a solid brand presence and achieving a competitive advantage in the marketplace. ### Brand Equity vs. Brand Value Brand equity and brand value are two distinct yet interconnected concepts that play a significant role in assessing the worth and impact of a brand. While brand equity refers to the intangible assets, such as consumer perception, loyalty, and market position, that contribute to a brand’s overall value, the brand value represents the financial worth of a brand as an asset. Brand equity focuses on the qualitative aspects that enhance a brand’s reputation and influence consumer behavior. In contrast, brand value is a quantitative measure that evaluates the monetary value of a brand based on factors like revenue, market share, and financial performance. Both brand equity and brand value are essential considerations for businesses seeking to understand and maximize the value of their brand in the marketplace. ## Components That Determine Brand Equity Several essential factors influence brand equity and contribute to a brand’s overall value and strength. Two prominent models for understanding and measuring brand equity are the Keller Brand Equity Model and the Aaker Brand Equity Model. Let’s explore the components determining brand equity and compare these two approaches. ### Brand Awareness Brand awareness refers to how consumers recognize and recall a brand. It is a crucial component of brand equity as it forms the foundation for brand associations and customer preferences. Both the Keller and Aaker models emphasize the importance of brand awareness in building brand equity. ### Brand Associations Brand associations are consumers’ thoughts, feelings, and perceptions toward a brand. We base these associations on product attributes, benefits, experiences, values, or other factors. The Keller Brand Equity Model highlights the significance of strong, favorable, and unique brand associations as they create a strong brand image and enhance brand equity. ### Brand Loyalty Brand loyalty measures how consumers consistently choose a particular brand over others. Building and maintaining customer loyalty is a critical component of brand equity. Both the Keller and Aaker models recognize the role of brand loyalty in driving repeat purchases, positive word-of-mouth, and customer retention. ### Perceived Quality Perceived quality refers to consumers’ subjective assessment of a brand’s product or service quality. It influences consumers’ perceptions of value and willingness to pay a premium for the brand. The Aaker Brand Equity Model places significant emphasis on perceived quality as a component of brand equity. ### Brand Personality Brand personality refers to the set of human characteristics associated with a brand. It shapes how consumers perceive and connect with the brand on an emotional level. The Aaker Brand Equity Model emphasizes the importance of brand personality in creating differentiation and building brand equity. ### Brand Relevance and Differentiation Brand relevance relates to how well a brand meets the needs and desires of its target audience. In contrast, brand differentiation refers to the distinctiveness of a brand compared to its competitors. The Keller Brand Equity Model emphasizes the importance of brand salience, the degree to which a brand comes to mind when consumers think about a particular product category. ### Brand Experience Brand experience encompasses all interactions and touchpoints that consumers have with a brand. It includes pre-purchase, purchase, and post-purchase experiences. Both models recognize that positive brand experiences can contribute to more substantial brand equity by fostering customer satisfaction, trust, and loyalty. While the Keller Brand Equity Model focuses on customer-based brand equity and emphasizes brand salience, brand performance, brand imagery, and brand judgments, the Aaker Brand Equity Model emphasizes brand loyalty, perceived quality, brand associations, and brand personality. Both models provide valuable frameworks for understanding and managing brand equity, albeit with slightly different emphases. We will dive further into several of these concepts as we outline how to engage in a brand equity overhaul. ## Why is Brand Equity Important? Many consumer goods brands are here today and gone tomorrow. A lack of brand equity is one of the principal reasons retailers delist brands. You might be able to find your way into a national grocer thanks to a powerful presentation and seek-and-destroy sales department, but staying in these retailers comes down to building equity with consumers. Here’s a look at multiple reasons why brand equity is so significant. ### Enhances Brand Recall As mentioned, [brand recall](https://www.smashbrand.com/articles/the-importance-of-cpg-brand-recall/) is a test that occurs through development. The reason why we test for this is that a forgettable brand can never become a category challenger. Even brands in positions 4 & 5 have a significant recall, which they’ve developed by nurturing their brand’s equity. Retailers depend on memorable brands because consumers not only recall the product but also where they first purchased it. ### Builds Brand Loyalty The cost of acquiring a customer is significantly higher than keeping one with meaningful brand loyalty. Although establishing customer loyalty is more complex now, increasing your brand’s equity is the primary way to move the needle on this performance metric. ### Stimulates Perceived Quality When you follow the “race to the bottom” pricing strategy, brand performance becomes a steep uphill battle. But when you leverage your brand’s equity to change consumer perception about your product’s tangible value, you can shift your brand over to a premium pricing model where Perceived quality also protects you from the [ever-growing trend of private-label products](https://www.smashbrand.com/articles/branded-vs-private-label/). You can use the brand equity index calculation to understand your brand’s perceived value. ### Creates Brand Associations One step above brand recognition is when a customer sees or feels something other than your brand, yet your brand comes to mind. The correct term for this is a brand association, and your brand’s equity helps to facilitate this vital aspect of brand performance. You have a winning formula when you are visible to your target customer through various touchpoints, and they think of you even when they do not see you. ### Enables Brand Extensions Launching a new product becomes less risky and more of an opportunity when you have high brand equity. Every brand wants to capture more market share and may feel obligated to create a [brand or line extension](https://www.smashbrand.com/articles/line-extension-vs-brand-extension/), and a sure tell sign of a brand with low equity is when it cannot shift into a new category and make an impact. ### Provides Economic Security Strong brands can maintain a solid profit margin across any economic environment. Much of this comes down to the company’s [pivot strategy](https://www.smashbrand.com/articles/pivot-strategy/), but stabilization also depends on the brand’s equity. Substantial equity should give you confidence during any economic winter when consumers are more careful about purchasing branded products. ## How To Build Brand Equity Building brand equity is a multi-step process that begins with [brand development](https://www.smashbrand.com/articles/brand-development/). During brand development, you must address creating an emotional visual response and providing messaging that cuts through the noise. Only then can you shift to activities where you put yourself out there for the world to see and experience. Here’s a look at how to increase brand equity. ### Perform A Brand Audit Every strategy should begin with a [brand audit](https://www.smashbrand.com/articles/brand-audit/), where you conduct market research and perform brand testing to establish where you are doing well and where you can improve. Brand equity research lives within the audit process, testing for brand perception, awareness, and recall. Brand equity ### Establish Brand Consistency To ensure you keep your brand promise (the value drivers consumers understand about your brand), you must be consistent in your branding and messaging. Without brand consistency, there is little chance you can grow your brand’s equity. Create a solid framework with clear documentation about how to keep the consistency of the brand. ### Ensure Product Availability Due to an inefficient supply chain, many brands have failed to grow their brand equity in consumers’ eyes. Even what most deem “loyal customers” are open to brand switching when a product is not consistently in stock. From raw material purchasing to retailer stocking, keep a close eye on it to ensure your product is presented correctly across all revenue-generating platforms. ### Improve The Brand Experience We can build significant equity when there is a positive personal experience with your target customer. The shelf presentation (where anticipation builds), the box opening, and each use are all critically important for nurturing your brand’s experience. When creating your equity strategy, consider each point in the customer journey to identify ways to improve and stand out. ### Engage In Disruptive Marketing Every brand should have a disruptive marketing strategy. These do not have to be as in your face as you might think (although they can be). Here’s a look at three ways to disrupt: - Take a contrarian point of view in your marketing. - Establish brand partnerships to interrupt patterns. - Create timely messaging to catch the consumer’s attention. ### Step Up Your Customer Service Whether it’s AI-driven or human interaction, your customer service department plays a role in the brand equity you earn with consumers. Customer service isn’t solely phone, email, and chat support. Customer “service” is any way in which you serve the customer. Therefore, it includes your company’s resources, initiatives, and other means of serving the broader audience, providing solutions, and meeting them where they are. ## How To Measure Brand Equity Measuring brand equity involves a series of steps where you analyze customer perception and performance metrics. We can monitor equity through brand tracking alongside other essential [CPG KPIs](https://www.smashbrand.com/articles/cpg-kpis/). In brand equity tracking, you have two primary categories to track. Let’s look at those now as we learn how to calculate brand equity. ### Financial Metrics The saying “the numbers don’t lie” does apply to brand equity. Within a brand equity analysis, you will include financial metrics such as market share, customer lifetime value, and price differential. But more is needed when calculating brand equity as financial numbers look historically to determine the “what.” Next, we need to look at what is historical, which may also show a change in real time. ### Consumer Based Metrics Changes in lifetime value give us an idea of how things are progressing or regressing with what we deem loyal customers, but more information is needed to determine the “why.” We can find further information to provide context to our financial picture through a brand equity survey, consumer monitoring, and package design testing. With financial and consumer insights, we can now see where we land on the brand equity index and change our strategy accordingly. ## Protecting Brand Equity Managing brand equity requires a company to prepare for subtle and substantial changes. Equity downturns can occur through category competition, economic adjustments, or recent media attention. Here’s a look at the areas we must protect to retain and grow our equity. ### Trademarks and Intellectual Property Protecting trademarks and intellectual property is a must unless you are a local start-up serving a small community. Just look at the craziness that occurred during the Bang & Reign controversy. Brands, big and small, must safeguard their uniqueness and [value proposition](https://www.smashbrand.com/articles/creating-your-brand-value-proposition/) through legal protection. Registering trademarks, patents, and copyrights help prevent unauthorized use and protects the brand’s distinctiveness. Regular monitoring and taking appropriate legal action against infringements preserve brand equity. ### Reputation Management Managing the brand’s reputation is crucial for protecting brand equity. Negative feedback can easily sway consumers (whether factual or not), and it can significantly hurt your brand’s equity. Monitoring online conversations, social media mentions, and customer reviews allows brands to address negative sentiments promptly. Maintaining open communication, addressing customer concerns, and resolving issues demonstrate the brand’s commitment to quality and customer satisfaction. ### Crisis Communication In times of crisis or adverse events, effective communication is essential. Transparent and timely communication helps maintain trust and credibility. Brands that handle a problem with empathy, take responsibility, and provide solutions can minimize damage to brand equity. ## Brand Equity Strategies One of Gary Vaynerchuk’s most popular sayings is “clouds and dirt,” meaning you need to think high level while being willy to get your hands dirty. The same applies when working through strategies to identify the best brand equity insights. Here’s a look at four strategies you should consider as you create your equity strategy. ### **Walk A Mile In The Customer’s Shoes** To understand existing and potential customers, you need to experience your brand from their viewpoint. Becoming the customer is an effective equity strategy few brands consider. Visit the store, consider your product, ask questions from the staff, take it to the checkout stand, unbox it at home, and then consume the product. Then identify problems, questions, and concerns. Look at your website and contact your customer service department to see how your brand addresses these issues. Go so far as to file a complaint and see how far up the chain it goes. You will learn valuable lessons from this process, helping you identify any areas of improvement with your brand equity strategy. ### **Lean on Innovation** Innovation can help you enable more significant equity with consumers. It doesn’t replace the human touch but permits you to do a better job of it. From QR codes on your product packaging to advancements in sustainability, you can use technology to further every aspect of equity with your target audience. ### **Become Socially Responsible** In many categories, brand building in today’s world includes embracing and creating social responsibility initiatives. Brands that actively participate in sustainable practices support social causes and demonstrate corporate social responsibility build a positive brand image: ethical business practices and a commitment to making a difference enhance brand equity. ### **Pursue A Brand Refresh** Periodically evaluating and refreshing the brand can revitalize brand equity. A [brand refresh](https://www.smashbrand.com/articles/brand-refresh/ "brand refresh") or complete [Rebranding](https://www.smashbrand.com/articles/rebranding/ "Rebranding") may involve updating the visual identity, messaging, or brand positioning. This strategic move can help the brand adapt to changing market dynamics, attract new audiences, and reinstate its relevance. ### **Data-Driven Brand Development For Consumer Goods** SmashBrand is a[ brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to[ packaging design testing](https://www.smashbrand.com/testing/), our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. ## The Only Agency To Guarantee A Retail Performance Lift. [](https://www.smashbrand.com/contact-us/) ## FAQs ### How long does it take to build brand equity? Building brand equity is a long-term process that requires consistent effort and dedication. With an exception for unicorn brands, building substantial brand equity takes several years of strategic branding initiatives, positive customer experiences, and effective marketing campaigns. ### Can small businesses benefit from brand equity? Absolutely! Brand equity is not limited to large corporations. Small businesses can also benefit from building a strong brand that resonates with their target audience. Small businesses can build brand equity that differentiates them from competitors by delivering quality products or services, creating a unique brand identity, and nurturing customer relationships. ### How can negative brand equity be reversed? Negative brand equity can be reversed through effective crisis communication, reputation management, and proactive steps to address customer concerns. By acknowledging shortcomings, taking responsibility, and implementing corrective measures, brands can rebuild trust and restore positive brand associations. ### Is brand equity only relevant to consumer products? Brand equity is relevant across industries and applies to consumer and B2B brands. Regardless of the nature of the business, brand equity plays a significant role in shaping customer perceptions, driving loyalty, and establishing a competitive edge. **Categories:** Strategy --- ### [Sports Drink Design: 4 Ways to Get Athletes to Buy.](https://www.smashbrand.com/articles/4-ways-to-get-athletes-to-buy-your-sports-drink/) **Published:** March 5, 2014 **Author:** Kevin Smith **Content:** There are as many sports drink brands as there are sports. If your sports beverage is going to compete in this cutthroat market, it’s going to have some quality that differentiates it from the pack. But what? An endorsement from a famous ex-athlete? An as-yet un-FDA approved performance enhancing ingredient that prevents chafing? Flecks of pure gold? Maybe a [bottle design that delivers longed-for beverage consumption solutions](https://www.smashbrand.com/articles/packaging-design-for-the-crowded-energy-product-category/ "bottle design that delivers longed-for beverage consumption solutions")? Bingo. Sports drink bottle design is essential to sports drink marketing since active people and athletes need to consume their drinks while in rigorous activity. As such, sports drinks shouldn’t be in glass bottles or containers that can’t fit into your average elliptical cup holder. Nevertheless, several packaging options above and beyond the obvious could directly appeal to the running, toning, shredding, and Zumba-ing community. ## 1. Sport-Specific Bottle Design. The needs of weight lifters, in terms of sports drink bottle technology, are somewhat different than the needs of hula-hoopers. Think about the kinds of athletes your brand speaks to and engineer your package in a way appropriate to their type of training. For example, [this sports drink bottle prototype](http://2.bp.blogspot.com/-PV6FTKaTEgs/TfIXiCyeggI/AAAAAAAACCY/tOuB1kCadPQ/s1600/gatorade%2Bsports%2Bdrink.jpg) is great for runners, but fitness enthusiasts who prefer to work on stationary machines or with hand weights might find it a bit inappropriate. ## 2. Athlete-Specific Bottle Design. Watching the Winter Olympics is a great introduction to different sports cultures. We expect athletic gear to be suitable to the particular athlete’s activity in terms of providing the athlete with the best wicking properties, protection from injury and the elements, and optimal speed and general performance. However, looking at the slopestyle snowboarders and skiers tells us that many of these athletes place fashion and image slightly above efficiency or [dignity](http://fansided.com/2014/02/12/sochi-olympics-skier-henrik-harlaut-loses-pants-slopestyle-training/#!wbZXm). This being the case, your bottle design must appeal to the target market’s aesthetic principles and practical needs. In much the same way practitioners of certain sports are attracted to equipment that either helps (or at least doesn’t interfere with) their performance, certain sports attract certain people. We don’t mean to indulge in gross stereotypes, but the type of person who indulges in ISHTA yoga differs from the mixed martial artist. So, what sports drink bottle design features would be important to the hiker as opposed to the modern dancer? Will a rhythmic gymnast respond to your beverage’s shape? Will the slopestyle skier be able to carry your energy drink in his or her giant pants? These are all important questions to be answered if you want a successful sports bottle design. ## 3. Environmentally Specific Bottle Design. Where is your target athlete likely to train? Will it be at home? In the gym? On the slopes? Will they be frolicking in public parks indulging in an [insane fitness specialty of their own invention](http://www.youtube.com/watch?v=o-50GjySwew)? If the athletes most likely to consume your beverage have a particular commitment to the environment (athletes whose disciplines are largely performed in nature), think about ways of highlighting your package design’s environmental responsibility. If your target athletes perform in extremely cold conditions, consider broadcasting how well your bottle design is adapted to extreme weather conditions. ## 4. Ingredient-Specific Bottle Design. Most energy drink labels and bottles promote the energizing and electrolyte-delivering properties, but what about actual health – or even taste? Sports drinks are notoriously powdery-tasting and artificial, so if yours tastes good in addition to promising scientifically-advanced hydrating properties, you definitely want to make that a selling point. Sports drinks shouldn’t be general; to establish brand credibility, your drink must deliver something to a specific class of athletes or fitness enthusiasts that others don’t. Sports drink bottle design is a fantastic way to distinguish what makes your beverage special and beneficial. If your drink also manages to keep the pants of slopestyle skiers secure, you’re probably sitting on a fortune. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development company](https://www.smashbrand.com/development/) for FMCG and CPG brands. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [10 Rules for Creating a Rock Solid Brand Identity.](https://www.smashbrand.com/articles/10-rules-for-creating-a-rock-solid-brand-identity/) **Published:** February 20, 2013 **Author:** Kevin Smith **Content:** Your brand is the visual incarnation of your company’s personality, principles and preferred dog breed. If you want to let your customers know what you stand for; what you value and what you contribute to society in general, you must have a well-defined branding strategy. Here are 10 tips for creating a successful brand identity: ## **1. Begin from the Inside Out** Once your core values are identified, your [business plan](https://startup.unitelvoice.com/business-plans) is streamlined, and the employees drink the Kool-Aid, you can build your brand. Ask yourself how your company wants to optimize employee experience and encourage productivity. Do you prefer the use of compassionate, good humor? Typical ideals of professionalism, or do you like things informal? Every corporate environment has its own personality, and if you think your consumer base will appreciate the type of internal atmosphere you’ve created, you can begin to externalize it. ## **2. Create an Environment that Builds an Internal Fan Base** Do your employees dread the 5 to 9? They hate going home at 5 p.m. and can’t wait until 9 a.m. the next morning because that’s how much they love working there? An excited team is a motivated team. Moreover, the happier and prouder they are to be a part of your organization, the more successful they will be in projecting your brand image. Employees inspired by the brand’s principles are great ambassadors in spreading the word about the company’s unique qualities. ## **3. Speak to Your Core Demographic** It’s all well and good to cultivate a brand identity that tries to be hip, but if your company manufactures and distributes walking canes, your target demographic isn’t even going to give you a second look. Before you commit to certain type of company culture, keep in mind the type of company with which your target customer wants to work. ## **4. Inspire with Themes** A visual brand identity can’t just look cool; it has to convey the core message of your company’s philosophy. For example, McDonald’s has adopted “I’m Lovin’ It” as its slogan. Because it’s a fast-food chain, it can use a simple, common-day saying to indicate not only its quality, but its accessibility to its core demographic and the ability to speak its language. Conversely, “I’m Lovin’ It” wouldn’t be as successful for a university. It improperly uses a stative verb in the progressive for heaven’s sake. ## **5. Don’t Rely on a Single Game-Changing Idea** Every company wants to set themselves apart from their competition. However, deciding on an image to give your brand “edge” might only alienate your consumer base while possibly creating an effective punch-line for the competition. ## **6. Don’t Allow Fear to Govern Your Choices** Sometimes, the boldest choices are the most effective ones. Many companies are afraid to speak directly to the consumer for fear of causing confusion or offense and wind up with a generic and boring strategy. Remember: “No risk, no reward.” Use your judgment as your guide and trust that you can embrace a brand image that intrigues but doesn’t trigger anti-defamation suits. ## **7. Find Your Moment** Timing is everything. You don’t have to latch onto the latest trend, but it is possible to find inspiration in contemporary culture. If you sense a growing shift in modern ideology, you can employ it to reach a whole new audience; unless you involve Snooki in some unholy fashion. ## **8. Don’t Arbitrarily Change Your Image** Brand image can evolve even without the direct involvement of frenzied marketing teams. Pabst Blue Ribbon beer became fashionable amongst young people due to its lack of direct marketing and advertising revenue; it was seen as unpretentious and “counter-culture.” Although the brand decided not to pander to the market that suddenly embraced it, it earned a reputation as a product that speaks to the young. ## **9. Don’t Let Coolness Be Your Model** Brand identity is more than just how you want your company to be perceived in your wildest hopes and dreams; it’s about capitalizing on what your company truly is, what it can achieve and how your core principles help you to achieve it. In order for your brand identity to endure, you have to appreciate what your consumer base thinks is important; both in a company with which it does business, and also in terms of the culture at large. ## **10. Appreciate the Whole Picture** It’s important to focus on the entire landscape of your company’s identity rather than just a single attitude or badge; logos can change over time, but a trusted brand identity remains more or less consistent. Your website, packaging and print campaign must all be in service of sending a coherent and consistent message to your consumer base; even if that message involves the celebration of tambourines and talking Chihuahuas. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Packaging Design Mistakes: Why Brands Fail To Perform](https://www.smashbrand.com/articles/packaging-design-mistakes/) **Published:** September 5, 2013 **Author:** Kevin Smith **Content:** The CPG industry is littered with design fails. We expect packaging design mistakes from small companies with minimal resources. Due in part to capital constraints, small brands must assume what causes a consumer to purchase. What we do not expect but is almost as common is that companies with a significant amount of investment capital are failing miserably. Even with millions of dollars designated to a product’s performance, it ends up having dismal sales on retail shelves. Some mistakes are obvious, with designs have a glaring weakness in their design. Even the average consumer understands these to be a packaging mistake. Other disappointing designs (even with a focus group) come as a complete surprise. This article looks at brands who’ve invested heavily into custom packaging and expensive designs. We seek to understand why their packaging failed. We look at common packaging design mistakes and the lesser-understood ones. ## What is a Packaging Design Mistake? A packaging design mistake is any design decision that’s prohibitive to a brands long-term success. The failure occurs at many points in the products lifecycle, from retailer interest to consumer experience. As a packaging design agency, we define mistakes as lower-than-expected shelf impact. But we must define a mistake beyond buyer interest and purchase intent. Let’s dig into why packaging design fails and what you can do to prevent it from happening to your product. ## Latching On To Packaging Design Trends Attaching your brand to a trend makes sense for marketing campaigns targeting a particular audience. It doesn’t always make sense for packaging design. Sometimes trends such as sustainable packaging help a brand push into new markets and demographics. However, making it the label focus exhausts marketing real estate on the product packaging. Some [packaging trends](https://www.smashbrand.com/articles/packaging-design-trends/) are here to stay, whereas others come and go. In either case, a greater benefit to consumers is showcasing the result your product produces or the problem your product solves. ### **Standing Out in a Trendy Crowd** Staying with sustainable packaging, if you plan to jump on this trend, find a new way to spin the message. For example, is your packaging a small solution to the bigger problem of deforestation? Amplify that message! This distinct form of sustainable packaging appeals to customers more than the standard crowded message. At the same time, it satisfies the customer’s desire to do better for the planet. ## When Being Edgy Becomes a Costly Mistake We’ve all heard the saying that “bad press is better than no press at all”. We attribute this quote to P. T. Barnum of Barnum and Bailey. There’s some truth to this statement, but it’s only relevant in particular industries, for particular brands and in particular situations. [In CPG, bad press is rarely better than no press at all.](https://www.marketingdive.com/news/a-historic-reckoning-with-race-leaves-problematic-food-brands-without-an-ea/580393/) The problem with bad press in packaging design is the lifespan doesn’t end as fast as the news cycle. If your packaging has had bad press, it may continue resonating in the minds of the consumer until you go through a [packaging redesign](https://www.smashbrand.com/articles/3-examples-of-packaging-redesign-gone-horribly-wrong/). This could be years down the road for smaller brands and start-ups who went all in one of their initial designs. By the time the redesign happens, it may be too late. The damage may be unworthy of repair. So the question is, when does edgy become offensive? A skull and crossbones made for a successful coffee brand, but will it work for a [tea packaging design](https://www.smashbrand.com/articles/tea-packaging-design/)? Subtle difference in category but big difference in consumer expectation. ## Suffering From Package Design FOMO [Maximalist designs](https://www.smashbrand.com/articles/minimalist-vs-maximalist-packaging-design/) happen both intentionally and by accident. The intentional approach to maximalism is expressive and an art form. Its elements are abstract and created for a unified visual charm that speaks a single-bold-message. Maximalist designs happen by accident when the brand tries fitting everything onto the label or package. The product may be feature heavy where brands feel it’s a disservice when leaving out any of the products glorious traits. The problem with packaging FOMO is the design doesn’t breathe. When we place white space in the right space, the most important messages hit home. *In packaging design, to be seen does not mean they will hear you. To be heard does not mean they will understand you.* The noisier the label is, the less likely your core message will have the necessary stickiness to finish its job. ## Pricing Yourself Out of the Market Intending for your product to be the “low priced leader” is a dangerous and stressful strategy. That said, your custom packaging design shouldn’t burden your price competitiveness. Secondary packaging might be the answer to category differentiation, but if it drives your price too high, it can have an opposite effect. If you become the highest priced product across all competitors, the lack of ROI may surprise you. This is the case for many boutique businesses with smaller run sizes. They have developed innovative and distinct custom packaging, but retailers are unwilling to place it on the shelf because the higher price increases their risk. ## Forgetting To Put Your Product On The Shelf When your product is an isolated environment, package design mistakes are not always identifiable. In order to analyze performance, we put clients products up against their competitors in simulated buying environments. This is critical to shelf performance, but it isn’t the only reason the design process should include an on-shelf experience. Here are two other viewpoints that brands should consider. - **Is your packaging created so it is easy for the merchandiser to place your product?** Custom packaging with a unique shape can be a merchandisers nightmare. It’s not uncommon to see packaging placed sideways in order to save shelf space. - **Will your packaging be within the eye site of the consumer?** Stockers often place oversized packaging on the top shelf because it makes their job easier. The top shelf is not a dream position unless the shelves are 4 feet tall. ## Mistakes After The Purchase CPG is not like used car sales. Obviously! But some of the biggest packaging design mistakes present themselves once the consumers use the product. We’ve identified the following packaging mistakes as critical reasons a brand fails. We can eliminate these issues by performing product testing in advance and leveraging the results to help guide our package design strategy. ### Expectation Mismatch The [food product](https://www.smashbrand.com/articles/food-packaging-design/) category is notorious for this mistake. In clearance grocery chains, we find solid designs that sadly were collected and removed from big box stores. If you’ve shopped at these discounters, you understand the expectation mismatch first hand. While your packaging should excite and entice, it shouldn’t deceive the consumer. Misleading packaging is a common problem in the CPG industry. If your product doesn’t taste like fresh pineapple, don’t make your visual emphasis be on fresh pineapple. There’s an art in presenting your product in the best light while ensuring it delivers on expectations. ### Frustrating Packaging Here’s another poor packaging design we’re all familiar with. We’ve all purchased poorly designed corrugated boxes that make our lives miserable. The ones that are impossible to open or boxed food packaging that claims to close but clearly don’t. Because of this, in many categories, the term frustration free packaging is now a purchase driver. Thanks to lazy brands taking the common road, aisles are filled with package designs that forbid consideration of consumer satisfaction. The solution is simple. Walk a mile in your customers shoes. The plural use of “customer” is important here since each customer will uniquely experience your packaging. Your team “testing” the package experience is insufficient to ensure your packaging will not frustrate the consumer. Put it in their hands. ## Package Design Testing While there is no such thing as perfect packaging, we can avoid many mistakes through package design testing. Removing the designer’s ego and the brand assumptions about a products look, let’s purchase intent to be the final decision maker. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development company](https://www.smashbrand.com/development/ "brand development company") for FMCG and CPG brands. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. Book a time to discuss your project with our team. **Categories:** Design --- ### [Wrap Packaging Design Rage: Know the Signs-Design a Cure.](https://www.smashbrand.com/articles/wrap-rage-know-the-signs-design-a-cure/) **Published:** May 19, 2014 **Author:** Kevin Smith **Content:** It starts out innocently enough. You’re with a friend or close family member when they purchase some item in a plastic clamshell package. You get back home, and he or she takes the new toy out of its bag while grabbing a pair of scissors or a utility knife with which to tackle that seemingly impenetrable protective bubble. - Everything seems normal, at first. But then, you notice them. *The signs*. - Rapid increase in stress level, heart rate and facial redness - Extreme and disproportionate frustration and reactions - Injuries, including abrasions, cuts and slices (These may be from the packaging itself, or from the totally inappropriate tools used in the package opening attempt.) - Overuse of R-rated (and even X-rated) language - Hurling of packaged items (and sometimes miscellaneous, unrelated nearby items) across the room - Anger to the point of tears That’s when you know: You’re in the presence of wrap rage. You’re not alone. With support and education about this terrible, devastating disease, packaging design companies and consumers can find the help they need for themselves and their loved ones. ## What Is Wrap Rage? Wrap rage is a health condition that develops in response to really stupidly designed and needlessly frustrating packaging. Symptoms include anger, frustration, crying, physical injury and screaming of profanities. These may occur singly or in any combination. The symptoms of wrap rage come on quickly, with little to no warning, and can subside as fast. Although they dissipate without external treatment, recurrence is common. In fact, there seems to be a direct correlation with the resurgence of symptoms and the proximity of ridiculous packaging. ## What Causes Wrap Rage? - Although the most extreme form of wrap rage results from clamshell packaging, many types of poorly designed packages and products can trigger the condition: - The nearly identical ends on any USB cable, invariably causing users to try the incorrect end first. - The jillions of miniature wire twists that hold children’s toys in place. (This one is particularly bad, because most consumers already had to force their way through a clamshell-type package as the first line of defense.) - Any packaging surrounding a sharp tool would require a sharp one to open. - The plastic bags that hold chips or live inside cereal boxes unfailingly tear down the middle instead of across the top. - Flimsy plastic lids that are utterly incapable of protecting consumers from scalding hot beverages. - Fruit that already has a skin, yet is packaged in additional coverings for no apparent purpose. - Absurdly huge boxes and endless volumes of Styrofoam peanuts (themselves a huge irritation) used to ship comparatively small items. - Spice jars that are too narrow to fit a measuring spoon inside. This list is by no means exhaustive. As you can see, several high-risk behaviors could lead the unsuspecting consumer into a position where wrap rage is imminent. Amazon offers a [Gallery of Wrap Rage](http://www.amazon.com/Packaging-Videos-Green/b?ie=UTF8&node=1234279011) to identify potential trigger situations easily. At the same time, Consumer Reports’ [Oyster Awards](http://www.consumerreports.org/cro/news/2008/11/one-step-closer-to-frustration-free-packaging/index.htm) presents a list of the most terribly designed packages to facilitate avoidance. Remember, the more you know, the better your chances of keeping yourself and those you care about safe from harm. ## Is There a Cure? Since there’s no known cure for wrap rage once it’s diagnosed, the best treatment remains prevention. The design community strongly recommends using only frustration-free packaging to prevent needless cases of early-onset wrap rage. At the end of the day, packaging and product design should help solve problems, not create them. Products need to be designed to engage consumers, not alienate them. Next time you think about package design, don’t forget to weigh user-friendliness as a primary consideration. Together, we can eradicate this illness; future generations may someday live in a wrap-rage-free world through our efforts. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development firm](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [The Essential Elements of Effective Brand Naming.](https://www.smashbrand.com/articles/the-essential-elements-of-effective-brand-naming/) **Published:** May 10, 2021 **Author:** Kevin Smith **Content:** Brand naming is one of the toughest decisions when first developing your brand. The [naming process](https://www.smashbrand.com/articles/naming-process/ "naming process") can be intimidating unless you’re one of those lucky few struck by an aha moment, leading you to the perfect name. Unfortunately, the eureka effect only exists for the minority, and most companies will need a [brand naming strategy](https://www.smashbrand.com/articles/brand-naming/ "brand naming strategy"). When naming a brand, most understand that it must represent your company in personality, products, and, more recently, culture. Finding a name that fits and is available can be challenging, but it’s worth the effort and is essential to every [brand strategy](https://www.smashbrand.com/articles/cpg-brand-strategies/). You’ll build your life around your new business, investing time, money, and other resources into its development. A significant part of your success depends on how you present the company to others; that all starts with your name. This article will give you everything you need to create a brand name framework. Here is what you will learn: - A clear understanding of what brand naming is. - The basics of brand naming. - Brand naming examples from the five buckets. - Three key brand naming strategies. - How to rebrand with a new & improved brand name. ## What is Brand Naming? Brand naming, or business naming, involves creating a unique and memorable name for a company, product, or service. This process considers various factors, including the target audience, industry trends, and competitive landscape. When working with a branding agency, a professional namer helps develop an effective and impactful name that accurately reflects the brand’s identity. A well-crafted brand name is crucial for building brand recognition, establishing a solid market presence, and differentiating a business from its competitors. It can strengthen brand resonance, enhance brand recall, and improve overall business success. ## Brand Naming Basics [Choosing a name for your brand or business](https://www.rontar.com/free-tools/business-name-generator/ "Choosing a name for your brand or business") is exciting but challenging. On the one hand, you want a name that accurately reflects your brand’s identity and resonates with your target audience. On the other hand, you want to avoid spending months agonizing over the perfect name only to find out that it violates another company’s trademark. Before brainstorming ideas, keep these brand naming basics in mind. 1. A poorly chosen brand name is **not** the end of the world. Your name doesn’t need Shakespearean wit or an earth-shattering gravitas to attract customers, and renaming is always an option (as we’ll detail below). So relax! 2. Brand naming requires a commitment. You’ll be building your marketing around this name and using it as the fulcrum on which you’ve built the company, so it does matter. Proper testing and market research can help here, which we’ll cover briefly. Brand names are typically summations of what a company does, its goals in the marketplace, or how it hopes to impact the world. In most cases, simplicity is the name of the game. Restaurants are a great example of this. ### From Six Inches to Iconic: The Foot-Long Journey of Subway’s Name Did you know that when [Subway](https://www.usatoday.com/story/money/2020/01/12/companies-forced-to-change-their-names/40963349/) was launched in 1965, it was first known as Pete’s Submarine Sandwiches? Today, subway is an iconic brand, but its founders opted for a more direct [naming convention](https://www.smashbrand.com/articles/product-naming-conventions/ "naming convention") when it first opened. Things paid off, and Pete’s could evolve its name into something catchier. Naming and branding go hand in hand. Consider what your company does, what you sell, or your services. How can you best represent yourself to a new customer who needs to learn what you do? ## Brand Naming Examples By Category Brand names fall into one of several categories based on the [name development strategy](https://www.smashbrand.com/articles/name-development/) or what they’re designed to do. Here’s a curated list of brand name examples to help you brainstorm your next big brand name idea. **Honorifics**: Brands named in honor of people (usually company founders) or based on the celebrity persona the founder holds: - McAfee Corp. - McDonald’s - Calvin Klein **Metaphors**: Evocative names that aren’t directly descriptive but have a poetic element that sticks out, often resembling their brand personality: - Midas - Gorilla Tough - Amazon **Acronyms**: Shortening a longer, descriptive name into a bite-size phrase: - CVS (Consumer Value Stores) - BMW (Bavarian Motor Works) - GEICO (Government Employees Insurance Company) **Descriptors**: Describing a core feature, function, or desired association of the brand: - Whole Foods - Facebook - Restoration Hardware **Branded Names**: Invented names that are usually easier to trademark: - Venmo - Lego - [Nike](https://mycomparisionguide.com/nike-marketing-strategy-and-mix/ "Nike") Hopefully, this list explains how the perfect brand naming idea comes in many forms and flavors. Serving as just a taste, this isn’t an exhaustive list of categories, but most business name ideas fall into one of these five buckets. We can see how these names fit into the overall brand architecture for their respective businesses, helping to define the brand for more congruent brand awareness. ## The Role of Brand Value in Brand Naming Start your brand naming process by looking at each category and applying your [brand value propositions](https://www.smashbrand.com/articles/creating-your-brand-value-proposition/) to these frameworks. Naming is often an “I’ll know it when I hear it” sort of deal, so throw everything you can at the wall and see if a good name sticks. You are not looking at a polished name just yet, but the creative process will help you move in a particular direction. It helps you think broadly about your [brand purpose](https://www.smashbrand.com/articles/brand-purpose/) and values. After all, brand names are broad by nature to encapsulate many distinct products and services in a company’s portfolio. Restaurants like Pete’s Submarine Sandwiches, Pizza Hut, or Firehouse Subs can avoid basic naming conventions. The problem is that such a direct approach offers little creative differentiation, which is crucial for FMCG and CPG brands. Brick-and-mortar retailers don’t have to worry as much about this, given that a more significant part of their business comes from in-person foot traffic. But when selling to retailers, consumer packaged goods companies must have a name that stands out. ## Creating Your Brand Naming Strategy Like other business branding and marketing efforts, a systematic process is the most important aspect of a brand naming strategy. It creates guidelines for exploring creativity and keeping team communication on the same page. Here are three steps to follow in your brand name strategy. ## Lead With Market Research Though it should go without saying that in 2023, brand naming needs to be supported by market research. This is an essential step for [effective brand positioning](https://www.smashbrand.com/articles/the-basics-of-brand-positioning/). Common topics reviewed include the following: - What imagery the name evokes. - Memorability. - Differentiation from key competitors. - Target demographic perceptions. - Emotional context. Put some thought into the naming process. Then, when you are ready to explore different opportunities with a naming professional, have a well-crafted brand naming brief that provides them with documentation. Hence, they will fully understand the brand naming direction you hope to travel. ## Explore Creative Concepts While we recommended a brand naming brief, we also recognize how sometimes rules are made to be broken. Let your naming copywriter explore inside and outside-of-the-box concepts. One of their ideas may excite you, and you can see its long-term impact across marketing materials and your brand logo design. In this scenario, hang on to the idea and test it for consumer acceptance. ## Perform Brand Name Testing Brand research only represents a portion of the data necessary for effective brand naming. Naming research can (and should) include panel testing to see how to determine how it speaks to your target market. Existing brands can capture these insights as a part of a [brand audit](https://www.smashbrand.com/articles/brand-audit/ "brand audit"), whereas new companies may need to validate their impact through outreach methods. Testing determines whether your research and strategic process have led you to the correct name. Work with a full-stack branding agency like ours that provides hard data for each option. Such companies often use a mix of customer surveys, focus groups, A/B tests, and sentiment analyses to determine how a name may resonate with an audience. For companies just starting, this type of feedback can be like a lighthouse keeping your ship on course. Like a [product naming process](https://www.smashbrand.com/articles/consumer-testing-product-names/ "product naming process"), every word matters and speaks to an audience uniquely. ## How To Rebrand When Things Go Wrong What if I Choose Wrong? Is It Possible to Rebrand? Great question. Remember that nothing is set in stone; a brand name can change or evolve. And not every brand has to change [to become socially acceptable, as with Pearl Milling Company](https://edition.cnn.com/2021/02/09/business/aunt-jemima-new-name/). Plenty of companies start with a name but change it after the company matures or its services [pivot in an unexpected direction](https://www.smashbrand.com/articles/pivot-strategy/). And some opt to change their names when they reach a critical mass of popularity that renders certain aspects redundant: - Apple Computers -> Apple - Starbucks Coffee, Tea and Spices -> Starbucks - Dunkin’ Donuts -> Dunkin’ It’s easy to see why these companies began with more descriptive names before transitioning into a new name that is sleeker and more compact. Once you build some [brand equity](https://www.smashbrand.com/articles/brand-equity/), you have a little more creative freedom, but for those starting, it helps to have a name that’s easy to understand. Simple and descriptive is your rule of thumb. And no brand is ever too big to consider a company naming adjustment. Remember when Walmart hyphenated its name? In 2017, the company officially rebranded itself (retaining the existing words) from Wal-Mart Stores Inc. to just Walmart Inc. – a move described by corporate to reflect the company’s commitment to how modern consumers shop. **Alternate take:** The bean counters behind the scenes realized Walmart could save on printing costs across its [marketing portfolio](https://blog.flipsnack.com/6-tips-create-remarkable-digital-portfolio-template/ "marketing portfolio") by eliminating an unnecessary hyphen. Whatever the justification, [rebranding](https://www.smashbrand.com/articles/rebranding/ "rebranding") is certainly possible, so don’t give yourself an ulcer coming up with your name. ## Developing and Refining Your Brand Identity Your name is one of the most essential parts of your brand, but it’s not the only part. Your name is just one piece in the larger brand marketing puzzle; it’s a way to connect with audiences before engaging them further with your other brand assets. We recommend companies look at the big picture and consider how their brand name works in marketing. ## Consumer Testing For Effective Brand Naming At SmashBrand, we specialize in company branding which includes [data-driven naming services](https://www.smashbrand.com/brand-product-naming/ "data-driven naming services"), and helping clients understand the intricacies of consumer psychology. Whether you need to brand a specific product or redefine the direction of your company overall, our branding specialists can give you a hand. Book a time to discuss your project with our team and learn more about our services. We will help you establish a name that differentiates your brand from the competition and penetrates the marketplace. **Categories:** Strategy --- ### [Top 5 Crazy Packaging Design Concepts That Actually Worked.](https://www.smashbrand.com/articles/top-5-crazy-packaging-design-concepts-that-actually-worked/) **Published:** May 26, 2014 **Author:** Kevin Smith **Content:** The imitable Jack Nicholson uttered one of the great movie insults of all time in the 1997 film “As Good As It Gets” when he instructed an annoying neighbor to “Sell crazy someplace else; we’re all stocked up here.” Ascribing to the “so crazy it just might work” philosophy isn’t usually the ideal strategy when brainstorming and implementing new packaging design concepts, but in some cases the old adage holds true. We’re not advocating that designers throw out conventional markers of great design — functionality, elegance, clarity — and aim instead to create something that is loco for loco’s sake. Rather, some of the craziest concepts still result in elegant packaging designs, as long as form and function align with the out-of-the-box concept. Here are six wild designs that accomplished the multifaceted goals of being innovative, interesting, and memorable while serving the product and making it fly off the shelves. ## 1. Sony’s “Bottled Walkman” Imagine the design meeting when some young whippersnapper suggested *this* extremely literal take on conceptual product packaging for a waterproof MP3 player. The music storage and listening device comes fully submerged in a water bottle and is sold in vending machines at exercise facilities and aquatic centers in New Zealand. The reason it works? It appeals directly to the target market — swimmers — by *proving* it works while meeting its consumers on their home turfs. It’s selling well and does a lot to prove that highly conceptual and elegant packaging designs don’t have to be at cross-purposes. ## 2. Dan Aykroyd’s Crystal Head Vodka This *Ghostbuster* is busting sales projections with his crazy crystalline craniums filled with what Aykroyd claims is a purer, less chemically enhanced version of the popular spirit. It’s a wild design: a clear glass skull filled with the additive-free version of vodka Aykroyd claims is made in a more traditional manner. It’s pretty overt — the message is “clear your head” — and it’s working. From an initial order of 5,000 cases, sales quickly exceeded the $50 million mark in the venture’s first few years. ## 3. *Six Feet Under* Box Set Regarding tongue-in-cheek packaging design concepts, the six-season collectors’ edition of HBO’s beloved series about a family funeral home business puts a whimsical twist on the *macabre*. This witty concept includes four sides portraying the eponymous “six feet” of dirt under which we all eventually come to rest and is topped with a grassy material and headstone marking the series’ lifespan: 2001-2005. It goes a long way to prove that elegant packaging designs can also be a little cuckoo. It’s also one of the best selling box sets on the market and was named to the UK’s *Telegraph* list of best box sets more than seven years after it “passed over” to television’s final resting place. ## 4. Bota Box On the surface, it may not seem zany, but in the highfalutin world of wine connoisseurs, Bota Box’s utilitarian and decidedly unfussy packaging could be considered totally nuts. This ergonomic, economic, and earth-friendly design is flying off shelves in a market where elegance and refinement are the Holy Grail. It’s not your grandma’s Franzia; Bota Box produces quality wines that regularly win tasting awards and packages them in no-frills cardboard boxes that are equally at home in the backcountry, at the tailgate, or alongside a $300 cheese board. We love packaging design concepts that are crazy *and sensible* — like 3000mL of South African Chardonnay in a sleek cardboard box for under $25. ## 5. PUMA’s Clever Little Bag As far as tried-and-true packaging, there isn’t a more familiar and ubiquitous design than the old standard shoebox. However, PUMA, blew the roof off of the establishment with its definitely crazy but decidedly groundbreaking entry into the shoe packaging market. The “Clever Little Bag” incorporates a reusable shopping bag that wraps and gives structure to a one-piece cardboard insert. The cardboard folds into the shape of a traditional shoebox, protecting shoes while using 65 percent less paper *and* maintaining the shape to which we’ve become accustomed. It fits right in with traditional boxes but saves money, reduces waste, and comes ready-made with a lasting marketing imprint. PUMA hopes customers will tote the reusable bag after unpacking the shoes, advertising the brand *ad infinitum*. Comprehensive packaging design concepts like this one keep working even after the consumer purchases the product. That’s crazy! So, if you think elegance and economy can’t coexist with cuckoo [packaging concepts](https://www.smashbrand.com) — think again. We applaud these companies for taking risks that reaped the rewards. As designers, it’s our calling to think outside the box literally. Doing well can mean a hot-seller in a wild package that consumers can’t overlook. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Case Study: Coca-Cola's 'Simply Orange' Is Not So Simple.](https://www.smashbrand.com/articles/coca-colas-simply-orange-is-not-so-simple/) **Published:** March 18, 2014 **Author:** Kevin Smith **Content:** Everyone enjoys a glass of pure, sweet, health-giving orange juice. However, “Simply Orange,” the orange juice brand that is advertised as being essentially squeezed from the fruit even before it is picked from the tree it’s so darned fresh, is undergoing a bit of an image hiccup. While the brand is perfectly happy to have us believe that its juice is as pure and natural as the morning dew glistening on their hand-picked oranges, the brand is actually owned by \[ominous music here\] Coca-Cola, which is to freshness and nature what a “Real Housewife” is to pride and dignity. Consumers buy Simply Orange juice because they believe it is a fresh natural product. [It came out recently](https://chicagoist.com/2013/02/10/simply_orange_is_anything_but.php) that Coca-Cola employs a “Black Book” algorithm to ensure the juice product is consistent all year round. Even if the strategy was totally clean and wholesome, what kind of lunatics would give it a name like “Black Book?” It sounds like a Cold War death squad roster. Anyway, this algorithm and its practices involve a ton of engineering, processing and additional non-orange juice ingredients, which are really, really unlike the folksy, fresh-squeezed commercial veneer so lovingly narrated by respected actor Donald Sutherland. Now that the world knows what’s happening in the Simply Orange laboratory, how can the company save itself and its product? Through [effective branding](https://www.smashbrand.com/work/), that’s how. Of course, since the brand image entirely misrepresents the product, a bit of PR wizardry might be in order in this case. ## Trying to Right a Brand’s Sinking Ship Branding was a rather offensive term only a few years ago, considering how it calls to mind the disfigurement of property, animals and even people to broadcast ownership. Today, we happily brand ourselves and allow ourselves to be branded by others (anyone wearing a national team sports jersey is advertising someone’s brand, and has paid money for the privilege). As effective branding is more important to a company than producing a quality product, managing brand image is a billion dollar industry. No organization is immune to occasional brand tarnish. Take cruise ships, for example. For the past few years, luxury cruise ship disasters have been so spectacular and widely broadcast that it wasn’t just the specific luxury cruise lines that were effected; every single cruise ship was covered in taint (and vomit, apparently). It is difficult even to consider a cruise without considering horrid intestinal infections or potential Poseidon Adventure disasters. Nonetheless, cruise ships continue to chug along, largely because they lower prices drastically after every major mishap, which baffles us, since an intestinal parasite cruise is markedly worse than no cruise at all. In any case, the companies don’t weep; they don’t act like they did anything deliberately wrong and they don’t ignore the problem. They issue an apology and offer discounts. And it works. ## Olympic Woes If a company has been bragging about the quality of its products in numerous public forums and then finds that the product might have failed in some spectacular way, effective branding can come to the rescue. Say, for example, you manufacture a line of speed skating uniforms for an Olympic team, and that team goes on to perform worse than they ever have in any major competition. Do you blame the athletes? Do you vigorously defend your product and insist your suits are built according to rigorous specifications? Do you book your CEO on Piers Morgan Live and instruct him to weep during his apology? In this case, the brand shouldn’t puff out its chest and insist that the suits had nothing to do with the team’s sporting disgrace. There was no malice aforethought; the team just performed badly and they happened to be wearing suits that other coaches predicted would slow them down significantly. A straightforward acknowledgment of the situation, the brand’s regret that their product might have contributed to it and the promise that they will perform rigorous research to determine whether or not the suits were culpable should be enough. Marketing and branding is rocky terrain. Cruise ships will occasionally hit a reef or host a parasite. Once in a while, athletic uniform manufacturers will miscalculate a suit’s wind resistance. Sometimes, orange juice producers lie outright. In any case, keeping a cool head and a clear course of action will help to steer a brand out of danger. Of course, if you’re Coca-Cola and you threaten to pull advertising from any network or publication that broadcasts your deception, that helps, too. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [How To Execute A "Profitable" Pivot Strategy.](https://www.smashbrand.com/articles/pivot-strategy/) **Published:** March 1, 2023 **Author:** Jason Vaught **Content:** The strategy you create when selling products to the consumer market isn’t a one-and-done effort. Through each phase of a business cycle, there will always be unforeseen reasons that demand a need to pivot in the marketplace. But before finding an alternative path or blazing a trail, brands must have a pivot strategy to ensure their direction change points them toward greater profitability. This article aims to give CPG brands (or any company) an inside look at how we pivot companies as a part of their [brand development strategy](https://www.smashbrand.com/articles/brand-development/). Here’s what you can expect to learn from this article. - A clear understanding of what a pivot strategy is. - Why Pivot strategies are essential for CPG brands. - The most common pivot strategies we see in the marketplace. - How to identify the need for a brand or product pivot. - Why pivot strategies fail and how to prevent this unnecessary event. - How to develop a pivot strategy for any brand. - CPG case studies, along with insights into their brand’s pivot - How an agency like ours can help your brand pivot for maximum profits. ## What is a Pivot Strategy? A pivot strategy involves significant changes to a company’s products, marketing, or distribution strategies in response to changing market conditions, customer behavior, or lackluster performance. Specific actions in a brand pivot strategy may include changing a company’s brand image, product portfolio, or retail partners. A pivot point is a specific time that triggers the need for a pivot strategy. The goal of a pivot strategy is to help a company adapt to new market conditions and stay competitive while remaining true to its core values and brand identity. ## Importance of pivot strategies for CPG brands McKinsey reports that [2021 was the year of the business pivot](https://www.mckinsey.com/capabilities/strategy-and-corporate-finance/our-insights/the-strategy-and-corporate-finance-blog/the-year-of-the-pivot). 2022 may seem like a lull, but with so many brands struggling to go from red to black, 2023 will undoubtedly become the year of the profit pivot. Recently we’ve seen CPG brands take action, adjusting their business plan for the following reasons: - An unforeseen event such as the Covid-19 pandemic. - Changes in the economic climate with realistic possibilities such as a recession. - Slowly evolving trends, as we see with [sustainable packaging](https://www.smashbrand.com/articles/consumer-demand-for-sustainable-packaging-is-on-the-rise/). At some point, every [CPG brand strategy](https://www.smashbrand.com/articles/cpg-brand-strategies/) will require a pivot to adapt to changes in the market. Impenetrable positioning is nearly impossible. Sooner than later, CPG brands must face the harsh realities of this industry, where they can choose to adapt, migrate, or die. ### Diving Into The Market Head First Some CPG brands have an aim, shoot, ready business model. Meaning they jump into a product category without [a go-to-market strategy](https://www.smashbrand.com/articles/go-to-market-strategy/). As much as we would like to say that this isn’t common, it’s true for more brands than the public realizes. In this situation, a pivot strategy is necessary when a new brand gains traction. Without a pre-determined action plan and capital to support the pivot, new brands must get scrappy and quickly understand what and how to change. Unfortunately, this doesn’t always work out in the brand’s favor. ## Types of Pivot Strategies Pivots come in many shapes and sizes. Sometimes it’s a small incremental change with significant impact potential. Other times, it’s an all-hands-on-deck effort to move the heavy boat in a new direction. Here’s a look at the five most common pivots. **Product Pivot:** A product pivot strategy involves changing a company’s product offerings. Pivoting a product may include altering a product’s ingredients, packaging, pricing, or introducing new product lines to meet consumer demand better. **Marketing Pivot:** A marketing pivot strategy involves changing a company’s marketing approach. Pivoting a [CPG marketing plan](https://www.smashbrand.com/articles/cpg-marketing/) may include targeting a different audience, using other advertising channels, or changing the tone or messaging of marketing campaigns. **Distribution Pivot:** A distribution pivot strategy involves changing how a company delivers its products to consumers. Pivoting a distribution mod could include expanding into new geographic markets, partnering with new retailers or online marketplaces, or using new distribution channels. **Brand Pivot:** A branding pivot strategy involves moving away (or perhaps towards) a company’s brand identity. Pivoting a brand strategy may include [rebranding](https://www.smashbrand.com/articles/rebranding/) the company or its products, changing its [brand purpose](https://www.smashbrand.com/articles/brand-purpose/), or targeting a different consumer demographic. **Pricing Pivot:** A pricing pivot strategy involves changing the pricing of a company’s products to meet consumer demand better or a profit target. Pivoting your pricing may include lowering prices to attract more price-sensitive consumers or increasing costs to reflect the perceived value of a product. ## Identifying the Need for Pivot Strategies To successfully pivot a CPG brand, it’s crucial first to identify the need for change. Here are three key factors to consider when determining whether a pivot strategy is necessary: ### Analyzing Market Trends & Consumer Behavior Don’t turn a blind eye to data that may disrupt your brand. Keeping a close eye on the latest market trends and consumer behavior is critical to identifying when a pivot strategy is necessary. Changes in the market, such as shifts in consumer preferences or the emergence of new competitors, may require a brand to pivot to remain competitive. Looking at the coffee category, many brands pivoted from hot to cold brew offerings. Brands that adapted quickly could capitalize on a new coffee category, making the competitive landscape less saturated. ### Identifying Weakness In a Current Brand Strategy Another critical factor to consider when evaluating the need for a pivot strategy is identifying weaknesses in the brand’s current strategy. Brand weaknesses include issues with consumer perception of a product, poor marketing performance, inconsistent supply chain, or an inadequate distribution strategy. It begins by looking at what’s working and what isn’t. Not to eliminate what isn’t working but defining the why of each. Weakness in a [brand strategy](https://www.smashbrand.com/strategy/) means looking at how to maximize strengths and bring up weak points. Here, a brand can determine when and where to pivot. ### Evaluating Competitors’ Strategies In strategic planning, evaluating competitors’ strategies in the market is mandatory and helps brands identify areas where they may fall behind similar category offerings. Competitors’ products may target your ideal consumer better, adapt to market trends, or match their brand with the correct retail partner. Pivots do not always come through painful experiences. Often, they stem from an opportunity presented when evaluating competitors’ strategies. Our client Roam Free Ranch recently pivoted into Costco Wholesale after recognizing the gap in ready-to-eat bison-based meals. Entering as a raw bison brand would have been white noise in Costco; instead, they are targeting the affluent customer aiming for nourishing convenience. ## When Pivoting Goes Wrong Pivoting means change, and consumers, purchasers, and the business owner may not always embrace the change that occurs when you pivot. One of the greatest challenges of pivoting is getting your team on board with your amended strategic plan. Team alliance is crucial to a brand pivot, whether through new mediums in your marketing efforts or by shifting your aim to a new target market. Embrace the saying of two horses being able to pull three times the weight of a single horse. From a consumer standpoint, customer backlash about change is a concern of equal weight. If the pivot is not communicated effectively or is perceived as a departure from the brand’s core values, damage to brand identity can be costly. Even if the consumer is not “offended” or is unaware of the change, pivoting without the right strategy can cost your company significant [brand recall](https://www.smashbrand.com/articles/the-importance-of-cpg-brand-recall/). And there are financial risks with every product or brand pivot. One of the challenges is not understanding how much capital is required to complete the pivot. Underestimating how the pivot impacts customer retention costs is critically important to the success of a company’s attempt to pivot. The best way to understand these risks is to look at what happens when a pivot goes wrong. ## Examples of Pivots Gone Wrong We all want to learn from the winners, but sometimes, the best lessons are taken from those who’ve made painful mistakes. Here are two examples of brands that pivoted incorrectly. ### An Image We May Never Forget Kodak’s Digital Pivot Strategy In the late 1990s, Kodak attempted to pivot its business from traditional film to digital photography. Despite being an early innovator in the digital camera market, because it lacked the necessary digital strategy, Kodak failed to pivot its business profitably. While there are always numerous reasons, primarily Kodak failed because of its inability to adapt to rapidly evolving market trends and the rise of smartphone photography. As a result, the company filed for bankruptcy in 2012. **Key takeaway:** Even successful companies can struggle to pivot in the face of disruptive technologies. It’s important to stay agile and flexible to stay ahead of the competition. ### Wow! That Did Not Work! Frito-Lay’s Wow! Chips Pivot Strategy In the late 1990s, Frito-Lay attempted to pivot its business by introducing a line of potato chips called “Wow! Chips” that were marketed as healthier alternatives to traditional potato chips, using a fat substitute called Olestra. However, the chips had the side effect of causing digestive issues in some consumers, leading to negative publicity and declining sales. Frito-Lay’s ultimately discontinued the product. Two decades later, it’s common practice for calorie-restricted products to include ingredients that create digestive distress to encourage weight management. Wow! Chips may have been too early in this trend. **Key takeaway:** Companies should thoroughly evaluate new products’ potential risks and side effects before introducing them to the market. A brand must be transparent with consumers about the experience they will have with their product alternatives. ## How To Develop A Pivot Strategy Here’s a look at the strategic pivot steps you must take. Use these steps when working through any of the previously mentioned pivot points. ### Compile Historical Brand Data Gather information about your brand value through your company’s successes, challenges, and current strategies to compile historical brand data. Analyze trends and patterns to identify areas for improvement and potential growth opportunities. ### Review Marketplace Trends Review marketplace trends to gather industry trends, consumer behavior, and competitor activity data. Use this information to identify gaps in the market and potential areas for differentiation. ### Understand Vendor Needs and Opportunities Engage with suppliers, distributors, and other stakeholders to understand their perspectives and identify potential opportunities for collaboration or improvement. ### Develop A Strategy To Support The Pivot Use the information gathered from historical brand data, marketplace trends, and vendor needs to develop a comprehensive plan that outlines specific goals, tactics, and timelines. ### Test The Strategy Before Executing Conduct [market research studies](https://www.smashbrand.com/articles/understanding-cpg-market-research/) and perform pilot tests to gauge customer interest and effectiveness before making significant investments or changes. ### Continuously Monitor The Progress Of Your Pivot Regularly review data, gather feedback from customers and stakeholders, and adjust your business strategy as needed to ensure that you meet your goals and stay ahead of the competition. ## Examples of Brands With Successful Brand Pivots Here, we have two different approaches to a brand pivot. In the first example, we look at a “house of brands” seeking a brand pivot through acquisition. The second example is another “house of brands” changing their existing offerings to meet consumer expectations. ### Entering The World of Health & Wellness Photo Credit: Pepsi Co, Inc.PepsiCo’s Health and Wellness Pivot Strategy In 2010, PepsiCo launched a pivot strategy focused on health and wellness to offer consumers healthier beverage and snack options. The company acquired several brands, such as Naked Juice and Sabra Hummus. Also, it changed its existing products, such as reducing the sugar content in its flagship Pepsi soda. These brands were experiencing success on social media platforms such as Facebook & Instagram. As a result, PepsiCo captured a growing market demand for healthier snack and beverage options and has seen sustained growth in its health and wellness portfolio. They also gained insights into how the social media channels where health was consistently a trending topic. The decision to acquire wellness brands before making substantial changes to their existing products allows them to continue moving forward with their historical brand story while adapting to new market trends. **Key takeaway:** PepsiCo could diversify its portfolio and capture a new market segment by recognizing changing consumer preferences and proactively pivoting its capital allocation to meet those demands. ### Embracing Sustainability in Packaging Photo Credit: Nestle CorporationNestle’s Sustainable Packaging Pivot Strategy In 2018, Nestle announced a pivot strategy focused on sustainable packaging to reduce its environmental impact and meet growing consumer demand for eco-friendly products. The company committed to making all of its packaging recyclable or reusable by 2025 and also launched several new products, such as Nespresso coffee pods made from recycled aluminum. This pivot strategy has helped Nestle establish itself as a leader in sustainable packaging and enhanced its reputation with consumers. **Key takeaway:** By prioritizing sustainability and proactively reducing its environmental impact, Nestle could meet the growing consumer demand for eco-friendly products and improve its brand image. ### Learning From These Case Studies These case studies show the importance of being proactive and responsive to changing market conditions and consumer preferences and their role in a successful pivot. CPG brands can successfully pivot their businesses when they have the right strategy and test it before execution. ## Brand Strategy & Packaging Design Want a best-selling brand? As the CPG industry’s leading brand strategy and packaging design agency, we will create a pivot strategy for your brand and a packaging presentation guaranteed to perform on-shelf. Our data-driven process and decades of CPG experience create the perfect formula for determining how and where to position your brand in the marketplace. Schedule a time to discuss your project with our team.  **Categories:** Strategy --- ### [The Top 5 Complaints Consumers Have about Your Packaging.](https://www.smashbrand.com/articles/the-top-5-complaints-consumers-have-about-your-packaging/) **Published:** March 7, 2014 **Author:** Kevin Smith **Content:** Package designers are notorious for thinking of packaging concepts that appeal to package designers more than the general public. If they wind up on the shelves, these package designs could turn the packaging, marketing and whatever-product-they-contain’s world upside down. Or they could thoroughly confuse or offend the audience they’re trying to attract and bring shame and disgrace to everyone involved. It’s a fine line. Everyone, regardless for their individual affection for design and beauty, responds to a pretty package, but if the package is merely pretty without being effective, it will drive customers away from the product. Likewise, if the package design is too Spartan. If the package doesn’t broadcast the product’s benefits via the strength and usefulness of the design, it will devalue the product inside. We’ve talked about [packaging issues that have bugged us as designers](https://www.smashbrand.com/articles/dont-let-snobbery-prevent-change/), but customers have different standards. Here are five common and totally avoidable packaging problems that will cause customers to avoid your product like the plague. ## 1. Can’t open it. Seems pretty simple, doesn’t it? A package should be openable if the consumer will be able to use it. However, some packages (largely the dreaded clamshell packages) are so aggressively encased in their stiff plastic packages that they can’t be opened without the aid of a Hattori Hanzo sword. Moreover, shearing open the package creates lethal exposed edges. Believe us, potentially fatal package design is enough to drive a consumer away forever, or at least post really off-color and damaging Tweets. ## 2. Uses too much, or unrecyclable, material. In old movies and television shows that depict what was imagined to be the 21st century, there is always huge amounts of highly sanitized, individual product packages – largely in the form of nutrient pills that make consuming full meals easy and convenient. Funny how, now that we’re actually in the 21st century, that ideal has become the exact opposite of what we find acceptable, and we’re back to agrarian principles and we happily look up ways of making homemade preserves and mulberry cider on our iPads. In an age where “environmentally responsible” has become a cynical marketing buzz phrase, it seems ridiculous that some companies are still packaging tiny items in gargantuan amounts of material or materials that are thoroughly unnecessary considering the products they contain. This mistake will certainly drive away the eco-consumers and could result in the [kind of publicity you don’t want](https://www.hugedomains.com/domain_profile.cfm?d=packagingbuzz.com). ## 3. Packaging is flimsy. Packaging is a great delivery system for brand messaging and product use, but packaging is supposed to protect the product during shipment and storage. If it fails to protect the product, it fails to have a point. The product is in danger of becoming damaged in shipment, and the brand is in danger of developing an image for cheap or shoddy goods. Even if the product itself is just fine, a luxury item in a plastic bag gives off the wrong message, if the message is: “Spend a huge amount of money on this product.” ## 4. Packaging doesn’t look like what it contains. Consumers devote a mere fraction of a second to the retail shelf and individual product scrutiny. The business will suffer if your product packaging is vague or misleading in terms of the type or quality of article it contains. Packaging that is deceptive or confusing will not only fail to attract a consumer base, but it could also [potentially injure the consumers who do purchase it](https://www.forbes.com/sites/marketshare/2012/11/09/do-brands-have-a-responsibility-when-it-comes-to-packaging/?sh=4c6d7ee3ef46). ## 5. Packaging is overly designed. We’re all for stylishness, but getting so incredibly creative with packaging design it alienates the consumer is just shooting yourself in the foot with a style gun. Packaging concepts that were ill-conceived or overthought [aren’t just rookie mistakes](https://www.smashbrand.com/articles/packaging-design-mistakes/), either – huge corporations have been guilty of it. When you’re thinking, “Hey, wouldn’t it be cool if my line of mechanical pencils and refill leads was shaped like syringes and packets of heroin?” it’s time to take a time out. Packaging can just as easily draw a customer in as it can push him away. Make sure you consider public fascination when designing your package, and ask yourself, “Will the average consumer find a toothpaste tube in the shape of a potato gun as fascinating as I do?” We’ll answer that for you: No. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development firm](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Designing Packaging that Teens Won't Ignore](https://www.smashbrand.com/articles/designing-packaging-that-teens-wont-ignore/) **Published:** June 9, 2016 **Author:** Kevin Smith **Content:** ***OMG. Like, I can’t believe they even packaged stuff like that. Like, didn’t they read SmashBrand’s article on how to package for teen customers?*** The affection teenagers have for your product could mean the difference between existing in obscurity and being a major retail sensation. This is not only because the teenage market is, in itself, enormous, but because many adults take their cues from what the youngsters embrace. Oh, adults might not go so far as to wear “fashion braces” and listen to Ariana Grande, but the “Twilight” series didn’t become a global juggernaut without a lot of grown-up help. ## Package for Stores, Not Apps You might think that, because teenagers spend nearly every waking second staring at a digital communications device of some kind, they would largely abjure brick-and-mortar retail stores in favor of online shopping apps. Of course, you’d be wrong. If you want to market your product to a teen or ‘tween demographic, one of the first things you should know is that teenagers tend to make their purchases in physical retail outlets far more than they do online. Although it is true that the young are completely in the thrall of their Samsung Galaxies and their iPhone 6’s, they are staring at their phones in groups, as they wander in and out of shopping complexes and other teen hubs. This is because the teen is a pack animal, and pack animals do not hunt via Google Shopping. According to the [Pew Research Center](https://www.pewresearch.org/short-reads/2013/06/10/teens-shop-with-clicks-but-prefer-bricks/), nearly 80 percent of surveyed teenagers stated that they preferred to do their shopping in stores. What does this mean, then, for packaging? It means that your youth-focused package design has to be tailored for the display case, rather than the thumbnail. Packaging that begs to be picked up, held, and inspected is a must if you’re going to seduce your teenaged consumer. ## Visual Appeal Is Everything Teenagers shop impulsively, and they’re drawn in by trendy color combinations, textures, sparkle, and shine. A young buyer tends to believe that his/her identity can be summed up by their personal sense of style. Adults don’t generally purchase food/beverage items because the packaging matches their favorite shoes, but a teenager will. When you are designing your packaging concept, make sure it mimics the personal aesthetic of your target teenagers’ fashion trends; it if looks like what they’re wearing, they’ll be attracted to it. If you have an entire product line, structure the youth-focused package design in such a way that one package compliments the other when displayed in a group. If the packages look great bundled together on display, then they will also look great bundled together on a dresser or in a bathroom shelf. A young buyer is, therefore, more likely to buy the set, and not just a single product. ## Keep the Teenager Entertained Just because teenagers don’t make their purchases online doesn’t mean that they don’t want the physical buying experience to be similar to the colorful visual excitement of the online world. Use your packaging strategy to engage the kids. How do you engage them? By showing them how your product will allow them to live the lives of their dreams. Seriously. Remember, not only are you selling a product and a brand, you’re selling an entire lifestyle, and although this is necessary no matter who your market is, it is doubly necessary when you’re marketing to kids. Kids love to imagine themselves as fully developed people, who are capable of making choices independently of their hormonal fluctuations and the opinions of their peer group. Use your youth-focused package design to sell them independence and fun. Tell them you take them seriously as individuals, even as you hint that your lip gloss will turn them into Taylor Swift. Also, one of the best tools in your marketing and design arsenal is humor; if your design uses quirky, ironic, and even snarky concepts, your average teenager will be sold. The teen and ‘tween markets are rich with revenue possibilities. Although teenagers are terribly fickle when it comes to brand loyalty, that doesn’t mean you shouldn’t put a targeted effort into winning them over, even if it is just for the short-term. Kids are impulsive, visually-oriented, and sensitive to group-think. Why allow these developmental hurdles to go unexploited? **Categories:** Design --- ### [How To Craft the Ideal Brand Extension Strategy.](https://www.smashbrand.com/articles/brand-extension-strategy/) **Published:** July 6, 2023 **Author:** Jason Vaught **Content:** Continuous growth is a concept threaded in the nature of a company with a recognizable brand name. We often hear the saying, “your either growing or dying,” which makes brands nervous anytime the company seems to be going through the motions. This uneasy tension leads key decision makers, the brand manager and the marketing team, to assemble their teams to develop their next brand extension strategy. But deciding when, what, and how to engage in a brand extension can be tricky. Creating a brand strategy around a new SKU is a complex process that demands a dynamic and systematic approach to ensure the product and the rest of the brand. This guide is for big and small brands considering an extension to further their brand awareness and grow their company’s revenues. ## What is a Brand Extension? A brand extension refers to utilizing an existing brand name to introduce new products or expand into different market segments. It involves leveraging positive associations, recognition, and equity to create and promote new offerings of the parent brand. Brand extensions can take various forms, such as introducing a new product line, targeting different customer segments, or expanding into related product categories. The aim is to capitalize on the existing brand’s reputation, customer loyalty, and market presence to drive the success and acceptance of the new offerings. **Read More:** [Brand Extension vs. Product Line Extension](https://www.smashbrand.com/articles/line-extension-vs-brand-extension/) ## Types of Brand Extension Strategies Understanding the distinct differences between the various brand extensions is essential when creating a new product. In CPG, we typically see three primary forms of a brand extension, and while there may be a crossover between them, understanding which is your focus will help you to create a more effective and impactful brand extension strategy. ### Complementary Product Extension Almost every CPG product can expand into a companion product that consumers use simultaneously with the original product. Before producing a complementary SKU to support an existing product, a brand should weigh the pros and cons of taking more of the consumer’s money vs. co-branding opportunities. ### What is a Complementary Product Brand Extension? A complementary product brand extension involves introducing new products that complement and enhance the existing offerings of a brand. ### Creating complementary products increases per-customer spend but brings new manufacturing and supply chain challenges.  Bulletproof is known for its coffee, where they perform laboratory testing to ensure zero mold toxins exist in the product. While thousands of creamers on the market get the job done, Bulletproof understands their consumers’ high standards and desire to follow the Original coffee recipe. Creating a coffee creamer as a complimentary product extension makes sense for this brand. ### Customer Base Extension Whether it’s through evolving consumer habits or a change in trends, keeping hold of your existing customer base is critical to a brand’s long-term success. A brand must also understand that multiple products may be necessary to reach its entire customer base. In both cases, a customer base extension can help a company remain on-brand while further capturing market share. ### What is a Customer Base Brand Extension? A customer base brand extension is a strategy that focuses on leveraging existing products or services to target and retain customers within the brand’s existing customer base. ### Strong brand recall and a prominent broad-category positioning enable company authority brand extensions.  ### Co-branding represents a strategic form of brand extension to expand and strengthen a product’s customer base. To leverage brand equity, Kellogg’s understood that not every breakfast consumer wants a carb-based cereal in the morning. By co-branding with Carnation, Kellogg’s meets the needs of an aging customer base that is more calorically sensitive and those who want a flavorful on-the-go breakfast choice. ### Company Authority Extension The majority of brands should refrain from engaging in a company authority extension. Leveraging authority as a means of growth is for the established brand serving broad categories. Depending on the category and product type, a brand may invest in penetrating a new category or simply leveraging its existing branding to create a presence. Failing to test brand recall and equity before proceeding with a company authority brand extension often results in product discontinuation. ### What Is A Company Authority Brand Extension? A company authority brand extension refers to an established brand expanding its presence into new product categories by leveraging its expertise and credibility in a particular domain. ### Strong brand recall and a prominent broad-category positioning enable company authority brand extensions.  The foundation of Annie’s brand positioning is in creating safe organic products for adults and children. Their positioning speaks to a wide (and growing audience), allowing them to create brand extensions in seemingly unrelated categories. From microwaveable international culture meals to organic dipped granola bars, Annie’s logo permits their entrance into almost every grocery store aisle. ## Should You Invest In A Brand Extension? For many brands, the correct answer to this question is no or not yet. As mentioned, many successful brands feel the itch to add more branded products, but having enough money and relationships may or may not be the right time to enter a new product category. ### Reasons To Invest In A Brand Extension Aside from “growth urgency,” there are valid times and reasons for pushing forward with a brand extension. Here’s a list of potential reasons 1. **Expansion of market reach:** Reach new customers and target untapped markets. 2. **Leveraging existing brand equity:** Capitalize on the positive associations and reputation of the established brand. 3. **Capitalizing on customer loyalty:** Retain and engage loyal customers through new offerings. 4. **Diversification of revenue streams:** Generate additional sources of income and reduce reliance on a single product or market. 5. **Increased market share:** Gain a more significant portion of the market and outpace competitors. 6. **Opportunity for growth and expansion:** Explore new opportunities and drive business growth. 7. **Maximizing brand recognition:** Extend the brand’s visibility and enhance brand awareness. 8. **Meeting evolving customer needs:** Adapt to changing customer preferences and stay relevant in the market. 9. **Utilizing existing distribution channels:** Leverage established distribution networks to reach customers efficiently. 10. **Competitive advantage in new product categories:** Gain an edge over competitors by entering new product categories. 11. **Synergistic product offerings:** Create products that complement existing offerings, providing added value to customers. 12. **Exploiting untapped market opportunities:** Enter untapped markets or niche segments to capitalize on growth potential. Expansion of market reach Leveraging existing brand equityCapitalizing on customer loyaltyDiversification of revenue streamsIncreased market share Opportunity for growth and expansion. Maximizing brand recognition.Meeting evolving customer needs. Utilizing existing distribution channelsCompetitive advantage in new product categoriesSynergistic product offeringsExploiting untapped market opportunities When you think of Listerine, what comes to mind? For many, it’s what you know you should do but don’t remember to. But people are held back from using mouthwash for other reasons, including inconvenience and the fact that it often makes a mess. Listerine launched a customer base brand extension to reach the target market better to fill a much-needed gap. PocketPaks, the thin, dissolvable breath strips, proved highly successful. The convenience and portability of PocketPaks resonated with consumers, and they became a popular alternative to traditional mouthwash. Would this product have performed well without the brand recognition Listerine held? Probably not. Brand extensions become a risk worth taking when brand identity meets a solution to a problem. ### Reasons Not To Invest In A Brand Extension Whether operating from an optimistic, realistic, or even pessimistic stance, it’s easy to identify one or more reasons for a brand extension. Aside from cash constraints, It takes a data-driven, experienced, and strategic individual who will identify reasons to say wait; maybe this isn’t such a good idea. Put yourself in this mindset and review why a brand should not move forward with a brand extension. 1. **Potential brand dilution:** Risk of diminishing the brand’s strength and value. 2. **Risk of brand stretching:** Overextending resources and losing focus on core offerings by [stretching a brand](https://www.smashbrand.com/articles/brand-stretching/ "stretching a brand") too thin. 3. **Negative impact on brand image:** Potential harm to the brand trust and perception in the market. 4. **Disruption of the existing supply chain:** Potential challenges in adapting or integrating new products into the current supply chain. 5. **Lack of fit between the new product and brand identity:** Incompatibility between the extension and the brand’s established identity and values. 6. **Insufficient market demand for the extension:** Limited customer interest or low demand for the proposed extension. 7. **Limited resources for successful implementation:** Inadequate availability of financial, operational, or marketing resources for a successful extension. 8. **Inadequate brand recognition in the new market:** Lack of brand awareness and recognition in the target market, hindering acceptance and adoption. 9. **Potential cannibalization of existing product sales:** Risk of the extension competing with and cannibalizing sales of current offerings. 10. **Incompatibility with the brand’s core values:** Misalignment between the extension and the brand’s core values and positioning. 11. **High costs and financial risks associated with the extension:** Potential financial burdens and risks involved in developing and launching the extension. 12. **Lack of consumer interest or relevance:** Insufficient consumer demand or relevance for the proposed extension in the target market. 13. **Limited competitive advantage:** Inability to differentiate the extension from existing market offerings, lacking a competitive edge. Potential brand dilution Risk of stretching a brand too thinNegative impact on brand imageDisruption of the existing supply chainLack of fit between the new product and brand identity Insufficient market demand for the extensionLimited resources for successful implementationInadequate brand recognition in the new market Potential cannibalization of existing product salesIncompatibility with the brand’s core valuesHigh costs and financial risks associated with the extensionLimited competitive advantage or inability to create brand distinction ## How To Create A Brand Extension Strategy Launch, ready, aim isn’t the best way to create a successful brand extension, but arrogance and subjectivity cause this to be the sad reality of why only[ 30% of all brand extensions survive after two years](https://journals.sagepub.com/doi/10.1177/00222429231164654). While it’s a slightly different approach, a core brand must walk through many of the same brand development steps as they would for a new brand with a new product. Here’s a look at each step a core brand must take before launching. ## Perform Consumer Research Anytime a brand considers a new product, it must invest in market research to assess consumer demand, price expectations, attrition rate, and other factors. Identifying the reality of the product, its category, and the consumer separate from existing brand equity gives companies a clear look at their potential. Now, the important question: Is your brand the right fit for this new product category? Brand fit is a crucial aspect to consider when undertaking a brand extension. It involves assessing the existing brands and new product categories’ compatibility. By conducting consumer research and brand audits, companies can gain insights into how the target market perceives their brand and evaluate whether it aligns with the expectations and values of consumers in the new category. Developing a unique brand positioning and conducting consumer testing further validate the brand’s fit and resonance with the target audience. A strong brand fit ensures that the extension leverages the existing brand’s equity, reputation, and customer loyalty, increasing the likelihood of success and driving brand awareness and growth. ## Conducting A Brand Audit Assuming there is an opportunity to penetrate the product category, an existing brand must then look at each factor that will positively (or negatively) impact the brand’s performance in this new category. While numerous audits will occur every brand should address these two aspects of a brand. 1. **Brand Awareness:** Brand awareness assessment is a vital part of the brand audit, involving evaluating the recognition and familiarity of the brand among the target market. Through surveys, interviews, or market analysis, companies can gauge the extent to which consumers are aware of the brand’s presence, products, and overall market visibility, providing insights for the brand extension strategy. 2. **Brand Perception:** Assessing brand perception is essential in the brand audit, focusing on how consumers perceive and interpret the brand’s image, values, and reputation. By gathering feedback through surveys, focus groups, or social media monitoring, businesses can gain insights into consumer emotions, attitudes, and associations, helping shape the brand extension strategy and ensure alignment with the desired brand positioning. A brand development agency may need to assess many other brand metrics to identify how to create the best brand positioning for this new product. ## Developing A Unique Brand Positioning Whether it’s a new or established brand entering a new category requires distinct brand positioning. The statement remains true even if you have a strong brand identity and the extension aligns with consumer expectations. Take the Sunkist vitamin C example. Sunkist is the most well-understood brand in the orange juice category, and orange juice is what everyone suggests for a healthy dose of vitamin C. So why isn’t the Sunkist vitamin C chewable table a successful brand extension? A lack of brand distinction in the flooded vitamin C capsule market. ### In This failed brand extension example, Sunkist leaned on its identity instead of focusing on brand positioning.  ## Consumer Testing Identifying a gap in the market where you can insert your brand offering a point of distinction doesn’t mean it will attract new customers to your product. What seems to be a great idea on paper often doesn’t translate into purchase intent. That’s why consumer testing is critical before launching into the marketplace. [](https://www.smashbrand.com/development/)## Create A Go-To-Market Strategy The moment you hit the launch button on your product, it starts to become old news. How fast you penetrate the market is critical to the success of your brand extension. A product proven to attract customers will not do any good if you cannot get the product in front of the consumer. Your [go-to-market strategy](https://www.smashbrand.com/articles/go-to-market-strategy/) requires a brand to dangle the carrot in front of the buyers and consumers, enticing them to grab it before it’s gone. The strategy also includes a strategic investment in in-store promotions that increases the visibility of your new product. ## Revisit The Brand Marketing Strategy Unless your marketing budget doubles when you launch a second SKU, a brand must revisit the marketing strategy. Even if you have a double-down budget, it may be worth performing marketing research to identify a better way to market the brand to promote multiple products. The marketing team should review the existing marketing strategy well before the product’s launch. Deals must be made, design and copy must be amended, and reporting must be set up. ## Data-Driven Brand Development For CPG Brands Want to execute a successful brand extension strategy? We can help. SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to[ packaging design testing](https://www.smashbrand.com/testing/), our Path To Performance™ process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Strategy --- ### [How To Execute A Targeted Go-To-Market Strategy.](https://www.smashbrand.com/articles/go-to-market-strategy/) **Published:** March 13, 2023 **Author:** Jason Vaught **Content:** It’s go time! Your product is set to launch, and you are eager to get it into the hands of consumers. This takeoff point can make or break a brand; Having a go-to-market strategy makes all the difference. Whether launching a new product or taking an existing product into a new market, strategic planning, and effective execution isn’t an option. CPG is a competitive arena where brands hope to steal away market share from existing brands. Getting in the door is easy, but the GTM strategy solidifies your placement on store shelves. Here’s what you will learn in this article: - A clear definition of what a go-to-market strategy is and isn’t. - Why CPG & FMCG brands must have a GTM strategy. - What comes before a GTM strategy. - How to create your GTM strategy. - Monitoring and reporting on your GTM strategy. When you finish this article, you will understand the what, why, and how of go-to-market strategies. ## **What is a Go To Market Strategy** A GTM strategy refers to a business’s approach to bringing its products to market. In the DTC model, a GTM strategy fully prepares customers to purchase on a website. In a retail model, the GTM strategy focuses on making the product easily accessible to the customer. Retail go-to-market strategies are more complicated and involve identifying the right retail partners, establishing effective distribution channels, and optimizing inventory management to ensure the product is always in stock. Most brands will need an [omnichannel go-to-market strategy](https://www.smashbrand.com/articles/cpg-omnichannel/) demanding that you consider DTC and retail, ensuring they work well together. The GTM strategy should prioritize providing customers with a seamless and engaging shopping experience for aspects within your control. ## **Why Brands Must Have a Go-To-Market Strategy** Products don’t just sell themselves, so brands must have a go-to-market strategy. A GTM strategy is critical to the success of any product launch or market expansion effort. Without a well-defined GTM strategy, even the best products can fail to gain traction in the market. A GTM strategy increases the likelihood that brands will differentiate themselves in a crowded marketplace, build brand awareness, and generate customer loyalty. By investing in a GTM strategy, brands support their marketing plan to lower customer acquisition costs, position themselves for success, and maximize their market share. ## **What You Need Before A Go To Market Strategy** It’s easy to blame a failed [brand strategy](https://www.smashbrand.com/articles/cpg-brand-strategies/) on the go-to-market strategy. But often, what happens in-store is a symptom of an underlying problem. Before brands create GTM strategies, they must follow a strategic [brand development](https://www.smashbrand.com/articles/brand-development/) process which includes the steps you are about to learn, starting with understanding your ideal consumer. ### **A Clear Understanding Of Your Target Market** Having an “idea” about your target customer will not get the job done. You need to understand your ideal customer profile intimately. Becoming hyper-specific with your buyer persona helps you better understand how to capture potential customers with your go-to-market strategy. Understanding your target market begins with market research. ### **Market research To Support Your Product Launch** [CPG market research](https://www.smashbrand.com/articles/understanding-cpg-market-research/) is no longer just internal data discussed by your brand. Now, in many cases, retailers will close the door on your brand; if you cannot provide data-driven reasons they should consider it. Here’s a look at the broad market research categories: - Market segmentation - Category differentiation - Competitive analysis - Customer needs and pain points - Cultural and social factors Market data will help you understand your value proposition for market positioning that stands out. ### **Brand Marketing Strategy** The [marketing strategy](https://www.smashbrand.com/articles/cpg-marketing/) you present to retailers is another factor in determining whether they open the doors to your brand. Like identifying your customer persona, your marketing campaign sets the stage for your go-to-market strategy, ensuring customers have a soft-touch brand experience before their initial purchase. Choosing the right marketing channel with the right marketing message is critical to the success of your GTM strategy. ### **Packaging Design** Bluntly put, brands under-invest in their packaging design. A poor-performing [retail packaging design](https://www.smashbrand.com/articles/retail-packaging-design/) is like putting an anchor on your GTM plan. It will negatively impact every aspect of your strategy and allow challenger brands to steal away consumers through more impactful [product messaging](https://www.smashbrand.com/articles/product-messaging-that-drives-conversions/) supported by the right shape and design. ### **Product Pricing** You can do everything right with your GTM strategy, but it will only succeed if your product has the right pricing strategy. Your product pricing plays a pivotal role in your value proposition. Test your pricing strategy before you go to market. ## **How To Create a Go To Market Strategy** Now that we have covered aspects of a business strategy that directly impact your success in the market let’s cover exactly how to create a go-to-market strategy. Here, you can take your data-driven competitive advantage and leverage it to create a full-fledged attack for each of your channels. But first, you must know who your target channel(s) are and how you can best serve them. ### **Define Your Target Channel(s)** The first step to omnichannel success is understanding your channel capacity. While your sales rep might have the ambition of capturing slot space in every national retailer, it’s unlikely that you will be able to serve these many retail partners. Here are the steps you must take to determine your channel capacity. 1. Create a list of the retailers where your ideal customer profile shops. 2. Determine which is the top priority for your brand. 3. Forecast your ability to serve them based on inventory capacity and store locations. 4. Create a margin of safety in case there are supply chain issues & unforeseen opportunities. 5. Determine your need for distribution partnerships. Refrain from taking GTM product management lightly, as it is critical to long-term success. > Brands need to place a significant amount of focus on their channel strategy (what is sold, where, and at what price point), and then constantly monitor and analyze their strategy to ensure it is optimized for peak performance. – Christy Lebor, Partner & Director of Strategy at SmashBrand ## **Creating Your Go-To-Market Sales Strategy** Here is where things get juicy. The meat (or meat substitute) of a GTM strategy is in the sales process. ### **Define your Sales Process** Clarity is power. A well-defined [sales process](https://www.salesmate.io/blog/sales-process/ "sales process") that outlines the steps your sales team will take enables accountability and makes reporting on wins or losses a streamlined process. Your defined sales process is a framework for how your salespeople will convert leads into retail partners and consumers into customers. For CPG brands selling into retail stores hoping to convert consumers into customers, it’s crucial to have a well-defined sales process. ### **Sales Forecasting** Forecasting your revenues isn’t to be like Babe Ruth, where you call your shot. It gives you direction for budgeting, production planning, and inventory management. CPG brands can use forecasting methods, such as: - Trends analysis - Regression analysis - Qualitative methods These will get your brand closer to the target, but your company should allow for a margin of error, as forecasting is not a guarantee. One means of appropriate sales forecasting is to use the Delphi method, which is a way to predict future sales based on historical data, market trends, and other factors through the consensus of various CPG subject matter experts. ### **Determine Your Sales Goals** There is a clear distinction between sales forecasting and sales goals. Forecasting might determine the total quantity of products sold and how much revenue you hope to generate, but sales goals get into the specifics. Following the SMART goal-setting principle, CPG brands should create specific, measurable, achievable, relevant, and time-bound goals as a part of their GTM strategy. To do this, you must consider the current market conditions, category data, historical sales data (for a [rebrand](https://www.smashbrand.com/articles/rebranding/)), and changing trends. ### **Identify Your Sales Metrics** Sales metrics are more than knowing your per-store revenues. CPG brands must understand aspects of product revenues, such as conversion rate, average deal size, win rate, and sales cycle length. With these metrics in hand, you can make data-driven decisions about areas for improvement and how to maximize your strengths. ### **Develop A Sales Training Program** Sales training is a two-pronged approach for CPG brands. It’s relatively obvious how your brand or product manager must educate their sales teams about product knowledge, sales techniques, and how to handle objections. But what about those closer to your target customer? Investing in sales training means product education for the merchandiser, distribution sales rep, and retail store associate. Many brands leave this stone unturned, limiting the GTM strategy’s success. ## **Monitoring Your Go-To-Market Strategy** Indeed, you can’t manage what you don’t measure. But equally important is reporting on and making sense of what you measure. And this is how we begin a GTM review. ### **Understanding Your Reports** Monitoring your GTM strategy involves analyzing metrics such as per-slot revenues, in-store marketing campaigns, and product revenues compared to category revenues. Comprehensive reports can be challenging; many brands receive this data but struggle with paralysis from analysis. ### **Implement Your Go-To-Market Strategy** The first step to monitoring your GTM strategy is to review retailer compliance and determine if retailers have implemented every part of your go-to-market strategy. Retailer compliance is a continuous struggle for CPG brands. Often it leads them to work with retail compliance agencies who audit your retailers to determine if they are sticking to the agreement. ### **Monitoring And Tracking Results** Now is the time to monitor and track the success of your GTM strategy. How frequently you perform this activity will depend on the number of channels you operate in, the partnerships you have in place, the SKUs you offer, and more. The Key is that you consistently track and monitor results. Reviewing your reports, you may notice changes in customer behavior, market trends, and newcomers entering your competitive landscape. Create a checklist to ensure you check every report and consider every aspect of your campaign. ## **Let’s Recap What We’ve Learned.** A go-to-market (GTM) strategy refers to a business’s approach to bringing its products to market. It is critical to the success of any product launch or market expansion effort. This strategy involves creating a seamless and engaging customer shopping experience through a data-driven competitive advantage. Before creating a GTM strategy, brands must - Understand their target market - Identify their product’s unique value proposition - Conduct market research - Invest in product pricing, packaging design, and brand marketing strategies. To create a successful GTM strategy, brands need to: - Define their target channels. - Create a systematic sales process. - Invest in monitoring and reporting on their GTM strategy. ## **Our Go-To-Market Guarantee.** Want a best-selling brand? Whether it’s a new product launch, rebrand, or entering a new market, we help FMCG and CPG brands create a successful GTM strategy. Our data-first process guarantees you will have a brand strategy and packaging design that wins on-shelf. Book a time to discuss your project with our team. **Categories:** Strategy, Testing --- ### [Using Color to help Separate Product Lines](https://www.smashbrand.com/articles/using-color-to-help-separate-product-lines/) **Published:** November 21, 2012 **Author:** Kevin Smith **Content:** I am sure we have all been in the store looking at a line of products and are confused as to which one to get. Do I want the standard, deluxe or the premium model? Is the edge frost different from the winter blast? What do I do when they all look the same? Read 6pt font on the pack to figure it out? These are common questions that consumers have to a problem that should never exist in your package designs in the first place. If you make sure there are clear and definable differences between products you can not only can you avoid a problem you can create a benefit. One proven method in doing this is called: **color coding.** ### What is Color Coding? Color coding is the act of using a difference KEY COLOR for each product in a family line. ### Honey, don’t forget to get the blue one! Even I have noticed the subtle effect of color coding on my buying habits. How many times have you gone to the store to get your wife something and her instructions were: “get the blue one”. She doesn’t remember the name, flavor or details of the product but she knows the brand and color. This effect is known as “brain dumping” and it is when your brain boils down all the information you gather in a day and reduces it to only the most necessary parts. Hence when you go to the store and you know you like a certain type of ice cream but you cant remember what it is. Your brain says you bought the one in the blue package. If you think about it, its quite ingenious as your mind has boiled down the entire marketing strategy of a million dollar company to two things. Brand and Color. ### Why would I want to use color coding? If you have a line of 10 products and there are a few in the line that bleed into each other from a performance, function and cost perspective you are certainly going to want to clearly establish the difference from a visual perspective. Using the rainbow effect is one way to clearly do this. It also has a few very nice benefits. ### Benefits of Color Coding - Consumer has a clear choice - Consumer will bond with a certain color and return for it - Boils identity of product to its simplest form - Enables a Brand Wall type effect ### Don’t call an Orange and Orange . . unless its an Orange. The most common example of color coding is in flavors. Its been well established for over a 100 years that certain colors dictate a flavor response. Take yellow for example. Its either lemon or banana. Orange is well . . Orange. You can see this in any frozen food isle. Another common use is in beauty supplies like makeup, shampoo and deodorant. You want to be aware of the already established color associations that exist already. Don’t try to get too cute with using the wrong color to associate a flavor to be trendy. Consumer confidence and trust is more important. Give them what they expect. ### A Brand Wall of Rainbows Another benefit from using color coding is the Rainbow block effect. And that comes from the way the product is merchandised on the shelf. Many companies try to create large blocks of a similar base color and then use a key color to help identify individual products. The larger a Brand Wall is on the shelf the higher chance it will catch the consumers eye. ### Sneaky Tricks are for Kids There are some bad things you need to know about using color coding as you design your next package design project and those are copycat tactics. It’s very common for the no name brand to mimic a brand leader with packaging and color coding that is very similar to the leaders in an attempt to confuse or convince the consumer that their product is the same. As a Creative Director and graphic designer myself I have run into various scenarios where you are asked by a client to mimic a brand leader or in fact there is not much color space left in a crowded market segment and you are forced to do what you can. In these times you need to rely on your creativity and know how to find a solution. There is never a need to rip off or blatantly copy another design. EVER. I like to tell clients: “Why do you want to look like them when we can design better packaging that is unique and fits your brand?” This and some brainstorming usually leads to more fruitful and productive discussions. ## Data-Driven Brand Development Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Formulating The Perfect Product Naming Architecture.](https://www.smashbrand.com/articles/product-naming-architecture/) **Published:** August 1, 2022 **Author:** Jason Vaught **Content:** Are you tired of product names that fall flat, fail to connect with your target audience, and leave your sales in the dust? It’s time to develop a foolproof brand architecture strategy for naming your CPG brand’s products and unleash the power of product naming architecture. With a well-crafted [naming process](https://www.smashbrand.com/articles/naming-process/ "naming process"), you can create a master brand identity that stands out from the crowd and resonates with your customers deeply. From catchy and memorable to descriptive and informative, product names are the first impression of the parent brand and can make or break your sales. Let’s dive deep into [product naming](https://www.smashbrand.com/articles/product-naming/) architecture, exploring the critical elements of a winning naming strategy. We’ll share tried and true tips and tricks to help you craft product names that are both effective and memorable, driving sales and building brand loyalty. We will also share guidelines for product extension strategies. So, are you ready to take your product naming game to the next level? Let’s get started! ## Core Elements of Product Naming Architecture Product naming is an art and a science that allows companies to distinguish their products from their competitors. It’s what grabs (or loses) the attention of potential customers and contributes to the brand equity. But, developing an effective product naming architecture involves core elements that act as a foundation. Utilizing these elements allows companies to align their new product names with their brand portfolio. Let’s discuss these elements in detail and understand their role in developing brand awareness: ## Brand Guidelines Brand guidelines are a crucial component of product naming architecture and play a vital role in ensuring that your product names align with the brand strategy and messaging. A[ study by Marq](https://www.marq.com/blog/brand-consistency-competitive-advantage) found that consistent brand presentation across all platforms increases revenue by up to 23%. By establishing clear guidelines for naming products, companies can ensure that each name is consistent with the Brand’s voice, tone, and personality. > ***Consistent brand presentation across all platforms increases revenue by up to 23%*** > > marq Guidelines are essential for a product and brand extension, as product names must align with the existing identity while differentiating new products from the current offerings. By incorporating brand guidelines into your product naming architecture, you can [create a cohesive and effective naming strategy](https://www.smashbrand.com/articles/name-development/ "create a cohesive and effective naming strategy") that supports your Brand’s goals and drives sales. ## Naming Framework Naming framework is another core element of effective product naming architecture. It provides a structured approach to creating compelling and memorable product names that align with a brand identity, positioning, and promise. [Market research](https://www.smashbrand.com/articles/understanding-cpg-market-research/) and understanding of the target audience helps to develop a naming framework that supports a brand’s strategy. This includes guidelines for length, spelling, pronunciation, intellectual property, and trademark protection considerations. By incorporating a [naming framework into product naming](https://www.smashbrand.com/articles/product-naming-framework/ "naming framework into product naming") architecture, each name can align with the Brand’s voice, tone, and personality while resonating with the target audience and conveying brand promise. It can help differentiate a product from competitors and build brand positioning and loyalty. Studies have shown that brands with high levels of loyalty generate up to[ 9 times more revenue](https://factory360.com/brand-loyalty-5-interesting-statistics/) than competitors with low levels of fidelity. ## Naming Hierarchy A naming hierarchy is a critical component of product naming architecture that helps brands approach naming strategically and consistently. It involves creating a framework for product names that align with the company’s branding strategy, including umbrella brands, endorsed brands, and sub-brands. For instance, P&G uses a naming hierarchy to organize its brands. At the top level, the company has an umbrella brand that includes its corporate brand and product categories such as beauty, grooming, and health care. Under each category, there are sub-brands such as Crest, Gillette, and Pantene. This approach helps maintain consistency and clarity across a brand’s product portfolio while allowing for effective extensions. Brands can create a similar portfolio for products with product names with such strength that they have become brands in their own right. A study by [Brand tuned](https://www.brandtuned.com/blog/brand-naming-hierarchy-essential-issues-to-consider-when-naming-your-brand-2) found that a well-structured naming hierarchy can increase brand recognition and recall, leading to increased sales and revenue. ## Techniques for Creative Naming Techniques for creative naming are a crucial element of product naming architecture that can help brands create memorable and effective product names. These tactics include brainstorming sessions, mind maps, word associations, creative briefs, and other tools to spark creativity. By working through these [product naming exercises](https://www.smashbrand.com/articles/product-naming-exercises/), brands can craft product names that seamlessly match their Brand’s voice, tone, and personality while striking a chord with their intended audience. Integrating creative naming approaches into product naming architecture allows brands to forge a unified and impactful naming strategy that bolsters their overarching branding objectives and stimulates sales. ## Product Name Testing Product name testing is critical for brands to ensure their product names are compelling and memorable. It involves testing potential product names with the target audience to gauge their reactions and identify potential issues. Companies can avoid potential naming pitfalls such as negative connotations, mispronunciations, or cultural insensitivity with the help of name testing. Additionally, testing product names unlocks new ways of product naming that resonate with the target audience’s preferences. Finally, product name testing helps to create a cohesive and effective naming strategy that supports branding goals and drives sales. ## Multi-Product Brand Naming Strategies [Multi-product brand naming strategies](https://www.smashbrand.com/articles/product-naming-strategies/) are an effective way for brands to organize and market multiple products under a single brand name. Let’s look at some examples of product naming architecture strategies and their effectiveness in detail: 1. **Umbrella Brand Naming:** A company uses a single brand name to cover a range of products or services. It makes product marketing easier by using the power of a brand name. Examples include Amazon, Alibaba, Google, and Virgin. 2. **Family Naming Architecture:** Family naming involves using a common brand name for a range of related products or services. It is easy to remember, which results in increased brand recognition. Some good examples include Kellogg’s cereals, Nestle chocolates, and Procter & Gamble’s household products. 3. **Endorsed Brand Naming Architecture:** This strategy involves a separate brand name for each product or service and includes the parent brand name as an endorsement. Consider Marriott hotels with brands such as Courtyard and Ritz-Carlton and Ford cars with brands such as Mustang and F-150 as examples. 4. **Sub-brand Architecture:** In sub-brand naming, the company creates a brand name for a specific product or service that is part of a more prominent brand family. An excellent example of sub-brand architecture is Apple, where iPhone, iPad, and MacBook are sub-brands. 5. **Hybrid Branding:** This is when a company uses a combination of umbrella, family, and endorsed branding strategies to create a cohesive brand architecture. Unilever uses a hybrid naming architecture for products like Dove, Axe, and Ben & Jerry’s. 6. **Theme-Based Naming Architecture**: In this approach, products are named around a specific theme or concept, creating a cohesive and memorable product lineup. For instance, a cosmetic brand might have a line of lipsticks named after various flowers, such as Rose Red, Orchid Pink, and Lily Nude. 7. **Tiered Naming Architecture:** Tiered naming revolves around classifying products into distinct tiers or levels determined by their features or price points—for example, iPhone 14, iPhone 14 Plus, iPhone 14 Pro, and iPhone 14 Pro Max. 8. **Function-Based Naming Architecture:** Product names indicate this framework’s primary function or purpose, ensuring easy customer understanding. For example, a fitness equipment brand may offer treadmills, Elliptical trainers, and Exercise Bike products. 9. **Acronym-Based Naming Architecture:** Product naming often relies on acronyms, particularly in the technology and automotive sectors. Companies can craft memorable and succinct product names by utilizing the initials of longer descriptions. Notable examples include IBM (International Business Machines) and BMW (Bayerische Motoren Werke). 10. **Founder’s Naming Architecture:** It involves naming a product or a group of products after the company’s founder or individual linked to the Brand. Found documenting architecture helps add a personal touch, fueling a sense of rust. Ford is one of the world’s most renowned examples to consider. ## Product Naming For CPG Brands SmashBrand is more than a [product naming agency](https://www.smashbrand.com/brand-product-naming/ "product naming agency"). We have a proven track record for taking ideas and turning them into retail-ready products. Our **Path To Performance™** process includes strategy, design, and testing to ensure your brand becomes a top contender in your product category. Book a time to discuss your project with our team. **Categories:** Strategy --- ### [How To Conduct A Successful Naming Workshop.](https://www.smashbrand.com/articles/naming-workshop/) **Published:** August 18, 2022 **Author:** Jason Vaught **Content:** Do you have a great product idea but can’t figure out a name you like? You’re not alone. Most businesses believe selecting the right product name is the most challenging part of branding. The solution to this problem is conducting a successful naming workshop. But how do you conduct one? What are the key steps and considerations? Let’s explore the ins and outs of running a successful naming workshop. You’ll learn how to prepare for the workshop, structure the session, and evaluate potential names. By the end of this article, you’ll be equipped with the knowledge and tools to conduct a successful naming workshop for your product and uplift your brand name. ## What is A Naming Workshop? A product and [brand naming](https://www.smashbrand.com/articles/brand-naming/ "brand naming") workshop is a collaborative session that brings together key stakeholders to generate and evaluate potential names for a product. It aims to enhance the [naming process](https://www.smashbrand.com/articles/naming-process/ "naming process") and develop a brand name that aligns with the brand strategy and product development goals. Participants brainstorm and evaluate names based on brand potential, market appeal, and uniqueness during the workshop. The goal is to generate a list of potential names that can be further evaluated and refined to find the perfect name for the product. A successful workshop involves careful preparation and planning, including identifying the right participants, setting clear objectives, and establishing a structured process for generating and evaluating names. By conducting a naming workshop, businesses can ensure that their product has a memorable and effective brand name that aligns with their brand strategy. ## The Benefits of Naming Workshops Conducting a successful naming workshop is beneficial in many ways. First, a naming workshop helps businesses to create a strong brand identity. A well-chosen brand name can help a product stand out in a crowded market. It helps to generate creative and unique ideas for brand names that align with the brand personality and messaging. By bringing together individuals from various departments and backgrounds, a naming workshop can encourage new perspectives and ideas that may not have been considered otherwise. This can lead to enhanced creativity and influential brand names that resonate with consumers. It helps streamline the naming process and ensures the final product name is aligned with the brand strategy. Lastly, these workshops enhance branding and allow businesses to avoid costly mistakes by establishing clear criteria for name evaluation and involving the key stakeholders. ## What A Naming Workshop Includes The naming process involves several steps, whether you are finding the right name for your product or a small business. But what are these steps? How important each one of them is when selecting the right name? Let’s look into it! ### Research Research is the backbone of naming workshops. It helps companies to analyze the target audience and their connection with names. Conducting thorough research is also fruitful in competitor analysis and finding gaps. It allows companies to find names that engage the target audience effectively. Market research also helps companies understand [product naming conventions](https://www.smashbrand.com/articles/product-naming-conventions/)***,*** leading to more effective and successful [product naming strategies](https://www.smashbrand.com/articles/product-naming-strategies/). ### Brainstorming Once the company understands the target market and consumer preferences, brainstorming is the next important step in the new [product naming process](https://www.smashbrand.com/articles/product-naming/). It involves generating and evaluating potential ideas for a product name. This creative process encourages participants to think outside the box, develop a compelling naming idea, and explore different possibilities. By incorporating brainstorming into the naming workshop, businesses can generate various potential names and identify the most effective and memorable option. ### Strategy Brainstorming helps to build a list of potential names for the product or service during a naming exercise. The next step is to utilize [product naming strategies](https://www.smashbrand.com/articles/product-naming-strategies/) to shortlist the right name for a product from the list. It is a naming exercise that requires careful consideration of factors such as brand identity, target audience, and market trends. A clear strategy helps businesses to ensure that they choose easy-to-remember and effective product names. ### Validation Once a successful strategy has been crafted and product names have undergone meticulous market research, the team must progress to validate each of these names. This step is pivotal in product naming, thoroughly examining potential names with the intended market audience. This pivotal process, called name testing, serves as a valuable tool for businesses to gauge the viability of potential names and uncover any latent concerns or issues. By collating insights from the target market, a company can ensure that the chosen name resonates with consumers and conveys the intended word or message. ## Naming Workshop Best Practices Naming workshops can be highly effective in generating memorable and effective brand names, but there are certain best practices that businesses should follow to ensure success. As a professional branding expert, SmashBrand recommends the following best practices for conducting a successful naming workshop. ### Create Distraction-Free Environments Conducting naming workshops requires a distraction-free environment to concentrate on the task. By eliminating distractions, participants can fully engage in the naming process and generate more creative and effective brand names. Companies can create a distraction-free environment for naming workshops by minimizing noise, eliminating visual distractions, and setting boundaries to ensure uninterrupted time for the workshop. Additionally, using technology to block distracting notifications and taking regular breaks can help participants stay focused and productive throughout the workshop. ### Prepare a Diverse Swipe File During naming workshops, companies must prepare a diverse swipe file. It must contain various sources, including industry-specific terminology, competitor names, and inspiration from other industries. By including a range of sources, businesses can gain a better understanding of naming conventions and identify gaps in the market. Competition analysis can help businesses avoid naming their product similarly and ensure uniqueness in the brand name. Ultimately, a diverse swipe file provides inspiration and ideas to help companies to generate more creative and effective brand names. ### Engage With A Mixed Group of Experts Engaging with a mixed group of experts is a highly effective way to conduct a successful naming workshop. Collaboration among individuals from various departments and backgrounds can lead to more creative and effective brand names. Each person can bring unique insights and perspectives to help generate new ideas and approaches to the naming process. Engaging with a mixed group of experts can ultimately enhance productivity and creativity and lead to more successful outcomes. ### Set Appropriate Time Limits By establishing clear timelines and deadlines, businesses can ensure that the naming process stays on track and progresses efficiently. However, balancing and setting reasonable time limits and allowing enough time for creativity and collaboration is essential. Setting too strict time limits can lead to rushed decision-making and a lack of creativity while setting too loose time limits can result in delays and inefficiencies. Therefore, businesses should carefully consider the complexity of the naming process and set appropriate time limits for each stage of the process. ## Data-Driven Naming For CPG Brands Looking for a data-driven approach to your next naming project? We can help. Lean on us to be your [brand naming agency](https://www.smashbrand.com/brand-product-naming/ "brand naming agency"), utilizing state-of-the-art methods to deliver innovative and effective brand names. Our data-driven approach ensures we generate brand names that resonate with your target audience. Trust us to take your product naming process to the next level with our cutting-edge innovation and expertise. Book a time to discuss a project with our team. **Categories:** Strategy --- ### [Choosing a Color for Your Brand](https://www.smashbrand.com/articles/choosing-a-color-for-your-brand/) **Published:** May 9, 2017 **Author:** Kevin Smith **Content:** *Your brand is what gives life and identity to your product. Knowing what you want people to think when they see it is key to knowing how it should look, and the colors you choose can make or break that relationship.* Target, Google, McDonalds, they all have something in common: immediately identifiable branding with (now) obvious color schemes. It’s difficult to imagine the Target logo in any colors other than red and white, just as Google’s kindergartener-themed colors and McDonalds’ golden arches simply make sense as-is. But why is that? Why do some schemes work so well, while others seem destined for failure? Certainly, some of it comes down to simply getting used to seeing the same thing over and over again. — just look at the [backlash Instagram received](https://edition.cnn.com/2016/05/12/health/instagram-new-logo-change/) after scrapping its iconic design for a loud scholar scheme. **But how do these brands come up with winning color schemes to begin with?** ## **Picking a Color That Means Something** There’s been a lot of research done with regard to colors and the different [emotional responses they elicit](https://www.smashbrand.com/articles/packaging-design-and-the-emotional-purchase/). More recently, researchers have found that [colors don’t evoke the same emotional response in everyone](https://www.youtube.com/channel/UCzWQYUVCpZqtN93H8RR44Qw) because what we feel is determined by culture and our own experiences. In other words, the emotion one person feels when seeing blue may be different to how you felt when typically seeing the color blue. ### **So, what color do I choose then?** That depends largely on you and what your brand promotes. When choosing the right color for your brand, you want to make sure that it’s something that goes with the theme that you’re selling. Neon purple and green would seem out of place for an insurance company’s colors, just as quiet earth tones wouldn’t work for an energy drink that promoted an *electrical jolt of caffeine*. If you’re having a difficult time choosing a color for your brand, have a look at some of the [research into colors and marketing](https://onlinelibrary.wiley.com/journal/15206378?journalRedirectCheck=true) for help. The trick is finding out what colors work best for your brand, and that will take some thought on your part. Here are some tips to help you get started: 1- Know your audience. Try sticking to neutral colors if your target demographic is older, and save the bright, electric colors for the young crowd. 2- Determine the [primary color or color combination](https://www.smashbrand.com/articles/how-color-combinations-impact-your-logo/) for your brand., because that should dictate much of your remaining decision-making process. 3- Find out what colors speak to your customer base. For example, if you’re selling construction tools, you’d probably have more success with metallic or earthy colors instead of pastels. 4- Consider the norms of the demographic you’re selling to, like which colors are associated with masculinity, femininity, youth, and so on. Here’s an example of what we’re talking about: Whistle Pig Whiskey. When coming up with the color scheme, we knew wanted to conjure up the image of a hand-crafted whiskey bottle-stamped and labeled in the back of a rustic distillery. It had to communicate the pride with which it was made, incorporate an essence of the handmade crafting that goes into the process, and appeal to whiskey aficionados. We think it came out pretty well. ## **The Bottom Line** Your brand image is just as important as the product you’re selling. Don’t rush through the aesthetics part of your product just to get it out there. After all, your brand will practically promote itself if it has the right color scheme. **Categories:** Design --- ### [Brand Message: Who Is Your Daddy, and What Does He Do](https://www.smashbrand.com/articles/brand-message-who-is-your-daddy-and-what-does-he-do/) **Published:** August 5, 2013 **Author:** Kevin Smith **Content:** We recently discussed simplicity in branding and logos from a visual perspective. Now, we shall delve into the intricacies of brand message. Simple is always best. A kindergartner should be able to explain what your brand sells; an extremely precocious kindergartner should be able to explain what your brand is about; a genius kindergartner will be able to explain the concept of Groupon. Brand message is something between, “we sell shoes,” and an entire Wikipedia entry. It should delineate the company culture and clarify what the customer can expect if he or she chooses to use the company’s product or services. The brand is basically the selling of a concept rather than an actual product which, if we’re being honest, a customer could probably get from a thousand other outlets. We don’t mean to be insulting, and we’re not talking about anyone specifically, but no one is selling anything that can’t be bought elsewhere. The only reason customers stay loyal to a particular brand is habit. The customer was attracted to the brand in the first place because of its ability to communicate its mission effectively, succinctly and interestingly. ## Don’t worry about attracting everybody; appeal to everybody wanting your product. When you try desperately to please everybody, you wind up pleasing nobody. You have a product or service you want to market; think about who would be most likely to want it and *be specific*. Suppose your bath products have exceptionally strong degreasing agents. In that case, you will want to speak to people needing this feature, like professional auto mechanics, machinists, roofers, and anyone whose profession involves getting elbow-deep in solvents and oils. And, when we say speak to this demographic, we don’t mean simply reminding them what your product is good for; we mean appealing to their sensibilities by stressing the ruggedness of the product, and how the product will contribute to the consumer’s ability to restore a scrap 1971 Oldsmobile Cutlass to factory specifications in less than a minute. There is also a personality aspect involved in branding. You might have a fairly innocuous product, but if your company values environmental awareness, sustainability, local sourcing and the Decemberists, an entire subgroup is dying to give you money. ## Think about what you want your brand to do for (and to) your customers. How do you want your potential customers to react to your brand? Do you want them to find your perspective clever and amusing? Do you want your customers to feel luxurious and sophisticated? Smart? Groovy? Brand is all about feeling. You can have two bakeries, both specializing in cupcakes, and still you can have two very distinct client bases, because one bakery appeals to the sort of person who likes preciousness while another appeals to the sort of person who likes tasty food. ## Concentrate On Your Brand Message. Can you sum up your brand’s aim in 20 words or less? 10 words? One? If that one word is “swag,” then try again. Your brand message isn’t necessarily a slogan but isn’t a corporate mission statement. (“Our thought-leaders strive to optimize solutions and strategies for clients seeking quality cupcake deliverables.”) You will want your message to be specific to your mission and personality. Avoid generic descriptors like “unique,” “cool,” “fun” and “sexy,” since all of these could reasonably be said of wildly divergent things. Avoidance of these terms is especially important if you operate a [funeral home](https://www.memovida.de/en/ueber-uns). So, what have we learned today? We learned that brand messages should be simple and succinct, unless you’re Groupon, in which case a snarky cat is enough to let all pertinent questions about your business model go unanswered. We learned that specificity is key to gaining public trust; not everyone may want or need your product, but those who do will feel their personal needs are being addressed. Most importantly, we learned that we definitely want a cool, fun and sexy funeral home to handle our final arrangements, but we are probably totally alone in that wish. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development company](https://www.smashbrand.com/development/) for FMCG and CPG brands. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Strategy --- ### [Vodka, PETs, and Bottle Necks: Horror Movie or Your Next Step?](https://www.smashbrand.com/articles/vodka-pets-and-bottle-necks-horror-movie-or-your-next-step/) **Published:** March 24, 2014 **Author:** Kevin Smith **Content:** We certainly haven’t hid our support for environmentally sustainable packaging design, as many of our past articles have illustrated. Recyclable bottles? Of course! Light-weight materials? Yes, sir! Giving your luxury product an econo-line look? What? Wait a minute… There is no question that we want all product packaging to be easy on the eco-system, but it has to be eye-catching as well. I mean that is why people hire us, we make packaging that pops. Packaging has to be a selling point; it needs to entice and protect. When people want prestige products, they want that prestige to ooze from every pore of that product, which means that the packaging can’t be so sparse that it doesn’t make an effective or deliberate statement. Environmentally sound packaging that makes the product look and feel cheap won’t harm your brand. Boutique products don’t have to consider the same manufacturing considerations as the multi-national brands. When you’re stirring up your homemade jams or holistic herbal remedies in your kitchen and selling them door-to-door, you can package the product in mason jars or Ziploc baggies. When you start shipping your product to large retailers or overseas (or when FDA officials knock on your door), your bottle design strategies must change. ## Environmental Concerns The environment, branding, as well as public health, will inform your packaging choices greatly. If you want your product to have deep-pocket appeal, your package has to be as attractive as the product. But the most attractive, natural and sustainable packaging materials – glass, organic fabrics, and wood, for example – are not only extremely expensive to mass-produce, they don’t offer the same kind of protection against spoilage, oxidation and breaks as \[gasp!\] plastic. In an ideal world, all packaging would be made of hemp, make for extremely efficient fuel for the DeLorean time machine, and substitute as a delicious gluten-free snack. Unfortunately, we have to rely largely on lightweight synthetic materials that can be recycled, and this starts putting us into the scary border of cheap-looking packaging. Enter the new bottle design for Eco-Friendly 360 Vodka from McCormick Distilling Company, that has jettisoned its glass bottles for a very light polyethylene terephthalate (PET) material that visually mimics the look of glass, but weighs significantly less, so the transport weight is far lower than the previous bottle. PET is also quite a bit stronger, giving the product a higher degree of protection. ## From Glass to PET What could possibly be wrong with a bottle design that offers cheaper transport for more units, greater protection from breakage and product loss and is recyclable, as well? Nothing, to the reasonably-minded consumer. However, historically, consumers aren’t especially reasonable. When we buy premium liquors, we want everything about those liquors to be premium – even the ink on the label should make us feel classy. For heaven’s sake, awards are won for the most fantastical and elaborate liquor bottles. So, what can we do? How can we walk the tightrope of environmental responsibility and high-end allure? Plastics have no inherent reputation for luxury – they’re used for everything from thermal insulation to Happy Meal toys. But just because a particular material might not be the most elegant substance in the world doesn’t mean we can’t add a few interesting flourishes. ## The Swing-Top Closure Eco-Friendly 360 Vodka engineered a unique swing-top metal closure for PET bottles that look like Trappist monks made them. Oh, sure, it’s a tad gimmicky — like putting a cork in a boxed wine — but it’s interesting, nonetheless. Moreover, it projects an image of craftsmanship. This isn’t some 99-cent store product – this has had quite a bit of deliberation behind it. After all, it isn’t easy fabricating a swing-top for a plastic bottle. Slapping a swing-top closure on a plastic bottle might not be the answer to everything, but it’s still a unique statement that serves the brand, and it is just one of the many choices you can make about your bottle design. Pour spouts! Mini-barrels! Ribbons! Feathers! The possibilities are endless, and we’re constantly innovating with it at SmashBrand. How do you get sustainability, function, and a look that speaks to your target market with your beverage bottle design? Just because a bottle is made of lightweight, recyclable plastic doesn’t mean it automatically belongs clutched in the hands of a sleeping hobo. Of course, when we see a jug of vodka whose only design considerations were how easily it can be held with one hand while drunk, we know that product quality is probably not high. But, regardless of materials, we can still design with the connoisseur in mind. Or, at least, for the consumer with more dollars than sense, as the [$7,500 limited edition Belvedere Teddy Bear Bottle](http://cdn.trendhunterstatic.com/phpthumbnails/114/114124/114124_1_600.jpeg) clearly illustrates. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development firm](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Why Purchase Intent is the Most Important Metric for CPG Brands.](https://www.smashbrand.com/articles/why-purchase-intent-is-the-most-important-metric-for-cpg-brands/) **Published:** March 4, 2022 **Author:** Michael Keplinger **Content:** The livelihood of any business lies in its ability to take a consumer from interest to transaction. You can win or lose shelf space based on the initial and repeatable sales a product creates. The metric most vital to moving the revenue needle is purchase intent. You can’t control the number of consumers that pass your product on the shelf, but you can control the percentage of them who find the product and buy it. ## **What Is Purchase Intent Testing?** Purchase intent is when customers affirm that they are choosing your product over the competition. Whether in-store or online, CPG purchase intent is when the customer has grabbed your product off the shelf, evaluated it, and placed it in their cart. But a consumer doesn’t just walk into a store and immediately intend to purchase. There are a series of steps shoppers take before deciding to buy. ## **Getting to the Point of Purchase Intent** Except for D2C products and marketing that drive consumers into the store, it is the retailer’s job to get shoppers in the door. Once the store has done its job, the shopper is closer to discovering your product. While end caps, product demonstrations, and POP displays may encourage an unaware consumer, it is in the aisle where the buyer’s journey takes place. Here, it becomes the responsibility of a CPG brand to stand out. This is where the shift from consideration to the evaluation stage occurs. The package design and messaging must capture the shopper’s attention so that, among the twenty-plus products, your brand becomes one of a few candidates. If the purchase drivers on your packaging most resonate with the buyer, they will put the competitive items back on the shelf, giving your product a full inspection. ## **Purchase Intent for Package Design** Today’s marketers give Most of their attention to purchase intent through digital shopping portals. But with over 70% of retail sales occurring in brick-and-mortar retail settings, packaging continues to be the primary means of increasing consumer intent for on-shelf purchases. A CPG company should carefully evaluate the package type, design, and copy to determine its impact on driving purchase intent. ## **Interrupting Purchase Intent** With the heavy competition existing in established CPG brand categories, a new product cannot solely lean on a strong marketing campaign for the success of the product. CPG marketing must begin with the packaging to determine the purchase drivers communicating with their target market. Whether a consumer comes to the store with brand awareness or not, moving them away from an established product is asking them to make a tough decision. Since our brains look to conserve energy, it is easier for the buyer to return to the familiar, sticking with the brand they always use. Your packaging needs to stand out, your messaging needs to connect, and your design needs to resonate with a non-verbal message. Leaving any of these three out increases the risk that you will fail to interrupt the consumer’s buying habits. ## **Retaining Purchase Intent** CPG manufacturers with a household name are not free from potential disruption. Over 50% of shoppers suggest purchasing another brand’s product if given a discount, free trial, or a friend recommended the product. It is more than probable that your customers are hitting one or more of these three risk factors. The adage “the best offense is a good defense” applies to all consumer packaged goods. Ensuring that your packaging continues to pull the right levers and moving a customer from interest to intent minimizes the distraction from the onslaught of competition. ## **Testing For Purchase Intent** No matter what method we follow, testing exists among all products in the CPG industry. Even a one-person operation uses subjective means of “testing” when comparing options a graphic designer presents. So the question shouldn’t be “Should you test for purchase intent” but “How do we appropriately test for purchase intent?” ### **The Wrong Way to Test For Purchase Intent** Any assumptions held in the decision-makers mind lead us down the wrong road when testing for purchase intent. What we mean by this is when you test the wrong purchase drivers, the winning option is the least wrong option, not the best option. We go deeper into this topic in our article about [subjectivity in package design](https://www.smashbrand.com/articles/subjectivity-in-the-packaging-design-process/). The likes and dislikes of a company decision-maker and those invited into the package [design process](https://www.smashbrand.com/articles/the-packaging-design-to-print-complete-process/) provide nice-to-know information. Unfortunately, they do not represent the buyer persona or the environment in which customers purchase. Even a small business with little access to capital has opportunities to move away from these subjective testing methods. ### **The Right Way to Test For Purchase Intent** While it may seem obvious, companies rarely apply these best practices when testing for purchase intent when making a package design decision. To get the most accurate data about the purchase drivers that lead to purchase intent, you must mimic the buying experience to the best of your ability. Some ways we create this experience for our CPG clients are… 1. Put the customer in the store. 2. Create a realistic, competitive environment. 3. Monitor the consumer as they make their choice. 4. Ask them why they made the choice. Essentially, the right way to test is to map the buyer’s journey, monitor it along the way, and gather context from the consumer after making the choice. ## **The PREFormance Purchase Intent Process** The SmashBrand methodology for creating maximum purchase intent is a repeatable process, beginning with the right purchase drivers. Our Brand Foresight Process predetermines the packaging, pack messaging, and design elements that most resonate with buyers. Using a 4x larger consumer data pool than the industry standard, our package design agency tests, learns, iterates, refines, optimizes, and tests again. This ensures we achieve the greatest percentage of purchase intent. Book a time to discuss your CPG project with our team. **Categories:** Testing --- ### [6 Fundamentals to Make Packaging Design POP](https://www.smashbrand.com/articles/6-fundamentals-to-make-packaging-design-pop/) **Published:** November 19, 2018 **Author:** Kevin Smith **Content:** *Packaging is an important part of any successful marketing plan, which requires knowledge of how to make packaging design “pop.” When it does, potential customers become likely buyers of the products that improve their daily lives, and that epitomizes the importance of product-market placement within the context of packaging design.* ## Product-market placement Most people make decisions about purchases at the point of purchase, and that makes it critically important to know how to make packaging design pop. When packaging design grabs people’s attention and conveys the products’ primary selling points, manufacturers stand a much better chance of reaching a new customer and closing a sale. That is a primary example of product-market placement. Product-market placement has many elements that impact how consumers react, and packaging design is one of the biggest. Packaging design helps to seize the attention of your targeted customers. The size, shape, color, and fonts all convey information in ways that impact how a potential customer feels about a particular product. Packaging that evokes humor, for example, can create a positive feeling within the consumer by making him or her laugh. The customer feels good about the packaging and transfers that positive effect on the product itself. Buying that product then makes the customer feel good about the purchase decision. ## Packaging design with impact Impact is a marketing term that describes the way marketing appeals make potential customers feel when they see it. The packaging of any product is a type of marketing appeal, and that requires “pop” to make people [take notice and generate an emotional response](https://www.smashbrand.com/articles/packaging-design-and-the-emotional-purchase/). Preferably, that emotional response will be one that convinces customers they cannot live another day without buying that item, all the while solving a major problem in their everyday lives. Package designs that convey convenience, simplicity, and quality can help to generate positive impact toward the packaged products offered for sale. Likewise, those that are bulky and less convenient, like a large, bulky bag of water softener salt, are likely to generate negative impact and convince potential customers they can live longer without a particular product. ## Product-market fit The big lesson from this is that emotion plays a large role in people’s purchase decisions. Emotions, though, are impacted by many factors. One of the greatest factors is to identify existing problems, solve them, and market that solution to the people most in need. Your product-market fit can ensure a positive impact by promoting problem-solving solutions. Back in the 1970s, the personal computer was an expensive, bulky concept that had no traction among the general population. But in 1978, Harvard Business School student Dan Bricklin created the [world’s first spreadsheet program](https://history-computer.com/visicalc-of-dan-bricklin-and-bob-frankston-guide/), which completely changed the business landscape. The spreadsheet program created marketing buzz that resonated around the world. That success is akin to the pop that marketers target by grabbing the attention of your target audience with the correct product-market fit. When the packaging conveys a solution to a long-standing problem in the lives of consumers, the consumers will be much more motivated to buy that solution. ## Ideal target audience Another important element of product-market fit is identifying your target audience and creating a product-market fit that addresses its needs. Virtually all products have a likely consumer, and those consumers often share similar purchase habits. Product-market fit requires knowing the general habits of those who are most likely to find value in the products you offer. No matter what the product or service, there’s likely an identifiable target market you can reach through your marketing efforts. You need to research that target market, learn its demographics and buying habits, and develop a product-market fit that reaches your targeted audience and conveys the solutions to their problems. When you can match the right product with the correct targeted audience and inform them of how the product will change their lives for the better, you have created an ideal product-market fit. ## Product positioning Many entrepreneurs make the mistake of employing standardized business practices that worked well in the past. But changing market demographics, consumer demands, and other factors create moving targets of potential customers. That means the ideal product-market fit also changes, and you need to adapt to survive and remain profitable. Marketers need to position products by focusing on the identified target market and illustrating the ways in which a product will improve the lives of potential customers. When a product is positioned properly, the target market is exposed to the product, assesses it, and determines the product-market fit is an ideal one. Product-market fit requires the right marketing strategy and tactics to reach the likeliest purchasers. Marketing strategy involves clearly identifying your target market, learning its likes and dislikes, and developing a plan to implement the correct product-market fit. The marketing plan will include using the best tactics to communicate the best features of your product and ensure an ideal product-market fit. ## Differentiate or die You cannot create an ideal product-market fit without studying the competition and adjusting accordingly. It is important to know how your competition if positioning its products, the target market, types of marketing appeals used, and which distribution channels are used. The more you know about how your competition operates, the easier it will be to assess what does and does not work best, identify competitor weaknesses, and develop an effective plan to create an ideal product-market fit. Your competitors, likewise, will pay close attention to how you try to establish the ideal product-market fit. That includes your choice of marketing channels, such as print media, broadcast, online, or other marketing channels. Your competitors also will consider your distribution network, the design of your packaging, and other factors to determine whether you are a serious threat to their long-term business survival. Just as your competitors learn about your marketing efforts, you need to know about theirs, so that you can carve out a profitable niche via product-market fit, while creating “pop” among your potential customers. Ensuring an ideal product-market fit requires assessing your competition, your likely customers, and determining how best to position your products to become more profitable. When you achieve the goal of establishing an ideal product-market fit, your products very well may seem like they sell themselves. **Categories:** Design --- ### [Rebranding vs. Repositioning: A Comprehensive Guide.](https://www.smashbrand.com/articles/rebranding-vs-repositioning/) **Published:** July 14, 2022 **Author:** Jason Vaught **Content:** Adapting to changes and remaining competitive is mandatory in the ever-evolving consumer packaged goods world. One way to stay ahead is to master the nuances of rebranding vs. repositioning. These are two critical brand management strategies that can revamp your brand’s image and positioning in the market. But what do they entail, and how are they different? Let’s find out! ## Unpacking Rebranding [Rebranding](https://www.smashbrand.com/articles/when-you-know-its-time-to-rebrand/) is akin to a [brand refresh](https://www.smashbrand.com/articles/brand-refresh/ "brand refresh"). It involves changing your brand’s identity to project a new image to your target audience. This transformation goes beyond changing the brand name or logo—it’s an overhaul of your brand’s promise and perception. ### The Rationale Behind Rebranding Rebranding is a strategic decision driven by various factors. In many cases, the current brand no longer aligns with the business model, or the brand equity has taken a hit due to negative public relations. Sometimes, it’s a move to outsmart competitors or cater to a changing target market. Whatever the[ reasons for rebranding](https://www.smashbrand.com/articles/reasons-for-rebranding/ " reasons for rebranding"), it’s about building a new brand that resonates better with your potential customers. ### An Overview Of The Rebranding Process Rebranding isn’t a quick fix. It’s a methodical process that requires careful planning and execution. #### Visual Rebranding This phase entails changing the tangible elements of your brand—logo, color scheme, and typography. But remember, it’s not just about aesthetics. It’s about crafting a visual identity that aligns with your brand strategy and amplifies your brand awareness. #### Strategic Rebranding Strategic rebranding goes beyond the tangible. It involves redefining the brand’s mission, vision, and values. Rebranding might include a pivot in business strategy, targeting a new demographic, or reimagining the brand promise. It’s about steering your brand in a new direction that resonates with your consumers. ## Deciphering Repositioning Brand repositioning, unlike rebranding, does not involve changing the brand’s identity. Instead, it’s about tweaking the [brand positioning](https://www.smashbrand.com/articles/the-basics-of-brand-positioning/) better to serve the market and the minds of consumers. ### The Case For Repositioning Repositioning is the right move to exploit a new market opportunity, respond to competitive threats, or realign your brand with evolving customer needs. It’s about shifting your brand’s positioning to offer a competitive advantage without altering its core identity. ### Navigating The Repositioning Process Repositioning requires shrewd market research and a solid marketing strategy. You may need to modify your value proposition, adjust your pricing strategy, or reshape your social media messaging. The goal is to adapt your brand’s market status while maintaining its identity. ## Rebranding vs. Repositioning: Identifying the Differences Let’s delve into the key distinctions between these two strategic tools. ### Diverging Goals Rebranding aims to change a brand’s identity, while repositioning seeks to adjust its positioning without altering its identity. ### The Processes Rebranding is a comprehensive undertaking touching every aspect of a brand. On the other hand, repositioning involves strategic adjustments to the brand’s market position without changing the brand identity. ### Potential Implications Rebranding can be riskier and more costly due to its broader scope, but if done right, it can lead to a successful [brand repositioning](https://www.smashbrand.com/articles/brand-repositioning/). Although less extensive, repositioning requires a keen understanding of market dynamics and customer perception. ## Opting for Rebranding, Repositioning, Or Both The choice between rebranding and repositioning depends on your business needs and customer experience insights. ### When to Embark on a Rebranding Journey If your existing brand struggles to resonate with your audience or your business direction has significantly changed, a rebrand may be in order. Remember, a rebrand is more than a brand relaunch—it’s a strategic revamp of your corporate identity. ### When Repositioning Should Be Considered If you’re dealing with shifting market conditions or seeking to reach a new customer segment without changing your brand’s identity, then a brand repositioning strategy could be the best action. ## Bringing It All Together Rebranding and repositioning are powerful strategies for aligning your business with evolving market dynamics. Whether it’s a complete rebrand or a tangible repositioning, the choice should be dictated by your business needs, market conditions, and customer insights. Consider all these factors when deciding between rebranding and repositioning to ensure the most favorable outcomes. ## Data-Driven Brand Development For CPG Brands If you are looking for an [agency that can help you define and execute a rebrand](https://www.smashbrand.com/rebranding/ "agency that can help you define and execute a rebrand") or repositioning to attract more potential customers, we can help. SmashBrand is a brand development agency for CPG brands. Our **Path To Performance™** process guarantees a performance lift. ## The Only Agency To Guarantee A Retail Performance Lift. [](https://www.smashbrand.com/contact-us/) ## **FAQs** ### **How do rebranding and repositioning differ?** Rebranding involves changing a company’s identity, while repositioning is about altering its market positioning without changing its core identity. ### **When is rebranding a viable option?** Rebranding is viable when the current brand no longer aligns with its customers’ business model, vision, or evolving needs. ### **Is repositioning a good strategy for reaching new markets?** Yes, repositioning can help a brand adapt to changing market conditions or reach new market segments without overhauling its identity. ### **What are some risks associated with rebranding and repositioning?** Rebranding risks include customer confusion and high costs. Repositioning risks include failing to assess market dynamics or align with customer expectations accurately. ### **Can a company undertake both rebranding and repositioning simultaneously?** Yes, a company can undergo rebranding and repositioning simultaneously, but it requires careful planning and execution to ensure both efforts are well-aligned. **Categories:** Strategy --- ### [The Basics of Brand Positioning.](https://www.smashbrand.com/articles/the-basics-of-brand-positioning/) **Published:** March 4, 2021 **Author:** Kevin Smith **Content:** How do brands become household names? For example, when some people sneeze, they don’t ask for a tissue; they ask for a Kleenex. There’s no such thing as “a Kleenex.” Kleenex is a [brand name](https://www.smashbrand.com/articles/the-essential-elements-of-effective-brand-naming/). But the company has positioned itself so well that its brand has become synonymous with the product. Brand positioning is key to differentiate your business from the competition. Studies have shown that consistent brand positioning can [increase your average revenue by 33%](https://www.marq.com/blog/brand-consistency-competitive-advantage?source=blog). So, what’s the key to effective brand positioning? Let’s look at the basics so you can build your brand into an iconic household name. ## **What Is Brand Positioning?** Brand positioning is how your company sets itself apart from the competition. It’s more than just a good logo or slogan; it’s customers’ perception of your brand. You want your brand to be seen as favorable, different, and credible. Brands create unique positioning during the [brand audit](https://www.smashbrand.com/articles/brand-audit/ "brand audit") phase of the development process. **Read More:** [A How-To Guide For Brand Repositioning.](https://www.smashbrand.com/articles/brand-repositioning/) ### **Examples of Successful Brand Positioning** Think about the marketing greats like Nike, Coca-Cola, and Geico. All you need to see is the red can with white Spencerian script font, and you imagine a delicious, refreshing, carbonated beverage. Coke’s brand positioning is so consistent and positive that you don’t need to see a logo to know what brand it is.[ A certain flavored tortilla chip brand released a commercial without mentioning the product](https://www.cnbc.com/2019/08/27/doritos-launches-ads-with-no-logo-and-no-brand-name-to-attract-gen-z.html), logo, or company name! They relied entirely on their iconic brand positioning to get the message across. ## **What is a Brand Positioning Statement?** A brand positioning statement is a decision made by the company about how its product will uniquely meet the needs of its consumers in a way other brands won’t. Brand positioning is carving out a niche within a category and establishing your brand as the obvious choice for this target audience. ## **Why Should You Care?** Think of your brand‘s reputation as a raft adrift at sea. If you don’t guide the raft, it will float wherever the ocean takes it, even if that’s not where you want to be. Brand positioning is like a rudder. It’s how you guide your brand raft (reputation) where you want it to go. You can use your brand positioning to communicate your product’s value, boost brand awareness, or justify your pricing. No matter how you use it, brand positioning can majorly impact your bottom line. ## **4 Ways to Create a Winning Brand Positioning Strategy** First, you must understand[ what makes your brand unique](https://www.smashbrand.com/articles/is-brand-differentiation-possible-in-a-crowded-market/) and how you want it to fit within the marketplace. To do that, create a brand positioning statement. Create your positioning statement as a brief thought (no longer than a paragraph) explaining how you want to influence consumer perception of your brand. Take into consideration everything that could affect your company’s reputation: - [Who is your target market](https://www.smashbrand.com/articles/packaging-design-how-to-define-your-target-market/)? - What category does your product or service fall into? - How does your product or service meet the needs of your customers? - What is the brand messaging for your existing products? - Do you currently have brand resonance existing in the customer’s mind? - What makes your product or service different from the customer‘s perspective? - Why should customers believe your brand‘s claims? Once you find answers to these questions, you can create a powerful brand positioning statement to guide your positioning strategy. There are four fundamental ways to build an effective brand positioning strategy:  ### **1. Think About Your Product’s Characteristics** These characteristics-that customers love are a great basis for a positioning strategy. For example, think about the automotive industry. Toyota’s brand position is all about reliability. You know their vehicles will run forever with limited maintenance. Other car manufacturers position their brands around other product characteristics. Porsche is all about performance, while Volvo is dedicated to safety. Before building a positioning strategy around a product characteristic, ensure your product lives up to its claims. If you position your vehicle brand around reliability and people know your cars for breaking down, it will hurt your reputation worse than if you left your brand raft adrift without a rudder. ### **2. Position Your Brand Around Price** Consumers look for ways to save cash. If your products offer a unique way of saving money, focus on brand value as a competitive advantage. You can see this brand positioning at work with big-box department stores. Why do you shop at Walmart? It says it right in its slogan: “Save Money. Live Better.” Walmart has positioned its brand around having the best prices around. When you enter the store, you feel confident that you’re getting the lowest prices available, a reputation they’ve worked hard to achieve. ### **3. Consider Luxury or Quality** You can also position your brand around the quality or[ luxury of your products](https://www.smashbrand.com/articles/luxury-packaging-design/). Customers who perceive your product as high quality will be willing to pay more for it. Why would anyone pay $2,500 for a Louis Vuitton purse when they can go to Walmart for a $20 bag that works just as well? Because Louis Vuitton has positioned its brand messaging around luxury. Customers feel it’s worth paying the price of luxury to own a Louis Vuitton purse. Similarly, Carhartt outerwear is more expensive than generic jackets and sweatshirts, but they’ve positioned themselves well by aligning their brand voice around quality and durability. Their brand positioning in a flooded commodity category is why they continue to have record sales despite the higher price tag. ### **4. Brand Positioning Based on Competition** If you offer something unique to that of your competitors, flaunt it as a part of your branding strategy. This is called whitespace and Will make your brand seem attractive compared to your competitors. You can see this [CPG brand strategy](https://www.smashbrand.com/articles/cpg-brand-strategies/) everywhere, and whitespace positioning should be what every brand aims for. Let’s look at an example of this with health food MCT oils. Simply reading [Amazon reviews](https://goaura.com/blog/how-to-get-reviews-on-amazon/ "Amazon reviews") and creating patterns, we noticed consumers complaining about all the competitor‘s bottles leaking and dripping after using them. We create a brand with a spill-proof top and positioning around that product-level white space. It’s an instant success selling millions on Amazon by doing something different from other competitors. ## **Be Consistent with Your Brand Positioning** Consistency is key. It takes [five to seven brand impressions](https://www.pammarketingnut.com/2014/05/personal-branding-strategy-social-media-marketing-white-paper/) before you stick in the consumer’s mind. You don’t want to confuse potential customers about your brand essence by putting out inconsistent messages that target any and everyone. Once you’ve created a brand positioning strategy, stick with it. It should influence every aspect of your marketing strategy, from your logo and slogan to advertisements and packaging. The more consistent your brand positioning, the faster it’ll take hold in the minds of consumers. ## **Brand Positioning in Packaging Design** While most know us SmashBrand for packaging design and consumer testing, much of our client work is helping to determine the target customer and creating packaging that aligns the potential customer persona with the intended brand perception. As your [brand positioning agency](https://www.smashbrand.com/brand-positioning/ "brand positioning agency"), our package design testing process will create a strong brand image and a brand positioning framework you can use across your entire product line. Book a time to discuss your project with our team. **Categories:** Strategy --- ### [CPG Packaging Experience: How To Create a Memorable Design.](https://www.smashbrand.com/articles/cpg-packaging-experience/) **Published:** November 28, 2022 **Author:** Kevin Smith **Content:** Even with better quality, product innovations, and lower pricing, 80% of emerging new products fail to perform on retail shelves. Despite having a solid marketing plan and uplifting company mission statement, there’s a good chance that brands creating a better CPG packaging experience will replace your product. Want to be the brand that swipes away consumers because its packaging intrigues, surprises, and satisfies them? In this article, you will learn: - How to address the five senses in your product packaging. - Ways to increase consumer commitment to your product. - When it’s the right time to “show off” the goods. - Why one aspect of the experience should shine above the rest. - The biggest mistake CPG brands make when considering the packaging experience. From connected packaging to customer experience, we cover everything you need to know to develop a unique product packaging experience. ## Your Initial Product Packaging Strategy [From concept to final design, numerous steps will be in strategizing the packaging experience](https://www.smashbrand.com/articles/the-packaging-design-to-print-complete-process/). In the first session, where you review your brand packaging strategy, you will generate ideas within a particular set of constraints. These constraints create a framework for your product packaging experience. Without a high-level brand packaging strategy, designs are wild and incomparable. To create your initial concept strategy, have your team dedicate time to developing and reviewing the following: - Establish a budget for your packaging, design, and the experiences attached to your packaging. - Perform a competitive analysis for products in your category to see what’s working, what isn’t, and what brands have yet to attempt. - Create swipe files from other consumer packaged goods categories to find what works for these brands. - Create reports based on your first-party data, consumer testing, and information collected from focus groups or surveys to discover the problems consumers face and where their expectations go unmet. ## Targeting The Five Senses In Your Packaging Experience With brand guidelines in place, it’s time to consider how we will improve the packaging experience. One method is to review the five senses and how they affect consumers before, during, and after a purchase. **Eyesight:** The easiest for CPG brand owners to understand. How can we capture attention and leave a visual impression on consumers? **Hearing:** Hearing occurs both internally and externally. What message do we want consumers to either vocally or repeat this message to themselves? **Taste:** We might assume that taste begins upon first use, but the senses in our mouth start with a thought. Think about how your mouth waters when you see a food you love. The primary salivary centres activate when we recognize a preferred flavor. **Touch:** Memory retention increases when touch is involved. Including touch into our packaging design helps to create a lasting experience. **Smell:** With this sense, you are fighting the competitive landscape and the environment. [Like taste, what we think influences what we smell](https://cognitiveresearchjournal.springeropen.com/articles/10.1186/s41235-021-00311-3). *Some people are more attracted to visual stimuli whereas others experience more of life through kinesthetic touch. In a packaging design strategy, do you look at each of the 5 senses and how you can enhance the CPG packaging experience?*Any CPG or FMCG packaging design aims to target all 5 of these senses throughout the packaging journey. From looking at the products on shelves to a product’s final use, these senses play a role in the initial and repeat purchases. ## Taking An Action Increases Commitment Have you ever grabbed your credit card to purchase a product (physical or digital) where the price seemed not worth it to the company? Smart marketing departments understand that a small action (and investment) increases your brand commitment setting them up to receive future (larger) purchases. If you spend .99 on an e-book, you will be more inclined to spend 9.99 on the online course. When you pay 9.99 for the online course, will you be more willing to spend 99.99 on group coaching? But how does this relate to CPG? Even before making an initial purchase, having a consumer make small investments into your product increases the likelihood they will convert into a buyer. Smart packaging is one way to accomplish this when consumers are in the [buyer consideration phase](https://www.smashbrand.com/articles/how-consumers-research-and-buy-products/). Here’s where many companies need to improve. They include [smart packaging](https://www.smashbrand.com/articles/smart-packaging/) outside their products with an extensive brand story, hoping to convince consumers to “believe” in them. Good attempt, but since time is valuable, long brand stories may extend past the cost of the product making this a conflicting strategy that can lead to lower purchase intent. Use your outer smart packaging to get consumers to make a small investment. Save your flushed-out brand story or product value add for the internal smart packaging on a box or under the lid. ## *Should You Gamify The Experience?*  *As we move into web 3.0 and CPG brands start entering the Metaverse to do commerce and support retail channels, there will be more opportunities than ever for packaging to provide an experience.* [*CPG in web 3.0*](https://www.smashbrand.com/articles/cpg-in-web-3-0/) *means integrating physical goods into the digital universe.* *How does your package design integrate digital communication to enhance the brand experience?* ## ## Our Take On The Current Packaging Experience Trends Media latches on to interest. Not necessarily the interest of consumer purchasing habits, but more so in what conversations consumers pay attention to. For product packaging, discussing [CPG trends](https://www.smashbrand.com/articles/cpg-trends/) is a slippery slope where brands may grab hold of a movement that holds zero value at the point of purchase. Here’s a look at some of the more recent packaging trends. ### **Transparent Packaging** In [CPG packaging](https://www.smashbrand.com/articles/cpg-packaging-design/), transparency has two meanings. The first and less discussed definition of transparency is clear packaging where the product remains visible. The second and most often discussed are brands being clear about the ingredients they use and the sourcing of these ingredients. Not only does product transparency include product ingredients but also the packaging ingredients. [Sustainable packaging is increasing](https://www.smashbrand.com/articles/consumer-demand-for-sustainable-packaging-is-on-the-rise/) in media conversations, brand investment, and consumer awareness, but this doesn’t mean it will increase the shelf performance of your brand. As a purchase driver, the added cost of sustainability may push you out of retail opportunities and can be seen as white noise. It’s important to remember that when consumers shop at retailers such as Whole Foods, they expect sustainability in product packaging. Unless using a distinguishing attention-grabbing purchase driver, label mentions may not have the impact you are hoping for. ### Less is More Remember when bars of soap included a fully enclosed box design? Piggybacking off transparency, using less packaging is a CPG industry trend that supports sustainability. While less waste is undoubtedly a good thing, not-so-durable goods are subject to being damaged and discolored when exposed to less than-careful consumers and the elements. [When considering a less is more, minimalistic packaging design approach](https://www.smashbrand.com/articles/the-no-1-mistake-in-minimalist-packaging-design/), your CPG product must be tested to determine its durability. Instead of an exposed soap bar, can you include plant-based packaging material as a plastic alternative for wrapping your product? Then slide a cardboard insert over the wrap for branding and product explanation. In every [package design strategy](https://www.smashbrand.com/strategy/), consider how you can leverage innovations and packaging solutions to move you closer to sustainability while maintaining shelf stability. ## Product Packaging Design Tips To Enhance The Experience With nearly 20 years in the packaging industry, we have witnessed themes that live through every economic climate and generation of consumers. Here are two lesser-applied tips that will increase the packaging experience. ### **Create Frustration-Free Packaging** Brands that avoid the media trend-induced packaging trends trap are more likely to identify opportunities. With less focus on “industry” and more on solving the problems consumers face, you gain an advantage over the current product landscape. > The best product packaging purchase driver brings awareness to consumer problems and then do a great job solving those problems. This includes problems a consumer has yet to consider. Here’s an example to clarify our point. A fit mom who has been lifting weights for years might be strong enough to open your product, but what about the mom who doesn’t work out? Will she be frustrated when her baby screams and can’t get the “meant to enhance experience” mason jar open? There is almost always a problem to solve, so look for ways to differentiate your consumer goods product with frustration-free packaging. ### **Focus on the One Thing** What’s the one aspect of your packaging experience that CPG marketers can use to increase product virality? While you should aim to create the best experience possible, you need one shining aspect of your packaging design that will shine above the rest. Don’t get caught up in packaging FOMO. If you want your packaging to build brand identity and increase consumer demand, you must use one feature across your entire [CPG marketing campaign](https://www.smashbrand.com/articles/cpg-marketing/). Remember, the expectation is a prerequisite to experience. If we expect something to deliver a result, and it does, we will be further satisfied. This is why marketing your packaging innovation is so important. Trying to market ten innovations will pull customers in many directions, forgetting what separates your products from the pack. ## Let’s Create The Packaging Experience Together Want to know with certainty how your product will perform on retail shelves? We are the only packaging design agency that guarantees shelf performance. Book a time to learn about our [CPG branding](https://www.smashbrand.com/articles/cpg-branding/), consumer testing, and packaging design process. ---  **Categories:** Strategy, Design --- ### [The No. 1 Mistake in Minimalist Packaging Design.](https://www.smashbrand.com/articles/the-no-1-mistake-in-minimalist-packaging-design/) **Published:** April 1, 2014 **Author:** Kevin Smith **Content:** Are you more interested in a simple yet unclear packaging concept, or do you gravitate towards products whose purpose is made clear by elegant packaging designs? Since you are reading an article about minimalist packaging design, we will assume you have a tendency towards simplicity. Either way, you are reading this article to discover how to create a winning design and avoid any [packaging design mistakes](https://www.smashbrand.com/articles/packaging-design-mistakes/). might assume that the biggest mistake in minimalist packaging design is designing as though consumers immediately recognize what the product is and what/who it is for. We hold this assumption for established brands and an essentially unknown product or brand. ### **Before You Jump On the Minimalistic Design Bandwagon** Let’s remind you about the history of one of the simplest designs in history. If Apple started with its current logo and branding, the public would have assumed it was in the pre-masticated fruit business and continued buying Tandy CoCos. Looking at a successful brand with minimal product packaging and stating “we should look like that” sounds like a good idea. Still, we earn minimalism only after first establishing brand equity. We’ve written topics around minimalism such as minimalist logo design, but this article covers the entire package design experience. Besides learning the biggest mistake, you will see minimalism in product packaging through a completely different lens. By the end of the article, you will understand when and be aware to take a minimal approach to everything from your packaging material, branding, and design. Let’s dive in. ## **What is Minimalist Packaging?** SmashBrand defines minimalist packaging as when consumers perceive the package, design, or to be simple, clean, and less noisy than other products within its respective category. The industry often assumes beyond this minimal packaging to be based on its environmental impact. Without diving deeper into the “why” for a minimal design, you may waste your time in product development. Without understanding which lever drives consumers to buy, you might strip away important components of a product’s success. Just as there is no single “right” way to design a package, there’s no single “correct” concept of minimalism. Yes, on the surface, we can identify products leaning towards minimal rather than elegant packaging designs. However, this doesn’t mean we know the purchase driving impact of less excessive packaging or if it’s driving it at all. The point being, when your product is completely foreign to the public, a box with nothing but a simple logo may lead to less interest than you hope for. ## **Should Your Brand Embrace Minimalism?** Deciding whether to embrace minimalism in your product packaging depends on many factors. While you may have minimalism built into the fabric of your company, it doesn’t guarantee that your brand will benefit by having a simple packaging design. What simplicity means to you, and the consumer, may be different. A simpler design is determined by the type of customer the category attracts and the current competitive landscape. In a category known for minimalist designs, your simple approach may be too loud. On the flip side, in loud categories, we can consider slightly less aggressive as a minimal approach. It comes down to the current design trend and consumer expectations. ## **When Minimalistic Packaging Design Goes Wrong** Picture a row of white bottles with black fonts across an entire aisle. Now, keep the white bottle but make your fonts an earthy tone. Is that enough for your product design to stand out against the competition? Doubtful. You may need to enhance your minimalistic look with more creative concepts when entering an already established (and dense) minimalistic themed category. To reiterate here, deciding to follow a minimalist approach doesn’t mean we exclude any bright color, nor must you extinguish your designer’s creative output. It means thinking of where minimal works and where it doesn’t. An example of this is with the bulk foods category. The term “bulk” doesn’t express minimalism, does it? But when you look at bulk packaging, it is simple in its design. Maybe there’s an opportunity to disrupt this CPG category (we can help), but it shows how all-in-minimal isn’t required to be effective. ## **How To Design Minimalist Packaging** In our PackWords testing process, we look at every product at the point of minimalism. Testing messaging themes that most resonate with consumers. The way you design minimalist packaging is how you design all packaging. Finding out what works and what doesn’t. But before the design process, minimalist packaging should be part of your design strategy. This is where you can decide how much you want to embrace a minimalist packaging design. By looking at your brand resonance throughout your product line, you can quantify the shift to minimalism best fit for your position in the market. ## **Minimalist Packaging Design For Emerging Brands** New brands should tread carefully, with minimalism being the fundamental concept for their packaging design. Without the right positioning, marketing plan, and alignment with the minimalism movement, it may become the least successful strategy for your brand initiative. Just so we’re clear – stating that minimal design might not be the best approach for new brands, doesn’t mean you compensate for anonymity with lots of colors, materials and[ seizure-inducing graphics](https://chasemor.files.wordpress.com/2010/11/baddesign2.jpg). Since new companies lack brand equity, your packaging choices must be specific to the company you represent. It must speak to the product you manufacture and the consumer you serve, without eye-exhausting conceptual clutter. Here’s something to remember when balancing minimalism and elegant package designs with a sound brand identity. ### ***Minimalism Doesn’t Mean Ambiguity*** *Because you’ve embraced a clean and uncomplicated aesthetic doesn’t mean your product isn’t required to provide a sound introduction. Any unfamiliar product must clearly explain its virtues via packaging and logo design. If that package is a white box and the logo is an adapted symbol for infinity, no one will know what it’s about.* ## **The Importance of Messaging on Minimalistic Packaging** More so than packaging and design, brands need to look to be more minimalistic with their product messaging. Being concise goes beyond the shallow level of packaging trends. It is a fundamental component of all packaging strategies. However, we can take this truth too far. Creating a punchy statement that only half the audience understands isn’t worth the white space it leaves. In today’s societal definition, minimal doesn’t mean without, it means enough. This is how you need to think about your sales copy. ## **Does minimalism give the wrong impression?** Another concern of simplicity in packaging design is conveying to the consumer that your brand lacks expertise. Marketing isn’t an industry that happened by chance. The primary goal of marketing is to build trust and unless you have a minimally aware shopper, your blank label creates too much consumer interpretation. Leaving it in the customer’s hands to figure out your product is like betting against the house, more to lose than win. For example, while the bottle and cap design for[ Jonah and the Whale Vodka](https://media.tumblr.com/tumblr_lysejbNros1r5fj8f.jpg) is exquisite, the logo itself doesn’t scream “Premium Liquor.” It’s more of what you would find on the cover of a Shel Silverstein poetry book. Once again, some liquor bottle designs are enhanced by a bit of whimsy, but combining childlike wonder and booze might be unseemly to some consumers. Moreover, people want to think masters of the art with decades of experience and distil their premium liquor. They want to believe the whiskey has a rich family history of prohibition-era moonshine brewing’, not Hello Kitty fans. ## **Is the package design for a point-of-sale product?** It might be possible to get away with a minimalist packaging design for a product that the customer previously researched, or can scrutinize in the aisle. But the product sold right at the checkout is a different story. The packaging that most needs to catch the eye is for products sitting right at the register. If an energy shot, candy bar or pack mints doesn’t delineate a product‘s many uses and benefits, it will likely be purchased as a checkout line divider. Opaque yet elegant packaging designs do not seduce the average Walmart shopper. Minimalism is splendid at the right time and with the correct marketing strategy. We would all love to package our products in aesthetically interesting and mildly mysterious ways, but customers don’t have time to decipher your packaging code. Once you’ve established your product‘s superiority and firm standing in the marketplace, go for an innovative and slightly weird concept. However, until you reach that glorious summit, go for what is clear and specific, with enough differentiation to create consumer interest. Your revenue stream will thank you. ## **The Number One Mistake in Minimal Packaging Design** We’ve teased you enough, so it is time to answer the question. The number one mistake that brands make with minimal packaging design is testing for its on shelf success. When including extensive testing, subjective decision making about what your customer believes to be minimal is no longer a factor. With the right testing methodology, you can sit back and let the data determine your desire. ## **Packaging Design Agency** Want a best-selling brand? Our packaging design process takes your product from design to print. The SmashBrand methodology for designing product packaging is a strategic approach to preliminary designs which are then tested for performance in simulated buying environments. Book a time to discuss your project with our team. **Categories:** Design --- ### [Consumer Testing Product Names to Increase Sales.](https://www.smashbrand.com/articles/consumer-testing-product-names/) **Published:** April 24, 2019 **Author:** Kevin Smith **Content:** In the past, we’ve discussed how to structure your [packaging design for maximum shelf appeal](https://www.smashbrand.com/articles/6-fundamentals-to-make-packaging-design-pop/), and how to [leverage your packaging to be more engaging](https://www.smashbrand.com/articles/4-simple-strategies-for-engaging-customers-with-packaging/). But today, we’d like to talk about one design element that we believe doesn’t get enough attention in the design space: your product name. ## What’s In a Name? In many ways, your product names are no different than any other aspect of your packaging design. They should be decided carefully, taking into account your brand image, your target market, and the features of the product itself. And just like your packaging design, you’ll be doing some market research on your top options to see which resonate best with your target audience. In other words, it’s time to consumer test your product names. ## Consumer Testing Your Product Names The best way to test your shortlist of product names is to undergo a multi-stage [process of qualitative and quantitative research](https://www.smashbrand.com/testing/), usually done through consumer studies and surveys. The idea here, just as with your other packaging design elements, is to tap into your customers’ minds and get a feel for how different names might influence their decision-making process, purchasing intent, and brand engagement. Start with your shortlist of names. “Short” is key, here—it’s best to have 5 to 10 good candidates during your initial testing phases. Too many name options and you can begin to confuse participants or create the need for lengthy segmented studies. ### Early Assessments There are a few different ways to test out your names. Start by utilizing a broad screening measure that lets you quickly separate the wheat from the chaff. Ask participants to review each name and categorize them based on “strongly like,” “like,” “no opinion,” and “dislike.” We’ll get more detailed in a moment, but this is the simplest way to identify your top performers. And best of all, this is easy to implement whether you’re doing online surveys or in-person assessments. ### Detailed Preferences Next, take the remaining options and work with your focus groups to gather more data. A good strategy is to use a “fixed sum allocation” review. Here, you’ll give each reviewer a pool of 30 points to spend, asking each reviewer to grant points to each option relative to his/her preference. This strategy goes beyond mere ranking to give you insight into how strongly each consumer feels about the different options. While the above assessment is great for narrowing the field, the fixed sum allocation offers a detailed view into each customer’s preferences that will be crucial throughout the name selection process. ### Testing Goals During the consumer testing, you’ll have the chance to drill deep into your customers’ mindsets and learn their specific thoughts about each product name. This is the qualitative side of your [data collection](https://www.brosix.com/blog/data-collection/ "data collection"). Develop a list of questions to get insights for based on your brand’s goals. Here are a few good concepts to explore: - Generally, which names do they prefer, and why? - How do they use the products? - What other notable brand products do they prefer? - How memorable are the names? - What associations does each name put into their minds? - What makes them prefer one name over another? - How often do they consider product names when purchasing? Work to engage respondents with these questions and get them to talk freely. The more open and honest they are in their discussion, the more insight you’ll get into which names resonate. Make sure to tie your quantitative data into this process. For example, if a certain customer indicated that she “strongly liked” a particular name in the earlier phase, ask her to expand on it in the discussion. Get her to explain what, in her view, the name communicates, and her perceptions are of the product. Determining this information in advance creates a narrow list of [design concepts to test.](https://www.smashbrand.com/articles/concept-testing/ "design concepts to test.") ### The Final Decision Put some thought into how much weight you’ll give each of the above questions. You’ll likely find that many different consumers have different perspectives that make it hard to determine a clear winner. We advise devising an objective scoring model that helps make these responses a bit more consistent. And don’t forget to work your product name into your marketing campaign! Try creating a few mock-ups of various templates, images, banners, and imagery showcasing different product names in their natural habitat. Ideally, you’ll also test and validate these mock-ups with consumer studies also, as seeing product names in finished advertisements can help eliminate some of the comparison biases people experience when comparing options in a sterile environment. (Quite similar to the [simulated retail environments](https://www.smashbrand.com/articles/packaging-design-without-context-is-functionally-useless/) you used to test the shelf appeal of your packaging design!) ### The Legal Disclaimer Keep in mind that, even when you *do* find the perfect name, it will need to be researched and cleared by your legal team. The last thing you need interrupting your launch is a trademark dispute. And while your legal team can’t review every product name on your list, you should be aware of this issue and try to avoid it. Work these details into your competitor research and see which names may already be taken. It can be a frustrating hurdle to overcome so close to the finish line, but once it’s cleared, you’ll be one step closer to finding the perfect product name for your brand. **Categories:** Testing --- ### [4 Funny Business Destroying Packaging Design Mistakes.](https://www.smashbrand.com/articles/4-funny-business-destroying-packaging-design-mistakes/) **Published:** December 10, 2013 **Author:** Kevin Smith **Content:** Luxury packaging design is certainly the most fun category of package design; who wouldn’t love to sit around and develop new ways to display bottles of bourbon whiskey, artisan chocolates or hand-held digital transmogrification devices? Unfortunately, because there’s often a great deal of leeway given to luxury packaging design, we can also fall into some totally avoidable traps. We’d like to discuss some of the more common packaging mistakes in an enlightening and mildly humorous way. (Note: we’re liable only for *mild* humor, so if your stomach isn’t hurting from laughter, deal with it.) ## Package design that highlights (or fails to disguise) the unattractiveness of the product Certain industrial products and even foods don’t have great visual appeal; the packaging must enhance their useful qualities. Take, for example, this package for [Gerber Graduates L’il Entrees](http://3.bp.blogspot.com/_CFePNapzFlk/SL-GZZUkZKI/AAAAAAAAAAY/HqncpTDiurM/s320/bad_design2.jpg). We realize that toddlers aren’t terribly discerning about the attractiveness of packaging, but we think that the good people at Gerber could have gone a little farther in making the contents seem more like a pre-consumed meal rather than a post-consumed one. ## Packages with overabundant materials We’ve given many examples of packages that have waaaaaay too much material, but this won’t stop us from training the spotlight on our favorite example: [The double-coated banana](http://time4change.files.wordpress.com/2008/03/banana-packaging.jpg). We’re making some progress, though. It’s no longer acceptable for a product to be unnecessarily braced in multiple layers of inflexible plastic, accompanied by a cardboard box and a cellophane film. We appreciate the need to protect delicate items, but are [dried plums](http://earth911.com/content/uploads/2011/04/Sunsweet-Ones.jpg) really in great danger during shipping? ## Packages that are awkwardly shaped Who doesn’t notice a package that swims against the stream? We love packaging that takes liberties with shape and structure. They stand out on the shelf and they’re visually interesting. However, many products are shaped a certain way for practical reasons. This example of poor dish soap packaging may seem misguided — after all, it’s quite beautiful. However, when the product is used; when a soapy-handed person grabs it and tries to extract more product, the bottle slips from the hand and launches itself across the room as though it was shot out of a potato gun. This [juice box package design concept](http://cfadgraphics.files.wordpress.com/2010/10/jooze2.jpg) is certainly interesting. The main problem is that the consumer would inevitably set it down incorrectly and spill pomegranate acai limeade all over the carpet. We find that it’s best to remove all ambiguity regarding beverage package design. ## Packages that devalue the product We’re not even necessarily talking about products that are packaged cheaply or flimsily, we really mean packages that lower the product’s glamour quotient (even the biggest and most respected products are guilty of this, as you can see in this[Microsoft/Apple spoof](http://youtu.be/EUXnJraKM3k)). For luxury package design, the package (and the brand) must emphasize the lifestyle as well as the merits of the product. Now, obviously, Apple has completely transcended the normal limits of package design and branding – an Apple product doesn’t even have to disclose what is *in* the package. But a degree of minimalism isn’t a bad idea for any product, regardless of brand identity or marketing strategy. A wise man once said, “Keep silent and have everyone *think* you’re a fool; speak and remove all doubt.” Keeping your package relatively clean and simple will entice more people than a package crammed with graphics, slogans, banners, and other nonsense. So, what have we learned today? We learned that food packaging, even if it’s only baby food, should feature pictures of food that doesn’t seem to have been already eaten before being served. We learned that packaging bananas was, is and will always be a stupid idea. Finally, we learned that — even though Microsoft hasn’t done too badly for itself — in terms of style, Apple still makes Microsoft look like Napoleon Dynamite – and not in an ironic way. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development company](https://www.smashbrand.com/development/) for FMCG and CPG brands. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [10 Product Labeling Tips You Won’t Believe.](https://www.smashbrand.com/articles/10-product-labeling-tips-you-wont-believe/) **Published:** July 23, 2013 **Author:** Kevin Smith **Content:** When we use products that are unfamiliar to us, we naturally take a gander at the instructions on the package in order to make sure that we’re installing or applying them in a manner that won’t ultimately kill us. However, we have an implicit trust that items such as food and toothpaste are fairly self evident in terms of their mechanisms. Are we being foolhardy? According to many product manufacturers, we are ignoring their warnings at our own peril. We don’t often read the finer details of [product labeling,](https://www.smashbrand.com/articles/the-last-4-reasons-your-label-is-boring/) such as who to call if we have questions or comments or how quickly poison control should be alerted if ingested. Nevertheless, we have noticed a great many warning labels that seem either overly fearful, or just flat-out geared towards morons. This is fortunate, because we ourselves might have endangered ourselves on many occasions if not for the thoughtfulness of product labeling brain trusts. We are especially thankful to the manufacturers of children’s Superman costumes, who helpfully informed us that the costumes in no way affect our ability to fly. Whew! That would have been $30 completely down the drain. ## Labels that are clearly meant to thwart deviant or criminal activity. We’d love to read the court transcripts from the lawsuits that rendered these warnings necessary. Cheers, junior crime stoppers! 1. “For external use only.” Found on a curling iron package. 2. “Do not iron clothes still on body.” Found on an iron package. 3. “Do not use for drying pets.” Found on a microwave oven. ## Labels that were meant for people who suffered from severe head trauma.. The following instruction and warning labels are so obvious that we wonder if the companies issued the additional caution: “Fire may be hot and water may be wet.” 4. “Warning: product may contain nuts.” Found on a bag of peanuts. (Yes, geniuses — we know that peanuts are *legumes* and not, technically, nuts. It’s hilarious anyway. Admit it.) 5. “May be harmful if swallowed.” Found on a crate of hammers. 6. “Use like regular soap.” Found on a package of soap. (Well, we clearly have no idea how to use this “regular soap” of which you speak; otherwise we wouldn’t have been forced to read the instructions. Idiots.) 7. “Remove clothing before distributing through washing machine.” Found on laundry detergent. (And no, we don’t care how much time you save.) ## Labels that display an excessive dose of caution. These product manufacturers and package designers might be warning themselves out of a customer base. 8. “Keep away from children.” Found on a bottle of baby oil. 9. “This product is not for use in bathrooms.” Found on a bathroom heater. 10. “Warning: may cause drowsiness.” Found on a package of sleeping pills. This is only the tip of the iceberg in terms of, shall we say, superfluous warning/instruction labels. We won’t even get into the colorful array of warnings on industrial appliances and lawn and garden tools (chainsaw manufacturers are particularly fond of warning people to avoid using their genitals to control them. Again, we can only assume that this warning came from someone’s extremely bitter experience). So, what have we learned today? We learned never to operate a chainsaw with our genitals, no matter how expert we may be. We learned that, even though some warnings might be intensely stupid, we must consult our lawyers before we laugh off printing a warning against using a toilet brush for oral hygiene. We learned that peanuts are legumes. Most importantly, we learned that if there exists even the faintest chance that a consumer could be harmed using a product, even grossly inappropriately, it is the fault of the product manufacturer and no one else; not even the gangster that chained you down and applied a heated curling iron to your tonsils. How is he supposed to know it was wrong if Conair didn’t tell him? ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development firm](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [The CPG's Guide To Understanding Packaging Design Testing.](https://www.smashbrand.com/articles/understanding-packaging-design-testing/) **Published:** June 26, 2019 **Author:** Michael Keplinger **Content:** Suppose you’re going through a packaging redesign for your product. In that case, we’re willing to bet that you’re up to your ears in data, packaging templates, and stakeholder opinions about which design elements will give your new packaging an extra boost to your brand needs. It’s all a part of the process, but how do you separate the good opinions from the bad? How can you be sure that your new packaging components will create enough brand value to justify the cost of the redesign? The answer, of course, lies in a thorough understanding of packaging testing. ## Start With Your Options If you’ve done your due diligence up to this point by performing a [brand assessment](https://www.smashbrand.com/articles/brand-assessment/) and creating a streamlined strategy, you likely have several new packaging options on your shortlist. Your packaging testing aims to cull these options further and find the choice that produces the highest purchasing intent and perceived brand value from your target market. It’s a simple enough concept, but how do you pull it off? It starts with your current list of design options. At this point, you should have finished [your initial design planning](https://www.smashbrand.com/articles/understanding-cpg-market-research/), where various packaging elements go through a qualitative review process to see which design elements are most crucial to the brand’s messaging. From here, you can take these choices and apply a structured testing methodology to each design that will give you actionable insight into which designs will produce the best ROI. Let’s review this methodology in more detail. ## Types of Package Design Testing Plenty of package design testing choices exist, each providing a different perspective on your options. You should have collected plenty of information already on your prospective packaging designs from your earlier customer outreach: - Observational research - Online surveys - Guided assessments - In-depth one-on-one interviews These tests are performed through [concept testing](https://www.smashbrand.com/articles/concept-testing/ "concept testing") and purchase intent testing. This is the data you used to narrow down your shortlist of options. But during these late stages of your redesign, you’ll go beyond basic research and test your packaging options against your biggest competitors to see how your choices stack up. ### In-Person Displays The most obvious testing strategy is to set up a physical display that mimics the target audience’s typical shopping experience. The goal is to replicate how users react to real-life displays and see how each packaging option fares in retail shopping. Look at how consumers browse the shelves, which products they examine, and how long they read the packaging. Take note of everything you can, as this method will form the backbone of your decision. Undoubtedly, the most productive packaging tests are performed in a product’s natural usage environment. ### Virtual Storefront Displays You can even set up online virtual displays that simulate the shopping environment and let viewers look at products side-by-side. This is an easy way to get substantial data for relatively little work. Unlike the hassle of setting up in-person displays, virtual storefronts for product comparison are super easy to implement. ### Instinctive Responses A great supplement to experiential tests is instinctive tests—or in other words, getting a feel for how consumers respond to packaging designs without giving them time to process. For example, you can set up a timed exposure that flashes a split-second image of a packaging option to a customer. Ask the customers how they feel about the product, which elements grabbed their attention the most, and what aspects were most memorable after the fact. ### Collect Behavior Data As your test subjects review each option, consider using more advanced tools to collect detailed information on their behavior. For example, you can use eye-tracking software to create “heatmaps” of where consumers look on each packaging layout and how long they spend looking at each element. Combined with the above testing methods, this provides great insight into consumer behavior that you won’t obtain by asking their opinions. ## Things to Look For Throughout Testing The above methods give you the means to find the needed data, but what data are you looking for? If your goal is to develop a [packaging design that attracts new customers and boosts ROI](https://www.smashbrand.com/articles/4-simple-strategies-for-engaging-customers-with-packaging/), you’ll want to focus on the marketing potential of each layout: - How engaging is each package design? - Which sparks the highest purchase intent? - Which aligns best with the consumers’ expectations of your brand? - Which ideas/concepts are being projected in the layout? - How will the package affect purchase frequency? - What kind of pricing expectations do customers have based on the packaging? There’s a lot to cover here, so you’ll need to ensure you perform enough tests with big enough sample sizes to make the data worthwhile. Aim for sample sizes of a few hundred customers per test, at the minimum. The more data you have, the better, though you’ll likely need to balance your need for data against your budget and redesign timeline. ## Proper Testing Is the Gatekeeper of ROI All the research in the world won’t produce a revenue-generating package design if you don’t have the means to see it in action. Look at your timetable and see how much time you can devote to packaging testing. Choosing between a shortlist of great options can be difficult, but the great thing about testing is that you won’t need to decide. When you know what data you’re looking for, the customers will decide for you. ## Data-Driven Brand Development Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG brands. Our PathToPerformce™ process ensures your brand is positioned for a maximum impact. Book a time to discuss your project with our team. **Categories:** Testing --- ### [How To Guide: Building Your Brand Footprint.](https://www.smashbrand.com/articles/brand-footprint/) **Published:** May 16, 2023 **Author:** Jason Vaught **Content:** How do you ensure continuous growth for your FMCG brand? One way is to create an effective strategy that strengthens and expands your brand footprint. When both depth and reach evolve harmoniously; companies see consistent, scalable profitability over time. ## What is a Brand Footprint? A brand footprint is how a company is represented and recognized in the market. The brand footprint includes elements such as the brand image and identity. The brand’s footprint encompasses elements such as - Name - Logo - Tagline - Color scheme - Typography - Messaging - Packaging - Advertising - Website - Social media accounts - Customer service - Overall reputation As you can see, the brand footprint is all-encompassing rather than speaking to one isolated metric. We determine the total impact of the brand footprint by looking at everything from its moat, which is how a [brand differentiates](https://www.smashbrand.com/articles/is-brand-differentiation-possible-in-a-crowded-market/), to its trust-building ability and expanding customer loyalty. ## The Three Aspects Of The Brand Footprint The list of elements can be overwhelming, so let’s categorize them into three distinct divisions of consumer perception. ### Brand Attributes How do consumers view a brand? What is their tone of voice, [brand archetype](https://visme.co/blog/brand-archetypes/), and brand personality? Brand attributes are essential for every product category, especially commodity categories such as bottled water. ### Brand Culture In previous decades brands could get away with terrible cultures, but with the consumer’s ability to step into the company’s shoes, culture plays a vital role in the brand’s footprint. In today’s culture, brands must consider how they connect to consumer interests in everything from style to inclusivity. Every company’s decision should keep the brand culture in mind, as it will directly affect purchasing behavior. ### Brand Identity Here is where you get down to the nitty-gritty. [Brand identity](https://www.smashbrand.com/articles/clients-guide-to-brand-identity-vs-logo/) must be cohesive, consistent, and consumer-centric to strengthen your footprint. Lacking a solid brand identity is why many fail to become the chosen brand and hit a wall with their consumer reach point. A strong brand identity is critical in channel and household penetration. ## Brand Footprint Case Study While there is an emerging category of hipsters purchasing $7.00 fair trade and sustainably grown chocolate, most premium chocolate consumers are looking for a great-tasting luxury bar. Companies like Lindt’s Chocolate have built their brand footprint around luxury, quality, and indulgence. Distinctive imagery with the proper color scheme and font suggests that Lindt’s is more elegant and sophisticated than the competition. Whether true or not, the messaging indicates that the brand only uses the best ingredients and follows the traditional Swiss chocolate-making process. Lindt now hopes to leverage their brand footprint into the non-dairy/plant-based chocolate category. Will it work? Time will tell but we do scratch our heads at their choice of messaging variation (or lack thereof) on the front of pack. What Lindt can do to push its brand footprint further is to focus on creating a forward-facing culture. While they may not need to showcase their “vibe,” the brand can achieve better household penetration by bringing consumers into the chocolate-making process. Telling your [brand story](https://www.smashbrand.com/articles/make-your-brand-storytelling-work/) is one of the consumer reach points established brands should take advantage of but fail to execute effectively. ## How to Build a Brand Footprint Whether you’re a new brand looking to establish a footprint, a challenger brand hoping to strengthen one, or one of the global brands losing its footing, here’s a step-by-step guide on building a brand footprint. ### Define Your Brand Values What do you value? Not as an individual but collectively as a company. Like a brand personality, the company’s value may be distinct for each team member. Think of it as taking your values and discovering what happens when you combine the ingredients for a finished recipe. Your brand values are not solely for internal purposes; they will help you connect with what matters to the consumer. Strong values take a growing brand receiving media attention to the next level. Whether you’re a new or leading brand, strategize, define, and test your values for consumer impact. ### Define Your Brand Personality Every brand has a personality. Unfortunately, most are boring and go unnoticed. Unique personalities are essential in any product category if you hope to increase your footprint, especially when competing against big brands with decades of consumer memorability. As a brand (and consumer) matures, the personality changes. A company must document these changes to adjust its brand elements to align with the “new you.” ### Develop A Brand Story Iconic brands have a way of threading their history into an emotion-evoking story. We’re not talking about a timeline that shows when you started, the time in which Walmart brought in your line, and when you received series B funding. We’re talking about the changes that matter to the consumer. When did you launch your net zero initiative? When did you formulate the game-changing flavor profile? When did you become an employee-owned company? A brand story should take consumers further into the organization, focusing on what will remind, resonate, and excite them. ### Refine Your Target Audience Every brand defines its target audience, but few refine it. Your audience is a moving target, not a static one. To remain the consumer’s choice, you must know how and when they change. Refining your target audience ensures your eyes are on the audience, meeting their needs with your product and presentation. ### Create A Tone of Voice It’s what you say and how you say it. Establish your tone of voice distinct from the competition and communicate it with enough volume to reach just beyond your target consumer, attracting those next in line. With the right brand voice, your messaging will help scale your product into a larger audience pool. ### Create A Visual Identity When you work with a [branding agency](https://www.smashbrand.com/branding/), they will do more than find the colors that are the right fit. They will establish a visual identity matching everything we’ve discussed thus far. Your visual identity will either attract or detract the target audience from your story, values, personality, and tone of voice. ### Establish Brand Consistency Nothing is worse than investing time and resources into a visual identity only to watch it disappear over time due to poor brand consistency. Establish ground rules about your brand theme as you expand into other marketing mediums, retail channels, and future line extensions. ### Foster Brand Loyalty The previous steps will do nothing for your brand footprint if you have a terrible relationship with the shopper. Brand loyalty only occurs when it is a proactive step during [brand development](https://www.smashbrand.com/articles/brand-development/) and activation. How do you foster brand loyalty? Consider your customer’s expectations and then exceed them. Everything from the packaging experience to customer service will play a role in consumer loyalty, and you need an evolving strategy to continue serving the needs of your audience. [](https://www.smashbrand.com/development/) ## How To Monitor Your Brand Footprint Ensure your brand footprint is continuously checked for stability to prevent it from slipping. Realigning the brand is like tuning a piano requiring more work up front but regular maintenance moving forward. Here are the key metrics you want to monitor to protect and grow your brand footprint. **Brand Awareness:** Measure consumers’ recognition and understanding of your brand through metrics such as aided and unaided brand awareness, [brand recall](https://www.smashbrand.com/articles/the-importance-of-cpg-brand-recall/), and brand recognition. **Brand Perception:** Assess how consumers perceive your brand in terms of attributes such as trustworthiness, quality, relevance, differentiation, and authenticity. We can measure this through brand perception surveys or sentiment analysis. **Brand Differentiation:** Determine how effectively your brand stands out from competitors by measuring uniqueness, distinct positioning, and perceived value proposition. **Market Share:** Track your brand’s market share to understand its penetration and revenues against the category’s growth. **Customer Loyalty:** Measure customer loyalty and repeat purchase behavior through customer retention rate, customer lifetime value (CLV), and customer satisfaction scores. **Brand Advocacy:** Assess the level of brand advocacy and word-of-mouth recommendations by tracking metrics such as Net Promoter Score (NPS), customer referrals, and social media shares related to your brand. **Digital Presence:** Monitor your brand’s online presence and engagement across digital platforms, including website traffic, social media followers, engagement rates, and online reviews/ratings. **Brand Reputation:** Evaluate your brand’s overall reputation by tracking metrics related to online sentiment, customer reviews, media coverage, and public perception. **Brand Equity:** Measure the value and strength of your brand by assessing factors such as brand recognition, brand associations, perceived quality, and overall [brand equity scores](https://www.smashbrand.com/articles/brand-equity/). **Competitive Analysis:** Monitor your competitors’ brand performance and market presence to understand your brand’s positioning and identify areas for improvement. Each of these metrics will live on your brand footprint report. Over time you can determine changes in your brand footprint ranking and identify why the change occurred. While extensive analytics may require up-front work, they are well worth the effort. The insights you learn can be the difference maker resulting in penetration gain against bigger brands. From competitive analysis to [trend assessments](https://www.smashbrand.com/articles/brand-assessment/), reporting on your brand footprint will give you the data you need to compete at the highest level. ## Data-Driven Brand Development You now understand the need to establish and expand your brand footprint. But how do consumer brands create, assess, test, and strategize for this necessity? That’s where we come in. SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to [packaging design testing](https://www.smashbrand.com/testing/), our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Strategy --- ### [4 Inspiring Label Designs Based on Product Names.](https://www.smashbrand.com/articles/4-inspiring-label-designs-based-on-product-names/) **Published:** June 3, 2014 **Author:** Kevin Smith **Content:** A graphic, labeling, and packaging design company will take its design cues from its clients’ brand culture. If it is a boutique, family-owned brand, the design will reflect that by incorporating familial elements into the overall aesthetic. If the brand is a strong corporate entity, the logo will represent stability, trustworthiness and endurance. If the brand is “Kardashian,” the logo might involve [litigation](https://radaronline.com/exclusives/2014/04/kardashian-ellen-robert-lawsuit-kris-jenner-kim-kourtney-khloe/)[.](http://radaronline.com/exclusives/2014/04/kardashian-ellen-robert-lawsuit-kris-jenner-kim-kourtney-khloe/) Of course, if the [brand name](https://www.smashbrand.com/articles/the-essential-elements-of-effective-brand-naming/) or the name of the line within that brand is especially evocative, a graphic or packaging design company would be foolish to ignore it. Take… oh, just for example’s sake, Fighting Eagle Vodka. Fighting Eagle Vodka happens to have been designed by little old us, but it is nonetheless relevant due to the incorporation of highly patriotic American iconography. Heaven knows, vodka is American to the very backbone. Just trust us on this. Optimizing or even changing your brand image can be as simple as merging the brand name with the label design in a nearly literal way; it is an effective way to add a bit of whimsy and freshness to an otherwise tired and stogy aesthetic. It is also a clear way to convey self-awareness; the name of the brand and/or the product line was given for a reason, and a darned good reason. Here are a few examples of how using a brand name within a labeling or packaging design can be highly effective. ## Boxhead Wine What could be more obvious than the integration of boxes on a wine brand called “Boxhead?” Well, obvious or no, this label is probably one of the most interesting and graphically impressive wine labels we’ve seen. It manages to be intricate, complex and detailed while remaining thoroughly harmonious — no eye fatigue here (not easy). It’s highly engaging, fun and yet completely confident. These designers certainly thought outside the box on this one \[Ha! Rim shot!\]. ## Nocturnalis/Durinalis This label design concept uses solar and lunar symbology; the white wines were given the white, daytime labeling (Durinalis), while the reds have the black, nighttime labels (Nocturnalis). This strategy even leaves room for a sunset/rosé design, but if any winemakers want us to elucidate further, they’ll have to write a big, fat check. ## Clif Bar And now it’s time for one of our favorite energy bar package designs: Clif Bar! Yup, we’ve sung the praises of Clif Bar package and graphic design many times. We’ll continue to do so because it is so folksy, natural and unassuming — unlike any other energy bar package/label design on the market. And lookit — it has a cliff on to the left of the brand name, making it relevant to this article. Is there nothing this design can’t do? ## Art Haus Lemonade If you are looking for a refreshing, delicious beverage that will make people think you regularly attend prestigious European gallery openings, boy — do we have a drink for you! SmashBrand’s own Art Haus Inc. Lemonade beverage design is one of our contributions to the label-as-packaging-inspiration zeitgeist. The limited edition bottles were given individual, visually stimulating Arthaus design patterns that were conceptualized to enhance the natural color of the different beverages. The result is, we think, pretty darned stunning if we do say so ourselves. Changing your brand image might not be as simple as designing a suitable badge for your product label. Still, it is a single and efficient step towards rejuvenating your identity. It is important that neither the design nor the new brand image are forced — the public can see through a [shallow attempt to develop a personality](https://www.businessinsider.com/10-worst-corporate-logo-changes-2013-2013-12?op=1) quite clearly. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development firm](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Website Design: CSS4 Isn't Here - Everyone Relax.](https://www.smashbrand.com/articles/css4-isnt-here-everyone-relax/) **Published:** October 8, 2013 **Author:** Kevin Smith **Content:** Remember when everyone was so excited about PlayStation 3? Doesn’t that seem like only yesterday? Now, PlayStation 4 is being rolled out, and everyone who bought the Super Slim PS3 in 2012 already feels like they got taken. Well, we’ve brought this on ourselves, frankly. Our fascination for the latest “thing” has encouraged technological development that was neither needed nor really wanted, and like the sheep we are, we’ll buy the newest console regardless of whatever glitches it may contain, simply because we can’t bear to be the last kids on the block without the flyest gadgetry. So, like the new PlayStation console, geeks are frothing at the mouth about the evolution of “CSS4,” even though CSS3 isn’t entirely supported. Why do developers get so excited about the vaguest hint of introducing new protocols, languages, modules and platforms? Why can’t everyone just relax, and actually learn the finer points of CSS3, the language that we’re only now just barely beginning to integrate? ## CSS4, Already? About this CSS4 classification business: because Cascading Style Sheet language is a series of independent modules, some developed after the CSS2.1 incarnation, the latest evolution can’t strictly be called “CSS4,” since the modules haven’t been along for the ride long enough to technically qualify as being in the fourth level of development, nor will all of the modules be leveled up. CSS language doesn’t have a uniform spec. So, why the development brouhaha? We don’t really know, frankly. As we’ve said, the third incarnation of CSS is not yet fully supported. The latest incarnation of the selector 4 editor’s draft specifies that it’s a mere *editor’s draft*; that the contents may be updated and altered at any time and that the information is meant to be used as a reference point in discussions, and not to be cited as a worked out plan. So, naturally everyone ignored that edict and decided that CSS4 was more or less already upon us. It isn’t. ## CSS Level 3 Is Fine, for Now We don’t want to suggest that these developments aren’t important; if you’re devoting your career to Web design, it’s mandatory that you maintain industry awareness. Attend those conferences! Read those publications! Comment on those blogs! Keep your tools sharp, but remember that you’re in this game to make money. Since you’re going to be designing websites for clients, most of whom don’t know CSS from the CIA, you will want those sites to be compatible with as many browsers as possible. What’s the point of designing a dazzling website that can only be truly appreciated on Opera 12? Most Web designers’ clients are not tremendously savvy regarding the finer points of site elements. When it comes to site navigation, most people want what they’re used to, [despite how much we may want to design something truly dazzling and cutting edge](https://www.smashbrand.com/articles/dissecting-the-best-website-on-the-planet/). If your client’s customers want to get on and get off the site as fast as possible, your stunning and sophisticated work might cost your client revenue. This means, as exciting as the new CSS levels are, we will still have to wait quite a while before incorporating them into your projects so that you can be sure they will be properly supported. So, what have we learned today? We learned that, much to our shame, we’ll still be dragging out our sleeping bags and tents on November 14th when PS4 is officially retailed. We learned that CSS4 isn’t really CSS4, but the latest level of some (not all) of the independent modules. We learned that if we seriously heeded the whispers of every single innovation, we’d never fully appreciate the functionality of the technology that is actually available. Lastly, we learned that if the [dental office’s websit](https://www.princessdentalstaffing.com/dental-hygienist-jobs "dental office's websit")e you designed doesn’t operate properly on Chrome or Safari or Mozilla etc., you’ve created a lot more work for yourself. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [5 Genius Packaging Design Concepts Not in the Mass Market](https://www.smashbrand.com/articles/5-genius-packaging-design-concepts-not-in-the-mass-market/) **Published:** July 29, 2014 **Author:** Kevin Smith **Content:** Once in a while, Motor Trend will publish photos of a new concept car prospect from one auto manufacturer or another. More often than not, these concept cars will be incredibly futuristic — domed windshields; huge wheels; elongated frames; little aliens in the passenger seat (or hamsters). The designs are so stratospherically bizarre that you just know that no car company will ever have the cojones to actually produce anything so amazing, and, of course, you’d be right. Granted, many of these vehicles are more ideally suited for extraterrestrial surveying than they are actual highway traffic, but that isn’t the point, darn it. The point is, will someone, just once, go out on the limb and produce something weird and extraordinary, even though millions of dollars might be lost in the attempt? Is that too much to ask? While we’re at it, we’d like to ask the same for packaging design concepts, too. Students of design *break their backs* coming up with new and elegant packaging designs for products — both from real and imagined brands — and a lot of these designs are thoroughly awesome. Unfortunately, no major corporation snatches them up and puts them into actual production. Gutless! Here are some of our favorite packaging design concepts that you will probably never see on store shelves, even though you really should. ## The Snack Cracker Canister This [design](http://www.fastcodesign.com/1669476/the-pringles-package-sucks-this-chip-can-blooms-into-a-bowl) has everything we’ve lobbied for in previous blogs and then some. It has a multi-use container, aesthetic appeal, shine and snacks. It’s the epitome of elegant packaging design. Instead of trying to contort your hand so that you can reach the bottom of a popular snack canister that we’ll call “Shingles” so as not to take any fire-breathing brands to task for lack of foresight, you can simply fashion the container into a bowl! And before any naysayer out there tells us that maybe the consumer doesn’t want to immediately open the entire canister and spread out its contents for a single serving — just don’t open it all the way until you get to the end, smart guy. ## Froot Loops Toucan Sam Box It’s a box of Froot Loops shaped like the beloved product mascot, Toucan Sam! There is no earthly reason why Kellogg’s shouldn’t pay these designers a huge amount of money and adopt this adorable concept. They’re single serving sizes (much more interesting than the typical mini variety-pack boxes) and the display case can accommodate enough product for a standard convenience store. It’s a little flock of toucans! Freakin’ adorable! ## The Stackable, Green Soda Bottles These bottle designs offer everything major beverage manufactures hold dear; they use less material to manufacture than the standard liter bottles, and they’re configured in such a way as to maximize the amount of product that can be shipped in pallets, resulting in lower shipping costs and a reduced carbon footprint. We’re waiting, Coca Cola! ## Vitamin Water Capsule Bottle This design concept centers on the “vitamin” content and selling point of Vitamin Water. It is a capsule shape, and the multi-pack boxes recall pill boxes. If Vitamin Water wants to enhance the vitamin-y-ness of its products, using a clever and playful packaging design is a good start, particularly since it probably doesn’t want to go on the record and try to refute claims that it is [nothing but watery calories](http://www.fitday.com/fitness-articles/nutrition/are-vitamin-waters-healthy-or-harmful.html#b). ## The Honeycomb Bottle We weren’t sure what this even was, but it’s weird! We love it! Apparently, this student project was for “I ‘Love’ Honey,” which is a… well, we still don’t *really* know. Honey, perhaps? A honey-based beverage? Whatever it is, it looks like nothing you’ll see on any store shelf, which means this package has nailed job one. It is visually engaging and yet clean. And, the glass bottle can be used as a tall glass independently of the honeycomb jacket. Attractive and multi-use! Double whammy! Once again, you will probably never see these designs on your store shelves, but thanks to the Internet and the everlasting nature of all material uploaded onto it, these design concepts will never entirely fade into obscurity. Perhaps in 2175, when we’re driving our domed Nissan Pivos, we’ll also have our honeycomb bottles in our cup holders and our snack canisters in the front seats. We only hope that the corporate entities that have snatched up these designs pay the designers’ ancestors the appropriate rate, which will be several billion dollars by then. **Categories:** Design --- ### [Product Messaging That Drives Conversions.](https://www.smashbrand.com/articles/product-messaging-that-drives-conversions/) **Published:** March 22, 2022 **Author:** Michael Keplinger **Content:** Look in any clearance section or last-chance grocery store, and you will find a plethora of examples where design and/or copy missed the mark. Even the most amazing and innovative product will suffer a similar fate if the company was not deliberate about each element’s messaging before it reached store shelves. For your product to avoid the discount or die path, a package design agency must purposefully design your product packaging, communicating the hidden purchase drivers most important to potential customers. Get this right and you will emerge ahead of the competition, quickly becoming a leader in your respective CPG category. ## Identifying Category Purchase Drivers While the framework for understanding what drives consumers may be similar, the actual purchase drivers differ from category to category. What drives someone to purchase candy will differ significantly from someone purchasing fruits and vegetables. Analyzing consumer behavior in a category is the first step to identifying the exposed purchase drivers for a product. Finding the “assumed” exposed purchase drivers for a CPG product is easy. All you need is a quick google search, audit competing products packaging, or call to the grocery retailer asking questions about what is being purchased and why. All this tells you is what others think works for consumers. Without your own research and asking consumers, you are essentially rolling the dice as it pertains to your package marketing strategy. Your product needs to stand out, but we don’t mean that in a way of having [flashy packaging](https://www.smashbrand.com/articles/packaging-design-needs-to-do-more-than-look-good/) that jumps off the shelf. To correctly stand out you need to discover the hidden purchase drivers and convey those messages in a way that reaches and resonates with the buyer. Ensuring that your on-pack marketing brings attention to a need or desire that is common and agreeable with the consumer. This isn’t always a straightforward task. Consider an industry such as bottled water where it is challenging to convey rational differentiation. Whether it is an emerging or established industry, a consumer packaged goods product must dig deep and formulate a product messaging plan that increases purchase intent. **The Simplified Formula For Product Message Success**1. Establish the most important drivers. 2. Prioritize the product messages according to importance. 3. Use imagery that enhances existing or covers the missing product messages. ## Identifying Brand Purchase Drivers An unfortunate truth is that much of CPG product messaging includes brand drivers that are valued by the company but don’t speak well to the consumer. A paraphrased mission statement of the CPG company placed on product packaging is holding important space that we can use for more important category and brand purchase drivers. All brand drivers should be determined through research and tested customer data, matching the shopping experience of the consumer when exploring the products in a category. Through consumer insight, you will find out what brand elements speak to the shopper, both through initial brand awareness and [brand recall](https://www.smashbrand.com/articles/the-importance-of-cpg-brand-recall/). What precedes this testing is a strategy that asks “what differentiates our brand from the competition and in what ways can we convey that on pack?” You then test this brand messaging to determine if what you believe to be true is actually a brand purchase driver that resonates with the customer. ### **Creating Differentiation Through a Hidden Brand Driver** Toms Shoes took a seemingly ordinary product and created brand differentiation by making the consumer feel good about their purchase. This type of brand driver moved from rational benefits to emotional ones and is why their shoe brand exploded in sales. ## ## When Product Messaging Goes Wrong Product packaging will always affect [purchase intent](https://www.smashbrand.com/articles/why-purchase-intent-is-the-most-important-metric-for-cpg-brands/). There is no situation in which your packaging doesn’t have either a positive or negative impact on the amount of market share owned in the consumer packaged goods category. CPG stores will not tolerate messaging gone wrong, as they have limited shelf space where sales per square foot are a pivotal metric. A new product is only a benefit to the retailer if it results in greater sales than the product it has replaced. ### **Missing Product Messages** For copy to be effective, it needs to get the point across in as few words as possible. An additional detriment to run-on messaging is that important conversations may not make it to the front of the label. It is important that each purchase driver delivers the message as concisely as possible. This process is as much art as it is science, but is critically important to maximizing purchase intent. A CPG brand that is careful to consider the space a message takes. There should be as much white space as possible for additional purchase drivers or to simply let the label breathe. ### **Misunderstood Messaging** This topic may be better understood with an example. Many CPG brands have adopted keto approved products as it is a trending choice for those who are hoping to follow a low-carbohydrate diet. While there has certainly seen an [increase in consumer demand for keto products](https://alliancesalesinc.com/the-rising-demand-for-keto-products-in-retailers/), clearance sections and discount grocery stores are littered with these types of products. One reason is the disconnect between an acceptable amount of carbohydrates for the average keto diet and how a consumer feels about that quantity being on a product label. Technically, since less than 50 grams of carbohydrates per day is the average, you could have 45 grams on your label and be considered a “keto friendly” product. However, most keto shoppers are new and hold the ideology that all carbs will question the validity of a label if the panel shows even 1 gram of carbohydrate. In this scenario, the brand that markets keto friendly on the front but displays 7 grams of carbs per serving will lose the misunderstood customer during the evaluation stage. This would have been a non-issue for these brands if they had tested their product packaging as a part of their CPG marketing strategy. ### **Assumed Purchase Drivers** Following the industry trends for package design is a good choice if you want to be exactly like your competition. If your primary intent is to be known as the cheaper option for the same quality, aligning with successful products may cause short-term success. However, what is to stop another brand from doing the same thing? A better strategy is to come in unassuming and follow the “strong ties loosely held” philosophy. Be willing to let the data do the talking and base your marketing around the purchase drivers that prove to be successful in your product. While this is not common practice in the CPG industry, it is the only way to guarantee that you build upon brand loyalty or grab new market share for your new to market brand. ## Creating Non-Verbal Drivers We’ve spent a lot of time talking about words with impact, but non-verbal purchase drivers are equally important to the success of a product. Most times, it is the primary means of product differentiation for categories where rational differentiation is scarce. In any situation, we should test non-verbal drivers to ensure the message they insinuate meets the desires of the consumer. Whereas many CPG companies leave non-verbal drivers up to [subjective opinions](https://www.smashbrand.com/articles/subjectivity-in-the-packaging-design-process/), there are cases where on-shelf testing provided critical information about the product design. Here are two examples. TreeTop found that a white background led to a stronger perception that the product was a healthy choice, which is an important purchase driver for moms.Tomato Love determined that a modern youthful design allowed them to speak to an audience among a sea of products unchanged in decades.How do you make your product packaging provide the correct perception yet stand out from the other products on the shelf? ## Testing for Purchase Drivers Any good marketing campaign will include A/B split testing, so why should package design be any different? With more eyeballs on your product in an aisle than on an ad, doing research and testing on the shelf should be the starting point. This is where the CPG marketing team should build its campaign from so that they can segment the messages to specific user audiences. Package design testing clarifies what the consumer cares the most about. Once you identify these hot points, you can then bring them forward, making them the most memorable part of your design. Purchase drivers don’t have to be a mystery where you hope to identify the conversation going on in the customer’s mind. ## The SmashBrand Approach For Identifying Purchase Drivers We do the research to find out what matters. Once establishing what is important, we test your product by mimicking the retail environment, including product grouping, competitor placement, and shopper traffic. Through this testing, we come up with a needs analysis to find out what is missing. We continue to test based on the results of each iteration until reaching the point where we have the most effective purchase drivers for maximum purchase intent. Discuss a project with our team to see how we can help your packaging perform at its highest potential. **Categories:** Strategy --- ### [Is your packaging design ready for space?](https://www.smashbrand.com/articles/is-your-packaging-design-ready-for-space/) **Published:** October 17, 2014 **Author:** Kevin Smith **Content:** The human preoccupation with space travel has led us, as patriotic Americans, to wonder: When will someone design a Doritos package that can survive reentry? Moreover, will the packaging appeal to the extra-terrestrial market? The prospect of “food in a pill” or “freeze-dried nutrition packets” just doesn’t have the same appeal today as it did 50 years ago — we would feel warmer towards the space program if the International Space Station was equipped with an organic roof garden, or if the shelf-stable irradiated foods were gluten-free. Nevertheless, while the United States population is considerably less enamored of the space program today than it was in the 1960s, outer space still sparks the imagination. We loved us some Avatar. Whether or not your product will ever be adopted into the NASA program has less to do with packaging suitability than it does with your ability to grease enough senatorial palms to win coveted bids. Chances are, your product won’t achieve the required NASA endorsement in order to be cleared for intergalactic travel, but the design of your package and label could still be enhanced by an outer-spacey motif. (It worked for David Bowie, who was never, technically, an astronaut, but managed to make space travel a major part of his brand.) So, for the purpose of this exploration, we’ll be concentrating more on the advisability of covering your space packaging with little Martian icons, rather than slathering the food with ionizing radiation. ## Retro-space — The Future through a 1940s Prism You don’t necessarily have to package your products in Mylar or another equally future-y material; you can use completely degradable materials that still evoke the cherished Star Trek spirit. See, for some reason, we don’t seem to want to imagine the future of space travel as it might actually be — we are far more charmed by The Jetsons and the absurd campiness of Plan 9 From Outer Space. Just look at what the graphic art population thought space travel accoutrements would look like in the 1950s; they are far [more stylish and optimistic](https://weburbanist.com/2009/03/02/retrofuture-space-flight-15-visions-of-future-past/) than what is in actual use today. If you want whimsy and charm for your product/brand, a classic space aesthetic might be something you’d want to explore. We see the retro-futuristic design approach in the [airport services](https://comfortpass.travel/) industry, where companies blend nostalgia with modern convenience to enhance the travel experience. ## Planetary Design Investigate the possibilities of celebrating individual planets within a single product line. “Mars” red ale; “Saturn” cider; “Venus” blue lager — if there is such a thing as blue lager. The point is, the planets within our solar system are a rich and fertile ground for marketing ideas, even if the non-Earth planets themselves are nothing more than gaseous, barren rocks. ## Celestial Design What is more beautiful and awe-inspiring than the infinite and incomprehensible galaxy? Furthermore, what could be more natural than exploiting that magisterial wonder for the purpose of corporate branding? Not only are the configurations of the stars and other firmamental phenomena absolutely beautiful, it could be argued that there are additional new-agey, spiritual elements that could also be appropriate for certain products, if your consumer base consists of numerologists. ## Science Fiction: Who doesn’t love it? We might not possess a strong affection for the actual requirements of space travel (ugh — so much *math*), but we do love the romance, danger and overall excitement of the prospect of living on some distant planet, far, far away. The atmosphere domes; the jet packs; living with eight-legged creatures and animate blob crime lords who encase us in carbonite when we get out of line are endlessly fascinating. If you are considering adopting the ever-popular concept of including a story line into your package and labeling concept, a nice sci-fi story line might give you the fuel you need to keep the creative juices flowing. Packaging for space might be just the ticket if you want to individuate your brand. After all, the trend seems to be headed in the exact opposite direction, what with the overwhelming public love of paper, jars, jugs and general store typography. Make Major Tom proud and explore some good, old-fashioned space packaging. **Categories:** Design --- ### [Structural Packaging Strength: Men Are No Longer Needed.](https://www.smashbrand.com/articles/welcome-to-a-world-where-men-are-no-longer-needed/) **Published:** October 1, 2013 **Author:** Kevin Smith **Content:** Everyone at one time or another, has handed off a tightly lidded container to someone with bulging muscles to twist open easily and proudly. Unfortunately, the population that achieved massive muscles from hard manual labor has diminished significantly, and it’s a safe bet that the ripped and shredded person next to you got that way from systematically and robotically performing reps in the gym. Soon, no container will be openable without the aid of a large mallet. Regardless of what gender roles have historically dictated, no one exactly approaches opening an impossible jar, bottle or package with a song in his/her heart. We fully acknowledge the need for product protection, but protection against the customer? Why not focus on making a product easy to use? Your package strength must be proportionate to the delicacy, value and susceptibility to contamination of your product. Even though a difficult-to-open package is annoying, a flimsy package doesn’t inspire customer confidence, especially when that package contains a food item. So, how to balance the two? If your product isn’t perishable, isn’t likely to be vandalized or stolen and isn’t more valuable than golden diamonds, then there really is no need to encase it in an impenetrable shield of plastic. Here are a few things to consider when deciding upon the durability of your product’s package: ## Delivery Concerns If you anticipate high-volume, cross-country delivery of your product, your package will have to be both crush resistant and [shaped so that it can be stacked in an economical fashion](https://www.smashbrand.com/articles/soras-message-to-you-package-well-and-prosper/). Even if your package passes the egg drop test, does the shape inhibit secure staking during transport? Will the transport cost be affected by the number of pallets your product package requires? ## Customer Accessibility … And we don’t just mean the customer’s ability to open the package eventually; we mean the customer’s ability to see the product. Certain consumer goods whose importance lies more in their form than their function need to be seen by the customer first hand; a photograph or artist’s rendering ain’t cut it. It’s unfortunate, but some items might have to be returned to the seller after purchase. While it isn’t a company’s first priority to convenience the consumer looking to return the product for a refund, if your product comes in a package that can’t be reassembled, if the item needs to be returned for some reason, the product’s ability to be clearance sold could be affected. ## Environmental concerns Today’s market is heavily influenced by a product’s adherence to environmentally responsible practices, entombing your product in mounds of dense and barely penetrable plastics that must be cut with shears and discarded immediately – no reuse here – [t](https://www.smashbrand.com/articles/environmental-concerns-becoming-more-mainstream/)[end to be frowned upon](https://www.smashbrand.com/articles/consumer-demand-for-sustainable-packaging-is-on-the-rise/). ## Freshness Regarding food items, the type of food makes all of the packaging difference in the world (you really didn’t need us to tell you that). If you manufacture a fresh or frozen food item, even though it may seem as though you would want to package it heavily in order to preserve the product’s integrity and prevent spoilage, believe it or not, the more elaborately packaged it is, the less inviting it is. Think about it: when you are in a grocery store and you see a prepared food item that is packaged as though it could survive space travel, don’t you think that it is probably industrially processed? Even if the food was only made 20 minutes before, if it is enclosed in layer after layer of indestructible packaging, it looks like it’s been around the world and back again – and could probably survive a few more trips. The less packaging food has, the fresher it seems. The problem of barely openable jars will never go away entirely – mainly due to the generational weakening of the human species (we sit in front of our computers all day; what do you expect? Soon, we’ll be nothing but eyes and fingertips). Nonetheless, a good package designer can mitigate the muscular atrophy of mankind through conscientious design strategies. Moreover, if you drop by our office, we will open your fused-shut jar of peanut butter with our massive jaws-of-life hands and powerful iron wrists. After we run the lid under hot water for 60 seconds. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Consumer Testing, Brand Strategy, and Messaging.](https://www.smashbrand.com/articles/consumer-testing-brand-strategy-and-messaging/) **Published:** February 19, 2021 **Author:** Michael Keplinger **Content:** Launching a new brand or rebranding can be risky. How can you be sure that consumers will like the “new you” or whether it’ll end up driving people away? Some businesses have lost hundreds of millions of dollars on ill-advised [rebranding](https://www.smashbrand.com/articles/rebranding/ "rebranding") decisions. Consumer testing is an important part of any brand strategy. You need to talk to consumers about your branding decisions, and you can make alterations to your strategy or messaging based on their feedback. This will save you a lot of headaches and make sure your brand strategy and messaging will be effective. ## What Is Consumer Testing? There are a lot of “what ifs” that come along with creating a brand. Will your color choices resonate, does your logo look appealing, [is your packaging ](https://www.smashbrand.com/articles/packaging-design-testing-its-a-big-deal/)working hard?, etc.? Do you know who has these answers? Your target consumers. Consumer testing in its simplest form is asking consumers if they like potential branding decisions. If they say yes, you move on to the next step of the process. If they say no, you gain more insight to make changes based on their feedback until it’s performing better than the competition. After a few rounds of testing, you should have a good idea of what consumers like, along with a powerful branding strategy that will turn your target demographic into a tribe of loyal followers. ## Is Consumer Testing Really Important? In short, yes. Consumer testing can help you make sure your brand strategy and messaging is consistent with your business and resonates well with potential customers. There are several major benefits to consumer testing: - Gather real data to back up your brand strategy. - Identify areas of improvement. - Learn how different demographics react to your choices. It can also save you millions of dollars on poor marketing decisions. But don’t just take our word for it. Check out what happens when a company skips consumer testing: In 2010, Gap decided to initiate a quick rebrand before the holiday season, swapping out their iconic blue and white logo for something more modern. They didn’t run consumer tests or ask any questions. Of course, the Gap logo is well known around the world, and the company faced immense backlash. They decided to play the “just kidding” card and reverted to their old, tried-and-true logo. The whole blunder [cost Gap an estimated $100 million](https://bettermarketing.pub/gap-inc-or-the-100-million-dollar-rebranding-that-lasted-7-days-8a2e03f57505). If they had simply performed some brand testing, they would have realized that updating an iconic logo was a poor move. ## Four Consumer Tests to Judge Brand Strategy and Messaging Before launching a new brand or rebrand, it’s important to perform your due diligence and make sure your changes will have a positive impact. Here are six consumer tests that will get your brand strategy honed to perfection. ### 1. Attitude and Usage Survey An attitude and usage survey is a simple list of questions that provides insight into how consumers view your brand and products. It can also help you find links between customer opinions and how they use your products. For this consumer test, ask questions like: - How familiar are you with this product? - Which of these competing brands have you used? - How did you first hear about this product? - How would you rate the quality of this product? - What would you most like to change about this product? The answers will give you a feel for how consumers perceive your brand and products. Attitude and usage surveys are typically done online. Participants can fill in the survey online or with their mobile devices. ### 2. Focus Groups After you understand your target demographic and have some ideas to revamp your brand strategy or messaging, you can use focus groups to learn what people really think of your changes. Assemble at least three groups of eight to ten people to start. Make sure they’re in your target demographic (or a demographic you’d like to break into). Present the brand changes you’d like to make and ask the group what they think of the changes. Use the feedback to adjust your brand strategy or messaging. Then try again! ### 3. Message Testing [Message testing](https://www.smashbrand.com/testing/#messaging-testing) is testing the clarity of your message, whether it’s in line with your brand’s image, and whether it engages consumers. Without it, you might accidentally tell customers something you don’t intend to, which will lead to poor sales. A great example of the importance of message testing comes from Coors. Coors has always brewed its beer with delicious, high-quality Rocky Mountain spring water. During the bottled water boom of the 1990s, they decided to grab a piece of the action [and started bottling their own sparkling water](https://content.time.com/time/specials/packages/article/0,28804,1913612_1913610_1913525,00.html) with the Coors logo front-and-center on the bottles. Well, people saw the Coors logo on the bottle and figured it was alcoholic sparkling water. Once they found out it was just regular spring water, sales tanked, and Coors had to leave the bottled water game. If they had performed adequate message testing, they would have realized that having the Coors logo on the front was telling consumers there was alcohol in the bottle, which is a message they didn’t mean to convey. ### 4. Package Testing Packaging makes your products stand out on the shelves. Without optimized packaging, your products will fade into the background and collect dust. [Package testing](https://www.smashbrand.com/testing/#packaging-testing) lets a group of people interact with your packaging and give you feedback. With package testing, you can learn a lot about how your packaging influences buyers: - Design concepts - Purchase intent - Stand Out - Brand Recall After the focus group takes a thorough look at your packaging, ask them to rate various factors like design appeal, uniqueness, ease of use, etc. Once you have the answers, use the feedback to alter your design to make it even more effective. ## Strengthen Brand Strategy and Messaging with Consumer Testing There are many variables that go into a successful brand strategy or messaging update. The only way to know if consumers will actually like the changes is by asking them. Consumer testing allows you to go straight to the consumers and ask them what they think of your message, branding, packaging, or anything else that could affect sales. Armed with real consumer feedback, you can optimize your products to succeed on the shelves. Learn how your products fit into the market with SmashBrand’s package design testing services. We’ll perform all the necessary testing to ensure your packaging is ready to hit the stores. [Contact us](https://www.smashbrand.com/contact-us/) to get started. **Categories:** Strategy, Testing --- ### [How To Know When It's Time For A Rebrand.](https://www.smashbrand.com/articles/when-you-know-its-time-to-rebrand/) **Published:** February 27, 2015 **Author:** Kevin Smith **Content:** Age is not bad for brands; consumers prefer trusted brands that have withstood the test of time. However, a brand must examine the reason for the trust before continuing with the same identity indefinitely. Do consumers appreciate your dedication to quality, family ownership, and sustainable practices? Or do they remember you from a series of commercials from the 1980s with a talking orangutan? If it’s the latter, it’s time to put your quickly fossilizing brand to rest finally. We’ve created a list of possible reasons why it may be time for a rebrand. But first, let’s get a baseline understanding of this process. ## Get your Hands on the SmashReport! ### And enter to win a **FREE** brand diagnosis worth **$20,000**. \*The SmashReport is a monthly newsletter for FMCG and CPG brands, helping them stand out in the competitive retail marketplace. \* indicates required ## Hey, What’s Rebranding Anyway? Before we jump into this wild ride of dead founders and culturally outdated commercials, let’s set the record straight: What’s this “rebranding” fuss all about? Imagine giving your brand a facelift, a new wardrobe, and a kick-butt personality upgrade. It’s like the Cinderella story of the business world. But this brand strategy isn’t just about slapping on a fresh coat of paint on the current branding; it’s about gut-renovating the entire house. Got it? **Brand Refresh****Partial Rebrand****Complete Rebrand**A minor makeover that tweaks existing elements to modernize and energize a brand without changing its core identity.A more substantial transformation may include changing the logo, messaging, and visuals but retaining some elements of the previous brand for continuity.A total overhaul of a brand’s identity, encompassing new messaging, design, and sometimes even a new name, essentially creating a new entity.**Read More:** [How To Perform A Data-Driven Brand Refresh.](https://www.smashbrand.com/articles/brand-refresh/ "How To Perform A Data-Driven Brand Refresh.") ## Reasons You Know It’s Time For A Rebrand Think your current brand might need to bring something new to the table? You’re probably right. Let’s look at the immediate reasons why it could be time for a rebrand. When brands start gasping for their final breaths, one has to wonder what went wrong. Here are some warning signs that it’s time to retire your brand and create a new one. ### **When The Founder Or Brand Ambassador Dies — Or Worse.** It is time to consider rebranding when a brand’s credibility hinges on an iconic founder shuffled off to that big Entrepreneur’s Expo in the sky. Of course, in the case of death, this doesn’t mean that the founder/ambassador’s image has to be excised entirely from the brand; it just has to be reimagined. You can retire your brand icon rather than bury him completely. Take Colonel Sanders. The white-haired dude on the KFC logo was an actual person (Harland Sanders) who did commercials and everything. When the founder and icon passed away in the 1980s, the brand retained the Colonel’s image and original folksiness, though it stopped airing commercials with the man. Suppose your company founder was a treasured part of the industry landscape. In that case, you’ll want to continue to honor their memory in some way — through an icon or a product line name — just not by pretending it’s just business as usual and your founder isn’t as perky as he used to be. Unfortunately, not all founders can exit in a wholesome and respectful manner. Sometimes, they[ drag their reputations](http://www.inc.com/associated-press/american-apparel-ceo-ousted-for-alleged-misconduct.html) and organizations’ reputations into the grave. If this is the case, rebranding might not be sufficient; you must perform a complete brand association exorcism. ### **When Your Brand Is No Longer Culturally Valid.** In the 1950s, gender politics weren’t quite the hot-button issue today. An advertisement in 1953 could legitimately have said (we’re not making this up), “This Chef Does Everything But Cook — That’s What Wives Are For!” Ha ha! Don’t women love it when you get them appliances for their birthdays? The real gift is the ability to serve their men better. It’s funny how so many of those advertisements were almost [violently offensive](https://i.insider.com/536a53826da8110a2669d0a0?width=1200) yet still managed to be cloaked by a veneer of charm. As much as we might enjoy the nostalgic escapades of the “Mad Men” ethos, some brands have to be scrubbed clean of their sexist, racist, and overall offensive company postures if they want to build a relationship with the target audience. **Read More:**[ 21 Valid Reasons For Rebranding A Company](https://www.smashbrand.com/articles/reasons-for-rebranding/) ### **Your Brand No Longer Offers What Consumers Expect.** Occasionally, food ingredients go out of fashion. Sometimes, we discover that certain fats pose a greater risk to cardiovascular health than we previously thought. Once in a while, Soylent Green is people. When this happens, a brand whose identity hinges on its materials’ popularity or purity discovers that those materials are no longer appreciated or even legal, then the brand must regroup. And don’t despair — sometimes products that were once roundly shunned come back to fashion in a big way — look at lard. And it only took 100 years. Yes, your brand might have died a slow and agonizing death, but that doesn’t mean the circle of life won’t move on! Also, in the marketing world, if not the actual world, there is such a thing as brand reincarnation. So, once you’ve identified the cause of your brand’s death, you can proceed with your Dr. Frankenstein-like procedures of harvesting the valuable portions of your old brand identity and refashioning a newer and better one. It’s time to begin anew, even though your orangutan commercial will live on YouTube forever. Sorry — we can’t help that. ### **Dollars, Cents, and Brand Sense.** What’s up, Wall Street? Is the market going up, down, or spinning like a dog chasing its tail? Your brand should be doing the cha-cha with it. Is a recession on the horizon? It’s time to show how your product offers significantly more value than the price suggests. Economic boom? Slap some gold leaf on that budget product and rebrand it as a “premium experience” to attract consumers looking for their products to become a status symbol. If your brand is the guy still wearing bell bottoms at a skinny jeans party, you’re doing it wrong. ### **Caught in the Web Yet?** Alright, let’s get digital! If your brand is the hermit still living in the days of dial-up while the rest of the world’s busy making viral TikTok dances, buddy, you’re not just a fossil but a full-on museum exhibit. Brands today don’t just exist; they need to live and breathe online to retain and increase brand recognition. Are you the type to awkwardly dance at the social media party, or will you be the DJ, setting the trends? It is time to adapt your company to the new way of building brand equity. ### **Listen to the Whispers, Or Else…** If you’re not taking customer feedback seriously, then you’re like the captain of the Titanic, thinking you’re unsinkable. How’d that work out, huh? If you’re ignoring falling star ratings, bad reviews, or just general social media grumbling, that’s like ignoring the smell of smoke while your brand is quietly burning. Not only do you need to get your brand design of the burning building, but you should also consider what set the fire in the first place. Disgruntled customers might as well be writing your rebranding strategy for you. So don’t shuffle—sprint to the rebranding drawing board and create a new business strategy where you reset your brand positioning and reform your visual identity. ### **Look Out, The New Kid’s Stealing Your Lunch Money!** Ah, you were ruling the roost, weren’t you? King of the hill, lord of the manor, and other metaphors for being awesome. But wait a minute, what’s that? A strong brand has pranced into your territory, and not only are they stealing your customers, but they dare to out-trend your brand name on social media? That’s like the new kid in school not only taking your seat but also stealing your prom date. When that happens, that’s the universe tapping on your shoulder and whispering, “Sweetie, it’s time for a brand makeover. Now.” Don’t just be yesterday’s news; make headlines by rejuvenating your brand like a phoenix from the ashes, presenting a new identity to potential customers. So, get your think tank together, order some overpriced coffee, and prepare to brainstorm until lightning strikes. ### **Mixing DNA: Mergers and What-Not** Just tied the knot? Awww. How sweet—a corporate merger. But when two brands say ‘I do,’ there’s usually a lot of ‘we don’t’ when meshing brand identities. It’s time to throw a rebranding reception bash! Your rebranding effort must learn how to play house and blend two distinct brand personalities into a harmonious matrimony of marketing genius. Think of it as trying to merge two Spotify playlists—one’s classic rock, the other is EDM—into a playlist that doesn’t make your ears bleed. From creating a new logo for the company name to revamping all of your marketing materials, creating a cohesive brand vision between all brands. ### **Legal Woes? Don’t Throw in the Towel** Does your company’s branding have you caught with your hand in the legal cookie jar? Whether it’s a trademark spat, copyright brawl, or a full-blown lawsuit with the press buzzing like a beehive, sometimes the only solution is to throw in the towel and start anew. Think of it as entering the witness protection program but for brands. Change your name, look, and lifestyle, and come out less legally complicated on the other side. ## Alright, Time for a Makeover. Now What? Great, you’ve concluded that your brand’s as dead as disco. Now what? Hold a séance with your stakeholders, pull out the Ouija board for market research, and maybe even hire a branding shaman. You’re looking to create a Frankenstein’s monster of a brand—stitching together the good parts and ditching the bad. **Step One**: Review your current brand guidelines to identify elements that need updating and those that you must retain. **Step Two**: Conduct market research to understand your target audience better and validate your rebranding strategy. **Step Three**: Create a new visual identity, including color schemes, typography, and logo designs, that resonates with your brand’s updated mission and values. **Step Four**: Develop a comprehensive rebranding strategy that outlines the steps for introducing the new brand identity to your audience. **Step Five**: Test the new brand elements with a sample of your target audience to gauge reception and make any necessary adjustments. **Step Six**: Re-evaluate your brand architecture to ensure it aligns with the new brand identity and effectively serves your target audience. ## Tying it All Together, With a Bow On Top. And there you have it, folks! Rebranding isn’t a white flag; your brand says, “I’ll be back, but cooler.” Whether the world around you changes because of tech, culture, or just because someone wealthier and younger moved into the neighborhood, your brand image must keep up. ## Data-Driven Brand Development That Can Guarantee Sales Performance. If you need a rebrand with performance predictability, we can help. SmashBrand is a brand development agency that researches, designs, and tests all products to ensure peak shelf performance. Book a time to discuss your project with our team. **Categories:** Design --- ### [Advantages to Keeping All Design Work with a Single Firm](https://www.smashbrand.com/articles/advantages-to-keeping-all-design-work-with-a-single-firm/) **Published:** October 29, 2014 **Author:** Kevin Smith **Content:** We *understand*. With an abundance young and attractive graphic/Web designers — all salivating over the opportunity to secure a new client — you might reasonably experience a wandering eye; the desire to recapture your youth with a brief but exciting new relationship; a need to experience the unbridled joy of paying approximately one-third of the price for what is promised to be design studio-quality work. Don’t let the allure of the specialized freelancer turn your head, mister. Your design firm has been with you through thick and thin, when you were a total nobody, desperate to scrape together a few scattered sales on Etsy.com. Now that you’re some kind of big shot with your own thriving web presence and robust growth, you think you can just run off with some twit who makes you feel important? *Who do you think you are*? Sorry, we get emotional on this subject, and it’s only natural. We realize that there are hungry freelance designers out there, a lot of them have pretty good portfolios, and all of them have 101 reasons why you should jettison the design firm and go rogue with a graphic art maverick. We’re here to save you from what could be a terrible, costly mistake. Here are a few reasons to keep your design firm. And make your design firm happy. And buy your design firm a bouquet of flowers once and awhile. ## 1. Sophisticated Market Research Capabilities Since when can a single freelancer initiate quantitative and qualitative research? Will he or she moderate design focus groups? Will the freelance designer conduct one-on-one interviews, perform demographic isolation, research consumer buying habits and analyze the retailers that will carry your products? Don’t make us laugh! Sketching design options is a surprisingly small part of what successful design firms do. The goal is to sell your products, after all, and you can’t sell products without really knowing how and what your consumers buy. Freelancers will give it their best guess, but guessing isn’t anywhere near good enough. ## 2. The Firm Knows You and Your Brand If you’ve already been working with a firm on your web site design, your logo design and, possibly, your packaging and label designs. After [developing solid strategies](https://www.smashbrand.com/articles/why-packaging-designers-cant-forget-about-logos/) and analyzing the nuances of your brand identity, your design firm knows precisely the image you want your organization to project. In short — they know you, and they know what you want. We could make long-term relationship intimacy jokes here, but we’re way too classy for that. ## 3. All of the Design Elements Will Cohere Using an entire firm for all of your design requirements will help you to create, or recreate, your brand across multiple platforms in a smooth and harmonious fashion. If you take the piecemeal approach to design, you might save some money, but you are juggling multiple designers who might consult with one another over certain elements if you insist upon it, but who aren’t obligated to listen to each other or work together in any way. ## 4. You’re Working with a Well-Oiled Machine Freelancers, if their work is promising, very often cram more projects into their schedule than they can actually manage. As a result, you could be dealing with a designer who is chronically behind, inaccessible, only able to communicate with you via emails that have been sent at 3am and prone to bursting into tears when asked for updates. Design studio workflow is implemented to balance project requirements efficiently. There are established protocols that spread the responsibility of different projects to multiple team members. ## 5. Long-term Support A freelance web designer will give you a tutorial right when the project is completed, but good luck getting meaningful support down the line. Freelancers make their money turning over projects, not sticking with you and offering assistance during a crisis. ## 6. Greater Variety of Solutions and Strategies Design firms, due to the combined experience of diverse team members, will be able to accommodate you in more profound ways than scattered freelancers can. A freelancer probably won’t be able to satisfy an especially broad spectrum of design and technical issues; freelancers are one-person design organizations, and there is no way that an individual can be made responsible for your web design, logo design, marketing strategies, branding, SEO, tech support and all of the countless other attendant issues that will inevitably crop up during the design process. We don’t want to give the impression that freelancers have no place being hired for any reason. When your business is just starting out and you have absolutely nothing, by all means, use a freelancer to design your logo. However, once you work with a design studio for comprehensive branding solutions, going back to scattered freelancers is like going from a chauffeured Town Car to public transportation. It’s grim, inconvenient and very likely won’t take you exactly where you want to go. **Categories:** Design, More --- ### [Package Designer Guide: If Your Friends Jumped off a Bridge.](https://www.smashbrand.com/articles/if-your-friends-jumped-off-a-bridge/) **Published:** August 1, 2013 **Author:** Kevin Smith **Content:** If your industry jumps off a bridge, will you jump too? …Yes, said the petulant child. In the design industry, it’s hard not to. Of course, it’s hard not to in *any* industry. When one business recognizes a successful marketing strategy/product/campaign, they instantly want to copy it. Remember when two films about the “friends with benefits” cultural phenomenon came out one right after the other? One of the films was called “Friends with Benefits,” and the other wasn’t, remember? We wonder: are any of the executives involved with the decision to make those films still employed? Even though the public can recognize a shameless rip-off, individuality, creativity and fresh ideas are, more often than not, shunned by the wallets with the final say. Believe it or not, innovation and uniqueness don’t initially make a ton of money. As a package designer, you’ll probably be commissioned to produce a package that mimics accepted societal sentiment. It is up to you, design genius, not only to cleverly make that canister, bottle, bag or box familiar enough for the emotional comfort of your client, but also interesting enough to stand out from the competition and seduce the heart and soul of the customer. How, you ask? Well… ## Recognize Trend Side Effects Sometimes, the art of trend recognition and monetization lies in discovering the trend’s peripheral phenomena, rather than trying to capitalize on the trend itself. Huh? Example: during the 19th-century gold rush when hundreds of thousands of people were running to California to pan or mine for gold, the true innovators thought of the needs of the panners and miners and reaped rich benefits off of them. Levi Strauss made more money than 99 percent of the skinny prospectors looking for a gold strike – and he didn’t even have to wade in a freezing river. He discovered what the prospectors needed – jeans – and sold millions of ’em. So, if you notice that Brazilian blow-out hair treatments are all the rage, or Ombre hair color, (wow, is it 2010 already?) your marketing strategy for your hair care line might want to focus on accentuating the glamour and maintaining the hair style, or repairing the hair damage from these fashionable processes. In terms of package design, you will know what your market will find convenient and useful based upon the arbitrary fashions of the moment. Nowadays, wouldn’t a hands-free package be useful with people holding their phones in one hand and their clutches in another? Something carried around the wrist, perhaps? We’re not suggesting you invest your life savings around that concept, but it’s a jumping off point. ## Obsessively Trawl Social Media Yes — Facebook, Instagram, YouTube, Twitter, Flickr and Tumblr are all harbingers of the latest trends, but do you know what else they are? The biggest focus groups in the world. Homemade YouTube videos are a window into the soul of the culture. The amateur tutorials on every subject from folding fitted sheets to washing long hair are a wealth of marketing and design information; you see how people cope with the limitations of available products and hear their cries for something more suited to their lifestyles and habits. Moreover, you see how many people watch them. Once you set aside your shock that there is actually an audience for videos of people combing their hair for ten minutes, you’ll see how much data you can accumulate. Although we heartily encourage individuality in design, [newness for the sake of newness doesn’t always fly](https://www.smashbrand.com/articles/why-your-packaging-shouldnt-be-lost-in-translation/). This is why social media platforms are priceless; they can prevent you from following the footsteps of misguided designers. Even though you might have engineered the coolest package on the market, you might still have to get off your creativity horse and yield to popular demand. When highly followed vloggers declare that they prefer pump dispensers to squeeze bottles, want their favorite styler to be packaged in jars, or if the new package design for their favorite product has left them confused inconvenienced, LISTEN. Sometimes, innovation and practicality go hand in hand. ## Conclusion So, what have we learned today? We learned that two “Friends with Benefits” movies was a stupid idea. We learned that you don’t necessarily have to follow a trend, but branch out from it. We learned that sometimes just looking on a store shelf to see package commonalities isn’t enough to blueprint a new package design – we have to learn from the masses what those common packages lack and what they want changed. Finally, we learned that a dishearteningly large number of people film themselves washing their own hair and post it online, which can only be classified as a form of mental illness. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Packaging Design Guide: Package Less, Make More.](https://www.smashbrand.com/articles/package-less-make-more/) **Published:** April 16, 2014 **Author:** Kevin Smith **Content:** Everyone loves cute things, and cute things are, by in large, small (ha!). Teacup poodles, tapas and Vern Troyer have all entered the public’s hearts at one time or another, and small packaging is no different. While packaging design is largely about product protection and use, marketing is a huge factor, as we’re sure you know. Single people, people who are on the fence about an item and don’t want to commit to large sizes and people who are gung-ho about food portion control are all potential customers. The beauty is that breaking [an item down into manageable portions](https://www.smashbrand.com/articles/packaging-design-without-context-is-functionally-useless/) can help boost your revenue stream significantly since fractioned sizes never reflect the actual market value of the whole. The consumer does pay less for a smaller size than for the large, but that amount is nonetheless more than what the customer would pay simply buying the large size and dividing it into the desired segments. But who but the most frugal among us wants to do that? ## Food Packaging Single-serve portions are all the rage. 100-calorie packs; tiny Pepsi Minis and individually boxed meals have appeared on our grocery shelves in the past few years. Part of this is manufacturers yielding to the demands of a public with an expanding waist band, but there is also something sinister afoot. Reducing product volume is the most efficient method for increasing prices for processed food manufacturers. While we will definitely notice the price going up if we fork over more money at the register, we might not notice a slightly smaller bag of potato chips or a smaller box of seasoned rice. This is a highly common practice, [particular’y during economic downturns](https://www.nytimes.com/2011/03/29/business/29shrink.html?pagewanted=all), and companies never necessarily have to own up to the reduction in volume. ## Spinning the Reduction Product reduction’s beauty is that our current social and political climate has created marketing opportunities galore. We, as a nation, have become obese, arguably unconcerned about the environment and incredibly concerned about our diminishing funds. Small sizes can be spun in effective ways that can mute the fact that the cost-benefit isn’t the consumers’. Regarding smaller sizes for food items, calorie reduction is the biggest and most effective selling point. Even if the company does nothing to modify the product nutritionally, any food package with fewer items than it previously had will also have fewer calories. However, this reduction also typically means a reduction in packaging, something that is certainly [friendlier to the environment](https://www.smashbrand.com/articles/reduce-reuse-recycle-and-save/), and can also mean greater efficiency of use and longer shelf life once the product is purchased. Portability! Freshness! Fewer calories! More money! Hoorah! ## Cute Cosmetics Sizes There have always been travel sizes for shampoos, shaving creams, toothpaste and mouthwash, but there has been a recent trend for what are called “sample sizes.” Sample sizes wouldn’t really be sufficient even for a single use in many cases, but they are small, they are cute and they give the skittish customer exactly what he or she wants — the chance to see what the product can do. Sample-sized perfumes, conditioners, styling products, cosmetic creams and other grooming products are fantastic marketing opportunities for luxury items. When it comes to products designed to promote handsomeness and beauty, the public is divided into three categories – those who will never spend money on anything more than a bar of soap; those who leap towards every new product with both feet, and those who want to leap towards the product but need an extra push. Sample sizes provide the extra push. Another great thing about sample sizes? They aren’t free – so the smaller sizes provide a return even if the customer doesn’t graduate to the full size. Sweet! Small packaging design is a fruitful strategy when your product needs a boost and you don’t have the energy to engage in an entire company [rebrand](https://www.smashbrand.com/articles/rebranding/). The best things can come in small packages, which can yield big money. Heaven’s, we sound like mafia dons. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [B2B Branding - Our Agency's Two Minute Guide.](https://www.smashbrand.com/articles/b2b-branding-two-minute-guide/) **Published:** March 21, 2014 **Author:** Kevin Smith **Content:** Folks who spend much time talking about things you don’t really want to listen to are usually not your go-to pals for happy hour. In fact, if you’re anything like us you avoid them like the plague. Yet, a recent study from global management consulting firm McKinsey & Company found that most companies spend time and money creating a branding message far removed from what their clients care about. Companies in B2B markets may be tempted to think they’re spared some familiar struggles from the B2C world, namely the relentless fight to differentiate oneself, how to develop consumer trust, and how to drive sales through marketing efforts. However, the case can be made for branding mattering even more in the B2B realm than in businesses that ultimately cater to end-line consumers. Suppose you don’t want to be a B2B with a branding message akin to your mother in Des Moines who calls with the latest updates on your high school classmates (something we can safely assume you actually don’t want to hear about). In that case, you might want to pay closer attention to your branding message. This wisdom applies particularly when interacting with fellow companies in the crowded B2B marketplace. ## High School Classmate Update Messaging Regarding brand imaging, several popular (and thusly incredibly overdone) themes for B2Bs to include in their messaging were environmental impact and potential sustainability, social accountability and global scope. Though these are all honorable goals after which any long-minded company should chase, it turns out that talking about them to fellow businesses makes you sound like the adult on the other end of the phone in a Peanuts cartoon. Maybe it’s all that highfalutin honor and how those themes drip with do-gooder piety. Still, whatever the reason, it’s important to know that they are not particularly interesting or stimulating to your clients. Adjusting your branding message for the B2B market can make all the difference in how your company rides out inevitable shifts in financial markets, consumer preferences, and the global supply chain. Now that you know what types of thematic branding reads like the society pages of the Des Moines Register, let’s look at what actually impacts B2Bs. ## Messaging that Matters If you care about what your business clientele want to hear about, what you do, and what you can do for them, you might want to think about what most interests them regarding thematic branding messages. According to the McKinsey study, nobody talks about how well they manage their supply chains or why their specialized market knowledge sets them apart. That type of messaging sounds less like the teacher from Peanuts and more like Scarlett Johansson’s seductive and irresistible computer companion from the hit movie *Her* – other B2Bs can’t resist it. The McKinsey study also pointed out that almost all of the companies sampled didn’t mention one key theme identified as very important by consumers: honest, egalitarian communication between firms. Why isn’t anyone talking about this? I’d want to do business with a firm that discussed these themes in its branding message and then backed it up from initial contact to signing on the dotted line. Wouldn’t you? These days, B2B marketing messaging is really missing the boat. If companies want to avoid being like two ships passing at night, action is required to adjust and possibly reimagine messaging. Don’t anchor yourself to a losing strategy or think that marketing doesn’t matter because you’re not a B2C; marketing doesn’t matter. The view from the crow’s nest is crystal clear: paying attention to what your customers want to hear makes the difference between closing the deal and getting stuck in the B2B branding doldrums. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [How To Perform A "Performance-Focused" Brand Audit.](https://www.smashbrand.com/articles/brand-audit/) **Published:** May 2, 2023 **Author:** Jason Vaught **Content:** Whether working with a new-to-market brand or an existing company undergoing a [brand refresh](https://www.smashbrand.com/articles/brand-refresh/ "brand refresh"), an audit process is necessary for brand development. The brand audit provides valuable insights into the following: - The Brand - Target Audience - The Category - Channel Opportunities - Competitive Landscape A comprehensive brand audit often separates strong brands that dominate a category from mediocre ones that struggle to remain on the shelf. But how do you perform an audit so that it takes your brand to the next level? That’s exactly what we will unpack in this article. Let’s get started. ### What is a brand audit? A brand audit is a systematic and thorough evaluation of a company’s brand to understand better its current state, performance, and effectiveness in the market. Brand auditing involves assessing various aspects of the brand, including its identity, positioning, messaging, communication, customer experience, and overall perception among its target audience and stakeholders. Brand audits help companies identify strengths and weaknesses in their branding efforts. A comprehensive branding audit uncovers new growth opportunities and develops a [brand strategy roadmap](https://www.smashbrand.com/articles/cpg-marketing/) for improving and strengthening the brand’s overall performance and impact. We often find that the brand audit definition includes other aspects of [brand development](https://www.smashbrand.com/articles/brand-development/) that occur **before** the audit process. Let’s discuss those for a moment. ## Preparing for a Brand Audit Before you conduct a brand audit, you must ensure your efforts provide the insights you seek. In our **Path To Performance™** process, we first perform discovery and assessments that enable us to audit the brand effectively. ### Brand Discovery The [brand discovery](https://www.smashbrand.com/articles/brand-discovery/) process includes reviewing a company’s internal and external brand assets. Brand assets include social media content, marketing materials, existing reports, and previously acquired data. Collectively, we use this information to gain a deeper understanding of the brands: - **Brand Values:** The values essential for the brand to uphold as it grows in the market. - **Company Mission:** The “more important than the money” objective the company holds close to its hearts. - **Team Vision:** Where the team wants the brand to go and what they hope to achieve in the coming years. - **Target Audience:** The present-day customer persona most frequently engages with the brand. - **Competitive Landscape:** Identifying the company’s unique selling proposition, brand purpose, key messaging, and brand personality, laying the foundation for effective brand development. ### **Brand Assessment** Evaluating a company’s brand performance and identifying areas for improvement. A [brand assessment](https://www.smashbrand.com/articles/brand-assessment/) includes competitive assessments to: - Analyze the company’s position in the market. - Perform trend assessments to identify emerging opportunities. - Analyze its brand identity, messaging, and customer experience to ensure consistency and relevance. With these two steps completed, it’s time to determine the purpose and objectives of the brand audit. As a Brand development company, we must understand the brand’s expectations while bringing our ideas to the table before beginning brand audits. ## Conducting a Brand Audit Brand audits have three core areas that must be thoroughly analyzed. Collectively, they give insights into how to position a company precisely. For each branch of the brand audit, we are looking to identify the following: - Brand Identity - [Brand Positioning](https://www.smashbrand.com/articles/the-basics-of-brand-positioning/) - Brand Distinction - Brand Awareness - Brand Perception - [Brand Equity](https://www.smashbrand.com/articles/brand-equity/) - Brand Loyalty - [Brand Value](https://www.smashbrand.com/articles/creating-your-brand-value-proposition/) Keep these branding components in mind as you walk through each aspect of a brand audit. ### Competitive Audit A competitive assessment looks at the brand’s competitors and determines them collectively and isolatedly. The assessment thoroughly reviews the competitor brand’s packaging design, website, store placement, social media campaigns, and other marketing efforts. ### Sales Channel Audit A retail audit looks at the store itself to get insights on how to stand out. Looking at the existing and prospective sales channels is necessary to see the competitive landscape and how products are placed on the shelf. A sales channel audit ### Brand Design Audit A design audit looks at the packaging itself. It identifies what’s working and what isn’t. The Brand design audit identifies any distinctive assets a brand can use to reach the target audience in their particular category. A brand design audit includes all current brand elements to the forefront to see what is worth retaining as we introduce a new design to the target market. ## Analyzing the Results The next step in the brand audit checklist is to make sense of the audit. A brand management team or brand development firm will analyze the current brand’s strengths and where they see possibilities for improvement. A qualified brand manager or [brand strategy agency](https://www.smashbrand.com/strategy/) can take the results and find actionable insights for immediate brand improvement. However, before making any changes to the current brand, testing essential changes are necessary to protect or enhance brand perception. **Insight:** Prioritize the insights discovered in the branding audit putting what is most important upfront. The audit’s outcome may result in more insights than can be applied now. [](https://www.linkedin.com/company/smashbrand/) ## Developing a Brand Strategy After thoroughly reviewing the brand audit, the next step is creating your brand strategy. You will outline the efforts to improve the brand’s future performance here. The action plan will include the following steps. ### Setting Measurable Goals and Objectives While you might be eager to jump right into it and start making changes to the brand, it’s vital that you first create measurable goals and clear objectives. Many methods exist to set achievable goals, but most strategies include setting smart goals. Smart goals are specific, measurable, achievable, relevant, and time-bound outcomes. In the case of a brand audit, they must align with the brand’s mission, vision, and company values. Ensure the goals are clear, concise, and effectively communicated to your team. ### Identifying Specific Branding Strategies The brand audit has helped you understand the destination, but what is the best path for reaching it? Now is the time to outline the strategies you can use to achieve your brand goals. You must identify the strategy with the most significant impact and that you are most likely to execute successfully. Then it’s time to lean on your team, decides who will “own” these strategies, and be responsible for seeing them to fruition. ### Perform Brand Testing A forgotten step by many brands is to test each strategy to determine its impact on the brand. [CPG Brand testing](https://www.smashbrand.com/articles/brand-testing/) can include everything from the logo to the packaging design. While many brands understand the need for split testing their marketing efforts, only a small percentage perform testing as part of their branding strategy. --- [](https://www.smashbrand.com/development/)--- ### Establishing Performance Metrics The action plan must establish a clear timeline for monitoring the strategies put in place due to the brand audit. Establishing performance metrics keeps the team aligned with the goals and objectives previously set. Here are a few performance metrics a brand should measure. - **Marketing strategy:** Is our approach to marketing continuing to grow our external branding? - **Impact on target customers:** Are consumers recognizing our perceived brand value, and are we achieving greater customer loyalty? - **Consistency in brand voice**: From sales to social media, is the brand voice maintaining the same tone? Establishing performance metrics is one of the most underappreciated topics when someone asks how to do a brand audit. ## Monitoring the Brand Strategy Determining what we will track is important, but only if we actively and accurately monitor the action plan. Here’s how to do it right. ### Communicating the action plan When it comes to team communication, leave no stone unturned. While the janitorial department may not need to understand the improved brand direction, those outside your brand development team should. Everyone from the leadership team to customer service should understand what branding strategies are in place to grow the company. Start by communicating in a one-to-many format, shifting into company departments, and finally, as one-on-one discussions. ### Tracking Outcomes While brand testing can closely predict the impact of each change made in the audit, monitoring the changes over time is essential. Continuously gauging the success of these changes ensures the team upholds them and identifies small nuances that can better impact your optimized branding, marketing, and packaging strategy. Set a time to track these changes and assign the right team members to this task. ### Analyzing Brand Audit Reports Reporting on the results and impact of the brand audit is the final step in the process. It is vital to evaluate the effect of the brand audit against the objectives set at the beginning of the process. All decision-makers should meet to discuss the comprehensive reports highlighting the successes, challenges, and key takeaways. ### Preparing For Future Brand Audits Consumers change, channels change, and so does the market. To assume any aspect of a branding audit is permanent would be a big mistake. As a [CPG brand strategy agency](https://www.smashbrand.com/strategy/), it is our job to perform an audit concerning the category and economic changes, but nothing lasts forever. Recognizing this truth keeps your finger on the pulse. By maintaining awareness, you can acknowledge the need for another audit (a year or two) before any “what happened” events occur. ## Data-Driven Brand Development Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. ## The Only Agency To Guarantee A Retail Performance Lift. [](https://www.smashbrand.com/contact-us/) ## Frequently Asked Questions ### How Often Should A Brand Conduct An Audit? There is no fixed timeframe for conducting a brand audit, as it depends on factors such as industry changes, market trends, and company growth. However, we recommend companies conduct a branding audit every two to three years. But this may come sooner when there is a significant change in the company’s business model, target audience, or marketing strategies. Regular brand audits ensure that companies stay relevant and competitive in the marketplace and help them identify new growth opportunities and areas for improvement. ### What Is A Branding Audit? A branding audit is a comprehensive evaluation of a company’s brand to assess its current state, performance, and effectiveness in the market. A [branding agency](https://www.smashbrand.com/branding/) will audit various aspects of the company, such as its identity, positioning, messaging, communication, customer experience, and overall perception among its target audience and stakeholders. A branding audit aims to identify a brand’s strengths and weaknesses, uncover growth opportunities, and develop a brand strategy roadmap. ### What Is A Brand Voice Audit? A [brand voice audit](https://www.smashbrand.com/articles/how-to-create-a-unique-brand-voice-that-stands-out/) evaluates a company’s brand messaging to ensure consistency and effectiveness across all communication channels. It involves analyzing various aspects of the brand’s voice, such as tone, language, style, and messaging, to ensure they align with its values, personality, and target audience. A brand voice audit aims to strengthen its messaging, improve its communication strategy, and enhance the customer experience. ### What is a Brand Audit Template? A brand audit template is a structured document that provides a framework for conducting a brand audit. It typically includes questions, criteria, and metrics to evaluate various aspects of the brand and helps ensure the audit process is comprehensive, consistent, and objective. **Categories:** More --- ### [Brand Testing For FMCG and CPG Brands.](https://www.smashbrand.com/articles/brand-testing/) **Published:** April 7, 2023 **Author:** Jason Vaught **Content:** What does your [go-to-market strategy](https://www.smashbrand.com/articles/go-to-market-strategy/) look like? Does it include a round table of experts tossing out ideas on how to brand and message your product? Have you compiled extensive [market research](https://www.smashbrand.com/articles/understanding-cpg-market-research/) to understand your consumer better? What about brand testing? Have you worked through focus groups and consumer panels to meet the consumer’s “current” needs? Even if you said yes to all three, there’s a good chance your brand strategy is falling short and is likely a result of insufficient brand testing. Inadequate testing can have disastrous consequences for an [FMCG or CPG](https://www.smashbrand.com/articles/cpg-vs-fmcg/) brand. A few examples include the following: - Unnecessarily high customer acquisition costs through multiple marketing mediums. - Delisting as a result of mediocre performance or inadequate same-store sales growth. - Disappointing launch results for product variations and branded line extensions. Brand testing is a must to succeed in any worthwhile retail channel (even DTC). So in this article, we will discuss brand testing from the SmashBrand perspective, which means we are talking to consumer packaged goods brands. Namely, we will unpack the meaning of brand testing and our methodology for including it as a part of a [brand strategy](https://www.smashbrand.com/articles/cpg-brand-strategies/). Here’s what you will learn: - What brand testing really means to a CPG company. - The fundamental brand tests that must happen before going to market. - How to conduct CPG brand testing during product development. - Common brand testing mistakes. At the end of this article, you will be competent in the brand testing language and understand what is required to compete with fast-moving consumer products. ## What is Brand Testing? Brand testing (which proceeds the process of market-research-based strategy) exists during the evaluation process, where you determine the impact of a brand through qualitative and, most importantly, quantitative research. A brand test includes testing each visual element of the brand, including the theme, logo, packaging, design, and messaging. Essentially, any repeatable aspect of a brand that consumers will experience. Brand testing results in a refined and improved presentation that provides actionable insights permitting brands to optimize for online and shelf performance and helping to enhance brand identity, customer loyalty, purchase intent, and, ultimately, revenue growth. A brand test can occur during new product development, a [rebrand](https://www.smashbrand.com/articles/rebranding/), or a packaging refresh. ## Fundamental Forms of Brand Testing Testing occurs in many shapes and sizes. However, there are fundamental tests that every brand must go through to create a go-to-market-ready finished product. Here are the main tests that occur during the brand innovation process. ### Brand Identity Testing If you are new to the market brand, this isn’t a critical test, but you need to be aware of it anyways. A brand identity test evaluates each branding element for many of the popular CPG terms. A short list includes: - [Brand recall](https://www.smashbrand.com/articles/the-importance-of-cpg-brand-recall/) - Brand personality - Brand resonance - [Brand positioning](https://www.smashbrand.com/articles/the-basics-of-brand-positioning/) - [Brand equity](https://www.smashbrand.com/articles/brand-equity/) Optimization and consistency are the keys to optimizing each brand identity element. Replicating your brand theme by matching your messaging and visuals within your marketing efforts and product presentations is critical to long-term growth. It’s how you go from brand awareness, where people see your brand, to genuinely remembering your brand. Consistency is a vital element of nurturing a strong brand identity. Suppose consumers have past experiences with your brand through marketing or purchases. In that case, they should easily recognize a brand name and its assets across all touchpoints, including packaging, advertising, and social media. Testing the consistency of branding elements involves evaluating whether brand messaging, designs, and other elements are aligned across all channels and memorable for existing customers. ### **Brand Perception Testing** Perception is less about awareness and more about what consumers feel and understand about your brand. Brand perception testing is a necessary part of brand testing. Perception tests evaluate how consumers perceive a brand. The process traditionally involves a focus group (hopefully narrowed down to your target audience) where they analyze the audience’s demographics, psychographics, and behaviors towards a brand. In the best-case scenario, brand perception testing removes subjectivity and tests for the customer’s response rather than words. Brand perception testing looks for logical but also emotional responses. A brand that taps into the emotions of its target audience will do a better job of leaving a lasting memory in the consumer’s mind. Conducting brand perception tests provides CPG brands valuable insights into how customers perceive a brand. Sometimes this is hard to swallow as the customer’s perspective may need to align with the company’s efforts. That’s precisely why this test is critical to brand performance. ### **Competitive Perception Testing** Brand perception in an isolated environment, but your product rarely sits on a shelf without competition. That’s why competitive perception tests are essential. Traditionally perception testing involves a focus group or survey where participants analyze the brand against its competition. In this test, you are looking to discover the brand’s strengths and weaknesses and how perceptions change with the presence of other brands. Much of competitive perception is qualitative unless it is specific product testing. ### **Brand Message Testing** Messaging has the most significant potential to elicit an emotional response. Brand message testing determines what tone of voice and words have the most significant impact on consumers. Message tests help to unify the message a brand speaks across all mediums, ensuring that all branding and marketing efforts have optimal performance. At SmashBrand, we believe so heavily in message testing that we created Pack Words™to measure the efficacy of communication directions, [identify the most critical purchase drivers](https://www.smashbrand.com/articles/product-messaging-that-drives-conversions/), and create a messaging hierarchy from most to least important. Pack Words™ helps brands understand when a purchase driver should and should not be used based on the amount of textual space available. ### **Gut Check Testing** Another SmashBrand exclusive test is gut check testing which measures immediate consumer behavior. We evaluate a consumer’s response during the initial 1-3 seconds they see your packaging. By measuring the rapid, automatic response of the brain, businesses can gain insight into how customers react to various concepts, helping to narrow the scope of what will be most impactful for the brand. ### **Concept Testing** Concept testing is a necessary process that involves submitting multiple concepts to a panel of consumers for evaluation. [Concept testing](https://www.smashbrand.com/articles/concept-testing/) aims to diagnose which designs or messages are the most effective and resonate with customers. By conducting concept testing, businesses can narrow their design concepts to the top performers, which can help them create more effective branding and messaging strategies. Concept testing enhances customer engagement, improves brand perception, and optimal revenue growth. Unfortunately, it’s still insufficient to compete against rapidly growing newcomers or decades-old national brands. In this scenario, you need purchase intent testing. ### **Purchase Intent Testing** Purchase intent testing is a predictive consumer preference assessment where you score purchase intention for your brand against competing products to determine your performance ability. Our PREformance™ [purchase intent test for packaging designs](https://www.smashbrand.com/articles/understanding-packaging-design-testing/) puts consumers in a simulated buying experience where your product goes head-to-head against category competitors to determine how each element stands out and the level of clarity in the messaging. ## The Right Way To Conduct Brand Testing The first and most important is to use a brand testing agency with a strong reputation. An expert in brand and product testing will understand the below best practices. **Testing prioritization:** Brands must follow a specific process for consumer testing. We call it the path to performance, walking brands through a strategically designed testing process where they improve efficiency, and ensure our last concepts are the best possible candidates for final consideration. **Audience size:** Testing with a large enough sample size ensures a small group of consumers does not mislead you. In our testing process, we use large consumer audiences specifically picked to mirror your buyer persona. **Testing efficiency:** Asking the right questions in the proper order and at the right time ensures nothing gets missed during the testing process. Whether it’s from distraction or fatigue, brand testing with consumers must be performed in a way that is efficient and accurate. **Iteration:** In most cases, the first test will not be the last. Iteration is a critical aspect of the testing process, and it’s a strong reason why we are so confident in our agency’s ability to guarantee a performance lift for our clients. ### **Benefits of Brand Testing** Here’s a look at “some” of the benefits of brand testing. - Brand testing ensures that targeted consumers will positively perceive the brand, whether it’s a first look or a repeat purchase. - Brand testing for optimized design and messaging facilitates greater brand trust and customer loyalty. - Brand testing opens new opportunities with retailers as you can present market data to support your product’s hype. - Brand testing ensures you have positioning consumers do not consider white noise amongst the competitor set, securing your position on-shelf and preventing the disastrous delisting many brands face. - Brand testing benefits go beyond branding and lower the customer acquisition costs of your marketing campaign. - When you lead with brand testing, you can make informed decisions as your business grows. ## Common Brand Testing Mistakes to Avoid 1. Always have clearly defined objectives when you perform brand testing. Otherwise, you may end up with wasteful data that isn’t as relevant to your brand as it should be. That’s why strategy is at the forefront of all our testing. Our team of CPG experts eliminates the possibility of loosely held objectives and gets targeted to specific outcomes for our clients. 2. Choosing a [brand development](https://www.smashbrand.com/articles/brand-development/) agency that performs testing based on its price is another common mistake. 3. Suppose you are unable to allocate the financial resources for well-designed testing. In that case, you are better off growing organically as a [local or regional brand](https://www.campaignlive.com/article/challenges-taking-regional-brand-national/1152873) until you have the capital to support the effort. 4. Ignoring test results is another no-no when investing in brand testing. It’s easy to let subjectivity creep back into the picture, where your emotions get the best of you. Stick to the data-driven process, and you will win every time. Take the data you receive and immediately implement it as a part of your S.O.P. for all branding and marketing efforts. Ensure your team is clear about the meaning of the test results, and be strategic with your actions based on the information you receive. ## Data-Driven Brand Development Agency Want a best-selling brand? SmashBrand is a brand development agency for CPG brands looking for a performance lift in retail. From brand strategy to packaging design, we can help you strengthen your position, increase shelf performance and capture market share. **Categories:** Testing --- ### [Leadership: Play Nice with Others, and Don't Be a Diva.](https://www.smashbrand.com/articles/play-nice-with-others-and-dont-be-a-diva/) **Published:** March 17, 2014 **Author:** Kevin Smith **Content:** One of the major benefits to working as a creative independent contractor is the ability to work autonomously. You don’t necessarily have to consult a team; you don’t have to crawl to your boss for approval for every little decision — you are your own master. You rule. Until, of course, a client hires you, at which point you are a sniveling nobody who has to yield to his overlord’s slightest whim, day or night. If he or she demands you wear a tutu to your presentation, you do it. You listen and obey. This also holds true if you work at a large — or even middling — design firm. If you’re the junior guy, your input means precious little. The designers hired five minutes before you look on you as a threat, and will likely covertly report on your abilities and even your hygiene to your superiors, while taking careful note of every design concept you conceive. Prepare to have your ideas stolen, buddy! We’re kidding, of course — it’s not that bad (mostly). But we do want to illustrate the importance of working as a part of a committee, which, while occasionally galling, is entirely necessary until you reach such heights within a packaging design firm that you can’t even see the little peons underneath you. Of course, in order to behave like a lordly master, you have to actually be a lord and master. The problem for many novices is that they confuse grandiosity for confidence. Maybe this was because their parents taught them to have self-esteem; perhaps they’re basing their personalities on an article they read in “Maxim.” Whatever the reason, it’s obnoxious and it has to stop. If this describes you, you’re putting your career in jeopardy. ## Swallow Your Indignation Occasionally, your brilliant idea will be vetoed in favor of a truly terrible concept. If you are wholly convinced that the idea that is getting the green light is unworkable and will only bring a huge amount of pain and vexation to everyone involved, trust us — there is a right way to handle it. **The right way**: Outline your argument in a heavily researched, fact-based manner. Present your idea in person to your immediate superior and in email (so that there is an electronic paper trail if your advice is ignored and you were ultimately proved right). Give your reasons dispassionately and personably. Listen to his response; if it is a negative, you take it as the final word, and get to work making the horrible idea a reality. **The wrong way**: Whine about how stupid the idea is to your colleagues. Send numerous and easily traceable instant messages to this effect. Act peevish and snarky during the initial development. Make sure to roll your eyes at least once every five minutes in the presence of your team. Do little things to sabotage the progress of the project. Do everything in your power to suck both inspiration and motivation from every room you enter. Never for a moment disguise your bitterness. ## Temper Your Input There is a certain amount of finesse to communications in a professional environment. Many people in a team leadership position within a project use their [fluency in corporate jargon](https://www.smashbrand.com/articles/student-tips-how-to-talk-to-your-b2b-clients/) to illustrate their expertise. Others want to convey an image of proficiency through their attitude. Once again, there is a right and wrong way to accomplish this. **The right way**: Make sure you’re always prepared as far as possible. Don’t pretend you know anything you don’t. If someone asks for advice or assistance, respond in a direct and pleasant fashion, leaving no room for misinterpretation. Try to appear emotionally relaxed even in crisis circumstances. If necessary, convey urgency through direct language and action, rather than exasperation or rage. Try to have a sense of humor. Treat poor performers with compassion, but be brisk and specific when relieving them of their duties. **The wrong way**: Make sure your entire team dreads your direct participation and lives only to work outside of your physical presence. Never conceal your fear, anger, or despair for even the briefest moments. Make sure your memos are long and convoluted. If you don’t know the answer, talk; eventually, your team member will think you must have addressed his issue and will walk away, confused and saddened. If you are asked to proof a document or a draft, point to items within the document randomly and ask in a petulant voice, “Is this what you *wanted* to say? Are you *sure?* You don’t think you might have, I don’t know, *missed* something?” Keep on in this vein until the team member starts weeping openly. Maintaining a pleasant work environment fosters creativity and makes people want to work with you, which is your professional goal. When you’ve reached your goal and achieved the pinnacle of success, you don’t have to work with anyone ever again, and will be able to drink martinis at 9 a.m. and toss peanut shells at the heads of your subordinates. You’ve earned it! ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development firm](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [How To Make Your Brand Human Again.](https://www.smashbrand.com/articles/making-your-brand-human-again/) **Published:** January 30, 2017 **Author:** Kevin Smith **Content:** ***Your brand’s culture is what makes it unique, but is it human enough? Can making it more human bring more appeal? We look into the realities of brand marketing and how they affect your target market.*** Brand marketing is evolving. In the past, corporate moguls measured success by how standardized and cheaply they could get products into our hands. They demanded a streamlined process, logical flow charts, customer service scripts, and automated responses that were designed to maximize efficiency and save on the bottom line. That mindset was well and good for the ticker tape watchers on Wall Street, but the marketing world of today is a different story. These days, consumers rightfully ask for more from their businesses, and those unwilling to adapt may find themselves left behind. ## A New Order We live in an age of consumer options. Online shopping overlords such as Amazon and Ebay streamline this process. With the power of the Internet, consumers no longer have silly limitations—such as being on the other side of the globe—when purchasing products. We can get what we want, from wherever we want, and cheaper than ever before. With all of the options in the world available to us, how could we possibly decide on one brand over another? The marketing game is at the mercy of a new world order: [customer loyalty](https://www.forbes.com/sites/micahsolomon/2014/05/12/loyal/)! With competitive pricing and global delivery options, many brands can’t match the savings provided by their competitors. The hidden X factor that allows brands to set themselves apart and compete on a global level is to create a brand culture with which their customers identify. We don’t want to simply interact with a faceless business and purchase a product; we want to engage with a company with which we feel a connection. This is a tall order for those of us who shop online, to be sure. While it’s easier said than done, it’s up to the brands to market to us and prove why one is preferable to another. ## Creating Brand Culture So, with this in mind, how do brands shake off the traditional business models and make the switch to something more consumer friendly? The answer may lie in the twin marketing pillars of brand culture and customer loyalty. [Brand culture](https://www.smashbrand.com/articles/branding-tips/) comprises all of the features that make a brand unique. This is also known as the “personality” of the company; it’s an experience offered by the brand that is relatable to people and the human experience. This humanization of a brand is what gives consumers an emotional connection to a brand and involves them beyond the basic transaction. The casual dining chain Chipotle has this down to a T: it publicly pledges its commitment to organic, free-range products; it provides information on the history of its company and how it began; and it encourages consumer engagement by providing customer-submitted stories on take-out bags. All of these factors go into creating a strong brand culture. Without advertising its products or trying to make a sale, it invites its consumers to learn about the business and engage on multiple levels. This creates a dialogue that customers can enjoy and benefit from and certainly brings more traffic to the business. This is the essence of brand culture: creation of an [identity](https://www.smashbrand.com/articles/10-rules-for-creating-a-rock-solid-brand-identity/) that makes a brand unique and gives consumers a reason to choose it over its competitors. This identity is essential if you want your customers to view your brand as more than a faceless entity; you have to let them know who you are and what you stand for. ## Building Loyalty Loyalty to a brand is a powerful tool for marketing a product. For consumers, loyalty means driving to a grocery store that’s farther away because it carries the products that other brands can’t match. It can be the difference between consumers who merely enjoy a product and consumers who refuse to do without it. Anyone who remembers the backlash after the fateful release of [New Coke](http://adage.com/article/adages/coke-marketing-s-biggest-blunders-turns-25/143470/) needs no further explanation about the importance of customer loyalty to a product. Strong identification with a brand’s culture can be a big factor in building loyalty. A brand that provides a quality product along with customer engagement may find that it has created fearless evangelists who rave about products to their friends and show off the products on social media. Brand loyalty is all about consumers who advertise *for* you; it’s music to the ears of any marketing consultant. Brand identity and customer loyalty are two critical aspects needed to humanize your brand. It’s all about building connections with your consumers and letting them know you’re interested in their well-being and not just what’s in their wallets. **Categories:** Strategy --- ### [SmashBrand Featured on the Cover of Packaging Design Magazine.](https://www.smashbrand.com/articles/smashbrand-featured-on-the-cover-of-packaging-design-magazine/) **Published:** April 8, 2013 **Author:** Kevin Smith **Content:** As a [packaging design agency](https://www.smashbrand.com/) it is always a great honor to be featured on a magazine and this one is even more special. We were fortunate enough to be on the cover of Asia’s leading packaging design magazine. Several months ago we were asked to provide a 16-page feature on SmashBrand for the May issue of Packaging Design Magazine. After submitting, they told us our Formula Water design would be featured on their cover. Why is this such a great opportunity, and why should other design firms care? Because, China is one of the fastest growing markets for board, plastic and paper based packaging. Asia’s share of the market is set to rise from 34% to 36%, with strong growth in China – overtaking Japan to become the second largest market with sales of $38 billion by 2013. This is a massive shift in the global economy and shows that Asia is a viable market for creative professionals.\\\] The one thing we have found as a design firm is that good creative talent and good packaging designers are hard to find. Anyone who has tried to find great designers knows this. You really do get what you pay for in most instances. We expect, as the market for quality packaging grows in Asia so will their interest in [North American](https://en.wikipedia.org/wiki/North_America) based design firms. Success in any industry has a lot to do with finding a niche or a gap in the market and doing everything you can to service it. I’ve personally started and grown several multi-million dollar companies, brands and e-commerce sites. I’ve always started out trying to service that niche with outstanding products and amazing service. SmashBrand is the packaging design niche. We have big firm talent and better service for a mid level price. We are not cheap, but when compared to big firms we seem like one hell of a deal for what you get. That’s our difference. Right now I see Asia as a wide open marketing that no one is thinking about. There is a billion dollar market that needs talent that most creative are ignoring…..I’ll be hiring a account manager that speaks fluent Chinese, what about you? ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Why the Hard Work Is Worth It.](https://www.smashbrand.com/articles/why-the-hard-work-is-worth-it/) **Published:** April 25, 2013 **Author:** Kevin Smith **Content:** It is commonly known that everyone who owns their business leads a life of leisure and extreme luxury. Yessiree, when you’re your own boss, you can take three-hour lunches where multiple martinis are consumed; you delegate the dullest tasks to hapless underlings and, at the end of the fiscal year, reap all of the rich, sweet profits. If only. Starting your own business is treacherous, ulcer-inducing, back-breaking work, where you not only spend every waking hour thinking about the minutiae of licensing, certification, permits, suppliers, tax laws, market research, fulfillment services, subcontractors and thousands of other mind-numbing but necessary details, but you’ll also discover that these particulars also occupy all of your dreams. Please notice that we haven’t even mentioned all of the time and energy you’ll have to dedicate to your actual product or service development. Well, there has to be some benefit to being your own boss, hasn’t there? Of course! After you’ve spent months and even years devoting your life and sacrificing your relationships to your dreams of career independence, you’ll have a thriving and bustling company of your very own that is still not generating anywhere near enough revenue to even begin to pay off all of the mercenary loans. Ha, ha! Only kidding again! (Not really) Hey! Aren’t we supposed to be telling you that all of the blood, sweat, tears, fits of blinding rage and stress-induced seizures are worth it in the long run? Yes, that is what we’re supposed to be telling you. And yes, it is totally worth it. Nonetheless, before you reach the apex of professional accomplishment, here are the qualities you’ll have to have, and the hurdles you’ll have to overcome. We have started, made profitable and sold multiple companies and these are a must in our opinion. ## **Drive like a freight train.** Some of us have a natural go get ‘em, all-in, never quit, I’ll-sleep-when-I’m-dead disposition, and that’s enviable and irreplaceable. However, even if you don’t have an innate, laser-sharp focus and drive, you must still possess and uncompromising belief in yourself and your ideas. Clearly, you have to have brains and capitol to realize your entrepreneurial dreams. However, think about every mogul you’ve ever heard of. We’re willing to bet that almost every one of them had an almost sociopathic trust in the superiority of their abilities. We’re not talking about confidence in their product or service; we’re talking about a fundamental certainty that they have all of the answers and that they can do anything better than literally anyone else. Moreover, they believe that success is their indestructible birthright. Sounds insane, doesn’t it? It is, to an extent. To the rest of the mild-mannered population, it seems not only irrational to never yield to roadblocks in progress or to anyone else’s opinion, it actually seems quite exhausting. Nevertheless, that level of conviction is necessary to the success of any new company, product or service. We’re not suggesting that you behave like an autocratic tornado, muscling everyone out of your way and doing everything yourself, but you have to know what the best procedures are and who can best help you to achieve them. Most importantly, never waver because you aren’t certain about something. If you aren’t certain, find out. Listen to your gut and your data, then make decisions and stand by them. ## **Work, work and more glorious work!** There is no getting around the amount of work you’ll have to do. It’s unyielding, often discouraging and quite frustrating. It frequently involves the very worst parts of being a cog in the 9-5 machine, but there is no one to whom you can complain or commiserate since you’re doing it all for yourself. And yet you must go on, because the stakes are higher. You might want to take a break, give yourself a little reward for accomplishing some tedious task or allow yourself to sleep in tomorrow, but take your goal into consideration before you decide to slacken your pace. Even though you think you might need a bit of emotional comfort in order to proceed with your journey, how much more comfortable will you be in if you met your objective on time or even \[cue celestial choir\] early? Once the mountain is scaled and your business is fully operational, there is nothing better than being at the helm of a company in which you not only have tremendous pride, but is all yours. If you’re a designer, you’ll have the satisfaction of seeing your work on billboards, store shelves, [in trade magazines](https://www.smashbrand.com/articles/smashbrand-featured-on-the-cover-of-packaging-design-magazine/), television and little banners at the bottom of the screen on YouTube videos. Hey, perhaps one day your work will even be displayed in [MOMA](https://www.moma.org/) or some other bastion of contemporary culture! That’s what we’re working towards, even if it means merely stapling one of our posters on a gallery wall and being immediately chased out by security. Mission accomplished. Work hard and it’s yours. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a brand development agency for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [How Consumers Research and Buy Products](https://www.smashbrand.com/articles/how-consumers-research-and-buy-products/) **Published:** May 14, 2019 **Author:** Michael Keplinger **Content:** For years, consumers bought products the same way. They’d see ads on TV, magazines, or radio, they’d go to a brick-and-mortar store, and after a quick evaluation of shelf appeal and packaging (and some prodding by a salesperson), they’d purchase. It was a simple enough system—until the internet came along. When that happened, consumers became empowered like never before. They could go beyond the ads they saw to look up information online, read reviews of various companies, and receive detailed evaluations of each product before committing. Things expanded even farther with the rise of companies like Amazon that practically revolutionized the digital shopping paradigm. These days, consumers buy products in an entirely different way than in years past, and brands need to be aware of how these distinctions influence each customer’s shopping behaviors. ## The Basic Research Framework When customers shop, they perform research on products in a process known as the buyer’s journey: an evaluative framework used by marketers that indicates where a customer may be in the purchasing process. The typical buyer’s journey in inbound marketing has three phases: 1. Awareness 2. Consideration 3. Decision For example, consider a customer who’s looking for a new laptop. In the *awareness* stage, she’ll consider why she needs a new laptop and what must-have features she’ll need to meet her goals. She’ll use this information to enter the *consideration* stage, where she’ll review different brands and assess her options in more detail. When she has enough information, she moves to *decision*: the final point of purchase. This is a well-accepted framework for how customers shop in the digital era, but in truth, the digital world moves fast—and the basic buyer’s journey framework is already a bit dated. To really [get a grip on how consumers shop](https://www.smashbrand.com/articles/understanding-cpg-market-research/), we need to go deeper. ## Going Beyond the Buyer’s Journey The buyer’s journey is a fine framework—but it doesn’t take into account how modern users shop. A key supposition in the buyer’s journey is that customers follow a linear path from awareness to decision; they learn about their problem, they find solutions, narrow down their options, and commit to best one. Right? Not necessarily. Just think about the last big purchase you made. Did you have a linear process of doing research, finding brands, and then buying? Probably not. Most people fluctuate back and forth between these phases. We do initial research and find brands that can meet our needs—but as we interact with brands, we learn more details that reframe our current problem and our perspective on solutions. Thus, we take a step back in the “journey” to restart our research with new details in hand. This is common to just about every buyer who does his due diligence before purchasing. And with that in mind, a new view of the typical buyer’s journey is developing. It looks something like this: *Initial Consideration <-> Active Evaluation <-> Decision/Purchase <-> Post-Purchase Delight* Customers go back and forth, switching between stages and doing research as needed. This push is driven by technology and how many touchpoints are available to prospective customers. Gone are the days where they would rely on only word-of-mouth and shelf appeal to decide. Today, consumers can read online content, live chat with support agents, download product demos, and leverage information to inform their decisions. ## Branding and the Purchasing Process Given how fluid the modern purchasing process is, brands need to take new approaches to customer outreach that provide them the information they need, when they need it. Of course, old-fashioned marketing tactics still apply. It’s still worthwhile to invest in traditional advertising, if for no other reason than to create brand awareness in your market’s minds. [Consumers form brand impressions](https://www.smashbrand.com/articles/packaging-design-and-the-emotional-purchase/) from all kinds of sources: ads, word-of-mouth, current events, and past experiences. Much of this messaging fades into the background, but as this info is internalized, it helps them to form initial impressions of your brand. For example, a laptop buyer may begin her evaluation by looking up the brands she knows best: Dell, Macintosh, HP, and so on. And while she may eventually find that a different brand, such as Lenovo, better meets her needs, the equity that Dell and HP built through their marketing allowed them to get their foot in the door before anyone else. But regardless of who gets there first, it’s a cohesive branding strategy across all stages of the research process that really drives sales. Companies need to have informational resources available on-site to give customers information. They need easy-to-access support resources that customers can use to continue through the funnel. And of course, they need to maximize the visual appeal of their product design—whether online or in brick-and-mortar stores—to help their products stand out from the competition. ## Consumer Research Is More Complicated Than Ever In short, brands can’t get away with basic marketing anymore. The consumer product research process has become too complex. Rather than focusing on funneling consumers down a linear path, they need to work on building out their brand messaging assets to meet consumers where they live. Look at it another way. The buying process used to be a one-way street: marketers shouting down at customers. These days, it’s a conversation. Consumers don’t want to be sold to. They want to gather data and make their own decisions without feeling constrained in their choices. **Categories:** Strategy --- ### [Defining Your Brand Strategy.](https://www.smashbrand.com/articles/defining-your-brand-strategy/) **Published:** October 18, 2021 **Author:** Kevin Smith **Content:** Creating a brand is more than picking a cool logo, tagline, and complementary colors for your packaging, website, and marketing touchpoints. Especially as more consumers are viewing brands as entities responsible for ethos and behaviors, you want your brand strategy to communicate vision, goals, culture, and operational behaviors that align with your target audience. To do this, dig deep to understand the driving factors behind your business and what matters most to your customers. ## **Branding Redefined** The concept of branding has evolved. Once upon a time, it was all about slogans, imagery, and cool marketing campaigns. Nowadays, people are curious about your corporate social responsibility (CSR) and how you improve society rather than profit from it. Business owners must be[ thoughtful and intentional with any messaging](https://www.smashbrand.com/articles/8-brand-strategies-for-retail-and-online-growth/) they release. In short, you need to tell a story. Before you create a marketing campaign, build a cohesive understanding of your business, its goals, and how they can support the values important to your customers. ## **The Power of Storytelling** Brands aren’t people. But to create an effective [brand development strategy](https://www.smashbrand.com/articles/brand-development-strategy/), you must treat your business as a living, breathing representation of the market share you want to capture. There must be a natural overlap between the core tenets of your business and the values your target market prioritizes. Identify this sweet spot to discover natural marketing segues to help grow your market share. This can sound tricky, but who are you trying to appeal to with your business? And why should they pick you over your competitors? For example, if you own an emerging better-for-you deli meat brand, no matter how ethical your sourcing is, you won’t appeal to vegans or vegetarians. Conversely, if you know that a sizable segment of your consumer base will buy only nitrate-free deli meats that are uncured and produced in small batches from independently-owned farms—and this describes your business—then here’s a story to tell! ## **Understand Your Customer** You need to know your audience before you furiously type backstories and hound reporters for press features. This is called developing psychographics, and it provides a brief overview of your ideal and actual customers and the unique problems you are positioned to solve. Note that having multiple buying psychographics for a brand is completely normal. For example, you can have die-hard fans who will only shop for your brand because they love it so much. These are brand loyalists. But you might also have a healthy segment of brand-agnostic shoppers more focused on a good deal. They might be customers who return when conditions are optimal (a sale or promotional code) but might not be a segment you can rely on to be brand evangelists who drive more buyers to your business. And don’t be afraid to create negative buyer personas—individuals who would *not* be ideal consumers for your brand. Identify this niche so you don’t waste time chasing people who will never convert into customers. Key aspects to consider when building out a buying persona are: - Demographics: age, marital status, children, and gender - Household Income: Where within the economic strata do they fall? - Behavioral preferences: Do they have sensitivities, or will they shop only for all-natural brands/small businesses/ female and/or minority-owned businesses? - Previous purchases - Potential competitors that may also occupy similar space ## **Evoking Emotion to Elicit a Response** In the above deli meat scenario, your branding should highlight the major attributes most relevant to your key buying personas. Your brand shouldn’t focus solely on the products but on the process used to create them since that resonates more with your audience. Outline how your business relates to your target audience and weave a relatable (and true) backstory. This will give customers a reason to care. Let them know that their money is well spent when they support your business. This will build trust. To create messaging that resonates, ask yourself a few questions regarding your business and how you believe your customers perceive you. Start with the following questions: - What problem(s) am I solving? - Who is the ideal customer? - Who is my competition? - Why should customers trust me? - How do customers feel when they see or hear about my brand? - What is my brand story? ## **Put it into Action** Once you’ve identified your brand story’s buyer personas and key facets, consistently release this message throughout all formal communications. This includes press releases or “Who We Are” pages on your website, social media updates, and messages on marketing materials like packaging and brochures. This ensures you don’t fall into the trap of “course correcting” or pivoting to play catch-up with competitors. When you know your audience and what triggers their spending habits, you can create better, more effective marketing campaigns. While your campaign storyboards might be tweaked slightly to maintain relevance, the core message will remain consistent with what your target audience has come to expect from you. ## **Brand Strategies Support Accountability** One of the best reasons to develop a well-thought-out [CPG brand strategy](https://www.smashbrand.com/articles/cpg-brand-strategies/) is that it forces business owners and marketing teams to be accountable. When you know what’s important to your target audience, you have few excuses for deviating from the primary path. Likewise, when you [pivot a brand](https://www.smashbrand.com/articles/pivot-strategy/), you can judge how well those changes perform against the previous messaging. This allows you to incorporate successful updates or confirm that the previous messaging is best. ## **Planning for Success** Building a smart brand strategy that converts casual observers into brand loyalists takes time and intention. This doesn’t happen in a vacuum. You need a clear understanding of your brand and the customer segment you’re leveraging. Learn how to tap into that potential but know that this requires time and experience—which is where SmashBrand can help you excel. Along with designing and printing packaging, we have a full-service branding agency that can bring your brand story to life, identify buyer psychographics, and competitive white space, and create a brand that sells itself. **Categories:** Strategy --- ### [How To Stand Out With Hang Tag Packaging.](https://www.smashbrand.com/articles/hang-tag-packaging/) **Published:** May 2, 2022 **Author:** Jason Vaught **Excerpt:** Most brands treat hang tag packaging as an afterthought. Retail doesn’t. In a split-second decision window, that small piece of real estate can clarify value—or create doubt. Done right, it reinforces positioning and drives conversion. Done wrong, it’s wasted space. The difference comes down to one thing… **Content:** In the world of business and selling, there’s a tiny but super important thing called a hang tag. These tags might look small, but they’re like superheroes for brands and products. Their impact on brand exposure and product recognition is immense. They are powerful tools that speak volumes about your brand. Tags are like attention magnets in a sea of products. Their vibrant colors, unique designs, and essential information make them stand out, catching the eye of potential customers. Aside from that, they’re informative and assist buyers in making informed decisions, detailing crucial product details while reflecting your brand’s identity. ## What Custom Hang Tags Can Do? Small but mighty, hang tags do a lot for your brand and products. They play a huge role, from telling stories to giving info and catching people’s interest. Using creative designs and ideas can also make your brand stand out and be remembered by everyone. Despite their size, these little tags have the power to make a big difference in the way people perceive your brand and products. ## Cost-Effective Branding You might have seen [**price tags**](https://www.tagsnlabels.com/product/tags/price-tags/) like shining stars that stand out, helping the brand catch customers’ eyes, dangling from clothes, or stuck onto things you buy. However, they aren’t just for looks; they are like a tiny marketing tool for your brand. They feature your brand’s logo, colors, and designs. Doing so makes it easy for people to remember your brand when they see these tags. As a result, it will leave a long-lasting impression on customers’ minds, leading to an increase in business awareness and recognition. ## How Custom Hang Tags Work Their Magic ### Standing Out In The Crowd In a store filled with tons of things, getting noticed is tough. These tags are like stars that stand out, enabling the brand to catch customers’ eyes. For example, if you use a mason jar for your food packaging, having a hang tag design that uses bright colors, fun shapes, or eye-catching designs to make them grab attention. ### Helping People Choose As you are aware, these tags are crammed with information about the product and brand. People are typically confused by the wealth of information at their disposal. Basically, they are there to help you make a decision—They provide details on a product’s dimensions, cost, care instructions, and composition. Customers can make better decisions about what to buy and get the most out of the product by having this information readily available. ### Making Brands Memorable There is no substitute for consistency. Having similar hang tags on different products helps people recognize your brand quickly. This way, you can strengthen your brand, whether it’s a unique color, a specific font, or a logo. As a result, customers will be able to remember your brand more efficiently, leading to increased brand recognition. ## How To Make A Custom Hang Tag Work Bеttеr ### Designing For Your Audience Do proper research and find your potential customers. In this regard, knowing your targeted audience helps design the perfect hang tag. You can make these tag designs on your product packaging to further appeal to your target audience by using something that resonates. Therefore, in order to increase your brand’s sales, it is vital to create tags that fit the brand’s taste and style. ### Unique Tags For Special Events Imagine getting a tag that says “Limited Edition.” That would make you feel special, right? Making unique tags for specific seasons or limited items creates excitement. It also creates an atmosphere of community, encouraging more and more people to purchase these limited-edition items. ### Making Tags Fun And Interactive Imagine a tag that lets you play a game or gives you a secret code. Fun stuff like this gets people curious and engaged with your brand. So, thinking of something unique and exciting can also help reach more customers. For example, a shampoo product could use a bottle neck hang tags to offer a scratch-off area that reveals a secret discount code or a chance to win a year’s supply of products. ### Being Eco-Friendly People like brands that care about the planet. Using materials that are good for the environment and mentioning them on hang tags makes your brand look good, too. Using a custom hang as your retail packaging showcases your sustainable efforts. ## Challenges And Ways To Tackle Them ### Balancing Looks and Info Since hang tags are small, putting all the info on them is tricky. However, it still makes them look good. Choosing the right size, font, and where to put things is essential to keep them clear and friendly. ### The Cost Factor Making cool hang tags might cost more. But finding ways to make them look good without spending too much, like using cheaper materials or printing methods, can help manage expenses. However, you may consider [**Tags N Labels**](https://www.tagsnlabels.com/), the leading manufacturer ensuring top-notch quality at an affordable price and offering customized options according to your requirements. ## Conclusion Although small in size, hang tags pose a substantial influence. They weave stories, impart information, and captivate audiences, playing a vital role in elevating brand visibility and product recognition. Leveraging their potential through creative designs, tailored messaging, and strategic approaches can genuinely set your brand apart, leaving a lasting impression in the minds of consumers. Therefore, always appreciate the power of these seemingly modest hang tags; they carry the potential to amplify your brand’s success in remarkable ways. **Categories:** Design --- ### [How To Create A Product Positioning Strategy.](https://www.smashbrand.com/articles/product-positioning-strategy/) **Published:** March 21, 2023 **Author:** Jason Vaught **Content:** Are you thinking about launching your new product? If yes, do not enter the market without a solid product positioning strategy. An effective positioning strategy helps the product stand out and capture the target audience’s attention. It isn’t just about promoting the product but carving out a unique position in the minds of consumers. A solid strategy when entering the market is crucial for achieving a unique market positioning that is hard for others to replicate. But, developing such a strategy is a complex task that requires a careful balance of market research, competitor analysis, and a deep understanding of consumer needs. This article provides a comprehensive guide to creating a convincing positioning strategy. It covers everything from identifying the intended audience to crafting a persuasive value proposition and implementing the plan. Read on to master the art. ## Product Positioning Strategies Companies use different tactics to position their product in the market uniquely. Three of the most common product positioning strategies are as follows: - **Competitor-based positioning:** CoverGirl expanded its consumer base beyond traditional demographics by featuring male and gender-fluid models. - **Differentiation Positioning:** Barilla’s Pronto Pasta stands out in the competitive pasta market by offering a convenient feature that competitors do not have – pasta that requires no draining - **Segmentation Positioning:** Château Margaux, a prestigious Bordeaux wine estate, targets high-end luxury consumers by emphasizing its heritage, quality, and exclusivity. This segmentation strategy appeals to wine enthusiasts seeking premium and rare wines. ## Understanding The Target Customers A good knowledge of the target customers and their interests is the prime requirement of a successful product positioning strategy. It guides the process and allows companies to gain an advantage over their competitors. The following are the necessary steps companies may take to segment and understand their target customers properly: ### Conducting Market Research Thorough market research is the foundation of any effective product positioning strategy. It involves gathering insights into your industry, competitors, and, most importantly, the target customer. It must encompass [quantitative and qualitative data](https://stevenson.libguides.com/c.php?g=236343) to gain a well-rounded understanding of the market landscape. Monitoring market trends is crucial to staying ahead of the curve and anticipating shifts in consumer behavior and preferences. It can also help identify emerging opportunities or threats to your [brand positioning strategy](https://www.smashbrand.com/articles/brand-positioning-strategy/). ### Defining The Target Audience Once you have a solid grasp of the market, the next step is clearly defining your target audience. This specific group of target customers or customers should represent the individuals most likely to purchase and benefit from your product or service. Effective [segmentation ](https://www.shopify.com/blog/what-is-customer-segmentation)can help you identify critical demographics, psychographics, and behavioral characteristics that distinguish your ideal target audience. This deep understanding will inform your positioning strategy, from messaging to channel selection. For instance, Comcast targets college students by offering exclusive deals in partnership with Amazon Music and HBO. The brand leverages demographic and behavioral segmentation to attract this specific audience. ### Identifying Customer Needs and Pain Points After segmenting the target audience and narrowing down the search space, the next step is to learn about their needs and wants. Properly utilizing these insights guides the value proposition and differentiation strategy. Companies can use market research data in this stage. It will help uncover the specific challenges, frustrations, and desires that resonate with the potential customer group. This knowledge helps craft messaging and [product positioning statements](https://www.smashbrand.com/articles/product-positioning-statement/) that directly address their needs, establishing the product as the solution they’ve been seeking. ## Analyzing The Product and Competition After market research and audience analysis, the next step is to consider the product and competition in the market. This step ensures your product stands out from many “me too” products. ### Evaluating Product’s Strengths and Weaknesses After deeply understanding your target audience and their needs, the next crucial step is critically evaluating your product. It involves taking an honest look at its strengths, weaknesses, unique features, and potential areas for improvement. For example, in the CPG industry, a company like Procter & Gamble might assess their detergent’s unique formulation and long-lasting scent as a critical strength while identifying the lack of eco-friendly packaging as a potential weakness. Conducting a thorough product analysis will inform your positioning strategy and highlight opportunities for innovation and differentiation. It can unlock new opportunities to attract potential customers. ### Researching Competitors and Their Offerings To effectively position your product, you must comprehensively understand your competitors and their offerings. It involves identifying direct competitors who offer similar products and indirect competitors who may appeal to the same target audience. For instance, Lay’s may analyze other snack brands like Pringles and Kettle-Brand. They may also research healthier alternatives like veggie straws and popcorn that appeal to health-conscious consumers. Companies can learn a lot by studying their competitor’s marketing strategies, pricing, distribution channels, and competitive positioning. This way, they can quickly identify gaps and opportunities to differentiate their product and messaging. ### Identifying Your Competitive Advantage After understanding the product’s strengths and weaknesses, it is time to identify its unique competitive advantage. Companies may ask themselves a simple question: Why should customers buy their products, especially when hundreds of options are available? At this stage, companies may leverage a [product positioning map](https://www.smashbrand.com/articles/product-positioning-map/). This distinct benefit or value proposition sets your product apart and makes it more appealing to your target audience. Defining the competitive advantage is also helpful in crafting a compelling brand positioning statement that resonates with the target audience. ## Developing a Unique Value Proposition A unique value proposition is an essential aspect of effective brand positioning. Companies can create it by leveraging their research insights. They must analyze the insights to understand the product’s unique value to their target audience. For example, food brands can emphasize zero sugar or more organic ingredients to differentiate themselves from competitors. This [brand positioning framework](https://www.smashbrand.com/articles/brand-positioning-framework/) will guide the development of their value proposition. Red Bull is a premium, high-performance beverage in the energy drink category. It provides an unparalleled energy boost for athletes and active individuals. This unique value proposition sets it apart from mass-market alternatives. ### Aligning the Value Proposition with the Brand Identity While crafting your value proposition, ensure it aligns seamlessly with the brand identity and positioning strategy. Your product’s value proposition should reinforce and amplify the brand’s core values, personality, and positioning in the market. For example, in the luxury skincare space, a brand like La Mer might position itself as a premium, science-backed solution for achieving ageless beauty, aligning its value proposition with a brand identity rooted in innovation, exclusivity, and high-end luxury. ## Crafting the Positioning Statement Compelling product positioning strategies heavily rely on their positioning statements. These statements serve as the guiding force for all of the marketing efforts. They encapsulate the essence of the product, value proposition, and target audience. Here are the necessary steps to crafting a unique and effective positioning statement. ### The Elements of an Effective Positioning Statement A well-crafted positioning statement typically consists of the following elements: **Element****Description****Target Audience**Clearly define the specific group of consumers you’re targeting.**Opportunity or Need**Identify the problem, challenge, or desire your product aims to address.**Product or Service**Describe your offering and its key features or benefits.**Competitive Advantage**Highlight what sets your product apart from competitors’ offerings.**Reasons to Believe**Provide evidence or proof points that support your positioning claims.For example, a positioning statement for a premium skincare brand like La Prairie might look like: “For discerning women seeking luxurious, age-defying skincare solutions (Target Audience), La Prairie offers a scientifically advanced line of products (Product or Service). It harnesses the power of rare, precious ingredients (Competitive Advantage) to reduce signs of aging visibly. It reveals a radiant, youthful complexion (Opportunity or Need), backed by over 30 years of Swiss skincare expertise (Reasons to Believe).” ### Incorporating The Value Proposition and Target Audience To ensure your positioning statement effectively communicates your value proposition and resonates with your target audience, brands may consider the following brand positioning template: “For \[Target Audience\], \[Product or Service\] provides \[Key Benefit or Value Proposition\] by \[Competitive Advantage or Differentiator\], unlike \[Primary Competitor or Alternative\].” ### Refining and Finalizing Your Positioning Statement Crafting an effective positioning statement is an iterative process, often involving multiple rounds of refinement and feedback. As you develop your statement, it’s essential to: 1. Seek input from cross-functional teams (marketing, sales, product development) to ensure alignment and buy-in. 2. Test the statement with a sample of your target audience to gauge resonance and clarity. 3. Ensure the statement is concise, memorable, and reflects your brand’s identity and value proposition. 4. Regularly revisit and refine the statement as your product, market, or target audience evolves. By investing the time and effort into crafting a solid positioning statement, you’ll have a clear, consistent message that guides all your marketing and branding efforts. It will help you stand out in a crowded marketplace and effectively communicate your product’s unique value to your target audience. ## Implementing the Product Positioning Strategy Crafting an adequate positioning strategy is only half the work. Implementing it correctly is another challenge. This step involves integrating the positioning into every aspect of the marketing and brand efforts. Companies must ensure consistent and effective communication with their target audience. The following are the steps to bringing the product positioning strategy to life: ### Integrating Positioning into Marketing Mix The product positioning strategy must inform and guide all elements of your marketing mix, including product development, pricing, promotion, and distribution channels. It ensures a cohesive and aligned approach that reinforces the positioning at every touchpoint. For example, if your positioning emphasizes premium quality and exclusivity, your price may reflect a higher price point commensurate with that positioning. Similarly, your distribution channels should align with your target audience’s preferences and reinforce your brand’s positioning (e.g., high-end retailers for a luxury brand). ### Developing a Consistent Brand Voice and Messaging Consistent brand voice and messaging are essential for adequately communicating the positioning strategy. The messaging and voice must reflect the band’s position. It may include advertising campaigns, social media content, or other promotional content that reinforces the value proposition. For instance, a packaged food brand positioned as a natural, eco-friendly alternative might adopt a brand voice emphasizing sustainability, environmental stewardship, and a commitment to using pure, organic ingredients. ### Monitoring and Adjusting Your Strategy Businesses must continuously monitor their product positioning strategy after implementing it. They may gather customer feedback, analyze sales data, and track key performance indicators to evaluate the success of their practical product positioning efforts. If the strategy is not delivering the desired results, it’s time to refine the approach. Sometimes, even a working marketing strategy may get outdated. Under such conditions, the company must tweak its messaging, adjust its pricing strategy, or revise its product positioning statement. The goal is to better align with the evolving target market conditions and customer preferences. Companies may face the following pitfalls when implementing the strategy: 1. Inconsistent messaging across different channels or teams 2. Failure to align all marketing mix elements with the market positioning strategy 3. Lack of buy-in or understanding from internal stakeholders 4. Inability to adapt and evolve the positioning as market conditions change To overcome these challenges, companies should prioritize cross-functional collaboration, clear internal communication, and a willingness to be agile and data-driven. Companies must continuously monitor and refine their successful product strategy to ensure their marketing campaign remains relevant and practical. ### Product Positioning Strategy KPIs **KPI****Description****Sales Revenue**Indicates a brand’s ability to convert consumer interest into profits, reflecting product popularity and market demand.**Market Share**Measures a brand’s portion of total market sales within its category, showing marketing effectiveness and competitive strength.**Retailer Performance**Provides insights into product performance on retail shelves, including distribution, shelf space, and consumer visibility.**Brand Awareness and Recognition**Measures brand recall, awareness levels, and social media engagement to assess brand prominence in consumers’ minds.**Customer Loyalty and Repeat Purchases**Reflects customer satisfaction and loyalty through repeat purchases, indicating product quality and brand trust.**Trade Promotion ROI**Assesses the return on investment from trade promotions to optimize marketing spend and promotional strategies.**New Product Success Rate**Indicates the percentage of successfully launched new products, reflecting innovation capabilities and market adaptability.**Online Sales and E-commerce Metrics**Includes metrics like conversion rate, average order value, and website traffic to measure digital success in online sales.**Consumer Feedback and Reviews**Provides insights into product performance and areas for improvement through online reviews and consumer feedback.**Environmental and Sustainability Metrics**Measures sustainability efforts and environmental impact to resonate with conscious consumers in the CPG industry.**Brand Perception**Assesses consumer perceptions through surveys or sentiment analysis to gauge brand recognition’s impact on product performance in the CPG industry.**Packaging Effectiveness**Evaluates packaging appeal, clarity of information, and differentiation to attract customers effectively in the CPG sector.**Point of Purchase (POP) Displays**Analyzes POP displays’ effectiveness in capturing attention, driving impulse purchases, and enhancing brand visibility at the point of purchase for increased sales.## Building Customer Relationships and Loyalty Delivering exceptional customer service and fostering long-term customer relationships are crucial post-processes of a successful brand positioning strategy. You can build unwavering customer loyalty by consistently providing a superior customer experience aligned with your brand positioning. Leverage customer feedback to continuously improve offerings and interactions, reinforcing your brand’s unique value proposition. This commitment to customer-centricity retains existing customers and attracts new ones through positive word-of-mouth, solidifying your brand’s position in the market. ## Collaborating with Cross-Functional Teams Collaboration with cross-functional teams is another helpful step. Companies must involve product managers and management early to ensure offerings align with the positioning. They may coordinate closely with the product marketing team to develop coherent messaging across all touchpoints. Additionally, align with the sales team to equip them with effective positioning tactics for seamless communication in the field. This cross-functional collaboration ensures a cohesive, united front, reinforcing the brand positioning throughout the entire customer journey, from product development to sales interactions. ## Data Drive Product Positioning Strategy Development More than just a [product positioning agency](https://www.smashbrand.com/brand-positioning/), we drive growth through our integrated and iterative brand development process. Our Path To Performance™ process can determine how your product will perform with high predictability when it hits the shelf. Book a call to discuss your project. **Categories:** Strategy --- ### [Naming Techniques For Optimal Awareness And Memorability.](https://www.smashbrand.com/articles/naming-techniques/) **Published:** March 15, 2024 **Author:** Jason Vaught **Content:** Have you ever considered how a name can make or break a brand? Think about the titans of industry and the startups that became household names. All these brands leverage various Naming techniques to lock their place in the consumer’s mind. It is because a name is often the first customer to encounter a brand. It sets the tone for all future interactions. Picking the perfect brand name is both an art and a science. It involves blending creativity, where every naming method plays a pivotal role in the brand’s narrative. [Effective brand naming](https://www.smashbrand.com/articles/the-essential-elements-of-effective-brand-naming/) is not just about sounding catchy; it’s about encapsulating the brand’s essence to resonate with the target audience. This article explores the secrets of naming techniques and their impact on brand recognition. You will learn the [best practices for product naming](https://www.smashbrand.com/articles/product-naming-best-practices/) and how big brands choose names perfectly aligned with their brand strategy. So keep reading to find out! ## The Basics of Brand Naming The brand name is the first contact point between a business and potential customers. It’s not just a tag but a valuable asset for brand recognition. A carefully picked brand name adequately conveys the company’s values, story, and unique selling proposition. It is the reference point for every customer service interaction. Therefore, choosing a name for your new brand or product must be memorable and pronounceable. It must create a mental image of the brand. Companies may leverage [brand naming](https://www.smashbrand.com/brand-naming/) to shape customer perception. For example, see how Zevia cleverly combines zero calories and stevia in its name. This creative combination highlights the brand’s key attributes and ingredients. Picking the right name that resonates with potential customers has many advantages. It may convey a sense of reliability, innovation, or luxury before they even experience what’s on offer. ## Popular Brand Naming Techniques Before [naming a new product](https://www.smashbrand.com/articles/new-product-naming/), companies must consider its nature and target market. Selecting the right [product naming convention](https://www.smashbrand.com/articles/product-naming-conventions/) is as essential as the name itself, as it has a lasting impact on a brand’s perception and success. A [product naming framework](https://www.smashbrand.com/articles/product-naming-framework/) is a creative exercise and a strategic decision that can significantly affect a brand’s success. The following are some popular naming techniques commonly used in the market: ### Descriptive Names Descriptive names are straightforward and tell customers exactly what they are getting without any guesswork. They are like promises, declarations of a product’s benefits or functions. It’s the ‘what you see is what you get’ of business naming, and it can be a powerful tool in a [product naming strategy](https://www.smashbrand.com/articles/product-naming-strategies/). Let’s take ‘QuickPrint’ as a hypothetical example. The name immediately tells you that this business offers printing services, and it does so rapidly. But, while clarity is a significant advantage, it also has some drawbacks. A [descriptive name](https://whitebearstudio.com/article/types-of-brand-name/) may sometimes limit the brand. For example, even if our hypothetical brand, “QuickPrint,” wants to expand beyond printing services, it can’t. These names are also generic, which makes it challenging to differentiate from competitors who might offer similar products. Now, the question is when to use descriptive names. They are well-suited for companies that want to highlight their product’s specific function or attribute. ### Neologisms and Invented Names Neologism and invented names are some creative naming methods that allow brands to break new ground. These techniques involve crafting a new word or phrase, often by blending, twisting, or coining multiple words. The result is possible brand names that are both distinctive and memorable. Neologism allows companies to build an identity from the ground up. Consider the impact of a name like “Kodak.” While initially meaningless, the name became synonymous with photography through consistent branding and quality products. It was punchy, easy to pronounce, and void of prior associations, giving the company complete control over its brand narrative. The main advantage of this approach is that it allows entrepreneurs to venture into various markets without the constraints of a descriptive name. These names can be easier to trademark, ensuring legal protection and exclusivity in the marketplace. They can also be helpful during [brand naming after a merger](https://www.smashbrand.com/articles/brand-naming-after-a-merger/). But neologism requires substantial marketing efforts. An invented name might struggle to convey what the company does without context. Common examples of this [product naming architecture](https://www.smashbrand.com/articles/product-naming-architecture/) include Oreo and Excedrin. ### Acronyms and Initialisms Acronyms and initialisms condense words into letters, offering a brief naming convention for brands. When crafting a naming standard, acronyms work well for lengthy titles or when the naming scheme can create a memorable, pronounceable word. But, they may be used judiciously; a too-obscure acronym can hinder brand recall and recognition. Choose an effective acronym that resonates with your audience and aligns with your brand’s essence. This will ensure it’s easy to remember and stands out in the marketplace. In the CPG (Consumer Packaged Goods) industry, several well-known acronyms and initialisms include: - P&G: Procter & Gamble, a multinational consumer goods corporation. - KFC: Kentucky Fried Chicken is a fast-food restaurant specializing in fried chicken. - H&M: Hennes & Mauritz is a multinational clothing retail company. - BMW: Bayerische Motoren Werke, which, while known for its automobiles - GSK: GlaxoSmithKline is a pharmaceutical company producing healthcare and CPG products. ## Technical Aspects of Brand Naming The product name is a critical label, similar to variable names in programming. Just as coding conventions inform the clarity and functionality of the code, a naming convention in branding dictates the framework within which names are developed. Developing a product name requires a systematic approach that adheres to established naming guidelines and methods. This approach guarantees that the new name is unique and easy to remember. It is also versatile and suitable for use in various markets and languages. ### Crafting a Naming Strategy for Your Business To ensure your naming strategy complements your brand strategy, start by defining your brand’s core values, mission, and target audience. Your brand naming process must then involve brainstorming names that reflect these elements. Evaluate each potential name against your brand strategy to see if it conveys the right message and personality. Consistency between your [naming and brand](https://www.smashbrand.com/articles/naming-and-branding/) strategy will help reinforce your brand’s identity and promise to customers. ### The Pascal Case and CamelCase Approach Using PascalCase and camelCase can be effective when creating memorable brand names. In PascalCase, each new word begins with a capital letter (e.g., “SmashBrand”). In camelCase, the first word starts with a lowercase letter, and each subsequent word starts with a capital letter (e.g., “iPhone”). These naming guidelines help create a distinctive and modern brand name that stands out and is easily recognizable. ## Practical Steps in the Brand Naming Process The brand naming process involves a series of practical steps that mirror method names in programming. Initially, companies brainstorm potential names, carefully avoiding spaces that could cause confusion or branding issues. It is similar to coding, where whitespace can affect the function. As businesses iterate through previous versions of names, they might encounter names already taken or trademarked. Brands may avoid names with underscores or other special characters that violate the standard naming convention. Here are the necessary steps involved in the brand naming process: ### Generating Potential Names Start by brainstorming a wide range of potential names using various naming techniques and naming methods. This could involve word associations, competitor analysis, and creative workshops. The goal is to compile an extensive list of possible names that capture the essence of your brand and its values. ### Evaluating Names for Your Target Audience Once you have a list of potential names, assess them with your target audience in mind. Consider conducting surveys or focus groups to gauge reactions. Names must align with customer expectations and enhance customer service experiences, ensuring they appeal to potential customers and reflect their preferences and lifestyles. ### The Legal Considerations in Naming Your Brand Navigating the legal landscape is crucial in the brand naming process. Conduct thorough [trademark searches](https://www.uspto.gov/trademarks/search) to ensure your name doesn’t infringe on existing trademarks. Adhering to a standard naming convention that prioritizes uniqueness can help avoid legal pitfalls and secure a robust and defendable brand name. ## Common Pitfalls in Naming Techniques During the [naming workshop](https://www.smashbrand.com/articles/naming-workshop/) phase, companies often rush the process or rely too heavily on internal opinions without considering broader perspectives. It can result in a name that doesn’t resonate with the market or fails to differentiate the brand. [Naming exercises](https://www.smashbrand.com/articles/product-naming-exercises/) must be inclusive and consider input from various stakeholders to ensure a well-rounded selection. Another significant pitfall is neglecting [PREformance name testing](https://www.smashbrand.com/preformance-naming-test/), where names are evaluated on pronunciation, relevance, emotion, and more. Skipping this step can lead to choosing a name that doesn’t connect with the audience or is challenging to pronounce, which can impede brand recall and engagement. Another common mistake is not using a [naming scorecard](https://www.smashbrand.com/naming-scorecard/), a tool that helps evaluate names against a set of criteria aligned with brand strategy. Without it, the naming process can become subjective and inconsistent, leading to choices that don’t support the brand’s goals. To avoid these pitfalls, facilitate comprehensive naming workshops, engage in thorough naming exercises, conduct PREformance name testing, and utilize a naming scorecard to assess potential brand names objectively. ## Product Naming Agency For CPG Brands Our data-driven strategy process assists in identifying product naming opportunities. We conduct thorough testing to discover the potential name with the highest impact. Subsequently, our design team incorporates this name into the packaging design and branding strategy. Book a meeting with our team to discuss your project and learn how we can assist you in finding the ideal name for your product. **Categories:** Strategy --- ### [Product Naming Best Practices For Long-Term Growth.](https://www.smashbrand.com/articles/product-naming-best-practices/) **Published:** February 9, 2023 **Author:** Jason Vaught **Content:** Are you struggling with choosing the right name for your new product? Don’t worry; you are not alone. According to McKensy’s study, [50% of product launches fail](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/how-to-make-sure-your-next-product-or-service-launch-drives-growth) because companies do not follow product naming best practices. Poor product naming can lead to confusion among consumers and ultimately impact sales. For example, Chevrolet Nova had limited success in Spanish-speaking markets as the name “No va” means “It doesn’t go.” With such high stakes, understanding the best practices for product naming is crucial to uplift sales and avoid common pitfalls. This article provides a complete guide on[ how to come up with product names](https://www.smashbrand.com/articles/how-to-come-up-with-product-names/) that attract customers, boost sales, and generate more revenue. You will learn critical strategies for[ new product naming](https://www.smashbrand.com/articles/new-product-naming/) to enhance your brand awareness. You will also learn to select the right[ product naming framework](https://www.smashbrand.com/articles/product-naming-framework/) that perfectly resonates with the target market. ## Market Research Before Naming Process Data-driven decisions always bring better results than guesswork. Therefore, companies must conduct in-depth market research before the[ product naming process](https://www.smashbrand.com/articles/the-complete-product-naming-process/). It provides valuable insights into consumer preferences, market trends, and competitor analysis. It helps to understand what kind of[ product naming convention](https://www.smashbrand.com/articles/product-naming-conventions/) aligns well with the target audience. Companies may leverage surveys tailored to customers’ interests when conducting market research. Gathering feedback from the target consumers provides valuable insights into their preferences. Brands may leverage focus groups to understand how consumers perceive different name options. It allows them to evaluate brand alignment, memorability, uniqueness, and simplicity. ## Crafting The Naming Architecture After gathering valuable insights from the market research, the next step is to develop an effective brand naming strategy. An effective[ product naming architecture](https://www.smashbrand.com/articles/product-naming-framework/) ensures that items and services accurately reflect customer preferences and promote brand recognition. ### Choosing the Right Product Naming Strategy Businesses may utilize various[ product naming exercises](https://www.smashbrand.com/articles/product-naming-exercises/) when developing an effective naming strategy. The final name must reflect the nature of the product appealingly and align with the overall brand architecture. The following are some of the most commonly used[ product naming strategies](https://www.smashbrand.com/articles/product-naming-strategies/) to go with: 1. **Descriptive Names**: These names, such as Play Station and Speed Dry, directly describe the product’s key features. 2. **Invented Names**: Unique, made-up words like Google and Xerox create a distinct brand identity and are unburdened by pre-existing connotations. 3. **Suggestive Names**: Names like Amazon and Apple use familiar words in unfamiliar ways, creating solid and memorable associations. 4. **Evocative Names**: These names, like Tide and Amazon, hint at the product’s attributes or benefits without directly describing them. 5. **Acronymic Names**: Examples include IBM and BMW, which use initials to create a short, memorable name. ### Aligning Brand Identity with New Names Aligning the brand identity with new names is critical to the product naming. Companies must ensure that the new names echo the desires and aspirations of the target audience. It involves considering common factors such as psychology, cultural sensitivity, and legal considerations to shape an identity that builds a lasting impression. ### Integrate New Name into Brand Architecture Developing a comprehensive brand strategy that integrates the new name into the brand architecture is crucial. This strategy guarantees that the new name aligns with the brand’s identity and values, enhancing the brand portfolio’s consistency and impact. One way to achieve this is to conduct[ product renaming](https://www.smashbrand.com/articles/product-renaming/) exercises within a[ naming workshop](https://www.smashbrand.com/articles/naming-workshop/). This process allows for exploring various name options and assessing their relevance within the brand architecture. ## Brainstorm a List of Potential Names After developing an effective product naming architecture, it is time to start the brainstorming session. Brainstorming is a powerful tool for[ creating product names](https://www.smashbrand.com/articles/how-to-come-up-with-product-names/) that resonate well with the target market’s needs. During this stage, companies must involve critical stakeholders. Buy-ins from internal teams and stakeholders make the brainstorming sessions more productive. It helps to find the perfect name for a new product without wasting too much time. To kickstart the process, focus on generating a large pool of potential names; at this stage, it’s quantity over quality. Let your creativity flow, and consider everything from simple descriptive names to more abstract concepts. A great name often strikes the balance between being distinctive and memorable. Consider[ product name examples](https://www.smashbrand.com/articles/product-name-examples/) that have stood the test of time and analyze what makes them tick. ## Evaluate Names Through Consumer Response Evaluating potential brand names through consumer response is essential when naming products. Companies must provide a list of possible brand names to their target audience. They must carefully observe their reactions to each option. The goal is to find a descriptive name that not only captures the essence of the product. But also resonates with the consumers on a meaningful level. To effectively assess potential brand names, consider these methods: - Use Surveys and ask participants to rate how well they think the name fits the product. It can identify which names have the most potential. - Conduct focus group sessions where participants can discuss the names in depth. It provides insights into each name’s emotional and psychological impact. - Introduce different names to separate groups and monitor their response to marketing material that includes the brand name. In the case of hybrid names, ensuring they communicate the product value is necessary. Hybrid names can offer uniqueness, thus making your product stand out. But these names must be easy to understand to avoid alienating the brand positioning. ## Finalize a Versatile Name Finalizing a versatile name means ensuring the chosen name aligns seamlessly with the product line and resonates with the parent brand. It must complement the existing company name structures and adapt to future feature names. This name must be the chameleon in your branding toolkit. It must fit in yet stand out no matter where it’s placed. It must encapsulate the overall brand personality and become a shorthand for the values and promises. Companies must test the name across various marketing materials, from product packaging to digital campaigns, to achieve this. They must observe its flexibility. Companies may ask simple questions to ensure the selected name fits every aspect of the business. For example, does it overshadow or enhance the company? Does it encompass future product line expansion while maintaining a clear connection to the parent brand? Can it serve as a feature name without confusing the customer? ## Revisit and Refine the Name Before the Final Before revealing that creative name to the world, take a pause; a good name is like a key—it must fit perfectly to unlock success. Revisit and refine it because it is not just a label; it’s the first hello to your target market. Start by gathering feedback from those who matter the most—your potential customers. Ask for buy-ins from stakeholders. Their insights can further sharpen the name to a fine point. Next, recheck the trademark status. It keeps your unique name safe from copycats. Confirm [trademark availability](https://www.uspto.gov/trademarks/search) early on to avoid last-minute legal hiccups. Test the new product name across different platforms and channels. See how it looks as a Google ad, check the vibe on social media, and imagine it on the packaging. By ticking these boxes, companies can pick the right name for their product and craft an identity that resonates, protects, translates, and occupies the suitable space. ## Ensuring Long-Term Success Only picking the right name for your product is not enough. Companies must ensure that their name must be more than just a string of letters. It must become the cornerstone of their brand identity. Simplicity can greatly help under such conditions. A memorable name creates a lasting impression in the target audience’s minds. The new name must be easy to spell and pronounce to avoid confusion. If people stumble over your name or can’t spell it after hearing it, you’ve lost before you begin. Clarity is the name of the game. Avoid using short trends because they can lose their value over time. Go for a name that is independent of time. Checking for unintended meanings in other languages is one of the product naming best practices. Translation mishaps can be humorous at best and disastrous at worst. A clear and clean name in one language might mean something entirely different in another. ## Common Mistakes to Avoid When naming a product, it’s easy to fall into traps that can hinder your brand’s success. Here are some common mistakes to steer clear of: - A name that’s too complex or hard to understand can alienate potential customers. Make sure to keep it simple and approachable. - Failing to check if a name is already trademarked can lead to legal issues and a costly rebranding process. Always do your due diligence. - Not testing the name with your target audience can result in a name that doesn’t resonate or, worse, offends. Gather and consider feedback before finalizing. - The product name should reflect the overall brand and fit seamlessly with the existing product line and company ethos. - Avoid trendy language that won’t stand the test of time. - A name that works in one language may have negative or embarrassing connotations in another. Consider global appeal and translation. - If people can’t say it, they can’t share it. Ensure the name is easy to pronounce to encourage word-of-mouth marketing. - While descriptive names can be influential, they can limit the product’s perceived use or potential to evolve. ## Data-Driven Product Naming Want a best-selling brand? SmashBrand is a brand development, rebranding, and product naming agency for FMCG and CPG companies. From brand strategy to product name testing, our **Path To Performance™** process guarantees a retail performance lift.[ Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Strategy --- ### [3 Tips for Creating the Perfect Brand Name for Your Product.](https://www.smashbrand.com/articles/3-tips-for-creating-the-perfect-brand-name-for-your-product/) **Published:** August 28, 2020 **Author:** Kevin Smith **Content:** “*What’s in a name? That which we call a rose by any other name would smell as sweet.”* – [ William Shakespeare](https://www.brainyquote.com/quotes/william_shakespeare_125207) Sorry, Shakespeare, but we must agree to disagree on this one. Although your product’s name isn’t the end-all, be-all of your packaging design, it’s easy to see why the concept of naming has so much power. To name something is to give it an identity. Names engender associations across cultures and individual experiences. A consumer in France may hear the [brand name](https://www.smashbrand.com/articles/brand-naming/ "brand name") “Gucci” and conjure up a completely different image than a consumer in the U.S., but more likely than not, these two consumers will conjure up many similar characteristics as well. Luxury. Status. Wealth. These are core associations that the Gucci brand has baked into our culture over the years, so much so that the name is now slang for younger folks. (Trust us here. Walk up to your kids and tell them their style is *so Gucci*. You’ll enjoy watching them roll their eyes.) In other words, names have power. They can put ideas into consumers’ minds and cement your brand values into our culture’s consciousness. If you’ll allow us to disregard the poetic nuance of Shakespeare for a moment, when posed with the question, “What’s in a name?” we’d reply, “Damn near everything.” ## **Find the Perfect Name** The science of [name development](https://www.smashbrand.com/articles/name-development/) within the marketing realm shows plenty of researchers and psychologists drilling down to the nuances of how[ every letter, syllable, and sound](https://www.fastcompany.com/3060175/why-the-sound-of-a-brand-name-matters) can influence our perceptions. It’s big business – but in our view, product naming doesn’t need to be a science project. From our experience with corporate branding, you need only a few elements to design a product name that stands out from the crowd. - Names should have meaning. - Names should reflect shared values. - Names should be visually distinct. Let’s dig into each of these in more detail. ## **Product Names Should Have Meaning** The best product names aren’t mere descriptors of the product itself. For many brands, product names are an opportunity to[ describe loftier ideals](https://www.campaignlive.co.uk/article/true-meaning-behind-35-top-brand-names/1323579) or features that they’d like associated with their brands: - Cadillacs were named after French explorer Antoine de la Mothe Cadillac, meant to evoke a sense of adventure and pioneering spirit. - LEGO is a contraction of the Danish phrase “leg godt,” meaning “play well.” - The Pantene Pro-V line was named for its recently discovered special ingredient, vitamin B5 panthenol. These examples reflect a different type of shared understanding between the buyer and seller. The names Cadillac and LEGO evoke an emotion. Pantene Pro-V’s approach highlights specific product features as a selling point. However you approach it, you’re sharing information about your brand and creating a sense of transparency around your brand goals. Research shows that 86% of consumers agree that authenticity is important when deciding which brands to support. When consumers associate product names and meanings, they’ll understand your brand more deeply. ## **Product Names Should Reflect Brand Values** Ideally, your product name will reflect your brand’s core values. Sustainability, eco-consciousness, fair trade, self-confidence, diversity. Whatever the value is, you’ll capture more consumer attention if you draw a clear association between the product name and the value. A great example of this is Nike’s line of[ Air Jordan sneakers](https://www.footlocker.com/history-of-air-jordan.html). These simple basketball shoes became a global phenomenon throughout the late 80s and 90s thanks to the worldwide popularity of Michael Jordan himself. But Air Jordan fever wasn’t about the shoes. Not really. The product barely mattered; kids didn’t line around the block to get the latest Air Jordan sneakers because they were so comfy or well-made. They lined up in droves because of the *associations* the product made in their minds. Sure, they wouldn’t *let you jump like MJ, but by invoking Jordan’s image soaring through the air, kids and athletes believed* these sneakers could bring something unique to their game. This was a core value of Nike’s brand, and combined with the marketing genius of the Air Jordan name, the company created a product line that earned hundreds of millions of dollars over the years. Of course, finding the [perfect brand name](https://www.smashbrand.com/articles/the-essential-elements-of-effective-brand-naming/) to reflect your company values is easier said than done—which is why it’s so powerful when done well. Additional research shows that[ 77% of consumers](https://www.vivendi.com/wp-content/uploads/2019/02/Meaningful-Brands-PR.pdf) prefer to buy from brands that share their values. This is an important selling point for[ marketing to Generation Z](https://www.smashbrand.com/articles/boomer-meet-zoomer-packaging-design-for-generation-z/) and other young audiences, so make those values clear in your product name and other packaging design elements. ## **Product Names Should Be Visually Distinct** Naturally, having a name that stands out from the crowd is better than blending in with a competitor’s existing product line. This has obvious benefits from a brand differentiation perspective; the more memorable your product is, the better off you are – even if it means getting a little weird. Who would have thought Smucker’s brand would be as sticky as it is? A little originality can go a long way here. But it’s not *just* about memorability. Consider how your new product name fits your larger[ branding and marketing strategy](https://www.smashbrand.com/articles/how-marketing-and-branding-differ-in-your-customer-outreach-strategy/). Take SEO, for example. The cosmetics-based Dove Beauty Bar isn’t competing with the Dove Chocolate Bar on the retail shelf. But if consumers go to Google and search “Dove Bar,” the brand keywords will lock horns. One brand will inevitably fall short and lose a higher ranking in the SERPs they could have earned with a unique product name. Of course, don’t feel pressured to base your entire naming decision on these downstream marketing impacts. Remember to think long-term about your naming strategy; it affects more than what consumers see on the shelf. ## **Make Connections With the Perfect Product Name** Overall, great product names are about something bigger than the product itself. They might reflect your company’s values, goals, or the product’s most significant selling points. It doesn’t matter which approach you take. What matters is that you tap into a shared connection between your company and your target audience and use your product name to reinforce this relationship. ## Data-Driven Brand Development With Guaranteed Performance. Are you ready to take your brand to the next level? SmashBrand, a [brand name development](https://www.smashbrand.com/articles/brand-name-development/ "A Complete Guide To Brand Name Development.") agency, guarantees performance predictability. Our team of experts conducts extensive research, designs stunning visuals, and rigorously tests all products to ensure peak shelf performance. Book a time to learn about our [naming services](https://www.smashbrand.com/brand-product-naming/ "naming services") and discuss your branding needs with our team. **Categories:** Strategy --- ### [Why Sustainable Packaging Design Matters For CPG Brands.](https://www.smashbrand.com/articles/why-sustainable-packaging-design-matters/) **Published:** November 7, 2013 **Author:** Kevin Smith **Content:** Sustainable packaging design is all the marketing rage, quite frankly. As we’ve discussed in [previous articles](https://www.smashbrand.com/articles/environmental-concerns-becoming-more-mainstream/), ecologically sound packaging may make the difference between product success and design immortality or write ups in snarky yet undeniably wise design blogs. We strongly encourage all package designers to use sustainable design concepts exclusively, if possible. We hate, hate, hate packaging for the sake of packaging – if a product is, for example, [a banana](https://www.smashbrand.com/articles/is-your-banana-wrapped-in-plastic/) – *a fruit that comes with its own, nature-made packaging* – additional wrapping isn’t just silly, it’s downright negligent. ## What is “sustainable,” really? When the term “sustainable” is thrown around, it’s typically meant to mean something that can be produced and reproduced more or less infinitely with little or no adverse effect on the environment. If we’re being honest, nothing achieves this goal. Although sustainable processes might not destroy the immediate environs by spewing toxic runoff directly into the faces of local school children, anything, and we mean *anything,* that man mass-produces will have a negative effect on our ecosystem in some direct or indirect fashion eventually. Even the most outwardly responsible product manufacturer is generating some waste; if it isn’t from the final product fabrication itself, someone, somewhere along the supply chain someone is doing something evil to dolphins or bald eagles or marshlands. From an administrative point of view, the water, electricity, gas, supplies, computers, vending machines and other necessities in the corporate offices aren’t exactly doing the earth any favors, either. We’ve all heard of corporations that want to set an example by being entirely solar or wind powered, using wholly recycled materials or sectioning off specific, non-rainforest forests for renewable lumber. But, like the late, great George Carlin once said, as long as there are human beings on the planet, there is going to be a need for *stuff,* and that stuff is going to have to come from somewhere, and when it’s no longer being used, not all of it is headed for the recycling plant. Given what human nature is, we can only try to mitigate some of the damage by not engaging in manufacturing processes that we know will turn the earth into a barren lump of carbon before Christmas. Savvy product manufacturers will try to capitalize on their environmental foresight by ensuring that customers know that their sports drink/kale chip/under eye renewal cream packaging is responsibly sourced and “sustainable,” even if the consumer immediately throws the empty containers directly into a storm drain. ## Oh, why do we even bother? Well, we do what we can to lessen the damage. If it was to become more widely practiced, sustainable packaging design could succeed in suspending the erosion of the planet for several generations, at least! If we’re being cynical and blood thirsty, we need to embrace sustainable packaging design to benefit our bottom line. People like to think that they’re helping the world in some minor way by deliberately purchasing what they’ve been told is an eco-friendly product. Environmental responsibility can also help reduce costs of production. You can increase profits significantly by lowering the amount of necessary packaging materials. By appealing to the tree-hugging instinct of the customer, you can increase sales. It’s a win-win situation, really! We encourage everyone in the design world to study sustainable [packaging design trends](https://www.smashbrand.com/articles/packaging-design-trends/) and innovations. Join packaging design associations (the Sustainable Packaging Coalition is definitely worth investigating). Attend conferences and seminars. Read industry magazines and blogs devoted to environmental friendliness. This is the wave of the packaging future, buddy; better learn how to surf. We don’t want to give anyone the wrong impression; yes, we applaud the desire to manufacture products and packaging in a responsible way. No, we aren’t a bunch of jackals looking to scrape out a profit by insincerely appealing to the sentimental nature of the public. Yes, we recycle. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development company](https://www.smashbrand.com/development/) for FMCG and CPG brands. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. [](https://www.smashbrand.com/contact-us/) **Categories:** Design --- ### [Effective Packaging for 2017 Consumer Trends](https://www.smashbrand.com/articles/effective-packaging-for-2017-consumer-trends/) **Published:** June 14, 2017 **Author:** Kevin Smith **Content:** Effective packaging doesn’t happen by accident. Brands that stand out on the shelf look ahead and predict consumer trends before they become commonplace. For many brands, product packaging is a reactive process. They watch what works, examine *why* it works, and adapt their packaging to meet the same criteria. And while these brands may find some success with this strategy of constant pursuit, [they’ll always come up short](https://www.smashbrand.com/articles/4-packaging-standbys-that-might-be-going-bye-bye/). Why? **They’re being *reactive* rather than *proactive****.* They keep pace, but they don’t blaze trails. When it comes to creating effective packaging that stands out in the consumer market, brands need to analyze consumer trends, predict the needs of their markets, and apply them *before* the trends become the standard. **The Rise of Millennials** At long last, Millennials have overtaken Baby Boomers in population size. The [U.S. Census Bureau](https://www.census.gov/newsroom/press-releases/2015/cb15-113.html) states that **Millennials now make up over 25 percent of the U.S. population**. And of course, as population rises, spending power increases accordingly. With Millennial shoppers making their preferences known and redefining the best practices for consumer retail, effective packaging will move beyond the pre-defined categories of yesterday and proactively align with the needs of Millennial buyers. One of the most noteworthy trends in this area as far as packaging is concerned is the Millennial preference for convenience. [Data by the Hartman Group](http://www.ift.org/food-technology/past-issues/2016/january/features/what-when-and-where-america-eats-2016.aspx?page=viewall) found that **immediate consumption—food eaten within an hour of purchase—made up 16 percent of all eating occasions and 40 percent of eating occasions for Millennials.** **Heart-Smart Consumers** Health has become a significant driver of purchasing behavior in the consumer market. Organic, fresh, and “free-from” foods are common choices for health-conscious consumers. [Research by Deloitte](https://www2.deloitte.com/us/en/pages/consumer-business/articles/2015-american-pantry-study.html) shows the strength of this consumer push towards health: **86 percent of shoppers prefer convenient options that are also healthy,** and **25 percent are willing to pay a 10 percent premium or more for healthier versions of a product.** **Growing Urbanization** Putting aside Millennials for a moment, it’s no secret that the world population is rising as a whole. Urban centers of development generally see the most immediate increases in job opportunities, public transit services, affordable housing, and other conveniences that bring people in. Naturally, [consumer preferences for packaging](https://www.smashbrand.com/articles/branding-mistakes-not-listening-to-the-consumer/) is beginning to reflect this trend. Consumers increasingly seek products that offer convenience, speed, and transportability in these crowded urban centers. **Packaging Takeaways** The above research by Deloitte found that **over half (51 percent) of consumers make purchase decisions at the shelf.** And although price is still the biggest influencer of consumer purchasing, the above trends speak to new strategies for brands (that can’t compete on price) to differentiate themselves at the point of purchase. 1\. Targeted marketing that speaks directly to the needs of Millennial consumers, including more on the go options 2\. Shifts in packaging sizes, including micro-packaging, individual serving packages, and smaller products overall that cater to the Millennial preference for mobility as well as the speed and convenience required by consumers in urban areas 3\. Packaging that prioritizes product healthfulness and natural attributes to align with the growing consumer desire to make health-conscious choices at the shelf With these trends in mind, brands that want to increase the effectiveness of their packaging will have plenty of ways to give themselves an edge over the competition. **Categories:** Design --- ### [5 Ways Your Packaging Gives Your Brand a Bad Name](https://www.smashbrand.com/articles/5-ways-your-packaging-gives-your-brand-a-bad-name/) **Published:** February 3, 2016 **Author:** Kevin Smith **Content:** ***You’ve worked hard to make your brand relevant – don’t let your packaging repeatedly slap your efforts in the face.*** Your brand is everything. It is the life’s blood of your company. It is the heart, skeletal structure, respiratory system, hormonal output, brain, and hairstyle. Your brand determines whether your business will be successful in the big online dating site that is the national marketplace. And like the world of online dating sites, it’s your package that is noticed first. [Company branding](https://www.smashbrand.com/#identity-systems) is a delicate enterprise. You have to balance your business’ product, culture, ideals, goals, and target audience in a single, fairly evocative aesthetic, which should be malleable enough to transfer to the full spectrum of your marketing efforts. It might sound difficult, but let us assure you… it is. So, have a protein shake, build up your strength, and prepare to recognize how your package design is failing your brand so spectacularly. ## Your packaging makes your brand seem out-of-touch. What does your consumer base want? How have your customers evolved throughout the life of your product? Have cultural tastemakers like Rachel Ray and PewDiePie endorsed or rejected your packaging structure? Do you even have the slightest idea who tastemakers are? While they might have once been attracted to glamour and shelf appeal, if they are now demanding authenticity, your package design should adjust accordingly. Furthermore, if your consumers are using your product in different ways, your package has to reflect that. Don’t let your product, brand, or package stagnate. ## Your packaging makes your brand seem cheap. There is a certain charm to unadorned, simple, and unpretentious packaging. You definitely don’t want your customers to suspect that your product is all flash and no substance. However, you *really* don’t want your product’s efficacy to be compromised by a package that seems to have been designed by toddlers. There are numerous ways that your packaging can make your brand seem cheap. Packaging that is overburdened with enthusiastic product descriptions (avoid phrases ending with exclamation points at all costs); packaging that is insubstantial or flimsy; and packaging that features poor graphics can all make your brand seem as though it is putting out a product that is less than stellar. ## Your packaging makes your brand seem desperate [Beer](http://gearpatrol.com/2015/03/12/an-oral-history-of-craft-beer-label-design/) and [boutique hot sauce](http://www.complex.com/pop-culture/2012/11/ridiculous-hot-sauce-labels/) bottles are the guiltiest of this particular offence. We understand that the market for both products is highly competitive, but would your really want to subject your digestive tract to any of these products? We have nothing against cuteness and cleverness, but although your company culture might be youthful, vibrant, and edgy, the customer can’t taste edginess. Remember that both your brand and your package have to make customers want and trust your product. ## Your packaging makes your brand identity unclear. Sneaky, trying to siphon customers off of a particular brand by simply copying their package design. This might be a short-term solution, but there is the [irritating matter of lawsuits](http://www.oregonlive.com/business/index.ssf/2013/10/jack_daniels_sues_upstart_popc.html). A competitor might have had great success with a package design concept, but that doesn’t mean it should be appropriated by your brand. If your brand is going to have any kind of market staying power, it has to be unique. ## Your packaging makes your brand look boring. Remember how we cautioned you against package design desperation? Try not to let the pendulum swing too far in the opposite direction. There is a middle ground between ridiculous and ignorable. Now, simplicity doesn’t necessarily equal boring – don’t be afraid of a stripped-down aesthetic. But your minimalist aesthetic should still be bold and clear. Steer clear of pale colors with no contrast, packaging structure that blends in with other products on the shelf, or packaging that doesn’t make the purpose of your product clear. Although these missteps are avoidable, it does take a bit of nimbleness. If you are clear about your brand identity, then successful packaging design will be that much easier. Packaging, in branding, is clearly one of the most effective weapons in your marketing arsenal. However, like all weaponry, it must be kept clean, well-maintained, and loaded in order to be fully functional. **Categories:** Design --- ### [4 Millennial Packaging Design Tips for Customer Engagement](https://www.smashbrand.com/articles/4-millennial-packaging-design-tips-for-customer-engagement/) **Published:** March 4, 2019 **Author:** Kevin Smith **Content:** Millennials (born roughly between 1980 and 2000) represent one of the biggest markets for CPG manufacturers. With nearly $200 billion in total spending power, it makes sense that CPG companies want to tailor their marketing strategies and packaging designs [to cater to these audiences](https://www.smashbrand.com/articles/3-crucial-millennial-cpg-trends-to-know/). However, marketing to Millennials isn’t that different than marketing to Baby Boomers or even Gen Z’ers; although Millennials do feature some unique characteristics, each of these demographics is separated by only a few decades. Here’s the secret nobody’s telling you: Human nature doesn’t change that quickly, and many of the marketing tactics that worked 50 years ago still work today. What *is* worth noting (at least, in terms of Millennial packaging design) is how the digital landscape has changed purchasing behaviors. Tapping into these digital tendencies is the key to reaching Millennial buyers—both in your packaging design and in your marketing proper. ## 1. Design With Purpose Yes, this could be considered a “best practices” tip for any market, but it holds particularly true for Millennial buyers who live in the world of instant gratification. Millennial packaging design needs to be direct, easy to understand, and efficient, with clear value propositions and differentiators placed front and center. Millennial buyers might be used to searching for information, but that doesn’t mean they want to do it while they’re shopping. Millennials like immediacy. They want to be able to compare your product to the next one on the shelf and immediately know which will suit them best. Complex packaging designs that feature multiple layers or overly-wordy text are out. When in doubt, stick to a more minimalist approach that keeps your product’s key features at the forefront. ## 2. Create Shelf Appeal—From Digital to Physical It’s well-known that social media drives purchasing for Millennial buyers. In a survey of 2,000 Instagram users (89 percent of whom were Millennials), 72 percent admit that they’ve made fashion, beauty, or style-related purchases [because of a post they saw on social media](https://www.retaildive.com/news/study-instagram-influences-almost-75-of-user-purchase-decisions/503336/). So, what does this have to do with the retail store shelf? To answer that, we need to consider how your digital and physical shopping experiences are connected and the way Millennials shop. There’s this enduring myth that Millennials shop only online, but according to research, the opposite is actually true: [Millennials still prefer the brick-and-mortar shopping experience](http://insights.retailenvironments.org/2016/12/13/majority-millennials-prefer-shopping-stores/). So, when they see a stunning Instagram post that motivates them to start shopping, they’re just as likely to do it in your physical store location as your online eCommerce store. And when they visit your store to find the product they want, how do you think they’ll feel if the product looks nothing like their friend’s Instagram post? If the packaging is sloppy or otherwise fails to show off the great aspects of the product, you’ll have lost a customer who was primed and ready to buy. As such, your Millennial packaging design needs to meet their expectations. ## 3. Tap Into Shared Values and Beliefs What does your brand stand for? Is it environmental sustainability? Cruelty-free production? Profit-sharing with charities and humanitarian organizations? Whatever it might be, make sure to include this messaging in your packaging design. Research shows that nearly 7 out of 10 [Millennial buyers actively consider a company’s values](https://www.forbes.com/sites/forrester/2018/05/23/millennials-call-for-values-driven-companies-but-theyre-not-the-only-ones-interested/#4d57e1065464) before making a purchase. And in our hyper-focused world of information, it’s easier than ever for Millennials to research companies ahead of time. If you have any specific company values or beliefs, don’t be shy about sharing these messages across all of your marketing collateral—website, email blasts, and of course, the packaging itself. Even a few details adorned on your package’s sides can be enough to let them know what you’re all about, and if they like what they see, they’ll be more likely to support your brand. ## 4. Solicit Feedback on Social Media Before a full-fledged product launch, brands can learn more about how customers perceive their packaging design by testing various options on social media. Nearly three out of four [Millennial shoppers trust social media](https://www2.deloitte.com/insights/us/en/industry/technology/digital-media-trends-consumption-habits-survey.html) recommendations over traditional TV ads. This makes sense when considering the digital age in which Millennials grew up. As the first demographic to grow up in the age of social media, these buyers are far more attuned to social marketing than the traditional forms of outbound advertising. This makes social the perfect channel for soliciting feedback on your packaging design. Get your package layouts on social and see which resonate best with buyers. If your packaging design picks up steam and gets shared, all the better—this is a simple and low-cost way to take the temperature of your audience and [get some real-world feedback](https://www.smashbrand.com/articles/understanding-cpg-market-research/) from your eventual buyers. ## Millennial Packaging Design Has Flexibility Above all, don’t be afraid to think outside the box with these design strategies. If you know your market well, you’ll know which design features and marketing strategies are essential to success—and which can be adapted to suit your brand’s unique voice. That’s the great thing about Millennial buyers. They’re flexible and willing to accept a bit more creativity in packaging design than their older peers. Put this strategy to work and try to come up with some original ways to promote your products. **Categories:** Design --- ### [3 Ways to Connect With Millennials Through Packaging Design](https://www.smashbrand.com/articles/3-ways-to-connect-with-millennials-through-packaging-design/) **Published:** May 15, 2018 **Author:** Kevin Smith **Content:** The internet has switched the power dynamic of shopping away from retailers and placed it firmly in the hands of consumers. Where customers were once required to navigate your store’s layout to find products, they can now view your entire product lines on their phones. Where they would once view your products in optimal retail conditions with favorable lighting and shelf placement, [your virtual shelf](https://www.smashbrand.com/articles/packaging-design-without-context-is-functionally-useless/) is now the primary way users assess your product—digitally-focused Millennial shoppers most of all. #### **Branding for Millennial Impact** [Millennial shoppers](http://www.pewresearch.org/fact-tank/2018/03/01/defining-generations-where-millennials-end-and-post-millennials-begin/) (defined as anyone born between ’81 and ‘96) approach the shopping a bit differently than generations before them, and your packaging needs to reflect these changing values. To help you tap into these values, we offer three primary strategies. #### **Simplicity In Design** Millennials suffer from information overload as it is—and your packaging design shouldn’t pile on even more . Stick to quality over quantity. Create unique elements that play on your brand logo or color scheme to give them more information with less clutter. For a good example of this, consider [a modern Domino’s pizza box](http://www.thedieline.com/blog/2015/9/23/dominos-pizza-box-illustrations) design compared against [a new, minimalist design](https://www.fastcodesign.com/3059001/dominos-clever-new-pizza-boxes-are-designed-for-sharing-on-instagram) currently being tested by Domino’s UK. Which do you think will catch the eye of Millennial shoppers and be shared on social channels? If you guessed door number two, you’re right. #### **Photos That Encourage Social Proof** Part of designing for Millennials means reaching them where they live. These days, it’s [Instagram, Snapchat, and YouTube](https://www.marketingprofs.com/charts/2017/31792/the-most-popular-social-networks-with-millennials-gen-x-and-baby-boomers). If you want your products to make an impact on these visually-oriented social channels, you’ll need to make sure your digital resources are ready. We won’t harp too much on the importance of creating high quality images, but we’ll point out one important trend that highlights the need for the strategy: Social proof. Millennials seek social validation and reassurance from their peers when shopping online, and the best way to curry favor with these markets is to create jaw-dropping product images that users will want to share. #### **Tell Your Brand Story** Another important Millennial trend is that they prioritize the *why* of selling more than the *what.* They’re interested in each brand’s unique story, the faces behind the products, and the journeys these people took to get where they are. Integrate these snippets into your packaging and web presence. It’s not an advertisement; it’s giving users a peek behind the curtain that helps build trust and authenticity with your brand. Millennials are a digitally-focused market who perform research on brands before buying, so this information will definitely come up in their shopping process. #### **You Don’t Need to Reinvent the Wheel to Reach Millennials** For all the talk about how different Millennials are different from their Baby Boomer and Gen X counterparts, you don’t need to completely redesign your packaging strategy to cater to them. The fundamentals of [brand packaging psychology](https://www.smashbrand.com/articles/hacking-the-psychology-of-your-brand-design/) stay fairly consistent over time, and while you’ll need to adapt your marketing in a few key ways to reach this demographic, you shouldn’t stray too far from the design principles that got your brand to where it is today. **Categories:** Design --- ### [6 Packaging Design Trends Dominating 2019](https://www.smashbrand.com/articles/6-packaging-design-trends-dominating-2019/) **Published:** June 4, 2019 **Author:** Kevin Smith **Content:** Packaging design trends fall in and out of fashion. It was true 100 years ago, and it’s true today. But sometimes certain design trends transcend the “fad” state and become full-blown best practices that any company can put to work in service of its brand goals. And in terms of 2019 package design trends, we expect these six to be the most popular. ## 1. Plastic-Free One of the most powerful trends we’re seeing over the years is the push towards sustainable, plastic-free packaging. This is a great goal for any business, and through sustainable packaging tends to be more expensive than oil-based plastics, brands can generate serious goodwill from their customers by making an effort. Plenty of companies have already made great strides in the eco-friendly packaging realm and use these products as a point of competitive advantage. For example, consider [60BAG](http://lovelypackage.com/60bag/) and its eco-friendly alternative to disposable plastic bags. Purported to decompose in 60 days, the company has made a name for itself as a pioneer in plastic waste reduction, even encouraging other brands to get on board by describing how a partnership with 60BAG can support other brands’ efforts to support an eco-friendly lifestyle. If that’s not the perfect fusion of packaging design and brand messaging, we don’t know what is. ## 2. Minimalist Design Minimalist design isn’t a new trend for 2019, but it’s gaining steam across all industries. Most of us know the benefits of minimalist design already: It telegraphs elegance, it removes clutter from cramped designs, and it lets customers focus more on the product itself. These benefits translate to massive shelf appeal when compared against your more confused competitors. Just look at the packaging for the [Mandarin natural Chocolate](http://www.yutatakahashi.jp/work/mandarin_natural_chocolate/) bar for an example. This package must be the pinnacle of minimalist design; there’s barely anything there aside from a bit of black text against a white backdrop. But this simplicity works to its advantage. The packaging offers the product’s two key value propositions front and center: It’s natural, and it’s chocolate. What more do we need to know? And while your own brand doesn’t need to go *quite* this minimal, it’s a great example of how less can be more in packaging design. ## 3. Bold Gradients Minimalism is great, but what if your brand needs a bolder approach? If in fact, less *isn’t* more, we’d recommend another strategy making waves in 2019: Bold gradients. Gradients are simple blends of two different colors, with a smooth transition between the two that creates a simple, yet eye-catching design. For a couple of great examples, look at the Mexican confectionaries from [Bermellón](http://www.aestheticsofjoy.com/2012/08/joyful-packaging-bermellon/), or fragrance bottles from [The Body Shop](https://www.thebodyshop.com/summer-perfume). Both examples feature rich color gradients that are just gorgeous. In both cases, the packaging design is meant to telegraph energy, excitement, and comfort—which is exactly what they get with their eye-popping designs. Here, it’s easy to see how bolder colors in a package design can translate to shelf appeal. [These stimulating designs](https://www.smashbrand.com/articles/6-fundamentals-to-make-packaging-design-pop/) encourage viewers to stop, engage with the product, and enjoy the rich color palettes as they decide. As brands get more courageous with their designs, we expect to see plenty more of these gradients in the coming years. ## 4. Pastel Themes You don’t have to go bold to see results—indeed, certain brands may get better results by taking things down a notch with color schemes based on soothing pastels. Pastels are defined as any color with a high value (or lightness) and a low saturation (or intensity). Colors with these features tend to be soft and easy on the eyes, with an almost faded appearance. In terms of emotional resonance, pastels support optimism, joviality, and freshness—great connotations for any brand. While pastel color schemes in packaging have been popular for a while, we’ve seen a resurgence in them throughout 2018 that’s extending well into 2019. Just look at how luxury brands like [Cacao 70](http://cacao70.com/en), [Prescription Lab](https://www.prescriptionlab.com/la-box), or [Bybi](https://bybi.com/) use soft, inviting pastels to telegraph the quality of their products. As time goes on, we expect many more luxury brands to pick up this torch. ## 5. Vintage Images There’s something about [vintage imagery that captures our attention](https://www.smashbrand.com/work/whistle-pig/), especially in 2019. Vintage branding is easy to spot in the wild, typically characterized by old-fashioned typography, soft colors, simple images, and an overall layout that suggests a “hand-made” aesthetic. Check out the logos for [New Belgium Brewing](https://www.newbelgium.com/) or the [Bib & Tucker Bourbon](http://www.deutschfamily.com/the-deutsch-family-our-brands/bib-tucker-bourbon-facts/?age-verified=6364545ae3) from Deutsch Family for a few examples. They’re simple, understated, and effective. There’s a reason so many alcohol brands use vintage imagery in their designs. It’s a type of packaging design that doesn’t take much effort to implement but creates powerful associations in a viewer’s mind related to authenticity, style, and old-fashioned comfort. ## 6. Black and White One packaging design trend for 2019 that nobody will be surprised to see is the growth of black and white design. There’s a perennial elegance and modernist appeal to black and white designs, something exemplified well in packaging design. Let’s look at tattoo care provider [Electric Ink](https://www.electricinkskin.com/) for our example. These stark packages show how powerful black and white design can be. Featuring eye-catching images, scrawling text, and sharp, bold lines, Electric Ink’s branding is immediately recognizable. Without getting too flashy with colors, the brand uses contrast to push its hip, modern style. Incidentally, this a good example of a layout that works best *without* color. With so much going on, varied colors may overwhelm the senses and be hard to look at. But by sticking to a monochrome color scheme powered by detailed images, Electric Ink has the perfect packaging style to support its brand goals. ## 2019 Package Design Trends to Watch A quick note: This list is by no means a hierarchy of importance. All of these trends are effective ways to manage your package design, and different brands will get more mileage out of different tactics. Look at your own packaging and see which of these trends fit best with your established packaging persona. None of these strategies is hard to implement—you just need to know which elements work for your brand and which new strategies will best support your goals. **Categories:** Design --- ### [Package Design Trends for 2018](https://www.smashbrand.com/articles/package-design-trends-for-2018/) **Published:** August 20, 2018 **Author:** Kevin Smith **Content:** *Nothing stays the same – not the lines on your face nor the leaves in the fall, neither Coke bottles nor Starbucks coffee cups. Time marches on. Woe is the consumer.* *Try to keep up.* In spite of how aversive consumers are to change, packaging trends evolve. There’s always something new on the horizon, so we compiled a list of packaging trends for 2018. ### **Minimalism** Minimalism as an American design trend dates back to the 1970s. Like most artistic movements, minimalism was a reaction to the audacious clutter in fashion, design, and advertising that preceded minimalism. One of the most prominent examples of minimalism in both modern packaging and product design that began with Apple’s earliest iterations of the iPod. ### **Big Text** Building upon the same momentum of reduced clutter, walls of text in tiny writing are also out in lieu of [bold statements with large text](https://www.smashbrand.com/work/bodyshake/). The reality is that our attention spans are short and getting shorter. If you have something to say on your packaging, say it loud and clear. ### **Sustainable Packaging** Sustainable business practices have been in the spotlight for decades now. Nowhere is this more apparent than in packaging. If you can implement sustainable packaging for your product line, you’re going to win some hearts and minds. ### **Brand Collaboration** From Red Bull and GoPro to Luis Vuitton and Supreme, brand collaboration has been on the rise. It can be a way to reach across the aisle between target markets or to establish a stronger hold of the same niche. With the gargantuan reach of social media, brand collaboration has taken on a new face with influencer sponsorship. ### **Experimental E-Commerce Packaging** The internet is a strange place. In a lot of ways, it’s really – if you would – an experiment. No? The point is that e-commerce empowers entrepreneurs and small businesses to take more risks by eliminating the barrier that brick and mortar models presented. This is reflected in modern packaging trends among others. ### **Doodles** Chalk it up to nostalgia or the delayed onset of adulthood common in [millenials](https://www.smashbrand.com/articles/3-ways-to-connect-with-millennials-through-packaging-design/) and gen z. Whatever the case, doodles are hot right now in packaging – so hot. [Even Kit Kat is doing it](https://cdn.trendhunterstatic.com/thumbs/kit-kat-cities-packaging.jpeg). That covers some of the major trends in packaging designs as of 2018. However, keep in mind that trends move in different directions. Doodles and minimalism are diametrically opposed, but they’re both seeing increased usage. The reality is that you should focus on design statements that are true to your brand and not obsess over what’s hot right now. Still, keeping an eye out for what *is* hot can’t hurt. **Categories:** Design --- ### [3 Packaging Design Tips to Change Your Buyer from Joe Shmoe to a 1-percenter.](https://www.smashbrand.com/articles/3-packaging-design-tips-to-change-your-buyer-from-joe-shmoe-to-a-1-percenter/) **Published:** December 18, 2013 **Author:** Kevin Smith **Content:** When it comes to our buying choices, our first impressions, for better or worse, impact us more than we care to admit. We like to think of ourselves as savvy shoppers; the sort of people who aren’t in thrall to the superficial allure of high end packaging design, but if we saw a genuine Rembrandt painting in a solid gold frame sitting on the floor of a consignment shop with a $19.99 price tag on it, we’d probably walk right by. We’re not exaggerating. ## \[True Story\] Roughly two months ago, the celebrated guerilla artist Banksy consented to have a group of his signed canvases sold at a street stand in New York for approximately $60 apiece as a kind of unpublicized one-off event. Banksy is arguably the most relevant, lauded and famous artist in the world. These pieces could sell in a gallery or auction for several thousand dollars each, so you’d think that the number of people clamoring for an original Banksy painting at $60 would make Black Friday at Walmart look like a Lawndale community theater production of Annie. Nope. Only three people bought paintings before the stand was dismantled. *Three people* — who probably thought that they were replicas and are dancing in the streets as we speak – bothered to go up and make a purchase. No one else even bothered to walk up to the person managing the display and ask what was happening. The artsy SoHo district probably wept bitterly for days after that. Hilarious! ## The Power of Luxurious Trappings The Banksy example illustrates how a lack of gorgeous packaging will devalue a product in the public’s mind. Consumers are desensitized by the glut of cheap trash on the market; why would anyone put their faith in a product that’s packaged poorly? If the packaging looks cheap, the product *must* be cheap. To the consumer, nothing worth having is sold in bins. As [any package designer will tell you](https://www.smashbrand.com/services/packaging-design/), the consumer must be seduced by the package; in most cases, that is the consumer’s introduction to a product. [Luxury packaging design](https://www.smashbrand.com/articles/luxury-packaging-design/) is more than just the frosting on the cake – it tells a customer that the product is worth their hard-earned cash. ## The Difference between Luxury and Crap **Materials –** When designing packaging for luxury items, the quality of the materials does most of the convincing, not the wordiness of the labels. Natural materials look prestigious – wood, thick paper, fabrics and glass are the premium tools for first-class product packaging. Remember, valuable products need a tremendous amount of protection. Flimsy plastics, corrugated cardboard and felt are generally no-gos. **Color –** Look at the packaging for truly high-end products. The color scheme can vary depending upon the brand identity, as can the package’s creativity (or lack thereof). While bold and bright tones aren’t excluded from high-end package design, certain fluorescent colors – pinks, purples, namely – lack sophistication, and are more likely to be associated with teenage fashion victimhood. You’re far more likely to see rich earth tones and black. Again, brand identity is a major factor, and if a seizure-inducing color palate is appropriate for the brand, go for it, dude. **Wording –** The fewer the words on the package, the better. Products with huge superlatives and, heaven forbid, “As Seen on TV” typically don’t appeal to the prestige product buyer. Whatever the high-end packaging design concept is, the shape and construction of the package is front and center, and if there is any wording on the label, it’s likely attached to the brand logo. That’s it. Luxury packaging screams “luxury” simply because it is so muted. Prestige items are products that exist to make the customer feel like they’re in the top social and economic tier. The packaging is the first step in telling the public that this product is something that a member of the Saudi Royal Family would wear/eat/drive. What’s the point in a prestige item that doesn’t broadcast its immense value? So, what have we learned today? We learned that we couldn’t keep a luxury item’s extreme luxuriousness a secret by failing to package it properly. We learned that as much as consumers think we know quality, we must still be told via package design. Most importantly, we learned that if we’re ever in Manhattan, we’re buying *every single Banksy canvas we see*, even if it’s sold out of someone’s ’97 Honda Civic. We’re not making *that* mistake again. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. [](https://www.smashbrand.com/contact-us/) **Categories:** Design --- ### [4 Signs Your Website is No Longer User-Friendly](https://www.smashbrand.com/articles/4-signs-your-website-is-no-longer-user-friendly/) **Published:** March 5, 2017 **Author:** Kevin Smith **Content:** ***Responsive website design goes a long way to making a site more user-friendly, as recently acknowledged by Google. But the fact is, there’s a lot more to site user-friendliness than just that.*** Remember the good old days, when a website was basically a digital flyer? Yup, when we were all watching the later seasons of “Seinfeld,” wearing Tommy Hilfiger tube tops, and unabashedly eating Olestra-based snacks, we didn’t think about how our websites would age. Unfortunately, an old website has even less value than a timeshare. And timeshares are worthless. Because we have become so dependent upon our social media presence, it can be easy to ignore the brand mothership: the website. Sure, you’ve become Facebook and Instagram-savvy, so all you have to think about are the quality of your posts and photographs. Things like responsive web design and whether or not you should add an infinite scroll feature are put off—sometimes indefinitely. Take a minute and visit your own website, and see what you find. If it’s any of the following, you’ll need an overhaul, and [contacting a talented web designer](https://www.smashbrand.com/contact-us/) might not be a bad idea, either. ## 1) Endless Spice Girls Tracks with No Mute Button We understand the desire to appeal to the trendy and the young. Unfortunately, nothing stays trendy or young for long; eventually, everything will become unfashionable and grizzled. Just like the Spice Girls themselves! You might not have gotten the memo, but everyone hates automatic website music. Everyone, without exception. For some reason, web designers of old thought that incorporating loud and inescapable music or sound effects was a good thing. They clearly didn’t anticipate the possibility that a person might be opening their website while at work or next to a sleeping spouse. There really is no compromise—just get rid of it. ## 2) Seizure-Inducing Animations Now that you’ve recovered from your neurological event, take a moment to think about alternative ways you can make your website unique without resorting to animals cutely dancing the Funky Chicken. Dancing animated GIFs on your homepage was sooo late-’90s. (OK, so maybe the phenomenon was slightly later, but it feels really old.) Back in the day, you might have thought that web animations were cutting edged or witty, but that was only because you never visited a website that used them. We spend a huge amount of time staring at computer screens. We don’t need any more migraines. ## 3) A Lack of Responsive Design Check your website on your smartphone. If your screen displays only one letter at a time, you really should think about responsive web design. This is especially important if your service is likely to be used by customers on the go. It’s the wave of the future! In only a few short years, we’ll be accessing all of our online information on our smartphones. Of course, we predict that soon our smartphones will have apps that display 48-inch projections of our touchscreens in [life-like holograms](https://www.nature.com/articles/ncomms7984), so … maybe it won’t be all that necessary. ## 4) Latest Blog Post Is about: Windows Vista Here’s the thing about blogs: They’re only good for keeping your website nice and fresh. Once you allow your blog to stagnate—even for just a few months or a year—you immediately make your website irrelevant. Oh, and whatever you do, don’t try to circumvent the age of your blogs by failing to include the posting date. That’s just cheater-y and obnoxious. Whether your blog was written in 2010 or 2015 makes a huge difference, darn it, and it’ll show, regardless. Website maintenance doesn’t necessarily need to be constant, but it does have to stay in accord with consumer expectation. While it might be unnecessary to arbitrarily add invisible navigation and carousel graphics, you should make sure your website is user-friendly. Bite the bullet and make the necessary changes. At the least, remove the guest book and the visible site counter. Those are just ancient. **Categories:** Design, More --- ### [Letting Your Customers Tell You What’s Trendy](https://www.smashbrand.com/articles/letting-your-customers-tell-you-whats-trendy/) **Published:** May 26, 2015 **Author:** Kevin Smith **Content:** ***In a marketplace full of fickle and temperamental customers, market research is the key to giving your brand an edge.*** In our fast-paced world where fast manufacturing is king, too many businesses fall into the trap of telling consumers what they want instead of actually *finding out* what they want. While the brain trust in your marketing department might be great at manufacturing ideas that they guarantee with 95 percent assurance will blow consumers away, good marketing isn’t always that simple. The best marketing initiatives will come from a place informed by research and the past history of the audience you’re targeting. **Analyze your Customers** The heart of the consumer is fickle, prone to violent mood swings and constantly changing expectations that businesses bear the burden of trying to keep up with. Consumers know what they want, but aren’t likely to outright tell us until a fully-formed mob is pounding on our door with pitchforks demanding a taco with a spicy Doritos® shell. Businesses try to collect consumer information on buying preferences with surveys or feedback promotions, often strategically positioned on the back of fast food receipts and seasoned with incentives of cash rewards or free hamburgers. However, this type of data collection has a notoriously low follow-through rate. So without hearing it from the consumers themselves, how can businesses keep up with the ever-changing demands of a world that is constantly craving innovation? Fortunately, consumer choice is an easy enough thing to track, given [the right information](https://www.smashbrand.com/articles/customers-dont-know-what-they-want-research-does/). Spending metrics related to what consumers buy and how they use products dominate the marketing world and remain some of the most powerful tools for brands looking to give consumers more of what they want. But as we’ve established, consumers don’t often know what they want until they see it. Sometimes, a package design or a brand’s advertising can show a new aspect of a product to a consumer who never realized they needed it until that very moment. This is where creative advertising comes into play. **The Creative Advantage** Creativity is essential for brands looking to [differentiate themselves](https://www.smashbrand.com/articles/branding-tips/) from the masses, but creativity alone isn’t enough to guarantee success. Generating creative ideas without the proper market research to support them is tantamount to fishing in the dark. There are a number of variables that should be considered when personalizing your product to a target audience, most of which could be gathered by simple surveys. But as we know, surveys aren’t reliable. So instead of asking, savvy marketers are forced to peer over the shoulders of consumers and analyze how they interact with products in their daily lives through the use of spending analytics: - Which products are consumers buying? What similarities do the products they choose share? - How does the consumer use the product? Are they using it for the intended purpose or are they creating new uses for it outside of what the manufacturer intended? - What aspects of the product resonate with consumers? - Do specific types of packaging or branding receive more attention? These questions are difficult to answer from a distance but are essential for brands to be aware of. By having an understanding of the decisions behind consumer choices, it becomes possible to predict shifts in their mindset and creates marketing opportunities for the future. We’re talking about giving them more of what they want to see, [with your own spin](https://www.smashbrand.com/articles/4-ways-to-add-a-little-uniqueness-to-your-product-labels/) that will be sure to stand out in their minds. **Substance and Style** While innovate advertising initiatives and strong package design are important, successful marketing goes beyond creating pretty-looking packaging. If you create situations where customers are drawn in by effective advertising only to find that the product they purchased falls short of expectations, you haven’t accomplished much aside from creating a single sale and an unhappy customer. Moreover, the backlash that customer’s review may create on social media can easily put you in a worse situation than you were before. Sure, make your packaging pretty, but back up your advertising with [a well-researched and tested product](https://www.smashbrand.com/testing/) to prevent your customers from thinking of your brand as all sizzle and no steak. **Let Them Work For You** While keeping up with the trends of a constantly-evolving marketplace can seem like a Herculean task, smart marketers will realize that much of the work is already done for them. By utilizing market research and tracking the spending habits of your target demographics, you can easily see what products are popular and what trends are on the rise. With this information in mind, predicting the needs of your consumers becomes a simpler task and makes it easier to provide more of what they want to see. Your consumers are telling you what they want with every purchase; it’s up to you to decide whether or not to listen. **Categories:** Strategy, Design --- ### [How To Create Emotional Connections With Packaging Design](https://www.smashbrand.com/articles/how-to-create-emotional-connections-with-packaging-design/) **Published:** November 29, 2018 **Author:** Kevin Smith **Content:** *The colors of your package can have subtle, yet powerful, implications for how consumers perceive your product.* We all know how important color is in consumer psychology. Some companies follow [product packaging trends](https://www.smashbrand.com/articles/packaging-design-trends/) and try to tap into what’s popular at the moment, while others (such as Apple and its characteristic white) use colors to differentiate themselves from their competitors and show off the uniqueness of their brands. It’s no secret that different colors can [reinforce your brand messaging](https://www.smashbrand.com/articles/hacking-the-psychology-of-your-brand-design/) in different ways. And when used correctly, the color of your packaging can be one of the most memorable and influential aspects of your entire design. ### Emotional Wavelengths Though many don’t realize it, each color’s effect has to do with its relative wavelength in the visible light spectrum. **Warm colors** such as red, orange, and yellow have longer wavelengths, which our eyes are more naturally drawn to when compared to colors at the other end of the spectrum. High wavelength colors are perceived as more aggressive, attention-grabbing, forward, and emotional. **Cool colors**, on the other hand, have shorter wavelengths that are a little easier on our eyes. They don’t demand as much attention, which is why blues, greens, and violets are traditionally perceived as calming, balanced, and soothing. It’s important to understand how these colors may affect your customers as they view your packaging. The [emotional rules of color](http://www.colour-affects.co.uk/psychological-properties-of-colours) aren’t ironclad, but they establish important precedents that play into the purchasing process—whether shoppers realize it or not. ### Applying Color to Design [According to a study on consumer psychology](https://www.emeraldinsight.com/doi/abs/10.1108/00251740610673332), the average consumer makes up his/her mind about a product within 90 seconds of viewing it—and between 60 to 90 percent of that assessment is based on color alone. Clearly, the appearance, color choice, and aesthetic style of a[ product’s packaging are some of the biggest factors affecting our perception of the brand](https://www.smashbrand.com/articles/packaging-design-and-the-emotional-purchase/ " product’s packaging are some of the biggest factors affecting our perception of the brand"). This can be obvious, such as when companies genderize makeup products with feminine pinks and yellows while reserving their deep blues and blacks for more masculine products. But our judgments aren’t always so clear-cut. For example, consumers will indirectly judge your design’s color choices based on **perceived appropriateness.** Do the colors match the [brand’s projected identity](https://www.smashbrand.com/articles/make-your-brand-storytelling-work/)? Or is the brand just pushing colors it likes without a thought for the emotional impacts it’s creating? Similarly, [research suggests](https://www.sciencedaily.com/releases/2006/11/061128083022.htm) that our brains respond more positively to brands we’re already familiar with. In this way, consumers judge you on **memorability**. Do the colors promote a unique, cohesive brand that can be differentiated from the competition? If not, the color scheme may be ineffective. ### Remember the Cultural Nuance Make sure you understand the culture of your environment as well as the characteristics of your buyers. For example, while black is a color traditionally associated with [mourning in the West](https://en.wikipedia.org/wiki/Symbols_of_death), Eastern Asian cultures associate death with the color white. These types of cultural distinctions play a large role in how your products are perceived, so make sure you know what message you’re sending. ### The Psychology of Color Don’t underestimate the power of a well-designed color scheme. Consumers make decisions about whether to purchase within seconds—and when your product is lined up against a shelf of competitors, you need every edge you can get. **Categories:** Design --- ### [7 Tips for Competitive Package Design.](https://www.smashbrand.com/articles/7-tips-for-competitive-package-design/) **Published:** September 4, 2018 **Author:** Kevin Smith **Content:** *It’s hard to stand out on the shelf, but brands have considerable options for making an impact with their customers.* With how competitive the current retail market is, it’s not surprising that so many companies are looking to give their brands a boost with a revitalized packaging campaign. And while you shouldn’t let the “rules” of design limit your creativity in coming up with new ideas, there are several best practices you should remember if you want to stay competitive on the shelf. ### Prioritize Usability No matter how creative you get, your packaging should support how the product is used. Have you ever watched someone make a [chopstick stand](https://www.youtube.com/watch?v=HQuJQBH6aPg) out of the wrapper? That’s usability in action. Other examples include pouches with resealable zippers, shaped nozzles for pouring, or even the relatively new trend of [upside-down condiment bottles](https://www.packworld.com/design/materials-containers/news/13335751/heinz-hunts-turn-ketchup-upsidedown). ### Create Need Creating need through your designs is a time-tested marketing tactic, usually taking the form of limited time promotions that make use of artificial scarcity. Consider creating new packaging designs for specific promotions or holidays. We know it sounds old-fashioned, but [research on the topic is clear](https://opus4.kobv.de/opus4-euv/frontdoor/deliver/index/docId/180/file/Dissertation_Ruziye_Oruc.pdf). Artificial scarcity has a positive effect on attitude towards the product, impulse buying, and purchase intention. Take advantage of it. ### Show Your Product’s Best Features Consumers want to know what they’re getting before they buy. They want to see the object. Feel it. Experience it. But without your help, they can’t. Consider using transparent packaging that shows off your product or cut-out windows to give them a tactile experience. Engage their senses and let them interact with the product. ### Simple Messaging It’s well documented that consumers don’t take long to make assessments about products. Keep this in mind when creating your designs. What’s your primary [value proposition](https://www.smashbrand.com/articles/creating-your-brand-value-proposition/)? Identify that and push it hard. In most cases, [reducing unnecessary clutter](https://www.smashbrand.com/articles/how-to-make-your-private-label-brand-premium/) will give your packaging a more refined, focused appearance. ### Keep It Sustainable [Sustainable packaging](https://www.packagingdigest.com/sustainability) is coming down in cost, and more companies are jumping on board. Switching to sustainable packaging is a great way to reduce your company’s carbon footprint, but it also plays great for consumers. If you’re pushing the eco-aspect, make it clear in your designs that you support sustainability and let users know how to reuse (and recycle) your packages. ### Consider Store and Shelf Are you selling your products online? In your brick-and-mortar store? [Consider the location](https://www.smashbrand.com/articles/the-transition-from-e-commerce-to-store-shelf/) before getting too wild with your packaging. If your products need to share shelf space, you’ll have more limitations on size and design. Online gives you more flexibility, but users don’t get the benefit of seeing the items in person. These considerations are basic but crucial to the success of your marketing. ### Have Fun With It And lastly, don’t forget to have fun with it! Your packaging is the perfect place to show off your brand’s unique vibe. [Look at Chipotle](https://www.qsrmagazine.com/exclusives/creative-containers) for a great example. Over the years, the company has featured a selection of humorous, thought-provoking designs that engage customers while displaying genuine enthusiasm. This excitement transfers to your customers, even when they don’t realize it. ### Differentiate Through Design We’re well past the days of basic designs that make a basic pitch and move on. Innovative packaging designs are one of the best ways to differentiate yourself from your competition—make sure you do it right. **Categories:** Design --- ### [5 Ways Packaging Can Transform Ho-Hum into A Must-Have.](https://www.smashbrand.com/articles/5-ways-packaging-can-transform-ho-hum-into-must-have/) **Published:** April 8, 2014 **Author:** Kevin Smith **Content:** If you have an unlimited budget, a marketing team working ’round the clock, and several batches of focus groups, you might be able to turn your bargain basement product into a sought-after luxury item. Still, even then, you’d be relying heavily upon luck. It is difficult to determine what the market will uniformly embrace, but one of the best techniques is sincerity. If the product is honest about its aims and history, the public will trust it. The curveballs of life. Of course, we’re not in the business of convincing CEOs to come clean about their products’ questionable ingredients and possible slave labor — we’re not law enforcement or therapists, after all. If your product is universally ignored or your brand is inherently shifty, how do you convince the gullible masses that your wares are suddenly trustworthy? Ratchet up the class, amigos. ## Elegant Packaging Designs People trust quality packaging just about as much as they trust quality products. Suppose a customer sees that a particular product is packaged with care. In that case, chances are he or she will fork over a few extra pennies for it, even if the item within that glorious package is something they could make with white vinegar and dishwashing detergent. Bear in mind, elegant packaging designs are not a matter of encrusting your product with diamonds; they could mean smooth and sensual lines. Clean and uncluttered labeling. Sustainable materials. These little changes can make your product stand apart on a shelf of proletariat utility items. ## Stylish Labeling Whatever expertise might have been absent for your product’s conception must be on call for your product’s label design. Being current with the style of the day gives a product an instant jolt of relevance. And it’s not just the font that needs the reinvigoration; the content could also use a bit of freshening. Label information is as important as design for boutique items. You must know what is important *today* and stay on top of current trends for however long your product exists. For example, gluten, nuts, milk and soy are [near fatal](https://edition.cnn.com/2014/03/03/health/family-food-allergies/) to a significant percentage of the population, so if your product is totally without those ingredients, play it up. Likewise, if your product can be used by vegans, fruitarians and anyone on the Paleo Diet. ## High-Quality Packaging Materials Giving your packaging and labeling materials a bit of consideration can give your product an instant makeover. If you switch from your glossy, low quality plastic wrapping to a dense, heavy recycled paper, your product will be noticed. Likewise if you choose glass, metal or \[gasp!\] fabric. Talk about class! Having an embossed, heavy paper label also reeks of sophistication. Switch from that peel-able plastic film to a velvety papyrus and watch the hipsters come ‘a runnin’. ## Brands Sell Lifestyles, Not Products Your public should fully recognize the benefits of using your product not only in terms of that product’s inherent utilitarian benefits, but also the social cachet it could potentially give them. Decide what kind of consumer would most appreciate your product and speak to him/her directly *and no one else*. This goes against every natural marketing department instinct, but the more specific you are about who you are targeting, the more genuine your product will appear. Granted, a segment of your potential consumer base might feel alienated, but the people who couldn’t get into Studio 54 felt plenty alienated, and the owners sure didn’t suffer. (Well they *did,* actually, but for wholly different reasons.) If your labeling grid space permits, maybe you can include a little folksy story about the company’s origins. *My great-grandpa sailed over from the old country in 1897 with a satchel of olive seeds, a near-fatal bronchial infection, and a dream…* ## Cultural Reference Point Everyone loves a retro party. Think about giving your label a specific era — preferably the golden era for whatever you are selling. The 1920s was a fantastic time for cosmetics and (ironically) liquor; the 1970s was a mustache wax and tweed sport jacket diamond jubilee. Have fun with your labeling strategy! Elegant packaging designs can save a product from obscurity or outright demise. Think about the sort of product you want to use (and want people to think you use), and you’ll be well on your way to figuring out your ultimate packaging concept. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development agency](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design --- ### [Can Your Packaging Design Survive the World of Amazon Distribution?](https://www.smashbrand.com/articles/can-your-packaging-design-survive-the-world-of-amazon-distribution/) **Published:** May 2, 2018 **Author:** Kevin Smith **Content:** I love Amazon. Most of the time. The last time I ordered from them, I was buying a lovely glass beer stein with a metal inlay—the perfect gift for a friend of mine. When the UPS driver pulled up, he hopped off the truck and jogged up the stairs. He was in a rush and not-so-gently dropped the box at my doorstep. I winced as I heard the box thump against the concrete. When I opened it, the stein was cracked down the side. Naturally, I first blamed UPS and the driver, but I had a nagging feeling. Who was really at fault, here? UPS? Amazon? Or was it the brand itself? ## **You’re Responsible for Transit** Let me clarify: In this case, the fault almost certainly rested with the UPS driver who launched my package like Pete Weber on a hot streak. (Bowling joke. Sorry.) Yet I couldn’t help but wonder if a different brand would have gotten me the package in one piece. Maybe a competitor’s packaging would have been designed to absorb shock better and keep the fragile glass safer. In short, **the in-transit damage made me question the retailer’s brand promise.** And as it turns out, this mindset is pretty common. Consider the results of a survey by [Harris Poll and Sealed Air](https://www.sealedair.com/company/media-center/press-releases): – 66 percent of consumers believe a product’s packaging reflects the feelings of the brand. – 59 percent agree that retailers and distributors are responsible for damages to online products. ## **Smarter Packaging Is the Answer** The problem comes down to the customer experience. Packaging design plays a different role in e-commerce than on the retail shelf; while retail packaging aims to stand out and show off your product’s best features, **e-commerce or Amazon** **packaging design is all about the customer’s experience, from website to doorstep.** Even though it appears to be a customer-centric problem, your brand is on the hook. The above survey found that when customers receive damaged products, 58 percent wouldn’t buy from that retailer again—or at the very least, would consider other retailers first. So, [how do brands survive](https://www.smashbrand.com/strategy/) in a world of third-party distribution? The answer, of course, is smarter packaging! Consider the following and ask yourself if your company has each of these issues lined out: – Are your products typically ordered solo or with other items in your store? – Does your company understand the technical shipping constraints of the product design? In other words, does it play well with others? Or is it in such a bizarre shape that stockers need excessive cushions to support the product on top of its native packaging? – How many different supply chain transition points does each product go through? The more handoffs, the more likely breakage will occur. These can be tough questions to address, but they form the foundation of a [solid Amazon packaging design strategy](https://www.smashbrand.com/articles/hacking-the-psychology-of-your-brand-design/) that can survive any type of shipping environment. Do yourself (and your customers!) a favor by working through these issues. If you don’t, you’ll just have to trust that your package will be safe. And it will be. Most of the time. **Categories:** Design --- ### [Top 5 Universally Hated Packaging Substrates](https://www.smashbrand.com/articles/top-5-universally-hated-packaging-substrates/) **Published:** June 16, 2014 **Author:** Kevin Smith **Content:** There must be an unrecognized global shortage of packaging design companies; why else would horrible package designs still linger on our shelves, in spite of the collective public hatred of them? Not that you needed to be reminded, but here are a few roundly despised categories of product packaging. Please take note so that you can boycott all products that feature any one of these packaging options. If we are still plagued with these packages in one year’s time, you have no one but yourselves to blame. ## Clam Shell Packaging The packaging most likely to be violently hurled across a room in frustration and disgust, hence the phrase “frustration-free packaging” for non-clamshell designs. Clam shell packaging is the type of product packaging typically reserved for electronics, small kitchen appliances, tools, children’s toys and basically anything you’d like to access immediately. One of the main issues with this type of draconian packaging is the difficulty in accessing the product without [slicing open your hands in the attempt](https://www.moneytalksnews.com/how-to-open-plastic-packaging-without-injuring-yourself/). This type of packaging is certainly sturdy; it is ideal for protecting products during long and arduous shipments. But what about the safety and integrity of the consumers’ fingers? Do they not merit consideration? ## Foil Sealants (Impossible to Remove without a Stabbing Tool) Bottles of astringent, rubbing alcohol, peroxide, vitamins, instant coffee, spices and aspirin all have foil cap sealers that must be vigorously scraped in order to release the contents from within. Yes, we realize that tampering is an issue ever since some psychopath in the 1980s went on a [Tylenol poisoning rampage](https://content.time.com/time/nation/article/0,8599,1878063,00.html), but why do these sealants vary in quality to such a startling degree? Why is it that some seals are perfectly airtight and secure and can be removed with one firm tug, while *others force you to claw and claw and stab with a knife until little shards of foil fall into the contents and contaminate the whole $%^&! bottle of dried oregano?* Wow, we got really worked up over that one. ## Packaging on Top of Packaging… on Top of Packaging Snack food companies are typically guilty of this phenomenon — particularly snack foods geared towards small children, but other products have been known to engage in this unfortunate practice. Basically, it is packaging that holds other packaged products — ostensibly for the ease and convenience of individually portioned sizes. So, you have a gigantic economy-sized package of Doritos, with smaller baggies of Doritos inside. Or, you have a canister of pitted dried plums that are individually wrapped (one plum per wrapper, because for decades the public hew and cry was for single, easy to transport dried plums). ## Bag Packaging with No Stabilizing Features  Typically the domain of generic food brands, the bagged cereals that are most often the recipients of this treatment necessitate the ownership of a reusable canister in order to store the product securely once opened. Is it so difficult to design bags that can stand upright? Do major food corporations have a monopoly on breakfast cereal boxes or something? Why must cardboard equal quality? ## Packaging for the Sake of Packaging Our favorite example of absurd packaging ideas: The banana wrapper (get your minds out of the gutter, people). Yes, the banana wrapper, marketed as an anti-spoiling device, but which actually acts as an [ingenious price-increasing mechanism](https://www.dailymail.co.uk/news/article-1361666/Del-Monte-packaging-Bananas-second-skin.html). But maybe we’re just being cynical; maybe consumers want to hang onto their carefully packaged single bananas for days on end.  Take heed, packaging design companies; we want secure, attractive and easy to open packages and we want them now! Naturally, we recognize that not all packaging can be wholly frustration-free; if you want plutonium, you’re just going to have to buy the appropriate tools and a haz-mat suit. But for heaven’s sake; must opening a simple USB charger package require the use of a band saw? **Categories:** Design --- ### [Graphic Designer Guide: Greatness Comes from Love.](https://www.smashbrand.com/articles/greatness-comes-from-love-awwww/) **Published:** August 1, 2013 **Author:** Kevin Smith **Content:** Even though it’s probably not a good idea to let a girlfriend cut your hair or hire your mother as your criminal defense attorney, it is still nice to have some affection for the people you contract for various important services. More importantly, the person you use should have a great deal of affection for the job itself. This might be a hard quality to find in a septic pumping service, but designers must love design and all of its many facets if they are to be trusted at all. Why is it so very important for a designer to love design? If the answer to that isn’t obvious, then we’ll be more than happy to tell you. ## Scope A good graphic designer should be able to appreciate a wide variety of different designs and artistic media. Moreover, a good designer will always want to [discover and learn new things](https://www.smashbrand.com/articles/design-school-vs-work-experience/) about whatever medium in which he or she works. For example, package designers must keep abreast of packaging innovations and trends in order to differentiate your particular product and brand from the competition, which will be sitting on a shelf, uncomfortably close to yours. If you don’t have a graphic designer that has an affection for numerous different styles, then you run the risk of developing a concept that lies squarely within that designer’s comfort zone and style, and that’s what you really don’t want. You want a package, logo or website that is uniquely yours and no one else’s. ## Diligence There are a lot of minor and tedious details involved with package design; details that might not be readily addressed by a graphic designer who isn’t exactly bursting with love for the process. The parts of design that could be described as “fun” are relatively few if you aren’t impassioned about design. Sitting in front of a computer or drafting table outlining an exciting blueprint takes up far less time than determining stress ratios, manufacturing processes, shape optimization for pallet transport, spacing for supplementary labeling information and dozens of other factors that would make your standard starving art student weep uncontrollably. Have you ever looked at major automobile manufacturers’ websites and seen the illustrations for their concept cars? Most of them are so aggressively futuristic they make DeLoreans look like wheel barrows. The concept drawings are always the fun and exciting part, but eventually an executive looks at the specs and says, “wow, that’s a great plutonium-powered hovercraft you got there – how ’bout we design an actual car?” The point is, a good designer loves his/her job loves it for what it actually is – specification adjustments, focus groups, compromises, minutiae and hours of conferences – and not what he or she dreams it should be. ## An Understanding of Customer Desire and Need A designer must recognize what customers like. This is something that rankles an artist, who wants to open up people’s perceptions and make them think about heady stuff. Customers don’t want to think; they want Doritos. There is nothing more artistic than the uncompromising production of tons of art that no one understands or appreciates. Unfortunately, this ain’t gonna fly for a designer, whose very livelihood depends upon the development of packages, brands, logos and websites with which the public must become instantly smitten. Love of design is far more than the love of sketching, painting, developing of GIFs and all of the attendant creative stuff; it involves the determination to create something that is not only unique, interesting and enticing — but something that can be mass produced in an economical fashion that will ultimately increase the client’s revenue stream. Artists are happy (well maybe not happy, but reconciled) to allow their work to steep into the public consciousness for years and even generations before it is appreciated and subsequently valued. Graphic, package, and Web designers only have a few months to make their clients relatively wealthy and happy. A designer has to embrace his or her inner tycoon, and embrace that tycoon hard. So, what have we learned today? We learned that a good graphic designer has to love being a graphic designer, and not mistake being a designer with being Toulouse Lautrec. We learned that a good designer must be a lifelong student of design. Finally, we learned that concept cars are. We will always be, more interesting than the final product, even if the [majority of concept cars](https://www.toxel.com/wp-content/uploads/2008/08/audio0.jpg) look as though poorly coordinated toddlers designed them. ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development firm](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Websites may be the future of package design.](https://www.smashbrand.com/articles/websites-may-be-the-future-of-package-design/) **Published:** November 14, 2013 **Author:** Kevin Smith **Content:** Websites may be the future of package design – or maybe not. If Makerbot Digitizers or other types of and we no longer have to purchase items already fabricated by manufacturers (and we all have personal jetpacks that fly us to long weekends on Mars), there will be a diminished need for product packaging. Don’t get us wrong; 3D printing will definitely have a very enthusiastic audience. What if you need a part for a specific car and the manufacturer no longer makes parts? Well, if you have a 3D printer and the correct software, you won’t have to troll eBay for a replacement and wait for it to arrive in the mail – you can just “print” the part out yourself! The same goes for parts for construction, plumbing, electrical wiring – anything requiring objects of a specific dimension. Imagine living in a world where you were no longer at the mercy of auto mechanics and parts that take weeks to arrive. The very thought makes us want to high-five Tony the Tiger. The 3D printer will surely be a phenomenon in certain industries. In private homes? Maybe, maybe not. If so, what will happen to product packaging, then? What will we do? How will the world continue to turn on its axis? Two major innovations have come close to eliminating tangible items: digital music and streaming movies. And yet, even though the original media is becoming less and less relevant, that doesn’t necessarily mean that there will be no need for packaging. And, let’s not forget: websites are a form of packaging – they package the company brand, after all. ## MP3 Downloads One would think that music packaging would be all but gone, but some holdouts still insist on purchasing music in CD form. Some even go so far as to by record albums. The rarity of CDs and record albums makes their package design all the more important. When something can be classified as a rarity or a specialty item, it needs appropriately splendid packaging. As the need for large-scale pre-published CDs dies away, the remainder must be lovingly displayed. ## Movies We may have streaming videos but don’t yet have streaming special features or DVD commentary tracks. Moreover, when a popular film has an anniversary edition with tons of documentary features and booklets, there will inevitably be a huge multi-disk pack that people will want to buy. ## Website Packaging, so to Speak Alright, after the apocalypse when there are no longer physical retail outlets and Walmart has gone up in flames, there won’t be a need to design packages the stand out on store shelves. What will we do? *We can turn the website into a package.* How can a website be a package, for heaven’s sake? It’s not protecting an item from damage during shipping; it’s not keeping multiple loose pieces from rolling around on the floor; it’s not keeping the product it sells sterile. The only thing a website and a product package has in common is the ability to catch the eye of the consumer. That’s it. Nowadays, with people shopping on Amazon.com or other huge online retailers, product packaging has turned into something that has to be translated onto a Web page. Ingredients should be published online, as do whatever warnings and instructions the FDA requires. The shape of the package itself isn’t particularly important to the online shopper – [the label design, however, is king.](https://www.smashbrand.com/articles/the-last-4-reasons-your-label-is-boring/) Never fear – there will always be something in need of design. If a company sells blueprints for products, the website from which the blueprints are sold will need a steady design hand. Likewise, the materials necessary for producing the 3D printouts must be encased in some protective vessel, which must be designed. Let’s make lemonade out of those futuristic lemons! ## **Data-Driven Brand Development** Want a best-selling brand? SmashBrand is a [brand development firm](https://www.smashbrand.com/development/) for FMCG and CPG companies. From brand strategy to packaging design testing, our **Path To Performance™** process guarantees a retail performance lift. [Book a time](https://www.smashbrand.com/contact-us/) to discuss your project with our team. **Categories:** Design, More --- ### [Best Tools for Packaging Designers in 2026](https://www.smashbrand.com/articles/best-tools-for-packaging-designers/) **Published:** March 3, 2023 **Author:** Jason Vaught **Excerpt:** Learn how packaging design for garden products drives shelf choice, reduces shopper doubt, and boosts sales with data-backed best practices. **Categories:** Design **Post Types:** Article --- ## Pages ### [Packaging Design Agency](https://www.smashbrand.com/) **Published:** May 1, 2026 **Author:** Mary Marnell --- ### [Results](https://www.smashbrand.com/work/) **Published:** October 14, 2024 **Author:** Mary Marnell --- ### [Atlas Landing Page](https://www.smashbrand.com/atlas/) **Published:** June 29, 2026 **Author:** Mary Marnell --- ### [CPG Branding Agency](https://www.smashbrand.com/branding/) **Published:** December 4, 2024 **Author:** Jason Vaught --- ### [Shopping 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Agency](https://www.smashbrand.com/industries/salad-dressing-packaging-design/) **Published:** April 16, 2026 **Author:** Milos --- ### [Guacamole Packaging Design Agency](https://www.smashbrand.com/industries/guacamole-packaging-design/) **Published:** April 10, 2026 **Author:** Milos --- ### [Hummus Packaging Design Agency](https://www.smashbrand.com/industries/hummus-packaging-design/) **Published:** April 10, 2026 **Author:** Milos --- ### [Hot Sauce Packaging Design Agency](https://www.smashbrand.com/industries/hot-sauce-packaging-design/) **Published:** April 3, 2026 **Author:** Milos --- ### [Salsa Packaging Design Agency](https://www.smashbrand.com/industries/salsa-packaging-design/) **Published:** April 3, 2026 **Author:** Milos --- ### [Packaging design agency for brands selling into Whole Foods](https://www.smashbrand.com/industries/whole-foods-packaging-design/) **Published:** December 8, 2025 **Author:** Milos --- ### [Packaging design agency for brands selling into Kroger](https://www.smashbrand.com/industries/kroger-packaging-design/) **Published:** December 8, 2025 **Author:** Milos --- ### [Packaging design agency for brands selling into CVS](https://www.smashbrand.com/industries/cvs-packaging-design/) **Published:** December 8, 2025 **Author:** Milos --- ### [Packaging design agency for brands selling into Target](https://www.smashbrand.com/industries/target-packaging-design/) **Published:** December 8, 2025 **Author:** Milos --- ### [Packaging design agency for brands selling into Walgreens](https://www.smashbrand.com/industries/walgreens-packaging-design/) **Published:** December 8, 2025 **Author:** Milos --- ### [Dietary Supplement Packaging Design Agency](https://www.smashbrand.com/industries/dietary-supplement-packaging-design/) **Published:** October 2, 2025 **Author:** Jason Vaught --- ### [Seafood Packaging Design Agency](https://www.smashbrand.com/industries/seafood-packaging-design/) **Published:** March 27, 2026 **Author:** Milos --- ### [Gummy Candy Packaging Design Agency](https://www.smashbrand.com/industries/gummy-candy-packaging-design/) **Published:** March 27, 2026 **Author:** Milos --- ### [Cookies Packaging Design Agency](https://www.smashbrand.com/industries/cookies-packaging-design/) **Published:** March 20, 2026 **Author:** Milos --- ### [Cracker Snack Packaging Design Agency](https://www.smashbrand.com/industries/cracker-snack-packaging-design/) **Published:** March 20, 2026 **Author:** Milos --- ### [Mac and Cheese Packaging Design Agency](https://www.smashbrand.com/industries/mac-and-cheese-packaging-design/) **Published:** March 13, 2026 **Author:** Milos --- ### [Pancake Packaging Design Agency](https://www.smashbrand.com/industries/pancake-packaging-design/) **Published:** March 13, 2026 **Author:** Milos --- ### [Pasta Sauce Packaging Design Agency](https://www.smashbrand.com/industries/pasta-sauce-packaging-design/) **Published:** March 6, 2026 **Author:** Milos --- ### [Ramen Packaging Design Agency](https://www.smashbrand.com/industries/ramen-packaging-design/) **Published:** March 6, 2026 **Author:** Milos --- ### [Rice Packaging Design Agency](https://www.smashbrand.com/industries/rice-packaging-design/) **Published:** February 27, 2026 **Author:** Milos --- ### [Rice Cake Packaging Design Agency](https://www.smashbrand.com/industries/rice-cake-packaging-design/) **Published:** February 27, 2026 **Author:** Milos --- ### [Jerky Packaging Design Agency](https://www.smashbrand.com/industries/jerky-packaging-design/) **Published:** February 20, 2026 **Author:** Milos --- ### [OTC Brands Packaging Design Agency](https://www.smashbrand.com/industries/otc-packaging-design/) **Published:** February 27, 2026 **Author:** Milos --- ### [Fruit Snacks Packaging Design Agency](https://www.smashbrand.com/industries/fruit-snacks-packaging-design/) **Published:** February 20, 2026 **Author:** Milos --- ### [Chocolate Packaging Design Agency](https://www.smashbrand.com/industries/chocolate-packaging-design/) **Published:** February 20, 2026 **Author:** Milos --- ### [Bottled Water Packaging Design Agency](https://www.smashbrand.com/industries/bottled-water-packaging-design/) **Published:** February 17, 2026 **Author:** Milos --- ### [Nutrition Bar Packaging Design Agency](https://www.smashbrand.com/industries/nutrition-bar-packaging-design/) **Published:** February 13, 2026 **Author:** Milos --- ### [Trail Mix Packaging Design Agency](https://www.smashbrand.com/industries/trail-mix-packaging-design/) **Published:** February 13, 2026 **Author:** Milos --- ### [Candy Packaging Design Agency](https://www.smashbrand.com/industries/candy-packaging-design/) **Published:** February 13, 2026 **Author:** Milos --- ### [Diaper Packaging Design Agency](https://www.smashbrand.com/industries/diaper-packaging-design/) **Published:** February 6, 2026 **Author:** Milos --- ### [Deodorant Packaging Design Agency](https://www.smashbrand.com/industries/deodorant-packaging-design/) **Published:** February 6, 2026 **Author:** Milos --- ### [Feminine Hygiene Packaging Design Agency](https://www.smashbrand.com/industries/feminine-hygiene-packaging-design/) **Published:** February 5, 2026 **Author:** Milos --- ### [Granola Packaging Design Agency](https://www.smashbrand.com/industries/granola-packaging-design/) **Published:** January 9, 2026 **Author:** Milos --- ### [Pretzel Packaging Design Agency](https://www.smashbrand.com/industries/pretzel-packaging-design/) **Published:** January 28, 2026 **Author:** Milos --- ### [Pasta Packaging Design Agency](https://www.smashbrand.com/industries/pasta-packaging-design/) **Published:** January 28, 2026 **Author:** Milos --- ### [Chip Packaging Design Agency](https://www.smashbrand.com/industries/chip-packaging-design/) **Published:** January 23, 2026 **Author:** Milos --- ### [Oatmeal Packaging Design Agency](https://www.smashbrand.com/industries/oatmeal-packaging-design/) **Published:** January 23, 2026 **Author:** Milos --- ### [Popcorn Packaging Design Agency](https://www.smashbrand.com/industries/popcorn-packaging-design/) **Published:** January 19, 2026 **Author:** Milos --- ### [Cereal Packaging Design Agency](https://www.smashbrand.com/industries/cereal-packaging-design/) **Published:** January 19, 2026 **Author:** Milos --- ### [Protein Bar Packaging Design Agency](https://www.smashbrand.com/industries/protein-bar-packaging-design/) **Published:** January 9, 2026 **Author:** Milos --- ### [Consumer Durables Packaging Design Agency](https://www.smashbrand.com/industries/consumer-durables-packaging-design/) **Published:** September 25, 2025 **Author:** Jason Vaught --- ### [Packaging design agency for brands selling into Walmart](https://www.smashbrand.com/industries/walmart-packaging-design/) **Published:** December 8, 2025 **Author:** Milos --- ### [Packaging design agency for brands selling into Sam's Club](https://www.smashbrand.com/industries/sams-club-packaging-design/) **Published:** December 8, 2025 **Author:** Milos --- ### [Packaging design agency for brands selling into Costco](https://www.smashbrand.com/industries/costco-packaging-design/) **Published:** December 8, 2025 **Author:** Milos --- ### [Packaging design agency for brands selling into Amazon](https://www.smashbrand.com/industries/amazon-packaging-design/) **Published:** December 8, 2025 **Author:** Milos --- ### [Packaging design agency for brands selling into Publix](https://www.smashbrand.com/industries/publix-packaging-design/) **Published:** December 8, 2025 **Author:** Milos --- ### [Rebranding Agency](https://www.smashbrand.com/rebranding/) **Published:** November 22, 2024 **Author:** Jason Vaught --- ### [About](https://www.smashbrand.com/about/) **Published:** June 17, 2020 **Author:** Jason Vaught --- ### [About you](https://www.smashbrand.com/about-you/) **Published:** October 14, 2024 **Author:** Mary Marnell --- ### [Testing](https://www.smashbrand.com/testing/) **Published:** October 22, 2024 **Author:** Mary Marnell --- ### [Innovation](https://www.smashbrand.com/innovation/) **Published:** October 21, 2024 **Author:** Mary Marnell --- ### [Positioning](https://www.smashbrand.com/positioning/) **Published:** October 21, 2024 **Author:** Mary Marnell --- ### [Spirits Packaging Design Agency](https://www.smashbrand.com/industries/spirits-packaging-design/) **Published:** November 25, 2025 **Author:** Milos --- ### [Laundry Packaging Design Agency](https://www.smashbrand.com/industries/laundry-packaging-design/) **Published:** November 24, 2025 **Author:** Milos --- ### [Cleaning Product Packaging Design Agency](https://www.smashbrand.com/industries/cleaning-product-packaging-design/) **Published:** November 20, 2025 **Author:** Milos --- ### [Protein Powder Packaging Design Agency](https://www.smashbrand.com/industries/protein-powder-packaging-design/) **Published:** November 20, 2025 **Author:** Milos --- ### [Vitamins Packaging Design Agency](https://www.smashbrand.com/industries/vitamins-packaging-design/) **Published:** November 17, 2025 **Author:** Milos --- ### [Dairy Packaging Design Agency](https://www.smashbrand.com/industries/dairy-packaging-design/) **Published:** November 10, 2025 **Author:** Milos --- ### [Baby Product Packaging Design Agency](https://www.smashbrand.com/industries/baby-product-packaging-design/) **Published:** November 10, 2025 **Author:** Milos --- ### [Snack Packaging Design Agency](https://www.smashbrand.com/industries/snack-packaging-design/) **Published:** November 6, 2025 **Author:** Milos --- ### [Plant-Based Packaging Design Agency](https://www.smashbrand.com/industries/plant-based-packaging-design/) **Published:** October 27, 2025 **Author:** Milos --- ### [Sexual Wellness Packaging Design Agency](https://www.smashbrand.com/industries/sexual-wellness-packaging-design/) **Published:** November 5, 2025 **Author:** Milos --- ### [CBD Packaging Design Agency](https://www.smashbrand.com/industries/cbd-packaging-design/) **Published:** October 24, 2025 **Author:** Milos --- ### [Produce Packaging Design Agency](https://www.smashbrand.com/industries/produce-packaging-design/) **Published:** October 23, 2025 **Author:** Milos --- ### [Oral Care Packaging Design Agency](https://www.smashbrand.com/industries/oral-care-packaging-design/) **Published:** October 20, 2025 **Author:** Milos --- ### [Pet Packaging Design Agency](https://www.smashbrand.com/industries/pet-packaging-design/) **Published:** August 12, 2025 **Author:** Jason Vaught --- ### [Energy Drink Packaging Design Agency](https://www.smashbrand.com/industries/energy-drink-packaging-design/) **Published:** September 15, 2025 **Author:** Jason Vaught --- ### [Nutraceutical Packaging Design Agency](https://www.smashbrand.com/industries/nutraceutical-packaging-design/) **Published:** October 1, 2025 **Author:** Jason Vaught --- ### [Frozen Food Packaging Design Agency](https://www.smashbrand.com/industries/frozen-food-packaging-design/) **Published:** October 9, 2025 **Author:** Milos --- ### [Alcohol Packaging Design Agency](https://www.smashbrand.com/industries/alcohol-packaging-design/) **Published:** October 14, 2025 **Author:** Milos --- ### [Contact](https://www.smashbrand.com/contact-us/) **Published:** October 11, 2024 **Author:** Mary Marnell --- ### [What We Do](https://www.smashbrand.com/what-we-do/) **Published:** October 19, 2024 **Author:** Mary Marnell --- ### [Brand Design](https://www.smashbrand.com/brand-design/) **Published:** October 21, 2024 **Author:** Mary Marnell --- ### [Kevin Meeting](https://www.smashbrand.com/kevin-meeting/) **Published:** August 4, 2020 **Author:** Jason Vaught **Content:** --- ### [Category Baseline Test](https://www.smashbrand.com/testing/preformance-category-baseline-test/) **Published:** October 23, 2024 **Author:** Mary Marnell --- ### [Purchase Intent Testing](https://www.smashbrand.com/testing/preformance-purchase-intent-testing/) **Published:** October 22, 2024 **Author:** Mary Marnell --- ### [Package Design Diagnostic Test](https://www.smashbrand.com/testing/preformance-package-design-test/) **Published:** October 23, 2024 **Author:** Mary Marnell --- ### [Pack Words Testing](https://www.smashbrand.com/testing/preformance-pack-words-testing/) **Published:** October 23, 2024 **Author:** Mary Marnell --- ### [CPG Brand Development Agency](https://www.smashbrand.com/development/) **Published:** December 5, 2024 **Author:** Jason Vaught --- ### [Brand & Product Naming Agency](https://www.smashbrand.com/brand-product-naming/) **Published:** December 5, 2024 **Author:** Jason Vaught --- ### [Competitive Product Audits](https://www.smashbrand.com/innovation/competitive-product-audits/) **Published:** November 13, 2024 **Author:** Jason Vaught --- ### [Market Mapping Services](https://www.smashbrand.com/positioning/market-mapping-services/) **Published:** November 14, 2024 **Author:** Jason Vaught --- ### [Growth Consumer Targeting Services](https://www.smashbrand.com/positioning/growth-consumer-targeting-services/) **Published:** November 14, 2024 **Author:** Jason Vaught --- ### [Competitive Analysis](https://www.smashbrand.com/positioning/competitive-analysis/) **Published:** November 13, 2024 **Author:** Jason Vaught --- ### [Retail Audit Services](https://www.smashbrand.com/positioning/retail-audit-services/) **Published:** November 13, 2024 **Author:** Jason Vaught --- ### [Value Proposition](https://www.smashbrand.com/positioning/value-proposition/) **Published:** November 13, 2024 **Author:** Jason Vaught --- ### [Archetype Development](https://www.smashbrand.com/positioning/archetype-development/) **Published:** November 13, 2024 **Author:** Jason Vaught --- ### [Brand Personality](https://www.smashbrand.com/positioning/brand-personality/) **Published:** November 13, 2024 **Author:** Jason Vaught --- ### [Brand Foundations](https://www.smashbrand.com/positioning/brand-foundations/) **Published:** November 13, 2024 **Author:** Jason Vaught --- ### [Innovation Platform Development](https://www.smashbrand.com/innovation/innovation-platform-development/) **Published:** November 12, 2024 **Author:** Jason Vaught --- ### [New Product Ideation](https://www.smashbrand.com/innovation/new-product-ideation/) **Published:** November 13, 2024 **Author:** Jason Vaught --- ### [Structural Packaging Design Agency](https://www.smashbrand.com/brand-design/structural-packaging-design-agency/) **Published:** November 12, 2024 **Author:** Jason Vaught --- ### [Ecommerce Assets](https://www.smashbrand.com/brand-design/ecommerce-assets/) **Published:** November 12, 2024 **Author:** Jason Vaught --- ### [Brand Activation Toolkits](https://www.smashbrand.com/brand-design/brand-activation-toolkits/) **Published:** November 12, 2024 **Author:** Jason Vaught --- ### [Pre-Production Services](https://www.smashbrand.com/brand-design/pre-production-services/) **Published:** November 12, 2024 **Author:** Jason Vaught --- ### [Copywriting Services](https://www.smashbrand.com/brand-design/copywriting-services/) **Published:** November 12, 2024 **Author:** Jason Vaught --- ### [Brand Identity Agency](https://www.smashbrand.com/brand-design/brand-identity-agency/) **Published:** October 23, 2024 **Author:** Mary Marnell --- ### [Brand Architecture Agency](https://www.smashbrand.com/brand-design/brand-architecture-agency/) **Published:** November 11, 2024 **Author:** Jason Vaught --- ### [Brand Style Guides](https://www.smashbrand.com/brand-design/brand-style-guides/) **Published:** November 12, 2024 **Author:** Jason Vaught --- ### [In-Store Marketing Services](https://www.smashbrand.com/brand-design/in-store-marketing-services/) **Published:** November 12, 2024 **Author:** Jason Vaught --- ### [Club Store Design Services](https://www.smashbrand.com/brand-design/club-store-design-services/) **Published:** November 12, 2024 **Author:** Jason Vaught --- ### [Nice Package](https://www.smashbrand.com/nice-package/) **Published:** January 9, 2024 **Author:** Jason Vaught **Content:** ## Get Your Hands On Our Newsletter NICE PACKAGE! A monthly newsletter that unpacks a critical topic in the FMCG & CPG industry. "\*" indicates required fields Phone This field is for validation purposes and should be left unchanged. Email\* Subscribe Every month we deliver an insight-driven newsletter directly to your inbox, unpacking an important topic in the FMCG & CPG industry.  --- ### [Privacy Policy](https://www.smashbrand.com/privacy-policy/) **Published:** June 12, 2020 **Author:** Jason Vaught **Content:** # Interpretation and Definitions ## Interpretation The words of which the initial letter is capitalized have meanings defined under the following conditions. The following definitions shall have the same meaning regardless of whether they appear in singular or in plural. ## Definitions For the purposes of this Privacy Policy: - **Account** means a unique account created for You to access our Service or parts of our Service. - **Company** (referred to as either “the Company”, “We”, “Us” or “Our” in this Agreement) refers to SmashBrand LLC, 3100 Lakeharbor Ln, Boise, ID 83703. - **Cookies** are small files that are placed on Your computer, mobile device or any other device by a website, containing the details of Your browsing history on that website among its many uses. - **Country** refers to: Idaho, United States - **Device** means any device that can access the Service such as a computer, a cellphone or a digital tablet. - **Personal Data** is any information that relates to an identified or identifiable individual. - **Service** refers to the Website. - **Service Provider** means any natural or legal person who processes the data on behalf of the Company. It refers to third-party companies or individuals employed by the Company to facilitate the Service, to provide the Service on behalf of the Company, to perform services related to the Service or to assist the Company in analyzing how the Service is used. - **Third-party Social Media Service** refers to any website or any social network website through which a User can log in or create an account to use the Service. - **Usage Data** refers to data collected automatically, either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit). - **Website** refers to SmashBrand, accessible from [https://www.smashbrand.com](https://www.smashbrand.com/) - **You** means the individual accessing or using the Service, or the company, or other legal entity on behalf of which such individual is accessing or using the Service, as applicable. ## Collecting and Using Your Personal Data ### Types of Data Collected #### Personal Data While using Our Service, We may ask You to provide Us with certain personally identifiable information that can be used to contact or identify You. Personally identifiable information may include, but is not limited to: - Email address - First name and last name - Phone number - Address, State, Province, ZIP/Postal code, City - Usage Data #### Usage Data Usage Data is collected automatically when using the Service. Usage Data may include information such as Your Device’s Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that You visit, the time and date of Your visit, the time spent on those pages, unique device identifiers and other diagnostic data. When You access the Service by or through a mobile device, We may collect certain information automatically, including, but not limited to, the type of mobile device You use, Your mobile device unique ID, the IP address of Your mobile device, Your mobile operating system, the type of mobile Internet browser You use, unique device identifiers and other diagnostic data. We may also collect information that Your browser sends whenever You visit our Service or when You access the Service by or through a mobile device. #### Tracking Technologies and Cookies We use Cookies and similar tracking technologies to track the activity on Our Service and store certain information. Tracking technologies used are beacons, tags, and scripts to collect and track information and to improve and analyze Our Service. You can instruct Your browser to refuse all Cookies or to indicate when a Cookie is being sent. However, if You do not accept Cookies, You may not be able to use some parts of our Service. Cookies can be “Persistent” or “Session” Cookies. Persistent Cookies remain on your personal computer or mobile device when You go offline, while Session Cookies are deleted as soon as You close your web browser. Learn more about cookies: [All About Cookies](https://www.termsfeed.com/blog/cookies/). We use both session and persistent Cookies for the purposes set out below: - **Necessary / Essential Cookies**Type: Session CookiesAdministered by: UsPurpose: These Cookies are essential to provide You with services available through the Website and to enable You to use some of its features. They help to authenticate users and prevent fraudulent use of user accounts. Without these Cookies, the services that You have asked for cannot be provided, and We only use these Cookies to provide You with those services. - **Cookies Policy / Notice Acceptance Cookies**Type: Persistent CookiesAdministered by: UsPurpose: These Cookies identify if users have accepted the use of cookies on the Website. - **Functionality Cookies**Type: Persistent CookiesAdministered by: UsPurpose: These Cookies allow us to remember choices You make when You use the Website, such as remembering your login details or language preference. The purpose of these Cookies is to provide You with a more personal experience and to avoid You having to re-enter your preferences every time You use the Website. For more information about the cookies we use and your choices regarding cookies, please visit our Cookies Policy or the Cookies section of our Privacy Policy. ## Use of Your Personal Data The Company may use Personal Data for the following purposes: - **To provide and maintain our Service**, including to monitor the usage of our Service. - **To manage Your Account:** to manage Your registration as a user of the Service. The Personal Data You provide can give You access to different functionalities of the Service that are available to You as a registered user. - **For the performance of a contract:** the development, compliance and undertaking of the purchase contract for the products, items or services You have purchased or of any other contract with Us through the Service. - **To contact You:** To contact You by email, telephone calls, SMS, or other equivalent forms of electronic communication, such as a mobile application’s push notifications regarding updates or informative communications related to the functionalities, products or contracted services, including the security updates, when necessary or reasonable for their implementation. - **To provide You** with news, special offers and general information about other goods, services and events which we offer that are similar to those that you have already purchased or enquired about unless You have opted not to receive such information. - **To manage Your requests:** To attend and manage Your requests to Us. We may share your personal information in the following situations: - **With Service Providers:** We may share Your personal information with Service Providers to monitor and analyze the use of our Service, to contact You. - **For Business transfers:** We may share or transfer Your personal information in connection with, or during negotiations of, any merger, sale of Company assets, financing, or acquisition of all or a portion of our business to another company. - **With Affiliates:** We may share Your information with Our affiliates, in which case we will require those affiliates to honor this Privacy Policy. Affiliates include Our parent company and any other subsidiaries, joint venture partners or other companies that We control or that are under common control with Us. - **With Business partners:** We may share Your information with Our business partners to offer You certain products, services or promotions. - **With other users:** when You share personal information or otherwise interact in the public areas with other users, such information may be viewed by all users and may be publicly distributed outside. If You interact with other users or register through a Third-Party Social Media Service, Your contacts on the Third-Party Social Media Service may see Your name, profile, pictures and description of Your activity. Similarly, other users will be able to view descriptions of Your activity, communicate with You and view Your profile. ## Retention of Your Personal Data The Company will retain Your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use Your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies. The Company will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of Our Service, or We are legally obligated to retain this data for longer time periods. ## Transfer of Your Personal Data Your information, including Personal Data, is processed at the Company’s operating offices and in any other places where the parties involved in the processing are located. It means that this information may be transferred to — and maintained on — computers located outside of Your state, province, country or other governmental jurisdiction where the data protection laws may differ than those from Your jurisdiction. Your consent to this Privacy Policy followed by Your submission of such information represents Your agreement to that transfer. The Company will take all steps reasonably necessary to ensure that Your data is treated securely and in accordance with this Privacy Policy and no transfer of Your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of Your data and other personal information. ## Disclosure of Your Personal Data ### Business Transactions If the Company is involved in a merger, acquisition or asset sale, Your Personal Data may be transferred. We will provide notice before Your Personal Data is transferred and becomes subject to a different Privacy Policy. ### Law enforcement Under certain circumstances, the Company may be required to disclose Your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency). ### Other legal requirements The Company may disclose Your Personal Data in the good faith belief that such action is necessary to: - Comply with a legal obligation - Protect and defend the rights or property of the Company - Prevent or investigate possible wrongdoing in connection with the Service - Protect the personal safety of Users of the Service or the public - Protect against legal liability ## Security of Your Personal Data The security of Your Personal Data is important to Us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While We strive to use commercially acceptable means to protect Your Personal Data, We cannot guarantee its absolute security. ## Your California Privacy Rights (California’s Shine the Light law) Under California Civil Code Section 1798 (California’s Shine the Light law), California residents with an established business relationship with us can request information once a year about sharing their Personal Data with third parties for the third parties’ direct marketing purposes. If you’d like to request more information under the California Shine the Light law, and if you are a California resident, You can contact Us using the contact information provided below. ## California Privacy Rights for Minor Users (California Business and Professions Code Section 22581) California Business and Professions Code section 22581 allow California residents under the age of 18 who are registered users of online sites, services or applications to request and obtain removal of content or information they have publicly posted. To request removal of such data, and if you are a California resident, You can contact Us using the contact information provided below, and include the email address associated with Your account. Be aware that Your request does not guarantee complete or comprehensive removal of content or information posted online and that the law may not permit or require removal in certain circumstances. ## Links to Other Websites Our Service may contain links to other websites that are not operated by Us. If You click on a third party link, You will be directed to that third party’s site. We strongly advise You to review the Privacy Policy of every site You visit. We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services. ## Changes to this Privacy Policy We may update our Privacy Policy from time to time. We will notify You of any changes by posting the new Privacy Policy on this page. We will let You know via email and/or a prominent notice on Our Service, prior to the change becoming effective and update the “Last updated” date at the top of this Privacy Policy. You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page. ## Contact Us If you have any questions about this Privacy Policy, You can contact us: - By email: hello@smashbrand.com --- ### [Investments](https://www.smashbrand.com/investments/) **Published:** January 27, 2022 **Author:** Jason Vaught --- ### [Positioning Scorecard](https://www.smashbrand.com/positioning-scorecard/) **Published:** October 14, 2023 **Author:** Jason Vaught **Content:**  # Positioning Scorecard ## Assess new brand positioning through an objective lens. Consumer feedback is only one of the components that should go into selecting a brand positioning. Your new positioning also needs to be something you can deliver on, and it should drive revenue. Selecting a new positioning can be a difficult decision to make, so we quantify the opportunities to enable an objective, holistic conversation between decision makers so everyone has conviction in the path forward.  --- ### [Smash Report](https://www.smashbrand.com/smash-report/) **Published:** June 28, 2023 **Author:** Jason Vaught **Content:** ## Get your hands on the SmashReport! ### And enter to win a FREE brand diagnosis worth $20,000 \*The SmashReport is a monthly newsletter for FMCG and CPG brands, helping them stand out in the competitive retail marketplace. \* indicates required Email Address \* Name \* Company var nameInput = document.getElementById('mce-NAME'); var emailInput = document.getElementById('mce-EMAIL'); var companyInput = document.getElementById('mce-COMPANY'); var name = nameInput.value.trim(); var email = emailInput.value.trim(); var company = companyInput.value.trim(); if (email) { // Push the data to the dataLayer window.dataLayer = window.dataLayer || \[\]; window.dataLayer.push({ event: 'join\_newsletter', user: { name: name, email: email, company: company } }); // Show a success message document.getElementById('mce-success-response').style.display = 'block'; document.getElementById('mce-success-response').innerHTML = 'Form submitted successfully.'; document.getElementById('mce-error-response').style.display = 'none'; // Send the form data to Mailchimp using AJAX var xhr = new XMLHttpRequest(); xhr.open(form.method, form.action, true); xhr.setRequestHeader('Content-Type', 'application/x-www-form-urlencoded'); xhr.onreadystatechange = function () { if (xhr.readyState === 4 && xhr.status === 200) { // Mailchimp request succeeded console.log('Form data sent to Mailchimp successfully.'); } }; xhr.send(new FormData(form)); } else { // Show an error message document.getElementById('mce-error-response').style.display = 'block'; document.getElementById('mce-error-response').innerHTML = 'Please fill in all the required fields.'; } }); Every month you will receive. Expert Insights from our team Data-driven category insights Industry insights from our blog  --- ### [Jason Meeting](https://www.smashbrand.com/jason-meeting/) **Published:** November 29, 2023 **Author:** Jason Vaught **Content:** --- ### [Discuss a Project](https://www.smashbrand.com/discuss-a-project/) **Published:** May 26, 2021 **Author:** Jason Vaught --- ### [Project Proposal Calendar](https://www.smashbrand.com/project-proposal-calendar/) **Published:** August 17, 2020 **Author:** Jason Vaught **Content:** --- ### [New Project](https://www.smashbrand.com/new-project/) **Published:** August 4, 2020 **Author:** Jason Vaught **Content:** --- ### [Michael-Meeting](https://www.smashbrand.com/michael-meeting/) **Published:** September 22, 2023 **Author:** Jason Vaught **Content:** --- ## Case Studies ### [MegaFood](https://www.smashbrand.com/work/megafood/) **Published:** July 17, 2026 **Author:** Jason Vaught --- ### [Kalera](https://www.smashbrand.com/work/kalera/) **Published:** April 18, 2024 **Author:** Jason Vaught --- ### [Promescent](https://www.smashbrand.com/work/promescent/) **Published:** April 18, 2024 **Author:** Jason Vaught --- ### [Blue Plate Mayonnaise](https://www.smashbrand.com/work/blue-plate-mayonnaise/) **Published:** April 18, 2024 **Author:** Jason Vaught --- ### [Nulo](https://www.smashbrand.com/work/nulo/) **Published:** April 18, 2024 **Author:** Jason Vaught --- ### [TreeTop](https://www.smashbrand.com/work/treetop/) **Published:** April 18, 2024 **Author:** Jason Vaught --- ### [Yucatan Guacamole](https://www.smashbrand.com/work/yucatan-guacamole/) **Published:** April 18, 2024 **Author:** Jason Vaught --- ### [G Fuel](https://www.smashbrand.com/work/g-fuel/) **Published:** April 18, 2024 **Author:** Jason Vaught --- ### [Ollie](https://www.smashbrand.com/work/ollie/) **Published:** April 18, 2024 **Author:** Jason Vaught --- ### [Earth Breeze](https://www.smashbrand.com/work/earth-breeze/) **Published:** April 18, 2024 **Author:** Mary Marnell --- ### [Red Gold](https://www.smashbrand.com/work/red-gold/) **Published:** October 24, 2024 **Author:** Jason Vaught --- ### [Aspire Energy](https://www.smashbrand.com/work/aspire-energy/) **Published:** April 18, 2024 **Author:** Jason Vaught --- ### [Zing Zang](https://www.smashbrand.com/work/zing-zang/) **Published:** October 24, 2024 **Author:** Jason Vaught --- ### [Groove Life](https://www.smashbrand.com/work/groove-life/) **Published:** October 24, 2024 **Author:** Jason Vaught --- ### [Vega](https://www.smashbrand.com/work/vega/) **Published:** December 12, 2024 **Author:** Jason Vaught --- ### [Bioray](https://www.smashbrand.com/work/bioray/) **Published:** April 23, 2025 **Author:** Jason Vaught --- ### [Wei-Chuan](https://www.smashbrand.com/work/wei-chuan-packaging-design-case-study/) **Published:** April 18, 2025 **Author:** Jason Vaught --- ### [Evamor](https://www.smashbrand.com/work/evamor/) **Published:** May 23, 2025 **Author:** Jason Vaught --- ### [30-Seconds](https://www.smashbrand.com/work/30-seconds/) **Published:** April 25, 2025 **Author:** Jason Vaught --- ### [Snuggle Puppy](https://www.smashbrand.com/work/snuggle-puppy/) **Published:** March 14, 2025 **Author:** Jason Vaught --- ### [SquarePet](https://www.smashbrand.com/work/squarepet/) **Published:** July 8, 2025 **Author:** Jason Vaught --- ### [Todd's Better Snacks](https://www.smashbrand.com/work/todds-better-snacks/) **Published:** July 8, 2025 **Author:** Jason Vaught --- ### [Tailwind Nutrition](https://www.smashbrand.com/work/tailwind-nutrition/) **Published:** May 23, 2025 **Author:** Jason Vaught --- ### [WhistlePig](https://www.smashbrand.com/work/whistlepig/) **Published:** July 8, 2025 **Author:** Jason Vaught --- ### [Feather & Tail](https://www.smashbrand.com/work/feather-and-tail/) **Published:** July 8, 2025 **Author:** Jason Vaught --- ### [WildPaw](https://www.smashbrand.com/work/wildpaw/) **Published:** July 10, 2025 **Author:** Jason Vaught --- ### [Anything Butt](https://www.smashbrand.com/work/anything-butt/) **Published:** July 10, 2025 **Author:** Jason Vaught --- ### [sWheat Scoop](https://www.smashbrand.com/work/swheat-scoop/) **Published:** August 1, 2025 **Author:** Jason Vaught --- ### [Rythm](https://www.smashbrand.com/work/rythm/) **Published:** August 8, 2025 **Author:** Jason Vaught --- ### [Feynlab](https://www.smashbrand.com/work/feynlab/) **Published:** August 8, 2025 **Author:** Jason Vaught --- ### [Gut Hydrations](https://www.smashbrand.com/work/gut-hydrations/) **Published:** August 8, 2025 **Author:** Jason Vaught --- ### [Fresh Scents](https://www.smashbrand.com/work/fresh-scents/) **Published:** August 22, 2025 **Author:** Jason Vaught --- ### [Barkley's Bag](https://www.smashbrand.com/work/barkleys-bag/) **Published:** October 22, 2025 **Author:** Jason Vaught --- ### [TubShroom](https://www.smashbrand.com/work/tubshroom/) **Published:** October 22, 2025 **Author:** Jason Vaught --- ### [Weiman](https://www.smashbrand.com/work/weiman/) **Published:** November 13, 2025 **Author:** Jason Vaught --- ### [Rello](https://www.smashbrand.com/work/rello/) **Published:** December 12, 2025 **Author:** Jason Vaught --- ### [Earthkind](https://www.smashbrand.com/work/earthkind/) **Published:** February 19, 2026 **Author:** Jason Vaught --- ### [Sky & Sol](https://www.smashbrand.com/work/sky-sol/) **Published:** April 10, 2026 **Author:** Jason Vaught --- ### [Everie](https://www.smashbrand.com/work/everie/) **Published:** July 30, 2026 **Author:** Jason Vaught --- ### [OXO Outdoor](https://www.smashbrand.com/work/oxo-outdoor/) **Published:** July 17, 2026 **Author:** Jason Vaught --- ### [Pioneer Pastures](https://www.smashbrand.com/work/pioneer-pastures/) **Published:** September 12, 2025 **Author:** Jason Vaught --- ### [Born Simple](https://www.smashbrand.com/work/born-simple/) **Published:** February 17, 2026 **Author:** Jason Vaught --- ### [Sunbrella](https://www.smashbrand.com/work/sunbrella/) **Published:** March 14, 2025 **Author:** Jason Vaught --- ### [Defending market share with ownable packaging.](https://www.smashbrand.com/work/defending-market-share-with-ownable-branding-and-packaging/) **Published:** July 18, 2020 **Author:** Jason Vaught **Content:** # Defending market share with ownable packaging. Duracell, the leading battery manufacturer, came to us to help them recharge their packaging by standing out from a crowd of copycats and improving brand recall.   ## The Challenge Duracell is an iconic, household brand needing no introduction. Despite the strength of their long-standing brand and quality of their product, they face continued and increased competition and desired to explore design concepts that could maintain the iconic feel of their coppertop battery, while modernizing and refreshing the brand for the shift in socio demographics for the next decade and beyond. ### The Brief ## Improve brand affinity with ownable packaging. Duracell needed to defend their position as the go-to battery brand. To do that, they wanted us to explore packaging that would stand out on the shelf while remaining true to the globally-recognized product. ### Case Study ## How can leading brands defend themselves from imitators and maintain their market share? Imitation may be the highest form of flattery, but when private labels start diluting your brand and eating into your market share, it’s the last thing you want. Our challenge was to create packaging true to Duracell’s brand and prevent imitation. We leaned into the core of Duracell’s identity, the parts that couldn’t be copied, and let those inform the eventual packaging design exploration. The key was to communicate a sense of quality that other brands couldn’t emulate.  ### What We Did ## The Process ### Brand Strategy Creating an ownable brand means using unique, unimatable design elements. For Duracell, that was their iconic copper top. We decided to build the packaging concepts around that, using Duracell’s instantly recognizable black and copper color scheme to stand out. ### Packaging Design On top of the black and copper design, we added different colors for different product lines, making it easier for consumers to choose the right battery. We included visual cues to make people think about what’s inside the battery, and the quality of Duracell. ### Leveraging Equity Duracell needed high levels of brand recall so our designs focused on reinforcing the trust with their iconic black and copper colors and creating visual cues to drive the attention and visual disruption though distinctive assets.      “## Smash will push you past your comfort limit in efforts to drive a true breakthrough experience for your brand. Dan Cosgrove Duracell North America  ## Let’s talk about you. [ Discuss a Project Discuss a Project ](https://www.smashbrand.com/discuss-a-project/) --- ### [Jar Joy](https://www.smashbrand.com/work/rebranding-to-retain-shelf-position-and-increase-product-trial/) **Published:** December 15, 2023 **Author:** Jason Vaught --- ### [Attracting millennials to private label.](https://www.smashbrand.com/work/attracting-millennials-by-refreshing-a-private-label-brand/) **Published:** July 25, 2020 **Author:** Jason Vaught **Content:** # Attracting millennials to a private label brand. 7-Eleven is a national chain of convenience stores. They approached us to give their prepaid debit cards a brand refresh with the aim of targeting a younger demographic and overcoming the stigma associated with the product.   ## The Results Our brand refresh led to a 63% increase in purchase intent, and 18% improvement in perceived SKU differentiation, meaning lower purchase friction and better sales. 63% Increase in purchase intent with millennials. 18% Increase in percieved SKU differenciation. ### The Brief ## Refresh the brand and attract millennials. 7-Eleven recognized a stigma among millennials when it came to their prepaid debit card. They needed to breathe new life into the product with a brand refresh and a new rewards program. ### The Challenge ## How can you refresh an old private label brand to attract a millennial audience? Out with the old, in with the new. As new demographics become your target customers, you need to adapt. The challenge we faced was how we could redesign a tired brand to overcome the stigma that millennials held on to. Prepaid cards were traditionally seen as a shameful sign that you couldn’t get credit or open a bank account. We realized that by making the brand more fun and focused on the rewards program, we could focus attention on the positives.  ### What We Did ## The Process ### Brand Strategy As far as millennials are concerned, prepaid debit cards are a relic from a bygone era. It quickly became apparent that we needed to steer away from the stigma and lean into the new rewards program. To attract younger consumers, we needed to add a sense of fun. ### Packaging Design Our first task was to bring the old brand into the 21st Century. We used a modern design with big visuals and clear messaging. We then made it more fun by adding bright pops of color that would resonate with millennials, and females in particular. ### Consumer Testing Initial affinity testing suggested our packaging design created a tight-knit connection with the brand. The real test was whether we would avoid the purchase barriers, and results suggested we were able to navigate away from them and remove the stigma.       ## Let’s talk about you. [ Discuss a Project Discuss a Project ](https://www.smashbrand.com/discuss-a-project/) --- ## Categories ### [Innovation](https://www.smashbrand.com/category/innovation/) **Description:** CPG innovation insights on brand extensions, new product development and earning brand permission before you stretch. Read our innovation articles. --- ### [Positioning](https://www.smashbrand.com/category/positioning/) **Description:** Brand and category positioning strategies that win shelf space, lift purchase intent and set CPG brands apart. Read our positioning insights. --- ### [Category Insights](https://www.smashbrand.com/category/category-insights/) **Description:** Category teardowns and consumer research on how packaging, hierarchy and messaging drive shelf choice across CPG categories. Read our category insights. --- ### [NICE PACKAGE](https://www.smashbrand.com/category/nice-package/) **Description:** NICE PACKAGE: SmashBrand's take on the packaging decisions driving shopper behavior, from white space and hierarchy to shelf standout. Read the latest. --- ### [Shopping With Christy](https://www.smashbrand.com/category/shopping-with-christy/) **Description:** Christy Lebor walks the aisle to break down what real packaging gets right and wrong, from brand extensions to shelf hierarchy. Shopping With Christy. --- ### [Category Insights](https://www.smashbrand.com/category/shopping-with-christy/category-insights-shopping-with-christy/) **Description:** Category teardowns from the aisle: how brand blocking, color ownership and hierarchy decide which packs win shelf space. Category insights from Christy. --- ## Post Types ### [Article](https://www.smashbrand.com/posttype/article/) **Description:** Insights on packaging design, brand positioning, innovation and consumer testing for CPG and FMCG brand teams. Browse all SmashBrand articles. --- ### [White Paper](https://www.smashbrand.com/posttype/white-paper/) **Description:** In-depth CPG white papers on product repositioning, packaging performance and consumer testing. Download SmashBrand research and frameworks. ---