Branders Magazine Issue 5 - November 2015

2 Branders • NOVEMBER • 2015

branders • NOVEMBER • 2015 3


There’s no doubt that the first impression is the most important one and the one that we remember the most. We can definitely apply that concept to a lot of things, and with Branding theres no exception...!

That’s s one of the reasons we decided to dedicate this edition to Packaging.For this new issue, we have on our cover David Tyreman, strategist, consultant,

Speaker and brand creator of: “WORLD FAMOUS: How to give your business a kick-ass brand identity”. He shared with us some of his stories in the Branding industry and we also had the chance to discuss with him the three key elements we have to consider when building a brand. (Differentiation, Disruption & Deliver).Three points that fit perfectly with the main subject we will be dedicating this edition: Packaging.

In this third edition we wanted Branders Magazine to specialize in Packaging, a topic that in the world of brands has shown an incredible evolution, the packaging is not longer a simple component of the product, the strategy has shifted. Nowadays costumers are more perceptive to visual aesthetics. Everything thats memorable comes through the eyes, an eye-catching packaging convince consumers to acquire the product, a good first impression captivates the costumers attention. So it is very important to make sure we also have a packaging strategy that capture the customer attention from the very first moment our clients get in touch with our products.

But what is packaging? If we consult the literature, the definition would be product packaging, the material used to wrap or protect a product.

Since the original idea of packaging, the concept has evolved so much that we now use it as a marketing strategy!

We talked with experts in the subject and they shared with us the importance of packaging. They showed us their incredible work .

In my opinion and from experience in working in the Marketing industry, packaging is a very powerful tool, an attractive quality of a product that really helps to take the product to the next level. It has an almost instant impact in our brains. So we need to learn how to use this tool and learn how to incorporate it as part of our overall strategy within our companies.

Lets see what each of the experts have to say about it so we can form a more educated opinion and lets the discussion begin!

Thank you very much and welcome to Branders Magazine Issue 5.

Founder - CEOLuis Fernando Vergara

C O N T R I B U T O R SWithout the help of these leading experts it would not have been possible to produce this excellent issue. My sincere thanks to:

Everything startsDavid Tyreman

Hernán Braberman

Adrian Pierini

Daniela Calle

Saaid Jamis

Download Branders from ISSUU APP on APPLE STORE and GOOGLE PLAY

Strategist, Speaker and specialized consul-tant Branding, author of World Famous, he has helped to big brands like Ralph Lauren, Nike, Guess and Disney to differentiate and have an identity in the market.

Hernán leads the design 2D & 3D team from Tridimage, building brand identity for major companies in Latin American. His work has won many awards, including 4 Pentawards and 6 A’Design Awards..

He has over 20 years of experience and a great career in Argentina, United States and Mexico. He is the founder of Pierini Partners, a consulting firm that specializes in Stratregic Design with a global projection.

Industrial designer from Pontifical Bolivarian University. She has worked as the Head of Design in Thermal Engineering Packaging and today she’s part the team of Expertos En Marca as head of Brand Identity.

Business Manager, Strategic Marketing spe-cialist from EAFIT University. With experience in Marketing Research & Consumer Studies in Colombia.

Editor’s letter:

Contact in Latin America:

Luis Fernando Vergara

+(571) 313 891 5287

[email protected]

Bogota - Colombia

Our Brands:

Contact in North America:

Carolina Gomez

+(1514) 716 1354

[email protected]

Montreal - Canada



C O N T E N T / NOVEMBER 2015

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DAVID TYREMAN

COVER

World FamousStrategist, consultant, brand expert, in this edition, he talks about three key elements that help understand and achieve our Branding strategies.


2630HERNÁN BRABERMAN

4 EDITORIAL

8 BrandkingsThe best packaging design blogs of 2015 you should be following.

10 identiTYRamon Bilbao has gone through a re-branding process with the help of Interbrand. The consulting firm specialized in Branding has undertaken a 360º process for the brand.

12 OPINIONWays to innovate through Packaging

22 OPINION Packaging as a marketing tool.

pACKAGING

34 BRANDTERTAINMENT

35 BRANDTualidad

36 BIOScott Bedbury

Latin America bets on 3D Branding

ADRIÁN PIERINIMass Packaging vs Super Premium Packaging

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22CEO: Luis Fernando Vergara - [email protected]: Carolina Gomez - [email protected] in Chief: Santiago Escobar - [email protected] Proofreader: Guillermo Moran RobledoJournalists: Saiid Jamis - Guillermo Moran RobledoDesign: Vrandgroup S.A

The contents of this publication is exclusive and opinions expressed are responsibility of the authors. Reproduction from the contents of this publication is prohibited without authorization.

3D BRANDING

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BRANDS RANKINGS EXPERIENCIES

PACKAGING DESIGN BLOGS IN 2015

thedieline.com

lovelypackage.com

packagingoftheworld.com

Sometimes we just need some inspiration and what better way to get some ideas than by observing some of the great work that has been done worldwide by innovative firms in different areas.Therefore we thought that it would be very interesting to review the packaging design blogs more fantastic and inspiring of 2015.

FFounded in 2007, The Dieline, is the brainchild of Andrew Gibbs, who sought daily inspiration while he was working as a production artist in the containers line. He felt the packaging design industry lacked sources of inspiration.He began cataloging packaging by google images or taking pictures of packaging on the stores shelves.The web remains a source of industry package design, marking the beginning of a new wave of designers and enthusiasts.

The clichéd adage, “A picture is worth a thousand words,” applies to Lovely Package’s blog posts. Each blog entry is accompanied by a simple but powerful image that captures some of the most attractive and effective packaging designs.

Packaging of the World is a good stop for quick bursts of inspiration. The site curates anything from student designs to retail packaging designs.

Source:CATHALPA

http://blog.catalpha.com/top-10-packaging-de-sign-blogs-of-2015-need-inspiration-look-here

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cr8id.com

thepackagingdesignblog.com

designer-daily.com

packagedesignmag.com

packagingdigest.com

core77.com

packagingserved.comCreateID does not want to define the universal formula for which packaging design works. They simply collect the examples that best showcase what’s inexplicable – the feeling of reaching peaks of creativity.

The Packaging Design Blog has somewhat become defunct over the last year or so, but their archive is still a fantastic source of inspiration.

Maintained by a Swiss graphic and web designer, Designer Daily chronicles designs, thoughts, and best practices useful in a designer’s everyday life. The blog is not strictly on packaging design, but when you look at how everything around you incorporates design, it’ll broaden your horizons and change the way you approach your design process.

Package Design is a multi-faced online magazine that discusses anywhere from the best packaging design to what materials and effects to use. The magazine hosts a thought series called “Package Design Matters” where they speak with some of the thought leaders in the fields of branding, design and marketing of consumer packaged goods.

Is not just a curation of noteworthy designs in the industry (although they do have plenty of that). It’s an ever-evolving blog of deep issues such as women in packaging design, New York banning EPS containers and packaging peanuts, etc.

If you want inspiration from an unexpected source, try Core77. Its focus is on industrial and product design that will have you think long and hard about what makes for a practical design.

This blog curates works from the leading designers of Behance, Adobe’s online showcase platform. You’ll be inspired by the custom product packaging designs from all over the world, from a lunch box design in Korea to Hennessey flask sleeves in Spain.

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IDENTITY/ PACKAGING / PROJECTS / RETAIL

Ramón Bilbao winery requested Interbrand to develop a new brand strategy and the revitalization of their visual

identity. With this goal in mind the process began with a market and consumer diagnosis and a study from the old brand from Bodegas Ramon Bilbao. Once they collected the needs of the winery and

analyzed its market position, they designed the brand positioning and its architecture that brought up a whole new universe in terms of expression.

Due to the innovative nature and the desire to constantly move forward from the winery. They have chosen the “Explorer” as the best archetype to help articulate this new stage of the brand.

They have also made efforts to contribute to the international expansion strategy by creating a graphic and conceptual universe based on the ideas of: Challenges of an adventure and discovery of new places.

A brand idea: “The journey begins here “, it has become the corporate slogan for Ramon Bilbao, An statement filled with intrigue that suggests feat and origin.

Ramón Bilbao represents the Explorer from the XXI century, a person with charisma who has traveled the world but feels that there still things to discover and therefore, always looking to start a new journey.

Ramón Bilbao is always willing to discover world. But he wonders, How can he afford such an expensive trip?

One day, whole observing “Candles” one of his best bottles, he found the answer: “The wine will be his exchange currency”. For months he dedicated his time to calculate routes, winds, temperatures, his best wines for the expedition. And in the spring of 1924 e departed to foreign lands.

He exchanges his wines for transport tickets, bullock carts, camels, elephants, balloons, blimps, incre dible boats ... And after “tasting 90 countries” according to his own words, Ramon Bilbao returns to his beloved Rioja where surprisingly, his wines are getting more appreciation, like never before!

They have modified the logo to better graphically synthesize the values of the new brand and everything that it must represents.

An Intense Taste Of AdventureRAMON BILBAO HAS GONE THROUGH A RE-BRANDING PROCESS WITH THE HELP OF INTERBRAND. THE CONSULTING FIRM SPECIALIZED IN BRANDING HAS UNDERTAKEN A 360º PROCESS FOR THE BRAND.

SPONSORED CONTENT


The design is an evolution of the iconic recognizable graphics from Ramón Bilbao. The idea is a transformation to something more timeless, modern and legible.

The monogram evolves from the existing one, using the acronyms “RB”. The graphic elements are compacted with the aid of a circumference, giving the set the character and tradition from a “heraldic seal”.

The Technological awakening of the industrial revolution of the early twentieth century is the chosen era to detonate the imaginary graphic from Ramón Bilbao that takes us to the time when the world was vast and unexplored.

Engraved illustrations represent different stages of a great great trip that Ramon Bilbao did and other gadgets like hot air balloons and other amazing transportation methods and legacy objects related to the wine industry carefully chosen depending on the type of wine.

The brand personality, restless and courageous, it gets humanize with this character who also has its own name and It is portrayed following a decalogue of basic graphic rules with a set style that must show elements of the world of wine, elements that should transmit the attitude of the brand, the implicit touch of fantasy, etc.

These illustrations have consolidated the 360o rebranding project and are

being used in various contact points like packaging, digital communication, visual merchandising, advertising, events and promotions.

We can see some of those illustrations on the bottles as stamp on characteristic double label from this wine brand. Photographs were made using still life techniques showing the product timeless scenes to recreate the exotic, mysterious and exciting adventure.

A giant promotional poster made with several stamps and shows the different stages of the journey that the main character did.

“We are delighted with this, because it transmit the perfect balance between

tradition and innovation, something intrinsic to our brand values, “concluded Rodolfo Bastida, General Director of the winery.

Carlos Magro, Creative Director of Interbrand argues that “the main challenge of the project was to set the design to a brand with a great projection but taken into account the brand legacy, a brand with a tradition of more than 90 years.

Retrieving the audacity of the founder was the starting point of everything and engraving it has been the vehicle that portrays his graphic because it brings history and gives the romance and detail we needed to give the brand that touch of an adventurous soul vibe.



Definitely one of the Main objectives of “Packaging” is to sell more or, increase the business profitability. It’s not just a matter of aesthetic,

looking for the best design, containing all the trends time by a minimalist art. The packing is virtually the one who contains, protects, preserves, transports, informs and sells our product or service. Clearly as the civilizations have evolved, especially through scientific and technological advances, for example by pasteurization the form we are packaging products have also evolved. For instance, the Budweiser brewery went from being a small local company in Saint Louis (Missouri) to a large multinational. This technology allowed them to preserve the beer for a long period of time which made possible to transport the products to more distant cities and

consequently made possible to implement economies of scale generating higher yields for the company.

In recent years we have seen the market place, new “Packaging” strategies, that in reality they did not actually need any technological breakthroughs or scientists to generate more profits to the company.

For instance, it is not a secret that most consumers when it comes to the time of purchasing a product, we don’t really look every single piece of information display on the package. But we do focus our attention mostly on the price and the actual content, making a quick comparison between two products to helps decide, and when we decide which of those two products we are

going to but this decision it is usually driven by physical attributes, making us all fall into the trap of “eye metrics” and memory.

Thus brands such as Ramo, Pony Malta, Coca - Cola, among others have chosen to make new packaging presentations for their brands, some of most notable changes are smaller packing for their products, some other have opted for bigger packages to promote more product content. Like DeTodito, Noel SALTIN or Farmhouse, in either of those cases the purpose is to sell more, attract a higher demand and appeal to different consumers.

One of the cases that caught my attention used by D1 stores that operate in several departments of Colombia. They use a very low price strategy with their products, but in most of these the actual net content is a lot lower compared to the other product presentations we are normally used to acquire (500 grams, 1000 gr, etc). However D1 stores packages are almost the same size as the others which fools easily the eye and our subconscious memory making us all believe that we are receiving more for less, when in fact we are receiving less for less.

Therefore it is clear that in order to innovate “Packaging”, it is not necessary a major technological or scientific advance, but rather to understand and know the consumer and our product or service.

It is worth mentioning that to be able to innovate in business perhaps the most important fact is to have a profitable company, but always supported on moral and ethical principles that allow us to have a sustainable company that make a significantly contribution to society and the environment, therefore all innovation we develop in terms of packaging must be aligned to these principles.

Saaid JamisBusiness Manager, Researcher, Marketing Specialist.

[email protected]

WAYS TO INNOVATE IN PACKAGING.ITS NOT JUST A MATTER OF AESTHETICS LOOKING FOR THE BEST DESIGN THAT CONTAINS ALL THE LATEST TRENDS BY A MINIMALIST ART.

INNOVATION




Interview by Carolina GómezInternational Chief Correspondent

DifferentiateDisruptDeliver

We talked with David Tyreman about the

three key components to build a successful brand: Differentiate,

Disrupt & Deliver.


David Tyreman, he is a branding expert, a business consultant, a great speaker and author of: “WORLD FAMOUS: How to Create a Kick Ass Brand”

Cover story | David Tyreman

DAVID, before we start the questions, our readers would like to know more about you.

1. Could you please share with us a little about your experience and the history and evolution of your company.

I’m from England, I studied in England and many years ago I came on a holiday to the USA with a friend.

And I remember that during that visit, I said to myself: “I want to live here”, I wanted to have an adventure and do something different and maybe create a business.

Our first idea was to sell antiques & vintage items the way people sell Tupperware, by throwing ‘antique parties’ in peoples homes. We started with $5,000. Our idea did not work at all, and after 6 months we were down to our last $20. So with that $20 we went to a bar that sold all the beer you could drink for $7 and had a night on the town. It was a night I’ll never forget. That night we started to look back and think about all the things we had done in the past 6 months. What lessons we had learned and how much fun we had had.

I was so afraid of failing and having to return home to the UK feeling like a looser. And that night I realized that this adventure was what I really loved and that even though I was broke I had never been happier.

Then the next day I made the decision to

commit to making my business successful, even though I had no idea how.

And the real journey began. We started to research stores like Polo Ralph Lauren, Nike, Guess and we realized they could use what we had from our inventory as part of their window displays and visual merchandising.

Then we started to visit these stores and we started talking with their managers and phoning their offices.

It took a long time and a lot of hard work. But to sum it up, within seven years, my company became the exclusive supplier of every single Ralph Lauren store on the planet, every Banana Republic, every Gap store, Nike, Nordstrom, Guess, Macy’s and many more.

Our business grew rapidly and we quickly learned that we weren’t just selling antiques


we were helping our customers differentiate them selves, tell visual stories and build their brands.

As business continued to grow, one day we realized that we were building these incredible brands for our clients but we ourselves didn’t have a brand! We came to the conclusion that we were just a vendor and that we needed to do something about it quickly! So we started working on our own brand. We renamed ourselves Propaganda and focused on visual branding.

And we were quite successful! We started getting more attention from the industry, customers started calling us and asking to do business with us and we got featured in newspapers, magazines and TV shows from CNN to the Wall Street Journal, not just for being successful, but for how unique our brand was.

We had a lot of success implementing disruptive brand strategies and it was a lot of fun.

People asked us, how did you do this? How did we have this success, when 7-years back we were broke, yet 7-years later we were able to build a $20 million company.

So another journey began. After seeing how many people were so curious and interested in my unique story I started doing talks and sharing my experience so that people could learn the steps to build a brand.

And after a while I realized this was what I wanted to do next, so I sold my half

of Propaganda in 2000 and created a new company named: World Famous Company.

And I started working with startups, big multinationals like Bacardi and many types of businesses in different industries, small and large. Helping them to understand what really helps to differentiate their brand, create a unique market value and get more customers.

2. David you talk about three key components to build a brand, Differentiate, disrupt and deliver: can you please explain why those three elements are essential for a brand?

I’m going to give you an example:

A business without a brand is just a vendor, and vending is for machines!

At conferences people would tell me one of their most common problems was that their customers were fickle and often don’t come back, and I would say: “This is because you don’t have a brand”.

A brand is almost like a person, it is something that customers have a relationship with.

All the time I hear people say, “oh I love my Louis Vuitton bag, I love my Jimmy Choo shoes or I love my Mini Cooper”. And you often hear the word ‘love’ associated with the word ‘brand’. And people really do associate this feeling with certain brands.

And that’s our goal, and it’s something that we believe and understand, we do not just sell products and services we are stimulating people’s emotions and the most important emotion to stimulate is love. And that is the goal when creating a brand!

So when we talk about differentiation we have to forget our competition and see what makes us unique and valuable to the people we want to serve.

And I don’t like thinking about the competition, it makes you feel insecure and small. So its better that you look into more specific aspects of your business. To think why you started your business, what was the reason? What is your point of view? What makes you unique and what interests your customers. We must ask these important

questions to build the foundation of your brand

So the secret is differentiation:

Many people think Branding is the logo. It’s a huge mistake to think that your brand is just the logo, your logo is only a street sign to let people know they are in the right place. It doesn’t mean that you have a brand.

People invest too much money trying to get their logo right without knowing who they are.

You must understand the distinction between branding and brand identity and 99% of businesses don’t.

So what is Branding? Branding is packaging, websites, business cards, the message on your voicemail, your advertising and marketing, even your social media.

Branding is any effort you perform to capture the attention of customers.

And 99% of businesses jump in to their branding effort without a clear idea of what their brand identity is including people in charge of large corporations.

And this is why we see so much boring and ineffective branding that most often gets ignored.

Your brand identity is who you are, what you stand for, what you care about. It is the most important foundation stone of your brand, because when you can communicate this you can connect with your customers on an emotional level.

So that’s why I talk about the 3 D’s of branding: Differentiate, Disrupt, Deliver.


A business without a brand is just a vendor

and vending is for machines”.

DAVID TYREMAN



DIFFERENTIATE: it is very important to understand what makes us different and unique, because once we get clear about our Brand Identity only then are we ready to start looking at: “How should our website be, what kind of video should we do, what kind of branding should we do”.

The next D: We must to be disruptive.

DISRUPT: We can’t just look at what everyone else does and say: “Oh that’s how we should be, thats what everyone else does in our industry, so we should be like them”

Thats like putting on camouflage, if you behave like everybody else and look and feel like everybody else! You’re basically invisible!! And no one will see you!

So we have to be disruptive, we have to grab people’s attention! We have to be daring, but its always based upon our authentic foundation: Brand Identity is who you really are and what you stand for. Not just trying to copy the guy down the street because he has a clever idea.

And then the third D is Deliver.

DELIVER: we must deliver experiences that engage and connect with customers emotionally. Because that’s when a brand comes to life and customers can actually have a relationship with it. The whole process of doing business from start to finish is your brand experience. So think it through. From the very first second your customers touch your business or your business touches the customer.

Think about the experience you are giving them and that’s how to deliver a unique brand that can have your customers coming back over and over and over and not worrying whether you are the cheapest or not.

3. How important is it for you to have a great connection with your customers? And what other aspects should we consider that helps to create an effective connection with our customers?

It is 100% important!

As a kid I used to get really worried at the idea of huge faceless corporations taking over the world because what I love is that business is actually an expression of who we are, its a way of caring for people, its a way of making the world a better place.

The few times I accidentally put money before anything else, and been greedy it was a huge disaster for me, and I wasn’t happy and I made other people unhappy and I felt really bad about it.


So, first of all, we have to understand and really embrace that we are in a relationship with our customers. We are there to help them to have a better life, no matter what you sell.

So we have to understand who they are. And I like to use demographics, I like to use something called psychographics, which helps us understand people’s frustrations and aspirations. Because I want to understand what makes customers tick and care about, and the more we know about them the more we can understand them!

Think about the most significant relationships in your life, when it comes to buying your best friends a gift, you think: “Hey, he loves dining out, then you invite him to dinner,” but would you take him skydiving if you know he is afraid of heights? No! You wouldn’t!

So you base your gift on what you know about your friend. And the same applies to your customers, you have to really understand who they are, what they love, whats important to them, so we can incorporate that into the brand experience.

People will buy from you if they like you and if they relate to you. So that’s what we do with a brand. And they will return to you regardless of price or even the odd mistake. For example, look at Apple: a huge organization, dominant on the stock market yet you still have that personal feeling of love for Apple products and the brand. People are not as fickle as we think and if we blame our customers then we are missing out on a big opportunity to improve the relationship. Take responsibility, if your customer only shops with you once, its your responsibility! Don’t feel bad. It means you can be empowered. It means you can affect change. Instead of feeling like a victim to this unknown force of fickleness. So its good news really.

4. Some of the trends we have seen lately are: Content marketing, digital strategies and mobile technology to increase customer engagement.

What do you think is the next big trend in branding?

All the things that you mention here are tools to help understand your customer better.

So, the way I think about Branding is kind of like this:

For example, the telephone. A device that’s available to almost all. The telephone is the technology, and on both ends of the phone are people. Facebook is an amazing technological tool, and on both sides of it are people. You are connecting with people.

Text messages, its you and someone else. Its just a different form of technology.

So when it comes to building a brand, as long as people are involved on both sides, and until we have robots buying, then we need to understand human emotions, we need to understand the psychology of people: what makes them feel good, what makes them trust and feel safe and what makes them feel connected. This is how we help them focus on more than just price.

A lot of companies think that the only secret to success is lowering price and its not! It’s all about enriching the experience!

And I am not saying that the price is not important, because it is important. But you don’t have to be the idiot who always charges the least. We have to focus more on enriching the customer experience because that’s what people really want.

So as far as I’m concerned, the trend its going to become more and more specific to the individual. Tracking and understanding their behavior.

But ultimately, those are all still tools (the tools that you mentioned) to help us connect with the right people who are going to connect emotionally with your brand.

I always say: You have to know where your customers are at! So if your customers all happen to be at the park on a Saturday afternoon well thats where you should be! Because you want to be near your customers. So if your customers are on Facebook, well that’s where you should be! If your customers are wherever that’s where you should be. So we have to be aware of what the trends are, where people are hanging out, where people are going, where people are putting their eyeballs.

5. David, we know that you have worked with large and small brands, from your experience, what is the main difference when you work on them?

Should we treat different size Brands differently or is it the same formula?

Ultimately, when you look at the big picture to see where you are going or where you need to go, you’ll see it’s the same, it is the same formula.


Your brand should have a voice, a

core identity that differentiates you

from others”


The big problem that large companies have is that implementation is more complicated, because we must ensure consistency across all brand touch points everywhere.

But the journey and process to determine

the brand identity, the brand’s core message and core personality is the same.

Every brand has it’s own unique personality and that’s something that I really focus on, helping a company understand its attitude, values and persona are a big part of differentiation and the customer experience.

For example, here in Las Vegas, we have a great company called ZAPPOS with amazing customer service. They go above


We do not just sell products and services we are stimulating people’s emotions and stimulating the most important emotion of all which is love. And that is the goal!

and beyond to be friendly and helpful so the consistency this brand has to have across every brand Touch Point is to make sure they deliver that ultra friendly and helpful attitude and personality each and every time.

So the bigger the company tends to get, the harder it becomes to manage consistency across all the brand’s touch points.

We can’t afford to have an old look in the video, and a brand new look in the advertisement. It all needs to match.

For example, when we hear about companies like IBM re-branding, and we hear that it costs about $500 million, it’s because there’s so much stuff that has to be adjusted all around the world so that its all consistent.

For smaller organizations, the rules are the same. It’s just that we can act much faster, we can re-brand on a dime sometimes and be done with it within a few weeks. So we can move faster, but the rules are the same. It’s about remembering that on both ends of the equation are people. Even if you are selling the most mundane product, you still can make the most amazing brand and still make people feel fantastic about buying your product and not someone else’s. So it’s about creating that love, that connection..!!!

6. David Tell us about your book: “WORLD FAMOUS: How to Create a Kick Ass Brand”

First I will tell you that writing this book was the hardest thing I’ve done in my life. Because


it was about writing my story and my own strategies, and I started thinking about what might happen, how would it be received? What if people hated it? I was so afraid! And it was a lot of work!

But after I released it, I got fantastic feedback! And my book actually won a Business Book of the year award!

I did not have a formal business education, I am an entrepreneur, I learned through trial and error and I had the great fortune of working with really big successful brands and reading a lot of books, talking to many people and asking industry leaders how do I do this, what do I need to do and focusing on the most important steps.

My friendship with Hap Klopp, the founder of the North Face has been very meaningful to my journey as a brander and he is one of the most exceptional people I know.

So really, what I have come to understand, and I say this in my book is this: “There are masses of people who are simply waiting to do business with you once they are so inspired”. What my book does, is guide you through the process, step by step to create a brand and also create branding that really does inspire people to chose you. So that’s the takeaway! It’s about standing apart in a way that makes people want to do business with you.

7. In our next issue we will be focusing on product packaging, in your opinion, are the three components of the brand an integral part of packaging or not?

Yes, its a vital part of it!

I’ll tell you a short story and this is how I really started in the branding business, it started with packaging.

After we had moved our business to San Francisco, one day, we got a new customer, a Macy’s store in Burlingame, about half an hour away.

We shipped their the order and three days later they called, quite upset and said that they hadn’t received it and they needed it urgently.

We immediately re-shipped and even paid the extra to get it there overnight, but

again, they called and said: “We still haven’t got the order”.

Well this time we knew they had it because it had been signed for. We said, “it should be easy to find, all your stuff is in brown cardboard boxes with fragile stickers on the side”.

I spoke with the frustrated buyer and said “Listen, I’m gonna hop in my car, it’s only half an hour drive and I’ll come and see you and we’ll find it”

So anyway, it was the first time I ever went to a Macy’s shipping & receiving dock and let me tell you, it was massive!

And guess what I discover that day: Everybody shipped in brown cardboard boxes, and we were supposed to be the experts in differentiation, and our boxes were lost in an ocean of brown boxes.

It took me three hours to actually find the two orders. But that’s when I knew I had a big problem! I knew I had to fix this and do something about it! We needed to implement a change immediately to prevent situations like this happening again in the future.

So we collected all our employees and had a brainstorming session to come up with ideas & solutions.

It took us a few weeks until we came up with this idea, it was very “tongue-in-cheek” but I realized afterwards what branding really is.

It was very disruptive.

We switched to white cardboard boxes, but we printed a big picture of my face with big bubbles coming out of my mouth saying: “Here’s your order,” and “Thanks for your business” on the side of the box.

On the other side, we had a quiz, and it said: “Who is the best looking guy on this box”: I won (laughs) and then, on another side, we had a list of ‘handling instructions’ and they were really silly instructions.

For example: “Please pretend this box is made of chocolate, but don’t lick your hands”

Another read: “If you bring this box to the department who ordered it right now, your gift is to pop the bubble wrap yourself ”

And finally: “If you like this box call our number”

And we started getting calls from all over the country from all kinds of people including big gruff warehouse guys saying: “um, we like your boxes!”

But what happened though is, customers started to say: “Oh you are the guys with those boxes” and at trade shows buyers would start to tell other buyers: “You should see their boxes, they’re really funny” So then we made a whole display of our boxes at our trade shows. And business grew. And grew.

And that got us thinking, where else can we use this disruptive idea! And we found many, many places and our brand sprang into life.

So packaging was how we got started! With unique tongue-in-cheek disruptive branding!

When people saw our boxes, they opened them immediately, and they would show their friends and say: “Look at this box, look at these silly jokes!”

So the secret is not to exactly copy this strategy but to understand you must be disruptive with your branding.

Look at everyone else’s packaging in your own industry and make sure you are not just fitting in, think about how to connect with your customers. Make sure yours is the one that stands out for specific reasons based on your brand.

Thank you very much for this conversation.


The most powerful way

to communicate your Brand

message is with great content”


This experience it is directly linked with emotions. If a product on a shelf has a packaging that arouses an excitement to a customer, the competition will be at disadvantage.

Furthermore, it is critically important to seize all touch points with the consumer, this is where the company’s Creative Team must invest all of their capital.

Israel Calderon, creative & design director at BeyondItGroup believes that “packaging is the items with more permanence in the consumers hand than anything else!

Thats why many brands invest important amounts in development packaging more attractive that highlight their products above their competition.

Moreover, it is clear that to innovate in media and simplify the messages will make the target audience understands in the overall strategic approach the brand wants to convey and in a more intuitive and friendly way.

Maquivar Blas, director of marketing at Procter & Gamble believes that when designing the packaging it is essential to watch the costs, legally protect the design, to establish better communication between the brand equity and the consumer through packaging and give the consumers benefits that strengthen the value of its brands.

How about these examples? From my personal point of view, I think the design of these packages are a clear example of all challenges that a brand must consider when it comes to transmitting its message.

As Bert Decker, author of the book “You’ve gotta be believed to be heard” the first two second impression that you have, it is so

vivid that it takes four minutes to add 50% more of impression. And those first two seconds are almost entirely visual.

If we cause a bad first impression, even before we open our mouths, its take us a very long time to overcome the damage we have caused. Therefore it is important to be wary of transmitting the right message.

In industrial design, there is an innovative category called packaging where both the graphic design and structural design enables to capture the attention from the customer so this one can chose the star product. This category has evolved overtime. The Marketing has realized the great power of persuasion that a good design can cause during time of purchase. In the beginning, the packaging design played a purely functional purpose, however from an strategic point of view, the brands started to visualize their

role from competitive perspective at the points of sale, in addition, the design started to transmit the brand equity (the brand value when this one generate higher revenues thanks to its notoriety) which immediately starts generating memory and starts its positioning in the consumer’s mind.

The packaging itself should communicate the essence of the brand and also should convey the consumer all the elements that are part of the brand identity.

Once we understand this concept, we are able to understand the role of the packaging in the market place and what are the best alternatives to capture immediately the public attention.

Therefore all Brands must understand the concept that today we not only commercialize a product but we also commercialize an experience.

The more emotional connection you make, the more impact you’ll have.

PACKAGING AS A MARKETING TOOL

DANIELA CALLEIndustrial designer from Pontifical Bolivarian University. She has worked as the Head of Design in Thermal Engineering Packaging and today she’s part the team of Expertos En Marca as head of Brand Identity.

@expertosenmarca

“THERE IS NOT A SECOND CHANCE TO MAKE A VERY GOOD FIRST IMPRESSION” - Popular adage

PACKAGING


24 Branders • NOVEMBER • 201524 Branders • NOVEMBER • 2015

Special Edition | Packaging


PACKAGINGThe Art of

Capt ivat ing Your Cl ients



Hernán Braberman Design Director of Tridimage

LATIN AMERICA BETS ON 3D BRANDINGTHE PACKAGING MUST SEDUCE AND COMMUNICATE IN 3D, BECAUSE THE PACKAGING AND ITS GRAPHICS ARE A REFLECTION OF THE BRAND IDENTITY.

The packaging should seduce. That is i ts most

important mission

In the world of Latin Packaging design, graphics and structure are often considered separately, which results in graphics that do not consider the packing structure or just

generic packaging formats without personality.The synergy between structural and graphic

design, thats how we call 3D Branding that creates in consumers an emotional and immediate response, guaranteeing the success of the product in the market.

The main value added by the 3D Branding is the multi-dimensional experience that impacts the five senses from consumers in a more effective way than when the brand speaks to the consumer only through the graph from the packing.

3D Branding merges the three-dimensional attributes and the graphics from the packaging to the point of make them inseparable. When they are successfully integrated they could transform a simple packaging into an iconic packaging, for example: The Coca-Cola bottle, the dishwasher Method or Toblerone chocolate bar.

The packaging must seduce, that is its most important mission. The ambition of Branding 3D is to arouse emotions.

The packaging can seduce in various ways: shape, colors, images, typographies, materials, sounds, gestures. To grab the most available resources is the task of 3D Branding to promote the message of the packaging. When graphic and structural design work in sync and aligned with the brand values, it achieved positively change in the consumer experience could be achieved, turning the ordinary product into an iconic one.

The best proof of the value that the 3D Branding adds to the brands are actual facts: increase in sales, with differentiation with the competition, clear communication of the attributes, story and brand promise, ergonomic use experience, reducing costs, saving materials and a real impact at the sale point. The success that brands had from have chosen the 3D Branding shows that differentiation is profitable and that no market is paralyzed. The time for 3D Branding has come to Latin America.

HernanBraberman

DESIGN DIRECTOR OF TRIDIMAGEHernán leads the design 2D & 3D team from Tridimage, building brand identity for major companies in Latin American. His work has won many awards, including 4 Pentawards and 6 A’Design Awards.








Founder of Pierini PartnersRenowned argentinian designer graduated with honors from University of Buenos Aires. He has over 20 years of experience and a great career in Argentina, United States and Mexico. He is the founder of Pierini Partners, a consulting firm that specializes in Stratregic Design with a global projection.

From one side are those who cry, and from the other are the ones who distinguish. On one side are the ones competing for the limelight, on the other are the ones who portray

themselves as unique, proud. On one side are those who exclaim: Buy me!!!!”, on the other are those stoics that exclaim proudly: “this product can be yours”.

I’m talking about two groups of packagings: the ones created to identify consumer products and the ones designed for elite products with a high aspirational value. Now, some are better than others. Because the first ones do not possess the glamor and the sophistication of the second one makes them less functional? Of course, not every category has specific codes oriented to the public and well defined markets.

The scenario in which they consumer products must move could be described as ruthless scenario. In it, only those intelligently layouts have the ability to stand out and succeed. They find their reason to be in a chaotic environment in which various messages aspire imprison a consumer that constantly fluctuate in preferences.

On the opposite sidewalk, and in a much more benign context, there are the Premium super formal packagings. They do not shout, they entice their audience in a language much more sensual, climate.

They have stylized forms and great aesthetic senses. They look fantastic on a white or granite while beautiful showcase lights focus its qualities, inviting you to contemplate him for your enjoyment.

Two environments, two realities very different that inevitably influence the

creation process but not its effectiveness. The mass products must move successfully even during the worst conditions.

The basic principle of this category, would be: - “it is rather useless to be good if others do not know that I exist. “- It may not seem so seductive and immersive but I ask for mercy who carry the responsibility on their backs to build around them a popular imaginary so powerful that it is able to withstand the attacks from stronger and ruthless competition.

AdriánPierini

Founder of Pierini Partners

MASS PACKAGINGS VS SUPER PREMIUM PACKAGINGS BEING SOPHISTICATED DOESN’T MAKE YOU THE BEST!

“Consumer products should move

successful ly even under the worst

condit ions”

Adrián Pierini






B R A N D T E R T E I N M E N T

BRANDER GADGETS is reading time

If you like it, you should

Music, technology, fashion, and more, industries that you should follow if you work in Branding! That’s why Branders Magazine brings you the best gadgets & latest launches that you must follow, have and use!

BUSINESS CONFERENCES WORLD FAMOUSBy David Tyreman

The book reveals all the potential you can have with brand when you concentrate in inspire instead of sell, or to have a place in the market instead of concentrating only in your competition.

HOW BRANDS BECOME ICONSBy Douglas Holt

The best way to learn is to study, and this book helps you do that. Learn how brands like Coca-Cola started with a simple and then became iconic.

40 “KEYS” TO SUCCEED.

VidyoMobile is the multipoint videoconference app for business. Used for connecting up to 99 people from any device, allowing you to share files simultaneously and facilitating editable communication with the high definition video with telepresence thanks to its compression patent of Scalable Video Coding (SVC).

Obtain performance results from BlackBerry10 with the navigation buttons and the classic physical keyboard you know and desired.The Smartphone you trust, with unlimited potential. Keeping a right track of your inbox and everyday priorities requires something more than just having quick thumbs and a good sight. You need navigation buttons that do more than taking you to the home page and the unique keyboard unrivaled.

Vidyo, THE VIDEOCONFERENCE THAT CONNECTS YOUR WORLD

BACKBERRYCLASSIC


B R A N D T U A L I D A D

What´s new?EVENTS

INNOVATION

SUSTAINABLE BRANDS LONDON 2015.

In the fourth year in the UK, they’ll be bringing together the European community - prompting leaders to actively reimagine what’s possible when unlikely partners collaborate to build multi-stakeholder partnerships and formerly siloed conversations end up in the same room together.

Sustainable Brands® is the premier global community of brand innovators who are shaping the future of commerce worldwide with focused attention on understanding and leveraging the role of brands in shaping that future.

The world is changing – transparency is driving a multitude of stakeholders to connect the dots between brands and their positive or negative environmental and social impacts. The demand for new products, services and business models that deliver purpose and profit is soaring and it’s those brand leaders of the 21st century who can successfully deliver both that will thrive. Dive deep into the brand innovation trenches at SB’15 London and learn How you can successfully

Bringing the System into One Room

Last year marked the 3rd year the SB community gathered in London. Dedicated

business leaders from companies such as Unilever, Marks & Spencer, BASF, HEINEKEN and others participated as well as thought leaders from Guardian Sustainable Business, Forum for the Future, SustainAbility and more. There was a conscious effort to bring unexpected participants together – large multinational corporations, start-ups, NGOs, academia,

investors and government agencies – each bringing a unique perspective but shared passion for shifting the world to a sustainable economy.

This year they’ll be building on the HOW NOW theme to prompt leaders to actively apply the know HOW to shift business towards a more flourishing future NOW. If you want to join them this year you can fully immerse yourself along with over 400 other distinguished leaders from 28 countries for three packed days of conversation and collaboration at the Beaumont Estate in Windsor.

TECHNOLOGY IN ONE PACKAGE: THE NEW AXE IS COMING TO COLOMBIA WITH AN INNOVATIVE DESIGN, MORE ATTRACTIVE AND SOPHISTICATED THAN EVER!

The new AXE brings an iconic, unique packaging technology created by Seymourpowell, a company expert in packaging and interior design mastermind of Virgin Galactic.Furthermore, this innovation offer benefits that will allow the consumer to have a sensory experience, to enjoy the improved mechanism against the former can and try out a new pressure system with color revelation.All AXE fragrance portfolio known through the years, will remain available for all consumers, but now under a new, sophisticated and refined design that will deliver a better product experience.AXE has fragrances for everyday designed by the best perfumers of the world, they come in an anti-perspirant body spray for underarm body.This innovation arrives potentiated to achieve long-term effectiveness, with fine fragrances and guaranteed protection.

36 Branders • NOVEMBER • 201536 Branders • AUGUST • 2015

BIO

During the past two decades, Scott has helped big names to develop effective strategies to create successful brands.Among his greatest achievements include Nike “Just Do It” campaign and Starbucks helping to reinvent the coffee division.

In his first year in Nike he launched “Just Do It “ helping to expand the brand in their segmented market, achieving an unified and global brand positioned.

Thanks to this Nike has become one of the most iconic brands in the world with revenues of over US $30 billion.In 1995 Scott Bedbury, joined Starbucks as CMO to help positioning the brand as a experience brand and not as a product, working with Howard Schultz in redesigning the brand image and launching new products as the “Frappuccino”. They also managed to open new international markets for the company.

During his first three years in the company, Starbucks, increased its store openings from one every week to three stores per day.Since he left Starbucks, he has worked advising leading brands such as Samsung and Coca Cola.

Author of “A Brand New World “and

CEO of the company Brandstream.

SCOTTBEDBURY



Branders Magazine Issue 5 - November 2015

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