Curiosities, inspiration and ideas on how design can make doing business a pleasure.
Posted Jun 15, 2012 by in Quotes

“A mystery is the most stimulating force in unleashing the imagination.” — Zuzana Licko and Rudy Vanderlans

“A mystery is the most stimulating force in unleashing the imagination.” — Zuzana Licko and Rudy Vanderlans

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Posted May 31, 2012 by in Interviews

Seeking Bottles Of Success

BevNET focuses on companies and people who craft beverages, brand them, and bring their product to market. For almost eight years, journalist Jeff Klineman has been submerged in the landscape of refreshments as the editor-in-chief of BevNET, the leading authority on the beverage industry. He gives me the scoop on how product personality affects its success.

Some of your stories touch on the branding of start-up beverage products. Is brand strategy and positioning necessary for the marketplace survival of new beverages?

Absolutely. That’s not to say that things like taste, price and function aren’t equally important, but it’s important to think about a product’s reason for being. It’s also incredibly important that, given the competitive nature of the beverage business, a product be able to answer a consumer need that they didn’t necessarily know they had. Brand positioning can often accomplish that by stirring the consumer ego.

How can a company use package design and shelf presence to appeal to their audience?

There’s a complicated interplay between packaging conventions and breaking the rules of those conventions, but it seems like no matter how important a proprietary package might be, it can really undermine margin and slow product development. I’d focus on label first unless I had a lot of money to burn.

Red Bull’s Slim Can

The functional beverage category is quickly becoming overcrowded. In what ways have you seen manufacturers successfully develop their packaging to balance both messages of health benefits and great taste?

Some of these products have really hit the nail on the head, like the slimcan for Red Bull and the apothecary bottle for Vitaminwater, but the best example of any package reflecting function and innovation would have to be coconut water’s use of Tetra Pak boxes. All three of these have had packaging that seems to reflect back on both function and style for the product.

Thanks Jeff. You can follow Jeff Klineman on Twitter @BevNET.
 

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Posted May 19, 2012 by in Quotes

“To achieve great things, two things are needed: a plan, and not quite enough time.” — Leonard Bernstein

“To achieve great things, two things are needed: a plan, and not quite enough time.”

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Come Aboard, We’re Expecting You.

Love, exciting and new. The courting process is so full of wonder and amazement. Ask any woman. The way to guide the courting process is to make sure she is immersed in it. So here’s your chance, hotel marketers. You’ve got a guest interested in seeing your sights. Time to make her fall in love with you.

So she hits up your site. What will make her stay? A dazzling first impression. Beauty. Seduction. Meaningful words, images and space. Brand alignment. NOT pages packed with SEO copy, flashing room specials, and cheesy stock photography.

Lure her in with a gorgeous brand identity, coupled with photography, typography, voice and user experience that communicates the service level of the property. Whether it be luxury, quirky, family or low-budget, in order to be perceived as professional, the image of your site, brochure or first point of contact is crucial. Many visitors are researching, and making a good first impression will determine whether or not you make the shortlist.

Sanderson London

Continue reading “Come Aboard, We’re Expecting You.” »

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Posted Mar 22, 2012 by in Quotes

“Design is the silent ambassador of your brand.” — Paul Rand

“Design is the silent ambassador of your brand.” — Paul Rand

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