Brands go stale, and faster than most brand managers realize. Smart brand managers know this and they’re actively prepared for and involved in, restyling their logos, packaging, and marketing materials to keep things fresh. It fits with the spirit of Kaizen — never ending improvement.
We’re used to hearing Kaizen in relation to manufacturing but branding and packaging should also respond to market changes and consumer preference. There’s no standing still today. Either you’re improving or you’re dying.
There are those who don’t anticipate at all. Instead they change only when forced to, with no real direction to their branding strategy or in response to actual weaknesses in their current brand value. They’re the ones who get caught in these tidal changes in the market (2008 for instance), and are usually too slow to recover from a competitor’s attack, or keep pace with styles and fashions. The first to grab the new style positioning, on-shelf, enjoys a big advantage.
Do you need a graphic or complete packaging rebrand?
- Are your sales decreasing?
- Is your value proposition via the packaging unclear?
- Does your packaging grab shopper’s attention?
- Does your packaging UVP upstage your competition?
- Is your style old-fashioned compared to your competition?
Top Reasons You Should Rebrand
Did you have a good look at the POPAI shopper engagement study post?