Great Brands Never Stand Still

Successful brands understand that to stand still devolves progress.

This is a relatively modern notion. It used to be that brands were engineered through consistency, their relationship centered on repetition of appearance, message and product experience.

Disruption carries more weight than consistency.

Today consumers expect more – experiences, ideas and images. As a result, change has become the norm in the retail environment. We see this most clearly in shopping behavior that is evolving at the speed of innovation. Changes in how people shop and purchase products are perpetual in today’s fast moving smorgasbord of a marketplace. ‘Retail’ can now happen almost anywhere, not simply ‘at shelf’. Why go to the store when you can buy it online or simply push a Dash Button?

Packaging design is still the most powerful factor to attract consumers. According to a recent study from FutureCast and Barkley, Millennials should spend $65 billion on consumer-packaged goods. Today, young consumers pay more attention to packaging, are more attracted by innovative packaging and shop across multiple channels both on and off line. Yet, CPG brands continue to follow the same conventions of traditional retail packaging design that they always have.

As a result, there is an inherent gap emerging between how consumers shop and how brands are sold. This rift is keeping brand managers up at night – “How do I adapt my brand’s packaging to the new marketplace without losing the equity we have all worked so hard to achieve?” What they should be asking is, “How do I evolve my visual equities without changing what my brand stands for?”

Successful brands know the importance of fluid equity, allowing them to ride the changing tide without fear of losing what they have gained.

We believe that the store of the future will ultimately give more power to both the retail experience and the package design, regardless of whether that environment is digital or brick and mortar. Strong brands will have the ability to maintain their emotional core, while using design to adapt to the functional realities of shopping as they change around us.