Consumers today are literally bombarded with brand messages on multiple media platforms and devices at home, on the go, in stores and on the shelf. It is overwhelming for consumers to make sense of it all and sift through the clutter and noise to get to what is important to them. Consumers today have little time to read printed copy or listen to and watch an ad; instead they are scanning the surface or skimming to get a quick read on what a brand or product is about.
New brands are acknowledging this shift in consumer behavior, and, in order to build quick awareness, they are encapsulating their key message—either the functional product benefit, point of difference, or positioning—into their brand name. Take for instance the brand “Eat Well Enjoy Life” that conveys the functional and emotional benefit in its name. In these instances, the brand name becomes the brand sound bite. We’ve seen several examples in food and pharmaceuticals where brands are developing their distinct sound bites to build affinity and awareness in seconds.
Thomas Keller of French Laundry fame has created a new 100% gluten-free flour. Leveraging the standard cooking instruction, “cup for cup”, and distilling it further by using... Read more
Holidays and other special occasions provide brands with a license to put aside their typical constraints and innovate—great news for brand marketers. It’s also an opportunity to drive incredible sales performance. Here are 10 tips for designing holiday and limited edition packaging.