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We'd love to tell you that branding is all about pretty design but we'd be lying. It takes balls to define your leadership, clarity and focus, and you'll need even bigger balls to execute on it. The branding process can reveal a bunch of ugliness as well as brilliance. Yes, branding hurts. Are you brave enough?  Get a regular shot of qualified comments, opinions, recommendations, tools, and ideas regarding branding and leadership. To inspire and provide food for thought.  Welcome to our blog!


Packaging vs. Product

Dann Ilicic - Friday, April 24, 2009
I'm sure that most of you have seen the Susan Boyle/Britain's Got Talent video by now on YouTube. I saw it last week when the views were fewer than 10 million and it has already surpassed 40 million. If you haven't seen it yet, please check it out - it will make your day.

The video got me thinking about how important it is to have a good product and that ultimately product is more important than packaging. So much of marketing is based on inflated claims that it is nice to find something genuine and authentic - like Susan Boyle.

I'm not saying that packaging isn't important - it certainly is. My point is that when companies put more emphasis on their packaging (marketing claims) than their product, it creates the disappointment we've all experienced. When it comes to brand building, we coach our clients to remember that the brand is made up of two parts: first, your ability to create an authentic, compelling and differentiating promise (package) that people give a shit about; and second, your ability to organize yourself around the delivery of that promise. I think we can all agree that Susan certainly delivered.

How's your promise and delivery doing? Are they aligned? Are you sure?
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Ryan Parker commented on 28-Apr-2009 07:16 AM
I had the same experience with a carpet cleaning product called "Folex". I think the reason I noticed it on the shelf among the pretty bottles was the fact that it was so simple, "undesigned" and, therefore, different. The branding guy in me thought "now there's a company with confidence in their product...let's give it a try." I ended up buying a couple of products, and Folex was the only one that worked on a full glass of red wine on white carpet. Packaging matters. But that doesn't mean it has to look like everything else.

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