02/04/2014

Five business opportunities for your brand

By Sophie Strang

ECHO has been designing consumer and service brands for over two decades. We've seen the pressures of critical business demands intensifying, and the fight for attention on shelf has reached an impasse.

Some forward-thinking brands are taking advantage of these changes, but many more are burying their heads in the sand thinking the problems too onerous to solve. But we’re approaching a tipping point and the excuse that ‘it won’t happen on my watch’ has run out, brands need to act now. And with change, there is opportunity. We've identified five business challenges, and the exciting new opportunities that they present brands...

Gridlock on shelf

With brands becoming increasingly homogeneous in store, the opportunity to gain competitive edge has moved beyond on-shelf to in-use. We must consider branding as a coherence of visual identity, physical presence and interactive behaviour.

Reaching the tipping point of online retail

Dense urban environments and new home delivery infrastructures have contributed to the rapid growth of online retail. But few brands are engaging with consumers on the new virtual shelf. We need to design specifically for the digital retail space and not default to photos of packs designed for a physical world.

Advocacy over advertising

The surfeit of advertising media means it is no longer possible for big brands to dominate channels. Instead, everyone must strive to build consumer advocacy by crafting unique, relevant and engaging product experiences that consumers will want to talk about.

The demise of the disposable society

Light-weighting and recycling consumable products are ultimately not the only solutions to waste elimination. We need to move from a disposable society to a retention one by developing high quality durable products that consumers will want to keep for a long time.

Supply chain to home not store

Consumers are now able to buy from many different channels and the supply chain, originally designed for delivery to store, needs to respond. We must re-think the supply chain and extend the interfaces with consumers to in-home, at work and on-the-go.

Want to find out more? These business challenges are explored in much greater depth in Absolem, the exciting new journal from ECHO. Written by our top thinkers and strategists and combining our expertise in graphic, structural and digital design, Absolem aims to identify the effects of our changing world, and more importantly, to demonstrate how brands can best take advantage.

Please email gethin@echobranddesign.co.uk with your postal address to request a copy. 

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THE DEMISE OF THE DISPOSABLE SOCIETY-
Light-weighting and recycling consumable products are ultimately not the only solutions to waste elimination. We need to move from a disposable society to a retention one by developing high quality durable products that consumers will want to keep for a long time.

Sophie Strang