In a faster moving market place than we’ve ever experienced, with copycat brands hijacking previously ‘owned’ spaces and innovation pipelines driving the constantly unsatiated consumer; only the strongest of brands can survive. Great range architecture is, undoubtedly, the foundation on which to build longevity.
Whether you’re a an everyday tea, mid-range hotel, or the biscuit barrel standard, you’ll sit somewhere between the extremes of luxury and ‘basic’ where consumer expectations are clear: over deliver or, just deliver. But the heavily populated middle-ground is now straining under the weight of mediocrity and without a robust and unique brand positioning, consumers risk feeling short-changed or, at worse, nothing for your brand.
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.
Dunnhumby’s recently published report, The Convenience Experience(1), confirms a trend that’s been looming large in retailers’ minds: the inexorable rise of the Convenience Store format. So what do FMCG brands need to consider in designing appropriately for the C-Store?
"Great advice and a great studio atmosphere- win win!"
Design graduate prints his CV on a four-pack of beer to land dream job.
"I was able to learn and understand the strategic process used by ECHO..."
Vending machines have great potential as a new way for brands to connect with consumers, but there is a fine line between brand activation and empty publicity stunt and brands must be careful.
In 2009, craft brewers BrewDog opened their business to public investment, offering shares in a project known as 'Equity for Punks'. I'm one of more than 14,000 members and true to the brand, their AGM proved to be unlike any other.
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.
"A friendly studio and a great place to learn."
ECHO created the identity and invitations for renowned fashion designer Katie Eary's Spring/Summer '15 show. We attended the show in order to support our latest client on her big day.
The Rexona Fanatics range: for serious fans of football.
Many car companies form joint ventures when they want to produce a new model of car. Doing so allows them to share the risks as well as the rewards and to benefit from economies of scale.
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.
In the second half of 2013, Unilever engaged the services of ECHO Brand Design, a UK-based firm, to redesign the packaging for their Degree Women MotionSense product.
Engaging experiences are a dynamic technique to reinforce a brand expression. However, there is a danger zone - brand experiences must be executed to perfection, otherwise the resultant messages can easily become confused.
I was lucky enough to experience the Fragrance Lab at Selfridges last week. It was a fantastic retail experience but what it really got me thinking about was customisation.
In a time of fragmented communication channels, brands are coming under increasing pressure to create product, packaging and service experiences that will inspire consumer loyalty and advocacy.
Whether it's the result of brand acquisition, fragmented local marketing strategies or multi-country launches, creating coherent design across a number of brands has its complexities but, done well, can elevate competitive opportunities.