Landor Associates: Bringing a Brand to Life

Fifty years ago Walter Landor was a major player in making branding a key element in the positioning and marketing of virtually everything. Since then, Landor Associates has found that the most important representation of a brand is its presence on the store shelf. Above all other exposure, packaging is really consumers first interaction with the products they purchase. This initial 'moment of truth' is critical to encouraging consumers to purchase one brand over competing choices and is the first step to believing in the brand promise, including that brand in their life, and becoming loyal to the product. Yet this brand image does not come fully formed to most designers, and the original idea has numerous challenges along the way from inspired vision to finished product on the shelf to maintaining that original spirit.