Landor Associates: Bringing a Brand to Life

Research Analysis
At least for Landor designers, it is safe to assume that the company’s brand strategists have performed the exhaustive research involved in understanding the product, its place in the market, and the differentiated niche it will inhabit. A competitive audit has been performed, Landor’s internal research model was used, and an ideal brand architecture is established along with determining the best ways of bringing the product to market. Now comes the daunting task of successfully navigating a diverse packaging supply chain in order to send a cohesive brand strategy out into the marketplace.

Discovery
It seems glaringly obvious, but it’s important that the feasibility of a particular branding strategy is evaluated prior to design lock—the point at which a design is finalized and approved by the brand owner. The product packaging and display of successful global brands includes every type of printing, decoration, and converting available. A single launch of a Febreze initiative, for example, includes flexography, gravure, and offset printing spanning folding cartons, heat transfer labels, direct-printed aerosol canisters, and blister cards. Identifying the strengths and weaknesses of each of these methods is critical to maintaining a consistent image across the various product forms. This due-diligence avoids awkward situations down the road—rather than trying to solve a problem after the client has fallen in love with the idea. These potential challenges don’t necessarily need to be resolved early on, but they should at least be identified and quantified ahead of time. Print providers can help here by asking “what if” questions to help brand owners understand the nuances of using different packaging choices.