Oct 25

The Brand Manager and the Logotype

Posted by Packaging Sense in Trends | Uncategorized

Looking into Google, one of many definitions of brand management read like this:

“The process of maintaining, improving and upholding a brand so that the name is associated with positive results. Brand management involves a number of important aspects such as cost, customer satisfaction, in-store presentation and competition. Brand management is built on a marketing foundation, but focuses directly on the brand and how that brand can remain favourable to customers. Proper brand management can result in higher sales of not only one product, but on other products associated with that brand. For example, if a customer loves a special biscuit brand and trusts it, he or she is more likely to try other products offered by the same brand, such as cookies.”

I’ve been told that the title “Brand Manager” first appeared at Procter & Gamble around 1990, i.e. not so long ago.

Reading the above text, it does not say “stick as many logotypes as you can, i.e. on all sides of a pack, in an advertisement or on POS material…” Well, I am of course exaggerating, but the reader knows what I am after and that is

a)     to use common sense and

b)     to activate sales through great communication.

I know why we often see so many logotypes when, in principle, one would be enough: because the guidelines of the company say so!

If you read some of the articles here on www.packagingsense.com, you must have noted that I like the products of “Bonne Maman” and especially their IDENTITY. However, in my opinion, the brand manager got it wrong this time: 4 times “Bonne Maman” is three too many, especially as you can use the tartan pattern in a very effective way!

The messages the consumer wants to read are, in order of importance,

  1. crème brûlée
  2. pour ces moments de gourmandise and
  3. (maybe rather on the back of the pack) “C’est toi que j’aime tant”.

On this ad, these texts have been disturbed by the “Bonne Maman” logotypes!

Marketing is to communicate with the consumers in such a way that they learn first about the products and then about the brand, or am I wrong?

LW/October 2016

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