Standing out and emanating brand consistency in a competitive market
In the retail channel, the pack of a product can be even more important than the product itself. The right impression of the pack and brand consistency, are therefore part of a successful marketing communication strategy. In the competition with A-brands, it is important that the consumer recognises your private label as a reliable and attractive alternative. If your pack does not catch the consumer’s eye, you may miss opportunities.
And then there is the pressure of having to complete a growing number of projects in a shorter time-to-market. Consumers are getting more demanding, so having a product innovation on the shelf sooner than the competitor really makes the difference. The constant flow of new products or changes in existing or promotional campaigns makes keeping track and having insight with respect to brand consistency even more of a challenge.