81PDMJanFeb09Hinkel国外设计策划提案7.doc

81PDMJanFeb09Hinkel国外设计策划提案7 $15USJanuary/Februaryxx?Vol.7No.1PACKAGING”“VALUECo-Branding withCostcosKirkland Sealof ApprovalYouNeed a?DoBrand IdentityManager?CreatingHigh-End AppealatWegmansCompellingBrand LoyaltyinTough TimesDESIGNERS CORNERBrandIdentity Management:Bridging theGap BetweenDesign andImplementationBy Jack HinkelDesign agenciesand theirclients engagedin the packagingdevelopment processand othermarketing initiativesmustbe carefulto bridgethe gapwhen movinga creativeideafrom conceptto reality.Increasingly,forward-thinking agenciesare usinga fo-cused specialistto bridgeseamlessly thefunctions of design,implementation,and production:the brand identity man-ager(BIM).Including a BIM ina brands visualidentity orpackagingdevelopment processcan help to improvequal-ity,increase speedto market,lower overall costs,and reduceproduction problems across packaging andall of a brandsconsumer municationsand initiatives.other andprovide thenecessary toolsto ensurethe finishedartworkis aurate and onequity ateach consumertouchpointincluding packaging.The additionof brand identity managementcanincrease speedto market,lowercosts,and reduceproduction problems.The suessfultransformation ofcreative ideasintoproduct packagingrequires theintegration of aesthetics andthemelding of artistic vision and technicalknowledge.ABIM knowsfrom experiencethat designconsistency andqualityhelptodrive brandequity and,therefore,can makethetough choiceswhen technicalor productionconsidera-tions dictatea specifireative execution.What isa BIM?The functionof brandidentity managementisto safeguardthe municationof abrands visualidentityas it is broughtto life.This isnot necessar-ily arestrictive process;rather,it providesfocus andcontinuityfor the client/agency teamalong thede-sign/implementation continuum.The roleofaBIM canvary frombrand tobrand,client toclient,and projectto project.Nevertheless,experience andcapabilities generallyinclude:?An aestheticdesign background,including aBachelorof FineArts degree(or similar)andextensive,hands-on experiencein consumerpackagingand design?Excellent municationskills,especiallywhen workingwith the project teamto ensureexpectationsare metthroughout theentire sup-ply chain?An understandingof thecost implicationsandlimitations associatedwith specificpackagingstructural anddecorative processesBrandidentity management anchored the implementation ofeffective?Creative problem-solving abilitiesto managepackaging,promotional,and point-of-purchase materialsfor thisleadingtechnical issuesand productionchallengeswhile followingprojects throughto pletionbathroom tissue brand.?Leveraged knowledgefrom differentworkingBenefits ofa BIMmodelsto helpestablish andrefine bestpractices,asAdding aBIM to thepackagingdesign teamcan helpa well as developlearning opportunitiesclient“have itall”improved quality,increased speedtomarket,lower overallcosts,and reducedproductionprob-BIM involvementis particularlyimportant whenmul-tiple agenciesare collaboratingonabranding project.The lems.Following area numberof examplesofaBIMs valueBIMcan facilitatea smoothhand-off fromone agencyto an-to the design process.2January/Februaryxx|PackageDesignMag.Helping meet consumer needs:Interbrand usedBrandIdentity Managementto supportthe redefinitionofa leadingbrands strategyand marketsegmentation withinthehighly petitivebathroomtissuecategory tohelp itbettermeetconsumerneeds.After thecreation ofa tar-geted design systemfocusing onboth functionalandemotive opportunitiesextensive consumerresearch wasusedto furtherdefine areasof consumersegmentation.Bybolstering researchmethodology withaurateandeffi-cient testingmaterials,realistic productprototypes andsalessamples,Interbrands assignedBIM greatlydimin-ished technicalissues laterin production.The BIMalso Interbrands brandidentity managerprovided brandidentity guidelineswasable toexpedite projectschedules and increase speedto tohelp agency partners auratelyimplement newproduct packagingandin-store materialsfor thisglobal telemunicationspany.market.In thisscenario,brandidentitymanagementan-chored theimplementation ofeffective packaging,as wellaspromotional andpoint-of-purchase materials,during atocreate andproduce theimages andartwork usedin adver-period ofrecord salesand recordshare growth.tising,point-of-purchase,and direct-to-consumer promo-Improving packaging quality:When Interbrandwastions as wellasin-store displaysand packagingwith thefirst engagedby amajor petfood brand,theprojects BIMBIMserving asa primarypoint ofcontact.Developing im-worked withthe designand productionteams toensure thatagerywith multipleuses inmind hashelped toreduce over-new packagingwas designedto bestleverage variousexist-allcostsfor photographyshoots andimage manipulation.ing printprocesses.Armed witha thoroughunderstandingInterbrand alsoleads thecreation of brandidentityguide-of printtolerances,spot and process colorusage,as wellaslines and/or packagingguidelines formany largeconsumer differingsubstrates,the BIMfacilitated theadaption ofbrands,often directingthe effortsof other agency partners.packaging graphicsfor usewith flexographyand gravureAgain,the BIMensures thatlarge,often plexsystems printing.By doingthis,thedesignprovided betterink cov-are describedboth visuallyand verballywith clarityand en-erage,improved overallpackagingqualityand increasedvisi-thusiasm.bility onshelf.It alsosignificantly loweredcosts bypavingDirecting implementation:Another exampleofathe wayfor aeleratedprint runs.BIM helpingto directagencypartnersthrough brandProviding brandconsistency acrossmultiple formsidentityguidelines isfound inInterbrands workfor aand agencies:The sizeand plexity of theantiperspi-global telemunicationspany.After pletinga rant/deodorant andhair carecategories offerample chal-redesign of the brands iconiorporate brandidentity,lenges forartwork implementationacrosspackagingandInterbrand re-launched the brand in the consumerspace promotionalmaterials.Through itsongoing workfor aviaproducts incategories suchas residentialand smallmajor haircare brand,Interbrand providesvisual consis-business phones,Inter hardware,and wireless.Inter-tency acrossnumerous packageand brandingtouch points.brand broughtkey equityelements tothe newpackage Inthis case,the BIMworked withink andcolorant suppli-designsystemthat builton thebrand pillarsand createders,as wellas overa dozenpackaging formand structureaneffective linktothebrands otheradvertising andmar-partners,on theclients behalf.The BIMleveraged depthofketing expressions.The BIMfocused onbrand visualiza-experience andindustry connectionsand researchednewtion,written description,training,and webresources,techniques andmaterials toselect thebest optionsavailable.enabling agencypartners toimplement packagingandin-This ensuresthat brandidentity elementsare consistentlystorematerials aurately.This suessfulrevitalization hasreproduced onnumer-been orchestratedacross allof theclients domestion-ous bottles,tubes,cans,JackHinkelsumer categoriesand touchpoints.caps,and closures,usingis executiveManaging volumeandprocess:Interbrands workfor multipleprintingdirector ofan entertainmentconglomerates private-label lineof gro-processes andsubstrates.implementationcery itemshas beensuessful,in part,because ofanother Inaddition toad-for Interbrand.dressing thebrands BIMstrengthproduction knowledge.Across numerousHecan bepackaging-related is-product categories,theclientbrand existson boxes,bags,reached atsues,Interbrand part-cans,bottles,and othercontainers.Closely followingthejack.hinkelinterbrand.ners withother agenciesguidelines createdby theparent corporation,InterbrandPackageDesignMag.|January/Februaryxx3leverages itscreative andproduction skillsto navigatesuc-cessfully theplexityofthese multiplecategories.Thesheer volumeofbrandSKUs hasmandated anongoing bal-ance ofcreativity andprocess.The morethan100licensedcharacters usedto municate thebrand,aswellas uniquepuzzlesand gamescreated forthe packages,f