"Strategy is choosing to perform activities differently or perform distinctly different activities than everyone else."
In a world full of hyperlinks between culture and brands it’s important to look for references, put the brand into context, play with connections. For founders brands are often seen to isolated, they do live in a world full of connections. Everything is seen in context.
However, Millennials and Boomers have more things in common than you’d think.
These consumers are actively looking for trustworthy brands, but at the same time they’re looking for a brand experience that stands out from the clutter of the marketplace. To dominate the marketplace, brands have an opportunity to differentiate themselves from what is out there, finding a unique narrative that tells their story and allows for their products and services to speak honestly and effortlessly.
While the old packaging strived to be visually seductive, it fell more on the generic side with colors, typographies, and ingredient shots that no longer stood out on the shelf. It wanted to capture a consumer that no longer exists through its generic ingredient and product photos, and lacking any meaningful narrative.
brand expression - visually, verbally, behaviourally, environmentally, digitally, conversationally, sensorially