Redesigning a brandmark (logo), marketing material, ad campaigns and website’s main purpose should be to catch the eye of the media and consumer to communicate value over the other competitors. It also reinvigorates employees to be proud of the place they work and sends the message that “yes, we are relevant and growing.” But if there is not a distinctive value being offered behind the hype then the product/service is still a commodity in a great wrapper.
Soon the buzz of the new design will fade and the company will be worse then when they started.
In the beginning of the year Tropicana, who has invested years into brand recognition redesigned their visual identity? The new brandmark was less readable. Consumers didn’t recognize it as Tropicana and sales fell. Soon they realized the redesign was a bad idea and scraped it.
They could of saved a lot of face plus millions in execution if they identified that their value was in product recognition.
People shopping for a product are likely to compare once. After that the buying decision becomes mindless and they “do what they have always done.”
Don’t skip discovery and strategy or execution will cost more than you want to pay.
In Lean we call this the VOC or "Voice of the Customer". It looks like they made assumptions instead of actively checking with their end users as to what was valuable about the packaging of the product. When you improve your product without the VOC there is always waste: Time, Money, Opportunity..etc.
Jon
http://www.scentedpens.com/
Posted by: Heidi Wetzel | October 10, 2009 at 04:47 AM
Love it Jon! I will use this.
THANK YOU
Guy
Prv. 3:5-6
Posted by: Guy | October 10, 2009 at 10:13 AM
Wonderful post about designs, I like your views that you shared.
Thanks!
Posted by: Logo Design | December 11, 2009 at 04:46 AM
Thanks Bryan.
Posted by: Guy Richards | December 11, 2009 at 07:19 AM