CommsChat @CommsChatWe’ll be back next week, same time, same place. And look out for the transcript tomorrow morning. G’night all! #commschat
Europe's most popular communications, PR
and media conversation
This week's chat
- #CommsChat on how brands are responding to the pandemic
- Daily #CommsChat to keep communications flowing
- #CommsChat on internal comms during the Covid-19 crisis
- #CommsChat on employees as the gatekeepers to brand reputation
- #CommsChat on the use of video in internal communications
Latest CommsBlog
- Why internal comms has a role to play in building positive employee experience
- Mailrooms, the forgotten facility?
- Digital dieting: getting the right balance of tech in our lives
- The impact of GDPR on the PR industry
- Crisis comms, definition and best practice
Tags
- #Comms
- #CommsChat
- agencies
- Awards
- B2B
- brand
- branding
- brands
- CIPR
- communications
- community management
- Content
- crisis
- Crisis Comms
- csr
- customer service
- Digital
- Diversity
- employee engagement
- engagement
- Events
- ic
- influencers
- Internal comms
- ioic
- Marketing
- media
- media relations
- Mobile
- November
- October
- online comms
- PR
- PRCA
- qualifications
- reputation
- September
- Social Media
- strategy
- technology
- the future
- Transcript
- video
October 15, 2013 Transcript of #CommsChat on brand packaging
Last week we were joined by guests Barbra Wright (@woodandwarrior) and Hamish Campbell (@pearlfisherlive) who discussed the implications of packaging trademarks, design and brand in the food and beverages sector. The compelling discussion looked at everything from brand awareness and reputation to the changes in own-brand supermarket packaging. Take a look at the highlights below:
- @chelsmeyer73 A2: the way food/drink is displayed in stores can overwhelm costumers with choices. You need to make your product stand out!
- @WeAre7Degrees It’s a massive market so you need appealing packaging in order to stand out. That can be dome through design too.
- @pearlfisherlive Another innovative use of color is not to use it at all. Brands are increasingly letting the beauty of products shine through
- @pearlfisherlive The growing use of design in private label is an amazing thing. Don’t be afraid of disruption; it’s fuel for innovation
- @Jingely The aesthetics will be the first (& determining) encounter of product by customer, even before consumption
-
@woodandwarrior yes, but if the product is rubbish the aesthetics fall down at first base and all that work is wasted
And the full hour
-
Thanks so much for having me @CommsChat #commschat @Woodandwarrior It was a pleasure!
-
Great discussion on #commschat see you next week.
-
@CommsChat As store brands invest more in packaging,they align themselves 2b direct competitors.No longer using “Acme” packaging. #commschat
-
Any final comments? #commschat
-
@pearlfisherlive @CommsChat #commschat I agree. makes it more interesting. but I get annoyed when they rip off other brands & trick punters
-
We’re nearly out of time so I’ll thank @woodandwarrior and @pearlfisherlive for a really great #commschat on packaging design. #commschat
-
@chelsmeyer73 Great to have you tweeting tonight. Do join in next week #commschat
-
Opinion on my first live twitter chat…very cool! I’ll definitely do it again! #commschat #sm379
-
The growing use of design in private label is an amazing thing. Don’t be afraid of disruption; it’s fuel for innovation. #commschat
-
@CommsChat Tricky 1. Major branding overhaul /longterm dedication to CSR ?#commschat If rebounding frm economy maybe: http://www.womansday.com/food-recipes/5-recent-beverage-brand-overhauls-72781 …
-
@CommsChat #commschat because the combination of colour, shape, form, font, tone anchor our relationships with brands
-
@CommsChat @woodandwarrior Didn’t Royal Mail change theirs as well? #commschat
-
@CommsChat #commschat nah don’t think so, too much love! same with Tropicana – ooh this is juicy: http://astuteo.com/desktop/articles/tropicana-redesign …
-
@CommsChat #commschat well 2 sided coin: death of brands or putting the fire back in their belly to create some good comms
-
@woodandwarrior That’s a good example. Everyone hated the new Gap logo. But had they just stuck with it, maybe diff result? #commschat
-
@CommsChat #commschat it wasn’t court or packaging – but yes masses swing votes: http://www.theguardian.com/media/2010/oct/12/gap-logo-redesign …
-
@CommsChat Maybe not as much on consumer perspective than it is on stakeholders. #commschat
-
T6 is a good one: How do the changes to own-brand packaging & moving closer to on-brand put pressure on brands? #commschat
-
@woodandwarrior @CommsChat That is really good. #commschat
-
@CommsChat exposure is exposure…so yes, i think some brands could definitely see a positive effect from a court battle. #commschat
-
.@woodandwarrior @WeAre7Degrees OOH hadn’t seen that one before. It’s quite good #commschat
-
@WeAre7Degrees @CommsChat #commschat – this infographic is great too http://www.epreneur.tv/psychology-of-color/ …
-
Could court battle then have a positive effect, ie in solidifying support for a specific brand vs. the other? #commschat
-
@CommsChat In this day and age – non-transparency, or maybe the notion of non-transparency, and one-way communications. #commschat
-
@CommsChat Yes. A brand’s reputation can be dragged through the mud during a court case hence why so many choose to settle. #commschat
-
A5: Absolutely!court battles mean more exposure of an issue reaching more people &spreading opinions on ur reputation good or bad #commschat
-
@CommsChat #commschat a court battle can bring the quiet loyalists out marching in the street, never mind the naysers
-
@CommsChat #commschat you could talk about emotion and fuction yaddha yaddha but it’s deeper than that
-
@CommsChat #commschat reputation is a combination of product hitting ‘the spot’ and brand hitting ‘the other spot’
-
T5: Does a court battle have an impact on reputation? #commschat
-
@amandacomms yes! them too! #commschat
-
A4:A company can harm its reputation by its own actions or could be harmed by the words of customers especially thru social media #commschat
-
@Jingely @woodandwarrior @CommsChat I agree. I am a firm advocate in the KISS concept. #commschat
-
@chelsmeyer73 or potential customers #commschat
-
How do brands rebound in food and drink? Have brands implicated in horsemeat scandal rebounded yet or can they? #commschat
-
A4: Your reputation as a brand is determined by how your customers or other consumers view you #commschat
-
@woodandwarrior @WeAre7Degrees @CommsChat … too many changes in the fundamental branding could cause consumer fluctuations. #commschat
-
@CommsChat #commschat and variation across everything is more risky and inspiring, like Arizona drinks
-
@woodandwarrior @WeAre7Degrees @CommsChat flexibility in the packaging, yes, but … (cont’d) #commschat
-
@CommsChat T4: Value, consistency, trustworthiness. Violate consumer trust, brand can b 4ever harmed. #commschat
-
@CommsChat Also a good PR can make, repair or ruin your reputation. #commschat
-
@CommsChat #commschat yes variation across range pillars is very important and makes things fun…
-
@CommsChat Your reputation is based on your behaviour and it can be damaged by not delivering what you promise. #commschat
-
Topic 4: What determines reputation in the sector? and how can it be harmed? #commschat
-
A fantastic guide to choosing your brand colour. Contains all the words associated with those colours http://www.usabilitypost.com/2008/09/29/a-guide-to-choosing-colors-for-your-brand/ … #commschat
-
.@woodandwarrior That’s interesting.Some brands, like Covent Garden Soup, alter their look per product. Keeps things interesting #commschat
-
@WeAre7Degrees @CommsChat @Jingely #commschat finding the balance between sense and flexibility is key
-
@WeAre7Degrees @CommsChat @Jingely #commschat – hmmm consistence is important for structure and identity but flexibility creates interest
-
@CommsChat T3 Color evokes emotion, whch can lead 2 a connection. Its the 1st msg consumers dissect. Must convey lots n seconds. #commschat
-
As your brand grows and evolves then so should your branding. #commschat
-
@pearlfisherlive That only works on specific brands, very corporate ones or no colour can look either too clinical or dark. #commschat
-
A3: i think color is one of the most important elements of packaging color can change your mood or sense of a brand unconsciously #commschat
-
@Jingely @CommsChat Absolutely! Consistency is key in branding and across all channels. #commschat
-
@CommsChat #commschat the most important thing is that it works easily! and that it tells you what’s inside. without lying
-
Another innovative use of color is not to use it at all. Brands are increasingly letting the beauty of products shine through. #commschat
-
@CommsChat consistency of colour and the font imagery – even if it changes, it needs to maintain a degree of similarity #commschat
-
@CommsChat #commschat colour can create a wall, a block or rhythm on shelf
-
@CommsChat Colour is significant as it reflects the ethos and personality of your brand. #commschat
-
@Jingely @CommsChat #commschat – yes, but if the product is rubbish the aesthetics fall down at first base and all that work is wasted
-
While brand equities like color can be very powerful, kicking category cues is actually an amazing way to set yourself apart. #commschat
-
@CommsChat It’s a massive market so you need appealing packaging in order to stand out. That can be dome through design too. #commschat
-
T3: What impact does colour have on a brand? Or what is the most important element of packaging? #commschat
-
@LeavUrImge2FDP @CommsChat It’s sight and smell when it comes to food. #commschat
-
@CommsChat #commschat scourge of the landfill – is this type of innovation a real option http://www.wikipearl.com
-
@CommsChat T2: Sight is part of the eating experience. We taste with our eyes long before the mouth gets involved. #commschat
-
@chelsmeyer73 I agree and colour is just one aspect of many when it comes to branding. #commschat
-
.@AdamAzor Hershey/Cadbury also had another court battle re: the four finger shape of the Kit Kat bar. #commschat
-
@BrittanyGolob2 BTW two examples of those brands could be absolute (shape) and Coke (Literally changed Santa from Green to Red!) #commschat
-
@BrittanyGolob2 So what happens when all of the colours are trademarked and we run out of colours? #commschat
-
@woodandwarrior @CommsChat I agree! packaging is so important in the food/drink sector b/c it holds multiple purposes for a brand #commschat
-
This is especially true in food & drink and allows challenger brands to express their point of difference on pack. #commschat
-
@CommsChat The aesthetics will be the first (& determining) encounter of product by customer, even before consumption. #commschat
-
Usain Bolt trademarked the arrow sign. I wonder if any other brands have done that? #commschat
-
why do you think supermarket own brand labels rip off well know brands colour ways… #commschat
-
While many brands are scooping up the rights to stagnant brand colors, others are celebrating creative consumer freedom. #commschat
-
People shop via heuristics… e.g. mental shortcuts to colours & shapes which equals packaging… #commschat
-
@BrittanyGolob2 Thanks. We are talking about the actual colour or the colour name? #commschat
-
@CommsChat #commschat and to create a bridge between product and human hand – the transitional surface
-
@CommsChat #commschat and perhaps the more pertinent question is why is less packaging more important in the food and drink sector?
-
I think it’s a tad OTT to trademark a colour. If we go down that road then where will it end? #commschat
-
A2: the way food/drink is displayed in stores can overwhelm costumers with choices. You need to make your product stand out! #commschat
-
@CommsChat #commschat oh and otherwise everything would be very messy and unruly!
-
brands that truly own shapes or colours… don’t need to trademark… #commschat
-
@CommsChat #commschat for many reasons! to protect firstly, then to differentiate, seduce, inform, persuade, arrest…
-
Hi @woodandwarrior and @jingely, don’t forget to write #commschat in your tweets!
-
Our second topic looks at food/drink specifically: Why is packaging important in the food and drink sector? #commschat
-
@CommsChat shapes can be personalized more easily then colors.Mcdonald’s can own the “arches” shape but not the colors red&yellow #commschat
-
A1: I think shapes and/or shapes with specific colors associated to them would be ok to trademark but not a color by itself #commschat
-
@CommsChat A1: While co’s like @TiffanyAndCo invest tons n branding bsd on signature color,hard 2 trademark artistic mediums. #commschat
-
Louboutin and YSL, for one, had a similar dispute about red soled shoes a couple years ago #commschat
-
@CommsChat @woodandwarrior Hello all, this is Hamish. Happy to be joining you today. #commschat
-
T1 is re: the Cadbury/Nestle dispute: Should a company be able to trademark a colour or shape or the like? #commschat
-
#commschat: looks at all aspects relating to communications, When: Mondays, 8:00pm UK. #tweetchatshappeningnow
-
We’ll discuss the impact of packaging on brand and reputation and much more. #commschat
-
We’re joined by packaging experts Barbra @woodandwarrior and Hamish from @pearlfisherlive #commschat
-
Evening all, Brittany here with a #commschat on packaging and brand after last week’s news in the Cadbury/Nestle trademark battle
Pearlfisher @pearlfisherlive
7 Degrees North @WeAre7Degrees
Farrah Parker @LeavUrImge2FDP
barbra wright @woodandwarrior
Chelsea Meyer ♡ @chelsmeyer73
Jessie J’ng @Jingely
Amanda Coleman @amandacomms
Brittany Golob @BrittanyGolob2
Adam Azor @AdamAzor
Gnosis Media Group @GnosisArtsSee what others are talking about "Brittany Golob"
Comments
No comments yet.
Leave a comment