BXP - June/July 2017 - 28
New Routes to Brand Loyalty LA-based design firm Gelcomm is keeping their ear to the ground What brands do consumers trust and why? The answer to this question looks very different than it did a decade ago. Long gone are the days where established brands could simply rest on the laurels they'd groomed through generations of traditional advertising. With exponentially rapid growth in digital commerce and the craft revolution, a newer, spicier stew of competition is coming to a boil. Tapped into a pipeline of infinite options, consumers increasingly crave products and services that tout once-quaint notions of authenticity, local-sourcing and artisanal craftsmanship-notions which younger, more nimble brands are ready and eager to deliver on. The playing field has never been more democratic, as big and small brands alike must be willing to constantly earn and re-earn buyers' allegiance. Gelcomm, a multidisciplinary branding agency, works with both the majors and the independents. They recently shared their insights with us on how brands can adapt to and stand out in this new marketplace. It's not just about youth. what attracts both demographics to the brand. Emboldened by our research, Though Gelcomm is recognized for their expertise in reaching younger de- P&G was willing to push the boundaries of the category and it resulted in mographics, the much sought-after Millennials and Gen Z, agency principal something truly unique, yet deliberate. In the end, we kept the visual aes- Patricio Fuentes feels this is a slight misconception. "We don't specialize in thetic clean, guiding mom's eye to the most desirable features, but integrated youth," he says, "we specialize in the lifespan of consumers. Focusing exclu- exhilarating hits of black, graphic typography and iconography... previously sively on the younger demographic misses the vital insights you obtain by unheard of in this category. The result was a resounding success for the engaging with them throughout life." Gelcomm's philosophy is rooted in dia- brand, and it sharpened our ability to be thoughtfully creative in the space." logue with consumers that begins early and continues as they mature. Adds Nine years later, Gelcomm continues to design P&G's kids' oral care. Patricio, "While packaging needs to be 'cool' enough to appeal to a young audience, it's still mom who does most of the buying." Savvy, established brands How to lift branding in an oft-forgotten are hip to this. Says Patricio, "Our clients understand lifecycle-they reach out grab-and-go category. to us because they know Gelcomm has the latest insights on the user group Some of Gelcomm's most successful efforts involve turning a grab-and-go today and tomorrow, as well as the actual buyer." product into a brand with a message. Cabeau-a travel accessories company that creates, among other things, top-of-the-line travel pillows-approached Cross-generational branding in oral care. the agency for a makeover in 2016. In a segment with no breakaway leader, Gelcomm's approach to branding through package design can be seen in the the company saw an opportunity to differentiate themselves. "For millennials, work they have done, and continue to do, for Pro Health for Me, Procter & travel is part of life," Alicia remarks, "but you really have to pull at their heart- Gamble's first ever Tween-focused oral care product. As Creative Director strings to get their attention. We cut back on packaging materials to highlight Alicia Goodyear-Lichens told us, "The packaging for this complete oral care the sustainability of the product." The brand's message also became about the regimen needed raw visual impact to appeal to 8- to 12-year olds, as well as journey, rather than the destination-a subtle, yet essential re-alignment for a the critical health credentials moms look for when they shop. By studying generation that values experiences over more traditional creature comforts. shopping habits in the segment and talking with real kids, we uncovered
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