BXP - April 2017 - 28

28

Brand Directions
www.brand-directions.com
THE FIRM

clients that followed our process estimated savings of more

Throughout our 60-plus years, BrandDirections has worked

than $2 million dollars in one year!

with consumer brands large and small to connect their products to consumers. We apply our experience and expertise to

IN ACTION

the entire packaging process, and our collaborative approach

Driven by new consumer research, competitive pressures and

creates efficient and effective solutions. Our love of packag-

new regional blend product formulations, Kaytee, a divi-

ing can't help but spill over into branding and marketing; it's

sion of Central Garden and Pet, needed to refresh its brand

all water from the same stream. We are brand sensitive and

including an extensive packaging redesign while maintaining

brand sensible. Our tight-knit team of experienced profes-

its existing flexible packaging format. The previous design

sionals know the best tools, and most effective visuals and

for its wild bird food, feeders and other products to help con-

messaging to make your brand not only stand out but win in

sumers connect to birds was hard to read, over-decorated,

the marketplace.

and inconsistent.

THE PROCESS

Our BrandContinuum process helped keep objectives on

Our BrandConituum Process was developed from working

track across a large number of SKUs and packaging types-

with both large and small CPG clients. Clients were spending

objectives such as to position Kaytee as the science-driven

large amounts of money to develop unique brand positioning

leader in wild bird products and to provide clear visual

and design only to see it erode when applied across multiple

hierarchy and cues consumers are looking for including clear

SKUs. Line extensions was another area of packaging that

product nomenclature and descriptions, visual representation

would cause diversion from the original brand design-mean-

of the type of birds the food attracts in their relevant regional

ing it didn't maintain the balance of a family look and the

environments, color coding for product SKU differentiation

unique product extension attributes. We extensively stud-

and a clear plastic window to see the product. The redesign

ied the package design and creation process and began to

reinvigorated Kaytee's leadership position in the wild bird

insert key touch points to insure that the original brand intent

category and continues today as the company uses science-

continued through the entire process. One of our large CPG

driven innovation to expand its product line. x

A PR IL 2017

|

BRAND EXPERIENCE


http://www.brand-directions.com

Table of Contents for the Digital Edition of BXP - April 2017

Bxp - April 2017
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: Spicing It Up
Going High End
Makeover Challenge 2017
Using Design to Engage From Screen to Shelf
The Debate
The Toolbox: Technologies That Speed Innovation and Optimize Marketing Solutions
Index of Advertisers
The List
BXP - April 2017 - Intro
BXP - April 2017 - BB1
BXP - April 2017 - BB2
BXP - April 2017 - Bxp - April 2017
BXP - April 2017 - Cover2
BXP - April 2017 - 1
BXP - April 2017 - Contents
BXP - April 2017 - 3
BXP - April 2017 - 4
BXP - April 2017 - 5
BXP - April 2017 - Editor’s Letter
BXP - April 2017 - 7
BXP - April 2017 - The Scene
BXP - April 2017 - 9
BXP - April 2017 - 10
BXP - April 2017 - 11
BXP - April 2017 - 12
BXP - April 2017 - 13
BXP - April 2017 - Chief Experience Officer Series: Spicing It Up
BXP - April 2017 - 15
BXP - April 2017 - 16
BXP - April 2017 - 17
BXP - April 2017 - 18
BXP - April 2017 - 19
BXP - April 2017 - Going High End
BXP - April 2017 - 21
BXP - April 2017 - 22
BXP - April 2017 - 23
BXP - April 2017 - Makeover Challenge 2017
BXP - April 2017 - 25
BXP - April 2017 - 26
BXP - April 2017 - 27
BXP - April 2017 - 28
BXP - April 2017 - 29
BXP - April 2017 - Using Design to Engage From Screen to Shelf
BXP - April 2017 - 31
BXP - April 2017 - 32
BXP - April 2017 - 33
BXP - April 2017 - The Debate
BXP - April 2017 - 35
BXP - April 2017 - 36
BXP - April 2017 - 37
BXP - April 2017 - 38
BXP - April 2017 - 39
BXP - April 2017 - 40
BXP - April 2017 - 41
BXP - April 2017 - 42
BXP - April 2017 - 43
BXP - April 2017 - 44
BXP - April 2017 - 45
BXP - April 2017 - 46
BXP - April 2017 - 47
BXP - April 2017 - 48
BXP - April 2017 - 49
BXP - April 2017 - 50
BXP - April 2017 - The Toolbox: Technologies That Speed Innovation and Optimize Marketing Solutions
BXP - April 2017 - 52
BXP - April 2017 - 53
BXP - April 2017 - 54
BXP - April 2017 - Index of Advertisers
BXP - April 2017 - The List
BXP - April 2017 - Cover3
BXP - April 2017 - Cover4
https://www.nxtbook.com/nxtbooks/STMG/bxp_20200809
https://www.nxtbook.com/nxtbooks/STMG/bxp_202007
https://www.nxtbook.com/nxtbooks/STMG/bxp_20200506
https://www.nxtbook.com/nxtbooks/STMG/bxp_202004
https://www.nxtbook.com/nxtbooks/STMG/bxp_202003
https://www.nxtbook.com/nxtbooks/STMG/bxp_20200102
https://www.nxtbook.com/nxtbooks/STMG/bxp_201912
https://www.nxtbook.com/nxtbooks/STMG/bxp_awards2019
https://www.nxtbook.com/nxtbooks/STMG/bxp_201910
https://www.nxtbook.com/nxtbooks/STMG/bxp_201908
https://www.nxtbook.com/nxtbooks/STMG/bxp_201907
https://www.nxtbook.com/nxtbooks/STMG/bxp_20190506
https://www.nxtbook.com/nxtbooks/STMG/bxp_201904
https://www.nxtbook.com/nxtbooks/STMG/bxp_201903
https://www.nxtbook.com/nxtbooks/STMG/bxp_20190102
https://www.nxtbook.com/nxtbooks/STMG/bxp_201812
https://www.nxtbook.com/nxtbooks/STMG/bxp_awards2018
https://www.nxtbook.com/nxtbooks/STMG/bxp_20180910
https://www.nxtbook.com/nxtbooks/STMG/bxp_201808
https://www.nxtbook.com/nxtbooks/STMG/bxp_201806
https://www.nxtbook.com/nxtbooks/STMG/bxp_201805
https://www.nxtbook.com/nxtbooks/STMG/bxp_201804
https://www.nxtbook.com/nxtbooks/STMG/bxp_201803
https://www.nxtbook.com/nxtbooks/STMG/bxp_20180102
https://www.nxtbook.com/nxtbooks/STMG/bxp_201712
https://www.nxtbook.com/nxtbooks/STMG/bxp_20171011
https://www.nxtbook.com/nxtbooks/STMG/bxp_201709
https://www.nxtbook.com/nxtbooks/STMG/bxp_201708
https://www.nxtbook.com/nxtbooks/STMG/bxp_20170607
https://www.nxtbook.com/nxtbooks/STMG/bxp_201705
https://www.nxtbook.com/nxtbooks/STMG/bxp_201704
https://www.nxtbook.com/nxtbooks/STMG/bxp_201703
https://www.nxtbook.com/nxtbooks/STMG/bxp_20170102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201612201701
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201611
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201609
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201608
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201607
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20160506
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201604
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201603
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20160102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201512
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201510
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201509
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201508
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20150607
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201505
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201504
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201503
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20150102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20141112
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201410
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201409
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201408
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20140607
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201405
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201404
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201403
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20140102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201312
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201311
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20130910
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201308
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20130607
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201305
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201304
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201303
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20130102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201212
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201211
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201210
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201209
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201208
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201206
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201205
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201204
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201203
https://www.nxtbookmedia.com