Beg to Differ

A brand strategy blog - by DenVan

Seth Godin on brand packaging: he’s right (this time)

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The true job of “packaging” (hint: it’s not just to wrap stuff)

Beg to Differ is focusing on a great blog post today by Seth Godin which asks a question we all need to ask ourselves: “does your packaging do its job”? But of course when Beg to Differ (and Seth)  thinks about “packaging” we don’t mean a disposable wrapper…

Image (uncredited) from sethgodin.typepad.com
Image (uncredited) from sethgodin.typepad.com

Mmm. The Land of Chocolate.

Okay, symptoms I don’t always agree with Seth. Actually I almost never agree with him when he talks about product naming (Squidoo?!?) or brand architecture (Apple’s  iMac / iPod / iPhone convention sloppy?!?). But today he’s dead on in his assessment of the packaging for the chocolate product above, from the company Madécasse (pronounced mah – DAY – cas).

Now, you may look at it and say to yourself: hey! That’s not bad. It’s actually really well designed. And you’d be right: it’s a simple, elegant design that looks like craft-made – and probably expensive – chocolate. And again. You’d be right. You’d also be right if you noticed the effective use of repeated elements across the packaging, the solid little icon, and the nice differentiating touch of the little ribbon tied at the top.

You might also guess that this is fair trade chocolate. And again, you are a smart reader.

All very nice. All very professional. Yay.

So what’s wrong with a nicely-designed package?

Nothing wrong. That is, there’s nothing wrong *if* the design also helps customers to find you quickly in a store full of high end chocolate bars – which is where these bars would be most  likely to be sitting.

Nothing wrong. If your attractive design doesn’t actually act like camouflage – hiding you from their eyes.

Nothing wrong. If your design doesn’t also hide the fact that your product has a very different story (Madagascar chocolate! Made in Africa by Africans!) that could create an emotional bond – if only people could see through the wrapper to you.

Nothing wrong. If you listen to Seth for a moment:

I don’t think the job of packaging is to please your boss. I think you must please the retailer, but most of all, attract and delight and sell to the browsing, uncommitted new customer. – Seth Godin

How about you?

When you think about all the “packaging” around your product, service, or person-brand, are you just following the “nice design” conventions? If so, your package may be actually hiding you from your customers.

Instead, think about how the outer packaging acts as a transparent window to the really important differentiators that for the heart and soul of your product.

Or in Seth’s words:

  • The story you can confidently tell. (for more on stories, see yesterday’s Beg to Differ)
  • The worldview the buyer tells herself. (or “Values” see Protecting your brand’s Crown Jewels)

    • And like Seth did, I’ll end by wishing you a happy Valentine’s Day. Why not celebrate by sharing a fair trade chocolate bar with someone you love? Even if it’s not well-packaged and clearly differentiated (yet), it’ll make you feel great!

    More coffee with a conscience – Bridgehead opens 10th location

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    Signage and store design nicely blend warm colours with very contemporary elements. The stores fit equally well into old stone heritage buildings or brand new condo buildings (as here).
    Signage and store design nicely blend warm colours with very contemporary elements. The stores fit equally well into old stone heritage buildings or brand new condo buildings (as here).
    Right across the street from Starbucks, cialis 40mg and about 500 metres from the 1st Bridgehead in the Westboro area of Ottawa (and a short walk from my house), dosage my favourite coffee brand has opened a shiny new 10th location. And boy am I excited.
     
    Two days before they opened, rx I managed to get a tour from store manager Mia and Tracey Clarke – one of the co-owners of the chain – but I had to keep my bike helmet on since it was still a hard-hat zone. Then, on Friday morning before the store opened, I was able to score the first cup of coffee.
     
    Okay, so I’m a geek, and the chain is run by friends, but as a brand guy I’ve been eagerly following this local success story nearly from the beginning.
    Coffeeshop manager Mia Eriksson and Bridgehead chain owner Tracey Clarke
    Coffeeshop manager Mia Eriksson and Bridgehead chain owner and my local brand hero Tracey Clarke (yes that's a box of subway tiles she's slogging).

    Top ten brand lessons to learn from Bridgehead:

    1. 1. Great product consistently delivered – yes it’s fairly traded, organic, and shade grown, but Bridgehead puts great care into the quality, variety, and freshness of the product. The rest of my top ten list would matter not a bit if the beverages, treats, and lunch items weren’t top notch. They are.

    Oh, and on the innovation front, BH managed to scoop Starbucks on the custom coffee front. Just as the Seattle mega-java purveyors were buying the Clover company  BH was able to get a small number of the uber sexy Clover Machines before Starbucks stopped selling to cometitors.As a result, Ottawa coffee lovers will get to taste Clover coffee years before Starbucks ever brings the technology to its Canadian stores.  Wired.com reviews the Clover. 

    2. Great cause(s) – Tracey Clarke got into the coffee business after visiting Central America in the 80’s and realizing that the local people were producing incredible coffee, but they couldn’t get any of it because of a) export monopolies, b) prohibitive prices, and c) shamefully low prices for their beans. She and a partner bought the original Bridgehead brand from a well-meaning charity that was way over its head trying to run even one  retail store, then turned it around, and in a few short years has become the quality coffee brand in Ottawa.

    3. Local brand – I’m an Ottawa boy. They are an Ottawa-based chain; the money stays in town. All good.

    4. Committed to walkable urban neighbourhoods – despite the obvious pull from suburban areas, there are no drive-thru windows at any Bridgehead (yet). The chain has continued to place its new locations in traditional main-street areas throughout Ottawa, and as a founder of the Welling ton West BIA, I can tell you they have been very supportive and active in street-level retail initatives and issues.

    5. Really nice people – the founders are level-headed, approachable folks, and their approach has attracted strong staff in the stores. Employees tend to be older, better educated, and “hipper” than in the other shops around town.

    Here's me at the new Bridgehead withthe first cup of coffee served to an outsider and the all-important first Internet ticket.
    Here's me at the new Bridgehead withthe first cup of coffee served to an outsider and the all-important first Internet ticket.

    6. Great spaces – real attention to the usability of space. Nice blend of lounging, working, and conversation spaces, Bridgehead has been refining the blend with each new store they build, creating a noticeably more “human” place than the average Starbucks or Second Cup.

    7. Family friendly – because of the demographics of many of their host neighbourhoods (and fact that most of  the management have young children), they’ve proven much more open to non-coffee drinkers in the stroller set, plus toddlers and school-aged children. Creates a lot of noise at times, but on the weekends, my kids love to visit.

    8. Business-friendly – after some wrestling over the prevalence of laptop “campers” in some early stores, Bridgehead has struck a nice balance between open areas and places to plug in, and free wireless with a one-hour limit. 

    9. Strong retail branding – their online and social-networking presence could use some definite work, but in terms of creating a brand experience outside and inside their stores, they are hard to beat. This is due to the active involvement of the founders in every aspect of store design, so it will inevitably become increasingly challenging to sustain as they grow further without more formal “policy” work. But the fundamentals are very strong.

    10. NO ADVERTISING(!) – this may sound strange on a “branding” blog, but remember this site is about brand strategy, not advertising, so I don’t make my money from media buys or column inches purchased. Bridgehead has managed to accomplish all of the above without spending a penny on traditional advertising. Again, this may have to change as they grow, but by reaching out through social-justice oriented circles, supporting like-minded causes, lots of “in-kind” community contributions, and to reitierate, being incredibly smart about their product and retail fundamentals,  they have succeeded by DIFFERING not by TELLING people they were different.