What is branding? For me, it’s the action a brand does when it connects emotionally with a consumer. If a manufacturer in the consumer packaged goods industry wants to launch a new product into the market, it needs to focus on developing a unique offering: a brand and a package design that communicates and connects with the consumer.
Today, companies need to react fast. More decision makers rely on speed for growth. If you hit the market first you have a better chance of getting a higher market share.
Let’s focus on packaging; the consumer plays an important role in why speed is in the center stage when a brand is being launched.
On one hand, you have innovation; as humans, we love to innovate, try new things, and we get bored easily. We love trendy stuff; whether it’s a different flavor with antioxidants or the power of oxygen to better clean our clothes. Meanwhile, on the other hand, we are living the “Instant gratification” era where, as consumers, we want everything now. Want to see a movie? Just open an app and done! Want to see the color of your cousin’s new car? Jump into Facebook and there you have it!
In the CPG industry, innovating in the instant gratification era is far from commonplace. The process to launch a product is slow and, after manufacturing, the brand implementation takes forever. Today you find many options on the supermarket aisle that started their launch process more than a year ago. And some products stay on the shelf longer than others.
Every brand is in a race to launch their new product faster to get an edge over the rest, and one way of getting ahead in the industry is by turning around all the branding implementation faster than your competitors. By focusing on speed, your brand will get to the shelves faster, and you will have a greater chance of making an impact.
We believe that a speedy cost-efficient model is the answer for changing the industry.
Francisco J Serrano
President and CEO
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Last Edited on May 25, 2018