EXPANDING A BRAND'S REPERTOIRE

The subject - via its face value - is indeed challenging & NOT an easy (and straight forward!) task. Doing so requires thorough planning; underpinned with sound logic & much importantly, commitment to mount, invest & sustain.

AP Branding supported this challenge by embracing the expansion of the Eden Cheese Franchise - the market leader for block cheese in the Philippines -  via the brand's entry & innovation in to the spoonables category through the launch of Eden Mayo & Sandwich Spread. This undertaking is clearly outside Eden's cheese confines.  Visually, we delivered the cues of warmth, freshness, vibrance & overall taste; & allowing these values to 'speak' & be brought alive in the design exercise.

THE BIG C

This is arguably one of the most common (and bluntly); 'taken for granted' word in the dictionary. They say it was meant to be broken huh?

Well, NOT really from a professional sense. This is what clients need from us. They need us to embrace their challenges, treat their business as if it was ours. Believe me: It won't hurt if you'd have a committal mindset to clients. And if they realize this, they will definitely COMMIT to your favor (and give you more work!).

VISUAL FOUNDATION & FORESIGHT

One of the first few posts in this blog was the Sagota rejuvenation. I am excited to share how such easily extended in to a non alcohol beer (NAB) offer. I am not saying I am a big fan of any NAB product, but more of how such a design and its visual foundation are made malleable and flexible to easily embrace future variants, extensions & overall innovations.

It is always NOT helpful to have a narrow view on design, and doing 'designing' in isolation. Always consider the broader picture & agenda, and see how your efforts can have legs or wings to embrace long-term foresight.

Photo source: http://tuoitrenews.vn/business/21577/drink-without-getting-drunk-vietnam-brewer-unveils-alcoholfree-beer

RELENTLESSNESS THAT IS SECOND TO NONE

I have always admired Larry Bird. People call him Larry Legend now. Why? He is one of the best in the game (if NOT the best!) What he lacked with regard to physical gifts and overall athleticism, he filled the gap and void by playing smarter, more effectively and really worked his 'pants and socks off' every practice and importantly, every game.

Aside from this guy's ultra high - I would say genius hoops IQ - he was just so relentless at both ends of the floor. Picking (and making!) his shots wisely, and covered (and locked up!) much stronger and larger men at the defensive end. Bird would really punish you - literally - and lay down that killer blow if you are lazy and sluggish.  

I do think that this RELENTLESS attitude and overall mindset is what we need to embrace and exude. There is NO excuse to 'coast along' - step backwards 2-5 steps as it may - but doing so will allow you to play it ahead and move 100 steps forward!

Photo courtesy of bleacherreport.com.

BEING MINDFUL OF KEY BRAND (AND VISUAL) EQUITIES: TANG VISUAL UPGRADE (PHILIPPINE MARKET)

We are so fortunate to be part of the leading powdered juice (and the market leader in non-dairy based powdered beverages!) journey to embrace a 'visual upgrade'. I am so delighted to share with you the resolved work for Tang (and now available in stores nationwide).

The revised pack may not be too far away from the brand's previous state, and I would say this isn't really a bad thing. I'd always say to clients, when transitioning market leaders - brands that are extremely so popular - let us be mindful of their individual statures are just so recognizable  and well-engrained in their consumers' individual cultures.  If we just reinvent them to the extent that we throw all visual equities out of the window, we'd end up with a totally different pack. One that is just outside consumers' expectations and end up alienating people (and delivering a disservice to the client and brand).

When seeking change: Don't just change for the SAKE of change itself. 

DIALOGUE: THE BEST WAY TO MANAGE CLIENTS (AND PEOPLE IN GENERAL)

Ever got caught up in a ping-pong of email exchanges with a client or someone important? On hindsight: Was there a time that it felt awkward and worse; heavy and underpinned with some (or with a lot!) of grief?

Email is not bad as it is convenient and quick. But take caution: It can get impersonal and I would liken it to yourself relegating the other party as if he or she is like an ATM machine. Punching through 1 or 2 emails on a certain topic isn't wrong, but if this # reaches like...15- 20 emails, wouldn't it be easier for everyone to just call (and better yet, set up an in-person meeting)?

The advent of technology just made most of us lazy and we tend to hide behind the computer to manage people and face issues. I have always maintained the best way to manage clients is by TALKING to them. Set up a proper dialogue. Call them up. Better yet,  get out of your bum and reach out and be with them.

EQUATION FOR SUCCESS

Achieving success and overall redemption and deliverance on what you do is hard work for sure. No question about that. But it is NOT at all impossible to pull off (and actually, not rocket science in my view). Check out this equation:

It starts with GREAT WORK. And clients can see through this for sure, and they will give you MORE WORK. And with more work, comes stronger MOTIVATION / REWARD and proper REMUNERATION ( $$$:) attached to what you do best. And underpinned with these positive reinforcements, the stronger the chances you'd end up with GREAT WORK again. If started right, it's a cycle that can go on for a long, long time. Believe me:)

Illustration: Ownership by Eric Alday / AP Branding Limited