Rhys and I were doing our usual trade visit in Manila and noticed this latest 'dress change' from this market's #1 brand in soap: Safeguard. I don't think the output was bad; bringing its usual icon to be bolder, stronger, much confident and definitely helping deliver stand out on shelf (also ensuring that key visual equities are still intact so as to achieve a logical transition as to where Safeguard was!)
A key dictum I'd like to share when managing visual transitions of market leaders: Be respectful of its current visual equities; and don't just change for the sake of change itself.
A key dictum I'd like to share when managing visual transitions of market leaders: Be respectful of its current visual equities; and don't just change for the sake of change itself.
No comments:
Post a Comment