BRANDING AIN'T ROCKET SCIENCE

Rhys and I are did our usual retail check in a key SEA market we are operating in and saw these two offers:

Notice the milk (Pure & Best) and RTD tea (actually 'made' by Coffee Bean) products. See how simple the elements establish and assemble each brand's individual statures. I could say the shopper can easily identify what these products are (e.g. oh yeah, that is fresh milk; and the other, RTD or Iced tea with clear flavor messaging).

Any product should be made unique - for sure - as such is important in delivering differentiation vs. potential competitors or wanna be's. However - such uniqueness - if you like, should NOT lead to complication and complexity when visually expressing what a brand is all about. 

The simpler,  the better:) 

PERSISTENCE COULD THE LIFEBLOOD OF ANY BUSINESS

Another Hollywood-driven (and inspired) entry. Remember 35 years ago, there was a film entitled Kramer vs. Kramer?  A masterpiece by Columbia Pictures, starring no less than Academy Award winners Dustin Hoffman and Meryl Streep. This film may be a tear jerker, but there is key aspect in which Hoffman's character - our main protagonist - embraced in his role. Ted Kramer literally didn't give up and exuded persistence to the very end. He lost his job, but found one right away in less than 24 hours! (as he said he would!)

A tip for those who may want to start up on their own: Try NEVER to understand what quitting or 'tapping out' really means. We may fall down and fail once in a while - and even several times - but for as long we keep pushing ourselves and be relentless with our pursuit to deliver great work, success (and redemption) will follow shortly.

Photo stills owned by Columbia Pictures.

BEING CONSISTENT FOR CONSISTENCY'S SAKE

I recently saw this offer in my usual trade visit in a modern trade outlet:

It is not a bad looking pack for sure; delivering ample differentiation vs. the usual fresh or RTD milk story which is bunched up with typical graphics of milk splashes, glasses or mugs. Though look closely. And look back (e.g. 5 meters  away from your screen!). Doesn't it look like the pack feels compartmentalized? As if the overall layout was split in to at least 2 components? That's the problem with this pack. It embraces the consistency discipline via a heavy-handed mindset, with little consideration for flexibility. BEING CONSISTENT DOESN'T MEAN ONE CAN'T BE FLEXIBLE.  Consistency is not only derived via a colors holding your pack together; but the overall visual style and tonality can also be utilized to make your life easier (and deliver consistency). If I'd be the one to design this - and I am NOT a designer - I'd utilize variant colors to predominantly embrace each pack; and allow its uniform visual style to hold and thread all variants together to enable it to behave as a consistent range.

WHAT WE SHOULD BE MINDFUL OF IN MARATHONS

I'd like to share this photo - posted w/ permission - from a good mate of mine, Josel. Josel is a driven guy - I've noticed this ever since he repatriated back to Manila not too long ago - he committed to a very active lifestyle, joining marathons or triathlons left and right; trained hard, exuded discipline by seeing every race through.

Marathons or races via sports are indeed exciting, as it epitomizes the triumph of the human will and spirit (despite of tough and often extreme environments and adversity). Speaking professionally, what we shouldn't be doing is bringing a marathon mindset in to meetings or discussions with our colleagues. Marathon meetings are just so unproductive; and a recipe to instantly waste company resources,  time and energy. It wouldn't hurt if you'd be prepared for any session, be clear with the agenda; objectives and overall purpose as to WHY there is a meeting in the first place. And importantly, be succinct with key tasks & milestones that each participant is prepared to embrace (and deliver specially from a timing perspective!). If you can limit any meeting to 30 minutes, it shows evidence of clarity, confidence and control. Anything longer than an hour, alludes to goals being too vague and ambiguous.