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

SAIGON STUDIO IN COMPLETE FRUTION

I thought of sharing this with everyone. I never quite did the full circle on my initial post on AP Branding 'building' its Saigon presence. Well, here it is:

It isn't easy to bring the business to this stage I must say. But doing so is NOT an excuse to 'hang loose' or slack, but to ensure we continue to be relentless and continue to push ourselves to be better and stronger; and underpin all our efforts with great design work. 

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.