The Scene: BXPLive! Conference Wrap Up and more
The inaugural BXP Live! Conference was hosted Feb. 26 through 28 at the Hyatt Regency Coconut Resort and Spa in Bonita Springs, Florida. This one-of-a-kind conference experience brought together a diverse group of curious and creative branding and design professionals from globally recognized companies to enjoy tropical climes, curated education and atypical networking.
The event included a focus on ROI by Shawn Rhodes, keynote speaker and international expert in what makes teams successful. Rhodes focused on how to drive real business results from marketing programs.
Another keynote address came from Terri Trespicio, branding and media expert. Trespicio explained to attendees how to pitch ideas to the toughest audiences and how to use the insights when approaching the C-suite to even, shareholders.
David Parisi, Ph.D. gave a rare keynote presentation on the impacts of digital technology on the physical world. Parisi discussed his book, Archaeologies of Touch: Interfacing with Haptics from Electricity to Computing.
Along with other esteemed speakers and expert panels, we brought back the networking events, the Brand Experience Innovation Zones and Breakfast Hackathon Roundtables, The D Event and the Strategic Design Leadership Summit. This year, we added the CXO Summit for brand and business leaders, and of course, the PAC Packaging Consortium Awards Gala where excellence in design was recognized.
Introducing the 2018 Brand Leaders and Rising Stars
This year marked the evolution of the Brand Leaders and Rising Stars to include the expanded Brand Experience community of marketers, branding and business experts, and designers. The contest continues to spotlight the appreciative and generous nature of the branding, marketing and design communities. Every year, members of these communities nominate their peers and customers at consumer-facing brands for the many different award categories, including marketing and branding, design, innovation, business leader, and finance and procurement. This year’s winning nominees are:
BRAND LEADER: Javier Verdura, director of product design, Tesla
RISING STAR: Ian Desberg, vice president of design and development, Razor USA
BRAND LEADER: Alex Tosolini, senior vice president of new business development, Kroger
RISING STAR: Vita Raykhman, creative director, Amika
BRAND LEADER: Saskia Foley, CEO of Radius
RISING STAR: Tanya Blasko, brand design and innovation strategist, S.C. Johnson
BRAND LEADER: Paul Chibe, president and CEO, Ferrero North America
RISING STAR: Sonat Birnecker, Ph.D., president and co-founder, Koval Distillery
BEST COLLABORATIVE TEAMS
BRAND LEADER: Corona Extra Brand Team and Interbrand team
Alex Schultz, director of marketing, Corona Extra at Constellation Brands
Chris Gajus, designer, Interbrand
Christine Sech, senior director strategy, Interbrand
Jamey Wagner, executive creative director, Interbrand
Jean Campbell, brand identity director, Interbrand
Jeff Tilford, senior photographer and multimedia specialist, Interbrand
Jill Verkamp, director client service, Interbrand
John Alvarado, vice president, Brand Marketing at Constellation Brands
Josie Fritz, marketing strategy, Constellation Brands
Kate Perez, design director, Interbrand
Katie Carter, senior designer, Interbrand
Ken Kirby, digital imaging manager, Interbrand
Lee Gamlin, associate brand manager, Corona Extra, Beer Division, Constellation Brands
Patrick Sutherland, client leader, Interbrand
Shane Jallick, creative director, Interbrand
Stephanie McCulloch, associate creative director, Interbrand
Best Tweets from #BXPLive Conference:
@Bulletproof: Wake up and smell the coffee! Did you see us at @BXPLive Conference this week? We were serving up a cup of Joe Bulletproof style. “Great ideas and #coffee change the world” after all… @PAC_Consortium #packagingdesign #designthinking #bxplive
@Sarah_G_Walker: Had an awesome time @BXPLive! I especially loved hearing @TheAlexCenter talk about his experiences working the Vitamin Water brand #Bxplive
@BecksRebecca: A fantastic presentation Terri, thank you! The hook, the twist and the takeaway are burned in my brain! @differentdesign
@ChristineMau_: Hey big brands, while you are creating consistency, the startups believe in the power of fast evolution @mycubii @BXPLive
@TerriT: “People don’t fall in love with businesses. They fall in love with personalities.” -- @TheAlexCenter @BXPLive #truth #stoptalkinglikeabusiness #starttalkinglikeaperson
How Challenger BrandsCapture Shoppers’ Imaginations
By Brian Erdman, managing director, consumer branding, North America for Interbrand,
Challenger brands are really up against it. Not only are they new and untested, but they are entering into markets with established brands that have loyalists and advocates who view challengers with suspicion. So why are so many of them winning in the marketplace? Building off our research, we’ve identified some of the best practices of the most victorious brands.
Embrace their stories
Challenger brands succeed when they have a story that communicates their reasons for being in a category already full of successful brands. These stories carry legitimacy and authenticity because they are told consistently across every consumer touchpoint, including messaging, design, packaging, brand experience, social media, advertising and owned media.
Reach out to “touch” the shopper
A 2017 study by Shopkick indicates that packaging and product presence, whether online or on-shelf, is 140% more influential in preference and purchase decision-making for challenger brands than it is for established brands. The physical representation of the brand—the tactile impressions it provides to the consumer when they touch or hold it, the color cues about quality and value versus cost—help them triumph over established brands.
Embrace research and market data
It used to be that challenger brands would launch seemingly out of nowhere, upending a category or a whole industry. Today’s best challenges often take advantage of the proliferation and availability of data, which can signal an industry or consumer behavior change before it happens.
Make some noise
Upstarts’ organizational structures enable them to react to markets and consumer feedback quicker than their big, established competitors. Challengers are able to make a lot more noise via digital outlets, and they are able to utilize their tools more effectively, enabling growth even in competitive categories.
Engage consumers from the start
It’s often easier to start a conversation than to change the trajectory of one mid-course. Challenger brands are poised to start the conversation with consumers from the first point of engagement. They can invite them in at the beginning of their journey—even at the nadir of the idea of the brand in ways that established brands cannot.
Wrap it up
The best challenger brands view packaging as a core brand value. Eric Ryan, co-founder of nutritional upstart brand Olly, told Ad Age, “Our first marketing priority is always to win in-store with deep retail partnerships and leverage packaging as the primary marketing vehicle.” Olly has successfully leveraged packaging to abruptly pivot the vitamin category, resetting expected visual cues and introducing new ones while introducing personality into the brand.
Category giants would be wise to learn from these upstarts
Brands, such as Halo Top, have the ability to rise in an industry quickly by nimbly meeting a consumer need. RX Bar is introducing new offerings to stay relevant in an environment that is ripe for new companies to steal market share.
With lower costs for marketing, sourcing and distribution due to the integration of digital into every aspect of the industry, there is a lot of opportunity for small brands to make a big splash. Luckily, for the established national brands, the challenges presented by challenger brands, with the proper insight, can be turned into opportunities by forcing established brands to look beyond the same playbook that brought them past success and compelling them to innovate.