SERVICES PROVIDED

Brand Audit, Brand Strategy, Brand Architecture, Brand Design, Brand Packaging

RELEVANT VISUALS

THE INTERPACK 2011 INNOVATION PARC PACKAGING/ Messe Düsseldorf, Germany.

The Innovationparc Packaging 2011, at the Intrepack 2011 Exhibition, in Düsseldorf Germany, demonstrates the contribution of packaging to „quality of life“, presented by means of 5 topics:

• Simplicity (Reduction)
• Identity (Belonging)
• Health (Wellbeing)
• Meaning (Sustainability)
• Aesthetics (Design)

The Innovationparc Packaging 2011 presents each of the topics in a specific area.

THE PARTICIPATION OF YALOS BRANDING INTELLIGENCE™

HALL 7a
Booth Number B11/C30

At the Innovationparc Packaging 2011, Yalos Branding Intelligence™ will be presenting SIMPLICITY by means of a convenience store.

As Executive Members of the Pan European Brand Packaging Design Association, Yalos Branding Intelligence™, is collaborating amongst others with the EHI Retail Institute- the scientific institute of the retail industry, STI Group- an expert in efficient handling of packaging and promotional placements, POS Tuning – a company providing convenience for the shopper by clear and efficient arranged product presentation.

THE SIMPLICITY THEME

Today’s consumers demand products and packaging that adapt perfectly to their lifestyles.
Simplicity in the sense of quality of life means the conscious reduction of complexity.
It is the pursuit for happiness in concentrating on the essential.

In terms of packaging this means:
• easy and efficient handling of transport packaging
• easy and efficient handling of promotional placements
• convenience for the shopper by clearly arranged product presentation
• convenience in handling of consumer packaging
• material and process efficient construction
• simple and clear packaging design

For further information, as well as, for meeting with us at Interpack 2011 please contact,
Michael JA Tupay
mtupay@yalosbranding.com
Available meeting dates are are the 15th-16th May 2011

WHERE TO FIND US

Warren Buffett, worlds’ best investor and billionaire chief executive officer of Berkshire Hathaway Inc., said he rates businesses on their ability to raise prices and sometimes doesn’t even consider the people in charge.

“The single most important decision in evaluating a business is pricing power. If you’ve got the power to raise prices without losing business to a competitor, you’ve got a very good business. And if you have to have a prayer session before raising the price by 10 percent, then you’ve got a terrible business.”

Buffett, 80, accumulated the world’s third-largest personal fortune through a career of stock picks and takeovers. He has bought companies such as railroads and electricity producers, whose pricing power stems from a dearth of competitive options available to clients. Buffett has also built stakes in firms like Coca-Cola Co. and Kraft Foods Inc., which rely on the appeal of their brands to attract and keep customers.”

Buffett said in the interview. Quoted from Bloomberg

During my 20 year branding career, I have attended many meetings and joined several boardrooms where the discussion of lower prices was at the top of the agenda. It seems that top management is getting really uneasy when it comes to pricing a product. The reason being of course the un-originality of the actual products in discussion. However, what many managers don’t know is that companies with commodity products or low innovation technologies, have the opportunity of strengthening their pricing power through branding.

Why?
Because branding is the art of innovating product essence and appeal, beyond true originality and technological innovation.

Interestingly enough emerging economies have always entered market places with low quality, low price products. Yet, it was only when companies seriously invested in branding and product innovation that they market share really took off.

Exporting companies have learned this the hard way. Especially when it comes to exporting products to mature markets such as Europe and the US, serious investment and commitment to an original branding growth strategy is the most essential decision influencing success. Sure you might be sending tonnes of this or the other product, but soon you will discover that your aren’t really building any market share, until the market place recognizes and esteems your brand.

If you plan to be the next Japanese Toyota, Korean Samsung or Brazilian Havaianas, invest in innovative technologies, yet embraced by serious branding strategies.

www.toyota-global.com
gsg.samsung.com
www.havaianas.com

Michael JA Tupay
mtupay@yalosbranding.com

Yalos Branding Intelligence™ was invited by the Japanese Packaging Design Association to Tokyo, where the JPDA held a Global Package Design Summit on October 8.

Michael and Tina Tupay travelled to Tokyo to represent Europe’s designers and to congratulate the JPDA on its 50th anniversary.

Other PDA Executive Committee Members were PDA President Fabrice Peltier, Past-Presidents Jean Jacques Schaffner and Fabrizio Bernasconi, as well as, Renne Angelvuo. On behalf of the association they offered a flag in appreciation of the associations’ mutual friendship.

Images from left to right: 1. Fumi Sasada President of the JPDA, 2. Yalos Executives representing Europe Michael & Tina Tupay 3. Asian Packaging Gallery 4. PDA Europe present to the JPDA

Key Speeches and Presentations

Yoshiharu Fukuhara

Yoshiharu Fukuhara is the Honorary Chairman of Shiseido Co., Ltd. He is currently appointed as Director of the Tokyo Metropolitan Museum of Photography.

Link to Shisheido:

http://www.shiseido.com/

Mr Fukuhara demonstrated how evolution in nature can guide us towards a better understanding of packaging development, therefore yielding more efficient packaging concepts. Packaging design isn’t just a wrapping; it is the holistic expression of a products’ essence.

Tadao Ando

Mr. Ando is one of the great architects of the 20^th and 21^st centuries. Capable of using fair-faced, precision-cast reinforced-concrete walls to maximum effect, he created a uniquely minimalist modern expression, yielding architecture of very firmly bounded domains.

Mr. Ando explained how architecture in its pure form, is a packaging for the content and the experiences. A house is a package for living; a kimono is a package of femininity. Furthermore, Mr. Ando used numerous examples from his private work, to explain the vital ingredients for developing design solutions. These include amongst others, integrity, knowledge, collaboration, aesthetics, essence and meaning.

As a closing remark and during a very touching moment Mr. Ando talked about his personal goal to deliver a greener world to the young generations. Please follow the link below to learn more and contribute to his dream, which should be embraced by all of us.

Link for Tadao Ando’s project for the sea forest “umi no mori”:

http://www.uminomori.metro.tokyo.jp/index_e.html

Kenji Ekuan

World famous industrial designer. Chairman of “Design of the world” and of the Japan Institute of Design. Designer of the legendary KIKKOMAN Soy Sauce bottle.

Mr Ekuan gave a deeply philosophical speech about beauty and the heart of packaging quoting from Buddhism:

“Everything means one thing and one thing means everything”.

A great truth, expressing the true role of branding and communication.

Rob Wallace

Rob Wallace is the Managing Partner of Wallace Church Inc., a Manhattan based brand identity strategy and package design consultancy. Rob works with some of the world’s most successful brands: Coca Cola, Unilever, Nestle, Procter & Gamble, Kraft, Heinz, Colgate Palmolive.

Mr. Wallace has studied extensively the ROI capacity of branding and design and demonstrated their stunning effect, through real life case studies.

We want to share with you five quotes from his speech:

“Brand design has surpassed Advertising as a primary communications vehicle and has a higher ROI” (Return on Investment).

“Companies with design as their competitive advantage are 24% more profitable”-(Business Week)

http://www.businessweek.com/

“Design is a strategy of growth”-(The Harvard Business Review)

http://hbr.org/

“Brands are experienced visually BEFORE they are experienced in use” (Malcom Gladwell).

http://www.gladwell.com/

“This makes us (branding and packaging designers) Experience Designers.”

Jean Jacques Schaffner

Past PDA president, Jean Jacques Schaffner, held a captivating speech about his research on the vast differences of the European continent design. His research proves, how location, war, climate, religion, politics and cultural interaction, has influenced the packaging design elements and brand architecture we see today on a European level.

Packaging in ASIA

Following the guest speakers, we were enlightened by four presentations about the current trends and developments in Asian packaging. The presidents of the Japanese, Korean, Taiwanese and Chinese Packaging & Design Associations held the speeches, presenting the particularities of each geographical and ethnic area.

Truly, a remarkable experience for international experts in the field of branding and packaging design.

Trends in the World

Conclusive points about the future of packaging, were debated during an international forum panel with representatives of major Asian Packaging Associations, the European Packaging Association and the representatives from the U.S.

The four viable trends surfacing as the strongest are:

Ecological Packaging

Easy-tech packaging

Emotional packaging

e-technology packaging

These trends will be analyzed and discussed further by YALOS BRANDING INTELLIGENCE™, but until then please share your views and opinions.

A scent of  Japan

Socrates : Be as you wish to seem.

You can spend tons of money in advertising or you can promote your brand in many creative ways, but unless you truly become what your brand promises to be, you will always risk to end up at the lower part of the sales and profits curve. It is not about your look or what you say, it is about the experience you offer to your customers. A three level experience. Physical, emotional, mental. Does your brand address those three levels? Do you really invest in all three? That is the most precious advice for any company that wants to effectively build its brand. Work on your brand experience and follow Socrates suggestion, “Be as you wish to seem”.

• See how we work with a luxury hotel chain that strives to address a multi-level Brand Experience >>

Aristotle : A friend to all is a friend to none.

It seems that Aristotle was a branding guru. His views align with the fact that positioning is the most essential ingredient of a successful brand strategy. Have you noticed how many unsuccessful brands try to incorporate many different messages?  If you try to rich out with a mix of messages, in hope to attract several target groups, you probably end up being an indifferent brand to all of them. That’s the situation where marketing budgets fail to show results. Does your brand send many different messages? Keep it simple and as Aristotle suggests you will finally have true friends. For your brand, “true friends” would mean, loyalty, high profit margins, and efficient use of your marketing budget.

• See how we worked with J&P Overseas in building loyalty, following Aristotle’s advice>>

Socrates : He is richest who is content with the least.

Socrates view reminds me of those dreadful packages that are full of irrelevant information and images. They are packed with “we are the best” to “half price” to “USPs”, all with huge lettering, shouting “please buy me or they’ll through me out of the shelf in no time”. Top marketing managers, are realising that private label products are gaining in popularity not only price, but also for the clear & clean approach of their packaging. Yet in many countries, private label products still, have no branding strategy, are badly designed, cheap and boring, Unlike the novice, retailers  in the UK and Switzerland, have seriously invested in private label branding and design, attracting customers and delivering stellar results.

• Take a look at  Switzerland’s’ Coop approach to high end private label products (Only in German)>>

Brand Strategy and Packaging Design

After the branding success of Ouzo Plomari, the leading Greek spirit drink , Yalos was commissioned to brand its new premium version, called “Adolo”. Our target audience are, opinion leaders who dare to challenge themselves with new choices. The retail environments, are a selection of contemporary bars, gourmet restaurants and of course, glamorous parties. ”Adolo” is a really special spirit, subject to three stages of distillation in order to keep the most valuable part of “the core”. Since, packaging has been proven to be one of the most critical factors in the marketing efforts and ultimate success of a spirit brand, Yalos implemented its expertise packaging design on three axes:

• Transforming the traditional character of the well established brand of Ouzo Plomari, to an upmarket visual impact.
• Harmonising the experience of the elegant flavouring of the spirit, with the shape of a crystal clear elegant bottle.
• Incorporating the visual elements of the distillery brass kettle and hence delivering the look & feel of copper.

Thus creating the first premium ouzo brand of  Greece.

“Adolo” , a pure, clear, original drink.

A pleasant smell of anise, mastic and fennel derives from this premium category ouzo, distilled by an innovative recipe that may change everything taken for granted until now, as far as ouzo flavor is concerned. It is a crystal clear liquid that brings a light sense of its smelling ingredients to the taster’s mouth. According to the myth, the history of ouzo began in late 19th century. Isidoros Arvanitis, from Plomari village, Lesvos island, experimented on various spirits using a lot of different herbs in order to create the “ouzo”. This myth reaches its peak nowadays, again at Plomari village, where the premium ouzo has been created. More over, Isidoros Arvanitis used to name  ”Adolo”, the best quality ouzo he could produce, offering it only to his friends.

• Visit the Adolo website >>
• Visit the Ouzo Plomari website >>

“WHAT DOES CREATIVITY MEAN FOR BIG BRANDS?”

Experts of Nestlé’s Chocolate Center of Excellence and branding professionals from well-known design agencies gave their views  to this question with regard to BRANDING, SUSTAINABILITY and PROMOTION.

In the afternoon, brand owners, material suppliers and designers got together in brainstorming sessions in order to develop creative design concepts for Nestlé milk chocolate in the year of its 150th anniversary! Congress participants were asked to consider the example of milk chocolate, created by Nestlé in 1875, and develop ideas on what the chocolate experience will be in 2025 – with regard to colour, form, and pack.

About the Chocolate Center of Excellence

The Chocolate Center of Excellence, is Nestle’s first R&D facility entirely dedicated to the development of premium and luxury chocolate. The new Chocolate Center of Excellence, located at Nestlé’s chocolate factory in Broc (Switzerland), brings together both internal and external know-how of international chocolate-making professionals such as top confiseurs, sensory experts and packaging designers

• Visit the Nestle website>>

About the Pan European Brand Design Association

The PDA is the European association of  leading Brand Design agencies. Founded in 1990, the PDA has become a unique community of professionals who are at the forefront of Brand Design developments and are keen in exchanging experiences and ideas.

• Visit the Pan European Brand Design Association>>

SERVICES PROVIDED

Destination Branding, Brand Audit, Brand Strategy, Brand Architecture, Brand Design, Digital Branding, Sound Branding, Space branding

RELEVANT VISUALS

SERVICES PROVIDED

Brand Audit, Brand Strategy, Brand Architecture, Brand Design, Brand Packaging

RELEVANT VISUALS

Ouzo Plomari by Isidoros Arvanitits. The leading Spirit in Greece, branded and designed by Yalos Branding Intelligence™.

SERVICES PROVIDED

Brand Audit, Corporate Branding, Brand Architecture, Brand Design, Branded Spaces, Digital Branding

RELEVANT VISUALS