Power Branding - the Power of the package.

Page 3 - Branding Kraft

The next BIG brand we used our 'Power Branding' technique on was Kraft.

Kraft, having seen the work we did with Cottee's, approached us with a problem.

Their research said that "Kraft was one of the best known food brands in the market, and with very positive attitudes towards it". The Kraft Marketing people couldn't understand why this positive image did not translate into category leadership in all categories.

Kraft is one of the world's biggest food brands.

What we said back to Kraft was that "while Kraft had a great brand, it did not have an image!" After the initial shock, and a great deal of debate, they agreed for us to show them how an image could be created.

Kraft had a vast range of products - everything from Cheeses and cheese spreads to Peanut butter, salad oils, mayonnaise, macaroni, spreads, and other products right across the supermarket.

Using our 'Power Branding' techniques we created a 'Kraft Image', changing the mayonnaise products from an overall green image to 'Blue' and using 'Blue' as a colour to link all of their products together.

Where people knew that Kraft sold cheese, they suddenly saw it in areas right across the supermarket. The effect on sales was dramatic, with Kraft moving from number 2 and 3 positions to number 1 in a number of markets.

It was our biggest 'Power Branding' project ever, and the image is still being used today.

Kraft, one of the world's leading food brand, as it appears in 2004. The Power Branding image is still being used, some ten years after it was conceived

Since that time we have used the technique across a large number of brands, not just in Grocery, but also in pharmacy products, hardware, and in the services area as well.

We have also used in hardware products, pharmacy areas and service areas including retail design.

In a highly cluttered world, the package has become a central part of creating an maintaining a strong brand. Power branding has enabled it to go a step further.

"We believe that brand imaging is probably more than 1000% stronger than simply branding. It doesn't work for all products, but there are areas where its application will see a brand grow rapidly over its opposition."

We believe that brand imaging is probably more than 1000% stronger than simply branding. It doesn't work for all products, but there are areas where its application will see a brand grow rapidly over its opposition.

We have also developed and refined the technique using such things as colour, but also shape, dimension, textures, graphics, and even photographic styling to create an image for a brand.

What we are doing is creating more memorable, identifiable brands.

The test we apply to determine if you have a brand image is simple.

Can you still identify your brand if you cover up the logo?
Can you identify it by colour?
Can you identify it by shape?
In how many ways can you identify the brand?

If you can do in more than 3 ways, then you probably have an image.

POWER BRANDING certainly works exceptionally well in all range work. It does require discipline to implement successfully, and certainly there are ways of doing it well, and also ways of doing it badly.

If you would like to discuss further, or have a brand which you believe is missing an image, we would be happy to discuss it with you.
Simply Contact Us. We're just a click away!

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