Estudio Ray Brand News

Estudio Ray Selected to Participate in Package Design Magazine’s Sixth Annual Package Design Makeover Challenge

A few weeks ago I wrote a little about packaging and how consumers respond to it. I’ve always enjoyed packaging design, especially now with consumer behavior at the retail level. Shopping is very much a participatory sport for many of us. That said, I’m proud to announce that we are one of 4 agencies selected to participate in Package Design Magazine’s 6th Annual Package Design Makeover Challenge.

Yes, we’re all very much excited here. Check out the press release that follows:

Phoenix-based visual branding agency Estudio Ray has been selected by Package Design Magazine to participate in the publication’s popular and prestigious Annual Package Design Makeover Challenge. As one of four participating firms, Estudio Ray will be charged with redesigning packages for an existing brand in the marketplace. The redesigned packaging concepts will be showcased in Package Design Magazine’s August 2009 issue.

“Participating in this year’s Package Design Makeover is an honor for Estudio Ray,” said Joe Ray, Estudio Ray’s President and Creative Director. “Product packaging is one of the areas in which we have always excelled. From a consumer perspective, the package is an integral part of the product. From a brand perspective, the package contributes as much, if not more, to the brand experience as the advertising that supports the brand.”

By agreeing to participate in the Makeover Challenge, Estudio Ray also agrees to let the brand owner use their ideas, if they choose, in refreshing their package designs. The best part of the Makeover Challenge is that there are practically no rules. The four design teams are free to be as structurally innovative and as graphically adventurous as they wish when redesigning the packages.

Estudio Ray, as well as the three other participants, has a few weeks to develop new package concepts for the participating brand. In the magazine’s August issue, each firm will have 2.5 pages to showcase and explain their new design execution. The magazine’s readership will then vote on the designs, and the firm that is most popular will become the subject of Package Design’s November Cover Story.

Package Design Magazine is published by ST Media Group of West Chester, Pennsylvania and is the leading trade publication for professional package designers. The 2009 Annual Package Design Makeover is sponsored by EskoArtwork, maker of software systems for packaging designers, and represents the sixth consecutive year Package Design Magazine has conducted the popular design challenge.

Founded in 1985, award-winning Estudio Ray, is nationally recognized and locally owned and operated. The firm specializes in all aspects of branding, advertising, web design, packaging, and strategic launches. For more information visit www.estudioray.com, or call Joe Ray at (602) 840-1580.

Download this Press Release in pdf format.

PACKAGING…A MUST HAVE, OR THE DEVIL’S WORK?

How many times have you bought something because you liked the packaging? Maybe it was the container that grabbed you (shape, material, colors, etc.) or perhaps the label.

In any event, product packaging continues to grab our attention enough to convince us to make a purchase based on our emotional attraction to the package/product. No matter how smart or immune we are to the “devil marketers” and their use of oh so clever packaging, we still go for it.

Is it a need? No. It’s a desire. Pure emotion. We like it. Therefore, we buy it.

Personally, I tend to go on a frenzy at times when it comes to buying things based on the package and I’m especially vulnerable to edible things. I don’t resist the urge, it’s strictly emotional and self gratifying. There are no messages via “demonic advertising” that possess me to drop the cash on packages that I find desirable. Nope. It’s strictly the package that yells and grabs me; to which I go in a very obeying manner. Similar to a Pavlovian impulse I guess.

A lot of times it’s the POP that captures me but I see that as an extension of the package. Maybe it’s that the packaging reminds me of being a kid and wanting to play with a really cool, large cardboard box…maybe it makes me want to play store keeper (do kids still do that?); the guy with all this really cool, exotic stuff that is not only interesting but it just looks like it’ll taste good. You just know it has to taste good.

Some people I know (usually guys) will go total ga-ga for electronic gadgetry still in its packaging. Not only do I think they’re enamored by the look but I think they’re in fantasy land with the smell of ink on plastic or cardboard and how it has the warm glow of a battery operated gizmo that’ll bring some sort of joy, cool and ease to humanity. Go into Best Buy sometime and you’ll see a lot of glazed eyes wandering the aisles. I see women do the same thing with accessories too. Okay, I sometimes get the urge to buy cosmetics based on the packaging as well…although I have no intention of cross-dressing or making myself up anytime soon.

The bottom line is that package design presents the product to us. The package design takes an emotional approach at presenting a utilitarian object to the world. To us.

First, the package must not only interface with the consumer and/or user but it also has to create an identity for the product itself. In addition to the product package, the parent company (the brand), must also be represented in its own authentic manner.

This authenticity will vary from brand to brand. Look at the differences in authenticity within brands such as Apple, Bose, Keebler, Ronco, Kraft, Cuervo, Pepsi, etc. Packaging for these products are all true to the brand but is designed in a manner which appeals to our senses. Our emotions…got to have it.

Advertising does part of the job in getting us there, creating awareness but it’s the package that’s going to seal the deal. That doesn’t mean ditch the advertising. Advertising will drive you to where the packaging is presented, that’s where you can start your own packaging admiration frenzy.

What do you think?

Reaching Latinos…One Size Does Not Fit All

Latinos may have many commonalities but we are not a monolithic culture.

It’s important to remember that Latinos are from a variety of nationalities as well as backgrounds - diversity exists within the culture.

Aspirations, desires and appetites can vary within this diversity.

One burgeoning area that is proving to be lucrative for specific products (especially within the food and beverage categories) is the development and marketing of products that are primarily focused on the Latino market but bridge over and into the general population. Maybe it’s a product that is well known in their country of origin if they’re recent arrivals, or something that is familiar to their parents’ generation.

This means inclusion of a bilingual aspect (start in Spanish, then go to English) but if you’ve prepared properly, Latinos know the product(s) and from there, you’re extending into the general market…which is where many marketers will be most comfortable.

Think about it…what are you selling?

To whom (which segment) are you selling this?

And of course, why should they be interested?

Remember, the Latino market is not monolithic, monochromatic, one dimensional, and it is definitely not dull.

Do your homework, do your due diligence, then open your eyes, ears and minds. Start by being relevant.

You’ll be surprised at the opportunities out there.

Con sabor!

WHY WE BUY - RETAILERS AND CONSUMERS …Paco’s back

I just recently came across a book I had read several years ago. A banner across the front cover said “UPDATED AND REVISED for the internet, the global consumer and beyond.” I immediately picked it up and started browsing through it and yes, I bought it. The book is Why We Buy: The Science of Shopping by Paco Underhill.

I haven’t finished reading it yet but it was sort of like coming across an old friend. An old friend, who for whatever reason you’ve avoided or just lost track of. 

Originally written in 1997, Paco wrote with amazing insight about retailers and their interactions with customers (or lack of) as well as consumers’ buying habits and psychology. Written in a very clear, matter of fact manner, this book is one that anyone in marketing and selling (or buying for that matter) would have enjoyed and learned from. You didn’t have to be a retailer in the conventional sense to have found the book intriguing.

Interestingly, Paco also blasted the internet and the e-commerce thing in general. As you can image that did not go over real well. One review from 1999 on Amazon.com reads “Paco Underhill does not understand the internet, and his woefully simplistic statements about it (e.g., that only things that don't have a smell or a touch can be sold on the internet) are dangerously misleading to anyone who might actually depend on this book for useful information. Underhill is an anthropologist. He should stick to the stone age, because that is the only thing he understands.”

Needless to say, this reviewer did not recommend buying the book. Big surprise. The updated version I picked up covers the internet and he does a great job of poking fun at those early days and the boisterous heresy in his commentary. One great comment in his internet chapter goes like this “…that it (the internet) was designed by a bunch of Silicon Valley geeks for a bunch of fellow Silicon Valley geeks.” At the time, this described e-commerce as clumsy and annoying and not being the final word on everything.

Paco more than rectifies himself in this chapter. He does an excellent job of the basic psychology behind online shoppers and their buying habits. He still gets on those retailers who feel customer service is something that doesn’t apply (geeks for geeks’ sake perhaps?).

The book provides new insight and information about web usage today (more than 85% of the world’s online population has used the web to buy something) as well as enlightening us on what Paco calls “sort of shopping” as done by females and how that breaks down into 3 habits– The Pre-Shop, Secondary Shopping Therapy, and Time Savings.

Online communities and social media are also areas he covers in this updated book.

This new version published this year (09) covers the recession, domestically and on a global scale to which I’m curious to read his insights on these issues.

It’s a great read. I highly recommend it. His observations may seem basic and/or like common sense (which is a good thing) at times, especially if you’re in retail or merchandising.

However, service and the basic concept of delivering it shouldn’t be forgotten or looked over. No matter how jaded we’ve become.

Logo-A-Go-Go: Rebranded in the time of Crisis

Here’s a humorous look at some logo parodies that a couple of people have emailed me recently. I think it’s a hilariously branded look regarding the economic crisis and what are seen as solid, stable and profitable brands. Or should that be prefaced as “formerly”?

As funny as they are, they’re also a sad commentary on the state of our current economy. Most of these companies are affecting people’s stock portfolios, retirement funds, and of course those affected the most are people who have been laid off from these companies.

But for now let’s look at the humor behind the logos. I think they’re hysterical, after some searching out, the source of origin appears to be  http://tosorto.zip.net/crise.html

- You’ll notice that on this site, they have additional international brands; the ones that have been circulating have been (ones that I’ve seen anyway) American brands. So, we’re not alone in this crisis, are we? The Ford/Failed logo came from the humorous blog of David Friedman,  Ironic Sans.

A little humor in the doom and gloom of our daily Tele-apocalyptical media diet is a welcome respite. I think pushing this humorous concept a little further would really lighten up moods everywhere (okay, just humor me on this)…why not start plastering these logos on baseball fields everywhere? Spring Training starts next month in Arizona and Florida, right? Can you imagine these logos all over the ballparks? Imagine the NASCAR possibilities, the Tour de France, etc.

I’m sure we’ll soon start seeing additional logos like this for Home Depot, Caterpillar, Microsoft and others. Frankly, I’m surprised Starbucks didn’t make this first cut.

Reinvention Time again. Happy New Year!

O-Nine is here. Given the fact that 08 was chaotic and an election year, change has been in the air for some time. Change brings a lot of things; we simultaneously want and fear it.

Looking back on some economic predictions that were made for early 2008 were pretty humorous. Yahoo recently posted The Worst Predictions About 2008, I’m not even going to rehash that one; why revisit the same headache?

In regards to the economy, I’ve spoken with clients, colleagues, friends and those sitting on bar stools next to me and the common denominator seems to be fear and paralysis.

I think it’s time to crawl out from underneath our desks and place our best foot forward. Forward, not backwards.

Economically, things are tough all over and the difficulty is going to grow before it gets better. However, with fear comes challenge, with challenge comes opportunity. Opportunities to make your mark, do what you do best when challenged to do so.

People who are a lot smarter than I am have been telling me not only how difficult things are right now but also, how we should embrace these challenges. These individuals keep emphatically reminding me that now is when wealth is made; right now is when opportunities present themselves. Challenges require solutions. Solutions are the opportunities.

Yowza!

I’m glad to hear that and yes, I’ve been seeing deals signed, checks written and triggers pulled, change is happening. A commonality I’m seeing, is the changing of direction rather than the same old thinking. This comes from movement and agility, quite the opposite of paralysis and fear.

I hear a lot of talk across various industries about how you have to keep up marketing, PR, advertising, etc., especially if your competitors are quiet (frozen in their chairs or hiding under their desks). I agree…yes, you have to do something.

But I don’t blindly subscribe to just doing more of the same old same old (unless it was extremely effective and it’s within your strategic focus). If it didn’t work before, why go down that road again? That’s where well thought out movement and agility come into play. Certainly not “playing sheep” and following everyone else, let go of fear and paralysis…embrace these challenges.

Come to think of it, most of the individuals who I see not suffering from paralysis are more energetic and entrepreneurial-minded leaders. These individuals obviously have the leadership and the nerve to invest in R&D, sales and marketing…they see opportunity for growth and they’re embracing change.

Maybe now we are presented with the opportunity to ask ourselves “what impact can we have?” Maybe it’s time to devote ourselves to making practical use and magic out of our discoveries. And of course, capitalizing on opportunity.

Are you simply in neutral and coasting this thing out or are you driving forward?

Happy 2009! Let’s put our best foot forward.

 A new year has arrived…for better or for worse. Let’s just start saying it’s for the better. Just say no to the naysayers.

The Chinese Horoscope lists 2009 as the Year of the Ox (or Cox). What does that mean, you ask? It’s a female year compared to a male year (less aggression perhaps?), the color brown is associated with this animal/year. Brown is also the same as Earth, according to the Five Elements in Chinese Astrology. Earth, land, ground, dirt; we walk on it. We wiggle our toes in it when we let our guard down.

Land is also real estate/property. Maybe there’s something here of a positive note for that industry and for consumers. Or it could be a more environmental issue for the year.

Think positive. Put your best foot forward as you take a step into 2009 - one foot in front of the other, always with your best foot forward. We’re all the better for it.

OWEN’S NEVER-ENDING TOY DRIVE…WHERE KIDS GET GIVING.

We just launched a new website for a very meaningful organization whose goal is to inspire kids to give. A very refreshing concept, especially in this age of “give me, gimme instant gratification.”

It’s destined to be more than an organization; it’s the launch of a movement.

Owen's Toy Drive, a 501(c)(3) is about starting a movement among children to work as a team with their friends to collect toys for children who are sick, homeless, under-privileged, lonely or terminally ill. The kids do this by having their birthday parties benefit children in need, rather than themselves. In other words, guests bring presents specifically for kids in need, not just the birthday boy or girl.

What a concept.

Not only will these kids make a difference for others less fortunate than themselves; they also learn to make a difference in the world, starting with their efforts and a little sharing.

Owen is 6 years old, yet his penchant for giving and helping others less fortunate than him is inspiring. What Owen and his parents feel is important is to inspire other kids, motivate them to share their party and have guests bring unwrapped toys for others less fortunate, instilling in them with the gift of generosity; now and in the future. A happy benefit is these kids know they can make a big difference in the world.

Owen’s Never-Ending Toy Drive’s mission it to inspire kids to be leaders and to share their good fortune, which brightens the lives of children who are in need. A win-win for all kids.

Owen’s parents believe that, “To whom much is given, much is expected.” Together Owen and his parent’s (who have obviously been a big help and encouragement for young Owen) have been instrumental in helping get the word out with other like-minded families. They started this in the Fall of 2006 out of their passion for teaching their kids about giving and want Owen’s Never-Ending Toy Drive to be a impetus for other parents to use in their pursuit to raise thoughtful, generous and action-oriented children. In the last 2 years, the organization has raised almost $30,000 and donated hundreds of toys. Let’s all hope that a movement like this continues and makes huge differences in many lives.

Take a look at the site: www.OwensToyDrive.org
In it you’ll learn more about Owen’s story, his reasoning and observations, as well as what you can do to help, who you can help and also how to inspire others.

It’s great to see a passionate spark of generosity in young children; the future. We can all learn something from this.

Marketing to Latino Consumers, opportunity knocks or not?

I recently attended a packaging conference in Chicago where I saw and heard excellent presentations on consumer brands, package design and innovation, as well as overall consumer insights and trends. I was impressed and inspired, but was also left with several questions; some remain unanswered.
The biggest question I came away with was: “where does that leave Latino consumers and why weren’t they addressed as a US demographic?” I had some insightful conversations with attendees and presenters about consumer patterns, innovation, etc. but when I mentioned Latino consumers, they brought up their marketing efforts in Mexico and other Latin American countries. I found this interesting because of the size of the US Latino consumer base. 

Where does this put us (Latino consumers) and how do we fit into their plans? Or do we?

When I was casually conversing with attendees and presenters about this, they mentioned success of their products in these other countries as well as their competitors’ presence there.  Perhaps Mexico and other Latin American countries present more opportunity for larger US companies such as P&G, General Mills, DuPont and Colgate-Palmolive to be more innovative and bold in their marketing efforts compared to the US Latino marketplace(?).

If this is true, then why do marketers see the US Latino consumer so differently?  I find this very interesting on a socio-demographic level as well as an intellectual and creative level. I’ve had numerous discussions with other innovative Latino creatives, entrepreneurs and advocates (usually equally frustrated) about the lack of innovation not only in marketing to US Latinos but a “dumbing down” of innovation and marketing efforts to us.

Are we not demanding enough of innovation?

Are we not worthy of this type of innovation?

Our dollars seem to account for nice, tidy profit margins but then why do marketers still continue to over look us?

I’ll admit that I didn’t ask these questions of the presenters during the actual presentation. It was only after their excellent, thought provoking and insightful presentations that these questions seemed to pop up.

I know that in Mexico, consumers can be very particular as well as extremely brand loyal. With that said, when examining another country in general, it may be (perhaps) easier to approach them more holistically as opposed to trying to approach multiple individual or different market demographics which need to be segmented. I know segmentation (the big S word) frightens some marketers, especially at budget time. But, knowing there is a strong, virtually untapped market here in the US and knowing the buying behaviors of consumers in their native countries; like brand loyalty, why wouldn't marketers find opportunity in us.

Sometimes, when presenting to organizations and MBA candidates, I usually approach the issue of marketing (or lack of) to the US Latino population subject in a provocative manner with more questions than I’ll supply answers to.

I look forward to presenting some findings, conclusions or more questions that I managed to pick up at this recent conference.

The 3 Original Brands…

Ask around, what are the best-known brands in the world? You’ll start hearing guesses that range from Coke to Nike, Starbucks to Ford, etc.  People will start to get misty eyed as the conversation drifts to Starbucks closing some 600 of their stores (I guess this means the hyper-caffeinated masses are having to huddle at new centers of worship).

Are these really the best-known brands in the world? Without getting too far into a brand’s belief systems, personality, promises (previous article), etc., I have to say that the best-known brands are Judaism, Christianity and Islam. In fact they are the original brands. These 3 religions/brands have been around much longer than any of the brands that we associate with today and they’ll continue to be around a lot longer than modern brands, the brand police and us.

Think about it.

A brand is a set of images and ideas representing a united feeling or philosophy about a product or service, exactly what a religion is. This may appear and sound shallow but consumers pretty much act the same way towards their favorite brands as followers may act towards their faith. Typically, one comes into this world being told what to believe, but throughout their lives they question those belief systems and sometimes their belief systems change and they convert.

The same is true for brand loyalty, maybe your mom has used Tide your entire life, and once you leave the house you continue to use Tide as “the laundry detergent.”  But let’s say you can only remember drinking Coke growing up, that’s all that was ever in the house, until that college road trip when your roommate only brought Pepsi and now everyone is drinking it. You switch to Pepsi and that’s all you drink, in fact you have to have it. You became a brand convert.

People always like to say they’ve converted to a brand. Consumerism as a religion isn’t a new concept though it still shocks people when it’s brought up (especially around the Holiday season).  Judaism, Christianity and Islam may be similar to Nike, Starbucks and McDonalds in that their respective icons and symbolism have been revered and worshiped through the ages and will continue to be so. Unfortunately with Judaism, Christianity and Islam, wars and immeasurable atrocities have been and will continue to be carried out in their name or against them as well. But, as far as the modern brands; certain athletes have to wear certain Nike shoes or they may lose blessed endorsements, while other coffee consumers have to have their grande half-caf, two shot, and no whip latte (from you know where) or they lose their minds. These attitudes towards modern brands may be labeled as superstitious or maybe even trendy, but in fact just like with one’s faith a “must have” product, service or act is part of a ritual that makes them feel fulfilled and even accepted as part of a greater whole. A devotion of any kind may be simply due to the fact that one feels good and feels safe when they have fulfilled this need.

Devotion (or Brand Loyalty) builds brands and devoted followers/consumers are the products of great brands. As Judaism, Christianity and Islam grew, so did their brand, together they own almost 55% of their market and have almost 4 billion loyalists (adherents.com) and each of them are still going strong. True Power Brands.

What other brands around the world have elicited, incited and established the types of beliefs that these brands have? I guess you could call followers of these brands such as Catholics, Baptists, Sephardic, Hasidic, Sunni, Shiite, etc. sub-brands? Rather than go into something like that, think about what these brands have stood for and what they mean to their followers and why they’re so successful.

There are commonalities in each of the “Original Brands”, what are the Brand Belief systems of each and what are the commonalities/differences of the converts and of the faithful?

What do you think?