Interview with: Lars Wallentin, Packaging Communication Specialist
Simplify your message in order to amplify what you have to sell, advises Lars Wallentin, a Packaging Communication Specialist. Part of what the product does and stands for is getting lost through unclear and complicated communication, when in fact simplicity is the key. As a speaker at the marcus evans EuroPack Summit 2010 taking place in Monaco, 23 - 25 June 2010, Wallentin shares his solutions to some of the challenges facing packaging directors in Europe today.
What are some of the challenges facing packaging directors in Europe at the moment and what solutions would you recommend?
Lars Wallentin: The problem today is that purchasing and marketing executives are looking for different things - one wants to cut costs whilst the other wants quality. The industry is constantly creating more efficient packaging materials and production methods, thus it is not so difficult to find what I call the technically best package for a product. But a package is a silent salesman and must help in selling the product and that is where the problem starts; the product should be understood through its package and that is not being communicated so well today. The dialogue between agencies and brand managers is not at the level it should be. They often communicate through emails, which is not the same as sitting together and discussing ideas. Part of the message is getting lost.
Brand and product managers need more education and training, which is one of the reasons why I started a blog. We still have a lot to learn. There is a gap between each generation, because of technological advances; the younger generation thinks they can get everything done over the internet, but they can get information, not knowledge. It is not a matter of having nice packaging – it is a matter of getting to the essence of the product. We like Apple products because of their simplicity. There is legislation on everything, and we have a tendency to believe that all legislation is good, but common sense must prevail. Sometimes we need to do things differently in order to be clearer. We give out a lot of information on product packaging, but we do not explain.
Julius Maggi is known as one of the best marketing experts ever. At the back of his “Aroma” bottle in 1917, Maggi added a message for consumers not to use too much of the product as it would overpower the taste of the food product. He spoke in a language that consumers understood. Today, people would like consumers to use as much of the product as possible. This is another area where the information we add on packaging can improve.
How can similar products be differentiated?
Lars Wallentin: We must clearly communicate to consumers why our products are better, superior or different. Brand managers must have clear and simple positioning of products and what the brand stands for. A detergent cannot be both smooth and fresh. The manager must decide whether to go with either one or the other. If they pick freshness, they can use blue packaging and so on; if they decide on smoothness, silk can be used to indicate that quality. Brand managers today try to do everything at once, when they should be simplifying the message.
How can an unforgettable brand experience be created?
Lars Wallentin: An unforgettable brand experience can only be created through the product. A brand alone has no meaning. We do not buy brands, we buy products. The adventure or feeling must come through the product. If it is a food product, the taste experience is the most important. Companies must constantly update or improve their products, and communicate that through the packaging and branding. The brand must constantly evolve; it cannot remain static.
Very often we modernise brands, but that is useless if the product itself has not been modified. Consumers are not interested in the logo of the product but what it does to them. Cosmetic product changes do not change purchasing habits. Only people in the trade care about logos.
How can senses be used to improve packaging?
Lars Wallentin: Packaging designers do not make the most of people’s senses, instead focusing on the graphical aspect of packaging. They hardly use the sense of smell or sound in packaging. They have become dependent on their computers. They should start sketching, touching the product and thinking conceptually of how the product should sound. Packaging has a tactile aspect, and whether it opens and closes easily is important. If packaging were an Olympic sport, it would be a decathlon as it is a combination of so many different things. Nevertheless, most packaging executives have a tendency to only concentrate on logos.
People do not buy rational, they buy emotional. The “Big Idea” is something that is instantly perceived, verbally or visually or by sound and requires no explanation. When you hear the sound of a Harley Davidson, you immediately know what it is. The product comes first. If Harleys were not beautiful motorbikes, their sound would mean nothing. Their sound is a translation of what they stand for.
In a nutshell, what advice would you give to packaging directors?
Lars Wallentin: Simplify your message in order to amplify what you have to sell. Simplification is the key. There is so much information out there, that if you do not have the capacity for simplifying, you are not able to amplify the real reason for your product or your brand. Packaging executives must judge what is a “Big Idea” because only the biggest ideas survive over time. That is what we are all looking for.
Contact: Sarin Kouyoumdjian-
Tel: + 357 22 849 313
Email: press@marcusevanscy.com
About the EuroPack Summit 2010
This unique forum will take place at Le Méridien Beach Plaza, Monte-Carlo, Monaco, 23 - 25 June 2010. Offering much more than any conference, seminar or trade show, this exclusive meeting will bring together esteemed industry thought leaders and solution providers to a highly focused and interactive networking event. The summit includes presentations on engineering a consumer experience, green packaging solutions and efficiency in supply chain management.
For more information please send an email to info@marcusevanscy.com or visit the event website at http://www.europacksummit.com/
Please note that the summit is a closed business event and the number of participants strictly limited.
About marcus evans Summits
marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-to-one business meetings. For more information, please visit http://www.marcusevans.com
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