Editor-in-Chief, Danielle Sauvé provides her latest thoughts on the news in the packaging and design realm in this edition of Pack Snacks.
EDELMAN’S CMO INTELLIGENCE
Edelman’s latest post recently analyzed 182 interviews from 56 CMOs to probe what they think of most. They created an interesting conversation map from those conversations and in the process discovered three main topics of highest concern: data ecosystem, communication management and internal and external collaboration.
The data ecosystem revolves around Industry Evolution, Big Data and Customer Centricity – from data acquisition to the application of data and measurement.
Communication management focuses on a brand’s efforts to communicate with consumers through a variety of channels: digital, social media, traditional ads and new technologies.
Finally, internal and external collaboration is also prevalent for CMOs, who are looking to promote teamwork and alignment between internal departments and external partners such as ad or design agencies.
SMP’s Danielle Sauvé: “All the above areas create a case for software solutions. Software solutions grant brands the ability to track performance of creative assets against expected outcomes and create more effective KPIs, which align nicely with the constant conversation of data and measurement. And if CMOs look to software that spans functional departments, they will be able to break down silos to create seamless processes and communications. Digital asset management systems were probably the first software that crossed over departmental lines and even to external partners such as agencies. These same softwares should integrate with design software, product lifecycle management (PLM), marketing automation, etc. for a well-integrated data ecosystem that improves brand communication and collaboration.”
HOW DESIGN LOGO AWARDS
HOW recently announced the winners from its 8th annual HOW Logo Design Awards. Projects were selected from a 1,200 submissions. The reader’s choice winners included GUND and Vallier Bistro with 39% of votes each, respectively. Check out all the winners and learn more about the awards by clicking here.
SMP’s Danielle Sauvé: “For most designers and marketers, there is intense effort surrounding a rebranding project and I’m not going to diminish the amount of creativity, time and effort it takes. (I’ve been through a handful myself.) But truthfully, once you’ve mastered the brand identity, the roll out is where the rest of the heavy lifting begins. Think about it: you’ve got to update your corporate letterhead, packaging, in-store signage, business cards, website, uniforms (and on and on); hundreds of assets need to be specified, created, iterated, approved and then utilized in a synchronized, high-impact manner. It’s no easy feat, in fact, brands can get paralyzed by trying to move so much work through the process in a big batch that they end up delaying their launch, forfeiting the opportunity cost of getting the new identity to market quickly. But leaders who successfully support their rebrand with the right people, processes and technologies find the most success when launching the rebrand.”
THE DOS AND DON’TS OF WORKING WITH CREATIVES
In FastCo Design’s latest article, “The Top Dos and Don’ts of Working with Creative People”, the author articulates the biggest gripes designers have with their clients. In fact, there’s a whole book on the subject and it offers brands tips and tricks to make the design process seamless. Some of the top guidelines include:
Tell me the problem, not the solution: a design brief shouldn’t give the designer the solution. It’s not your job, it’s the designer’s job. Just communicate your problem and they’ll work to deliver.
We don’t care what your spouse thinks: designers don’t care what your brother’s wife’s nephew’s friend thinks. Even if they have relevant experience and knowledge, they haven’t sat in on the creative brief, discussed the project with colleagues or attended the meetings. And while the information might be important to you, designers just want to hear your thoughts.
SMP’s Danielle Sauvé: “This made me chuckle in all the right ways. Through my years of working in agencies, I’ve encountered a lot of these situations and I have some additional tips to add to the list. Let’s consider the following:
Don’t surprise us with additional constraints late in the process: it helps to provide designers all the context about where the final project will be seen. Don’t tell them two days before it’s due that you’re planning to take the visual they created for YouTube and run it as a billboard on the expressway. Explicitly state all mediums. Knowing too late in the process zaps a designer’s creative flow and can compromise effectiveness.
Responsiveness is a two-way street. Nothing is more demotivating than working all night to finish a “rush project” just to have it sit in the client’s inbox, not hearing any feedback for more than a week. When you do this you’re effectively telling the creatives how much more important your time is than theirs.”