The Tamesis
With this in mind, brand strategists need to consider every touchpoint that represents the brand and replicate these iconic assets therein. Packaging is an important example. When a shopper walks out of a store with an embossed paper bag in a signature brand color, it serves as a brand advertisement to everyone who sees it—an association that enhances appeal. These assets are also valued by consumers.
“One time, I went to Chanel in Milan after shopping at Bottega, and they didn’t want me to go in with bags from other stores. So I had to put them in a cupboard,” said one interviewee. “Packaging is important. For example, when I buy shoes, I don’t just want a nice box, but each shoe comes with a matching dust bag, which will help extend their lifespan,” another shared.
Choosing colors and patterns that remain unique to your brand is just part of the process. The key is to apply them to all other brand assets – from product lining and embellishments to branded stationery, hang tags and email marketing templates, all the way to branded franchise rugs. All of these should carry visual cues that represent your brand.
However, OK Cool’s Varley warns against relying solely on these details to represent a brand, noting that what a brand doesn’t do is just as important as what it does. “The logo and colors are evidence of the brand, not the brand itself,” he said. “Without labels, what you actually recognize is a worldview — who they cast, what they won’t do, the cropping, the silencing, the refusal to over-interpret.”
Nacewicz agrees with this fact: “The filter is simple: Does this deepen community, inspire wellness, or interpret the world of Alo in a way that feels authentic? If not, we’re not doing it.”
New rules for brands
What ended up being: Rely solely on novelty and product quality to increase purchase intention. Expect design alone to enhance brand credibility.
What has changed: A creative director’s story. It’s no longer just about craftsmanship and the creative process, but also about the designer’s legacy and personal journey.
What’s won now: Wholesome, warm, branded moments can spread joy and leave a memorable impression, giving shoppers something worth taking away, not just a product.
Spotlight: Jenny Galimberti, CEO, JW Anderson
How would you define brand success for JW Anderson?
Obviously, we measure commercial success as a key performance indicator, but we’re also looking at the scope of the impact that we’re having. Due to the launch of new product categories such as home and art, we are broadening our boundaries and discovering more areas of influence; not only to influence more people, but also to learn from them.
What were the three most important brand milestones last year? What is the most important milestone you are working towards right now?
Redefine the brand, enter new categories such as interiors, and open Pimlico [London] A store that truly represents a new concept. The most important milestone we are working towards is ensuring we have the right balance between our core business and the other categories we introduce so that the new vision is truly reflected in our product and brand strategy.
