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How to Write an Outstanding Creative Brief for Alcohol Beverage Branding

January 13, 2015 by David Schuemann Leave a Comment

A thorough creative brief is the secret to getting the most effective, targeted, high-quality work possible from your creative agency.

Why Write a Creative Brief?

It includes key contacts
It captures all background information and mindshare
It connects objectives with strategic sales initiatives
It outlines all deliverables
It includes budget and timelines
It defines your audience
It sets style, tone and creative parameters
It includes any brand guidelines
It outlines production parameters and limitations
It establishes ideal COGs (Packaging/Print)
It

Wine Packaging & Disruptive Alcohol Beverage Branding

January 10, 2015 by David Schuemann Leave a Comment

It’s time to get disruptive with your wine packaging or risk becoming invisible to consumers.

As the number of brands in the wine industry continues to skyrocket, the task ahead for marketers is more difficult than ever. In 2014 alone, the TTB approved over 100,000 new wine labels. Compounding the issue is the wine consumers’ declining ability to differentiate between this myriad of choices within a category where product attributes overlap considerably. With the number of SKUs on-shelf growing at … Continue reading

The Importance of Proper Tiering in Alcohol Beverage Branding

January 9, 2015 by David Schuemann 2 Comments

Distinct pricing, clear hierarchy, product connection, and thoughtful planning are crucial for consumer engagement and vertical growth.

Proper tiering plays a powerful role in alcohol beverage branding. Designing the packaging appropriately for each price point, product type and quality level is crucial in order to avoid confusion amongst the various tiers. A properly designed system will help attract consumers seeking products at particular price points and provide a strong family look for your brand portfolio. If designed improperly, products in … Continue reading

Packaging vs. Advertising for Alcohol Beverage Branding

January 7, 2015 by David Schuemann Leave a Comment

3 Reasons Why Packaging Can Drive Sales More Than Advertising.

Packaging and advertising are both crucial components to any marketing mix, but which one has more influence at the time consumers make their purchase decision? More importantly, which one is giving you a better ROI?

The correct balance of investment between packaging and advertising is even more crucial for smaller brands with limited budgets. Packaging is a proven ally on the front lines of the retail environment.

Here are 3 … Continue reading

How to Research a Package Effectively for Alcohol Beverage Branding

January 6, 2015 by David Schuemann Leave a Comment

While no consumer research is foolproof, following simple steps can ensure you avoid making critical mistakes (and wasting a lot of money) when conducting research on a new package design.

There’s nothing like having that extra security of research to validate what your gut-instinct is telling you about your packaging. Here are 3 suggestions to consider for your next research project:

Plan Ahead – What do you want to learn or confirm?

Make sure the research you will conduct can … Continue reading