Brand building: More quality, traceability and proximity

Retailers should not compete between themselves using the price of a litre of milk, a baguette or the price of a litre of olive oil. This can only harm the production chain -farmers, bakers, factory workers…- who can only watch as their effort and contribution are trampled by opportunism and discounts. The consumer, you and me, should judge flagship brands by the quality of their meat, the variety of their fruits and vegetables, by the sincere and pleasant presentation of their products and packaging, because they inform us about the origin of the product…

At lacía we are aware that packaging that over-promises doesn’t last very long in the real world and that there’s no need to lie in order to sell. Relationships between consumer and brand are built through trust and we have to convey that trust as part of our value proposition through packaging design.

The need for transparency and trust are perfectly compatible (if you know how) with the attraction, the stimulus and the singularity that every brand needs, we’re not talking about altruism, but rather an equation that works to build the brand.

Consumers grow more demanding each day and yet, that is not the real reason why brands and retailers should take care of their needs. It is not about favours or generosity but about giving the consumer what he is paying for. We live in a world of social media and it’s in all our interests that brands surprise us with transparency and honesty.

November 24, 2014