How to Achieve Brand Consistency on Shelf and Online
On May 24th, The Marcus Evans Webinar expert panel will discuss a world where brand owners and retailers are battling for consumer’s attention with a constant flow of new launches and product line extensions, instant brand recognition plays a key role when it comes to leveraging a shopper’s emotional connection to the product and building the brand.
Marketing departments continue investing in all elements of packaging design in order to enhance this emotional connection to the product with the link between colour and brand playing a critical role. Failing to deliver brand consistency in the final product when it hits the shelf either in colour or layout, with other pack types, marketing collateral, or across various substrates and printing techniques can result in the perception of an inferior product, causing hesitation in the mind of the consumer’s right at the critical moment.
Given the increased demand for online shopping, brand consistency has to now extend beyond the shelf to all digital channels as well thus increasing the challenge faced by packaging and marketing teams.
Webinar Agenda Includes:
- Discover how to approach brand consistency across all touch points.
- Understand the process from design to printing and the different stakeholders.
- Use online tools to facilitate and navigate through that process.
- See case studies about the centralized approach of artwork and print and marketing collateral.
Our Expert Speaking Panel
Global Digital Foundations
Coty Inc
Barbara has been improving the way people work using new tools and technology for the last 15 years. After Digital Marketing and Analytics, she landed in the Design, Packaging and Artwork space; everything around asset creation and the challenges the teams face during this work kept her fascinated and focused for the past 8 years.
Now she is onto the next challenge as the demands of digital experiences are rendering current ways of working inefficient: How these assets are stored, shared and (re-)used. Brand recognition continues to be a key theme throughout.
Barbara believes that technology can significantly improve work processes; eliminating or automating repetitive work so that everyone has more time for the important work. She is also a big advocate of using smart solutions to help manage the evolving brand experiences and keeping the consumer at the center.
Global Head of Visual Identity & Design
Nestle
Ximena is motivated by the power of multi-sensory storytelling to design meaningful and purpose-driven brand, product and service experiences that excite and engage people. Creating, managing, and championing brand and design experiences has opened the door to exciting opportunities in brand identity & strategy, packaging & retail, marketing and digital communications.
She is a global functional leader for the future-proofing of Nestlé’s product brands’ visual identities, packaging and related iconic assets — including process, internal and external talent partnerships, and tool ecosystem. A dilettante (and learning fast) in the area of service design, and augmented reality, especially in relation to packaging — with aim of being able to enhance our ability to delight with product and service experience. Previously worked for prestigious companies like Kraft Food, LPK, Interbrand, just to mention a few.
New Business Development Manager
DSN
Cedric Dauphin is New Business Development Manager at DSN — Deschutter Neroc, leading Artwork and Print Management Agency in Europe.
He has over 15 years experience in brand asset production and management, packaging and printing in Europe and in the US.
His past roles include Brand Owner facing positions at Esko & Schawk/SGK.
Business Development
DSN Artwork Prepress
Luc received education at the University of Leuven, Belgium. First, he gained experience and knowledge in packaging materials and barrier properties. In the last 12 years, his focus is on design expectation and print management, a process driven approach to manage design-to-print, taking into account the printing technique, the substrates and printer’s profile.
In addition, Luc’s field of expertise extended towards online workflow tools to streamline and facilitate the graphical process from design-to-print.
