The OECS Export Development Unit (OECS/EDU) has sought the expertise of reputed UK based Design Firm, Brand42 (www.brand42.co.uk), to provide direct in-firm design and branding assistance to sixteen (16) manufacturing firms in the OECS.
The OECS/EDU facilitated the programmme as a follow up to successful regional workshops it staged in Dominica and St. Lucia in November 2009 where participants were exposed to theoretical and practical aspects of branding and packaging.
The workshops stressed the importance of differentiating oneself from what are considered as category norms, and the need to stand out from the clutter on some supermarket shelves. The novel concept that products are merely stories masquerading as products and that product packaging should be used to reinforce one’s brand story struck at the core and inspired participants to rethink everything they may have thought they knew about branding and packaging.
Participants were provided with the same tools that Brand42 has shared with multi-national corporations, such as CNN International, Louis Vuitton, DuPont, Teflon, Montblanc, Möet & Chandon, on major re-branding, packaging and advertising campaigns to develop winning brand strategies and concepts.
Out of thirty-six firms which participated in the workshops, sixteen successfully applied these tools within the stipulated timeframe to qualify for what the OECS/EDU describes as a once in a lifetime in-firm design and branding opportunity.
Among the sixteen participating firms are representatives from Saint Lucia, Dominica, Grenada, Antigua and Barbuda, as well as St. Vincent and the Grenadines. These firms will now get the chance to work closely with Brand42 to create brand architecture designed to articulate and clarify their products’ unique selling propositions as well as to build a presence with personality, character and unique shelf presence.
This project which commenced on August 20th, 2010 and is scheduled for completion by November 30th, 2010, is coordinated by Business Development Officer at OECS/EDU, Damien Sorhaindo: “Using the brand and product briefs submitted by the respective firms with OECS/EDU’s assistance, Brand42 has already begun developing two and in some cases three design routes for each of the sixteen firms for development into actual designs. Having seen the first draft of the various design routes developed thus far, this is going to be a very exciting project. I can honestly tell you that the OECS firms involved in this project have been provided an opportunity of a lifetime to be able to work with a renowned international design firm of such stellar quality and reputation.”
The design routes will be presented to each of the sixteen firms during face to face meetings, to be facilitated by the OECS/EDU. At these meetings the respective firms will be asked to provide feedback on the various design routes presented and select the design route they would like to see further developed into actual designs for their specific brands and products.
Once the look and feel for the various brands have been developed by Brand42, the respective firms will be responsible for working with their current or future packaging suppliers to transition their other variants within the particular product line to fit into the created templates. Sorhaindo says the impact and benefits expected to be yielded from this project are tremendous, since it has long been known that the presentation and packaging of OECS products are areas that have hindered their access to international markets.
Coming out of this project, the OECS/EDU expects to see a huge improvement in the presentation and brand positioning of all sixteen firms involved. End
GOod going, HOWEVER,
In the meantime, we have to ensure that the products we import to an English speaking country are clearly marked with official language (ENGLISH) translations. Our consumers are English speaking, yet there are products being sold (mostly by the Chinese vendors who do not pay VAT) to Dominicans that are entirely packaged in Chinese, with no English translations.
Imagine buying products with that contains all its warnings in a foreign language, how can you tell what these food products contain, lead is highly toxic, yet so many of the products they sell contain lead. Other countries are banning such products, yet they enter our country freely, without any restrictions. Who is protecting us?
Our import rules and regulations should take these matters into consideration now, before it gets out of control, and we are not protected.Consumers should demand that we are protected by laws which demand such regulations and standards. It happens in modern countries, so why not here, we are progressive aren’t we.
So while we focus on branding and packaging our products, lets also tackle the import packaging as well.