Partnerships

So, we spun the color wheel, and discovered our brand. Any brand owner would feel good at this point, but the lessons of the day did not end there. Some of these lessons (e.g., manufacturing our bottles) will have to wait for another article, but GCI magazine will share a lesson from the day on partnership—not dissimilar from another regular theme explored monthly—from Len Kulka:

“Where I think we distinguish ourselves is in our understanding of what’s out there in the marketplace, what’s available on the technical side, what the brand owner is trying to achieve and that reconciling all those different influences may require some compromise. If we can get all that information on the table early in the package-development process, we can eliminate surprises down the road as the package moves to launch. Color development then becomes an evolution of ideas, art, chemistry, physics and budget. Our customer is integrated into the process, and all the color options that have the potential to satisfy the customer’s expectations are explored. Unfortunately, design concept does not always translate into manufacturing reality. If we’ve pushed the creative envelope as far as it can go and find that there are areas of compromise, at least we have that knowledge early. The customer knows what the compromise is and what additional options may be available. From that point on, going to the manufacturing process, there won’t be any additional compromise. Everyone can pretty much buy into that.”