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Am I Talking to Myself? A Case Study on Rebranding

By: Ada Polla
Posted: April 26, 2013, from the May 2013 issue of GCI Magazine.

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About packaging, she comments, “Make your boxes work harder. Packaging needs to be more than pretty. Pretty packaging will get you so far—initial buy-in, editorial coverage—but once the box is on the shelf, it has to do the selling for you.

“The way I approach packaging is different than how I approached it years ago, because the retail environment has changed. I assume an open-sell environment—there is no one to answer questions or to sell. Does the consumer get every piece of information from the packaging? There is fine line, however, as the solution is not to load the box with copy. Too much information will add confusion. Every single word needs to be there for a reason, as do the colors or any icon. Everything needs to work to either deselect the product or assist in the sale. I think of it as avoiding ‘useless modifiers’ on your package. The real estate is too expensive,” Kovack concludes.

Having worked with Kovack on Alchimie Forever, I can only say that everything she said resonates with me. And while it is certainly easier said than done, this type of evaluation is also most certainly worth it to your brand, your products and yourself.

Ada Polla is the co-creator of the Swiss antioxidant skin care line Alchimie Forever, which launched in the U.S. in 2004. Her strategic focus and implementation have yielded double-digit annual revenue growth for the company. She holds an MBA from Georgetown University, majored in art history and political science at Harvard University and graduated magna cum laude with a Bachelor of Arts degree in 1999. She is also a GCI magazine editorial advisor.