SendenKaigi Brain (May 2009)
The May 2009 issue of SendenKaigi Brain, a leading Japanese design and communications magazine, featured an article by Bravis president and CEO, Fumi Sasada.
Focusing on packaging, Sasada asked the question: What kind of branding delivers the best results during a recession? While acknowledging that 2008 had been all about 'total branding,' and noting that the trend from fixed 'stock' design to more transient 'flow design' was making itself felt in the world of packaging, Sasada argued that the real secret to surviving the economic downturn was to think of package design in terms of building critical brand equity over the long term.
Looking at key elements like color, shape and materials, he posited that the brand equity of a package can have a direct and positive impact on sales even in a recessionary environment. He concluded by giving his views on how design was likely to evolve in the future.
