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Visual Retail Audits
GIO collects high-resolution shelf set photographs from virtually any retailer anywhere in the world.
Shelf images provide the quickest route to understanding how your consumer connects with your brand at retail. GIO’s shelf set photos capture the competitive environment in which your brands live so you can better understand how to successfully compete on a global basis.
We use these shelf sets to identify strengths and weaknesses in the presentation of your brand at retail. You see what your brand and package design decisions look like on shelf, and can identify the strategic decisions being made by your competition. We provide this on a country-by-country basis in order to meet unique consumer cultural demands. By experiencing your category’s reality in the field, you are better equipped to make effective strategic decisions for your brand.
- Shelf set photographs
- Retail competitive analysis
- Strategic design & brand success identification
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Brand Architecture
GIO Delivers Deep Insight Brand Architecture to Accelerate Consumer Connection
Understanding how your consumer views your brand is key to developing strong brand strategy.
Architecture defines the organization for a successful brand.
GIO provides valuable insight into the strengths and weaknesses of your existing architecture, and how it can be improved upon as you grow your global franchise.
We help you understand the most important benefits in your category and how to communicate those to your consumer in a way they understand. We identify the executional approaches used by your brands and competitors. Our architecture assessments provide insight into how well your brand organization is viewed and understood by the consumer at retail in the real world.
GIO’s global capabilities mean your architecture reports outline your competitor’s overall brand strategy, but also identifies country-by-country nuances. This is critical in increasing your brand’s global breadth and depth.
- SUB-LINE AND VARIANT STRATEGY
- SPECTRUM OF BENEFITS
- NOMENCLATURE STRUCTURE
- VISUAL COMMUNICATION OF THIS STRUCTURE
What is Brand Architecture?
It is the foundational lens through which the consumer views your brand on-shelf.
It is the ideal organization of a brand’s varieties and sub-families.
Brand architecture can mean different things. At one level, it explains what the brand stands for as an entity and how the manufacturer wants the consumer to view the brand overall. At another level, brand architecture defines how product sub-lines (boutiques) and versions are structured within the brand.
We look at two architecture elements: the visual equity and the benefit nomenclature. These two elements function synergistically. Visual equity defines how versions differentiate themselves at the SKU layer: color, logo, and overall package design. Benefit nomenclature drives strong architecture organization by communicating what each product offers the consumer.
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New Product Development
Identifying Impactful Trends and Innovation.
GIO collects a vast array of products from around the world. This is done with an eye toward identifying the newest, most relevant concepts. We look for all things new: benefits, packaging, usage occasions, ingredients, dispensing, iconography and new language. We cast the net wide to find concepts applicable to your brand.
Our product collection and database interface help you understand and solve tough strategic issues. From responding to the demands of retail customers to making sure your brand does not miss out on key consumer movements, our database of innovations can help your brand stand apart. We identify products that are at the forefront of their categories. These innovative and breakthrough products provide tangible and inspiring stimuli for your brand’s innovations.
GIO uses this body of stimuli in interactive ideation sessions with your group.
These sessions provide a wealth of product possibilities to inspire your group. They help you stay ahead of your competition in short- and long-term product development and brand strategy.
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Structural & Graphic Packaging Assessments
GIO collects packaging from 23 countries to analyze structural and graphic packaging strategies and executions. These assessments are used by our clients to optimize their packaging strategies around the world.
Our packaging assessments can positively impact your profitability by identifying potential cost savings. We analyze your brand’s sizes so you can make informed decisions about potential portfolio reductions. We also evaluate how components are being shared across multiple package shapes, helping you decide if every product line requires a proprietary package or if more component sharing makes strategic sense. Such analyses (which often factor in sales data) can help identify minimally profitable package structures and shave manufacturing costs.
- Brand Equity Assessments
- Structural Packaging Analyses
- Proprietary Internal Packaging Systems
- Country-by-Country 2D and 3D Audits
- Competitive Packaging Cost Analyses
GIO provides expert assessments in package design and visual branding. We apply our global expertise to both our clients’ brands as well as those of their major competitors. By conducting a thorough, competitive packaging assessment, we help our clients best visualize how their brand’s design competes on shelf in the global marketspace.
GIO helps its clients create the most successful and meaningful visual equity and package design decisions possible.
GIO provides its clients with a thorough analysis of the package design competitive landscape for an entire category.
We take a systematic approach to assessing each major brand in the category by:
- Identifying each brand’s design strategy for creating brand unity through color, shape or logo.
- Outlining the elements that the brand uses to differentiate individual SKUs.
- Understanding how design elements change on a country-by-country basis.
- Identifying each brand’s intentions behind brand unity and SKU differentiation and assessing how successful those intentions are on shelf.
What is Packaging?
The package is the only element in the marketing mix that the consumer is guaranteed to see. It is the business end of the shopping experience. How you present your product— including the visual elements you use—must reflect the desired brand experience.
Creating great packaging is more complex than it looks. Many people view the package simply as a container for the product. However, it’s so much more than that. The package intertwines many brand equity elements: shapes (structure), labels, dispensing systems, colors, portability, graphics, and materials. Often, packaging is the only thing your consumer knows about your brand throughout the entire decision-making process leading up to a purchase.
Therefore, the exterior is as much a part of the entity the consumer is buying as is the substance contained within. In fact, in some countries—especially Japan—the package is even more important than the product. So it must communicate everything about your brand.
Each individual element of the package connects with the consumer in a different way. For successful brands, all of these elements work together to create a cohesive experience that positions the product in the consumer’s mind in the way that the brand intends. This chapter will identify these connection points and how they impact the consumer’s perceptions of the product.
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Strategic Consulting
GIO understands brand intelligence and works with Clients to affect positive strategic change. We begin each project with a precision model to identify key primary and secondary objectives. We then direct all collection, analyses, presentations and recommendations toward those project objectives. Specifically:
- Creating effective responses to competitive pressures.
- Idenifying consumer “portals”.
- Understanding how the Client’s equities fit into the global matrix.
- Identifying new geographies.
- Identifying new brand white spaces.
In a nutshell, we help our Clients navigate the incredibly complex matrix of brands, countries, retailers and consumer pressures.[/vc_column_text][vc_masonry_media_grid element_width=”6″ grid_id=”vc_gid:1443662033946-4bd24368-7b8c-4″ include=”1817,1805,1799,1886″][/vc_tta_section][/vc_tta_tabs][/vc_column][/vc_row]