Navigating the Nuances of Brand Redesign: A Deep Dive Into Raybern's Marketing Makeover
Raybern's Sandwiches undergo redesign to appeal to consumers changing tastes.
In an age where brand identity can drive consumer loyalty as much (if not more) than the product itself, a brand redesign is often seen as a bold move—a gamble that could redefine the perception and profitability of a product line. The recent transcript featuring Doug Hall from Raybern's offers a candid look into the intricate journey of brand redesign—a process that is not merely cosmetic but deeply rooted in strategy, psychology, and consumer behavior. Through Doug's experience, we get a primer on the intricacies of marketing evolution in today's dynamic marketplace.
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Listen to the full episode to get these 3 takeaways plus the three things you must do before you consider a redesign.
Key Takeaways:
A comprehensive, well-thought-out reason is essential before undertaking a brand redesign.
Colorblocking and breathing room can deliver power to compete on shelf.
Photography vs renderings and how the color of food can make or break your redesign.
The Strategy Behind Change-Avoidance
One of the stark standpoints shared by Doug is his aversion to unnecessary packaging changes. Citing an example from Tyson, he enlightens us about the psychological underpinnings of consumer behavior, how disrupting the familiar can lead to a sharp decline in sales due to consumers being forced to reconsider their purchase decisions. Doug's reflection, “The general rule of thumb that I have is avoid packaging changes,” underscores that marketing is not just about aesthetics; it’s about consumer continuity and comfort.
This aversion to change is not without its data-backed rationale. The discussion illustrates how tweaks perceived as minuscule for the marketer could be monumental hurdles for consumers who are creatures of habit. The Tyson anecdote, where a seemingly beneficial change led to a 30% drop in sales, acts as a testament to this principle.
The Reasoning and Rollout of Redesign
Despite an initial reluctance, the transcript delves into why Raybern's found itself at the crossroads of a brand overhaul. As Doug leads us through the company's analysis, we learn about an array of external factors that catalyzed the revamp, with the most impactful being the shifting consumer patterns post-COVID-19. The company saw this as “a need to get people excited when they come down the frozen aisle”, and their decision was supported by research on current consumer desires. This dynamic shift in strategy illustrates the responsiveness required from brands to stay relevant in fluctuating market conditions.
Furthermore, the narrative doesn’t just stop at the 'why' but smoothly transitions into the 'how.' Doug elaborates on the collaborative, brainstorming sessions with various stakeholders, indicating the value of diverse perspectives in shaping a brand’s new avatar. It was a meticulous, data-driven process, touching upon younger demographics' feedback, focus on minimal disruption, and tapping into the current landscape analysis.
The Physical and Psychological Interplay in Packaging
Packaging is not just a container, but a communicator. The discussion shifts toward the embodiment of the brand's promise in the redesign—how the visual appeal aligns with the product's value proposition. Doug notes the importance of contemporizing visual cues while retaining recognizable elements, adding that “*side by side, new and old graphic need to look similar,*” which reflects an acute awareness of the delicate balance between novelty and nostalgia.
This simultaneous capture of freshness and familiarity is mirrored in the sandwich images themselves. The photographs, crafted with a deliberate focus on warmth and approachability, aimed to evoke the essence of a deli experience—a strategy that Doug deemed successful based on early consumer and retailer feedback.
Beyond the Wrapping Paper: The Taste Test
As we wrap up the insightful exchanges, it’s evident that the theme isn’t just about changes to the outward appearance. Doug's narrative draws to the key nexus: ensuring the reformulated product matches the promise of its new packaging. The relaunch, while carefully calculated, is not just about the spectacle of unveiling; it spans from strategic ideation to crucial post-launch consumer engagement tactics. This comprehensive scope of thought reflects a nuanced understanding that the impacts of a redesign are multifaceted—both visible on the shelf and perceptible on the palate.
Doug’s final thoughts remind us that redesigning a brand is an ongoing dialogue—not a static announcement. It's about igniting and maintaining consumer interest, keeping them invested in the brand’s journey, and making sure that each sandwich they bite into reaffirms their decision to embrace change.
By effectively balancing heritage with innovation, root-level meticulousness with creative ambition, and consumer psychology with sensible marketing, Doug’s story with Raybern's serves as an exemplar for how redesigns, when grounded in strategy and thought leadership, can mark the beginning of a refreshed relationship with customers—one that could potentially endure beyond the ephemeral appeal of new packaging.