Keep the Change

I don't want it. I really didn't want this to be another bitch secession but, damn it, I'm bent. And it seems Mr. President I'm not the only one who doesn't like change. At least not in some packaging. The New York Times article "Tropicana Discovers Some Buyers Are Passionate About Packaging" circulated around the office this week reminding me of my own bad consumer experiences.

Tropicana came out with new packaging compelling some to voice their frustration with it while asking for a return to the previous. Apparently product differentiation and overall appeal was a problem. I can relate. To me the gist being "I know what I want, don't make it hard for me to find."

I am admittedly a curmudgeon when it comes to my "products" but I've done my time. I've earned it. I'm not going to buy a different brand of blue jeans, I've tried them all and I know what I like. Now my problem is finding the same thing I had before. The jeans are easy to find, however, why do all toothpastes & shampoos change packaging every 6 months? I've bought Arm & Hammer toothpaste for the past 16 or so years 2 to 3 tubes at a time, which is part of the problem. By the time I go back to get more they've added more products, tweaked an ingredient, increased their shelf presence and at the same time made it harder for me to get what I had before because they all look the same. I'm left with a multiple choice process of elimination. Add an errantly instructed shelf stocker or one that's confused as well, and I have 2 tubes of toothpaste I didn't want. Now, though, I'll remember Dental Care over Complete Care. Especially the taste.

I had a similar problem with Pantene shampoo. I get 2 bottles, I only have 10 hairs to wash, hence, a year goes by before I get more. Everything changed and once again its a multiple choice process of elimination. I'll remember blue and "Classic" now. At least I don't have to worry about the taste here.

Even though it was less than 5% of the people that complained to Tropicana it lets me know I'm not alone. My frustrations are justified. The message is the same for all marketers. Don't change without a good reason and a clear path to the past. Otherwise we might lose our way and you'll lose a customer.

- Duke (see my page)

Txt Msg Product Naming

Last fall, Pepsi redesigned the look of their carbonated soft drink line including Pepsi, Mountain Dew, and Sierra Mist. Most surprising to me was the new treatment to the Mountain Dew name, which now reads "Mtn Dew." This is obviously aimed at the 10-30 year-old text messaging generation who abbreviates anything and everything to keep their fingers from developing premature arthritis.

But in their effort to boost sales and relevancy with this specific audience, they've also succeeded in alienating another (particularly outspoken) audience. What about all the folks who think soft drinks are the downfall of our youth? New York State has even included an 18% "obesity tax" (linked) on the sugary beverages in next year’s proposed budget. Now we’re adding grammatical laziness to the fire? Hmmm.

Brand managers need to think about the big picture and manage their brand carefully, with longevity and responsibility in mind, especially if their products are in a sensitive spotlight.

Me? I'd put money down that at the next US spelling bee competition, Mtn Dew won't be a sponsor on the winner's t-shirt.

For more information on the text messaging phenomenon, click here.

-Jeff Tara (see my page)

Less is more.

When I go shopping for something, I want the experience to be fast and easy. I want to get in and get out. Instead, I often find myself walking down aisles of cluttered packages with cluttered information, and I stand there for an hour trying to make sure I buy just the right thing. Then I typically get frustrated and leave with something that's not my ideal.

Why can't it be easier? Clear, simple package designs would be so helpful. Tell me what I'm getting. Show me a picture of it. Maybe have one or two special callout features. I don't need or want the whole story up front. If I'm interested, I'll pick it up and look for more info on the back. If it's cluttered and confusing on the outside what's the product on the inside going to be like?

As a designer, it's a nightmare trying to cram all sorts of copy on a face panel with special emphasis on every little callout. Too much information makes everything seem lost, and the net is that nothing is important at all. The best designs are clear and simple ones.

- April (see my page here)

Do What You Say, and Say What You Mean.

Whatever happened to customer service anyway? Lately I find myself shaking my head more and more after hanging up the phone from a business call, asking “You really take home a paycheck?” Seems like real customer service is a thing of the past.

Re-introducing, or maybe introducing, employees to this important part of business is way overdue. A wise man once said, “What you do speaks so loud I cannot hear what you say.” But I just like to say, “Do what you say, and say what you mean.”

Every interaction is an opportunity for good customer service – an opportunity to send them away happy so they can come back happy… and bring their friends along with them next time too! It’s supposed to be about reputation and loyalty. Trust and honor. But instead, it’s turned into a cliché business phrase that’s over used and under practiced.

Some people barely notice when they make commitments. For them, a commitment is a casual expression for the moment. But idle promises merely postpone pain. It makes no sense to me! If you say you’ll take care of it… do it! Follow through!

“Do what you say, and say what you mean.” It’s a great motto for business and everyday life in general.

- Kim (see my page here)