4 Tips for Applying Local Inspiration to Scalable Brands with Big Dreams
In creating product packaging for upstart brands, one approach is to look at the ultimate goal—rising to become a top brand in the category nationally or even internationally—and to then copy the look of brands that have already reached this summit. The problem with this approach, though, is its inherent lack of authenticity. Copying others is what you do when you have low self-esteem, right?
This “knockoff play” sometimes works, of course, but it can certainly be problematic in today’s marketplace, where the need for authenticity is playing an ever-larger role and will continue to do so as Millennials and Generation Z’s take the reins. Simply put, today’s consumers are looking for authentic stories. This is precisely why so many of them are strolling through farmer’s markets every week, befriending neighborhood chefs and food truck operators, and just generally doing all they can to live by the mantra “think globally, buy locally.”
In fact, the rapid success of so many local operators is translating into growing demand for an alternate strategy to the knockoff play—namely, helping brands maintain their authenticity and potential for category disruption even as they scale up to become players on the national stage.
One example of […]