Kühl+co meets the global food industry (continued)
Subjects discussed were branding, brand strategy, packaging design, and also global marketing, design and communication. Considerable interest was shown by the participants in all three aspects of Kühl+co's concept: innovation processes, and both traditional and digital communication. We also acquired a wealth of knowledge and useful information about the challenges facing the global food industry. Knowledge that we can use to benefit both existing and future customers.
Two major challenges often referred to were the growing problem of obesity in the western world and ethics in marketing to children. Many of the biggest players had opted to work closely with the authorities, accepted a joint responsibility for the problems, and wanted to be involved in possible solutions. Larry Light of McDonald's won substantial plaudits for his contribution entitled "From Trademark to Trustmark", which dealt with the McDonald's brand evolution now well under way. McDonald's have started from scratch so to speak with new (healthier) products, new target groups (from families with children to juveniles and adults), increased focus on employee wellbeing and more varied marketing.
Michael Persson of ABSOLUT Vodka talked about the road from unknown label to the world's third largest liquor brand, and about how in taking this road ABSOLUT had decided to focus strongly on creativity and provide room for unconventional methods. Artists, designers, fashion gurus and - most recently - activation of the individual consumer in creative processes have added new values. Today the brand has its own unique, surprising and exciting story to tell. ABSOLUT have always been very faithful and honest towards their primary target groups, and have thereby created enormous customer loyalty.
How to build this loyalty was a recurring theme – and the traditional media are admirably complemented by the digital for this purpose. A number of the participants had experimented with the internet, but only a few had real experience. At the meetings, Kühl+co therefore exchanged its own experiences and visions with the participants. We further described our innovation process and the trends that dominate today and that will also dominate tomorrow. Sensing, feelings and transparency are key words, and we guided our potential customers through a "Survival Kit for Consumer Appeal 2005".
The focus was predominantly on design. Design of products, packaging, shops and identity programmes. For example, Unilever had chosen to redesign their logo and to construct a tight identity around the values that this new logo symbolised. And the UK brand "Square Pie" had built up its entire business around square pies in a rectangular universe. The few companies that had not yet used design as an important parameter were perceived as fragmented and lacking in relevance and presence. This bodes well for the Danish design sector, which has a good reputation internationally. Something that was reflected in the interest we encountered as representatives of "Scandinavian design".