The Science Behind Successful Brand Redesigns: Insights from a Marketing Expert | Ep 157

Packaging Unboxd with Evelio Mattos

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About: Doug Hall is a marketing executive with a unique and non-traditional background encompassing various areas of expertise. Initially an organic and analytical chemist in flavors and fragrances, Doug transitioned into technical sales before completing his MBA. With experience across multiple industries, including food, beauty, and laundry, he has worked with big companies such as Procter & Gamble, where he contributed to brands like Tide and Gain. Doug has also pursued a PhD in organizational psychology, underscoring his commitment to lifelong learning and interdisciplinary approaches. His current role at Raybern's involves leading marketing initiatives, particularly focused on branding and consumer connection, leveraging his R&D background. Episode Summary: In the latest episode of our podcast, we delve into the intricacies of marketing strategy in the context of product redesigns and packaging evolution. Doug Hall, of Raybern's, offers listeners an insider's perspective on navigating the challenges and reasoning behind updating a brand's aesthetic and product formula. Exploring the intersection of consumer psychology and marketing, Doug shares his journey from an organic chemist to a marketing expert, emphasizing the importance of starting with consumer insights and minimizing disruption to customers' shopping experience. The conversation unwraps the complexities and considerations of rebranding, touching upon topics like consumer behavior, the impact of COVID on the food industry, and the experiential details that go into creating the perfect microwavable sandwich. Key insights emerge as Doug discusses the balance of keeping a brand fresh yet familiar, highlighting the risks and rewards of changing packaging. The strategic thinking involved, from the inception to the rollout of new designs, showcases how data-driven decisions can revitalize a brand whilst still catering to loyal customers. Key Takeaways: A packaging redesign should have a substantial reason behind it, rather than just a desire to make one's mark on a brand. Changes to packaging or products must involve cross-functional planning and communication to address the impact on various departments and operations. Budgets for rebranding must account for extensive components including agency work, photography, packaging printing, and old product phase-out. Raybern's leverages insights from consumer trends and QSR standards, ensuring their product reformulations and branding continue to resonate with evolving tastes. Doug emphasizes the critical nature of maintaining brand familiarity, minimizing the risk of losing customers who might reconsider their purchase if they notice significant changes. Notable Quotes: "The general rule of thumb that I have is avoid packaging changes, keep things on autopilot. If you've been buying it, keep buying it. Minimize disruption." "Everything you do in marketing should start with the consumer. What do they like? What are they missing? What are their needs?" "My whole goal here is to understand why you come into work and what we can do to make it a better workplace for you. Same thing with the consumers." "If you were to buy some laundry detergent and you didn't see that sudsing, you'd be like, I'm not buying this again." "Since I don't know what I'm buying anymore, I'm going to pick something new that fits better for my lifestyle now." Resources: Raybern's official website: rayberns.com

Doug Hall's professional LinkedIn profile for further inquiries and discussions on branding and consumer marketing: here>

Stay tuned and make sure to listen to the full episode for a deeper dive into the dynamic world of branding and consumer insights with Doug Hall. Join us on this fascinating journey through the behind-the-scenes actions that shape your purchasing decisions and the face of your favorite products.

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