Remember the power of a consistent master brand.

If you have a masterbrand use it.

If you have invested time and energy in an instantly recognisable, master brand, it’s advantageous to use this navigational aid across the entire portfolio.

This consistency creates reassurance in your consumer and links the wider portfolio together.

It also ensures that your product looks like it is from the brand leader rather than one of the copycat discounters.

Have a look at this example from Red Bull, they seem to have forgotten that unique checkerboard identifier from the parent pack.

This inconsistency creates sub ranges and product lines that don’t seem as though they are part of the portfolio and so risks them disappearing into the background on the shelf.

A robust masterbrand serves as a beacon to reassure the consumer of their choice. If you have one, use it or risk losing it to the competition.

#BrandDesign, #PackagingDesign, #Packaging, #Marketing

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