Branding & Packaging

"Nothing is so powerful as an insight into human nature... what compulsions drive a man, what instincts dominate his action...  if you know these things about man you can touch him at the core of his being."  

            - Bill Bernbach

Positioning

Simply put, positioning is how your target market defines you in relation to your competition.

The idea is not to just create something new and different, but to take advantage of the connections that already exist...to compare your brand with the competition in its environment, and demonstrate why yours is best.

Research

Traditional research approaches often fail to reveal the core message (the kernel of truth) needed for effective design communication.

DuPuis knows that consumers may say one thing, but do another. If you really want to understand how a consumer behaves, watch them shop in a grocery store, or engage them as a fellow patient in a doctor’s waiting room.

This is a research technique we employ everyday and when combined with traditional research methodologies, it gives us the ability to identify “real world” purchase drivers to create the demand impulse.

Innovation

As product life cycles are shortened and technology development continues to accelerate with ever-increasing competitive pressures to reduce costs, innovation, more than ever plays an integral role in a new and existing product's success.

DuPuis' understanding of the New Product Development Process enables us to quickly adapt our creative talents to properly position and design new product innovations for feasibility, validation, and reflection testing.

Brand Development

Exceptional results start with the right messaging. To open the lines of communication with your audience, you have to provide them with the unambiguous answers to three simple questions:

1. Who are you?
2. What are you?
3. Why does it matter? – Why should I buy you instead of your competition?

Design

Brand implementation can take many forms. In all its forms, design consistency of the brand message is essential for effective marketing communications.

That is Brand Stewardship.

Structural Design

How important is structural design to a brand? Ask Coca-Cola.

Taking brand stewardship into the structural realm with full structural engineering services, DuPuis is in the unique position to create an environment where total package design can be blended to deliver manufacturing advantages, physical consumer benefits as well as enhanced brand definition.

Packaging Design

Would you buy a diamond ring in a cardboard box?  Of course not; that's because purchases are more often emotional rather than rational.

A great package is timeless and makes an indelible impression in the consumer’s mind. It requires an understanding of consumer psychology, visual imagery, language and marketing.

By balancing fine art with a strategic objective and commercial message, we inspire and motivate your audience by delivering the brand promise right on the container.

Implementation

You hired the best architect to design your new home.  Now it's time to build it.

Ensure the value of your brand investment and have DuPuis, your brand architect and brand steward, produce and implement your vision from the foundation to the rooftop.

Color, Pre-Press & Print Consultation

Every play the telephone game? A simple story is whispered from one person to another until the meaning of the original message has becoming laughingly convoluted.

We find many prospective clients entrenched in a post-design workflow employing as many as five vendors. DuPuis has melded together many of the individual steps involved in bringing design to print.

Printers are the final link in the branding and packaging process. DuPuis makes sure that what they are given to duplicate is as smart and clear as what was originally intended, taking brand stewardship to the shelf.

Brand Strategy

Developing a brand strategy can be one of the most difficult steps in the marketing plan process.

To begin the development of your brand strategy you must have an understanding of some essential marketing components.

DuPuis has developed proven success tools to assist our clients in developing their brand strategy. These tools can be found in our RESOURCES section.

Identity

The marketplace is a Rorschach of human instincts.

What does your brand say?  What type of car does it drive?  What clothes does it wear?

This outward expression of the brand, including its name and visual appearance is its fundamental means of consumer recognition and symbolizes the brand's differentiation from competitors.  In a mass-customization economy, your identity is one of the most valuable things you own and should be protected.

Collateral

More than just brochures or sell sheets, effective collateral material will express your brand's market strategy.  It will provide your sales staff with the proper tools to deliver the brand message and speak for itself.

Executing collateral is a collaborative process that envelopes individuals within your organization to help unify your message and become brand stewards as well. 

Internet

On the internet, branding moves beyond logo, tagline, key messages and graphic identity into the customer's real-time interaction with the brand.

Building equity and stewarding the brand through this medium requires the keen foresight of an information architect who knows how and why your audience will use a particular web site in the first place.

Advertising

It's not about that catchy SuperBowl ad.  It is about crafting a clear message, delivering it early, often, and with conviction.

The ultimate goal is to establish a long-term relationship with the customer - building the brand relationship from prospect, to customer, to advocate.

Promotions

The launching pad for brand awareness.

It is about bringing your brand closer to your consumer in a new, memorable way.  Taking the brand and the brand experience physically into places where it is not normally seen, while still maintaining its identity, message, and promise.