Monday, November 16, 2009

How TCHO built its brand

How do you build a chocolate brand? from edenspiekermann_ on Vimeo.

Building brands takes time. Nice designs and packaging don't automatically constitute a brand. It really does depend on people forming a relationship with the product that, ultimately, they feel somewhat proprietary about.

Great design ideas and implementation are far more likely to provoke that sort of response. In the chocolate market TCHO is really distinctive. The associations with chocolate seem to hark backwards. This brand is decidedly contemporary. The care and attention lavished on the presentation supports the idea of a premium experience with none the usual cliches.

If the opposite of love isn't hate, it is indifference. I imagine that people will have fallen in love with TCHO and the equity in their brand is building. I can't believe that indifference is a possibility.

TCHO website
Video via Idealog magazine

Monday, November 09, 2009

Procrastination…if you have a spare 4" 16'…

Love this video on a subject near and dear to my heart.Meant to post it earlier, but I just never got around to it.

I wonder what strategies you employ to break out of inertia like writer's block? I have always found that, sometimes, just starting to write and not worrying about the content is the solution. First map out the terrain, then make sense of the words. Likewise staring at a blank page without a single idea can be overcome by making a mark on the page. A border sometimes helps me in the way that marking lines on the floor of a corridor can help a person with Parkinson's avoid freezing - rather than making it to the end of the hall they can then simply make it to the next mark.

Here's an interesting blog post about overcoming creative block by photographer Paul Indigo.