Products have features and forms.  Brands are felt.  The bar has been raised to be a “brand” today.  That means utilizing all assets to elevate the brand experience, not just marketing communications or tactics.  This year, Godiva is doing it with its packaging.  Rather than broadcasting the brand to be part of the gift-giving season, the holiday packaging creates the community experience. 

GODIVA:  More proof that if you’re not integrating experience in everything you do (beyond the form of promotions and tactics, ie: product development, distribution and even packaging)  … you’re missing opportunities that your competitors will take, leaving you for Free Range Roadkill.  If age-old Godiva can do it, certainly you can too.

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