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Tom Marin

Building Brands

By Tom Marin

About Tom

Tom Marin is the managing partner of and provides corporate and brand strategy to organizations of all sizes. He has an extensive background in the graphic arts, printing, publishing and media industries. Marin is an accredited member of the national and international chapters of the Business Marketing Assn., is a (CBC) certified business communicator and a past marketing chair of the Chicago chapter.


Whatʼs Good for the Packaging is Good for the Brand

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What happened: Bot Water got a facelift that adds impact and awareness for the company and its brand. Companies in the packaging industry care about these kinds of updates and upgrades because it keeps them current with how other brand owners are presenting themselves. Companies outside the packaging industry should take note when a brand reinvents itself to learn what improvements were made and why.

Why it matters: Brand owners can learn a lot from packagers who provide their customers with cogent design and cohesive brand marketing. The key characteristics of effective branding include intriguing aesthetics and a strong brand marketing system. In this straight-forward reflective packaging assignment, several very important brand identity principles were accomplished:
1. Strong branding system presents color-coded selection for each variation of water: grape, berry, etc.
2. Strong visual presentation of the product uses interesting ʻbot-likeʼ characters for each product and creates an interesting brand family.
3. Strong corporate identity consistently presented with precision using a contemporary design style.
Clearly this packaging was designed with a younger audience in mind. Who is your brand marketing system designed for and what is the primary brand signals you are using that make your brand different? Is it new looking? Interesting? Different from all others in your market? Also check out the company's website that keeps the brand identity system moving:
Starbuckʼs started a revolution with its Tall, Grande and Venti sizes and even has other brand owners such as Chipotle using its system to help explain the company's three sandwich sizes. Either you setup a brand marketing system that is worth looking at, reading about, clicking on to find out more about, or you look like everyone else in your overcrowded marketspace. This usually leads to a dry and unsustainable brand and thatʼs
never a good thing.
Tom Wants to Hear Your Branding Issues:
If you are a printing company, or product/services company serving the industry, and would like to be considered for a feature in this blog, please contact Tom Marin for an interview.

Follow MarketCues on Twitter for branding and social media tips, as well as the latest trends. Tom also welcomes emails, new LinkedIn connections, calls to 407.330.7708 or visit How can he help solve your branding issues?

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