Interview with: Mirja Kloss, Director of Marketing Germany, Member of the German Executive Board, Brown-Forman

1. Interview with: Mirja Kloss, Director
of Marketing Germany, Member
of the German Executive Board,
Brown-Forman
“For a product to bounce off the shelf, it
needs to be easily recognisable to
consumers. The packaging of Jack
Daniels whiskey, the shape of the bottle
and the label design are an inherent
part of the brand equity and true signs
of recognition to consumers around the
world,” says Mirja Kloss, Director of
Marketing Germany, Member of the
German Executive Board, Brown-
Forman.
Kloss is a keynote speaker at the
marcus evans CMO Asia Summit
2017 and the AsiaPack Summit
2017, both taking place in Macao,
25 - 26 May.
What helps products bounce off the
shelf? What do consumers find
appealing?
First of all, the product must be easily
recognisable. Most marketers know that
brands with high recognition are those
that have been in the market for a long
time. They are easily picked up and they
jump off the shelf because it is a relief
for consumers when they identify a
brand they know about. Beyond a
strong brand asset, there are secondary
elements that can play a role such as an
embossed design on quality paper. It
can go beyond the packaging to the way
the product is displayed on the shelf,
which can draw the attention of
shoppers passing by.
Why are consumers looking for
authenticity, and how can the
product or packaging provide that?
Consumers are facing many changes,
there is so much insecurity and
questions around where the world is
heading. It is in such times that
consumers desire authenticity and
honesty. This is a global mega trend
right now that brands with a long
history can benefit from. Authenticity
means being honest to consumers and
who you are as a brand. It takes time to
build trust in a relationship with a
person, and that is also what brands
must do with consumers who purchase
their products.
What are the synergies in design
and in-store presentation that can
help reinforce the authentic brand
story?
Whether it is the packaging itself, the
label design or the display or shelf
presentation tools – each is an
important communication touchpoint. As
a consequence, they must always be
looked at in a 360° way to ensure
consistent elements for easy recognition
whilst complementing each other in
communication elements within the
overall communication strategy.
Sensorial elements are a true asset that
lies within the touchpoint at the Point of
Purchase and should be fully taken
advantage of. Here is where visual
elements of other communication
touchpoints can be brought to life in an
even more sensorial experience.
How can companies ensure they
centre their strategic message
around the authentic core compe-
tency of their brand?
As a brand and company, you must be
very clear about what your core
competencies are, and always come
back to them. There are many
possibilities and technologies out there
that can distract marketeers, hence
senior managers must pay close
attention to keep the right balance
between trying out new things and
constantly evolving, and at the same
time not stretching too far away from
the core competencies.
Specifically brands with a long heritage,
such as Jack Daniels, must carefully
balance these two aspects.
How can QR codes and virtual
reality bring authentic elements of
the brand to life?
There are many ways such tools can be
utilised. We have used them to bring
Lynchburg, Tennessee, the home town
of Jack Daniels, to consumers around
the world through virtual reality glasses.
Even with smartphones people can
enter a 3-dimensional world that is very
authentic and real. The packaging and
label are a medium that can bring this
world to consumers via a QR code
instead of just printed text on a label. In
the future, more brands will use such
tools.
What trends should marketers and
packaging executives prepare for?
How?
It is this balance between the desire for
authenticity, honesty and integrity, and
on the other hand the exponential
development of technology that they
must balance. They have to make very
clear strategic choices for how they
communicate with consumers, without
necessarily going after every single
trend. That will be the challenge.
Whatever they do, it must always fit in
with who they are as a brand.
Authenticity
means being
honest to
consumers
and who
you are as
a brand
Making Products Bounce Off the Shelf

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http://events.marcusevans-events.com/cmoasia/asiapack2017-mirja-kloss