Discusses the importance of branding, brand merchandising, and visual displays in the retail marketing of the wine & sprits and how they connect with consumers.

1. Eric Balinski
www.synection.net
September 2014
©Eric Balinski, 2014
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If you don’t get noticed, you don’t have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks.
-- Leo Burnett

2. Sources: The Associated Press, research date- April 28, 2013
The average attention span in 2000 12 seconds
The average attention span in 2012 8 seconds
The average attention span of a gold fish 9 seconds
©Eric Balinski, 2014
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3. ©Eric Balinski, 2014
Logo
Images
Words
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4. Visual Branding gives instant context and connects at a human emotive level
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5. “Long standing findings from design, art, and advertising research indicate that visual elements such as shape, color, logo, and typeface are not only perceived in terms of their formal or technical properties but also in terms of the symbolic or affective connotations they embody.”
Source: Article- Symbolic Meaning Integration in Design and its Influence on Product and Brand Evaluation, by Thomas J. L. van Rompay *, Ad T. H. Pruyn, and Peter Tieke, International Design Journal, Vol 3, No 2 (2009)
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6. Solution- Sell brand Signage and POP
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7. –Physical retail locations are now charged with building the brand and its value proposition, in addition to creating sales.
–A store is a place to provide information, energy and entertainment, none of which is readily available in online only retailers.
–Brands have pressure to create a brick & mortar presence in order to give their brand visibility, clarity and credibility.
Source: article, The Retail Revolution Is Here, By David Aaker, July 24, 2013
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8. Ways to Use Visual Branding Examples
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©Eric Balinski, 2014
1.Complement Messages and Images with Visual Branding
2.Interact in Locations that reinforce brand experience
3.Design with Visual Media that stands out to Audience
4.Get Remembered by tapping into Human Emotions
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10. –Brand images have instant meaning and cuts through a world of clutter
–The convergence of physical environment, online and mobile is creating new arenas to engage and create customer experiences.
–Presence in the physical world is critical to the brand visibility, credibility, and reinforcing the customer’s experience with the brand.
–Physical environment are critical to building the brand and its value proposition, in addition to generating the customer relationship and sales.
–The physical environments provide information, human energy and touch points, which cannot be easily duplicated in the mobile or on-line worlds.
©Eric Balinski, 2014
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11. Eric Balinski -Managing Director, Synection:
Eric advises companies on visual branding, brand innovation, growth strategies, green and sustainability efforts, and market expansion. When a company sees sagging sales, lack of growth, or is launching a new innovation, his services connect the elements between a brand and a customer, “the dots”, —and the dynamics happening in-between. With an uncanny knack to connect the “dots”, is in his ability to understand value chain players, interpret customer behavior patterns, and discover marketplace disconnects to determine how things in both the marketplace and with customers really work.
He works with globally known brands to small companies with big ideas, as well as publicly traded firms, privately held companies, start-ups, and investor backed companies, and their leaders, marketing, sales, brand management, operations and whoever else is needed to achieve results. He co‐authored, Value‐Based Marketing for Bottom‐Line Success, published by McGraw Hill and the American Marketing Association.
Phone: 973-903-9300
Email: ebalinski@synection.net
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