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Road2Retail podcast
Interview with Richard Palmer — Executive Creative Director of Little Big Brands.
Richard Palmer of Little Big Brands discusses how understanding consumers informs a brand’s personality, voice and packaging. He explains the risks of skipping research and considers how the physical structure of a package can give a brand a competitive advantage.
Guest
Richard PalmerExecutive Creative DirectorLittle Big Brands
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Watch on YouTubeAbout this episode
Richard Palmer joins Road2Retail to discuss branding and design through his work at Little Big Brands. He considers why a company needs to understand its consumer and how that understanding informs the development of a brand personality and voice.
The interview also addresses the risks of cutting corners on research. Richard discusses physical packaging structures and the points a brand should consider when deciding how its packaging could become a competitive advantage.
Topics covered
Personality and voice
Developing a brand’s personality and voice with its consumer in mind.
Packaging structure
How the physical form of a package can contribute to a competitive advantage.
Go To Market Strategy
Build a practical plan to enter or grow retail distribution.