Rethinking Brand Awareness

Around the holidays, e-commerce companies should offer plain-box packaging and masked return addresses, so a spouse/friend/kid doesn’t get tipped off to what’s in the box if they answer the door when delivery drops it off.
Rethinking Brand Awareness

Have you ever noticed how much brands adore their own names and logos? It's like a never-ending love story. Imagine ordering a product online and seeing the brand's name and logo everywhere – on the box, the tape, inside packaging, and on the product itself. It's like a delightful journey into the world of branding!

But here's a fun story with a twist. Picture this: the holiday season is around the corner, and let's say I'm a big bike enthusiast. Casually, I've mentioned eyeing a new bike component from a local bike shop. My amazing wife, thinking ahead, decides to surprise me with this as a gift. She shops online, places the order, and voilà – a few days later, a package from the bike shop arrives at our doorstep, screaming its identity.

The plot thickens when I get home first and spot the package. Although it's addressed to my wife, the heavily branded box gives away the surprise. I instantly connect the dots to our conversation about the bike component kits. Oops! While the surprise element fizzled out, the joy of receiving a thoughtful gift from my wife still warmed my heart.

I didn’t have to open the box. I didn’t have to unwrap the products. And while I may not know exactly what’s inside, I know what’s inside.

Here’s a thought: what if brands were a little more discreet with their packaging, especially during the holiday season? Imagine if they toned down the external branding or even masked their return addresses to keep the surprise alive. Wouldn't that be a fantastic way to preserve millions of surprises, especially during the peak gift-giving seasons?

At the end of the day, I'm super grateful for the gift, and it’s the thought that counts. But sometimes, a little less branding can mean a lot more surprise and joy. Let's embrace a new kind of brand awareness – one that considers the delight of surprise!

P.S. People have noticed that Apple and Microsoft do this as well when they ship their hardware. Hard to tell if it’s to hide the surprise, or just to reduce theft, but either way, kudos to them for situational brand awareness as well. Their products are highly branded on the inside of the box — no need to slather their brand on the outside too.

Dejan Georgiev

Serving @ Kaufpedia