Abstract
Total branding is a new approach to packaging design, which forms the subject of Paul Southgate's book ‘Total Branding by Design’ (published in 1994 by Kogan Page Ltd).
This paper is based on extracts from Chapters 2 and 4 of the book. The text includes an introduction to the total-branding approach to brand building, some specific issues and examples of how it works and the advantage of this approach for marketers.
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1Paul Southgate is chief executive and planning director of leading design agency Wickens Tutt Southgate (WTS), whose clients include many brand leaders such as Esso, Kraft Jacobs Suchard, Seagram and Smith Kline Beecham. Paul started his career in brand management with Procter & Gamble, working for four years on such brands as Head & Shoulders, Flash and Bold. In 1985 he moved into advertising and learned the value of strategic planning at Abbott Mead Vickers. He pioneered the use of planning techniques in design at Michael Peters, where he was the design industry's first ever planning director. In 1989 he set up WTS with two colleagues. The agency has since grown from 3 to 43 people, it now has associated offices in Paris and New York and is the fifth largest packaging design agency in the United Kingdom. Paul regularly contributes papers to industry magazines such as Marketing, Marketing Week and Design Week and is a popular speaker at conferences on marketing and brand management. He is also a director of the Design Business Association.
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Southgate, P. Total branding. J Brand Manag 2, 280–288 (1995). https://doi.org/10.1057/bm.1995.11
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DOI: https://doi.org/10.1057/bm.1995.11