brand by design: walter landor
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Brand by Design - Walter Landor
Presented May 5, 2006 at the National Museum of American History
Modified February 8, 2009
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Augsburg Synagogue – interior Designed by Fritz Landauer – his father
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Walter’s arrival to the U.S.with the British Pavilion at the
1939 NY World’s Fair
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Walter and Jo Martinelli Landor
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The emergence of self-service supermarkets
“Fifteen years ago, a sales clerk might recommend a brand of soap, paint, peas or candy. Today, the package itself must do the talking.”
Walter Landor, 1956
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Before self-service grocery stores and then the new supermarket
A full-service General Store Piggly Wiggly’s patented new self-service store
A&P full-service store
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Early Branded Ads
Kellogg’s Corn Flakes
Uneeda Biscuits
Quaker Oats Smith Brothers’ Cough Drops “Trade” and “Mark”
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Getting Started – the 1940s
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Commitment to 3 methodologies
1- Creativity. •No “cookie cutter” approach to design
2- Teamwork. •Regular “Crit Sessions” for all staff
3- Consumer feedback. •Consumer interviews•Focus groups
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Walter Landor at the supermarket
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A post-shopping interview
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Focus group reviews
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Getting Ready – the 1950s
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Beverages – beers
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Beverages - wines
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Beverages – spirits
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Beverages – non-alcoholic
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The Klamath – the ship of Dreams
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Klamath – staff on top deck
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Landor’s Museum of Packaging Antiquities
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A “Gathering of Communicators”
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Walter Landor – Welcome aboardChristening – September 11, 1964
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Klamath and the San Francisco skyline
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Landor’s new projects - airlines
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Financial
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Packaged goods
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Packaged foods
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Packaged foods
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Packaged foods
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Transportation
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Branding
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Branding
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Branding
Cotton – Draft Cotton – Final
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Branding
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Walter Landor
“A Product is Made in the Factory,
a Brand is Built in the Mind.”