He put forth the following Five Rules or questions:
- How often is it bought
People shop differently based on how often they buy a product? - Facilitate Sale
At three different levels: Billboard – 30ft, Arms Length – 2-3 meters and Arms Reach - Context – Rectangles
Most stores are polluted with 90 degree angles – a cacophony of color and monotony of shape
Break up the monotony of shapes, box after box after box after box - Functionality first. Pretty Second.
This is not an art project anymore.
The Real Competition is ourselves
Finally he put this challenge to those in the room.
“We are at a point in the evolution of Private Brands that it is time that we wagged the dog.”
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