BrandWizard Technologies

Global Packaging Graphics
Streamlining and automating your organization’s global packaging graphics

Address 130 Fifth Avenue New York, NY 10011 Telephone 212 798 7600 Fax 212 741 7672 Website www.brandwizard.com Associate Offices Amsterdam Bogotá Buenos Aires Chicago Cologne Hamburg Jakarta Johannesburg London Mexico City Milan New York Osaka San Francisco Santiago Seoul Singapore Sydney Tokyo Zurich

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Table of Contents
Introduction Executive Summary...................................................................................................................................Page 3 The Problems of Global Packaging Graphics .............................................................................Page 4 The BrandWizard Solution....................................................................................................................Page 6 The BrandWizard R.O.I. ..........................................................................................................................Page 8

BrandWizard in Action Object-oriented Packaging Graphics..............................................................................................Page 9 Loading a Master Template...............................................................................................................Page 10 Localizing a Packaging Graphic .....................................................................................................Page 11 Nutritional Facts Wizard.....................................................................................................................Page 13 Batch Processing Changes ...............................................................................................................Page 14 Automatic Beauty Shots for E-Commerce ................................................................................Page 15 Automatic Product Coding................................................................................................................Page 16

Postscript About BrandWizard Technologies .................................................................................................Page 17

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Introduction Executive Summary
Some of you are well aware of the significant time and costs associated with global packaging graphics. For others, this may be a new area of responsibility. Either way, your organizations are spending too much time and money in implementing and managing your global packaging graphics. And, if you are like most companies that we meet with, you are not achieving the results that you desire in implementing a consistent brand message on your packaging graphics. This white paper details a different process. As we will demonstrate, your organization will save significant time and money while improving the quality and consistency of your packaging graphics. Our approach is innovative, but it is not new. Companies like General Motors and Delphi Automotive Systems have been using our software and achieving significant return on investment for years. Some of the new BrandWizard innovations that this paper details are ideal for implementing and managing retail packaging on a global basis. In order to compete in the international marketplace, you must develop product packaging that is specialized for the languages, laws, and customs of each individual market, while maintaining a unified and consistent global brand voice. The BrandWizard Packaging System will enable you to do this quicker and more efficiently than previously possible.

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The Problems of Global Packaging Graphics
The problems inherent in managing your organization’s global packaging graphics are many. The overarching problem is that even with your high level of execution and diligence, your current process is still too slow, expensive and problematic. Current processes are too slow The success of your business is heavily dependent on getting new products to market quickly. By doing so, your organization is able to attain a larger market share and higher profit margins before competitive products move in. Unfortunately, in many instances, new product launches are delayed while you wait for the completion of the product’s packaging graphics. Our research shows that products can commonly be delayed by up to two months while you wait for packaging graphics to be completed. In fact, multinational corporations sometimes wait from one to two months for a packaging graphic to be localized or regionalized for an international market, even though the product is currently on the shelves in the United States. These delays are caused by insufficient communication, lack of graphics integration and lack of graphics automation. The fact is that when you introduce a product to twenty different markets, your product launch will be delayed by the time it takes your current design resources to create and approve twenty different standalone packaging graphics. Current processes are too expensive There are many redundancies built into creating and managing global packaging graphics. For instance, product copy is often keystroked into your computers multiple times because there is little integration between your graphic (Macintosh) computers and your back-end databases (PC’S or UNIX machines).

These redundancies are costly. When you launch a

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product in twenty different markets, your corporation will absorb the cost of creating twenty different standalone packaging graphics even though 80% of the graphic elements on the packaging will be the same. But perhaps the biggest expense you will face will occur when you need to make an across-the-board change to some or all of your packaging graphics. This can occur when your corporate name changes or when a product’s attributes or formulation changes. This will cost your company significant resources of both time and money. It is not uncommon for a simple corporate name change to take six months to a year to be updated on all packaging. Current processes are too problematic In addition to being slow and expensive, your current process is most likely highly problematic. Even though many companies publish packaging standards, the execution of those standards is usually left up to artistic interpretation. In the case of global packaging, this independent artistic interpretation leads to inconsistency in your branding and packaging graphics. In many of our global audits, we have documented significant packaging inconsistencies and brand fragmentation, as displayed in the illustrations on the left. Beyond branding issues, there are significant business and legal issues concerning the accuracy of your packaging graphics. As we have seen through our global audits, there are unique legal requirements for packaging graphics in certain industries and markets. For instance, the pharmaceutical and food and beverage industries need to meet government requirements regarding how product information is expressed graphically. For both business and legal reasons, it is of the utmost importance that your global packaging accurately reflects your product and brand attributes.

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The BrandWizard Solution
BrandWizard’s Global Packaging Management System can help you to optimize your packaging artwork design cycle by providing both your internal designers and local vendors with global access to master artwork templates customized to their specific regions and access levels. The system will be made available to your global users over a secure and passwordprotected Internet connection. Our patented Adobe Illustrator and Adobe InDesign plug-in technology automates many of the tedious, mechanical and often redundant elements of your graphic design and administrative revision processes, allowing design projects that used to take days or weeks to be completed in mere minutes. Your company’s corporate headquarters will have centralized control of worldwide operations at the click of a mouse, while your local vendors will get access to the information they need to customize master artwork for their local markets, ensuring efficient execution for global branding initiatives. Enabling ready reference to existing global templates will save you significant cycle time in the creative process, and allow you to get your new products to market faster. Specific benefits include: − Reduced collaboration time for global packaging projects − Increased accuracy of master brand expression − Reduced errors in local packaging artwork − Expedited revision and approval workflow − Quantifiable, first-year R.O.I. BrandWizard products are based on industry standards and are engineered to easily integrate into your existing relational and legacy database architectures.

The BrandWizard Global Packaging Management

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System provides much needed functionality for your corporation: − It enables worldwide distribution of packaging graphics over the Internet. − It automatically sends master artwork templates customized to a vendor’s region. − It disables vendor ability to alter customized master graphics layers, while enabling modification of local text layers. − It enables live uploading of new master templates. − It keeps detailed usage statistics. Since it is Internet-based, any user with a Web browser can access it regardless of whether they are using an Apple Macintosh or Microsoft Windows computer. Examples of your colleagues and vendors who can benefit by accessing this system include: − external designers − external production studios − internal colleagues − your company’s global offices − printers and separators The built-in BrandWizard user database will enable your Administrators to manage the access privileges of all of your users, locking in total operational control.

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The BrandWizard R.O.I.
The BrandWizard Global Packaging Management System will provide the platform for your packaging graphics to be distributed to your colleagues and local vendors around the world. Your company will no longer be forced to load artwork files onto digital storage media and ship them all over the world every time a packaging graphic needs local modification. This will greatly reduce the amount of money your packaging department spends on airmail, and eliminate production delays that result from shipping lag time. Additionally, by improving your worldwide communications process through expedited file sharing and automated archiving, your packaging staff will spend much less time collaborating with global colleagues, which means further reduced production time and improved speedto-market for your products. By using BrandWizard, your company will capitalize on the following benefits: − Decreased shipping costs − Decreased lead-time for creating packaging graphics − Enhanced brand consistency − Improved speed-to-market for packaged products through graphics automation − Improved efficiencies through Web-based graphics collaboration − Improved efficiencies through Web-based packaging archiving These savings and captured efficiencies translate into a solid R.O.I. for the BrandWizard client; typically, a BrandWizard system pays for itself in less than a year.

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BrandWizard in Action Object-oriented Packaging Graphics
Traditionally, consumer packaging graphics files have been treated as stand-alone units. Although many of the master logos and artwork elements were common to hundreds of SKU’s, they were locked up in separate files. Consequently, automation of any aspect of the graphics creation and distribution process was impossible. The BrandWizard Global Packaging Management System releases the untapped potential of your packaging artwork. Every graphic layer that you upload to the system can be used and re-purposed in many different ways to maximize its usefulness while minimizing your cost. We call this approach “object-oriented packaging.” With BrandWizard, you don’t have to re-create the same graphic over and over again. Our BrandWizard system dynamically creates a packaging graphic from its constituent art elements at a user’s request. One of the best illustrations of this object-oriented approach is the way BrandWizard uses master global templates to create localized packaging graphics. A local user simply specifies which SKU he or she needs, and the system serves up a perfect localized graphic built from all local art elements stripped into the appropriate master template. The next two pages explain the uploading and localization procedure in detail.

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Loading a Master Template
A centralized BrandWizard Administrator (on your staff or ours) will create a global master template and upload it to the system. The template will be a multilayered Adobe Illustrator or InDesign file that has been specifically designed for global use. In addition to creating and uploading the master file, the BrandWizard Administrator will also enter the business and branding rules for how localized versions of this master template can be created by local users around the world. The types of rules that the Administrator can enter include but are not limited to the following: Imagery Options The Administrator can select images from the BrandWizard Image Library that are appropriate for a given master template. Additionally, the Administrator can recommend or constrain the use of certain images in certain situations and regions. In some cases, the Administrator can enable the local user to upload a new image file for the package. Brandmark Options In like manner, the Administrator can associate a master template with one or more brandmarks and packaging content options. As with imagery options, the Administrator can set up recommendations and/or constraints for brandmark and packaging content usage in certain situations and regions.

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Localizing a Packaging Graphic
The BrandWizard system will facilitate the process of localizing master templates for packaging in all of the global markets in which your company does business. Specifically, the system will eliminate the time- and costintensive procedure of manually sending master artwork files via airmail to various parts of the world. It will also enable your local users to make language modifications to specified areas of packaging artwork without allowing them to manipulate master art elements in any way. The following steps outline the procedure of loading a master template and localizing the graphic using the BrandWizard system: Step 1a: Administrators create master Adobe Illustrator templates with global and local layers. − Existing master templates are broken down into elements that are common to all markets, and elements that are specific to a given market − Separate layers are created for each market, each containing all the artwork elements for that market. Step 1b: Administrators set up the global templates rules and constraints in the BrandWizard system. Step 1c: The master files are uploaded to the BrandWizard artwork server.

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Step 2: The local user selects and localizes the template. − The local user selects the master template and enters the information that BrandWizard needs to complete the local packaging artwork. − BrandWizard automatically builds a new graphic based on the selected master template and the local user’s choices. Step 3: The BrandWizard server creates all other file formats for the localized template and stores the template and corresponding files in the Packaging Archive. − These file formats can include but are not limited to Adobe Illustrator (*.ai), Adobe Acrobat (*.pdf) and Encapsulated Postscript (*.eps). Step 4: The BrandWizard server notifies the Administrator of the newly stored template. − The Administrator can now route the PDF for approval. − The internal design team can now make any necessary additions to the artwork. − Once approved, the Administrator can set the status on the artwork in the Packaging Archive to “Approved.” Step 5: The Adobe Illustrator file can now be routed to an offset printer for final production of your package.

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Nutritional Facts Wizard
The presentation of product ingredients on packaging is becoming more standardized each year. In fact, in some markets, it has become a legal requirement to present your product’s ingredients and formulation in a standard, government-approved design. For instance, in the US market, the Food & Drug Administration has stringent graphic guidelines that all food, beverage and pharmaceutical packaging must adhere to. As with other aspects of global packaging, these Nutritional Facts graphics are both time-consuming and ripe for automation. At BrandWizard Technologies as part of a current engagement, we are developing a Nutritional Facts Wizard. This Wizard is similar to our other graphic Wizards and offers the following benefits: − The product information, ingredients and formulations are drawn directly from your corporate product databases, eliminating data input errors. − The Nutritional Facts Wizard automatically sets all of the product information according to FDA graphics guidelines based on the size available on your packaging graphic. − The time savings of this type of automation easily translate into dollar savings in today’s fast-paced production environments.

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Batch Processing Changes
Since your BrandWizard Global Packaging Management System operates as an object-oriented, database-driven Web application, all packaging artwork changes can be quickly updated and automatically promulgated throughout thousands of SKU’s in a matter of hours. This batch processing functionality allows you to make minute or wholesale changes to packaging artwork on the fly, rather than having to open each file individually and change each instance manually. So the next time you need to alter an address lock-up or pictogram across hundreds or thousands of artwork files, you will be able to accomplish this task in hours, instead of weeks or months. This feature will save you time and money while ensuring that the packaging change is applied correctly worldwide. The following are examples of how your company will benefit immediately from this technology: Corporate Name Changes Mergers and acquisitions are a constant in today’s business environment. Along with many other costs, a merger will require you to update all of your combined company’s packaging. BrandWizard will allow you to batch process a corporate name change across all of your packaging graphics overnight. Image and Brandmark Changes Product features, formulations and marketing strategies can change very rapidly. BrandWizard can quickly batch process any and all changes to your packaging graphics, including but not limited to illustrations, photographs and pictograms.

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Automatic Beauty Shots for E-Commerce
With the pervasiveness of e-commerce and corporate product databases, there is an increasing urgency for three-dimensional beauty shots of your product’s packaging. The BrandWizard Packaging System delivers on this need by automatically generating a picture-perfect three-dimensional view of your product’s new packaging graphic. These beauty shots that the BrandWizard system creates can be automatically sent to your corporate product database or referenced in an online e-commerce catalog. Again, as with other BrandWizard functionality, this feature will greatly increase your company’s speed-to-market with new products. This feature will increase your company’s speed-to-market and costs by eliminating the following: − The costly creation of a three-dimensional comprehensive mock-up of the new package − The time and cost it takes a photographer to take the photograph of the new package − The time it takes a DBA (Database Administrator) to update your photography database

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Automatic Product Coding
Another aspect of your packaging graphics that is particularly well-suited for digitization and automation is your product’s coding. By integrating your BrandWizard Packaging System with a third-party code generating software, you will realize two benefits. Accuracy The first benefit will be that your product coding will be more accurate. Your BrandWizard Packaging System will seamlessly integrate all of the tasks associated with product coding. These tasks include but are not limited to inputting the correct number, generating the correct code and sizing and positioning the code properly on the packaging graphic. Speed The second benefit will be that the process of accurately coding your products will be a lot quicker. Product coding is a persistent but usually overlooked bottleneck in your global packaging process. This is partly due to the fact that there are so many different types of codes that are necessary in global packaging. We have worked with the following codes in creating global packaging systems for past clients: − UPC (Universal Product Codes) − EAN − Code 39 − Code 128 By automating the production, sizing and placement of these codes on your global packaging, you will eliminate one of the time-consuming and expensive bottlenecks associated with global packaging.

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Postscript About BrandWizard Technologies
BrandWizard Technologies is a consulting firm that offers companies a fully integrated global solution for all of their brand management requirements. Our Web-based custom tools work in concert with an organization’s wide array of digital assets, empowering employees and vendors around the world with instant access to corporate identity materials, brand guidelines, packaging artwork and more. Our patented Wizards offer clients unparalleled branding automation. No matter how large the corporation or how complex its product offerings, BrandWizard can harness the reach and speed of the Internet to tailor a complete turn-key brand management solution. The packaging illustrated here was all created with BrandWizard Packaging Systems. For more information on these and other BrandWizard systems, please call or e-mail us at our corporate offices. BrandWizard is a member of Omnicom Group, a strategic and financial holding company that manages a portfolio of market-leading companies in the disciplines of advertising, marketing services, specialty communications, interactive media, and media buying services. Omnicom is listed on the New York Stock Exchange (OMC).

The Nabisco brands shown in this White Paper are the property of Philip Morris Companies whose principal wholly-owned subsidiaries are Philip Morris Incorporated, (Philip Morris U.S.A), Philip Morris International, Inc., Kraft Foods, Inc., Miller Brewing Company and Philip Morris Capital Corporation. Rubbermaid is a registered trademark of Rubbermaid Home Products. Band Aid is a registered trademark of Johnson & Johnson Consumer Products Company, division of Johnson & Johnson Consumer Companies, Inc. ACDelco, GM GoodWrench, GM and Genuine GM Parts are registered trademarks of General Motors Corporation. Telfast is a registered trademark of Hoechst Marion Roussel. Delphi is a registered trademark of Delphi Automotive Systems.

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