Lejonet & Björnen
Brand stewardship.
Design life time management™.
Our long-time friends at Lejonet & Björnen teamed up with Swedish whisky producer Mackmyra for their Limited Edition no. 2. Mackmyra’s Svensk Ek (Swedish Oak) Whisky is used in this innovative masterpiece of an ice cream.
We’ve done a lot together with Lejonet & Björnen over the years. One instrumental thing is to help them predict the lifetime of their brand design with our proprietary model Design Lifetime Management™. So far we’ve done three packaging re-designs and a couple of limited editions. All in order to keep them top-of-mind and front-of-shelf.
Design Lifetime Management™ is an important tool in decision-making regarding brands because it gives an indication of what to do and when. Working like this Lejonet & Björnen always know when the right time is to introduce a re-design, this is a huge advantage because it allows them to be proactive rather than reacting to market events.
Design Lifetime Management™ (DLM) differs from profitability in that profitability measures the past and DLM looks forward. It is all about extracting the underlying pattern of behavior in a time series which can be partly or nearly completely hidden by noise.
It encourages brand owners such as Lejonet & Björnen to focus on the long-term value instead of investing resources in acquiring ”cheap” customers with low total revenue value. It helps them to find the optimal allocation of limited resources for ongoing activities in order to achieve a maximum return.
In short, it is our way of combining art and science for brand owners to help them make better decisions.
Some things we’ve done this far:
• Monitoring the impact of design strategies and marketing investments
• Brand design life time management
• Determining when and how to introduce design changes including the life-length of designs
• Identify sleepers in the market that has the potential to stir things up
• Interpret where the market is heading when it comes to design styles
• Social media
• Marketing campaigns
• Brand book
• Product photo
• Website
