114 • 100 GREAT BUSINESS IDEAS
Creating a distinctively packaged product will secure it a lasting
place in the memory of customers, convey an image, and ensure
it stands out among other choices, making it easy for people to
recognize instantly.
The idea
How to successfully differentiate your product is a much-debated
issue in marketing and product development departments. While
superior levels of customer service and quality are important, it
should be recognized that people can be visually reliant when
forming a fi rst impression of a product. Consequently, packaging
your product in an appealing and instantly recognizable way
provides a valuable head start in the battle for differentiation.
The fl at-sided, sapphire-colored bottle used to market Bombay
Sapphire dry gin is instantly recognizable thanks to its striking,
translucent design. It can be recognized without having to see the
product name on the bottle. With this bold, style-savvy approach,
potential customers are instantly drawn to the product and their
curiosity piqued. Should customers wish to buy the product
again, they can fi nd it quickly and easily in an array of cleverly
packaged choices. The dry gin manufacturer emphasized its design
credentials by awarding the Bombay Sapphire Prize—the world’s
biggest international glass design award. By taking design seriously,
it pushed itself further toward pole position in its market.