There is, however, no cause for concern. This is why:
There is no loss of brand differentiation.
Despite the absence of the iconic Matterhorn, Toblerone’s new packaging will include an anonymous, Swiss-looking peak that will satisfy the vast majority of consumers. The introduction of a new font and packaging design poses the greatest risk in the redesign, as it is possible to undermine a brand’s appeal by removing its distinctive brand assets in a refresh. Toblerone, on the other hand, can modernize its packaging without sacrificing its distinctiveness with a trip to the archive, a sensitive creative team, and pre-testing of new packaging options.
Imagery is more important than provenance.
While the origin of a brand was once an important part of its appeal, this is no longer the case. Advanced businesses understand that the image of a brand’s home is more important than its true origin. Consumers are completely at ease with the consumed image of provenance, which stands in stark contrast to the reality of the matter. The origin and provenance of a product are unimportant as long as consumers believe they are consuming it in the way they want.
Origin of the Image
The primacy of image over origin is especially important when brand consistency forces an organization to relocate away from its traditional home. Many intelligent organizations purposefully combine their symbolic and actual provenance so that they become completely indivisible, even to expert consumers. Burberry, for example, closed much of its UK production in favor of a multinational model that includes production in Italy, China, and the UK. The brand’s communication continues to exaggerate Britishness, so the brand will thrive despite inconsistency.
Conclusion
Toblerone is not in any danger. While any brand refresh should be approached with caution, there is no reason to be concerned about the removal of the Matterhorn mountain from its packaging. The brand’s packaging design can be modernized without losing its distinctiveness, and the image of a brand’s home is more important than its actual origin. The origin and provenance of a product are unimportant as long as consumers believe they are consuming it in the way they want.
Featured image: Ashley Pomeroy, CC BY 3.0, via Wikimedia Commons
