joe lazur


The out-of-the-box experience

Apple did it right from the start. They're a company that realizes that if you're paying a premium for their products, the emotions you get when opening those products should feel premium as well. My last role at ThermoFisher was focused on just that goal. The objective was to look closely at the 60,000 products we sold and develop a scalable plan to make the packaging for those products cost efficient and special to the users who ordered and opened them. No small task for sure. Did I mention the many countless stakeholders I had to wheel and deal with? One could only imagine.

It usually starts innocently enough. When a company buys another, they inherit the products and the packaging that comes with that company. If you don't have enough resources or money to address the disparate issue, then you just keep moving forward, selling more products with package branding that can justifiably confuse the marketplace. This was exactly the dilemma we faced. The only difference was that ThermoFisher Scientific (and the many companies it had merged with) had done this countless times. In short, the look and feel of the products and the packaging they contained was greater in diversity than any CEO would hope for.

As you can see in the images above, the packaging could (and did) easily confuse the customer. This was clearly leading to the lost opportunity for building premium brand awareness. I couldn't tell you how much money was being left on the sidelines in regards to secondary impressions of these products which often lay around in the lab setting.