Good milk, great branding

Good creative isn’t:“We like this font better.”

Instead, it's more like: “What can we remove and still sell this product?” Or even bolder: “What happens if we remove everything we think we need and put only the essentials?”

We're talking about Oatly.

Image pulled from Brent Vrdoljak's LinkedIn post.

The first package tells you very little.

• No big personality.

• No confident stance.

• No real brand voice.

Their second package on the other hand.

• Fewer words.

• Fewer product benefits.

• More whitespace.

And here’s the question: Which one are YOU more interested in?

Many brands would NEVER approve the second version.

Legal would require disclaimers.

Sales would demand more benefits.

But confident brands (and people) don't feel the need to over-explain their offers.

They are confident saying what they are. . . and nothing more.

The "nothing more" part is the hardest. . .

We're tempted to add "just one more feature or benefit" because "what if they have THIS specific question???"

On the contrary, removing information helps A LOT.

A friend of mine gave me some accessorizing advice her grandmother gave her.

"When you're about to leave the house, remove one piece of jewelry."

(I guess women tend to over-accessorize, or something???)

Brand managers should keep this same mentality when it comes to our content.

Condensing content works.​

I’ll leave you with this challenge:

Remove 3 things from your next piece of content.

You can start "showing up less", but you'll start doing so intentionally... and you'll gain more.