There's a Difference

Products and brands. Knowing the difference can be the key to success. Take Pappardelle's Pasta for example. Pappardelle's makes some of the finest gourmet pastas available anywhere. Chefs demand it and consumers seek it out. Its heavenly qualities have been savored even by Pope John Paul II during his visit to Denver for World Youth Day. Undeniably a great product. But as a brand, Pappardelle's wasn't even close to "al dente."

The Art of Branding

So, what's the difference between a product and a brand? Here's the short answer: a brand is the communication of the product benefit. For Pappardelle's, its pastas are defined by their variety and creativity, product features that the BrandWerks Group translated to a benefit of art through our BrandLaddering™ strategy tool. From there, it was only a brush stroke or two for our creative team to come up with Pappardelle's new logo and a tag line that communicated the product benefit of The Fine Art of Pasta.