Square, practical... controversial?

Sometimes a big question is sparked by a small shape. In this case: the square. Ritter Sport is now defending its famous packaging format against the "Monnemer Quadrat" oat bar from Mannheim. A chocolate bar giant on one side, an organic start-up on the other - and in between the question of whether a basic geometric shape can really be exclusive. Of course, brand management is important, especially when a shape has been as consistently charged over decades as Ritter Sport. But at the same time, the case shows how narrow the creative scope for smaller manufacturers has become. If you want to develop a product today, you not only have to consider taste and target group, but also the question: "Can my packaging look like this?" The learning from this little square? Brand management is not just about positioning and storytelling, but also about boundary management. And if you want to build a strong brand - whether young or established - you should know exactly which codes are distinctive and which are simply... geometric. What do you think: does the square protect the brand - or does it block innovation?

Here is the link:

https://www.absatzwirtschaft.de/streit-ums-quadrat-ritter-sport-sieht-eigene-marke-bedroht-und-klagt-277142