So you got your toy packaging right. It's engaging kids and their parents. It begins the process of building relationships between them and your brand. It's memorable, relevant and personal. In short, it's sticky. Congratulations. It's terrific when brand managers maximize the effectiveness of their packaging. They understand … Read More
This month's issue of BOLT! is the last in a 3-part series in which I'm sharing insights from my Packaging That Sells conference session, 'The Secret to Successful Licensed Product Packaging.' In Part 1, I made the distinction between traditional consumer product packaging and licensed product packaging, … Read More
Last month's issue of BOLT! was the first in a 3-part series in which I'm sharing insights from my Packaging That Sells conference session, 'The Secret to Successful Licensed Product Packaging.' So far, I've made the distinction between traditional consumer product packaging and licensed product packaging, and … Read More
Over the last 28 years, I've attended quite a few packaging-related conferences where I've seen plenty of case study presentations given by package design agencies citing the wonderful work they had done to refresh the retail packaging for their clients brands. These are always great to see. … Read More
If any of you have ever had a collectible appraised, or you've watched that process on TV shows like Antiques Roadshow, you know that there's greater value if the item is in its original packaging. And you also know that the condition of the packaging matters as … Read More
It's obvious that toy marketers are taking more time to develop meaningful content around their brands to create deeper relationships with kids. And they're using many platforms with which to do it. They also get it: content delivered in many forms enables kids to interact at times … Read More
Package design, when well-conceived and executed, plays a pivotal role in the realm of brand experience. Especially in the case of toy packaging and licensed consumer product packaging. Good package design brings consumers into storylines. Great packaging delivers something so compelling that consumers actually experience the full … Read More
It's striking. In our conversations with emerging property owners who wish to license their brands, the same goal crops up again and again. They envision licensing their properties in as many categories as possible to achieve a 360º brand experience for their fans. The thought process is … Read More
It's a marketer's dream. How cool it is to inspire consumers to form a cult or a tribe around a brand. To develop such compelling attributes that consumers can't wait to become a part of the brand. Can't wait to be identified by it and adopt it … Read More
Category selections are scanned in seconds and either passed by or picked up for further evaluation, and hopefully, purchase. Much of the assessment process rides on package design. Packaging is often the make or break factor in consumer decision making. Adequate package design doesn't cut it anymore (but … Read More
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