I often say that packaging is a brand’s most enduring and accessible consumer touch point. It’s certainly its most compelling, because it’s through packaging that consumers first come in contact with their favorite brands in a tangible manner. The experience a brand’s packaging creates for consumers must … Read More
Just a couple of months ago, we were in the midst of the holiday season. The bells were jingling and store aisles were filled with holiday-themed products. With spending increasing during the holiday season, it’s no wonder many manufacturers try to capture their share of sales with … Read More
As we continue to refine our philosophies and approach to the design of packaging programs for licensed brands, we take into consideration the questions asked by licensed brand owners and licensee partners alike. Their questions reveal the challenges they’re facing as their needs and the retail environment … Read More
Some licensed product packaging programs are underachievers. They consist of very little in terms of package design assets and they offer very little direction with regard to standardization. The licensed brand owner doesn’t give packaging much thought or concern because they’re extremely product-focused. And they don’t realize … Read More
Given the fact that our roots are in the toy industry, appealing to kids has always been an area of expertise for our team. Over the past twenty years, we've conducted a considerable amount of research to understand how best to capture and maintain the attention of … Read More
A brand's package design architecture is most often what resonates first and foremost with consumers. While some consumer product brands don't leverage package design architecture as an integral part of their package design, most knowledgeable brands do. In some cases, it's obvious; in others, less so. Package … Read More
Owners of licensed brands, as well as their licensees, are sometimes disappointed by the sales of licensed consumer products. Even for strong properties, sales can fail to meet projections. Quite often, the problem lies in the fact that the property's packaging program is poorly designed and its … Read More
It's no secret that kids crave action, and lots of it. The truth is, so do adults. Generations have grown up with comic books and movies that have created pop cult heroes with established back stories that resonate. These are the good guys who take on all … Read More
The development of a packaging program for a licensed brand, when done correctly, is approached from a modular point of view, with its design assets seamlessly accommodating any potential structural configuration across a broad range of consumer product categories throughout the retail environment. Getting this right is … Read More
Experiential marketing is a tactic used by brands to appeal to consumers' senses to engage them more meaningfully. Experiential branding goes much deeper. It's a powerful differentiator, generating excitement and pleasure for consumers that lead to stronger brand preferences, purchases and loyalty. Entertainment brands are experiential by their … Read More
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