package design architecture

Does your packaging match your brand?

Does Your Packaging Match Your Brand?

All marketers should be able to sum up their brands in a few, concise words. This is an important exercise. And, if it hasn't been undertaken before, it should be. When clarity precedes any marketing strategy, it's far easier to execute and produce better results with a … Read More

6 licensed product packaging scenarios to avoid

6 Licensed Product Packaging Scenarios to Avoid

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