Restless consumers are hunting more than ever for products that deliver additional value. Co-branding a strong national brand with an equally-recognized licensed brand is one way in which to accomplish that. The goal: to pump up volume and to gain a competitive edge by attracting and retaining … Read More
This is a topic that Ive raised and addressed in the past, but its clearly in need of further discussion. Im finding that Im still being told by some of our clients that we need a package for this new product, with no interest in considering how … Read More
We admire brands that carve out unique niches within categories. Were even more enamored by those that stake out new ground and join an elite group known as the category of one. These are brands that actually create new product categories because they dare to disrupt. They're … Read More
Successful packaging for consumer product and licensed brands not only fosters attention and an emotional buy response out of the gate but satisfies consumers' unconscious need to identify who they are by the brands they choose and to get emotional validation from them after they make a … Read More
Touch is crucial to all of us as human beings. When we are visually engaged by something, we reach out and touch it. While we are visual by nature, we are bombarded by product imagery more than ever, suggesting that a richer, multi-dimensional experience with brands is … Read More
For many start-ups and small brands unable to afford advertising, packaging is the only marketing tool they've got. You know what? That's a good thing. Larger brands become preoccupied with advertising online and in traditional media, with promotions, social media sites and distribution into more channels. As … Read More
While it's true that design adds substantial value and equity to consumer product brands, I'm the first to admit that it all depends on how well-conceived and realized the design solution is for each brand. Not every one is a resounding success at retail, right? That leads … Read More
Surveys? Focus groups? Studying consumer decision-making processes? Most consumer product companies get their marketing information using these techniques. Lego does things differently. The company gets it: they study what consumers do; not what they say. Lego has a marketing department that functions more like a team of … Read More
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