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
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 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
This is a topic that I've raised and addressed in the past, but it's clearly in need of further discussion. I'm finding that I'm 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
If we go on this premise: the packaging is the product; that it should create consumer value and brand value, we will not fail to properly invest in it. Ted Mininni Consumer product companies are in a constant battle to maintain and win new business in an … Read More
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