package design strategy

Creating a moment of magic through package design

Creating a Moment of Magic Through Package Design

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

What if Packaging was the Only Marketing Tool You Had?

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

Child’s Play as Serious Learning: Toys That Teach

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

Optimizing Partnerships for Licensed Entertainment Properties

There are all kinds of heroes, animated characters and unique brands personified by human traits. Many have their origin in comic books, television, movies, toy brands and fantasy-rich virtual worlds. Although evergreen entertainment properties have proven staying power, hot new properties are emerging thanks to online gaming … Read More