Innovation is generally a good thing. Without it, new products and services would not be possible. Innovation has pushed design to higher levels and resulted in making life better, more convenient, safer. It continually adds value to branded products.
Author Archive | Ted Mininni
How about this for a paradox: cutting packaging down to size will only increase its importance in promoting the brand. The old adage: “Less is More” is true, after all.
Let’s cast a critical eye over our brands and packaging and ask ourselves a fundamental question: what we can do to make and keep them sticky with our targeted consumer?
It is incumbent on all of us to remember that packaging is our last and most formidable communication to the customer as they stand in front of the retail shelf – it had better be our most meaningful and our best.
Corporate marketing executives are beginning to understand that trying to market their unique selling proposition (USP), or point of brand differentiation, on innovations built into products or services, as they have in the past, simply isn’t an effective strategy anymore.
True brand differentiation is about one simple, and often overlooked thing: consistently meeting, and exceeding, the basic needs and desires of the consumer. When product and packaging come together to deliver for the consumer, they create new category leaders.