It is no longer enough to be merely purchased and consumed, products have to relate to customers in a way that creates brand loyalty and longevity as an expression of the consumers’ life.Read More
In his latest article, Mr. Lemley challenges marketers to go beyond adequate packaging. To think beyond drowning people with feature and benefits that appeal to the customer’s rational thought process but to their emotions.
Mr. Lemley: “Well-executed package design not only appeals to consumers’ rational thought process but to their emotions which trumps features and benefits every time.”
There’s a lot of adequate packaging out there. But it’s the reason why so many category products don’t stand out. What we ought to be aiming for is disruptive packaging. It garners immediate attention and sells the brand because it connects with the consumer. Well-executed package design not only appeals to consumers’ rational thought process but to their emotions which trumps features and benefits every time.Read More
Something strange happens to entrepreneurs, it seems. They start their businesses with passion, insight and ambition. Many of them even get the concept of branding which is elusive to so many. Founder/Owners work relentlessly to build their brands, and then when their businesses take off—that’s when the strange thing happens.Read More
While the benefits of participating in trade events are well-documented, trade shows can be an expensive investment. Standing out and delivering a memorable impression on the floor at Expo West, Fancy Foods, or even Outdoor Retailer can seem daunting. And yes, the pressure to deliver on ROI goals – while ever-present – can be elusive at best. As a strategic consulting firm and long-time attendee of these shows, we’ve seen a lot and learned a lot over the years. Through it all, we’ve emerged with a point-of-view on how to get the most out of these investments.Read More
Think about the power of words. If I use specific words in a specific way, it builds an image in your mind. It paints a picture. It has meaning. Words tell stories and humankind responds to storytelling, as we all know, in an emotional way.Read More
You’d think that when it comes to sports and outdoor merchandise, packaging would pack a punch. But we’re just not feeling it. Can’t even bear to look at the sea of wimpy, tired-looking packaging examples out there that trying to drown consumers with feature and benefit claims. So much packaging to refresh; so little time to get it done before the products they contain—and their brands—fail.Read More